Clemenger Digital Summit Auckland: Breaking Digital Constraits - April 2009

WELCOME TO THE BLEEDING The exciting world of interactive marketing awaits you all.* *Restrictions Apply. Tony Burt

WHAT I’M HERE TO TALK ABOUT. Digital constraints. Weʼre stiﬂing strategic and creative thinking. And underutilising the potential interactive has to offer.

I WANT TO START BY GOING BACK IN TIME The Viking 2 spacecraft lands at Utopia Planitia on Mars. 1976

` 1976

THIS AMAZED ME, WHY? Because I was in control. It was interactive and it was on a TV screen. AMAZE VALUE HIGH 1976

PORTABLE INTERACTIVE A device that spoke to you. Seemed in some way intelligent. Education made engaging. AMAZE VALUE HIGH 1978

SCREEN PROLIFERATION HAD SNEAKED UP ON US Moving beyond just TV experiences AMAZE VALUE INTERACTIVE HIGH ish ENGAGEMENT VALUE REAL HIGH 1981

WorldWideWeb 1996

NOW FAST FORWARD TO THE WWW AMAZE VALUE HIGH 1996

1996 2009

NOWADAYS Screens have become rather generic, theyʼre everywhere and to be honest have become rather boring. And as advertisers weʼre generally persisting with the same old thing. Thatʼs 13 years and counting. 1996 2009

AMAZING PEOPLE IS A TRICKY BUSINESS Amazing people on screens alone is getting increasingly more difﬁcult. Weʼre now dealing with severe ʻscreen clutterʼ. When was the last time you saw something online that truly amazed you?

AS DIGITAL MARKETERS WE’RE TRYING TO AMAZE Banners Now even Micro sites Twitter. Ad-words Facebook

WHAT HAVE WE DONE HERE? Weʼve effectively packaged up digital formats. In doing so restricted creativity and strategic thinking. And with this package weʼve put it on a shelf, ﬁling it next to print, TV, radio ad manuals.

INTERACTIVE IS SO MUCH So if we all agree, why do we continue to treat digital like other channels?

SO WHAT’S NEXT? I believe ﬁrst and foremost that interactive marketing doesnʼt have to be always solely about screens.

REALITY CHECK. Time for some truths.

REALITY .01 People are telling more about themselves than ever before. We all seem very comfortable in sharing information about ourselves.

REALITY .01 You are what you share after all.

REALITY .02 Thereʼs loads of people out there who have thoroughly integrated ʻdigitalnessʼ into their lives To deﬁne them as digital is to deﬁne them as air-breathing Itʼs simply what we do these days.

REALITY .02

REALITY .02 The age of the ʻDigital Nativeʼ is now “ ” And the ʻDigital Immigrantsʼ are streaming in at a rate never seen before. Marc Prensky – ʻOn The Horizonʼ - 1998

REALITY .03 Advertising makes bad media tools. Weʼre obsessed with making people clicking on things. Why? Because Google told us so. http://russelldavies.typepad.com

REALITY .04 The stuff that digital has created online and on screens is starting to migrate into the real world objects.

REALITY .05 Examples of how data we all stream is becoming a communication channel for objects in real life.

Fiat A motor and technology ﬁrst for linking drivers with in-car diagnostics An easy-to-use computer application that connects your car to your PC. eco:Drive dissects and evaluates your driving style Reducing CO2 emissions and saving Fiat driver’s money

POKEN: HIGH FIVE TO CONNECT

GRAPH OF AMAZEMENT VS. INTERNET USAGE LESS MORE AMAZEMENT INTERNET USAGE

RECOMMENDATIONS. Speak to your Planner. Start collecting more data. Understand it. Donʼt always default to standard formats. Make useful things. Think innovation. Think value & brand experience. Take risks to evolve (calculated ones)

GETTING TO THE NEXT STAGE. ” “ You canʼt naturally use data by itself. But the fact is that data drives a huge amount of what happens in our lives. It happens because someone takes that data and does something innovative with it. Sir Tim Berners-Lee - Linked Data - TEDʼ09

AND KEEP IN MIND THIS. When objects did smart things, weʼre seemingly delighted & amazed. When we connect objects to online weʼre even more amazed.

THANK YOU. STALK ME HERE. http://www.twitter.com/tone http://www.hunch.com/people/tone http://www.linkedin.com/in/tonyburt http://www.last.fm/user/tonyburt http://www.delicious.com/tonyburt http://tonyburt.tumblr.com tonyb@aimproximity.co.nz

Clemenger Digital Summit Auckland: Breaking Digital Constraits - April 2009

by mygooglezon on May 05, 2009

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Clemenger Digital Summit Auckland: Breaking Digital Constraits - April 2009 — Presentation Transcript