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Expanded version of Seven actionable marketing trends

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.

Also, find most of the individual slides available under CC license on flickr:
http://www.flickr.com/photos/everythingnewisdangerous

Find the presentation below, or here:

View more documents from Helge Tennø.

Mobile Abilities Map Presentation

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.

View more documents from Helge Tennø.

Post Digital Marketing 2009

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.

View presentation below or here.

View more presentations from Helge Tennø.

Hopefully it will both be interesting and inspiring to some, and the format introduce what Erin McKean defines as Serendipity:

    “Finding something you weren’t looking for because finding what you are looking for is so damn difficult.”
    - link

Please enjoy, and have a nice summer (winter).

Best Regards
Helge

A subject gets bigger, not smaller

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.”

Digital didn’t change anything, but everything digital changed.

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).

“Only in Digital” abilities list

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.

This is a short “Only in Digital” abilities list:

View more presentations from Helge Tennø.

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…

Augmented Reality Gaming

Some really nice work on augmented reality gaming by Frantz Lasorne.

via Yanko and @zacma

    “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

Visit Frants Lasorne’s videos on Vimeo


Augmented Reality Toys (Work in progress) from Frantz Lasorne on Vimeo.

Out of the Box Ideas

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.

Visit Squidder, or their Squidder vimeo channel.

Here are some of their published golden nuggets:

Facial Recognition meets Twitter

Facial recognition meets Twitter (kind of) from squidder on Vimeo.

Drum Kit

Augmented Reality Drum Kit (demo #2) from squidder on Vimeo.

AR Driving Demo

Augmented Reality Driving Demo, part II (flash + flartoolkit + wii controller) from squidder on Vimeo.

One Big Leap Into the Augmented World

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.

Pattie Maes & Pranav Mistry: Unveiling the “Sixth Sense,” game-changing wearable tech at TED.

via Steve Cunningham on Twitter.

Emerging Experiences

In desperate need of inspiration? Head over to the Razorfish – Emerging Experiences Vimeo channel to catch some great projects on the Surface table (and soon Siftables).

Razorfish – Emerging experiences
via Digital Design Blog

My two favorites:


Amnesia Razorfish – Staff Directory on Surface from Razorfish – Emerging Experiences on Vimeo.


AT&T Retail Surface Experience from Razorfish – Emerging Experiences on Vimeo.

UPDATE:
Also have a look at this gem, the Surface 2? found via PSFK.

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Presentations

Visit on Slideshare.