Emerging Media Trends: Managing the HypeOctober 2009

The DelviniaGroup of Companies

More ShinyObjects

1. Speed of Influence[brand advocate, content sharing]

“The most important word on theInternet is not search. The most important word on the Internet is share.”@HughMcLeod | GapingVoid

How often Canadians share content they find online with friends.

“Snackable” Content

Sharable Offers

“What do you do when customers (with a million followers) attack!?”@RandyMatheson | Delvinia

2. Harnessing the Crowd[co-creation, crowdsourcing]

“Idol was a vehicle to launch records.”@SimonCowell

Contest Driven

Crowdcasting

48 employees moderating

3. Look Mom, No Wires[portable platforms, the cloud]

“1 in 5 households intend to cut their landlines in the next 5 years.” Source: IPG Emerging Media Lab Report 2009

Untethered Lifestyle

87% currently own a mobile device72% use their camera feature31% play games

Bar Code Readers

Image Recognition

SMS & MMS

4. Location, Location, Location[location-based services, location aware, proximity marketing]

“Search solved a big part of the what problem -- helping you find what you're looking for. Social networking came in and offered up a who filter. Now we're looking at the where.” @AbbeyKlaassen | Adage

Proximity Marketing

Location Aware ‘Ads’

Location Aware ‘Events’

Location-Based Services (LBS)

5. Mixed Reality[augmented reality, virtual worlds]

“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

Augmented Packaging

Virtual Sampling

Augmented Mobile Apps

Augmented Mobile Apps

Managing theHype

Source: Gartner Hype Cycle

Don’t ask What, Ask WhyPrivacyBe RealisticMitigate RiskManage Expectations

How do I know which emerging platform best suits my strategy?Many of these platforms are brand new … how do I establish measurable goals?How do I prepare my team to deal with emerging media platforms?

How do I know which emerging platform best suits my strategy?Many of these platforms are brand new … how do I establish measurable goals?How do I prepare my team to deal with emerging media platforms?

How do I know which emerging platform best suits my strategy?Many of these platforms are brand new … how do I establish measurable goals?How do I prepare my team to deal with emerging media platforms?

How do I know which emerging platform best suits my strategy?Many of these platforms are brand new … how do I establish measurable goals?How do I prepare my team to deal with emerging media platforms?

“These trends are NOT killing marketing. They are simply changing its role.”“Advertising is now less about reach and less about changing attitudes but about more engaging experiences, which leverage new digital capabilities to deliver value to the audiences that interact with them.”@JeremyLockhorn

Thank-you!Steve MastVice President, Managing DirectorDelvinia InteractiveT. 416.779.4149E. smast@delvinia.comTwitter. @stevemastWeb. delvinia.comBlog. delvinia.com/diseases