velocity and the shift to adaptive, contextual content online

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@kaigait

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Digital Immigrant Digital Native Data Native

• Controlled release of info from limited sources• Single or ‘focussed’ tasks• Often prefer to get information from text• Greater need for private and personal space for introspection• Like info presented linearly, logically and sequentially

• Receive info quickly from multiple sources• Multitask and parallel process• Pictures, sounds and video before text• Hyperlinked sources• Interact in real-time• Learning that is instant, relevant and fun

• Surrounded by contextual information• Information is processed before delivery• Expect the right information with minimum input • No idea of privacy• Expect ‘things’ to know them

30 – 60

years old10 -29

years oldUnder 3

years old

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Content types Variations

Static content & layouts • Same content for everyone• Layout must be crafted for each device

and channelResponsive Web Design (RWD) • Same content for everyone

• Layouts suit the device being used• Print, apps or anything non-web is not

handledAdaptive content • Content contains variations that allow it

to be delivered differently for different scenarios

• Can be fed into RWD layouts• Print, apps and other materials can

leverage the same source of content storage

Dynamic Contextual Personalisation • Content is manipulated to suit the user context, optimising for both consumers’ goals and the device

Source: Content Marketing Institute 2014

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72% of all internet users are active on SM

89% aged between 18-29 use it72% aged between 30-49 use it60% aged between 50-60 use it43% aged 65+ use it

71% of users access SM from a mobile device

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