The document emphasizes the increasing importance of creativity in digital marketing against the backdrop of data-driven methodologies. It argues that while marketing automation and analytics enhance effectiveness, they cannot replace the 'magic' of creative engagement. The future of digital creativity lies in making data accessible, engaging, and valuable for users.

1. © 2013 Zuni | All Rights Reserved | Confidential
Why Creativity in Digital is
More Important Than Ever
Mike Zeederberg – Managing Director / Founder

2. © 2013 Zuni | All Rights Reserved | Confidential
Today
• What is digital creativity
• Is digital creativity under threat
• What does the digital future hold
• The role of creativity for marketing in a digital future

3. © 2013 Zuni | All Rights Reserved | Confidential
Creativity in digital - origins
We sold it as
• Cheaper
• More measurable
• Better ROI
• Direct Response
The rotating logo
The Flash pre-loader
“Under Construction”
1994: wired.com then known as HotWired, invents the web banner ad.

4. © 2013 Zuni | All Rights Reserved | Confidential
The threat of the
science of digital
marketing
• Marketing automation
• Funnel optimisation
• Trigger events
• Multi-variant testing
• Econometric modeling
• An ROI for everything and every action

5. © 2013 Zuni | All Rights Reserved | Confidential
Can the science work
without the magic?
© Ashleigh Brilliant
“The difference between Science and Magic is
that magicians usually know what they’re doing.”

6. © 2013 Zuni | All Rights Reserved | Confidential
Digital Creativity

7. © 2011 Zuni | All Rights Reserved | Confidential
Interruption Engagement
Making people
watch things
Making things
people watch
Making things
people use
A spectrum of creative options

8. © 2011 Zuni | All Rights Reserved | Confidential
Making people
watch things
Making things
people watch
Making things
people use
The proposition for the audience
Tell me
Entertain &
inform me
Create value
in my life
Interruption/exposure Engagement/utility

9. © 2011 Zuni | All Rights Reserved | Confidential
Making people
watch things
Making things
people watch
Making things
people use
The approach
Interruption/exposure Engagement/utility
• Humour
• Amazement
• Shock
• Tenderness
• Relatable
• Product attributes
• Product benefits
• Emotional connection
• Functional benefit
• Problem solving

10. © 2011 Zuni | All Rights Reserved | Confidential
Making people
watch things
Making things
people watch
Making things
people use
The currency of measurement & the price to be paid
Interruption/exposure Engagement/utility
• Viral Distribution
• Reach
• Total exposures
• Cut-through
• Recall
• Resonance
• Awareness
• Sales
• Volume of usage
• Time with brand
• Repeat visitation
• Customer satisfaction
• Life Time Value
REACH ENGAGEMENTENTERTAINMENT
PAID OWNEDEARNED / OWNED

11. © 2011 Zuni | All Rights Reserved | Confidential
Making people
watch things
Making things
people watch
Making things
people use
The complexity increases
Interruption/exposure Engagement/utility
Agencies, Communications creatives,
Film makers, Directors, Copy writers
Digital designers, UX architects,
Entrepreneurs, Product designers,
Content managers, Publishers,
Business architects
Range of skill-sets
required
Complexity
Campaign commitment

12. © 2011 Zuni | All Rights Reserved | Confidential
Making people
watch things
Making things
people watch
Making things
people use
The challenges
Interruption/exposure Engagement/utility
• Structurally easy – business models
well established
• The framework is dying
• Fragmentation of audiences
• Fragmentation of devices
• Reduction in trust
• Blindness to marketing messages
• Short term
• Adoption of new business models into
traditional businesses – new ROI
models
• Competing with start-ups,
entrepreneurial passion
• Organisational Drag – “it’s just
marketing”
• Digital is not comms, it’s not IT, it’s
the business
• Product is Service is Marketing
• Long term

13. © 2011 Zuni | All Rights Reserved | Confidential
Making people
watch things
Making things
people watch
Making things
people use
…but it’s worth it
Interruption/exposure Engagement/utility
Referral
Advocacy
Connections
Engagement
Life Time Value
Increase in

14. © 2013 Zuni | All Rights Reserved | Confidential
“The future is already
here – it’s just not
evenly distributed.”
http://en.wikipedia.org/wiki/
File:William_Gibson_60th_birthday_portrait.jpg
-William Gibson

