10. TRENDS
The Experience Economy
woensdag 5 oktober 11
11. 10 ways to apply OFF=ON
• It doesn’t take marketing genius to apply • Study and then incorporate winning
OFF=ON and ON=OFF to your own brand. characteristics of living and doing business
Here’s what you can set in motion today: online into your offline processes.
• Incorporate online symbols into one of • Infuse your campaigns with the language of
your next designs. the online-versed.
• Have customers design something from • Give your online brand an offline presence.
scratch online, then bring it into the real
world. • Partner with any kind of relevant meet-up
venture.
• Add any kind of online functionality or
access feature to existing physical
products.
• Hop on the mobile-meets-web
bandwagon. Start with introducing an
iPhone app.
woensdag 5 oktober 11
12. How to mix on- and offline
• Basics
• Internet of things
• Virtual Goods
• Location based services
• Mobile devices
• Interactive installations
• Mixing real and virtual world in cross-media campaigns
woensdag 5 oktober 11
14. Basics: Connecting Online and Offline Marketing
• Offline Reach Building
• Tracking URLs
• Social Media Lead Intelligence
• Social Media Driving Offline Traffic
• QR Codes
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/17694/5-Methods-for-Connecting-Online-and-Offline-Marketing.aspx#ixzz1ZuPopZLY
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16. The Internet of things
• What?
• The web as “one big computer”
• All data moves into the cloud
• Why not add physical objects ...
• Phones, Cars, Household
electronics
• Consumer goods
woensdag 5 oktober 11
17. The Internet of things
• How?
• Build into a device
Perfect for new electronic devices
Connect with the web via WiFi or Bluetooth (or wire)
• Add an “electronic label”
• High tech: RFID
Read from a defined distance
Need to “program” the chip
Requires a reader
• QR code or 2D barcode
Read with any Camera (Phone, ...)
Print yourself
Needs visual contact
woensdag 5 oktober 11
21. The Internet of things
• In Practice?
• e-coupons
• quick links to extra info
• loyalty cards
• entry tickets
• add value to objects (e.g. scan
product and see movie)
• ...
woensdag 5 oktober 11
31. Virtual Goods
• What?
• Goods that only exist in a
virtual world
• Derive value from the “right
to entertain” or “right to be
part of a virtual world”.
• Typically exist within a
closed network
• A great way to make money
woensdag 5 oktober 11
32. Virtual Goods
• How?
• Put a perceived value against virtual rewards.
• Work with existing networks for credibility (unless you are
famous):
• Facebook
• WOW
• ...
woensdag 5 oktober 11
33. Virtual Goods
In practice
Farmville
GoSupermodel
HabboHotel
Facebook credits
woensdag 5 oktober 11
35. Location Based Services
• What?
• All kinds services of taking advantage of knowing where
the consumer is.
• Started about 10 years ago through triangulation on
mobile phone networks.
• Never really worked, because:
• Privacy “feel” (opt-in)
• Lack of mobile internet availability
• Came to the surface with the introduction of the iPhone
with:
• GPS function
• Easy mobile internet
woensdag 5 oktober 11
36. Location Based Services
• How:
• Location based games
• Gowalla & Foursquare
• Holiday Inn promotion
• Check In products
• Add-on Reality
• Gouden Gids
• Immo
• Vacatures
• ...
• Bluecasting
woensdag 5 oktober 11
41. Mobile
• What?
• The ultimate link between real and virtual
• New devices make the mobile “dream” come true
• Smart phones
• iPad
• Mini computers
• WiFi ubiquity and/or affordable mobile internet
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44. Current technologies
• All interactive technologies
have 1 thing in common: they
try to sense something
• they sense motion, sound,
humidity, color, ...
woensdag 5 oktober 11
45. Current technologies
a) SENSORING and arduino
‣ Low cost microprocessor (atmega chip)
‣ Open source (!)
‣ Active community
‣ Endless range of components
‣ “Homemade” ready
woensdag 5 oktober 11
46. Current technologies
b) VISION and kinect
‣ “cheap” high end depth sensor
‣ “no” security > hacked in 5 minutes
‣ allows nightvision, very accurate motion detection
woensdag 5 oktober 11
47. Current technologies
c) TOUCH and applefamily
‣ long list of touch-enabled devices
‣ iPad/iPod/iPhone family
‣ Android
‣ Also larger possibilities with custom made screens
woensdag 5 oktober 11
51. Real & virtual in cross-media campaigns
woensdag 5 oktober 11
52. • In a post-digital marketing world, you need to build bridges
between the digital and the real world.
• Consumers still live their lives mostly in the real world, and
they live the same life in a different way online.
woensdag 5 oktober 11
53. • 360° campaigns
• Field activation interacting with real world
• Cases
• Coke Zero
• Coke Christmas
woensdag 5 oktober 11
55. jáëëáçå
• Three consumer insights:
• Digital Christmas wishes
• Customization
• Charity
woensdag 5 oktober 11
56. ^Åíáçå
• Digital:
• One tree full of Xmas wishes
• Each wish supports Cliniclowns
• Facebook, Netlog & Skyrock
• Personal picture wishes
• Real Life
• All daily touchpoints
• 5 real-life Christmas trucks
woensdag 5 oktober 11
59. 37%
oÉëìäíë targ reach
et 1 of
2-44
y.o.
• 601.120 visitors
• 1.6 million wishes sent
• 600 000 last year
• 1 million more through social media
• 17.000 fotos uploaded
• 50.136 euro to Cliniclowns
• Uplift brand love (post-research)
woensdag 5 oktober 11
