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Delvinia Interactive Emerging Media: Managing The Hype

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Delvinia Interactive Emerging Media: Managing The Hype

  1. Emerging Media Trends: <br />Managing the Hype<br />October 2009<br />
  2. The <br />Delvinia<br />Group of <br />Companies<br />
  3. More <br />ShinyObjects<br />
  4. 1. Speed of Influence<br />[brand advocate, content sharing]<br />
  5. “The most important word on the<br />Internet is not search. <br />The most important word on the Internet is share.”<br />@HughMcLeod | GapingVoid<br />
  6. How often Canadians share content they <br />find online with friends.<br />
  7. “Snackable” Content<br />
  8. Sharable Offers<br />
  9. “What do you do when customers <br />(with a million followers) <br />attack!?”<br />@RandyMatheson | Delvinia<br />
  10. 2. Harnessing the Crowd<br />[co-creation, crowdsourcing]<br />
  11. “Idol was a vehicle to launch records.”<br />@SimonCowell<br />
  12. Contest Driven<br />
  13. Crowdcasting<br />
  14. 48 employees moderating<br />
  15. 3. Look Mom, No Wires<br />[portable platforms, the cloud]<br />
  16. “1 in 5 households intend to cut their landlines in the next 5 years.” <br />Source: IPG Emerging Media Lab Report 2009<br />
  17. Untethered Lifestyle<br />
  18. 87% currently own a <br />mobile device<br />72% use their <br />camera feature<br />31% play games<br />
  19. Bar Code Readers<br />
  20. Image Recognition<br />
  21. SMS & MMS<br />
  22. 4. Location, Location, Location<br />[location-based services, location aware, proximity marketing]<br />
  23. “Search solved a big part of the what problem -- helping you find what you&apos;re looking for. <br />Social networking came in and offered up a who filter. <br />Now we&apos;re looking at the where.” <br />@AbbeyKlaassen | Adage<br />
  24. Proximity Marketing<br />
  25. Location Aware ‘Ads’<br />
  26. Location Aware ‘Events’<br />
  27. Location-Based Services (LBS)<br />
  28. 5. Mixed Reality<br />[augmented reality, virtual worlds]<br />
  29. “People will not interface with flat digital spaces as they are designed today … <br />fluid touch and three dimensional design will be embedded into peoples lives everywhere.” <br />@me<br />
  30. Augmented Packaging<br />
  31. Virtual Sampling<br />
  32. Augmented Mobile Apps<br />
  33. Augmented Mobile Apps<br />
  34. Managing the<br />Hype<br />
  35. Source: Gartner Hype Cycle<br />
  36. Don’t ask What, <br />Ask Why<br />Privacy<br />Be Realistic<br />Mitigate Risk<br />Manage Expectations<br />
  37. How do I know which emerging platform best suits my strategy?<br />Many of these platforms are brand new … how do I establish measurable goals?<br />How do I prepare my team to deal with emerging media platforms?<br />
  38. How do I know which emerging platform best suits my strategy?<br />Many of these platforms are brand new … how do I establish measurable goals?<br />How do I prepare my team to deal with emerging media platforms?<br />
  39. How do I know which emerging platform best suits my strategy?<br />Many of these platforms are brand new … how do I establish measurable goals?<br />How do I prepare my team to deal with emerging media platforms?<br />
  40. How do I know which emerging platform best suits my strategy?<br />Many of these platforms are brand new … how do I establish measurable goals?<br />How do I prepare my team to deal with emerging media platforms?<br />
  41. “These trends are NOT killing marketing. They are simply changing its role.”<br />“Advertising is now less about reach and less about changing attitudes but about more engaging experiences, which leverage new digital capabilities to deliver value to the audiences that interact with them.”<br />@JeremyLockhorn<br />
  42. Thank-you!<br />Steve Mast<br />Vice President, Managing Director<br />Delvinia Interactive<br />T. 416.779.4149<br />E. smast@delvinia.com<br />Twitter. @stevemast<br />Web. delvinia.com<br />Blog. delvinia.com/diseases<br />

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