OCTOBER 2014 TREND EXHIBIT

IS OUR ABILITY TO ACTION PEOPLE AND BRANDS INTO CONTACT THROUGH A MEANINGFUL LIVE AND VIRTUAL EXPERIENCE. CONNECTION IS A HUMAN NEED. IT’S AT THE HEART OF OUR EXISTENCE. THIS EMOTION IS ACTIVATED THROUGH A SENSE OF

CONNECTIVATION CONNECTEDNESS THAT AFFECTS HOW WE COMMUNICATE WITH EACH OTHER. IT MOVES THROUGH TIME, SPACE AND BOUNDARIES – CONNECTING ACTIVATION WITH DIGITAL. THE RESULT MUTALLY BENEFICIAL RELATIONSHIPS.

OCTOBER 2014"TREND EXHIBIT

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TREND HIGHLIGHT NOTABLE SPEAKERS

SOCIAL MEDIA WEEK 2014 For the first time in it’s six year history, Johannesburg was a host city for Social Media Week, a global event that takes place in February and September each year. Johannesburg’s event was truly world class, seeing some of South Africa’s best tech and marketing minds come together to discuss the current state and future path of social media and connected consumers. LIVE+ was privileged enough to speak about our practice of CONNECTIVATION™ and our vision of the African consumer as part of a panel hosted by trendwatching.com This month’s trend exhibit examines some of the recurring themes and trends throughout the week, as well as some influential people you should follow to keep on top of industry trends.

TREND HIGHLIGHT

THE AFRICAN CONSUMER Through many of the talks, speakers addressed the potential that lies within our African borders in terms of technology and untapped communication platforms African tech developers are using technology in new and innovative ways to solve African problems which has seen some great developments in the last year. The diversity of the African consumer was also a topic widely spoken on. Many organisations view the continent as a relatively homogenous region which means messaging gets lost in relevance, language and platform. There are outstanding opportunities for brands on the continent if marketers focus on discovering insights from the consumer groups they wish to communicate with.

PHYSICAL DIGITAL BLUR Interesting, related to our approach of CONNECTIVATION™, many speakers spoke of the increasingly blurred lines between the digital and physical worlds of consumers lives. We are no longer in a digital bubble, but rather in a maturation phase where digital has become an extension of us and seamlessly integrated into our lives without us having to think about how to use it. This blur has come out of innovative hardware and software developments that makes data generation and sharing easier and more valuable to both the user and organisations. William Mzimba, CEO of Accenture South Africa said of digital organisations that, “Being digital is about the integration of ecosystems and it is about the user experience.”

THE INTERNET OF THINGS The Internet of Things is a trend that has exploded globally in the last few months, and it is where things (previously inanimate objects like door locks, fridges, traffic lights) are connected to the Internet with the purpose of gathering data, analysing it and providing solutions to a problem or process. It has the potential to make humans healthier and less time-strapped if executed correctly. John Montgomery of GroupM hosted an outstanding session on the potential of The Internet of Things and said that by 2020 it is estimated that this industry will be worth $7trillion, and that there will be close on 50 billion devices connected to the Internet generating data.

BIG DATA A trend that comes naturally from the developments in The Internet of Things, with 50 billion devices connected to the Internet, there is a great deal of data that will be generated. It is crucial that organisations start putting parameters in place about what is done with data, where data is stored, how the data is kept safe, and how we clean that data in order to gain valuable insights “The traditional view of marketers and creatives is changing drastically. These people are now no longer art majors, they are mathematic students that have a knack for recognising patterns in data and interpreting that into insights.” John Montgomery, GroupM

NOTABLE SPEAKERS

STAFFORD MASIE •  South African entrepreneur and

angel investor •  Former CEO of Google South

Africa •  Current CEO of ThumbzUp,

developers of Payment Pebble™

STAFFORD MASIE “Technology didn’t kill Kodak, humanity did. The technology was the first step but it was the sharing platforms that spoke to the humanity in us. Steve Jobs understood humanity, not technology. With Apple, it was the first time we saw an architecture of a personal ecosystem, the App Store. Today, it is not about understanding technology better, it’s about understanding people.” “Value in big data will be seen when sensors and algorithms combine. We need predictive analytics that don’t feedback to the organisation, but rather, to the individual.”

JOHN MONTGOMERY •  Current COO at GroupM •  Former CEO of Ogilvy South

Africa and The Netherlands •  Nominated by Adweek as one

of the smartest people in media in 2013

JOHN MONTGOMERY “Adaptive marketing is about adapting the whole marketing mix, it rips apart the targeted consumer and is more responsive to consumers, quicker. Marketing planning needs to become more fluid.” “Selling by telling is dead. Marketing and advertising is only absorbed [by consumers] if it adds real value.” “The sheer number of connected sensors adds a whole new meaning to big data. Big data becomes about volume, velocity and variety.”

UNO DE WAAL •  Owner an co-founder of

Between10and5 •  British Counsel Young Creative

Entrepreneur 2014 •  African Blogger Award Winner

2014: Arts and Culture •  Former digital strategist at

Trigger/Isobar

UNO DE WAAL “As marketers, we have moved away from the traditional 4Ps of product, price, place and promotion years ago, today we define a new set of 4Ps, the : Passion, Process, Play and Proximity.” “Cultural trends and the move away from outdated LSM groupings can be attributed to propinquity, being close to someone or something enough to be influenced.”

www.liveplus.co.za connect@liveplus.co.za @connectivation

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SEPTEMBER 2014 TREND EXHIBIT

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