delvinia interactive emerging media: managing the hype
TRANSCRIPT
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
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
Twitter. @stevemast
Web. delvinia.com
Blog. delvinia.com/diseases