15. © 2013 Zuni | All Rights Reserved | Confidential

16. © 2011 Zuni | All Rights Reserved | Confidential
The future of digital marketing
is all about data
Available at

17. © 2011 Zuni | All Rights Reserved | Confidential© 2013 Zuni | All Rights Reserved | Confidential
The future of the internet
is about engagement

18. © 2011 Zuni | All Rights Reserved | Confidential
engagement
data
Digital Health
Data
Visualisation
Personalisation
It’sallaboutme
The Internet
of thingsQuantified Self
It’s my data
and I’m using it
Value creation
for the user
Utility
Involvement
Content

19. © 2013 Zuni | All Rights Reserved | Confidential
Has Minority Report arrived?
personalisation

20. © 2013 Zuni | All Rights Reserved | Confidential
Extending personalisation
personalisation

21. © 2013 Zuni | All Rights Reserved | Confidential
Extending personalisation
personalisation

22. © 2013 Zuni | All Rights Reserved | Confidential
Quantified Self –
my data, my way
quantified self

23. © 2013 Zuni | All Rights Reserved | Confidential
Quantified Self –
my data, my way
quantified self

24. © 2013 Zuni | All Rights Reserved | Confidential
The internet of things
internet of things

25. © 2013 Zuni | All Rights Reserved | Confidential
The marketing internet of things
internet of things
The VIP Fridge Magnet

26. © 2013 Zuni | All Rights Reserved | Confidential
Data visualisation
data visualisation

27. © 2013 Zuni | All Rights Reserved | Confidential
Data visualisation
data visualisation
Evian - Melotweet

28. © 2011 Zuni | All Rights Reserved | Confidential
engagement
data
Digital Health
Data
Visualisation
Personalisation
It’sallaboutme
The Internet
of thingsQuantified Self
It’s my data
and I’m using it
Value creation
for the user
Utility
Involvement
Content

29. © 2013 Zuni | All Rights Reserved | Confidential
Value creation - content
content

30. © 2013 Zuni | All Rights Reserved | Confidential
Value creation - utility
utility

31. © 2013 Zuni | All Rights Reserved | Confidential
Value creation - involvement
involvement

32. © 2013 Zuni | All Rights Reserved | Confidential
Value creation - involvement
involvement
Reverse Robberies Case Study

33. © 2011 Zuni | All Rights Reserved | Confidential
engagement
data
Digital Health
Data
Visualisation
Personalisation
It’sallaboutme
The Internet
of thingsQuantified Self
It’s my data
and I’m using it
Value creation
for the user
Utility
Involvement
Content

34. © 2011 Zuni | All Rights Reserved | Confidential
Interruption Engagement
Making people
watch things
Making things
people watch
Making things
people use
A spectrum of creative options

35. © 2013 Zuni | All Rights Reserved | Confidential
The future of digital
is data

36. © 2013 Zuni | All Rights Reserved | Confidential
The future of digital
creativity is about making
data sexy

37. © 2013 Zuni | All Rights Reserved | Confidential
The future of digital
creativity is about making
data informative

38. © 2013 Zuni | All Rights Reserved | Confidential
The future of digital
creativity is about making
data simple

39. © 2013 Zuni | All Rights Reserved | Confidential
The future of digital
creativity is about making
data easy

40. © 2013 Zuni | All Rights Reserved | Confidential
The future of digital
creativity is about making
data entertaining

41. © 2013 Zuni | All Rights Reserved | Confidential
The future of digital
creativity is about making
data engaging

42. © 2013 Zuni | All Rights Reserved | Confidential
Thank You
Mike Zeederberg
Managing Director / Founder
Mike.Zeederberg@zuni.com.au
@MikeZed

43. © 2013 Zuni | All Rights Reserved | Confidential
Image credits
Image Source Wikipedia
http://en.wikipedia.org/wiki/File:William_Gibson_60th_birthday_portrait.jpg
Image Source DeviantArt
http://bubbachrissy.deviantart.com/art/Nyan-Cat-Wallpaper-1440x900-205336128
Image Source mimoco.com
http://www.mimoco.com/mimobots/popular-culture/star-trek/data-mimobot/product-details/
456.aspx