Future of Digital Marketing Notes Part 3

Posted 6/24/2011 by Cleve Gibbon
 
Part 1 and Part 2 of my notes on the Future of Digital Marketing 2011 covered the morning sessions. This post was to captures all the afternoon talks but alas, I’m afraid there will be one more so that I can do justice. I'll try to be brief but there was just so much good content that needs to be shared!

David Wieneke, Useful Arts

David started his talk with, "everything is online, so sit back and listen". And it was and so I did. The key message is that we use technology to get stuff done. Yes, content is important but it was never king. Content is a means to an end with that end being about gaining attention and helping your audience, where mobile is fast becoming the primary content consumption channel.

David provided some statistics to support the mobile revolution, where sms messages are exceeding phones calls, 1 in 3 PC sales is lost to other devices, 40% of Pandora users never register/ touch a desktop device, and that the best way to reach employed people is through mobile devices. As digital marketers, it is important to realise the power is with the platform from which customers consume their content from (e.g. netflix). Successful platforms are seeing their content being enriched, augmented and re-purposed to become more useful. And as a result, platforms trump sites. For example, the Starbucks Facebook gets 12 times the traffic that its brand site gets because that's where the conversations take place.

Anthony Rose, YouView
Anthony introduced Connected TV without a single slide and blew us away. You could really hear a pin drop as he walked us through the rise of the second channel – you know that laptop/iPad sitting in your lap as you watch TV. The rising influence of social channels determines what you watch. Just imagine, being able to drop in on what your peers, friends and family are watching in real time and being able to hold conversations with them as you watch your favourite programs. However, Anthony believes the real change will happen when people create apps to work on ConnectedTV, for others I think its more about the content. Maybe, its somewhere in between.

King Yiu Chu, Layar
King demonstrated through 50 highly visual slides what augmented reality (AR) is and what's being done with it today. You really need to download his slides on Augmented reality from EConsultancy. Interestingly, from a delivery perspective AR projects are 80% concept and 20% technology. The planning phase needs to take into consideration the best AR concepts pertaining to 3D, animations, interactions, social media linkage and cross media approaches. Today, any web developer can create an AR with an increasing number of tools and off the shelf concepts to support the technology end. AR is less about the technology, and more about the experience created by providing a digital imprint on top of reality.

Ian Worley, Morgan Stanley
Ian shared his thoughts on the future of user experience by breaking it down into five themes:
  • Social Computing: No longer constrained by physical barriers, social geographies centered communities talked to David Wieneke's observation that platforms are trumping sites.
  • Portable Web: Nearly ubiquitous and free to consume content anytime and anywhere.
  • Rich Interactions: Minority Report style 2 way interactions with information. It's already here and essential for engagement.
  • Context Awareness: From content is king to context is king. Context is essential for delivering highly tailored, real-time and personal digital experiences at those key influential moments within consumer decision journeys.
  • The Web As Software: Increasing numbers of low cost apps that manipulate data in a task-based manner. I would add that this should be done to make everything we do 'low effort'
Here are just a few example apps that demonstrate the five themes at work today:

                      amazon remembersaurasmabroadfeedstreetmuseum

                                     shop savvysonar word lens

While you’re checking the apps out, you may also want to check out the TED talk on Siftables Programmable Interactive Blocks. Then, the interesting assertion by Ian that "websites are dying". He argued that that digital desktop experiences are already not meeting client demands. Recently delivered projects are instantly redundant if they are not mobile ready. Technology has changed both behaviour and expectations forever. However, today we don't have the production tools to transform static content and data into immersive cinematic experiences to provide the required levels of rich interactions. Although I don't believe we are at that point where websites are dying, I think is enough evidence to support that no one is really coming to your websites anyone. Where are they? In the platforms that embrace social interactions and enable consumers to engage with a brand everywhere.  

Okay, the final post on FODM 2011 Notes will deinitely be out on Monday. Enjoy the weather over the weekend and yes, if you’d like to give me some feedback, tweet @cleveg/ @cognifide.
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Cleve Gibbon

CTO
Seasoned marketing technologist with a passion for helping marketers be more proficient in their digital activities by applying the right mix of technology innovations across the business.

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