The Shape of Digital in 2015: Outlook
•
4 likes•962 views
This document discusses forces reshaping the digital experience in 2015, including intelligence, behavior, and culture. It predicts that contextual technology will integrate real and digital experiences. Big data will drive deep consumer understanding and engagement, while attention shifts from impressions to behaviors. Brands will tackle understanding consumers through rich data and act on micro-movements in a shifting cultural landscape.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (9)
Similar to The Shape of Digital in 2015: Outlook
Similar to The Shape of Digital in 2015: Outlook (20)
Recently uploaded
Recently uploaded (20)
The Shape of Digital in 2015: Outlook
- 1. 2015 // Digital Outlook 2015
- 3. 1 EXPERIENCE! Contextual technology, seamless, always-on interactions pave the way to a brave new world of real-life digital experiences. “Real” and “digital” are one.
- 4. 1 EXPERIENCE! ! OPPORTUNITY OR CHALLENGE? “Multi-context” experiences are disrupting digital advertising. Targeting must evolve.
- 5. 1 EXPERIENCE! ! TOWARDSAN ULTRA-MOBILE WORLD Connected devices are dramatically driving mobile traffic growth.
- 6. 1 EXPERIENCE! Physical will overtake visual interaction. “OPTING IN”TO DIGITAL CONTEXTS Quantified personal data will drive deep value. Sensing and seamlessness will almost completely replace access.
- 7. 1 EXPERIENCE! Real or fake, dead or alive, virtual personas will entertain us. OURWORLD,DIGITALLY REMASTERED Products will engage us, even connect us together. Digital information will be a necessary part of the physical world. Content will now be reaching us, in rich and relevant ways, in proper places and time.
- 8. 1 EXPERIENCE! Crowdsourced real-time data will outsmart proprietary tools. MASSIVELY NETWORKED INFORMATION Technology will increasingly decide on our behalf. Content reach will be largely network driven. Consumers will outpace, outrank brands as content creators.
- 9. 2 INTELLIGENCE! Our digital imprints are everywhere and more revealing than ever. Brands will tackle a critical challenge and tap into a giant opportunity: acting on rich consumer intelligence.
- 10. 2 INTELLIGENCE! ! UNDERSTANDING OUR BEST CUSTOMERS 24/7 Audience mining and “neuromarketing” will become vital to brands. Facebook’s Artificial Intelligence will redefine what we consume. Real-time content and engagement will become the norm. There will be a shortage of skills to make big data actionable.
- 11. 3 BEHAVIOR! Attention is an old currency. Audiences just don’t have it anymore. Behavior is the new black. Digital engagement drives behavior or it simply won’t matter.
- 12. 3 BEHAVIOR! ! MONETIZING DESIRETHROUGH GAMING METAPHORS Real-world digital gaming will blur business and pleasure. Macro-communities will be a lucrative practice. Gaming behavior will be a crucial part of cross-context engagement.
- 13. 4 CULTURE! The end of the world as we know it. Brands stand with the people, in a world where massive shifts are occurring through micro- movements.
- 14. 4 CULTURE! ! WE CAN REALLY DOANYTHINGTOGETHER Micro-enterprises are driving unprecedented change and innovation. Digital is a catalyst for social change and action. Brands invest in making social capital a business force. Social is changing the way we work and break through.
- 15. 4 WAYSTOWINDESTINATIONS to INFILTRATION IMPRESSIONS to CONTEXT CONNECTIONS to BEHAVIOR STATIC to REAL-TIME
- 16. 1 WAYSTOWIN! ! DESTINATIONSTO INFILTRATION Infiltrate fans streams, “fish where the fish are”. Focus on distribution: Tapping into networks, interest graphs and publishing to drive engagement. SEO/SMO: News and trends based relevance. Real-time content. Micro-Content: Content that is focused on driving conversations, where and how social consumers enjoy it. UGC vs. BGC: Embrace the idea of being the host, not the leader.
- 17. 2 WAYSTOWIN! ! IMPRESSIONSTO CONTEXT Create more digital context for the brand and fans to co-exist. Field & Physical: Tie hyper-local product experiences to digital connections. Move beyond organic conversations. Mobile: Drive fan connections content sharing via mobile. Product: Find ways to position the product as a gateway to digital action.
- 18. 3 WAYSTOWIN! ! CONNECTIONSTO BEHAVIOR Invest in understanding and growing positive behaviors. Listening & Data: Mine connections, behaviors and conversations. Tie key “signals” to business metrics. Conversations: Drive deeper conversations. Identify and activate key players. Community: Grow a community, through ambassador/vip programs, opt-in rewards and more. Reward: Incentivize, recognize and reward behavior. !
- 19. 4 WAYSTOWIN! ! STATICTO REALTIME Adopt a newsroom style approach to content. Intelligence: Develop an approach to real-time data against the brand’s objectives. Newsroom: Commit to a team and approach which can drive results in real-time, through just-in-time content and rapid editorial cycles. !