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NEW DIGITAL
RULES:
SUPERNOW +
HYPERLOCAL
BRAND, DIGITAL AND CREATION
JANUARY 29, 2013
LOVE DATA
56%
22%
22%
Familiary with Digital
Low
Medium
High
47%
19%
34%
Familiarity with Marketing
Low
Medium
High
SOME EXPECTATIONS WERE QUITE LARGE…
“To discover this new field, and explore the links with my
favourite 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 expectations
TO FOSTER/EXPRESS MY CREATIVITY
TO UNDERSTAND HOW DIGITAL CAMPAIGN HAVE
BEEN MADE
TO GET PROFESSIONNAL KNOWLEDGE IN DIGITAL
STRATEGY
OTHER
LOVE DATA
OUR AGENDA
The digital time shift…
A. Introduction: the Samoan time travel
B. Fertile ground
C. Supernow: an attempt of a defintion
And its consequences for brands
A. Five principles
B. Marketing Trends: ATAWAD and FOMO
C. Next big thing : Pre-cognitive marketing
PART I.
SUPERNOW
PART II.
HYPERLOCAL
The rise of the Hyperlocal
A. Introduction
B. Fertile ground
C. Hyperlocal: an attempt of a definition
And its consequences for brands
A. Five principles
B. Marketing Trends : GEOFANCING and SoLoMo
C. Next big thing :
WHY ARE THESE NEW RULES IMPORTANT ? BECAUSE THE DIGITAL
TURNS US : FROM A FRAMED WORLD TO A FLOWING WORLD
BUT FIRST, AN
INTRODUCTION
The web is dead : rise
of the apps, Internet in
TV, connected shops’
windows. Even the
screen is dead, all the
objects can be digital
interfaces.
DIGITAL IS NOT THE WEB ANYMORE
DIGITAL IS NOT A DEVICE ANYMORE
The medium is
dead, what counts now
is the circulation of
data. The software and
the idea of file
« ownership » is dead :
RSS, Spotify-
like, Google
Chromebook etc.
HUMAN CROSSES DIGITAL
Technology and human
beings have met and
merged. The body is an
interface and the
machines are more
human.
A NEW PARADIGM FOR BRANDS
Reality
Augmented reality
Augmented virtuality
Virtuality
The first digital model
for brands was
centered around the
retail, dividing the
world between stores
and eshops, the brick
and the mortar. But
today, 2 more levels
co-exist and interact
between them.
A NEW PARADIGM FOR BRANDS
Reality Augmented reality
Augmented virtualityVirtuality
BOUNDARIES DON’T EXIST ANYMORE
We are now looking for
seamless experiences.
It changes how we
perceive time and
space. And it changes
our behaviors and
expectations from
brands.
PART I.
SUPERNOW
A DEFINITION OF TIME?
« What is time, then? If
no one asks me, I know
what it is. If I wish to
explain it to him who
asks, I do not know. »
Confessions, XI, 14.
THE TIME-JUMPING OF SAMOANS
IN SAMOA, NO
ONE WILL BE
BORN ON
DECEMBER
30, 2011, AND NO
ONE WILL DIE.
THE TIME-JUMPING OF SAMOANS
LIKE THE
SAMOAN
GOVERNMENT, DI
GITAL HAS
CREATED NEW
TIME LINES
FERTILE GROUND
THE
QUESTIONING OF
THE VERY NOTION
OF TIME BUILT
THE REIGN OF
HYPER-PRESENT
FERTILE GROUND
DIGITAL’S
ACCELERATION
FOLLOWS THE
EVOLUTION OF
COMPUTER
CHIP’S
PERFORMANCE
SUPERNOW? AN ATTEMPT OF A DEFINITION
A NEW TIME AND SPACE PERCEPTION
"New technologies have changed
our perception of time and
space, nothing less! They didn't
reduce the distances like did
donkeys or jet, they just erased
them."
