WELCOME TO THE BLEEDING
The exciting world of interactive marketing awaits
you all.*


*Restrictions Apply.




Tony Burt
WHAT I’M HERE TO TALK ABOUT.
 Digital constraints.
 Weʼre stifling strategic and creative thinking.
And underutilising the ...
1976
I WANT TO START BY GOING BACK IN TIME
The Viking 2 spacecraft lands at Utopia Planitia on Mars.




     1976
1976
`




1976
1976
1976
1976
THIS AMAZED ME, WHY?
Because I was in control.
It was interactive and it was on a TV screen.




                         ...
1978
1978
PORTABLE INTERACTIVE
A device that spoke to you.
Seemed in some way intelligent.
Education made engaging.




            ...
1981
1981
1981
1981
SCREEN PROLIFERATION
HAD SNEAKED UP ON US
Moving beyond just TV experiences




                       AMAZE VALUE    INTE...
1983
1984
WorldWideWeb




1996
1996
NOW FAST FORWARD TO THE
WWW




        AMAZE VALUE
           HIGH


       1996
1996   2009
NOWADAYS
Screens have become rather generic, theyʼre everywhere and
to be honest have become rather boring.
And as adverti...
AMAZING PEOPLE IS A
TRICKY BUSINESS
Amazing people on screens alone is getting increasingly
more difficult.
Weʼre now deali...
AS DIGITAL MARKETERS
WE’RE TRYING TO AMAZE
Banners       Now even
Micro sites   Twitter.
Ad-words
Facebook
WHAT HAVE WE DONE
HERE?
Weʼve effectively packaged up digital formats.
In doing so restricted creativity and strategic thi...
INTERACTIVE IS SO MUCH
So if we all agree, why do we continue to treat digital like
other channels?
SO WHAT’S NEXT?
I believe first and foremost that interactive marketing doesnʼt
have to be always solely about screens.
REALITY CHECK.
Time for some truths.
REALITY .01
People are telling more about themselves than ever before.
We all seem very comfortable in sharing information...
REALITY .01
You are what you share after all.
REALITY .02
Thereʼs loads of people out there who have thoroughly
integrated ʻdigitalnessʼ into their lives
To define them ...
REALITY .02
REALITY .02
     The age of the ʻDigital Nativeʼ is now




 “                                                ”
     And t...
REALITY .03
Advertising makes bad media tools.
Weʼre obsessed with making people clicking on things.
Why?

Because Google ...
REALITY .04
The stuff that digital has created online and on
screens is starting to migrate into the real world objects.
REALITY .05
Examples of how data we all stream is becoming a
communication channel for objects in real life.
Fiat




A motor and technology first for linking drivers with in-car diagnostics
An easy-to-use computer application that ...
POKEN: HIGH FIVE TO CONNECT
GRAPH OF AMAZEMENT
VS. INTERNET USAGE




        LESS        MORE
     AMAZEMENT INTERNET USAGE
RECOMMENDATIONS.
Speak to your Planner.
Start collecting more data.
Understand it.
Donʼt always default to standard format...
GETTING TO THE NEXT STAGE.



                                                        ”
       “
           You canʼt natu...
AND KEEP IN MIND THIS.
When objects did smart things, weʼre seemingly delighted & amazed.
When we connect objects to onlin...
THANK YOU. STALK ME HERE.
http://www.twitter.com/tone
http://www.hunch.com/people/tone
http://www.linkedin.com/in/tonyburt...
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
Clemenger Digital Summit Auckland: Breaking Digital Constraits - April  2009
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Clemenger Digital Summit Auckland: Breaking Digital Constraits - April 2009

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I think we're boxing ourselves in to restrictive marketing formats that are stifling strategic and creative thinking, and in doing so are underutilising the potential interactive has to offer. In this talk I will explore what technology can offer in terms of creating engagement and using it to strengthen your direct communications with customers.

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  • Clemenger Digital Summit Auckland: Breaking Digital Constraits - April 2009

