iMedia Brand Summit 2012 - Mi9 Breakout

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iMedia Brand Summit 2012 - Mi9 Breakout

  1. 1. THE DIGITAL LANDSCAPE – Four key trends to keep top of mind Everyone’s a storyteller The democratisation of social technologies have given people freedom to create, document, and express the ―moments‖ of their lives and organise around common passions. And unlike previous years, the freedom is greater, the impact wider and the forms of expression are becoming richer. This is evident with the popularity of such rich social tools like instagram, Pinterest, YouTube and Tumblr. Smartphones have evolved from text-based communication tools to multimedia hubs. Facebook posts that include a photo album or picture generate about 120% to 180% more engagement than the average post. This is changing the way we think about journalism at Mi9 and how marketers should think about their products. People want to have their say and get involved with the brands they love. What does this mean for marketers?  Marketers will need to continue to engage consumers in conversation and be collaborative.  Create personalised experiences and give people the ability to help shape or define a new product or a brand. Social connectors and storytellers want to have a voice – allow them to take part in your brand and your story and they will be loyal for years to come.  Think Rich. Tap into photography and video to enable consumers to connect. What are the platforms that your consumers are on? Where are they finding content and sharing it? Find out what they are and establish a presence by drawing them in to your story.  Create ―contagious content‖. The five key share-ability traits Mi9 sees: 1. The Reverse 2. Animals 3. Deviance 4. Awe 5. Humour See more on share-wars.com The New Face of Fun The explosive growth of smartphones, tablets, and the app ecosystem, has put games within a finger’s reach. There’s a game anytime, anywhere, and for anyone! But the big change is that the fun of games — competition, rewards, achievements, mastery – is being applied to other non-game activities. As more software becomes ―funware,‖ consumers expect to be engaged and entertained whether they’re shopping, learning, exercising, or even working. What does this mean for marketers?  There is a real opportunity to unleash "fun" and build it into your marketing approaches. Brands should capitalise on the human need of wanting recognition and connection, and of simply wanting to be entertained.  When building campaigns, think of ways to give consumers opportunities to compete, share and do things that set them apart, make them feel special. Perhaps build in a game or a competition that also demonstrates the benefits of specific products.  Key elements to consider when creating your gamified experience:
  2. 2. • Set a compelling challenge or task • Clear rewards and motivations • Ensure a sense of progressiveness to keep users coming back • Make is social. Provide a way to share their experience or collaborate with others Contextual World Our research shows, context improves consumer’s receptiveness to messages and ideas. This will lead to a more contextual world, where technology understands and reacts to every situational cue available – identity, time, location, mindset, social relationships, and even emotional states. One of the easiest ways today to take advantage of this is to align your content, with similar content. With more sophisticated collection and curation of data, you can also pin-point your target audience with niche creative messaging. In the future, pervasive screens will allow even more sophisticated versioning. What does this mean for marketers:  Create relevance for consumers — through both content and context.  Better understand your target audience’s shifting device behaviours and mindsets to tailor the right message at the right time.  Developing a deeper understanding of the data you have access to both internally and from your publishing partners can unlock some amazing opportunities. Mi9 can create bespoke targeting segments allowing you to pin-point your most desirable consumers and generate deeper insights into their behaviour. More Human Experiences The rise of natural user interfaces is enabling people to interact with technology just like they do with each other – using voice, vision, gestures and touch. Technology is becoming more intelligent, equipped with the ability to sense us, anticipate our needs and perform tasks on our behalf. As consumers gravitate towards these more natural, more human ways to interact with technology, marketers will be challenged to create brand experiences that are immersive, intuitive and yes, more human. What does this mean for marketers? Ask yourself, what should your brand sound, feel and smell like? How can you empower consumers to virtually experience things they never have before? If you have questions or would like more information, feel free to contact: Matt James, Managing Director Mi9 Media Matt.James@mi9.com.au

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