After publishing the slideshow Seven actionable marketing trends about a month ago, I asked if there was an interest in an expanded version of the slideshow. Elaborating on each trend and including some references and quotes from the insights behind them.
Unfortunately it has taken me some time to put this together, and I do apologize for the delay. But now the deck has been published via slideshare.net.
I would like to state that the goal of the document is not to work as a coherent presentation, but rather using the slideshare format to comprise and present a collection of valuable ideas that I felt was/is relevant in regards to each trend.
I hope you find the presentation useful, and that there are stuff/slides in there that proves to be inspirational.
As always, if there are any questions or comments, please contact me and I will do my best to reply.
Mobile is at the forefront of representing a completely new way of thinking about marketing.
But in order to understand this we need to look beyond the SMS and the text voting, and start exploring the real potential of the platform.
Since the Mobile Abilities Map pdf, published two weeks ago, has received a great deal of interest. I thought it would be a good resource to readers if I collected and published my inspiration and ideas to each topic. Hopefully getting some inspirational juice flowing.
- I’ve added links to each resource on slides where this was possible.
I hope people appreciate the presentation, and continue sharing great links on their own blogs (and link back here) or in the comments section on this blog.
This last year has seen logarithmic changes in marketing, fueled by different concepts like Utilities, AR, The Collective Exchange of Ideas, Transmedia, Digital becoming ubiquitous, Mobility and more.
I have tried to be a part of some of these discussions online, and have as a result of other peoples shared and collective wisdom published a range of posts, presentations and tweets on the subject.
What I wanted to do before leaving on a short summer vacation was recombine all the best ideas, into ONE Post Digital Marketing 2009 presentation. Summarizing all the major thoughts finding its way to my “ideas”-folder this last year.
We seem to be looking for universal principles, when we should be looking for fragmentation.
It’s quite common when trying to understand something that we try to simplify it, searching for consistencies and core principals. The problem is when we apply the find to other stuff as well as a universal principal for everything similar.
Even though universal laws or guidelines might seem like a good idea, it is often the complete opposite of something useful.
Take the Music Industry as an example. These days they are trying to find the ONE law to rule them all, to solve the problem for both universal, international, national or independent artists and bands – but is there ONE undiscovered answer? Or should there be many?
As we become more insightful and smarter regarding a subject, our articulation of it increases which leads us to discover details that we didn’t know existed to begin with. As a subject gets bigger we also find minute differences and details that make what seemed similar quite opposite.
Ignoring the nuances and fragmentation’s inside a subject as we try to make our ideas accessible to other people through graphs and sound bites :o), makes it easier to get understood, but demands the reader to ask more questions. (which is a good thing)
I hope the people reading this blog understand that I’m not trying to find universal answers. I’m exploring a landscape, square inch by square inch. And one answer might be a good solution to one problem, but might not give a full and complete answer to a lot of other stuff, or even be downright terrible.
Malcolm Gladwell inspired me to start thinking of this whole thing as a giant puzzle:
“We are all collecting small pieces of the same puzzle. One day maybe we’ll get so far that it starts making sense.”
The first ten years of digital was (to a large extent) the same siloed ideas that we’d already been exploiting for decades on other content and messaging transportation infrastructures (media). It was a carbon copy.
It is only in the last 2-4 years something interesting and revolutionary has surfaced through the emergence of social media (the collective exchange of ideas) and digital utilities.
This creates a new currency for marketing online, not replacing traditional advertising / messaging but competing for the same budget and offering a completely different set of returns.
Since posting this presentation two days ago, I’ve added some ideas to it, relating to Time and Direct Relationships.
Apologies for re-posting, but this is the conclusion to my series on the new currency online, with special focus on opportunities for media companies.
Find the Slideshow below, or here. (If you have already seen the first version the second one might not cache, there should be a yellow ribbon in the upper left corner if you are watching the updated version).
Digital is by some perceived as “marketing on sale”, maybe due to it’s lack of tangibility, “newness” or failing ability to show it’s potential as the common way of perceiving new stuff is through the lens of old stuff.
But online marketing seems to finally be outgrowing the display/message based advertising frame- and mindset. Starting to see an increased focus on deliberate, value adding services, accessibility and social interaction. In this context digital will and should become the most important interface between brands and participants and ergo the willingness to increase investment should hopefully be inevitable.
Digital marketing and advertising, and by that I mean EVERYTHING digital, should be your most expensive endeavor, and the reason is it’s abilities.
In the traditional brand and communication mindset brands have been thought that they are unwanted and intrusive, but this is not true. Brands and products create immense value in peoples lives, with digital they have been given the opportunity to add to this value through meaningful and deliberate action.
This is an invitation to start believing in your brand communications again…
“With augmented reality, designers can build games that draw elements from traditional real world games and modern computer games. This is particularly clear in strategy games, where the strengths and limitations of both platforms are complementary.” – Frantz lasorne’s Vimeo Channel
If anyone hasn’t seen their stuff by now, these guys are definitely the ones to watch. Experimenting with their expert knowledge in flash combined with out of the box ideas in AR.
This is an eye-opener to thinking how natural gestures and space will create the next generation augmented interfaces.
I especially appreciate the opportunities explored in the retail and library environments and how it ads information and experience to existing real world objects.
