Beyond the Hype - Lasting Trends in Digital Media

What’s after Facebook? Olaf NitzLasting Trends in Digital Media Head of Digital Media Strategybeyond the Hype Austrian National Tourist Office

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

WHAT’S AFTER FACEBOOK?LASTING TRENDS IN DIGITAL MEDIABEYOND THE HYPE

TheHypeCycle Visibility Focus today „MacroMyopia“ Overestimatingt Underestimating heshort-term the long term MaturitySource: Gartner: Masteringthe Hype Cycle

Digital Media so far„Homepage“ Facebook2000 2003 2005 2007 2009 2011 Blogs Mobile

Digital Media Timeline DigitalUsage Revenue Mobile Usage Social Media Digital Media Usage Time

WHAT‘SNEXT?

Yesterday‘s Internet Hypes  Thereisnoloyalty in digital media!

Predictions are hard,especially about the future.Foto: http://www.flickr.com/photos/nikil/904663191

The future is already here –its just not very evenly distributed.Quote: William Gibson, Foto: http://www.flickr.com/photos/e3000/3840264374/

10 Meta-Trends in Digital MediaLASTING TRENDS

Meta-Trends and Tools

1. TRANSPARENCY

Transparency: Price, Product, Performance

2. PERSONALISATION

ImplicitPersonalisation Where? Who?

Explicit PersonalisationSource: iPadApp „Zite“

Social PersonalisationSource: http://summify.com/

Personalisation in Advertisting Location Demographics Interests ConnectionsSource: https://www.facebook.com/ads/create/

SummaryPersonalisation • Different foreveryuser: – Content –Ads – User Experience  Attention isincreasinglydivided

3. SEARCH

Search: Facebook, Mobile, Augmented Reality

4. CREDIBILITY& TRUST

Who do wetrust? • People we know  Social Media • Like-minded people Reviews  Credibility triggers purchase decisions

5. PARTICIPATION

1%-Ruleof User-Participation 1% Creators 9% Critics 90% Audience

The Power oftheFew

User-Content & Reviews • … areverycredible • … do influencetheranking • … triggerbookings • … arebecomingmoreandmore!

6. DATA EXPLOSION

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/

Data Explosion 48h of Video Now Uploaded on Youtube Every Minute

Semantic Analysis

7. LOCATION AWARESERVICES

Points of Interest in a Satnav

Discover Hong Kong: Augmented RealitySource: http://www.discoverhongkong.com/eng/jsp/mobile-app/iphone.jsp

8. DIVERSIFICATION

DiversificationofPlatforms

Diversificationofdevices Challenge: therightcontent in therightlanguage in therighttonality  foreachdevice&platform!

9. PRIVACY

Face Recognition Software

Foursquare Check-Ins

Privacy • „Facebook-Refuser“ • „Digital Detox“  Ambivalent Relationship

10. DIFFUSION OFTHEINTERNET

iPhoneAppSource: http://www.withings.com

Nike & iPod

Google WalletSource: http://www.nytimes.com/2011/05/27/technology/27google.html?_r=1&hp

App „Google Goggles“

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

Trends - So what!?! • Differentiation: Hype vs. Trend • Act „future-proof“ • Aligninvestmentsaccordingly • Competitiveadvantage

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

http://planeta.wikispaces.com	59
http://tourismus2020.wordpress.com	50
http://tourismus20.posterous.com	33
http://a0.twimg.com	5
http://us-w1.rockmelt.com	2
http://my-hub.de	2
http://translate.googleusercontent.com	2
http://twitter.com	1
http://www.slideshare.net	1
http://www.onlydoo.com	1
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Beyond the Hype - Lasting Trends in Digital Media

by Olaf Nitz on Oct 27, 2011

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