so da report class 5
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SoDA report
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Agenda
Figures
Trends
Platforms
Evolution of digital strategy
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Figures
Fuente: SoDA. Two Thousand and Ten Digital Marketing Outlook
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Figures
Fuente: SoDA. Two Thousand and Ten Digital Marketing Outlook
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Figures
Fuente: SoDA. Two Thousand and Ten Digital Marketing Outlook
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Trends
User Experience
• Rich branding experiences, user centered design.
• While the user primarily visits to accomplish tasks, each of those visits is an opportunity to sink the brand
hook deeper.
• Make It Effortless or Don’t Make It: 67% of online customers said their opinion of a brand was affected by
their ability to accomplish tasks on their website. (http://www.usertesting.com/)
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Trends
Evolution of Online Storytelling
• Flash allowed studios to build immersive online stories for brands and companies around the world.
• It’d be easy to say that the rise of Google killed the experiential microsite.
• Social media and searchability rule the day. HTML is back. Flash plays a different, more refined role.
• Three predictions:
• Location
• Speed
• Emotion
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Trends
The End of Banner Ads
• Ten years ago, a 5% click percentage was achievable. However, today we have moved to a
performance of around 0.05%. http://www. youtube.com/watch?v=lo_a2cfBUGc
• The InCase and Gowalla case
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Trends
Next Technology Trends
• Cloud Computing: no need for software.
• Mobile Computing.
• Shift to Non-iPhone: iPhones represent less than one percent of all mobile devices worldwide.
• Mobile phone portability, location-awareness and ubiquitous internet connectivity makes it ideal
for lifestyle enhancing tools, services, entertainment and content.
• Consumption of Information: information and applications will become platform agnostic and code-
unified. (e.g. Adobe Air)
• HTML 5 will address many of the deficiencies of previous versions.
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Trends
Digital Branded Content Syndication
• The audience is the medium: new demographic is doing so much of the content sharing (a.k.a
syndication) themselves, they have become virtual content publishers.
• Content Syndication Programs vs. Paid Media Spending.
• Boutique Content Creation and Syndication vs. Global Advertising & Media Agencies.
• Digital Content Syndication & Measurement Service Providers (e.g. Wave Metrix).
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Trends
Digital content
Dan Brown’s latest book was scanned and on Bittorrent within 15 minutes of release.
• How do we tackle this?, give content for free?.
• Total freedom of choice that digital distribution offers + on-line phenomenon of ‘long tail
marketing’ = more efficient and longer-lasting exploitation cycle.
• Content creators who understand their consumer and have identified the correct channels and
appropriate content will maximize their investment.
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Evolving platforms
Digital to change the
way consumers interact
with Brands
Use digital platforms in new ways to
make brands an integral and
integrated part of their customers’
everyday lives
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Evolving platforms
Principles of gaming changing the conversation
• Success will have less to do with simply getting noticed and everything to do with driving participation.
• Gaming has quickly become the most prevalent activity on the web today.
• The principles of a game empower the desire of its players to participate and be rewarded… with that
comes the enviable opportunity to rethink our approach to consumers.
• http://millionnyc.com/indexfl.html
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Evolving platforms
Changing the way consumers experience brands through true "Interaction”
• The first typewriter received its patent in 1868, and the mouse was invented by Douglas Engelbart in
1968.
• Through applied computer vision we are able to provide new inputs to the computer (Wii, Natal, AR
+Webcam).
• There’s also advances in output technology, such as powerful projectors, holographic displays, multi-
touch touch screens, large scale LED displays and mobile apps.
• Conclusion: Design for Next Generation Interaction.
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Evolving platforms
AR
• With widespread integration of AR into trusted brands, this convergent technology promises to merge
the online and offline experiences for both individual brands and retail stores.
• http://www.youtube.com/watch?v=NxQZuo6pFUw
• http://www.youtube.com/watch?v=ps49T0iJwVg
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Evolution of digital strategy
40% of Your Opportunity is Shifting to Mobile
• Location awareness allows content to be extremely relevant, directing users to nearby stores, offering
coupons, even providing on the spot customer service.
The Social Landscape in 2010
• Social Media is Mobile.
• Measurement is Critical (KCIsSM)
• Transparency is Not Optional
• Change is Inevitable
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Evolution of digital strategy
Stop Spreading Viruses & Start Giving Gifts
• People share things for their own reasons, not ours.
• When people share, it impacts their reputation and relationships.
• When people give gifts, they don’t ask for favors in return
• It’s time to focus on creating value that consumers will have a personal stake in sharing with each
other.
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Evolution of digital strategy
Evolving Roles of Producer, Advertiser, and Audience
• Audiences, producers, and advertisers are accustomed to a television landscape of certain fixed
entities.
• In the world of dynamically assembled content, the audience can edit and distribute while watching.
• We’ll have to start thinking of our audience not just as passive viewers but also as co-creators of our
messaging.
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INTRO PAGE
Digital - Colombia