Beyond the Hype - Lasting Trends in Digital Media

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Presentation at the ETC eBusiness Academy October 2011 in Amsterdam

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Beyond the Hype - Lasting Trends in Digital Media

  1. What’s after Facebook? Olaf NitzLasting Trends in Digital Media Head of Digital Media Strategybeyond the Hype Austrian National Tourist Office
  2. Austrian National Tourism Office• The Austrian Tourist Office (ÖsterreichWerbung) ist the national tourism marketing organization for the country of Austria.• The ANTO is funding by the Austrian Federal Government (75%) and the Austrian Chamber of Commerce (25%), but also acts as a fee based marketing agency for Austrian tourism interests.• Worldwide Staff: 230• President: Dr. Reinhold Mitterlehner, Minister for Economics• CEO: Dr. Petra Stolba
  3. WHAT’S AFTER FACEBOOK?LASTING TRENDS IN DIGITAL MEDIABEYOND THE HYPE
  4. TheHypeCycle Visibility Focus today „MacroMyopia“ Overestimatingt Underestimating heshort-term the long term MaturitySource: Gartner: Masteringthe Hype Cycle
  5. Digital Media so far„Homepage“ Facebook2000 2003 2005 2007 2009 2011 Blogs Mobile
  6. Digital Media Timeline DigitalUsage Revenue Mobile Usage Social Media Digital Media Usage Time
  7. WHAT‘SNEXT?
  8. Yesterday‘s Internet Hypes  Thereisnoloyalty in digital media!
  9. Predictions are hard,especially about the future.Foto: http://www.flickr.com/photos/nikil/904663191
  10. The future is already here –its just not very evenly distributed.Quote: William Gibson, Foto: http://www.flickr.com/photos/e3000/3840264374/
  11. 10 Meta-Trends in Digital MediaLASTING TRENDS
  12. Meta-Trends and Tools
  13. 1. TRANSPARENCY
  14. Transparency: Price, Product, Performance
  15. Transparency: Price, Product, Performance
  16. Transparency: Price, Product, Performance
  17. 2. PERSONALISATION
  18. ImplicitPersonalisation Where? Who?
  19. Explicit PersonalisationSource: iPadApp „Zite“
  20. Social PersonalisationSource: http://summify.com/
  21. Personalisation in Advertisting Location Demographics Interests ConnectionsSource: https://www.facebook.com/ads/create/
  22. SummaryPersonalisation • Different foreveryuser: – Content –Ads – User Experience  Attention isincreasinglydivided
  23. 3. SEARCH
  24. Search: Facebook, Mobile, Augmented Reality
  25. Search: Facebook, Mobile, Augmented Reality
  26. Search: Facebook, Mobile, Augmented Reality
  27. 4. CREDIBILITY& TRUST
  28. Who do wetrust? • People we know  Social Media • Like-minded people Reviews  Credibility triggers purchase decisions
  29. 5. PARTICIPATION
  30. 1%-Ruleof User-Participation 1% Creators 9% Critics 90% Audience
  31. The Power oftheFew
  32. User-Content & Reviews • … areverycredible • … do influencetheranking • … triggerbookings • … arebecomingmoreandmore!
  33. 6. DATA EXPLOSION
  34. Data Explosion “Every two days now we create as much information as we did from the dawn of civilization up until 2003” Eric Schmidt, GoogleSource: http://techcrunch.com/2010/08/04/schmidt-data/
  35. Data Explosion 48h of Video Now Uploaded on Youtube Every Minute
  36. Semantic Analysis
  37. 7. LOCATION AWARESERVICES
  38. Points of Interest in a Satnav
  39. Discover Hong Kong: Augmented RealitySource: http://www.discoverhongkong.com/eng/jsp/mobile-app/iphone.jsp
  40. 8. DIVERSIFICATION
  41. DiversificationofPlatforms
  42. Diversificationofdevices Challenge: therightcontent in therightlanguage in therighttonality  foreachdevice&platform!
  43. 9. PRIVACY
  44. Face Recognition Software
  45. Foursquare Check-Ins
  46. Privacy • „Facebook-Refuser“ • „Digital Detox“  Ambivalent Relationship
  47. 10. DIFFUSION OFTHEINTERNET
  48. iPhoneAppSource: http://www.withings.com
  49. Nike & iPod
  50. Google WalletSource: http://www.nytimes.com/2011/05/27/technology/27google.html?_r=1&hp
  51. App „Google Goggles“
  52. Meta-Trends in digital Media 1. Transparency 2. Personalisation 3. Search 4. Credibility& Trust 5. Participation 6. Data-Explosion 7. Location Aware Services 8. Diversification 9. Privacy 10. Diffusion ofthe Internet
  53. Trends - So what!?! • Differentiation: Hype vs. Trend • Act „future-proof“ • Aligninvestmentsaccordingly • Competitiveadvantage
  54. Thanks! Olaf Nitz Head of Digital Media Strategy Austrian National Tourist Office www.austriatourism.com linkedin.com/in/onitz olaf.nitz@austria.info facebook.com/onitz twitter.com/onitz slideshare.net/onitz delicious.com/onitz profiles.google.com/Olaf.Nitz

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