delvinia interactive emerging media: managing the hype

Emerging Media Trends: Managing the Hype

October 2009

The Delvinia Group of

Companies

More

Shiny Objects

1. Speed of Influence[brand advocate, content sharing]

“The most important word on theInternet is not search.

The most important word on the Internet is share.”

@HughMcLeod | GapingVoid

18-30 31-44 45-65 65+0%

10%

20%

30%

40%

50%

60%

70%

80%

Least Likely Somewhat Likely Most Likely

How often Canadians share content they find online with friends.

“Snackable” Content

Sharable Offers

“What do you do when customers

(with a million followers) attack!?”

@RandyMatheson | Delvinia

2. Harnessing the Crowd[co-creation, crowdsourcing]

“Idol was a vehicle to

launch records.”

@SimonCowell

Contest Driven

Crowdcasting

48 employees moderating

3. Look Mom, No Wires[portable platforms, the cloud]

“1 in 5 households intend to cut their landlines in the next 5

years.”

Source: IPG Emerging Media Lab Report 2009

Untethered Lifestyle

87% currently own a mobile device

72% use their camera feature

31% play games

Bar Code Readers

Image Recognition

SMS & MMS

4. Location, Location, Location

[location-based services, location aware, proximity marketing]

“Search solved a big part of the what problem -- helping you find

what you're looking for.

Social networking came in and offered up a who filter.

Now we're looking at the where.”

@AbbeyKlaassen | Adage

Proximity Marketing

Location Aware ‘Ads’

Location Aware ‘Events’

Location-Based Services (LBS)

5. Mixed Reality[augmented reality, virtual worlds]

“People will not interface with flat

digital spaces as they are designed today

… fluid touch and three dimensional design will be embedded into peoples lives

everywhere.”

@me

Augmented Packaging

Virtual Sampling

Augmented Mobile Apps

Augmented Mobile Apps

Managing the

Hype

Source: Gartner Hype Cycle

Don’t ask What, Ask Why

Privacy

Be Realistic

Mitigate Risk

Manage Expectations

How do I know which emerging platform best suits my strategy?

Many of these platforms are brand new … how do I establish measurable goals?

How do I prepare my team to deal with emerging media platforms?

How do I know which emerging platform best

suits my strategy?

Many of these platforms are brand new … how do I

establish measurable goals?

How do I prepare my team to deal with emerging media

platforms?

How do I know which emerging platform best suits my

strategy?

Many of these platforms are brand new … how do I establish measurable

goals?

How do I prepare my team to deal with emerging media

platforms?

How do I know which emerging platform best suits my

strategy?

Many of these platforms are brand new … how do I

establish measurable goals?

How do I prepare my team to deal with emerging

media platforms?

“These trends are NOT killing marketing. They are simply

changing its role.”

“Advertising is now less about reach and less about changing attitudes but about more engaging

experiences, which leverage new digital capabilities to deliver value to the audiences that interact with

them.”

@JeremyLockhorn

Thank-you!Steve MastVice President, Managing DirectorDelvinia Interactive

T. 416.779.4149

E. smast@delvinia.com

Twitter. @stevemast

Web. delvinia.com

Blog. delvinia.com/diseases