The digital landcsape

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A talk I gave last night on the challenges facing advertising today with some creative examples of how smart and experimental brands are adapting.

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The digital landcsape

  1. 1. the digital landscape
  2. 2. Tim Sparke@sparkey
  3. 3. I work with clients & agencies to helpthem navigate the digital marketinglandscape.Education plays a critical role in helpingfacilitate change.There are 2 main audiencesInternal - employees & external - clients.
  4. 4. The Hype Cycle Peak  of  inflated  expecta0ons Plateau  of  produc0vityEXCITEMENT   Slope  of  enlightenment Trough  of  disillusionment   TIME
  5. 5. Our industry has experienced profoundchange in the past 5 years.The structures and processes thatguided us for the past 25+ years havebegun to fail.Both individually and organisationally,many of us are facing a new struggle:RELEVANCE
  6. 6. This isn’t a prediction of suddenmedia collapse. TV and print aren’tgoing away.No-one died.Technologies & behaviours rarelydie, they just evolve.
  7. 7. 1964NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE
  8. 8. SMS GPS IPTV BLUETOOTH MOBILEINTERNET RFID VIDEO GAMES MICROBLOGS RSS FEEDS EMAIL MESSENGER 2010 PODCASTS DVR FORUMS MOBILE APPS SATELLITE RADIO WEB APPS MMORPGS VLOGS CLOUD SERVICES E-READERS MOBILE ALERTS SOCIAL NETWORKS WEB VIDEOS BLOGSNEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE
  9. 9. We are living through the disorientation that comes fromincluding 2 billion new participants in a media landscape previously operated by a small group of professionals.
  10. 10. 25,000,000,000 tweets sent in 201036,000,000,000 photos on Facebook2,000,000,000 videos watched on YouTube every day7,900,000 Lady Gaga followers on Twitter600,000,000 members of Facebook35 hours of video uploaded to YouTube every minute
  11. 11. How many texts does the averageteen send every month?3280
  12. 12. Consumers are connected.Happy to ignore ouradvertising.
  13. 13. If you want to work in advertising, you haveto understand digital - this is more true everyday
  14. 14. Challenging as this seems...We’re living through the most interestingmoment our industry has ever seen.We have to figure this out.
  15. 15. So how to crack this?
  16. 16. Personal ProfessionalActivation Social Knowledge Media Personal Mobile Technology Digital Marketing Advertising Effective Digital Digital Productivity Networks Ecommerce Search & ERM Marketing
  17. 17. It doesn’t work if you havea gulf between those whounderstand digital andthose who don’t.It’s for everyone now.I help that happen.
  18. 18. Emerging Media Platforms
  19. 19. How can brands cut throughand connect with people in astream of so much information?Add value throughcontent & utility
  20. 20. MAKE ME LAUGHOR /THINKHELP ME /CRY
  21. 21. We can’t just say stuffanymore... we need to sayand do things.
  22. 22. HELP ME TwelpForce eco:Drive
  23. 23. HELP ME History Channel & Foursquare
  24. 24. HELP ME Mint.com Sky Sports on XBOX
  25. 25. The rise of the backchannel
  26. 26. The rise of the backchannel
  27. 27. That’s great Tim, but I don’twork on Nike or XBOX...
  28. 28. in 3 months visitors 333,000 countries 191 av. time on site 5.5 mins press coverage/reach £6.8m paid media budget £0increase in trenchcoat sales 85% Facebook fans 4,191,569
  29. 29. MAKE ME LAUGH
  30. 30. "Today could be just like the other 364days you log into Twitter, or maybethe Old Spice Man shows up"
  31. 31. In Two Days15 Million +YouTube Views1/2 Million +Facebook Fans68,000 +Twitter Followers
  32. 32. In an industrial economy we focuson physical things. In aninformation economy relationshipsare built on knowledge & services.Positive interactions with brandsallow consumers to make up theirmind based on experiences, notmessages.
  33. 33. audience communitymessages experiences target invitemedia plan conversation plan penetrate collaborate
  34. 34. So, that’s about it..Our industry has transitioned to the post digital age. It requires new thinking and 500,000,000  (FB) 86,000  (YT) 10,000,000,000  (Tweets) different processes. 5,000,000,000   Most importantly, digital is no longer someone else’s job. It’s yours.
  35. 35. It’s not aboutconsumersIt’s about us
  36. 36. It’s not abouttechnologyIt’s about whatwe can do with it
  37. 37. I’m excited.500,000,000  (FB)86,000  (YT)10,000,000,000  (Tweets)5,000,000,000   I hope you are.
  38. 38. Download Nike Training Club Make sure you’re on Twitter @brainpicker500,000,000  (FB) @edwardboches86,000  (YT)10,000,000,000  (Tweets)5,000,000,000   @sparkey Download ‘Oh My God What Happened...’
  39. 39. “ It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to.... .” Charles Darwin
  40. 40. THANKS @sparkey www.sparkelife.com

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