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Shifts in expectations, experiences & anxieties


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Digital technology has played a huge role in shaping media, empowering people to reshape content, and disrupting well-established marketing models to give marketers an opportunity to create new approaches.

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Shifts in expectations, experiences & anxieties

  1. 1.            Shifts  in  Expectations,  Experiences  &  Anxieties  Pushkar  Sane    Digital  technology  has  played  a  huge  role  in  shaping  media,  empowering  people   to   reshape   content,   and   disrupting   well-­‐established   marketing  models  to  give  marketers  an  opportunity  to  create  new  approaches.  |  @PushkarSane  |  |    
  2. 2. [SHIFTS  IN  EXPECTATIONS,  EXPERIENCES  &  ANXIETIES]        2010  is  coming  to  an  end,  and  with  it  a  decade  of  incredible  innovation  we’ll  pass  the  baton   to   a   new   decade   with   high   hopes.   Digital   technology   has   played   a   huge   role   in  shaping  media  in  this  decade  and  it  will  continue  to  do  so  in  the  future.    Many   marketing   gurus   have   explained   effects   of   technology   on   media   through  various  tangible  shifts  with  respect  to  time,  place,  and  shape.  On-­‐demand  delivery  of  content  has  liberated  people  from  following  a  fixed  schedule  to  watch  their  favourite  shows   (time   shift).   Content   is   now   travelling   across   the   globe   and   breaking   the  geographical   (and   political)   boundaries   (place   shift).   Most   importantly,   it   has  empowered   people   to   reshape   content   to   meet   their   own   device   and   platform  requirements   (shape   shift).   These   shifts   are   currently   disrupting   well-­‐established  marketing  models  and  giving  us  an  opportunity  to  create  new  approaches.    These   tangible   shifts   are   important,   but   the   impact   of   digital   technology   has   been  significantly   deeper.   We   now   live   in   a   world   where   people   are   addicted   to  compulsive  entertainment,  hyper-­‐connectivity,  and  endless  choice.  As  a  result,  new  waves   are   getting   created   around   expectations,   experiences,   and   anxieties.   Let   us  look  at  the  characteristics  of  these  waves  and  their  impact  in  the  future.    Shifting  Expectations  Digital  is  changing  our  expectations  constantly  and  we  now  expect  more  out  of  every  piece  of  technology.  We  want  all  our  devices  to  provide  entertainment  and  also  have  the   ability   to   connect   to   social   platforms   on   a   24/7   basis.   We   write   messages   well  past  midnight  and  expect  almost  instantaneous  responses.  We  expect  the  very  best  from  different  brands  irrespective  of  our  geographical  location.  For  example,  many  people  criticised  the  iPad  for  not  having  a  camera.  Many  were  agitated  that  Twitter’s  new   design   or   Facebook   Places   was   not   available   to   global   audiences   at   the   same  time  as  their  American  friends.  Fans  of  the  TV  drama  “24″₺  didn’t  like  the  spoilers  on  Facebook  and  wanted  to  see  the  actual  episodes.    Disappointment   or   agitation   often   emerges   out   of   real-­‐time   global   connectivity.  Increased  expectations  are  making  things  difficult  for  marketers  across  all  aspects  –  product   development,   distribution,   go-­‐to-­‐market   timing,   innovation,   pricing,   and  most  importantly  relationship  management.  Marketers  need  to  realize  that  they’re  no   longer   marketing   inside   a   particular   geography;   now   the   world   is   one   common  marketplace.    Shifting  Experiences  Digital   has   given   a   completely   new   dimension   to   our   experiences.   In   the   good   old  days,   our   experiences   were   momentary   and   largely   shared   through   face-­‐to-­‐face  interactions.   Social   platforms   changed   that   completely.   Now   our   experiences   go  |  @PushkarSane  |  |  
  3. 3. [SHIFTS  IN  EXPECTATIONS,  EXPERIENCES  &  ANXIETIES]      beyond  the  original  moment  and  are  getting  shared  in  real  time.  People  in  our  socio-­‐graphs  can  choose  to  participate  in  a  particular  experience  or  can  simply  observe  it.  Digital   has   also   given   a   sense   of   permanency   as   experiences   can   be   stored   in   the  form  of  videos,  photos,  tweets,  comments,  blogs,  etc.  All  of  them  are  searchable  and  accessible  at  a  later  point  in  time.  For  example,  our  leisure  travel  photographs  and  videos  are  shared  through  Flickr,  Facebook,  and  YouTube.  We  upload  them  as  we  go  along  and  get  comments  from  our  social  circles.  Some  friends  voluntarily  provide  tips  that  can  enhance  our  on-­‐ground  experience  and  some  friends  get  inspired  by  what  we   post.   Similarly,   party   experiences,   celebrity   interactions,   and   even   innovative  product  experiences  are  shared  actively.    In  effect,  digital  has  increased  the  shelf  life  of  our  experiences  with  a  built-­‐in  element  of   interactivity.   Therefore,   marketers   need   to   go   beyond   the   moments   of   actual  brand  experience  and  develop  platforms  that  can  extend  the  shelf  life.    Shifting  Anxieties  Choice  is  good.  Excessive  choice  is  a  challenge.  Infinite  choices  make  things  difficult.  Digital   revolution   has   created   infinite   choices   in   terms   of   channels,   content,  platforms,   and   devices.   It   is   quite   difficult   to   manage   social   presence   across   six  different  platforms,  update  apps  on  three  different  devices  (with  50  features  each),  watch   content   from   hundreds   of   sources,   and   sift   through   an   array   of   channels.   It  not   only   leads   to   confusion   but   also   creates   anxiety.   ‘Consumer   in   control’   is   a   fancy  statement  but  in  actuality  consumers  seem  to  be  in  crisis.  We  only  have  finite  time  (24   hours   in   a   day)   and   that   is   not   going   to   change.   So   people   will   have   to   either  increase   their   ability   to   parallel   process   or   pay   partial   attention   to   all   the   choices.  Either  way,  it’s  not  a  good  thing  for  brands  and  content  owners.    The  good  news  is  that  people  need  help.  They  need  someone  to  simplify  things  for  them  so  that  they  can  get  the  best  out  all  the  possible  choices.  Brands  can  play  an  important  role  in  reducing  anxiety.  Think  of  a  brand  as  a  museum  curator.  Curators  usually   separate   the   best   from   the   ordinary   and   fact   from   fiction.   Imagine   going   to   a  museum  and  seeing  hundreds  of  fake  objects  with  some  fictional  stories  before  you  realise   that   the   collection   is   worthless.   By   taking   the   curator   approach,   brands   can  help   consumers   separate   worthwhile   choices   from   relatively   worthless   ones.   It   will  certainly  help  in  reducing  anxiety  of  people  bombarded  with  choice.    We’re   about   to   step   into   an   interesting   decade   where   technology   will   continue   to  drive   innovation   and   disrupt   established   models.   So   in   order   to   stay   relevant,  marketers   will   have   to   understand   the   impact   of   technology   on   human   conditions  and  aspirations.     (Originally  published  in  ClickZ.Asia  on  20  December  2010)  |  @PushkarSane  |  |