I think we're boxing ourselves in to restrictive marketing formats that are stifling strategic and creative thinking, and in doing so are underutilising the potential interactive has to offer. In this talk I will explore what technology can offer in terms of creating engagement and using it to strengthen your direct communications with customers.
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Clemenger Digital Summit Auckland: Breaking Digital Constraits - April 2009
1.
2. WELCOME TO THE BLEEDING
The exciting world of interactive marketing awaits
you all.*
*Restrictions Apply.
Tony Burt
3.
4. WHAT I’M HERE TO TALK ABOUT.
Digital constraints.
Weʼre stifling strategic and creative thinking.
And underutilising the potential interactive has to offer.
27. NOWADAYS
Screens have become rather generic, theyʼre everywhere and
to be honest have become rather boring.
And as advertisers weʼre generally persisting with the same
old thing.
Thatʼs 13 years and counting.
1996 2009
28.
29. AMAZING PEOPLE IS A
TRICKY BUSINESS
Amazing people on screens alone is getting increasingly
more difficult.
Weʼre now dealing with severe ʻscreen clutterʼ.
When was the last time you saw something online that
truly amazed you?
33. WHAT HAVE WE DONE
HERE?
Weʼve effectively packaged up digital formats.
In doing so restricted creativity and strategic thinking.
And with this package weʼve put it on a shelf, filing it next to
print, TV, radio ad manuals.
34.
35. INTERACTIVE IS SO MUCH
So if we all agree, why do we continue to treat digital like
other channels?
36.
37. SO WHAT’S NEXT?
I believe first and foremost that interactive marketing doesnʼt
have to be always solely about screens.
45. REALITY .02
Thereʼs loads of people out there who have thoroughly
integrated ʻdigitalnessʼ into their lives
To define them as digital is to define them as air-breathing
Itʼs simply what we do these days.
47. REALITY .02
The age of the ʻDigital Nativeʼ is now
“ ”
And the ʻDigital Immigrantsʼ are streaming
in at a rate never seen before.
Marc Prensky – ʻOn The Horizonʼ - 1998
48.
49. REALITY .03
Advertising makes bad media tools.
Weʼre obsessed with making people clicking on things.
Why?
Because Google told us so.
http://russelldavies.typepad.com
50.
51. REALITY .04
The stuff that digital has created online and on
screens is starting to migrate into the real world objects.
52.
53. REALITY .05
Examples of how data we all stream is becoming a
communication channel for objects in real life.
54.
55. Fiat
A motor and technology first for linking drivers with in-car diagnostics
An easy-to-use computer application that connects your car to your PC.
eco:Drive dissects and evaluates your driving style
Reducing CO2 emissions and saving Fiat driver’s money
62. RECOMMENDATIONS.
Speak to your Planner.
Start collecting more data.
Understand it.
Donʼt always default to standard formats.
Make useful things.
Think innovation.
Think value & brand experience.
Take risks to evolve (calculated ones)
63.
64. GETTING TO THE NEXT STAGE.
”
“
You canʼt naturally use data by itself.
But the fact is that data drives a huge
amount of what happens in our lives.
It happens because someone takes
that data and does something
innovative with it.
Sir Tim Berners-Lee - Linked Data - TEDʼ09
65.
66. AND KEEP IN MIND THIS.
When objects did smart things, weʼre seemingly delighted & amazed.
When we connect objects to online weʼre even more amazed.