The document outlines a training session on bringing companies to market in the digital age. It discusses how digital technologies have fundamentally changed communication, which is now multi-directional rather than one-directional. To succeed in the digital world, companies must create extraordinary experiences, tell compelling stories, and focus on creating value for customers by making their lives easier. When communicating digitally, companies should focus on building an ecosystem rather than just a website, prioritize simplicity, use aesthetics and design, engage multiple senses with different formats, utilize data visualization, and ensure interactivity through simulations. Storytelling, not just information, should be the focus. The training will continue after lunch with case studies and a discussion on being a great client.

1. Bringing your company to market
in Digital Age
Intensive training session
for Estonia-Latvia project ”ICT DCNet” (EU 34537)
Demo Center participants, Latvian IT Cluster members and partners
Day 1 // April 25, 2012
@ Rīga Business School, Skolas Str.11

2. 10:00 - 11:30
Digital Age: Changes, Challenges and Opportunities / Zigurds
11:50 - 13:15
Power, Point & Paint: telling the story of your company / Liene
Break for lunch (13:15 - 14:30)
14:30 - 15:40
Cases, Cases, Cases / Zigurds
16:00 - 17:00
What does it mean to be great client / Zigurds

3. Digital Age
Changes, challenges and opportunities for marketers
Zigurds Zaķis
Blog (LV): http://zz.typepad.com
Twitter: @zz_zigurds

4. Digital
is not about Digital
at all

5. 4 media revolutions
1875
1656 1877 1901
1888
1800s

6. Mass media age

8. Communication yesterday
(1920 - 2005)
Awareness
Create interest
To inform
Tell the story to them
“Interruptive”, one-directional communication

10. Digital Technologies
are fundamentally chaning our life
Society
Politics
Economy
Business
Work
Communication
Education
Culture
Creativity

11. Today
1.
Multi-directional
communication:
Create Interest
Involve
Inform
Storytelling
Encourage
conversations
Create opportunities for
self-expression
Create value
http://www.flickr.com/photos/georgeaugustine/2116513291/

12. Abundance of information
2. Fragmentation

13. Abundance of information
2. Fragmentation How do they feel
Excited
New Skills: Energized
Inspirted
(To Find)
To Choose vs.
To Evaluate
To Use Confused
To Develop Uncomfortable
To Learn Overwhelmed
Find anything
Share anything
Ignore anything,
that is not interesting or valuable for me

14. 3. Search
How do we reach them?
How do they find us?
Why do they find us?
Why it is important to them?
Will they return? Why?

15. 4. Creative self-expression & Participation
until 90s: privilege
Tools Platforms

16. 5. Social networks & sharing

17. “There is still a role for
advertising, but less as a medium
for blasting messages at people
than as a way of helping turn its
audience into storytellers
themselves”
“Change by Design” Tim Brown, IDEO
http://www.boston.com/bigpicture/2012/04/coachella_2012.html

18. 6. Interactivity everywhere

19. 7. Always ON. Real-time
iPhone, June 2007 2010/2011 2011
From mobile phones to mobile devices iPad, Tablet PCs:
iPhone AppStore, July 2008 on mass scale very different kind of experience
iPad (April 2010)
9,7”, iOS, 40’000 Apps, 300’000 iPhone apps
$500-850, sold 7.5mln (2010)

20. A lot of opportunities vs. A lot of noise
How to get through the clutter?

21. How
to approach it?

22. 1
Aiming for
nothing less than
creating
extraordinary
experiences
and telling these stories!

