An Introduction to Digital (AdSchool 2013)
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An introduction to Digital covers what is Digital? How to make stuff. How to make stuff that matters. The Future. http://www.peterscobie.com
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An Introduction to Digital (AdSchool 2013)
- 1. An introduction to Digital Production Peter Scobie
- 2. Agenda 1. Definition – what is Digital? 2. Process – how do we make stuff? 3. The Craft – how do we make stuff that matters? 4. The Future
- 3. 1. Definition – what is digital? “I do not regard advertising as entertainment or an art form, but as a medium of information” - David Ogilvy
- 4. 1. Definition – what is digital? A Brief History of Information • Printing Press – 1448 • Telephone – 1875 • Broadcast – 1901 • The internet - 1991
- 5. 1. Definition – what is digital? The digital revolution is the most significant progression in civilisation since the industrial revolution.
- 6. 1. Definition – what is digital?
- 7. 1. Definition – what is digital? Information is Digital Social is Digital Entertainment is Digital Products are Digital Commerce is Digital
- 8. 1. Definition – what is digital? Answer: Digital is Life DIGITAL PRODUCTION OR PRODUCTION FOR A DIGITAL WORLD
- 9. 1. Definition – what is digital? Digital Production Lazy ‘Push’ and one way Outputs: - Traditional Online Advertising – Banners
- 10. 1. Definition – what is digital? Digital Production Lazy ‘Push’ Outputs: - Unwanted EDMs
- 11. 1. Definition – what is digital? Digital Production Lazy ‘Push’ Outputs: - USB sticks
- 12. 1. Definition – what is digital? Digital Production Smart ‘Pull’ Outputs - Targeted Ads
- 13. 1. Definition – what is digital? - Targeted Ads
- 14. 1. Definition – what is digital? Smart ‘Pull’ Outputs - Blogs
- 15. 1. Definition – what is digital? Smart ‘Pull’ Outputs - Social
- 16. 1. Definition – what is digital? Smart ‘Pull’ Outputs - Web
- 17. 1. Definition – what is digital? Smart ‘Pull’ Outputs - Apps
- 18. 1. Definition – what is digital? Smart ‘Pull’ Outputs - Branded Content
- 19. 2. Process – how do we make stuff? The key players - Account Service – ‘Suits’ - Strategy – Strategists & UX Architects - Production – Producers & Project Managers - Creative/Studio – Art Directors, Designers, Copywriters, Creative Technologists - Tech – Developers & Testers - Finance - Traffic - HR - Management
- 20. 2. Process – how do we make stuff? UX
- 21. 2. Process – how do we make stuff? UX PUT THE USER AT THE HEART OF EVERYTHING ‘If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language’ – David Ogilvy
- 22. 2. Process – how do we make stuff? Waterfall PM Analyse Define / Concept Create Build Deliver
- 23. 2. Process – how do we make stuff? Waterfall PM
- 24. 2. Process – how do we make stuff? Agile - Origins in software development - Results in concurrent processes and collaboration - Digital experiences & creative are intrinsically linked - Many digital environments require custom ideation - Digital ideas must evolve
- 25. 2. Process – how do we make stuff?
- 26. 2. Process – how do we make stuff? http://computertrainingcenters.com
- 27. 3. The Craft – how do we make stuff that matters? Stop communicating products and start making communication products - Gareth Kay– Goodby & Silverstein
- 28. 3. The Craft – how do we make stuff that matters? The best communication products add value. They make life easier. They enable. They communicate a message, a story. They connect communities. They engage and inform. They educate. They inspire. They change the world.
- 29. 3. The Craft – how do we make stuff that matters?
- 30. 3. The Craft – how do we make stuff that matters? Digital production is all about solving consumer/user problems. If you're not solving a problem you have a problem.
