2010 Trends in Digital Advertising (for Miami Ad School)

O hai thar

Hi, I’m Marci • I’ve spent the last 10 years working with advertising agencies, Fortune 500 brands, and start-ups to create design and strategy for engaging, effective, and elegant digital experiences. • I’m currently the Director of Digital Strategy at Publicis, where I bring digital insights to traditional advertising teams. • Connect: - Web: http://www.marciikeler.com/ - Twitter: @marciikeler - Email: marci.ikeler@publicis-usa.com, - AIM: designmartini marci@designmartini.com

Everything is digital, and digital is different.

Digital is fragmented

Change is fast-paced 100 years 100 years 20 years

Communication is bi-directional People talk, share, and aggregate

Communication is bi-directional People create, remix, and watch

Communication is bi-directional And people do all that for, with, and against brands

If you want to work in advertising, you have to understand digital. - this is more true everyday

Big in Trends in Digital Technology and Advertising

Keeping up with digital • How to keep up with digital: spend time engaging with digital technology and content. • Some tips: http://ow.ly/Zs3E

Three areas of focus Sociability - The ways in which brands, companies, and consumers relate to one another online. Content - The types of information and data that will be relevant to consumers online. Interactivity - The ways in which consumers can touch, see, feel, and hear digital devices and interfaces.

Part 1: Sociability

Sociability: Introduction • Social media was a trend for 2005, 6, 7, 8, and 9 - and it’s not going away in 2010. • Consumers are embracing social: - Consumers are acting in an increasingly social manner digitally. - Social conversations have become related to purchase decisions both online and off. - This will continue to increase exponentionally.

Sociability: Trend #1: Listening and engagement “You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media…The old media paradigm was PAY to play. Now you get back what you authentically put in. You’ve got to be willing to PLAY to play.” - Alex Bogusky

Sociability: Trend #1: Listening and engagement • Digital media is frequently the ﬁrst point of contact for consumers and brands. - Consumers research and talk about brands heavily online. And not just for big purchases. - 69% of connected consumers have provided feedback to a brand online. - This effect is called digital primacy.

Sociability: Trend #1: Listening and engagement • Every company needs to be aware of what its consumers are saying online. • Listening allows brands to predict and understand shifts in sentiment, problems, and opportunities. • Areas to focus: conversation volume, sentiment, inﬂuencers, and trends. • Closed communities are another valuable tool to create an ongoing consumer focus group.

Sociability: Trend #1: Listening and engagement When the existence of Dell’s new Mini 9 laptop was inadvertently leaked, Dell had an opportunity to monitor the pre-launch buzz and strategically correct misinformation. “The intelligence we’ve gathered through social media monitoring has been invaluable. We’re more plugged into the online conversation than ever before. That’s community building at its best.” - Geoff Knox, Supervisor, Dell’s Community Team

Sociability: Trend #1: Listening and engagement • Most brands can benefit from engaging directly with these conversations in a natural and honest way. • Digital engagement matters: Has an online experience ever Has that experience influenced Have you ever made your first changed your opinion (positively or whether or not you purchased a purchase from a brand because of a negatively) about a brand? product or service from the brand? digital experience? Source: Razorfish FEED Report

Sociability: Trend #1: Listening and engagement

Sociability: Trend #1: Listening and engagement Aflac (an insurance company) used their mascot to reach an engaged community, driving awareness of Aflac's products, sponsorships, and philanthrophy. Within one month of launching, the Aflac Duck's Facebook page was receiving more interaction per fan than Ashton Kutcher, Miley Cyrus, and the top 10 product pages on Facebook. In four months, the Aflac Duck's page attracted over 137,000 fans and increased consumer understanding of Aflac, its products, and its philanthropic efforts.

Sociability: Trend #1: Listening and engagement Key takeaways • Conversations are happening online. Brands do not have a choice about this. • Failing to listen is a major missed opportunity, and will cause problems in the event of a crisis. • The only choice a brand has is whether or not to participate in the conversation.

Sociability: Trend #2: Inﬂuencers and word of mouth “You can’t just say it. You have to get people to say it to each other.” - James Farley, CMO Ford

Sociability: Trend #2: Inﬂuencers and word of mouth

Sociability: Trend #2: Influencers and word of mouth • Not everyone has the same influence. • Social influencer strategies must first identify the most connected influencers in their space.