23. Extraordinary
experiences
Events
Products
Services
Customer experiences
Entertainment
Innovations
Experiments
Aesthetics
Design
+
telling the story
in distinctive, relevant, compelling way

24. 2
Consistently looking for opportunities
to create value
for consumer
for customer/client
for society
for country

25. 2
Creating value
= making their lives easier/better
+
telling the story
in distinctive, relevant, compelling way

26. 2 Creating value
Making their lives easier/better
Helping them to get most out of the product
Helping them to became more efficient
Helping them to learn new skills
Helping them to succeed
etc

27. 2
Creating value
Observations
Insights
Products and Services
that will improve lives

28. “It’s not what you say
that matters, it’s what you do”
But it does not matter much
if you do not tell it (in compelling way)

29. 3 Portfolio
of
projects
http://www.flickr.com/photos/harryduns/5595093635/

30. 3
Portfolio of projects
Integrated campaigns
and
“Permanent”

31. 3
Portfolio of projects
Conscious experimentation
Quick prototyping
A culture of optimism
Diversification
Combining the best of
Product Design and Venture Capital companies

32. Approaching
customer challenges
in your digital platforms

33. 1
Ecosystem
not just webpage or application or campaign. Or battlefield.
Delivering 4W:
✦ What they want ✦
✦ When they want ✦
✦ Where they want ✦
✦ How they Want ✦
How many good brand embassies do you have?

34. 2
Simplicity
“Every millisecond counts”
Information overload:
Easy & intuitive use
Engaging for ordinary users and
time beginners
is the most valuable thing in
Modular
peoples lives
Creating experiences, not just bringing more information

35. 3
Aesthetics
Increasing power of design
Information overload:
How
it
looks
and
feels
in
not
less
important
than
what
it
does
standing-out
delighting their eye
surprising them
consistent experience in every touchpoint
making it hard to imitate

37. Des4na4ons:
New
Zealand
100%
pure

40. 4
Using all senses
Multi-media
“Pictures speaks louder then words”
Variety of formats
now deliverable Using different formats
through most of devices (slideshows, video, audio)
our customers use Interactivity
Creating experiences, not just bringing more information

41. BlendTec
Apple
David
Pogue,
NYTimes “.....
in
Plain
English” Adobe
TV

42. Video: The Age of 4 screens
Convenience
Content Consumption Real-Time
Content Creation Interactions
Superior Experience Mobility
Participation Participation Simplicity
HD videos Full screen experiences Applications
Applications
slideshows, presentations Participation Page-based content
e-publications & slideshows

43. 4
Using all senses
Multi-media
Delivering 4W:
✦ What they want ✦ When they want ✦
✦ Where they want ✦ How they want ✦
Access through all devices
Adapted, not just re-formatted
Modular

44. 5
Data visualization
Data can be beautiful

45. 6
Interactivity
Dynamic, not static
simulations
personalization
participation
real-time

46. 7
Storytelling
Story, not information, in the center
“Designer is master storyteller whose skill is measured
by his or her ability to craft a compelling, consistent
and believable narrative”
“Change by Design” Tim Brown, IDEO

47. Summary

48. Changes & Challenges
1. Two way (Multi-directional) communication
2. Abundance of information. Fragmentation.
3. Search. Reversing roles. Importance of relevance.
4. Social networks and sharing.
5. Creative self-expression. Social currency. Participation.
6. Interactivity everywhere
7. Always connected. Real-time.

49. How to approach
1. Creating extraordinary experiences.
2. Creating value. Making their lives easier.
3. Project portfolio. Openness to experiments.

50. Communication in digital channels
1. Ecosystem, not just website or profile in social network
2. Simplicity. Every millisecond counts. Less is more.
3. Aesthetics. Increasing power of design.
4. Using all senses. Variety of formats. 4 screens.
5. Data visualization
6. Interacivity. Simulation. Dynamic not static.
7. Storytelling. Story, not information, in the center

51. Intensive training session
for Estonia-Latvia project ”ICT DCNet” (EU 34537)
Demo Center participants, Latvian IT Cluster members and partners
Day 1 // April 25, 2012
@ Rīga Business School, Skolas Str.11
Q&A?
to be continued @ 14:30
My Blog (LV): http://zz.typepad.com
Twitter: @zz_zigurds