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Why Creativity in Digital is More Important Than Ever - Mike Zeederberg

This was a presentation Mike Zeederberg initially did for - Future of Digital Marketing (FODM) in Malaysia '13 all about why creativity in digital is becoming increasingly important.

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Why Creativity in Digital is More Important Than Ever - Mike Zeederberg

  1. 1. © 2013 Zuni | All Rights Reserved | Confidential Why Creativity in Digital is More Important Than Ever Mike Zeederberg – Managing Director / Founder
  2. 2. © 2013 Zuni | All Rights Reserved | Confidential Today • What is digital creativity • Is digital creativity under threat • What does the digital future hold • The role of creativity for marketing in a digital future
  3. 3. © 2013 Zuni | All Rights Reserved | Confidential Creativity in digital - origins We sold it as • Cheaper • More measurable • Better ROI • Direct Response The rotating logo The Flash pre-loader “Under Construction” 1994: wired.com then known as HotWired, invents the web banner ad.
  4. 4. © 2013 Zuni | All Rights Reserved | Confidential The threat of the science of digital marketing • Marketing automation • Funnel optimisation • Trigger events • Multi-variant testing • Econometric modeling • An ROI for everything and every action
  5. 5. © 2013 Zuni | All Rights Reserved | Confidential Can the science work without the magic? © Ashleigh Brilliant “The difference between Science and Magic is that magicians usually know what they’re doing.”
  6. 6. © 2013 Zuni | All Rights Reserved | Confidential Digital Creativity
  7. 7. © 2011 Zuni | All Rights Reserved | Confidential Interruption Engagement Making people watch things Making things people watch Making things people use A spectrum of creative options
  8. 8. © 2011 Zuni | All Rights Reserved | Confidential Making people watch things Making things people watch Making things people use The proposition for the audience Tell me Entertain & inform me Create value in my life Interruption/exposure Engagement/utility
  9. 9. © 2011 Zuni | All Rights Reserved | Confidential Making people watch things Making things people watch Making things people use The approach Interruption/exposure Engagement/utility • Humour • Amazement • Shock • Tenderness • Relatable • Product attributes • Product benefits • Emotional connection • Functional benefit • Problem solving
  10. 10. © 2011 Zuni | All Rights Reserved | Confidential Making people watch things Making things people watch Making things people use The currency of measurement & the price to be paid Interruption/exposure Engagement/utility • Viral Distribution • Reach • Total exposures • Cut-through • Recall • Resonance • Awareness • Sales • Volume of usage • Time with brand • Repeat visitation • Customer satisfaction • Life Time Value REACH ENGAGEMENTENTERTAINMENT PAID OWNEDEARNED / OWNED
  11. 11. © 2011 Zuni | All Rights Reserved | Confidential Making people watch things Making things people watch Making things people use The complexity increases Interruption/exposure Engagement/utility Agencies, Communications creatives, Film makers, Directors, Copy writers Digital designers, UX architects, Entrepreneurs, Product designers, Content managers, Publishers, Business architects Range of skill-sets required Complexity Campaign commitment
  12. 12. © 2011 Zuni | All Rights Reserved | Confidential Making people watch things Making things people watch Making things people use The challenges Interruption/exposure Engagement/utility • Structurally easy – business models well established • The framework is dying • Fragmentation of audiences • Fragmentation of devices • Reduction in trust • Blindness to marketing messages • Short term • Adoption of new business models into traditional businesses – new ROI models • Competing with start-ups, entrepreneurial passion • Organisational Drag – “it’s just marketing” • Digital is not comms, it’s not IT, it’s the business • Product is Service is Marketing • Long term
  13. 13. © 2011 Zuni | All Rights Reserved | Confidential Making people watch things Making things people watch Making things people use …but it’s worth it Interruption/exposure Engagement/utility Referral Advocacy Connections Engagement Life Time Value Increase in