Michel Serres on Space - Inria -
2007
THE VALUE OF TIME IN LIQUID MODERNITY
"In the era of hardware, of heavy
modernity, which in Max Weber’s
terms was also the era of
instrumental rationality, time was
the means which needed to be
husbanded and managed prudently
so that the return of value, which
were space, could be maximised; in
the era of software, of light
modernity, the effectiveness of time
as means of value-attainment tends
to approach infinity..."
Zygmunt Bauman - “Liquid
Modernity” - 2000
A SOCIETY OF SPEEDNESS
« Behind Google, there is the idea of
a constant change - almost in real
time - of the landscape. (…)
Everything is tied up in the
accelaration of instant, the
acceleration of real time, and not in
the accelaration of history anymore »
Paul Virilio, interview on Terra Nova
TO SUM UP
SPACE IS NO
MORE AN
ISSUE
TIME IS WHAT
MATTER
THE ACCELERATION
OF THE INSTANT
= WE LIVE IN THE REGN OF SUPERNOW, WHERE EVERY INSTANT COUNT.
SERRES BAUMAN VIRILIO
+ +
A SET OF NEW PRINCIPLES FOR BRANDS
PRINCIPLE #1
BRING OUT THE
REAL TIME
POKE: REAL TIME OFFER
OLD SPICE: REAL TIME CONVERSATION
OFF AND AWAY: REAL TIME PRICING
PRINCIPLE #2
ADOPT INSTANT
AS THE NEW
UNIVERSAL
STANDART
MONTBLANC: CAPTURE THE SECOND
SNAPCHAT: SELF-DESTRUCT CONTENT
THIS IS NOW: TIME AGGREGATOR
PRINCIPLE #3
MAKE EVERY DATA
AND EVERY
REQUEST
AVAILABLE
IMMEDIATLY
BESTBUY: EMPLOYEE-BASED CUSTOMER SERVICE
RED TOMATO: EMERGENCY ANSWER
BMW: EMERGENCY ANSWER
PRINCIPLE #4
REMIX TIME
(IN ANY WAY YOU
WANT)
MONTBLANC: REMIXING UGC
NATIONAL GEOGRAPHIC: COLLABORATIVE ART
EVERGIG: TIME RECREATED
PRINCIPLE #5
SET UP TIME
TRAVEL
EXPERIENCE
CHANEL: A JOURNEY BACK THROUGH TIME
BMW: A GLIMPSE INTO THE NEAR FUTURE
GOOGLE: FUTURISTIC PROJECT
TWO MARKETING TRENDS ASSOCIATED WITH SUPERNOW
FOMO AND
ATAWAD
FOMO
Definition:
"The feeling one gets when straying
from his or her normal social routine."
ATAWAD
Definition:
"Any Time, Anywhere, Any Device"
NEXT BIG THING
BEYOND TIME:
THE RISE OF
PRE-COGNITIVE
MARKETING
AMAZON: « YOU WOULD ALSO LIKE »
BRITISH AIRWAYS: HIGHLY PERSONALIZED SERVICE
GOOGLE NOW: PRE-COGNITIVE MARKETING
Panta rhei
Heraclitus
AND REMEMBER
PART II.
HYPERLOCAL AND
UBIQUITY
FERTILE GROUND
MORE THAN EVER, THE
MOBILITY IS A MAJOR
STAKE :
TRANSPORTS, TRAVELS
, PROFESSIONAL
INSTABILITY, ERA OF
MOBILE DEVICES.
SCARED AND TIRED OF
GLOBALIZATION, PEOP
LE ARE LOOKING FOR
MORE HUMAN
BUSINESS AND MORE
LOCAL RELATIONSHIPS.
THIS IS THE RETURN OF
THE VILLAGE
SOCIABILITY.
FERTILE GROUND
HYPERLOCAL? AN ATTEMPT OF A DEFINITION
“We live in a world where there
is more and more
information, and less and less
meaning. Simulation is no
longer that of a territory, a
referential being or a
substance. It is the generation
by models of a real without
origin or reality: a hyperreal...”
