Back in 2006 we couldn’t have imagined the tools, campaigns, platforms and memes that would rise (and fall) in the next 10 years. Mike will take a sideways look at the trends and insights we expect from the next 10 years and beyond.

1. THE FUTURE OF
CAMPAIGNING
Back in 2006 we couldn’t have imagined the tools,
campaigns, platforms and memes that would rise (and
fall) in the next 10 years. Mike will take a sideways look
at the trends and insights we expect from the next 10
years and beyond.
Mike Harris

2. 10 THOUGHTS IN 20
MINUTES
Some pointers on the future of digital
campaigning.

3. 1. Artificial intelligence is here
Imagine reading a news article in
Vietnamese a decade ago? Now
Google translate makes it possible.
Thanks to AI, plugins into Facebook
will make translation the default for
advertising campaigns and chatbots.
Your campaigns will scale to global
by default.
To run a customer services team, you
used to need a call centre, now apps
like Intercom.io mean you can
provide problem solving through
machine-learning for your users.

4. 2. Supercheap computing
The Raspberry PI Zero is $5. It has a
1ghz cpu.
The Cray 1 cost $35,200,000 in today’s
money in 1977. The Raspberry Pi
Zero is 30x faster and 1/7 million of
the price.
You can rent Edinburgh University’s
supercomputer with 2016 cores for
just £75 per hour.
What does this mean?

5. ….makes crunching data cheap
You can crunch data easier than ever
before. Insights into human
behaviour that would have been
impossible to calculate and now
possible if you spin up a virtual
machine in the cloud.
Here a data scientist analysed every
Uber trip in New York to understand
where people get Uber taxis and
where they get dropped off. This was
possible due to cloud computing.

6. 3. Email is not dead
Click-through rates continue to decline, but open rates are increasing.
Email is getting cheaper to send thanks to new cloud services.

7. 4. Power of push notifications
72% of users like
push notifications
(NiemanLab).
Triggered push
notifications have
a 2,770% higher
conversion rate
than email
campaigns.

8. 5. Experiential matters
Anecdotally, there has been a drop
off in the number of people attending
campaign events…
Yet, ultimately the most powerful
thing you can do is to mobilise
people.
Brands spend a fortune trying to get
mobilise people by getting them to
turn up to events…
And corporations are terrified of the
reputational damage from protests.

9. 6. Longform for hearts and minds

10. 7. Millennials aren’t cheap
Millennials aren’t cheap -
considering they have the lowest
income of any age group - they are as
likely to give weekly as nearly any
other age.
Millennials are significantly more
likely to have signed a petition (61%
of 18-24 year olds vs. 49% of people
aged 65+). 9% of millennials have
attended a protest in the last year.
Data from CAF.

11. 8. Kill your social KPIs
The board has asked to double our
Twitter followers and Facebook likes
in the next year…
Kill. Your Social KPIs. Now.
Would you like 10,000 additional
Twitter followers or 1 additional
follower, JK Rowling?

12. 9. Is your website your only shopfront?
Would you rather have 10,000
additional website visits or
1,000,000 people reading a
Medium post?
Your website can’t be your only
window of the world - think of
all the potential shopfronts you
could have:
Medium
Snapchat
Instagram
Reddit

13. 10. Your time is precious
The news is 24/7/365. The
campaigns cycle is even quicker.
We’ve emphasised today the
importance of acting quickly…
But you need time to think.
When was the last time you had
headspace to have a moment of
inspiration?
When was the last genius idea
you had? Was it at your desk?