11. Mass Media Age:
main characteristics
• Mass communication
(Broad-cast)
• One-Direction communication
• Limited number of choices
• Limited opportunities
of self-expressing
• A lack of co-operation
opportunities
16. 1/100+
via @plnnrz
One idea adapted to many channels? Not viable anymore
17.
18. The Process in Mass Media Age
Media
deciding early which media will we use
iden6fying lead media
Idea
strongly media focused
Campaign
1960s ‐ 2008
19. Digital Age
Idea
Media Mix
Owned Earned
(permanent) Purchased (permanent)
(campaigns)
Campaign
Campaign Campaign
Campaign Campaign
Campaign
Transmedia Storytelling
80. 2010/2011:
From mobile phones to mobile devices on mass scale
iPhone4
HTC Desire Nokia N8
(June 2010)
(May 2010) Oct, 2010
More than just a phone
More capable and convenient
Always with him/her
Samsung Wave II Sony Ericsson XPeria X8 Sony Ericsson A8
Nov 2010 2010, June Q4 2010
81. 2010/2011: Tablets
Very different kind of experience
From browsing to applicaOons
iPad (April 2010)
9,7”, iOS, 40’000 Apps, 300’000 iPhone apps
$500‐850, sold 7.5mln
Samsung Galaxy Tab
7”, Android, 100’000+ Apps
$400‐600, sold 1mln+ @ Dec 2010
DELL Streak (August 2010)
5”, Android, 100’000 Apps HP Slate (October 2010)
$550 8,9”, Windows 7
$800
VIA: http://www.nytimes.com/interactive/technology/personaltech/2010-tablet-computer-comparison.html?ref=technology
85. Mobile: Retail ApplicaOons (iPhone)
BeQer Christmas List Coupon Sherpa
Organizing your holiday shopping Coupon aggregator
GiTmeister Yowza
Gib giving advice A loca6on‐based coupon app
Shopping Goddess
An online community of shoppers who
Overwhelming Offers
share their product reviews and secrets
to gecng great deals
Shopkick
Promote users for physically visit a store and
TGI Black Friday checking in.
Scandit FastMall
Take a photo of a product's barcode and Lets users download any mall's map and use
Scandit will offer price comparisons and interac6ve naviga6on to get around the mall.
reviews of the product.
businessinsider.com/15-phone-apps-that-make-holiday-shopping-easier-2010-11
110. Be Deep and Meaningful
“The days of making funny things
that may or may not have and effect
on the clients business are ending”
Jeff Benjamin
Interactive Creative director
Crispin Porter + Bogusky
via: http://paulisakson.typepad.com/planning/2008/03/the-future-of-m.html
111. Be Deep and Meaningful
“It is not what you say that
matters, it what you do”