- 31. 3. The Craft – how do we make stuff that matters? Digital products must evolve. Iterate, Learn, Iterate, Learn Embrace Lean Start up movement - Nail it then scale it - Rapid Hypothesis Testing - Minimum Valuable Product - Learn Fast Eric Reis ‘Lean Start Up’
- 32. 3. The Craft – how do we make stuff that matters? Case Study: NAB See Business Microsite
- 33. 4. The Future Product Innovation - Digital agencies are delivering work that doesn't just over delivers, it innovates. - 39% of digital agencies have innovation labs or product incubators. - 1 in 5 clients say their digital agency is where they look for innovation within their company. Not marketing - innovation. Why? 2013 SODA Report
- 34. 4. The Future
- 35. 4. The Future Product Innovation Digital solutions are increasingly innovative products. Agencies will influence product innovation
- 36. 4. The Future Mobile More than three-quarters of Australians access the internet through mobile devices, a growth of 208% since 2010. - MagnaGlobal 2013 report
- 37. 4. The Future Mobile
- 38. 4. The Future Mobile
- 39. 4. The Future The internet of things
- 40. 4. The Future ‘The internet of things’ Connecting objects - Glasses - Clothes - Clocks - Rubbish Bins - Cars - Furniture - Products
- 41. 4. The Future ‘The internet of things’
- 42. Final musings
- 43. Thanks @pscobie peterscobie.com
Notas del editor
- Run down agenda
- Advertising has come a long way from the madmen days of billboards and print ads. I don’t think I work in in ‘advertising’ - to be that’s selling things people don’t need, its inefficient communication,
- Digital is young
- Digital is new, it is bold, it is evolving = exciting – few rules
- Everyone is connected
- News – online – stories break on twitter firstSocial – events, catchups, social gatherings are organised via email, on social platforms, Trends and things called memes now live onlineEntertainment – we now stream and download content, TV networks are dying – what I want, when I wantProducts – the internet of things – products are getting more connectedCommerce – online shopping (ecommerce)
- In a few years this course will just be called production
- Lazy is when traditional marketing see digital as just another channel. This is our big idea – we want to win an award at Cannes and oh – can you fix us a website. Digital is not a bolt on.
- Email Direct Marketing is like a leaflet in your letter box. You skim them and throw most of them out.Annoying as digital should be user benefit based ie permission based.
- Surpluss of USBSTechnology has to be relevant – brands using old technology look old and not relevant
- FB story
- Very scary world – legal minefield when it comes to personalising marketing, tracking users and most importantly storing personal data – BIG DATA
- - allow brands to be thought leaders in their fields- are a great way to showcase work or testimonials without ‘shouting about it’They should be more experimental - Test out/seed products/ideas/promotions – Vegimite snack 2.0 Build a community of brand advocates and super users – SwimKids – monitoring by itself – ecosystem. Use SEO to tap into the online footfall traffic. Create content – content is king online – and blogs are a great way to present it.
- Brands engage with consumersWho follows brands – why?Important they are relevant and provide value – whats in it for me? Promotions/exclusive content/samplesGreat for promoting brand advocacy
- The staple of any brand’s presence – mobile is very important as this is where the eye balls areMost websites only need to let the user complete 3 main tasks – phone number of plumber, opening hours or watch a videoImportant user and business objectives are defined and addressed UXThink of websites as virtual showrooms for your brand – depending on the brand soft sell is often the way to go. Remember you’re not pushing – you’re pulling.
- Whats everyone’s favourite app – why?When apps first came out every brand wanted one – not sure why, but they wanted one. Apps to have dumb elements, apps are more sticky than websites but they must provide utility/fulfil purpose
- On brand – NZ is fun, Air NZ is a fun brand, only on digital, engaging sharable contentHOSTNext,
- CT – code to express creative ideas, prototyping, great for collaborating with teams as you get two for the price of one.
- Because digital marketing is interactive we need someone to define the experience that a customer or user is going to have. That is the discipline of UX.
- Business objectives very important but UX ensures users benefit from the products were makingClients are still getting used to the discipline – its’ hard because it’s a quasi scienece – trends / research / instinct / human natureRare in an industry that is quite transparent
- Brief > UX > requirements gathering – interviews, surveys, research, trends > wireframes (interaction spec), concept, design – copy and design, development, testing, release, report
- Disciplined, orderded – the result is usually predictable. The above works great for traditional TVCs and print ads – why do you think this doesn’t work so well for digital?
- USER TESTING
- Recap – covered digital is life, outputs, some project methodologies but how do we push the envelope.
- I hate coke – the ad that errol showed with going inside the vending machine I thought was so stupid – I couldn’t relate to it but this product inspires me – so I hate coke a little less
- Digital things without purpose dieGotta solve a problem OR make life easier. iPad
- Great commercial – engaging,inpsiring, hooks the user – click reward – every click should result in something pleasant happening for the userExample of how brands can engage and involve users in their storyteling. People love stories – the best agencies tell the best stories.
- Nike
- - Mention responsive web design- Presefy website
- who has a smartphone? I do everything on my phone and brands are working this out – outselling PCs – but it is flat lining – peak ownership. Developing markets – still massive potential – china, russia, big growth markets
- - Mention responsive web design- Presefy website
- google glass
- IBM
- There are some simple pleasures of producing digital products- you lead some genius minds to create something greatYou know when you’ve won. It’s ok to be wrong you get unfiltered customer feedback- you avoid the bullshit- you champion great ideas and fight for the userDigital is part of this century's DNA and the world’s nervous system. As digital producers, storytellers, advertisers we have the power and responsibility to tell the best stories we can. Our communities, our future, our children deserve nothing less.