    1. 1. WELCOME TO THE BLEEDING The exciting world of interactive marketing awaits you all.* *Restrictions Apply. Tony Burt
    2. 2. WHAT I’M HERE TO TALK ABOUT. Digital constraints. Weʼre stifling strategic and creative thinking. And underutilising the potential interactive has to offer.
    3. 3. 1976
    4. 4. I WANT TO START BY GOING BACK IN TIME The Viking 2 spacecraft lands at Utopia Planitia on Mars. 1976
    5. 5. 1976
    6. 6. ` 1976
    7. 7. 1976
    8. 8. 1976
    9. 9. 1976
    10. 10. THIS AMAZED ME, WHY? Because I was in control. It was interactive and it was on a TV screen. AMAZE VALUE HIGH 1976
    11. 11. 1978
    12. 12. 1978
    13. 13. PORTABLE INTERACTIVE A device that spoke to you. Seemed in some way intelligent. Education made engaging. AMAZE VALUE HIGH 1978
    14. 14. 1981
    15. 15. 1981
    16. 16. 1981
    17. 17. 1981
    18. 18. SCREEN PROLIFERATION HAD SNEAKED UP ON US Moving beyond just TV experiences AMAZE VALUE INTERACTIVE HIGH ish ENGAGEMENT VALUE REAL HIGH 1981
    19. 19. 1983
    20. 20. 1984
    21. 21. WorldWideWeb 1996
    22. 22. 1996
    23. 23. NOW FAST FORWARD TO THE WWW AMAZE VALUE HIGH 1996
    24. 24. 1996 2009
    25. 25. NOWADAYS Screens have become rather generic, theyʼre everywhere and to be honest have become rather boring. And as advertisers weʼre generally persisting with the same old thing. Thatʼs 13 years and counting. 1996 2009
    26. 26. AMAZING PEOPLE IS A TRICKY BUSINESS Amazing people on screens alone is getting increasingly more difficult. Weʼre now dealing with severe ʻscreen clutterʼ. When was the last time you saw something online that truly amazed you?
    27. 27. AS DIGITAL MARKETERS WE’RE TRYING TO AMAZE Banners Now even Micro sites Twitter. Ad-words Facebook
    28. 28. WHAT HAVE WE DONE HERE? Weʼve effectively packaged up digital formats. In doing so restricted creativity and strategic thinking. And with this package weʼve put it on a shelf, filing it next to print, TV, radio ad manuals.
    29. 29. INTERACTIVE IS SO MUCH So if we all agree, why do we continue to treat digital like other channels?
    30. 30. SO WHAT’S NEXT? I believe first and foremost that interactive marketing doesnʼt have to be always solely about screens.
    31. 31. REALITY CHECK. Time for some truths.
    32. 32. REALITY .01 People are telling more about themselves than ever before. We all seem very comfortable in sharing information about ourselves.
    33. 33. REALITY .01 You are what you share after all.
    34. 34. REALITY .02 Thereʼs loads of people out there who have thoroughly integrated ʻdigitalnessʼ into their lives To define them as digital is to define them as air-breathing Itʼs simply what we do these days.
    35. 35. REALITY .02
    36. 36. REALITY .02 The age of the ʻDigital Nativeʼ is now “ ” And the ʻDigital Immigrantsʼ are streaming in at a rate never seen before. Marc Prensky – ʻOn The Horizonʼ - 1998
    37. 37. REALITY .03 Advertising makes bad media tools. Weʼre obsessed with making people clicking on things. Why? Because Google told us so. http://russelldavies.typepad.com
    38. 38. REALITY .04 The stuff that digital has created online and on screens is starting to migrate into the real world objects.
    39. 39. REALITY .05 Examples of how data we all stream is becoming a communication channel for objects in real life.
    40. 40. Fiat A motor and technology first for linking drivers with in-car diagnostics An easy-to-use computer application that connects your car to your PC. eco:Drive dissects and evaluates your driving style Reducing CO2 emissions and saving Fiat driver’s money
    41. 41. POKEN: HIGH FIVE TO CONNECT
    42. 42. GRAPH OF AMAZEMENT VS. INTERNET USAGE LESS MORE AMAZEMENT INTERNET USAGE
    43. 43. RECOMMENDATIONS. Speak to your Planner. Start collecting more data. Understand it. Donʼt always default to standard formats. Make useful things. Think innovation. Think value & brand experience. Take risks to evolve (calculated ones)
    44. 44. GETTING TO THE NEXT STAGE. ” “ You canʼt naturally use data by itself. But the fact is that data drives a huge amount of what happens in our lives. It happens because someone takes that data and does something innovative with it. Sir Tim Berners-Lee - Linked Data - TEDʼ09
    45. 45. AND KEEP IN MIND THIS. When objects did smart things, weʼre seemingly delighted & amazed. When we connect objects to online weʼre even more amazed.
    46. 46. THANK YOU. STALK ME HERE. http://www.twitter.com/tone http://www.hunch.com/people/tone http://www.linkedin.com/in/tonyburt http://www.last.fm/user/tonyburt http://www.delicious.com/tonyburt http://tonyburt.tumblr.com tonyb@aimproximity.co.nz

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