Digital Age
Changes, challenges
opportunities for agencies and account planners
Zigurds Zaķis
DOMINO BBDO, stratēģiskās plānošanas vadītājs
http://zz.typepad.com/LV

The spread (and availability) of
Internet and digital
technologies
is the biggest development in the
history of mankind since industrial
revolution

tirgus placis?
http://www.flickr.com/photos/georgeaugustine/2116513291/

1448
I. Printing Press

Opregte Haarlemsche Courant, 1656 - 1942 New York Times, §

Alexander Graham Bell's first telephone.
Voice sounds were transmitted for the first time
on June 3, 1875
2. Telephone

Fonogrāfs, 1877 Mikrofons, 1877
Kineskops, 1888
3. Recorded media

1901
4. Broadcast

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

1995
Source: http://www.flickr.com/photos/giginger/75541830/

This is going to change
everything!

7
changes
influencing our job

1.
broadband
(internet)
at home

The single biggest change
influencing our job
Rapidly increasing number
of broadband internet users at home!

Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/

Source: http://www.flickr.com/photos/aderowbotham/81475981/
Multitasking

Constant Partial Attention
Economy

Abundance
of information
Critical Skills:
(To Find)
To Choose
To Evaluate
To Use
To Develop
To Learn

+ + =

Find anything
Share anything
Ignore anything,
That is not interesting or valuable
for me

2.
Search
And abundance of
information

Step 0
of any digital strategy!
Getting your
“Now-What” right
I have seen an ad ... I have heard some good references ... I am intrigued!
Or I need to solve a problem ...
Now what???

Anno 1998.
Launched Adwords in 2003
a . The most powerful computing infrastructure on the planet

‘’’’
‘
‘ Google Adwords
SEO

How does your
Brand looks
in digital environment?
Hundreds of free-of-charge or low-budget opportunities
Hundreds of tools available

Source for “Social Systems”: David Armano, http://darmano.typepad.com

3.
Video
Show, don’t tell

7’463’000’000

78’000’000 videos (March, 2008)
2’400’000’000 search queries
80% - Customer created content

vs. 78’000’000 videos @ YouTube ...

http://www.sedinkjole.no/

4.
Shopping
From pure rationality
to creating experiences

from:
Simple, functionally
convenient shopping

to: Creating experiences,
while supporting maximum functionality

Full Multimedia Experience (HQ)
Customize
or
Create your version of product

5.
Social platforms

from: connecting (Being Together)

to: Sharing, Creating, Developing,
Collaborating

27/08/2009 - 426’718 entries in Russian

Think
Social Platforms
rather than
Social Media

tirgus placis?

Participation
Listening
sharing
Maintaining conversations
Being honest
Creating value

"The magic of social media
is not what happens in social media,
but what happens outside of it,
because of it"
Paul Isakson

6.
The Age of Mass
Creativity

Creative self-expression was privilege

Not Anymore

Tools Platforms
to record, create, edit, publish to learn, grow, share, publish

Customize
or
Create your version of product

Improve product or service

Submit content

Submit content

Customer Created
Ads for Superbowl
Doritos (2007)
http://www.youtube.com/watch?v=3YJbbA_4TfQ

falling production costs
Growing demand
for superior experience
(idea + using the channel in right way + quality of production)

7.
Mobile

iPhone AppStore
July, 2008

darbs

The main
consequence
for agencies and
marketers

The
customer
Message We

+ + =

Find anything
Share anything
Ignore anything,
That is not interesting or valuable
for me

Push is dead!
The
customer
Message We

Welcome to the age of PULL!

The age of PULL:
What pulls?

The
customer
?

Banners?
rarely ....

What pulls?

1.
Create content
that customer
seeks out and share

Great
Storytelling

Create Experience
Video
Multimedia
Aesthetics + Functionality

Social Currency
Something worth talk about
Something worth to share with friends
Great content is social currency

2.
Create value
Make his life better, easier, richer

Involve customer
Unleash their creative potential
Collaboration
Collective intelligence

Customization and
personlization

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

Be Deep and Meaningful
“It is not what you say that
matters, it what you do”

Strategy
in digital age
Increasing role and changing value of design

Don’t focus on technology.
Focus on
customer needs, wants and behavior.

Account Planning: 1960s-2000s
Understanding
customer
Understanding Understanding
creativity business

Understanding
customer and society /groups
Understanding Understanding
creativity business
Understanding
technology
(what it enables rather than what is possible to do by it)
but not focusing on it!

Understanding
customer and society /groups
Understanding Understanding
creativity business
Understanding
technology
(what it enables rather than what is possible to do by it)
but not focusing on it!

What really pulls?

15
minutes
break!