This is a presentation on trends underpinning digital strategy that I gave a couple of times at the end of 2008. Like all my presentations, a talking head is needed for many of the slides and the videos are absent from the PDF version of the presentation. Hopefully, you will still get the general overview and thrust of the presentation.
Scaling API-first – The story of a global engineering organization
Digital Trends | Patrick Collings 2008
1. Trends underpinning digital brand strategy
Patrick Collings
Sagacite Brand Agency
Cape Town
December 2008
by Atzu - http://www.flickr.com/photos/atzu/2860423758/sizes/o/in/set-72157606029559521/
4. The flow, not the contours
Talking to the listener
The art of gliding
15MB is the new 15 minutes
The third screen
Our virtual reality
Always informed everywhere
Reassembling the fragmentation
40. “... they have to keep on consistently building their
brands equity so that when a potentially damaging
piece of communication does filter out into the
world, their brand is strong enough and their
consumers are savvy enough to understand its
source is the public domain.”
41. your brand does not
need you to be online
others will put it there
98. 90% of US users don’t want mobile marketing
72% of US users are annoyed by the idea
99. however they don’t mind if
it is entertaining
it informs
they are in control
100. if your digital strategy doesn’t have a
mobile component then you need to ask
whether you have a digital strategy. if
your digital strategy only has a mobile
componet then you need to ask
whether you have a digital strategy
112. they came
from september 2006 to june
2008, the number of second life
members grew from 800,000 to
14,000,000
113. they played
during the same period the
number of simultaneous second
life users grew from 10,000 to
65,000
114. 1,000,000 to 2,000,000
they paid
in the space of 18 months the
average value of transactions per
day on second life went from
$500,000 to between $1m and
$2m*
* Figure estimated
115. they profited
in may 2008 over 59,000 people
had a positive linden dollar flow,
up from 44,600 in september
2007
151. “One of the things our grandchildren will
find quaintest about us is that we
distinguish the digital from the real, the
virtual from the real. In the future, that will
become literally impossible. The distinction
between cyberspace and that which isn’t
cyberspace is going to be unimaginable”
William Gibson
170. A bit like playing chess
photo by Chai Dealo (http://www.flickr.com/photos/chaidealo/706692402/sizes/o/)
171. photo by Ninja Poodles (http://www.flickr.com/photos/ninjapoodles/479254139/sizes/o/
The tail doesn’t wag the dog
172. For ongoing coverage of and commentary on brands in the digital arena
please visit the Brand Architect blog at www.collings.co.za
Thanks to Faris Yakob for his great insights and thinking which help
provide the background for the development on my fractal branding
model.
Photos are taken from Flickr under a creative commons licence. Thanks
to Oliver Wilke for permission to use the crowd shot which introduced the
sections titled “Talking to the listener”
Patrick Collings
patrick@sagacite.co.za
+27 (0)83 616 0967