time, location and digital
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NEW DIGITAL RULES:
SUPERNOW + HYPERLOCAL
BRAND, DIGITAL AND CREATION
JANUARY 29, 2013
LOVE DATA
56%22%
22%
Familiary with Digital
LowMediumHigh47%
19%
34%
Familiarity with Marketing
LowMediumHigh
SOME EXPECTATIONS WERE QUITE LARGE…
“To discover this new field, and explore the links with my favourite subject: politics and communication”
SOME EXPECTATIONS WERE QUITE PRECISE…
“To learn how we can be creative about a natural gas company”
SOME EXPECTATIONS WERE QUITE AMBITIOUS…
« To get knowledge on digital, (…) how to go viral… »
25%
16%47%
13%
Your expectations
TO FOSTER/EXPRESS MY CREATIVITY
TO UNDERSTAND HOW DIGITAL CAMPAIGN HAVE BEEN MADE
TO GET PROFESSIONNAL KNOWLEDGE IN DIGITAL STRATEGY
OTHER
LOVE DATA
OUR AGENDA
The digital time shift…A. Introduction: the Samoan time travelB. Fertile ground C. Supernow: an attempt of a defintion
And its consequences for brandsA. Five principlesB. Marketing Trends: ATAWAD and FOMOC. Next big thing : Pre-cognitive marketing
PART I.SUPERNOW
PART II.HYPERLOCAL
The rise of the HyperlocalA. IntroductionB. Fertile groundC. Hyperlocal: an attempt of a definition
And its consequences for brandsA. Five principlesB. Marketing Trends : GEOFANCING and SoLoMo C. Next big thing :
WHY ARE THESE NEW RULES IMPORTANT ? BECAUSE THE DIGITAL TURNS US : FROM A FRAMED WORLD TO A FLOWING WORLD
BUT FIRST, AN INTRODUCTION
The web is dead : rise of the apps, Internet in TV, connected shops’
windows. Even the screen is dead, all the objects can be digital
interfaces.
DIGITAL IS NOT THE WEB ANYMORE
DIGITAL IS NOT A DEVICE ANYMORE
The medium is dead, what counts now is the circulation of data. The software and the idea of file « ownership » is dead : RSS, Spotify-like,
Google Chromebook etc.
HUMAN CROSSES DIGITAL
Technology and human beings have met and
merged. The body is an interface and the
machines are more human.
A NEW PARADIGM FOR BRANDS
Reality
Augmented reality
Augmented virtuality
Virtuality
The first digital model for brands was
centered around the retail, dividing the
world between stores and eshops, the brick and the mortar. But
today, 2 more levels co-exist and interact between them.
A NEW PARADIGM FOR BRANDS
Reality Augmented reality
Augmented virtualityVirtuality
BOUNDARIES DON’T EXIST ANYMORE
We are now looking for seamless experiences.
It changes how we perceive time and
space. And it changes our behaviors and expectations from
brands.
PART I.SUPERNOW
A DEFINITION OF TIME?
« What is time, then? If no one asks me, I know
what it is. If I wish to explain it to him who asks, I do not know. »
Confessions, XI, 14.
THE TIME-JUMPING OF SAMOANS
IN SAMOA, NO ONE WILL BE
BORN ON DECEMBER 30, 2011, AND NO ONE WILL DIE.
THE TIME-JUMPING OF SAMOANS
LIKE THE SAMOAN
GOVERNMENT, DIGITAL HAS
CREATED NEW TIME LINES
FERTILE GROUND
THE QUESTIONING OF THE VERY NOTION
OF TIME BUILT THE REIGN OF
HYPER-PRESENT
FERTILE GROUND
DIGITAL’S ACCELERATION FOLLOWS THE EVOLUTION OF
COMPUTER CHIP’S
PERFORMANCE
SUPERNOW? AN ATTEMPT OF A DEFINITION
A NEW TIME AND SPACE PERCEPTION
"New technologies have changed our perception of time and space, nothing less! They didn't reduce the distances like did donkeys or jet, they just erased them."
Michel Serres on Space - Inria - 2007
THE VALUE OF TIME IN LIQUID MODERNITY
"In the era of hardware, of heavy modernity, which in Max Weber’s terms was also the era of instrumental rationality, time was the means which needed to be husbanded and managed prudently so that the return of value, which were space, could be maximised; in the era of software, of light modernity, the effectiveness of time as means of value-attainment tends to approach infinity..."
Zygmunt Bauman - “Liquid Modernity” - 2000
A SOCIETY OF SPEEDNESS
« Behind Google, there is the idea of a constant change - almost in real time - of the landscape. (…) Everything is tied up in the accelaration of instant, the acceleration of real time, and not in the accelaration of history anymore »
Paul Virilio, interview on Terra Nova
TO SUM UP
SPACE IS NO MORE AN ISSUE
TIME IS WHAT MATTER
THE ACCELERATION OF THE INSTANT
= WE LIVE IN THE REGN OF SUPERNOW, WHERE EVERY INSTANT COUNT.
