emerging digital media

Delvinia Group of
Companies

GMOOT

GMOOT is short for
‘Get Me One Of Those’
“It's a phenomenon that helps explain why
there are so many lousy viral videos and half-
assed new-media initiatives out there. They're
not the end result of a real strategy, but are
done for the sake of doing something
because . . . well, because everyone else is.”
~ Scott Donaton ~

~ Gartner Hype Cycle

Trends

1. The Age of Influence
[user generated content, comments, ratings, peer-to-peer]

“Marketing shouldn’t be about
sending everybody to a point … it
should be about people and the
interactions between people.”
~ Somebody very smart ~

Canadians share content they find online with
friends an average of 60% of the time.
80%
70%
60%
50%
40%
30%
20%
10%
0%
18-30 31-44 45-65 65+
Least Likely Somewhat Likely Most Likely

Influencing purchase decisions

multichannel marketing

2. The Wired Consumer
[mobile, Wifi, bluetooth, cloud computing]

“1 in 5 households intend to cut
their landlines in the next 5 years.”
~ IPG Emerging Media Lab ~

84% currently own a
mobile phone
44% use their
camera phone

Image Matching

Proximity Marketing

49% own a
Gaming Console

And I’m Biz Stone.
I have a cool name.
Hi, I’m Jack Dorsey.
I have a great idea
3. Micro-Conversations
[txt, instant messaging, microblogging]

50% use text messaging
42% use instant messaging
3% visit Twitter

I want 50,000 Twitter followers before
I go on the Jay Leno Show tonight
38 of the top 100
Twitters are Celebrities

4. Harnessing the Crowd
[crowdsourcing, open innovation]

“We listen, learn and then improve
and innovate based on what our
customers want.”
~ Michael Dell ~

Crowdcasting

48 full-time
moderators

Microcasting

5. The 3rd Dimension
[virtual worlds, gaming, augmented reality]

“People will not interface with flat
digital spaces as they are designed
today … fluid, touch and three
dimensional design will be
embedded into peoples lives
everywhere.”
~ Me ~

Habbo Hotel hits 121 million
World of Warcraft hits
11million subscribers
Xbox Live has 17 million members

Augmented Reality

Strategies

1 How do I know which emerging media
format best suits my strategy?
2 Many of these formats are brand new
so, how do I establish measurable goals?
3 How do I prepare my team to deal with
emerging media?

The Digital Customer

New Media Requires New Skills

“Social Media has yet to displace
Traditional Media … however,
marketers need to get ahead of
these trends, integrate social media
into traditional marketing efforts, and
use the two to reinforce each other.”
~ Forrester Research ~

Thank-you!
Steve Mast
Vice President, Managing Director
Delvinia Interactive
Tel. 416.364.1455 x223
Mobile. 416.779.4149
Email. smast@delvinia.com
Web. delvinia.com
Blog. delvinia.com/diseases
Twitter. @stevemast
linkedin.com/in/stevemast