small is the new big
DESCRIPTION
Understanding how the fracturing of media creates new opportunities for brands to create a deeper relationship with people. This presentation was given for Germany's Art Directors Club (ADC) "Young Masters Seminar". The audience was relatively new to the digital space and had around 2-4 years of professional experience.TRANSCRIPT
Small is the New BigUnderstanding how the fracturing of media creates new opportunities for brands to create a deeper relationship with consumers people.
ADC Young Masters “Digital Media” | May 16th, 2008 | Jeremy Abbett
Brands today cannot be sustained by what in the past has been called advertising…everything a brand does that connects to the consumer is media.
Lee ClowTBWA Chiat/Day
“
Profound shifts in consumer behavior, technology and media
Profound shift in consumer behavior
Baby BoomersD.O.B. 1946 and 1964
MillennialsD.O.B. 1980 and 2000
Baby Boomers vs. Millennials
Defining Values
Baby BoomersD.O.B. 1946 and 1964
MillennialsD.O.B. 1980 and 2000
IndividualFixed social groups
PessimistsCriticalPrivate
HierarchicalOrdered
Defining Values
Baby BoomersD.O.B. 1946 and 1964
MillennialsD.O.B. 1980 and 2000
IndividualFixed social groups
PessimistsCriticalPrivate
HierarchicalOrdered
SocialFlexible social groups
OptimistsAcceptingSharing
FlatReject borders
via Zeus Jones
Consumer behaviour is now about active participation and not passive consumption
Profound shift in technology
Four Eras of Computing
Mainframe Era, 1960
Personal Computer Era, 1980
Mobility Era, 2000
Ubiquity Era, 2020+
Four Eras of Computing
Moore’s Law
Moore's Law describes an important trend in the history of computer hardware: that the number of transistors that can be inexpensively placed on an
integrated circuit is increasing exponentially, doubling
approximately every two years.
As price falls processing power rises
Depicts 426,000 cell phones, equal to the number of cell phones retired in the US every day.
Communications technologies historically have had broad appeal for consumers
The most human thing about us is our technology.
Marshall McLuhan
“
As the price-barrier to technology falls so does the barrier to entry.
Profound shift in media
Top 10 Advertisers in Traditional Media
The periodical planted the seeds of democracy
Radio created a celebrity-oriented society
Television homogenized the culture
Profound Shift in Media
TelevisionRadio
DescendingMedia
WebMedia
DigitalOOH
MobileMedia
AscendingMedia
Information is no longer an objectthat has to be transported
A fundamental shift in publishing
A fundamental shift in radio
A fundamental shift in broadcasting
Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.
Rupert MurdochWired,July 2006
“
Media is now a triathlon: consume, produce and share
Profound shifts:
1. Consumer behavior is about active participation
2. The barrier to technology is falling
3. Media is a triathlon: consume, produce and share
The Rise of Micro
Profound shift in consumer behavior
People want to actively participate
If someone searches for you on the Web and comes up empty-handed, do you exist?
Distributed Identity
Online identity is a distributed construct, with different elements - professional, personal, different interests, etc. - represented in different ways on different platforms.
- F. Yakob
“
jeremy.abbett.net
Profound shift in technology
Accessibility is no longer an issue
Software and Hardware
pipes.yahoo.com
maps.google.com
BBC Olinda
CityWall
I Want You To Want Me
Profound shift in media
Open for everyone
Brands that choose to do more than banners realize that they are starting a relationship.
“Interesting things happen along borders - transitions - not in the middle where everything is the same.”
Neal Stephenson“Snow Crash”
Adoption cycle of products and services. Distribution of differenttypes of people.
Time
Innovators2.5%
Early Adopters13.5%
Early Majority34%
Late Majority34%
Laggards16%
Interesting
The Rise of Micro
1.People will participate if it’s built-in
2.Developing technology is becoming easier
3.Media creation is a part of our daily lives
The best way to predict the future is to invent it.
Dr. Alan KayComputer Scientist
“
1. create content
2. embrace technology
3. jump fences
1. create content
2. embrace technology
3. jump fences
1. create content
2. embrace technology
3. jump fences
1. create content
2. embrace technology
3. jump fences
1. create content
2. embrace technology
3. jump fences
Bibliography/Sources
You have more than 30 minutes/day
You have 30 minutes/day
http://friendfeed.com/jeremytai
http://www.popurls.com
http://marketing.alltop.com/
2. http://www.flickr.com/
photos/
14565640@N06/1581003185/
Bibliography/Sources
3. http://
www.edwardhann.co.uk/
images/idp/top.jpg
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event.php?eid=11999072270
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http://thecobrasnake.com/partyphotos/tonedef/tonedef095.html
10. http://www.flickr.com/
photos/
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2293715229/
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photos/cote/54408562/
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photos/kowitz/847992535/
16. http://citywall.org/pages/about
19. http://
www.applematters.com/article/
how_much_cheaper_is_the_ipod
_going_to_get/
20. http://www.chrisjordan.com/current_set2.php
25. http://
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Bibliography/Sources
26. http://www.flickr.com/
photos/venky7/2157804173/
27. http://www.banksy.co.uk/
outdoors/images/landscapes/
rats/solittletosay.jpg
36. http://www.flickr.com/photos/stewart/461099066/
37. http://www.flickr.com/
photos/styrheim/370695350//
38. http://www.flickr.com/photos/redjar/114152524/http://www.flickr.com/photos/tartanpodcast/150237767/
39. http://www.flickr.com/
photos/creepysleepy/
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http://www.flickr.com/photos/jahlovely/2359408507/
Bibliography/Sources
40. http://www.wired.com/
wired/archive/14.07/
murdoch_pr.html
41. http://www.flickr.com/
photos/
8622063@N04/2111663455/
43. http://toxi.co.uk/blog/2007/04/breaking-silence-audi-tt-new-shoots.htm
48. http://www.flickr.com/
photos/anyaka/638853314/
109.. http://www.kyotoprize.org/prizewinners_2004.htm
110.. http://www.flickr.com/
photos/malota/350658762/in/
photostream/
Bibliography/Sources
111.. http://www.flickr.com/
photos/bs/2140429230/
112.. http://www.flickr.com/
photos/
8622063@N04/2111663455/
114. http://wklondon.typepad.com/welcome_to_optimism/2006/07/fail_harder.html
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