SERRES BAUMAN VIRILIO
+ +
A SET OF NEW PRINCIPLES FOR BRANDS
PRINCIPLE #1
BRING OUT THE REAL TIME
OLD SPICE: REAL TIME CONVERSATION
OFF AND AWAY: REAL TIME PRICING
PRINCIPLE #2
ADOPT INSTANT AS THE NEW UNIVERSAL STANDART
SNAPCHAT: SELF-DESTRUCT CONTENT
THIS IS NOW: TIME AGGREGATOR
PRINCIPLE #3
MAKE EVERY DATA AND EVERY REQUEST
AVAILABLE IMMEDIATLY
PRINCIPLE #4
REMIX TIME (IN ANY WAY YOU
WANT)
EVERGIG: TIME RECREATED
PRINCIPLE #5
SET UP TIME TRAVEL
EXPERIENCE
TWO MARKETING TRENDS ASSOCIATED WITH SUPERNOW
FOMO AND ATAWAD
FOMO
Definition:
"The feeling one gets when straying from his or her normal social routine."
ATAWAD
Definition:
"Any Time, Anywhere, Any Device"
NEXT BIG THING
BEYOND TIME:THE RISE OF
PRE-COGNITIVE MARKETING
AMAZON: « YOU WOULD ALSO LIKE »
BRITISH AIRWAYS: HIGHLY PERSONALIZED SERVICE
GOOGLE NOW: PRE-COGNITIVE MARKETING
Panta rhei
Heraclitus
AND REMEMBER
PART II.HYPERLOCAL
AND UBIQUITY
FERTILE GROUND
MORE THAN EVER, THE MOBILITY IS A MAJOR STAKE : TRANSPORTS,
TRAVELS, PROFESSIONAL
INSTABILITY, ERA OF MOBILE DEVICES.
SCARED AND TIRED OF GLOBALIZATION,
PEOPLE ARE LOOKING FOR MORE HUMAN
BUSINESS AND MORE LOCAL RELATIONSHIPS. THIS IS THE RETURN OF
THE VILLAGE SOCIABILITY.
FERTILE GROUND
HYPERLOCAL? AN ATTEMPT OF A DEFINITION
“We live in a world where there is more and more information, and less and less meaning. Simulation is no longer that of a territory, a referential being or a substance. It is the generation by models of a real without origin or reality: a hyperreal...”
THE ERA OF HYPERREALITY
Jean Baudrillard in Simulacra and Simulations
"The Main Street facades are presented to us as toy houses and invite us to enter them, but their interior is always a disguised supermarket, where you buy obsessively, believing that you are still playing. An allegory of the consumer society, a place of absolute iconism, Disneyland is also as place of total passivity. Its visitors must agree to behave like robots."
Umberto Eco about DisneyLandin The Age of Simulation
THE ICONISM MORE IMPORTANT THAN THE REALITY
"Stop saying that new technologies have reduced the distances, it is stupid. New technologies moved us from an euclydian space to a new space, from a carthesian space to a new space not located, that can't be located, a topological space, a space without distance, where distance should be redefined, where distance shoud be reconsidered from a primary topology. We have moved to a new space."
Michel Serres on Space - Inria - 2007
INTRODUCTION
TO SUM UP
THE HYPERREALITY KILLS THE TERRITORY
WE ARE SPECTATORS OF THIS FAKE LAYER
= WE LIVE IN THE REIGN OF AN AUGMENTED SPACE,
THE HYPERLOCAL, WHERE VIRTUALITY COUNTS.
BAUDRILLARD ECO
+IT’S NOT ABOUT DISTANCES BUT NEW SPACES
SERRES
+
A SET OF NEW RULES FOR BRANDS
RULE #1
MARK, TAG & PLAY WITH YOUR TERRITORY
SIGN
DIGITALIZE YOUR SPACES TO INCREASE PROXIMITY
GIVE THE POWER OF UBIQUITY
RULE #2
70
“What’s taking preference now is to try to get as ubiquitous as possible. Program and design from the mobile standpoint first, then extrapolate what could be applied for the PC, television and print experience.”Michael Bayle, SVP ESPN
SIGN
PLAY WITH THE DOUBLE SCREEN USAGE
SIGN
BROADCAST PRIVATE LIVE EVENTS FOR SPECIAL CONSUMERS
SIGN
INCREASE DESIRE FOR TRAVEL BY GIVING A PREVIEW OF THE TRIP
MAKE INVISIBLE SPACES VISIBLE
RULE #3
SIGN
EXPLOIT INFORMATIONS FROM THE STREET
SIGN
HIDE THINGS YOUR CONSUMERS NEED TO DECODE
BE THERE WHEN YOU’RE NEEDED
RULE #4
SIGN
GIVE YOUR CONSUMERS THE OPPORTUNITY TO SHOP WHEN THEY HAVE TIME
SIGN
ALLOW YOUR CONSUMERS TO SHOP WHEN THEY HAVE A CRUSH
DON’T FORGET TO FLATTER THE “I WAS
THERE” EGOTRIP
RULE #5
SIGN
ASK YOUR CONSUMERS TO SHARE THEIR VIP PLACES
SIGN
CONNECT YOUR COMMUNITY AROUND PLACES
SIGN
ENHANCE THE LOCAL EXPERIENCE THROUGH SOCIAL INTERACTIONS
2 MARKETING TRENDS ASSOCIATED WITH THE HYPERLOCAL
SOLOMO, GEOFENCING
GEOFENCING
SOLOMO
89
THE NEXT BIG THING
DIGITAL FOR SMALL
BUSINESSES
AARAM SHOP
AMERICAN EXPRESS
A QUICK CONCLUSION
These explosions of time and space
have lead to data pollution : there’s an opportunity for brands to organize,
filter the world
It also asks the question of privacy, transparency and
surveillance : if anything is accessible
anywhere, anytime, how to control the
datas ?
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