digital trends for 2014 - dmf13
DESCRIPTION
"Every new technology starts by copying the old technology". Bart De Waele gives his personal opinion on the digital trends for 2014. Every digital device gets a digital interface: UX design will become an even more important skill. Be prepared to flip your value chain. Think Digital.TRANSCRIPT
Digital Trends for 2014
Digital TrendsDigital Marketing First, #dmf13
My personal opinion...
Listen carefully.
Listen carefully.
Personal opinion.
1. Digital rules
A quiet revolution.
‣ communications
‣ media
‣ technology
‣ ...
Massive shift from analog to digital
‣ communications (chat, mail, skype, blog, twitter)
‣ media (music, video, news)
‣ technology
‣ ...
Massive shift from analog to digital
When you say ‘camera’...
... do you think ‘analog’ or ‘digital’ ?
Buttons evolve from ‘physical’
Buttons evolve from ‘physical’ to ‘digital’.
Our cars will be next.
Even the washing machines get touchscreens.
Smartphone controlled toilet.
Of course, you can push this too far...
If everything becomes digital, and every device gets a digital interface:
UX design will become an even more important skill.
UX Design
2. The disappearance of the button
“Every new technology starts by copying the old technology.”
First tv-shows were theatre plays with a camera pointed at them.
Until this.
At first, we need the language of the old technology to understand the new technology.
We create metaphors.
- desktop- folders- files- trash- ...
Until this.
Why is the iPad ‘intuitive’?
locus of control
locus of attention
‘What we do’ and ‘what we see’ is in 2 different places.
The metaphor of ‘mouse + pointer’ creates small brain friction.
We need ‘brain CPU’ just to work with a desktop.
locus of control
locus of attention
Tablets with touchscreens remove the metaphor.
They remove the ‘brain friction’, and thus feel more intuitive.
UX design is coming of age.
It is finding its own language. It is removing the metaphors.
‣ physical buttons -> digital buttons
‣ 3d-effects, bevels, drop shadows
‣ skeuomorphism
Step 1: copy
Copy physical buttons to digital buttons.
‣ metro style
‣ ...
Step 2: the visual web
Buttons are being replaced by gestures.
Step 3: gestures
Step 3: gestures
Boldly going where no man has gone before?
Step 4: what’s next?
Moving into science-fiction teritory now...
“The action is the button.”
Wii
Light switch
Bump
Moves app
Parrot headphones
Google Glass
Memoto
Leapmotion
Myo
Muse headband
‣ geofences
‣ Kinect
‣ GPS
‣ ...
“The action is the button”
Moving away from the metaphor.
450 “horsepower”
3. We love hardware
‣ everything becomes digital
‣ nostalgia for physical things
Countermovement
‣ past: features are irrelevant, it’s about design
‣ now: design is not important, it’s about features
We love hardware
4. Sea of data
‣ every channel is digital
‣ every action is digital
‣ everything is recorded
Data deluge
Lapka, personal environment monitor
Lenses with projection.
Camera reads emotion.
‣ marketeers have ample data
‣ shift from ‘craft’ to ‘data-driven’
‣ no more ‘gut feelings’
Data everywhere
5. Data at hand
‣ from map to GPS
‣ will be the way of all data
‣ persons, prices, brands, reviews...
Consumers will have all data
Camera reads emotion.
‣ sales used to be: imbalance in information
‣ customers will be smarter than sales...
‣ what is the role of sales (and marketing)?
Impact on sales
6. Peer 2 peer
‣ outsource marketing?
‣ outsource sales?
‣ outsource production?
‣ outsource customer service?
‣ outsource product development?
If customers are smarter...
Peer 2 Peer everything...
7. Real time marketing
‣ no more campaigning
‣ ‘real time’ marketing
‣ drip marketing
If customers have all data at hand...
Expect:
more profound change.
Not just a faster horse...
‣ not just extra channels
‣ not just ‘better marketing’
‣ profound societal changes
Profound changes
Be prepared to flip your value chain.
Think digital.
Questions?
Wijs bvba
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