The Shift from a Disconnected to a Hyper-Connected World

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Technology has become an integral part of everyone's life now. Advertisers can reach out to consumers in totally different ways now. This is the time to start questioning the ways you've always been campaigning. And to start looking for alternative and better ways to communicate with consumers whose communication habits have fundamentally changed.

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The Shift from a Disconnected to a Hyper-Connected World

  1. 1. @AdNerds#FollowFridays Friday, November 20 The Shift from a Disconnected to a Hyper-Connected World. And how to Reach Consumers.
  2. 2. The HYPER- CONNECTED World.
  3. 3. Jan
  4. 4. Jan
  5. 5. Jan
  6. 6. Jan
  7. 7. Television Camera Laptop game mobile console remotes There’s no real life and digital life. It’s the same place. Picture by dpup on Flickr
  8. 8. The next generation internet strategy has got nothing to do with the internet.
  9. 9. Purely DISCONNECTED is a DEAD END.
  10. 10. 20 magazines: RIP
  11. 11. Disconnected is scrambling to get rid of the first syllable.
  12. 12. “It’s time to hit theof paperand reconsider the importance switch and website. ” Pieter Broertjes, Editor in Chief, De Volkskrant
  13. 13. The Basics.
  14. 14. Paper
  15. 15. Picture by lorenzodom on Flickr
  16. 16. Pictures by billikidbrand on Flickr
  17. 17. Pictures by billikidbrand on Flickr
  18. 18. Pictures by billikidbrand on Flickr
  19. 19. Pictures by billikidbrand on Flickr
  20. 20. TV
  21. 21. Some Weird Phenomena Picture by XTRAGAL3
  22. 22. Picture by Peter DaSilva for NYT
  23. 23. Whhhhy ?!?
  24. 24. In a Hyper-Connected World, People grow Jumping Brains. Jumping Brain by Emilio Garcia
  25. 25. In a Hyper-Connected World, Google makes sure Everything is Free. TomTom Google Maps Navigation Western Europe World 99,99 € 00,00 €
  26. 26. • Frozen in time • Real Time • One-size-fits-all • Personalized • One-way • Interactive • Linear • Random • Limited Space • Unlimited Space • Static • Moving • Individual • Networks • Paying • Freebies
  27. 27. Analog = Core
  28. 28. $4.99 $2.99
  29. 29. Digital = Core
  30. 30. AdNerds My mum doesn’t have a smart phone
  31. 31. Most obvious digital alternative for Newspapers & Magazines: the Kindle?
  32. 32. 3.500 Books, Mags, Docs Built-in Dictionary Wireless Wikipedia Acces Basic Web Browser PUBLICITY Free 3G Downloads Audiobooks
  33. 33. No Rich Graphic Quality Monochrome Text Greyscale Graphics No Animation PUBLICITY No Touch Screen Yet Another Device
  34. 34. PUBLICITY
  35. 35. Can one equip an analog newspaper with online possibilities? Frozen in time One-Size-Fits-All Limited Space One Way Linear Static Individual Paying
  36. 36. Can one equip an analog newspaper with online possibilities? Real Time One-Size-Fits-All Unlimited Space Interactive Linear Moving Network Paying
  37. 37. Can one equip an analog newspaper with online possibilities? Real Time One-Size-Fits-All Unlimited Space Interactive Linear Moving Network Paying
  38. 38. MOBILE ERY WITH EV RACT, CONT SCAN NOW 1 YEAR N E A FR EE PHO E R CHOIC S OF YOU G THE D IN CLUDIN APP MOBILE
  39. 39. SCAN NOW
  40. 40. Welcome Bart Full Article Comments (7) Media (8) Updates (1) Sources Used Share it 13 messages 8 friends
  41. 41. Updates Updates 13.18u Open VLD excuseert Guy Verhofstadt, oud-premier en oud-voorzitter van de Open VLD excuseerde zich zonet openlijk voor de verzamelde pers. related tweet by eveke: Back 13 messages 8 friends
  42. 42. Updates zonet openlijk voor de verzamelde pers. related tweet by eveke: Haha, grappig, de Guy heeft zich zonet al verontschuldigd, in ‘t openbaar! ha! #openvld #deguykanhetniaan #fail 2 comments (0 friends) Back Reply 13 messages 8 friends
  43. 43. Comments Media picture (11) | video (2) Back 13 messages 8 friends
  44. 44. Comments Comments friends (3) | all (7) Ik snap niks meer van die politiek van vandaag. Kunnen die nu niet gewoon samenwerken? Grappig, ik schrijf hier ne comment in nen onbestaanden app, gewoon for the sake of demonstration! Als ge echt iets van politiek snapt, dan zou ge dit niet misbruiken “for the sake of demonstration”, Wouter ;-) Back Add Comment 13 messages 8 friends
  45. 45. Comments Comments friends (3) | all (7) If I choose to leave a reply, the reply is automatically posted on my Facebook Wall, driving my friends to the article on the regular destandaard.be Back Save 13 messages 8 friends
  46. 46. Finally a measurable KPI for Newspapers: the Click Through Rate.
  47. 47. Win a trip to Egypt. Scan and participate immediately!
  48. 48. Contest Thomas Cook friends (3) | all (7) Win a trip to Egypt How many people will participate in this contest? OK More about the trip Thomas Cook Promotions Share it with your friends Back Win a trip to Egypt. 13 messages 8 friends Scan and participate immediately!
  49. 49. But we are still stuck with a one-size-fits-all solution. MOBILE SCAN NOW
  50. 50. But we are still stuck with a one-size-fits-all solution. R GET YOU ER & R, PAP PRINTE LY, FREE P INK SUP NLIMITED &U PHONE CCESS FOR MOBILE A ONLINE ONLY 9 ,95€/m SCAN NOW
  51. 51. Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Culture Sports Theatre - Ghent - Movies Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff
  52. 52. Real Time Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Culture Sports Theatre - Ghent - Movies Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff
  53. 53. Real Time Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff
  54. 54. Real Time Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff
  55. 55. Real Time Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff Paying
  56. 56. Real Time Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Unlimited Space Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff Paying
  57. 57. Real Time Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Unlimited Space Scan for pics & video and Moving 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff Paying
  58. 58. Real Time Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Unlimited Space Scan for pics & video and Moving 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff Network Paying
  59. 59. Bart Muskala - Friday Nov 20, 13.12u Update profile Welcome Bart Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Culture Sports Theatre - Ghent - Movies Football # AA Ghent - Tennis # Clijsters Full Article Comments (7) Media (8) Updates (1) Sources Used Share it Scan for video and 14 comments Scan for video and 83 comments(3 by friends) 13 messages 8 friends Related stuff Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff
  60. 60. The Irony.
  61. 61. Absolutely Hyper-Connected.
  62. 62. The vast majority of popular teen stores really focus on selling a “look”, a specific image. Customers either buy into the image, or they don’t.
  63. 63. Personal expression is always a part of the equation, our goal was to enable that in a way that also drove business for the department.
  64. 64. facebook store loyalty platform
  65. 65. A Couple of things to CHEW on.
  66. 66. Get your SEO in proper shape. People no longer pay for NEWS and CONTENT, rendering your expensive offline ads ineffective. DIGITAL must be CO to your communica RE tion strategy. Yes, OFFLINE can still be useful. For the moment, that is. Hyper-Connectivity is NOT about technology. It’s about PEOPLE.
  67. 67. That’s it, for today. adnerds.be followfridays.be

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