This document discusses forces reshaping the digital experience in 2015, including intelligence, behavior, and culture. It predicts that contextual technology will integrate real and digital experiences. Big data will drive deep consumer understanding and engagement, while attention shifts from impressions to behaviors. Brands will tackle understanding consumers through rich data and act on micro-movements in a shifting cultural landscape.

1. 2015 // Digital Outlook
2015

2. 4
FORCES RE-SHAPING
DIGITALEXPERIENCE
INTELLIGENCE
BEHAVIOR
CULTURE

3. 1
EXPERIENCE!
Contextual technology, seamless, always-on interactions
pave the way to a brave new world of real-life digital
experiences. “Real” and “digital” are one.

4. 1
EXPERIENCE!
!
OPPORTUNITY OR
CHALLENGE?
“Multi-context”
experiences are
disrupting digital
advertising. Targeting
must evolve.

5. 1
EXPERIENCE!
!
TOWARDSAN
ULTRA-MOBILE
WORLD
Connected devices
are dramatically
driving mobile traffic
growth.

6. 1
EXPERIENCE!
Physical will overtake visual
interaction.
“OPTING IN”TO DIGITAL CONTEXTS
Quantified personal
data will drive deep
value.
Sensing and seamlessness
will almost completely
replace access.

7. 1
EXPERIENCE!
Real or fake, dead or alive,
virtual personas will
entertain us.
OURWORLD,DIGITALLY REMASTERED
Products will engage
us, even connect us
together.
Digital information will
be a necessary part of
the physical world.
Content will now be
reaching us, in rich and
relevant ways, in proper
places and time.

8. 1
EXPERIENCE!
Crowdsourced real-time
data will outsmart
proprietary tools.
MASSIVELY NETWORKED INFORMATION
Technology will
increasingly decide on
our behalf.
Content reach will be
largely network driven.
Consumers will
outpace, outrank brands
as content creators.

9. 2
INTELLIGENCE!
Our digital imprints are everywhere and more
revealing than ever. Brands will tackle a critical
challenge and tap into a giant opportunity:
acting on rich consumer intelligence.

10. 2
INTELLIGENCE!
!
UNDERSTANDING OUR BEST CUSTOMERS 24/7
Audience mining and
“neuromarketing” will
become vital to brands.
Facebook’s Artificial
Intelligence will redefine
what we consume.
Real-time content and
engagement will
become the norm.
There will be a
shortage of skills to
make big data
actionable.

11. 3
BEHAVIOR!
Attention is an old currency. Audiences just
don’t have it anymore. Behavior is the new
black. Digital engagement drives behavior or it
simply won’t matter.

12. 3
BEHAVIOR!
!
MONETIZING DESIRETHROUGH GAMING METAPHORS
Real-world digital
gaming will blur
business and pleasure.
Macro-communities will
be a lucrative practice.
Gaming behavior will
be a crucial part of
cross-context
engagement.

13. 4
CULTURE!
The end of the world as we know it. Brands
stand with the people, in a world where
massive shifts are occurring through micro-
movements.

14. 4
CULTURE!
!
WE CAN REALLY DOANYTHINGTOGETHER
Micro-enterprises are
driving unprecedented
change and innovation.
Digital is a catalyst for
social change and action.
Brands invest in
making social capital
a business force.
Social is changing
the way we work
and break through.

15. 4
WAYSTOWINDESTINATIONS to INFILTRATION
IMPRESSIONS to CONTEXT
CONNECTIONS to BEHAVIOR
STATIC to REAL-TIME

16. 1
WAYSTOWIN!
!
DESTINATIONSTO INFILTRATION
Infiltrate fans streams, “fish where the fish are”.
Focus on distribution: Tapping into networks, interest graphs and publishing
to drive engagement.
SEO/SMO: News and trends based relevance. Real-time content.
Micro-Content: Content that is focused on driving conversations, where and
how social consumers enjoy it.
UGC vs. BGC: Embrace the idea of being the host, not the leader.

17. 2
WAYSTOWIN!
!
IMPRESSIONSTO CONTEXT
Create more digital context for the brand and fans to co-exist.
Field & Physical: Tie hyper-local product experiences to digital connections.
Move beyond organic conversations.
Mobile: Drive fan connections content sharing via mobile.
Product: Find ways to position the product as a gateway to digital action.

18. 3
WAYSTOWIN!
!
CONNECTIONSTO BEHAVIOR
Invest in understanding and growing positive behaviors.
Listening & Data: Mine connections, behaviors and conversations. Tie key
“signals” to business metrics.
Conversations: Drive deeper conversations. Identify and activate key players.
Community: Grow a community, through ambassador/vip programs, opt-in
rewards and more.
Reward: Incentivize, recognize and reward behavior.
!

19. 4
WAYSTOWIN!
!
STATICTO REALTIME
Adopt a newsroom style approach to content.
Intelligence: Develop an approach to real-time data against the brand’s
objectives.
Newsroom: Commit to a team and approach which can drive results in
real-time, through just-in-time content and rapid editorial cycles.
!

20. !
THANKYOU,
@perezable
SapientNitro
!