the digital landcsape
DESCRIPTION
A talk I gave last night on the challenges facing advertising today with some creative examples of how smart and experimental brands are adapting.TRANSCRIPT
the digital landscape
Tim Sparke@sparkey
I work with clients & agencies to help them navigate the digital marketing landscape.Education plays a critical role in helping facilitate change.There are 2 main audiencesInternal - employees & external - clients.
Peak of inflated expecta0ons
Trough of disillusionment
Slope of enlightenment
Plateau of produc0vity
TIME
EXCITEMEN
T
The Hype Cycle
Our industry has experienced profound change in the past 5 years.
The structures and processes that guided us for the past 25+ years have begun to fail.
Both individually and organisationally, many of us are facing a new struggle:
RELEVANCE
This isn’t a prediction of sudden media collapse. TV and print aren’t going away.
Technologies & behaviours rarely die, they just evolve.
No-one died.
1964
NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE
2010
NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE
BLOGSWEB VIDEOSSOCIAL NETWORKSMOBILE ALERTS
VLOGSMMORPGS CLOUD SERVICES E-READERS
WEB APPSSATELLITE RADIOMOBILE APPS
FORUMSPODCASTSMESSENGER
EMAIL DVR
RSS FEEDSMICROBLOGS
MOBILEINTERNET
VIDEO GAMES
BLUETOOTH
SMS
RFID
GPS IPTV
We are living through the disorientation that comes from
including 2 billion new participants in a media landscape
previously operated by a small group of professionals.
25,000,000,000
36,000,000,000
2,000,000,000
7,900,000
600,000,000
35
tweets sent in 2010
photos on Facebook
videos watched on YouTube every day
Lady Gaga followers on Twitter
members of Facebook
hours of video uploaded to YouTube every minute
How many texts does the average teen send every month?
3280
Consumers are connected. Happy to ignore our advertising.
If you want to work in advertising, you have to understand digital
- this is more true everyday
Challenging as this seems...
We’re living through the most interesting moment our industry has ever seen.
We have to figure this out.
So how to crack this?
Personal Activation
Personal Technology
Digital Productivity
Effective Digital
Networks
Social Media
Digital Advertising
SearchMarketing
Ecommerce & ERM
MobileMarketing
Professional Knowledge
It doesn’t work if you have a gulf between those who understand digital and those who don’t.It’s for everyone now. I help that happen.
Emerging Media Platforms
How can brands cut through and connect with people in a stream of so much information?
Add value through content & utility
MAKE ME LAUGH/THINK
/CRYORHELP ME
We can’t just say stuff anymore... we need to say and do things.
TwelpForce eco:Drive
HELP ME
HELP ME
History Channel & Foursquare
HELP ME
Mint.com Sky Sports on XBOX
The rise of the backchannel
The rise of the backchannel
That’s great Tim, but I don’t work on Nike or XBOX...
in 3 months
visitors countries
av. time on site press coverage/reach
paid media budget increase in trenchcoat sales
Facebook fans
333,000 191 5.5 mins £6.8m £085%4,191,569
MAKE ME LAUGH
"Today could be just like the other 364 days you log into Twitter, or maybe the Old Spice Man shows up"
In Two Days
15 Million + YouTube Views
1/2 Million +Facebook Fans
68,000 +Twitter Followers
In an industrial economy we focus on physical things. In an information economy relationships are built on knowledge & services. Positive interactions with brands allow consumers to make up their mind based on experiences, not messages.
audiencemessages
targetmedia plan
penetrate
communityexperiencesinviteconversation plancollaborate
500,000,000 (FB)86,000 (YT)10,000,000,000 (Tweets)5,000,000,000
So, that’s about it..Our industry has transitioned to
the post digital age.It requires new thinking and
different processes.Most importantly, digital is no
longer someone else’s job. It’s yours.
It’s not about consumersIt’s about us
It’s not about technologyIt’s about what we can do with it
500,000,000 (FB)86,000 (YT)10,000,000,000 (Tweets)5,000,000,000
I’m excited.
I hope you are.
500,000,000 (FB)86,000 (YT)10,000,000,000 (Tweets)5,000,000,000
Download Nike Training ClubMake sure you’re on Twitter
@brainpicker@edwardboches
@sparkeyDownload
‘Oh My God What Happened...’
It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to....
Charles Darwin
“ . ”
THANKS @sparkey
www.sparkelife.com