THE ERA OF HYPERREALITY
Jean Baudrillard in
Simulacra and Simulations
"The Main Street facades are
presented to us as toy houses and
invite us to enter them, but their
interior is always a disguised
supermarket, where you buy
obsessively, believing that you are
still playing. An allegory of the
consumer society, a place of absolute
iconism, Disneyland is also as place of
total passivity. Its visitors must agree
to behave like robots."
Umberto Eco about DisneyLand
in The Age of Simulation
THE ICONISM MORE IMPORTANT THAN THE REALITY
"Stop saying that new technologies
have reduced the distances, it is stupid.
New technologies moved us from an
euclydian space to a new space, from a
carthesian space to a new space not
located, that can't be located, a
topological space, a space without
distance, where distance should be
redefined, where distance shoud be
reconsidered from a primary topology.
We have moved to a new space."
Michel Serres on Space - Inria - 2007
INTRODUCTION
TO SUM UP
THE HYPERREALITY
KILLS THE TERRITORY
WE ARE SPECTATORS
OF THIS FAKE LAYER
= WE LIVE IN THE REIGN OF AN AUGMENTED SPACE,
THE HYPERLOCAL, WHERE VIRTUALITY COUNTS.
BAUDRILLARD ECO
+
IT’S NOT ABOUT DISTANCES
BUT NEW SPACES
SERRES
+
A SET OF NEW RULES FOR BRANDS
RULE #1
MARK, TAG & PLAY
WITH YOUR
TERRITORY
SIGN
DIGITALIZE YOUR SPACES TO INCREASE PROXIMITY
BE A PRACTICAL GUIDE
SIGN
SIGN
BE AN INTELLIGENT GUIDE
SIGN
USE THE CITY AS A PLAYGROUND
GIVE THE POWER
OF UBIQUITY
RULE #2
70
“What’s taking preference now is to try to get as ubiquitous as
possible. Program and design from the mobile standpoint
first, then extrapolate what could be applied for the
PC, television and print experience.”
Michael Bayle, SVP ESPN
SIGN
PLAY WITH THE DOUBLE SCREEN USAGE
SIGN
BROADCAST PRIVATE LIVE EVENTS FOR SPECIAL CONSUMERS
SIGN
USE ROBOTS TO TELEPORT A CONSUMER WHO CAN’T MOVE
SIGN
INCREASE DESIRE FOR TRAVEL BY GIVING A PREVIEW OF THE TRIP
MAKE INVISIBLE
SPACES VISIBLE
RULE #3
SIGN
ADD A LAYER OF USEFUL INFORMATIONS TO THE WORLD
SIGN
SHOW THE PAST (OR THE FUTURE) IN THE PRESENT
SIGN
EXPLOIT INFORMATIONS FROM THE STREET
SIGN
HIDE THINGS YOUR CONSUMERS NEED TO DECODE
BE THERE WHEN
YOU’RE NEEDED
RULE #4
SIGN
GIVE YOUR CONSUMERS THE OPPORTUNITY TO SHOP WHEN THEY HAVE TIME
SIGN
ALLOW YOUR CONSUMERS TO SHOP WHEN THEY HAVE A CRUSH
DON’T FORGET TO
FLATTER THE “I WAS
THERE” EGOTRIP
RULE #5
SIGN
ASK YOUR CONSUMERS TO SHARE THEIR VIP PLACES
SIGN
CONNECT YOUR COMMUNITY AROUND PLACES
SIGN
ENHANCE THE LOCAL EXPERIENCE THROUGH SOCIAL INTERACTIONS
2 MARKETING TRENDS ASSOCIATED WITH THE HYPERLOCAL
SOLOMO, GEOFEN
CING
GEOFENCING
SOLOMO
89
THE NEXT BIG THING
DIGITAL FOR
SMALL
BUSINESSES
AARAM SHOP
AMERICAN EXPRESS
A QUICK CONCLUSION
These explosions of
time and space
have lead to data
pollution : there’s
an opportunity for
brands to
organize, filter the
world
It also asks the
question of
privacy, transparenc
y and surveillance :
if anything is
accessible
anywhere, anytime,
how to control the
datas ?
Time, location and digital

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