13. !
‣
2009: the year of mobile
‣ 2010: the year of mobile
‣ 2011: the year of mobile
‣ 2012: the year of mobile
‣ 2013: the year of mobile
‣ 2014: the year of mobile
19. Massive shift from analog to digital
‣
technology
‣
media (music, video, news)
‣
communications (chat, mail, skype, blog, twitter)
‣
…
!
„Software is eating the world.”
25. Digital communication is becoming the default.
!
Offline marketing is becoming the trailer
for an online experience.
26. At the same time…
!
When asked how much time a day they spend
on the internet, youngsters say less hours than
5 years ago.
27. At the same time…
They’re not.
!
When asked how much time a day they spend
on the internet, youngsters say less hours than
5 years ago.
28. At the same time…
They’re not.
!
When asked how much time a day they spend
on the internet, youngsters say less hours than
5 years ago.
It just feels less - they don’t
know they’re online anymore.
29. In a few years time, saying
„I’m going on the internet”
will sound as silly as saying
„I’m going to electricity”.
36. Build a mechanical car and insert
electronics?
Or build software & electronics, and
build a car around it?
37.
38.
39.
40.
41. IF (temperature and light
outside is low) THEN
(switch on lights).
!
!
IF (my mother-in-law is at
the door) THEN (switch off
lights and pretend we’re
not home).
55. The age of context
Data transforms into information or advertising,
depending on the context of the consumer.
56. The age of context
If I want to buy a car, and I find a bunch of paper
advertising for diapers in my mailbox - they go
straight into the bin.
!
If I want to buy a car, and I find a bunch of paper
advertising for cars in my mailbox - I take them with
me to the couch and read them all night.
57. The age of context
Data transforms into information or advertising,
depending on the context of the consumer.
58. The age of context
spam
advertising
less context
info
more context
59. The age of context
‣
demographic (readership)
‣
search word
‣
location
‣
friends
‣
browser history
‣
activity (work, home, bar)
‣
…
62. Context is the way to break through the
banner blindness of our customers.
!
63. The age of context
When
‣
I’m at home in my couch
‣
with low blood pressure
‣
playing sad music
‣
and it rains outside
show me how to book a holiday to the sun.
64. The age of context
When
‣
I’m in my car on my way to work
‣
and I didn’t sleep well last night
‣
playing loud and pumping music
give me a voucher for a Red Bull at the next offroad.
65.
66.
67. Context changes advertising into information.
!
Context is the way to break through the
banner blindness of our customers.
!
68. Ask yourself:
How can you ad context to your
messages?
How can you change advertisement
into information?
How can you break through the
banner blindness?