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Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
Beyond the Hype - Lasting Trends in Digital Media
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Beyond the Hype - Lasting Trends in Digital Media

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Presentation at the ETC eBusiness Academy October 2011 in Amsterdam

Presentation at the ETC eBusiness Academy October 2011 in Amsterdam

Published in: Career, Technology, Business
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  • 1. What’s after Facebook? Olaf NitzLasting Trends in Digital Media Head of Digital Media Strategybeyond the Hype Austrian National Tourist Office
  • 2. Austrian National Tourism Office• The Austrian Tourist Office (ÖsterreichWerbung) ist the national tourism marketing organization for the country of Austria.• The ANTO is funding by the Austrian Federal Government (75%) and the Austrian Chamber of Commerce (25%), but also acts as a fee based marketing agency for Austrian tourism interests.• Worldwide Staff: 230• President: Dr. Reinhold Mitterlehner, Minister for Economics• CEO: Dr. Petra Stolba
  • 3. WHAT’S AFTER FACEBOOK?LASTING TRENDS IN DIGITAL MEDIABEYOND THE HYPE
  • 4. TheHypeCycle Visibility Focus today „MacroMyopia“ Overestimatingt Underestimating heshort-term the long term MaturitySource: Gartner: Masteringthe Hype Cycle
  • 5. Digital Media so far„Homepage“ Facebook2000 2003 2005 2007 2009 2011 Blogs Mobile
  • 6. Digital Media Timeline DigitalUsage Revenue Mobile Usage Social Media Digital Media Usage Time
  • 7. WHAT‘SNEXT?
  • 8. Yesterday‘s Internet Hypes  Thereisnoloyalty in digital media!
  • 9. Predictions are hard,especially about the future.Foto: http://www.flickr.com/photos/nikil/904663191
  • 10. The future is already here –its just not very evenly distributed.Quote: William Gibson, Foto: http://www.flickr.com/photos/e3000/3840264374/
  • 11. 10 Meta-Trends in Digital MediaLASTING TRENDS
  • 12. Meta-Trends and Tools
  • 13. 1. TRANSPARENCY
  • 14. Transparency: Price, Product, Performance
  • 15. Transparency: Price, Product, Performance
  • 16. Transparency: Price, Product, Performance
  • 17. 2. PERSONALISATION
  • 18. ImplicitPersonalisation Where? Who?
  • 19. Explicit PersonalisationSource: iPadApp „Zite“
  • 20. Social PersonalisationSource: http://summify.com/
  • 21. Personalisation in Advertisting Location Demographics Interests ConnectionsSource: https://www.facebook.com/ads/create/
  • 22. SummaryPersonalisation • Different foreveryuser: – Content –Ads – User Experience  Attention isincreasinglydivided
  • 23. 3. SEARCH
  • 24. Search: Facebook, Mobile, Augmented Reality
  • 25. Search: Facebook, Mobile, Augmented Reality
  • 26. Search: Facebook, Mobile, Augmented Reality
  • 27. 4. CREDIBILITY& TRUST
  • 28. Who do wetrust? • People we know  Social Media • Like-minded people Reviews  Credibility triggers purchase decisions
  • 29. 5. PARTICIPATION
  • 30. 1%-Ruleof User-Participation 1% Creators 9% Critics 90% Audience
  • 31. The Power oftheFew
  • 32. User-Content & Reviews • … areverycredible • … do influencetheranking • … triggerbookings • … arebecomingmoreandmore!
  • 33. 6. DATA EXPLOSION
  • 34. Data Explosion “Every two days now we create as much information as we did from the dawn of civilization up until 2003” Eric Schmidt, GoogleSource: http://techcrunch.com/2010/08/04/schmidt-data/
  • 35. Data Explosion 48h of Video Now Uploaded on Youtube Every Minute
  • 36. Semantic Analysis
  • 37. 7. LOCATION AWARESERVICES
  • 38. Points of Interest in a Satnav
  • 39. Discover Hong Kong: Augmented RealitySource: http://www.discoverhongkong.com/eng/jsp/mobile-app/iphone.jsp
  • 40. 8. DIVERSIFICATION
  • 41. DiversificationofPlatforms
  • 42. Diversificationofdevices Challenge: therightcontent in therightlanguage in therighttonality  foreachdevice&platform!
  • 43. 9. PRIVACY
  • 44. Face Recognition Software
  • 45. Foursquare Check-Ins
  • 46. Privacy • „Facebook-Refuser“ • „Digital Detox“  Ambivalent Relationship
  • 47. 10. DIFFUSION OFTHEINTERNET
  • 48. iPhoneAppSource: http://www.withings.com
  • 49. Nike & iPod
  • 50. Google WalletSource: http://www.nytimes.com/2011/05/27/technology/27google.html?_r=1&hp
  • 51. App „Google Goggles“
  • 52. Meta-Trends in digital Media 1. Transparency 2. Personalisation 3. Search 4. Credibility& Trust 5. Participation 6. Data-Explosion 7. Location Aware Services 8. Diversification 9. Privacy 10. Diffusion ofthe Internet
  • 53. Trends - So what!?! • Differentiation: Hype vs. Trend • Act „future-proof“ • Aligninvestmentsaccordingly • Competitiveadvantage
  • 54. Thanks! Olaf Nitz Head of Digital Media Strategy Austrian National Tourist Office www.austriatourism.com linkedin.com/in/onitz olaf.nitz@austria.info facebook.com/onitz twitter.com/onitz slideshare.net/onitz delicious.com/onitz profiles.google.com/Olaf.Nitz

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