  14. 14. © 2013 Zuni | All Rights Reserved | Confidential “The future is already here – it’s just not evenly distributed.” http://en.wikipedia.org/wiki/ File:William_Gibson_60th_birthday_portrait.jpg -William Gibson
  15. 15. © 2013 Zuni | All Rights Reserved | Confidential
  16. 16. © 2011 Zuni | All Rights Reserved | Confidential The future of digital marketing is all about data Available at
  17. 17. © 2011 Zuni | All Rights Reserved | Confidential© 2013 Zuni | All Rights Reserved | Confidential The future of the internet 
 is about engagement
  18. 18. © 2011 Zuni | All Rights Reserved | Confidential engagement data Digital Health Data Visualisation Personalisation It’sallaboutme The Internet of thingsQuantified Self It’s my data and I’m using it Value creation for the user Utility Involvement Content
  19. 19. © 2013 Zuni | All Rights Reserved | Confidential Has Minority Report arrived? personalisation
  20. 20. © 2013 Zuni | All Rights Reserved | Confidential Extending personalisation personalisation
  21. 21. © 2013 Zuni | All Rights Reserved | Confidential Extending personalisation personalisation
  22. 22. © 2013 Zuni | All Rights Reserved | Confidential Quantified Self – 
 my data, my way quantified self
  23. 23. © 2013 Zuni | All Rights Reserved | Confidential Quantified Self – my data, my way quantified self
  24. 24. © 2013 Zuni | All Rights Reserved | Confidential The internet of things internet of things
  25. 25. © 2013 Zuni | All Rights Reserved | Confidential The marketing internet of things internet of things The VIP Fridge Magnet
  26. 26. © 2013 Zuni | All Rights Reserved | Confidential Data visualisation data visualisation
  27. 27. © 2013 Zuni | All Rights Reserved | Confidential Data visualisation data visualisation Evian - Melotweet
  28. 28. © 2011 Zuni | All Rights Reserved | Confidential engagement data Digital Health Data Visualisation Personalisation It’sallaboutme The Internet of thingsQuantified Self It’s my data and I’m using it Value creation for the user Utility Involvement Content
  29. 29. © 2013 Zuni | All Rights Reserved | Confidential Value creation - content content
  30. 30. © 2013 Zuni | All Rights Reserved | Confidential Value creation - utility utility
  31. 31. © 2013 Zuni | All Rights Reserved | Confidential Value creation - involvement involvement
  32. 32. © 2013 Zuni | All Rights Reserved | Confidential Value creation - involvement involvement Reverse Robberies Case Study
  33. 33. © 2011 Zuni | All Rights Reserved | Confidential engagement data Digital Health Data Visualisation Personalisation It’sallaboutme The Internet of thingsQuantified Self It’s my data and I’m using it Value creation for the user Utility Involvement Content
  34. 34. © 2011 Zuni | All Rights Reserved | Confidential Interruption Engagement Making people watch things Making things people watch Making things people use A spectrum of creative options
  35. 35. © 2013 Zuni | All Rights Reserved | Confidential The future of digital is data
  36. 36. © 2013 Zuni | All Rights Reserved | Confidential The future of digital creativity is about making data sexy
  37. 37. © 2013 Zuni | All Rights Reserved | Confidential The future of digital creativity is about making data informative
  38. 38. © 2013 Zuni | All Rights Reserved | Confidential The future of digital creativity is about making data simple
  39. 39. © 2013 Zuni | All Rights Reserved | Confidential The future of digital creativity is about making data easy
  40. 40. © 2013 Zuni | All Rights Reserved | Confidential The future of digital creativity is about making data entertaining
  41. 41. © 2013 Zuni | All Rights Reserved | Confidential The future of digital creativity is about making data engaging
  42. 42. © 2013 Zuni | All Rights Reserved | Confidential Thank You Mike Zeederberg Managing Director / Founder Mike.Zeederberg@zuni.com.au @MikeZed
  43. 43. © 2013 Zuni | All Rights Reserved | Confidential Image credits Image Source Wikipedia http://en.wikipedia.org/wiki/File:William_Gibson_60th_birthday_portrait.jpg Image Source DeviantArt http://bubbachrissy.deviantart.com/art/Nyan-Cat-Wallpaper-1440x900-205336128 Image Source mimoco.com http://www.mimoco.com/mimobots/popular-culture/star-trek/data-mimobot/product-details/ 456.aspx

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