The document discusses the changing landscape of digital media and advertising. It notes that new platforms are emerging rapidly but often without long-term strategy. It advocates developing a T-shaped skillset and embracing digital tools to build relationships and share valuable experiences with audiences rather than just sending messages. The key is recognizing that digital is now central to all roles in advertising.
5. “ It is not the strongest of the species that survive, nor the most
intelligent, but the one most responsive to....
.”
Charles Darwin
6. Media Innovation is accelerating
20 years in media 2 months in digital
YouTube Pre-rolls
Colour Printing
Spotify Ads
Multi-channel TV Yahoo Brand Ads
Google Interest Ads
Outdoor Screens
iPhone/Android Ads
9. with a lack of long-term strategy...
Peak
of
inflated
expecta0ons
Plateau
of
produc0vity
EXCITEMENT
Slope
of
enlightenment
Trough
of
disillusionment
TIME
10. more focussed on awards than audiences.
Peak
of
inflated
expecta0ons
Plateau
of
produc0vity
EXCITEMENT
Slope
of
enlightenment
Trough
of
disillusionment
EARLY MAINSTREAM LATE
TIME
11. Advertising has experienced profound
change in the past 5 years.
The structures and processes that
guided us in the past have begun to fail.
Both individually and organisationally,
many of us are facing a new struggle:
RELEVANCE
12. This isn’t a prediction of sudden
media collapse. TV and print aren’t
going away.
They haven’t died.
Technologies & behaviours rarely
die, they just change.
15. SMS
GPS IPTV
BLUETOOTH
MOBILEINTERNET
RFID VIDEO GAMES
MICROBLOGS RSS FEEDS
EMAIL
MESSENGER
2010 PODCASTS
DVR
FORUMS
MOBILE APPS SATELLITE RADIO WEB APPS
MMORPGS VLOGS CLOUD SERVICES E-READERS
MOBILE ALERTS SOCIAL NETWORKS WEB VIDEOS BLOGS
NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE
16. 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.
17. 25,000,000,000 tweets sent in 2010
36,000,000,000 photos on Facebook
2,000,000,000 videos watched on YouTube every day
7,900,000 Lady Gaga followers on Twitter
600,000,000 members of Facebook
35 hours of video uploaded to YouTube every minute
18. How many texts does the average
teen send every month?
3,339
19. “By 2013, mobile phones will overtake PCs as the most
common Web access device worldwide”
Gartner
22. If you want to work in
advertising, you have to
understand digital.
this is more true everyday
23. Scary as this seems...
We’re living through one of the most
challenging times our industry has faced.
and it won’t end here. So...
.. we better figure this out.
25. Personal Professional
Activation Social
Knowledge
Media
Personal
Mobile Technology
Digital
Marketing Advertising
Effective
Digital
Digital
Productivity
Networks
Ecommerce Search
& ERM Marketing
26. It won’t work if you have a
gulf between those who
understand and those who
don’t.
‘Digital’ is for everyone
now.
I help that happen.
27. Individual Inspiration
Digital marketing coaching
Personal technology development
Expanded & effective social networks
Client education & inspiration
Smarter working/sharing
28. Group Sessions
The Digital Landscape Creative Inspiration
Search Social Media
Display Facebook
Mobile Mobile Apps
Social Commerce ERM
Digital Marketing Showcase Developing Interactive Strategies
Collaborative Technology Client Inspiration
32. I’m sorry. This isn’t new. It isn’t
original. It’s what brands have
been doing for 100s of years.
It’s just now we really have the
tools to make it happen.
33. We can’t just say stuff
anymore... we need to
say and do things.
46. in 3 months
visitors 333,000
countries 191
av. time on site 5.5 mins
press coverage/reach £6.8m
paid media budget £0
increase in trenchcoat sales 85%
Facebook fans Loads!
47.
48.
49.
50.
51.
52. In an industrial economy we
focus on physical things.
In an information economy
relationships are built on
knowledge & services.
In a network economy people
make up their minds based on
experiences, not just
messages.
53. audience community
messages experiences
target invite
media plan conversation plan
penetrate collaborate
54. Our industry has transitioned to
the post digital age.
It requires new thinking and
different processes.
500,000,000
(FB)
86,000
(YT)
10,000,000,000
(Tweets)
5,000,000,000
Most importantly, digital is no
longer someone else’s job.
It’s yours.
55. A quick word on T-shaped
people and how we all need to
be a bit more rounded
56. creativity strategy publicity geekery sales analysis
What you’re great at...
58. downloading the Nike Training App
try Instagram
make sure you’re on Twitter
follow @brainpicker
500,000,000
(FB)
Start by
86,000
(YT)
10,000,000,000
(Tweets)
5,000,000,000
@edwardboches
@sparkey
download ‘Oh My God What Happened...’
sign-up for Netvibes
60. & thanks to all the clever people whose ideas, images and
slides I’ve used and abused. I will buy you many beers if we
ever meet.
You’re way too
many to mention but the amazing folk from Boulder Digital Works -
@edwardboches @helvector, @garethk & many more...
Notes de l'éditeur
\n
\n
\n
I spent 5 years at Apple teaching people about technology and finding out how they use interact with stuff. \nI then spent 4 years at AR helping clients discover how we could use technology to create more engaging experiences. \n
WE’re going through a period of extreme change, challenging for our industry and every other. \n
In ours media developments happen in the blink of an eye. \n
New platforms emerge every day and they’re often completely confusing\n
It’s hard to know which ones are useful, we’re so excited by the NEW\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
25 billion – Number of sent tweets on Twitter in 2010\n2 billion – The number of videos watched per day on YouTube.\n7.7 million – People following @ladygaga (Lady Gaga, Twitter’s most followed user).\n600 million – People on Facebook at the end of 2010.\n35 – Hours of video uploaded to YouTube every minute\n36 billion – At the current rate, the number of photos uploaded to Facebook per year.\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
Twelpforce was about letting your employees become brand advocates.\n\neco:Drive was about taking a pre-existing technology already in the cars and wrapping a community on top of it.\n
\n
\n
\n
\n
\n
\n
\n
\n
invite them to co-create those stories with you\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
A marketing platform, not a campaign.\nPuts the power to refresh the world in the hands of the people who will actually do it.\nEvery Pepsi makes a difference.\n
Backing out of the superbowl brought buzz, but the reason why we did it sustained conversation.\n
We became the most talked about superbowl advertiser... without advertising on the superbowl.\napprox 2 million dollars a week in earned media.\n
The hub of the project\n
\n
\n
old way, new way\n
It generates more content than any of us can possibly pay attention to or absorb, though we try our best.\n\nthe entire media landscape has changed 5 billion apps downloaded, 2 billion YT views a week. if this says anything it declares that there is so much information in the stream that attention is scarcer and scarcer.\n
We need to become different kinds of people\n
\n
\n\nthe entire media landscape has changed 5 billion apps downloaded, 2 billion YT views a week. if this says anything it declares that there is so much information in the stream that attention is scarcer and scarcer.\n