2015 // Digital Outlook

2015

4FORCES RE-SHAPING

DIGITAL EXPERIENCE

INTELLIGENCE BEHAVIOR CULTURE

1EXPERIENCE !

Contextual technology, seamless, always-on interactions pave the way to a brave new world of real-life digital experiences. “Real” and “digital” are one.

1EXPERIENCE !

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OPPORTUNITY OR CHALLENGE? “Multi-context” experiences are disrupting digital advertising. Targeting must evolve.

1EXPERIENCE !

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TOWARDS AN ULTRA-MOBILE WORLD Connected devices are dramatically driving mobile traffic growth.

1EXPERIENCE !

Physical will overtake visual interaction.

“OPTING IN” TO DIGITAL CONTEXTS

Quantified personal data will drive deep value.

Sensing and seamlessness will almost completely replace access.

1EXPERIENCE !

Real or fake, dead or alive, virtual personas will entertain us.

OUR WORLD, DIGITALLY REMASTERED

Products will engage us, even connect us together.

Digital information will be a necessary part of the physical world.

Content will now be reaching us, in rich and relevant ways, in proper places and time.

1EXPERIENCE !

Crowdsourced real-time data will outsmart proprietary tools.

MASSIVELY NETWORKED INFORMATION

Technology will increasingly decide on our behalf.

Content reach will be largely network driven.

Consumers will outpace, outrank brands as content creators.

2INTELLIGENCE !

Our digital imprints are everywhere and more revealing than ever. Brands will tackle a critical challenge and tap into a giant opportunity: acting on rich consumer intelligence.

2INTELLIGENCE !

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UNDERSTANDING OUR BEST CUSTOMERS 24/7

Audience mining and “neuromarketing” will become vital to brands.

Facebook’s Artificial Intelligence will redefine what we consume.

Real-time content and engagement will become the norm.

There will be a shortage of skills to make big data actionable.

3BEHAVIOR !

Attention is an old currency. Audiences just don’t have it anymore. Behavior is the new black. Digital engagement drives behavior or it simply won’t matter.

3BEHAVIOR !

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MONETIZING DESIRE THROUGH GAMING METAPHORS

Real-world digital gaming will blur business and pleasure.

Macro-communities will be a lucrative practice.

Gaming behavior will be a crucial part of cross-context engagement.

4CULTURE !

The end of the world as we know it. Brands stand with the people, in a world where massive shifts are occurring through micro-movements.

4CULTURE !

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WE CAN REALLY DO ANYTHING TOGETHERMicro-enterprises are driving unprecedented change and innovation.

Digital is a catalyst for social change and action.

Brands invest in making social capital a business force.

Social is changing the way we work and break through.

4WAYS TO WIN DESTINATIONS to INFILTRATION

IMPRESSIONS to CONTEXT CONNECTIONS to BEHAVIOR

STATIC to REAL-TIME

1WAYS TO WIN

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DESTINATIONS TO INFILTRATIONInfiltrate fans streams, “fish where the fish are”. Focus on distribution: Tapping into networks, interest graphs and publishing to drive engagement. SEO/SMO: News and trends based relevance. Real-time content. Micro-Content: Content that is focused on driving conversations, where and how social consumers enjoy it. UGC vs. BGC: Embrace the idea of being the host, not the leader.

2WAYS TO WIN

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IMPRESSIONS TO CONTEXTCreate more digital context for the brand and fans to co-exist. Field & Physical: Tie hyper-local product experiences to digital connections. Move beyond organic conversations. Mobile: Drive fan connections content sharing via mobile. Product: Find ways to position the product as a gateway to digital action.

3WAYS TO WIN

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CONNECTIONS TO BEHAVIORInvest in understanding and growing positive behaviors. Listening & Data: Mine connections, behaviors and conversations. Tie key “signals” to business metrics. Conversations: Drive deeper conversations. Identify and activate key players. Community: Grow a community, through ambassador/vip programs, opt-in rewards and more. Reward: Incentivize, recognize and reward behavior. !

4WAYS TO WIN

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STATIC TO REAL TIMEAdopt a newsroom style approach to content. Intelligence: Develop an approach to real-time data against the brand’s objectives. Newsroom: Commit to a team and approach which can drive results in real-time, through just-in-time content and rapid editorial cycles. !

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THANK YOU, @perezable SapientNitro

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