NEW DIGITALRULES:SUPERNOW +HYPERLOCALBRAND, DIGITAL AND CREATIONJANUARY 29, 2013
LOVE DATA56%22%22%Familiary with DigitalLowMediumHigh47%19%34%Familiarity with MarketingLowMediumHigh
SOME EXPECTATIONS WERE QUITE LARGE…“To discover this new field, and explore the links with myfavourite subject: politics and communication”
SOME EXPECTATIONS WERE QUITE PRECISE…“To learn how we can be creative about a natural gas company”
SOME EXPECTATIONS WERE QUITE AMBITIOUS…« To get knowledge on digital, (…) how to go viral… »
25%16%47%12%Your expectationsTO FOSTER/EXPRESS MY CREATIVITYTO UNDERSTAND HOW DIGITAL CAMPAIGN HAVEBEEN MADETO GET PROFESSIONNAL KNOWLEDGE IN DIGITALSTRATEGYOTHERLOVE DATA
OUR AGENDAThe digital time shift…A. Introduction: the Samoan time travelB. Fertile groundC. Supernow: an attempt of a defintionAnd its consequences for brandsA. Five principlesB. Marketing Trends: ATAWAD and FOMOC. Next big thing : Pre-cognitive marketingPART I.SUPERNOWPART II.HYPERLOCALThe rise of the HyperlocalA. IntroductionB. Fertile groundC. Hyperlocal: an attempt of a definitionAnd its consequences for brandsA. Five principlesB. Marketing Trends : GEOFANCING and SoLoMoC. Next big thing :
WHY ARE THESE NEW RULES IMPORTANT ? BECAUSE THE DIGITALTURNS US : FROM A FRAMED WORLD TO A FLOWING WORLDBUT FIRST, ANINTRODUCTION
The web is dead : riseof the apps, Internet inTV, connected shops’windows. Even thescreen is dead, all theobjects can be digitalinterfaces.DIGITAL IS NOT THE WEB ANYMORE
DIGITAL IS NOT A DEVICE ANYMOREThe medium isdead, what counts nowis the circulation ofdata. The software andthe idea of file« ownership » is dead :RSS, Spotify-like, GoogleChromebook etc.
HUMAN CROSSES DIGITALTechnology and humanbeings have met andmerged. The body is aninterface and themachines are morehuman.
A NEW PARADIGM FOR BRANDSRealityAugmented realityAugmented virtualityVirtualityThe first digital modelfor brands wascentered around theretail, dividing theworld between storesand eshops, the brickand the mortar. Buttoday, 2 more levelsco-exist and interactbetween them.
A NEW PARADIGM FOR BRANDSReality Augmented realityAugmented virtualityVirtuality
BOUNDARIES DON’T EXIST ANYMOREWe are now looking forseamless experiences.It changes how weperceive time andspace. And it changesour behaviors andexpectations frombrands.
A NEW TIME AND SPACE PERCEPTION"New technologies have changedour perception of time andspace, nothing less! They didntreduce the distances like diddonkeys or jet, they just erasedthem."Michel Serres on Space - Inria -2007
THE VALUE OF TIME IN LIQUID MODERNITY"In the era of hardware, of heavymodernity, which in Max Weber’sterms was also the era ofinstrumental rationality, time wasthe means which needed to behusbanded and managed prudentlyso that the return of value, whichwere space, could be maximised; inthe era of software, of lightmodernity, the effectiveness of timeas means of value-attainment tendsto approach infinity..."Zygmunt Bauman - “LiquidModernity” - 2000
A SOCIETY OF SPEEDNESS« Behind Google, there is the idea ofa constant change - almost in realtime - of the landscape. (…)Everything is tied up in theaccelaration of instant, theacceleration of real time, and not inthe accelaration of history anymore »Paul Virilio, interview on Terra Nova
TO SUM UPSPACE IS NOMORE ANISSUETIME IS WHATMATTERTHE ACCELERATIONOF THE INSTANT= WE LIVE IN THE REGN OF SUPERNOW, WHERE EVERY INSTANT COUNT.SERRES BAUMAN VIRILIO+ +
“We live in a world where thereis more and moreinformation, and less and lessmeaning. Simulation is nolonger that of a territory, areferential being or asubstance. It is the generationby models of a real withoutorigin or reality: a hyperreal...”THE ERA OF HYPERREALITYJean Baudrillard inSimulacra and Simulations
"The Main Street facades arepresented to us as toy houses andinvite us to enter them, but theirinterior is always a disguisedsupermarket, where you buyobsessively, believing that you arestill playing. An allegory of theconsumer society, a place of absoluteiconism, Disneyland is also as place oftotal passivity. Its visitors must agreeto behave like robots."Umberto Eco about DisneyLandin The Age of SimulationTHE ICONISM MORE IMPORTANT THAN THE REALITY
"Stop saying that new technologieshave reduced the distances, it is stupid.New technologies moved us from aneuclydian space to a new space, from acarthesian space to a new space notlocated, that cant be located, atopological space, a space withoutdistance, where distance should beredefined, where distance shoud bereconsidered from a primary topology.We have moved to a new space."Michel Serres on Space - Inria - 2007INTRODUCTION
TO SUM UPTHE HYPERREALITYKILLS THE TERRITORYWE ARE SPECTATORSOF THIS FAKE LAYER= WE LIVE IN THE REIGN OF AN AUGMENTED SPACE,THE HYPERLOCAL, WHERE VIRTUALITY COUNTS.BAUDRILLARD ECO+IT’S NOT ABOUT DISTANCESBUT NEW SPACESSERRES+
70“What’s taking preference now is to try to get as ubiquitous aspossible. Program and design from the mobile standpointfirst, then extrapolate what could be applied for thePC, television and print experience.”Michael Bayle, SVP ESPNSIGNPLAY WITH THE DOUBLE SCREEN USAGE
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