See how they live in Real Time Die jungen Konsumenten, always on. Wie nutzen sie Medien, wie informieren sich sich, wie kaufen Sie ein? Wir blicken zu Beginn durch ihre Brille, erhalten neue Erkenntnisse aus der Marktforschung, sehen internationale Beispiele gelungenen digitalen Marketings und konfrontieren schließlich Jugendliche damit, ob sie sich darin erkennen.

2. What if…
…intelligent packaging
dynamically responded to
its contents, so that you
could instantly see which
items at home, were
nearing their sell-by date?
…you could control your
home from your mobile
… or your finances

3. “How is your relationship
with technology changing?”
“What do you want now?”
“What will you want tomorrow?”
8,000 online consumers
A collaboration between Microsoft, The Future Laboratory & IPG
Mediabrands

4. Value Me Creator CultureIntelligentlyON
Age of Serendipity Enhancing the Real My Analytics
Right to Anonymity
Niche Networks
8 Digital Trends

5. The Right
to Anonymity
What is the trend?
Consumers are deleting
their personal data to
preserve anonymity.
Privacy Demand by
campaigners are pushing
for legislation around the
users right to delete data
from servers.
43% already manage
their data by removing it
54% for 18-24
In the future 73%
would be interested in a
service that allows then
to remove information
76% for 18-24

6. The Right to Anonymity
Snapchat and
Secret.li allow photos,
video and text to self
destruct after a users
determined time.
Brandyourself.com –
a service that helps
you manage your
digital footprint.

7. The Right
to Anonymity
What this means for
brands
Brands will need to offer
greater transparency
over privacy controls and
terms of use, featuring
them prominently and
making them easy to
use.
Greater transparency will
give greater trust.
If you allow us to update
our privacy settings,
65% of us are more
likely to buy from you.
66% for 18-24
No longer will we blindly
allow brands to track and
profit from our
information without
knowing where it goes.
No longer will we post
private content
thoughtlessly to the web.

8. Enhancing
The Real
What is the trend?
Our increasing desire for
technology that takes us
beyond the flat surface of
a touchscreen or a 2D
television, and immerses
us in enhanced, multi-
sensory experiences.
35% of online
consumers say that
digital
devices and services
enhance their experience
in the real world because
they engage all their
senses.
43% for 18-24
49% are interested for more
multi sensory experiences in the
future.
61% for 18-24
They are looking for products
and services that offer more
engaging and ‘human’ digital
connections.

9. Enhancing the Real
Scentee – release a
scent of your choice
with touch or text.
Microsoft IllumiRoom
– projected
visualisations
surrounding TV
(floors & walls) to
enhance
entertainment
experience.
Goertz – Virtual shoe
fitting

10. Enhancing the Real
Scentee – release a
scent of your choice
with touch or text.
Microsoft IllumiRoom
– projected
visualisations
surrounding TV
(floors & walls) to
enhance
entertainment
experience.
Goertz – Virtual shoe
fitting

11. Enhancing
The Real
What this means
for brands
Digital experiences will
shift more to
enhancements of the real
world.
Consumers will expect
to experience a diverse
range of offline products
in a highly developed,
digitally alive physical
context.
61% of us are more
likely to buy from a brand
that allows us to touch
and feel their products
wherever we are: in a
store or on the Internet
66% for 18-24
47% already expect
brands to heighten
everyday experiences
by engaging more of
their senses.
55% for 18-24

12. Enhancing
The Real
New sensor technology
• Control content and advertising with
controller hand or voice.
• Identifies individuals as the enter
room.
• Measures heart rate which can
control content and gameplay.

13. 13
Enhancing
The Real
3D printing

14. What does this mean?
• Put your consumers, their data and their privacy first.
• Develop creative strategies to use technology to enhance
the real world.