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.

1976

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

1976

`
1976

1976

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

1978

1978

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

1981

1981

1981

1981

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

1983

1984

WorldWideWeb
1996

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