More Related Content Similar to Small is the New Big (19) Small is the New Big1. Small is the New Big
Understanding how the fracturing of media creates new opportunities for
brands to create a deeper relationship with consumers people.
ADC Young Masters “Digital Media” | May 16th, 2008 | Jeremy Abbett 2. “ Brands today
cannot be sustained
by what in the past
has been called
advertising…
everything a brand
does that connects
to the consumer is
media.
Lee Clow
TBWA Chiat/Day
© Jeremy Abbett 5. Baby Boomers vs. Millennials
Baby Boomers Millennials
D.O.B. 1946 and 1964 D.O.B. 1980 and 2000
© Jeremy Abbett 6. Defining Values
Individual
Fixed social groups
Pessimists
Critical
Private
Hierarchical
Ordered
Baby Boomers Millennials
D.O.B. 1946 and 1964 D.O.B. 1980 and 2000
© Jeremy Abbett 7. Defining Values
Individual Social
Fixed social groups Flexible social groups
Pessimists Optimists
Critical Accepting
Private Sharing
Hierarchical Flat
Ordered Reject borders
Baby Boomers Millennials
D.O.B. 1946 and 1964 D.O.B. 1980 and 2000
© Jeremy Abbett
via Zeus Jones 18. Moore’s Law
Moore's Law describes an
important trend in the history
of computer hardware: that the
number of transistors that can
be inexpensively placed on an
integrated circuit is increasing
exponentially, doubling
approximately every two years.
© Jeremy Abbett 22. Depicts 426,000 cell phones, equal to the number
of cell phones retired in the US every day.
© Jeremy Abbett 25. “ The most human our
thing about us is
technology.
Marshall McLuhan
© Jeremy Abbett 35. Profound Shift in Media
Web
Media
Radio Television
Descending
Media
Ascending
Media
Mobile Digital
Media OOH
Print
© Jeremy Abbett 40. “ Technology is away
shifting power
from the editors, the
publishers, the
establishment, the
media elite. Now it’s
the people who are
taking control.
Rupert Murdoch
Wired,
July 2006
© Jeremy Abbett 41. Media is now a triathlon: consume,
produce and share
© Jeremy Abbett 42. Profound shifts:
1. Consumer behavior is about active participation
2. The barrier to technology is falling
3. Media is a triathlon: consume, produce and share
© Jeremy Abbett 44. Profound shift in consumer behavior
People want to actively participate
© Jeremy Abbett 45. If someone searches for you on the Web and comes up empty-handed, do you exist?
© Jeremy Abbett 46. Distributed Identity
“ Online identity is a distributed construct, with different -
elements - professional, personal, different interests, etc.
represented in different ways on different platforms.
- F. Yakob
© Jeremy Abbett 69. Brands that choose to do more than banners realize that
they are starting a relationship.
© Jeremy Abbett 76. “Interesting things happen along borders - transitions
- not in the middle where everything is the same.”
Neal Stephenson
“Snow Crash”
© Jeremy Abbett 77. Interesting Early Majority Late Majority
34% 34%
Early Adopters
13.5%
Innovators Laggards
2.5% 16%
Time
Adoption cycle of products and services. Distribution of different
types of people.
© Jeremy Abbett 78. The Rise of Micro
1.People will participate if it’s built-in
2.Developing technology is becoming easier
3.Media creation is a part of our daily lives
© Jeremy Abbett 79. “ The best way to
predict the future is
to invent it.
Dr. Alan Kay
Computer Scientist
© Jeremy Abbett 84. Thank You
© Jeremy Abbett
http://jeremy.abbett.net 85. Bibliography/Sources
You have 30 minutes/day
http://friendfeed.com/jeremytai
http://www.popurls.com
http://marketing.alltop.com/
You have more than 30 minutes/day
© Jeremy Abbett 86. Bibliography/Sources
2. http://www.flickr.com/ 3. http:// 4. http://www.facebook.com/
photos/ www.edwardhann.co.uk/ event.php?eid=11999072270
14565640@N06/1581003185/ images/idp/top.jpg
5. http://www.flickr.com/ 10. http://www.flickr.com/ 11. http://www.flickr.com/
photos/ photos/ photos/jeremytai/1841475339
23065375@N05/2235529346/
aliciaenelpaisdelasmaravillas/
http://thecobrasnake.com/ 2293715229/
© Jeremy Abbett
partyphotos/tonedef/
tonedef095.html 87. Bibliography/Sources
15. http://www.flickr.com/
13. http://www.flickr.com/ 14. http://www.flickr.com/
photos/kowitz/847992535/
photos/cote/54408562/ photos/puckman/247365323/
20. http://
16. http://citywall.org/pages/ 19. http://
www.chrisjordan.com/
about www.applematters.com/article/ current_set2.php
how_much_cheaper_is_the_ipod
_going_to_get/
© Jeremy Abbett 88. Bibliography/Sources
25. http:// 26. http://www.flickr.com/ 27. http://www.banksy.co.uk/
www.collectionscanada.gc.ca/ photos/venky7/2157804173/ outdoors/images/landscapes/
innis-mcluhan/index-f.html rats/solittletosay.jpg
36. http://www.flickr.com/ 37. http://www.flickr.com/ 38. http://www.flickr.com/
photos/stewart/461099066/ photos/redjar/114152524/
photos/styrheim/370695350//
http://www.flickr.com/photos/
tartanpodcast/150237767/
© Jeremy Abbett 89. Bibliography/Sources
39. http://www.flickr.com/ 40. http://www.wired.com/ 41. http://www.flickr.com/
photos/creepysleepy/ wired/archive/14.07/ photos/
2189869670/ murdoch_pr.html 8622063@N04/2111663455/
http://www.flickr.com/photos/
jahlovely/2359408507/
43. http://toxi.co.uk/blog/ 48. http://www.flickr.com/ 109.. http://
2007/04/breaking-silence-audi- photos/anyaka/638853314/ www.kyotoprize.org/
tt-new-shoots.htm prizewinners_2004.htm
© Jeremy Abbett 90. Bibliography/Sources
110.. http://www.flickr.com/ 111.. http://www.flickr.com/ 112.. http://www.flickr.com/
photos/malota/350658762/in/ photos/bs/2140429230/ photos/
photostream/ 8622063@N04/2111663455/
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114. http://
wklondon.typepad.com/
welcome_to_optimism/
2006/07/fail_harder.html
© Jeremy Abbett