why creativity in digital is more important than ever - mike zeederberg
DESCRIPTION
This was a presentation Mike Zeederberg initially did for - Future of Digital Marketing (FODM) in Malaysia '13 all about why creativity in digital is becoming increasingly important.TRANSCRIPT
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Why Creativity in Digital is More Important Than EverMike Zeederberg – Managing Director / Founder
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Today• What is digital creativity
• Is digital creativity under threat
• What does the digital future hold
• The role of creativity for marketing in a digital future
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Creativity in digital - origins
We sold it as • Cheaper • More measurable • Better ROI • Direct Response
The rotating logo
The Flash pre-loader
“Under Construction”
1994: wired.com then known as HotWired, invents the web banner ad.
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The threat of the science of digital marketing• Marketing automation • Funnel optimisation • Trigger events • Multi-variant testing • Econometric modeling • An ROI for everything and every action
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Can the science work without the magic?
© Ashleigh Brilliant
“The difference between Science and Magic is that magicians usually know what they’re doing.”
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Digital Creativity
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Interruption EngagementMaking people watch things
Making things people watch
Making things people use
A spectrum of creative options
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Making people watch things
Making things people watch
Making things people use
The proposition for the audience
Tell me Entertain & inform me
Create value in my life
Interruption / exposure Engagement / utility
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Making people watch things
Making things people watch
Making things people use
The approachInterruption / exposure Engagement / utility
• Humour • Amazement • Shock • Tenderness • Relatable
• Product attributes • Product benefits • Emotional connection
• Functional benefit • Problem solving
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Making people watch things
Making things people watch
Making things people use
The currency of measurement & the price to be paid
Interruption / exposure Engagement / utility
• Viral Distribution • Reach • Total exposures
• Cut-through • Recall • Resonance • Awareness • Sales
• Volume of usage • Time with brand • Repeat visitation • Customer satisfaction • Life Time Value
REACH ENGAGEMENTENTERTAINMENTPAID OWNEDEARNED / OWNED
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Making people watch things
Making things people watch
Making things people use
The complexity increases
Interruption / exposure Engagement / utility
Agencies, Communications creatives, Film makers, Directors, Copy writers
Digital designers, UX architects, Entrepreneurs, Product designers,
Content managers, Publishers, Business architects
Range of skill-sets required
Complexity
Campaign commitment
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Making people watch things
Making things people watch
Making things people use
The challenges
Interruption / exposure Engagement / utility
• Structurally easy – business models well established
• The framework is dying • Fragmentation of audiences • Fragmentation of devices • Reduction in trust • Blindness to marketing messages • Short term
• Adoption of new business models into traditional businesses – new ROI models
• Competing with start-ups, entrepreneurial passion
• Organisational Drag – “it’s just marketing”
• Digital is not comms, it’s not IT, it’s the business
• Product is Service is Marketing • Long term
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Making people watch things
Making things people watch
Making things people use
…but it’s worth it
Interruption / exposure Engagement / utility
Referral Advocacy
Connections Engagement
Life Time Value
Increase in
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“The future is already here – it’s just not evenly distributed.”
http
://en
.wiki
pedi
a.or
g/w
iki/
File:
Willi
am_G
ibso
n_60
th_b
irthd
ay_p
ortra
it.jp
g
-William Gibson
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The future of digital marketing is all about data
Available at
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The future of the internet is about engagement
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engagement
data
Digital Health
Data
VisualisationPe
rson
alis
atio
n It’s
all a
bout
me
The Internet of thingsQuantified Self
It’s my data
and I’m using it
Value creation for the user
Utility
Involv
emen
tContent
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Has Minority Report arrived?
personalisation
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Extending personalisation
personalisation
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Extending personalisation
personalisation
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Quantified Self – my data, my way
quantified self
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Quantified Self – my data, my way
quantified self
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The internet of things
internet of things
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The marketing internet of things
internet of things
The VIP Fridge Magnet
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Data visualisation
data visualisation
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Data visualisation
data visualisation
Evian - Melotweet
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engagement
data
Digital Health
Data
VisualisationPe
rson
alis
atio
n It’s
all a
bout
me
The Internet of thingsQuantified Self
It’s my data
and I’m using it
Value creation for the user
Utility
Involv
emen
tContent
![Page 29: Why Creativity in Digital is More Important Than Ever - Mike Zeederberg](https://reader035.vdocument.in/reader035/viewer/2022081403/554ccbbcb4c905a5208b4edc/html5/thumbnails/29.jpg)
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Value creation - content
content
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Value creation - utility
utility
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Value creation - involvement
involvement
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Value creation - involvement
involvement
Reverse Robberies Case Study
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engagement
data
Digital Health
Data
VisualisationPe
rson
alis
atio
n It’s
all a
bout
me
The Internet of thingsQuantified Self
It’s my data
and I’m using it
Value creation for the user
Utility
Involv
emen
tContent
![Page 34: Why Creativity in Digital is More Important Than Ever - Mike Zeederberg](https://reader035.vdocument.in/reader035/viewer/2022081403/554ccbbcb4c905a5208b4edc/html5/thumbnails/34.jpg)
© 2011 Zuni | All Rights Reserved | Confidential
Interruption EngagementMaking people watch things
Making things people watch
Making things people use
A spectrum of creative options
![Page 35: Why Creativity in Digital is More Important Than Ever - Mike Zeederberg](https://reader035.vdocument.in/reader035/viewer/2022081403/554ccbbcb4c905a5208b4edc/html5/thumbnails/35.jpg)
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The future of digital is data
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The future of digital creativity is about making data sexy
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The future of digital creativity is about making data informative
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The future of digital creativity is about making data simple
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The future of digital creativity is about making data easy
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The future of digital creativity is about making data entertaining
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The future of digital creativity is about making data engaging
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Thank You Mike Zeederberg Managing Director / Founder [email protected] @MikeZed
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Image creditsImage Source Wikipedia http://en.wikipedia.org/wiki/File:William_Gibson_60th_birthday_portrait.jpg
Image Source DeviantArt http://bubbachrissy.deviantart.com/art/Nyan-Cat-Wallpaper-1440x900-205336128
Image Source mimoco.com http://www.mimoco.com/mimobots/popular-culture/star-trek/data-mimobot/product-details/456.aspx