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Digital Age: Changes and Challenges. For IT Cluster


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Digital Age: Changes and Challenges. For IT Cluster

  1. 1. 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
  2. 2. 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
  3. 3. Digital Age Changes, challenges and opportunities for marketersZigurds ZaķisBlog (LV): http://zz.typepad.comTwitter: @zz_zigurds
  4. 4. Digitalis not about Digital at all
  5. 5. 4 media revolutions 18751656 1877 1901 18881800s
  6. 6. Mass media age
  7. 7. Communication yesterday (1920 - 2005) Awareness Create interest To inform Tell the story to them “Interruptive”, one-directional communication
  8. 8. Digital Technologiesare fundamentally chaning our life Society Politics Economy Business Work Communication Education Culture Creativity
  9. 9. Today 1. Multi-directional communication: Create Interest Involve Inform Storytelling Encourage conversations Create opportunities for self-expression Create value
  10. 10. Abundance of information2. Fragmentation
  11. 11. 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
  12. 12. 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?
  13. 13. 4. Creative self-expression & Participation until 90s: privilege Tools Platforms
  14. 14. 5. Social networks & sharing
  15. 15. “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, IDEO
  16. 16. 6. Interactivity everywhere
  17. 17. 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)
  18. 18. A lot of opportunities vs. A lot of noise How to get through the clutter?
  19. 19. Howto approach it?
  20. 20. 1 Aiming for nothing less than creating extraordinary experiences and telling these stories!
  21. 21. Extraordinary experiences Events Products Services Customer experiences Entertainment Innovations Experiments Aesthetics Design + telling the storyin distinctive, relevant, compelling way
  22. 22. 2 Consistently looking for opportunities to create value for consumer for customer/client for society for country
  23. 23. 2 Creating value = making their lives easier/better + telling the story in distinctive, relevant, compelling way
  24. 24. 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
  25. 25. 2 Creating value Observations Insights Products and Services that will improve lives
  26. 26. “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)
  27. 27. 3 Portfolio of projects
  28. 28. 3 Portfolio of projects Integrated campaigns and “Permanent”
  29. 29. 3 Portfolio of projects Conscious experimentation Quick prototyping A culture of optimism Diversification Combining the best of Product Design and Venture Capital companies
  30. 30. Approachingcustomer challenges in your digital platforms
  31. 31. 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?
  32. 32. 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
  33. 33. 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
  34. 34. Des4na4ons:New  Zealand  100%  pure
  35. 35. 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
  36. 36. BlendTec AppleDavid  Pogue,  NYTimes “.....  in  Plain  English” Adobe  TV
  37. 37. 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
  38. 38. 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
  39. 39. 5 Data visualization Data can be beautiful
  40. 40. 6 Interactivity Dynamic, not static simulations personalization participation real-time
  41. 41. 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
  42. 42. Summary
  43. 43. 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.
  44. 44. How to approach1. Creating extraordinary experiences.2. Creating value. Making their lives easier.3. Project portfolio. Openness to experiments.
  45. 45. 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
  46. 46. 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