Digital Age: Changes and Challenges. For IT Cluster
Bringing your company to market in Digital Age Intensive training session for Estonia-Latvia project ”ICT DCNet” (EU 34537) Demo Center participants, Latvian IT Cluster members and partners Day 1 // April 25, 2012 @ Rīga Business School, Skolas Str.11
10:00 - 11:30Digital Age: Changes, Challenges and Opportunities / Zigurds11:50 - 13:15Power, Point & Paint: telling the story of your company / Liene Break for lunch (13:15 - 14:30)14:30 - 15:40Cases, Cases, Cases / Zigurds16:00 - 17:00What does it mean to be great client / Zigurds
Digital Age Changes, challenges and opportunities for marketersZigurds ZaķisBlog (LV): http://zz.typepad.comTwitter: @zz_zigurds
Abundance of information2. Fragmentation How do they feel Excited New Skills: Energized Inspirted (To Find) To Choose vs. To Evaluate To Use Confused To Develop Uncomfortable To Learn Overwhelmed Find anything Share anything Ignore anything, that is not interesting or valuable for me
3. Search How do we reach them? How do they find us? Why do they find us? Why it is important to them? Will they return? Why?
“There is still a role for advertising, but less as a medium for blasting messages at people than as a way of helping turn its audience into storytellers themselves” “Change by Design” Tim Brown, IDEOhttp://www.boston.com/bigpicture/2012/04/coachella_2012.html
7. Always ON. Real-time iPhone, June 2007 2010/2011 2011 From mobile phones to mobile devices iPad, Tablet PCs: iPhone AppStore, July 2008 on mass scale very diﬀerent kind of experience iPad (April 2010) 9,7”, iOS, 40’000 Apps, 300’000 iPhone apps $500-850, sold 7.5mln (2010)
A lot of opportunities vs. A lot of noise How to get through the clutter?
1 Aiming for nothing less than creating extraordinary experiences and telling these stories!
Extraordinary experiences Events Products Services Customer experiences Entertainment Innovations Experiments Aesthetics Design + telling the storyin distinctive, relevant, compelling way
2 Consistently looking for opportunities to create value for consumer for customer/client for society for country
2 Creating value = making their lives easier/better + telling the story in distinctive, relevant, compelling way
2 Creating value Making their lives easier/better Helping them to get most out of the product Helping them to became more eﬃcient Helping them to learn new skills Helping them to succeed etc
2 Creating value Observations Insights Products and Services that will improve lives
“It’s not what you saythat matters, it’s what you do” But it does not matter much if you do not tell it (in compelling way)
3 Portfolio of projects http://www.flickr.com/photos/harryduns/5595093635/
3 Portfolio of projects Integrated campaigns and “Permanent”
3 Portfolio of projects Conscious experimentation Quick prototyping A culture of optimism Diversification Combining the best of Product Design and Venture Capital companies
Approachingcustomer challenges in your digital platforms
1 Ecosystem not just webpage or application or campaign. Or battlefield. Delivering 4W: ✦ What they want ✦ ✦ When they want ✦ ✦ Where they want ✦ ✦ How they Want ✦ How many good brand embassies do you have?
2 Simplicity “Every millisecond counts” Information overload: Easy & intuitive use Engaging for ordinary users and time beginners is the most valuable thing in Modular peoples lives Creating experiences, not just bringing more information
3 Aesthetics Increasing power of design Information overload: How it looks and feels in not less important than what it does standing-out delighting their eye surprising them consistent experience in every touchpoint making it hard to imitate
4 Using all senses Multi-media “Pictures speaks louder then words” Variety of formats now deliverable Using diﬀerent formats through most of devices (slideshows, video, audio) our customers use Interactivity Creating experiences, not just bringing more information
BlendTec AppleDavid Pogue, NYTimes “..... in Plain English” Adobe TV
Video: The Age of 4 screens Convenience Content Consumption Real-Time Content Creation Interactions Superior Experience Mobility Participation Participation Simplicity HD videos Full screen experiences Applications Applicationsslideshows, presentations Participation Page-based content e-publications & slideshows
4 Using all senses Multi-media Delivering 4W: ✦ What they want ✦ When they want ✦ ✦ Where they want ✦ How they want ✦ Access through all devices Adapted, not just re-formatted Modular
6 Interactivity Dynamic, not static simulations personalization participation real-time
7 Storytelling Story, not information, in the center “Designer is master storyteller whose skill is measured by his or her ability to craft a compelling, consistent and believable narrative” “Change by Design” Tim Brown, IDEO
Changes & Challenges1. Two way (Multi-directional) communication2. Abundance of information. Fragmentation.3. Search. Reversing roles. Importance of relevance.4. Social networks and sharing.5. Creative self-expression. Social currency. Participation.6. Interactivity everywhere7. Always connected. Real-time.
How to approach1. Creating extraordinary experiences.2. Creating value. Making their lives easier.3. Project portfolio. Openness to experiments.
Communication in digital channels1. Ecosystem, not just website or profile in social network2. Simplicity. Every millisecond counts. Less is more.3. Aesthetics. Increasing power of design.4. Using all senses. Variety of formats. 4 screens.5. Data visualization6. Interacivity. Simulation. Dynamic not static.7. Storytelling. Story, not information, in the center
Intensive training session for Estonia-Latvia project ”ICT DCNet” (EU 34537) Demo Center participants, Latvian IT Cluster members and partners Day 1 // April 25, 2012 @ Rīga Business School, Skolas Str.11 Q&A? to be continued @ 14:30My Blog (LV): http://zz.typepad.comTwitter: @zz_zigurds