Sociability: Trend #2: Inﬂuencers and word of mouth By giving away 100 Ford Fiestas to inﬂuential bloggers, 37% of Generation Y were aware of the Ford Fiesta before its launch in the United States. Now, 25% of Ford’s marketing spend has been shifted to digital/social media initiatives.

Sociability: Trend #2: Influencers and word of mouth Key takeaways • To create a succesful influencer marketing program, you have to understand who the influencers are and how to reach them. • Influencers will only work for you if you treat them with respect.

Part 2: Content

Content: Introduction Information is cheap, attention is expensive We now spend 9.5 hours out of every day consuming media, more than any other activity. With continually increasing information – and no increase in the number of hours in a day – our attention becomes rarer and more valuable. Where does advertising ﬁt in? Information Hours in the Day Hours Consuming Media

Content: Trend #3: Micro engagements “Time and attention are rare commodities in modern life. Spending time with someone is a valuable signal that you care.” - danah boyd

Content: Trend #3: Micro engagements • As our attention is increasingly fragmented, the most successful advertising strategies involve micro engagements - engagements that are both small and fast. This applies to both interaction and content.

Content: Trend #3: Micro engagements Micro interactions Sites like Facebook, Digg, and Buzzfeed (pictured) ask users to quickly tag posts by their emotional response. This data is used to better sort posts and to track what information is most useful to a particular audience.

Content: Trend #3: Micro engagements Micro content Successful brands on Facebook and Twitter post micro content regularly - which gets a huge response from users and reminds them of the brand.

Content: Trend #3: Micro engagements

Content: Trend #3: Micro engagements Key takeaways • In an attention-starved world, communication is best kept small and fast. • Success in micro engagement: - Context - provide content and interactions that are relevant to people depending what they’re already doing. Don’t interrupt ﬂow. - Agility - take a science lab approach. See what works through experimentation.

Content: Trend #4: Digital curation “It’s not information overload, it’s ﬁlter failure.” - Clay Shirky

Content: Trend #4: Digital curation • Another way of providing value to users is to curate content, rather than create it. • Creating content that wins in a crowded category is incredibly difﬁcult. • Recognizing that there is an overabundance of information available, what if the brand acts as a gatekeeper for a personalized, reﬁned experience?

Content: Trend #4: Digital curation Very hard Doable

Content: Trend #4: Digital curation Taste of Home Videos The Taste of Home video library includes not only professional videos created by its team, but also hand-picked user-generated videos. The results: ToH is now the number 1 video recipe site on the web, with minimal cost for content creation.

Content: Trend #4: Digital curation Key takeaways • Instead of advertising, provide value. • Don’t enter an already crowded content marketplace. • Filter content in a way that reinforces the brand voice, establishing the brand as a tastemaker. • Curation does not equal aggregation.

Part 3: Interactivity

Interactivity: Introduction

Interactivity: Trend #5: Location based services “Location based ads are the future and will lead a revolution in mobile advertising” - Eric Schmidt, Google

Interactivity: Trend #5: Location based services • GPS integration into mobile devices offers new opportunities for location-based advertising and in-store touchpoints.

Interactivity: Trend #5: Location based services Key takeaways • GPS and mobile technology gives marketers an unprecendented opportunity to target consumers based on context. • Care must be taken to avoid being perceived as “spammy” - relevence is key. • At the moment the best use of this technology is through opt-in programs.

Interactivity: Trend #6: The internet of things “The planet is becoming smarter... intelligence is being infused into the systems that enable services to be delivered.” - Samuel J. Palmisano, IBM

Interactivity: Trend #6: The internet of things • In a similar development, we will begin to see “smart” objects that are connected to the internet. • Implementations have been novelty so far, but, like augmented reality, more useful applications will follow.

Interactivity: Trend #6: The internet of things In last night’s Grammy awards, Imogen Heap appeared wearing a self-created Twitter dress, which showed messages on Twitter with the hashtag #twitdress live on her collar.

Interactivity: Trend #6: The internet of things Key takeaways • Every part of our world is increasingly connected. • Physical computing can drive engagement, ofﬂine and on. • RFID and augmented reality will allow everyday objects to be automatically connected online - plan for it.

Interactivity: Trend #6: The internet of things • Every part of our world is increasingly connected. • Physical computing can drive engagement, ofﬂine and on. • RFID and augmented reality will allow everyday objects to be automatically connected online - plan for it.

Questions?

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2010 Trends in Digital Advertising (for Miami Ad School)

by Marci Ikeler

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2010 Trends in Digital Advertising (for Miami Ad School) Presentation Transcript