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Neo-analog, post-digital, multi-banal... Verstehen hilft zu entscheiden, was wirklich zählt.

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Neo-analog, post-digital, multi-banal... Verstehen hilft zu entscheiden, was wirklich zählt.

  1. 1. Unsere Gesellschaft ist digital. Wikileaks, 2011: Arabischer Frühling, Guttenplag & Vroniplag, Piratenpartei, Netzsperre, die Cloud, … Digital ist alles. http://de-bug.de/mag/8418.html
  2. 2. Digital surfaces to transform spatial design. leading material over the coming years. Digital surfaces will emerge as a Unsere Umgebung ist digital. http://www.digitalsignagedaily.com http://www.fastcompany.com/1612275/esi-design-world-expo-shanghai-corporate-pavilion
  3. 3. http://www.forbes.com/special-report/2011/30-under30-12/30-under-30-12_media.html Unsere Helden sind digital. http://www.forbes.com/special-report/2011/30-under30-12/30-under-30-12_media.html
  4. 4. Markenerlebnisse sind digital. So viel Vorfreude auf analog kann nur digital.
  5. 5. Und auch die guten Dinge sind – digital. www.manufactum.de
  6. 6. Wir verhalten uns sogar „digital“.
  7. 7. Liking Meconomy. Intel Museum of Me.
  8. 8. Und weil‘s so einfach ist, wird das Leben immer komplizierter. Stichwort Customer Self Service. https://kundencenter.telekom.de/kundencenter/
  9. 9. Dabei bleibt das „Echte“ manchmal auf der Strecke. sondern nach dem besten Wir suchen nicht nach einem Musikstück, Empfehlungsverfahren für Musik. http://www.lastfm.de/user/diesterne73
  10. 10. Nach dem Echten. Das schafft Sehnsucht.
  11. 11. Little Printer druckt „Social Messages“. http://bergcloud.com/littleprinter/
  12. 12. Hieß es gerade noch, voll auf digital … So wie Maggi das Kochstudio digital erlebbar macht. http://www.maggi.de/rezepte/Rezeptsuche/Rezept.htm?WT.z_navi=suche_rs_dd&id=42006
  13. 13. … kauft man im Kochhaus – quasi Fix deluxe – wie in einem begehbaren Rezeptbuch. http://www.kochhaus.de/wp-content/uploads/2010/10/Frau-St%C3%B6ber-im-Kochhaus.jpg
  14. 14. Marken machen sich in Welten und Tempeln mit allen Sinnen erlebbar.
  15. 15. Oder poppen spontan “up”. http://www.unitednetworker.com/2011/07/29/finale-der-persil-stadtetour-in-dusseldorf/
  16. 16. Liebl und Schwarz empfehlen Romane. Für die strategische Frühaufklärung. GDI Impuls Nr. 4 2011
  17. 17. Analoge Revolution? Wohl eher das altbekannte Trend-Gegentrend-Phänomen. http://www.adweek.com/video/advertising-branding/google-chrome-speed-tests-132928
  18. 18. http://russelldavies.typepad.com/planning/2011/11/i-first-talked-about-post-digital-at-an-event-called-thinking-digital-in-2009-in-gateshead-looking-back-thats-probably- wh.html Es geht darum, was „danach“ kommt. „Das Digitale ist so abwesend, dass wir nicht mehr darüber nachdenken müssen.” Dr. rer. nat. Stephan Baumann, Head of Competence Center Computational Culture (C4), Kaiserslautern Ob neo-analog oder post-digital.
  19. 19. Digital ist nicht automatisch besser. Oft geht es nur um‘s Technische, noch einen Kanal, das „Wir haben jetzt auch ‘ne App“-Phänomen. (Deloitte: 80% < 1000 Downloads) Das intendierte (Marken-) Erlebnis – wird oft vergessen. http://www.guardian.co.uk/technology/appsblog/2011/jul/11/branded-apps-flopping
  20. 20. Social Features statt Sitzplatzwahl beim Ticket-Kauf, … Das Ergebnis: multi-banal. Oder schlichtweg Quatsch. Netzausfallsmeldungs-Apps, QR-Codes mit Links zur Website,
  21. 21. In der Freizeit: Kultur, Sport Anzeigen Filialen In der Stadt Im Web Berater In den Medien EC-, Kreditkarten TV-Spot Korrespondenz, Kontoauszüge Killer Experience statt Killer App! Es geht weiterhin um Marken und Menschen. Und deren Beziehung zueinander. In der Summe: ums Markenerleben.
  22. 22. Markenerleben! Creatives no longer create ads but rooms for experiences. Doug Jaeger, Ubercloud 2011 Präsident des ADC New York und Partner JaegerSloan http://www.dmexco.de/de/1127/~/Newsletter_04_11_1.html
  23. 23. Verstehen hilft. Das Digitale verändert uns. Und die Beziehung zwischen Marken und Menschen. Ob wir wollen oder nicht. Ob wir’s merken oder nicht. Aus einer Präsentation von Sebastian Deterding
  24. 24. Was unmittelbar bevorsteht: Echtzeit. Whatever, whenever in your pocket. Anytime, anyplace, OoH. Studie zur Rolle von Außenwerbung im mobilen Webzeitalter für WallDecaux Premium Outdoor Sales, 2011 Talking things oder das Internet der Dinge.
  25. 25. Liquid democracy. hat Stefan Raab schon das perfekte Während die Piraten noch üben, Geschäftsmodell realisiert.
  26. 26. Nicht neu. Aber schön: “Never talk about consumers. It is people with in their .“heartslove James Hilton, Gründer AKQA http://www.smailovic.com/Series-Reportage_9_0_job_43_seite_20.html
  27. 27. Positive Markenerlebnisse ermöglichen! Wiederentdeckung des Nutzens! Erleben statt Botschaft! Bezugsgruppe statt Zielgruppe! Nützlich, interessant, einzigartig und widerspruchsfrei. http://www.louisvuitton.de/front/#/deu_DE/Journeys-section
  28. 28. € € Was wirklich zählt. Be effective, not digital. Leitwährung Markenerleben.
  29. 29. 0 10 20 30 40 50 60 70 80 90 100 -20 -10 0 10 20 30 40 50 60 70 80 90 100 Intensität Erleben Qualität Erleben ∅ 50 Quelle: MMS Markenerleben-Index; Basis: Intensität Erleben: Personen, die die Marke intensiv erlebt haben (Top3 auf 5er-Skala von 1 ‚sehr intensiv erlebt‘ bis 5 ‚überhaupt nicht erlebt‘) , Qualität Erleben: Differenz der Personen, die das Erleben einer Marke als positiv bewerten, und Personen, die das Erleben einer Marke negativ bewerten´, auf der Skala ‚Erleben positiv/neutral/negativ‘ ∅ 47 Korr. 0.53 MMS Markenerleben-Index. Intensität & Qualität.
  30. 30. Die Zukunft für Marken im post-digitalen Zeitalter ist großartig.

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