Creative writer!
zlaan_
nick_parish.pdf
WHAT’S CONTAGIOUS NOW?…
U M E M ! G R I Z Z L I E S !
WHAT’S CONTAGIOUS NOW?…
U M E M ! G R I Z Z L I E S !
OR…
OR… HOW THE ADVERTISING BUSINESS IS TRYING GET OUT OF THE ADVERTISING BUSINESS
Awkward biographical interlude /
An early warning system for the global communications industry /
CONTAGIOUS
Contagious helps brands and advertising agencies understand and adapt to shifts in marketing, consumer culture and technology
WHO WE WORK WITH
CONTAGIOUS MAGAZINE
CONTAGIOUS I/O
CONTAGIOUS INSIDER
OUR BRAND BELIEFS:
MARKETING LANGUAGE PLACES BARRIERS BETWEEN ‘US’ & ‘THEM’
CREATIVITY OR SCALE…
OR BOTH? In today’s fragmented
media landscape, the most creative work is that
which spreads.
7x ‘OVER THE 16 YEARS OF CAMPAIGNS EXAMINED IN THIS S T U DY, C R E AT I V E LY- A W A R D E D CAMPAIGNS WERE SEVEN TIMES MORE EFFICIENT THAN NON- A WARDE D ONE S .’
! / Institute of Practitioners of Advertising /
‘ L i n k B e t w e e n C r e a t i v i t y a n d E f f e c t i v e n e s s ’
AMERICA’S MOST POPULAR PAINTING. !
‘Brands should see themselves as
networks of the unacquainted…’
!
Grant McCracken / author and research affiliate / MIT
‘Brand image differences are not a big as we think they are. The result is that brands in
the real world - in people's minds - are fuzzy, not precise entities.’
!
Martin Weigel / head of planning / Wieden +Kennedy Amsterdam
‘You have part of my attention… You have the minimum amount.’
MEERKATTING / A NEW BEHAVIORAL PARADIGM /
1 . 6 B N V I E W S !
3 2 0 M A D S S E RV E D ( ~ 2 0 % ) !
AVE RAGE YOUT UBE CP M ( AS OF 2013, T R E N D I N G D OW N W A R D ) = $ 7 . 6 0 = $ 2 . 4 M !
L E S S YO U T U B E ’ S 4 5 % C U T !
E S T I M AT E D R E V E N U E = $ 1 . 1 M
S E RV I C E E VO LU T I O N
CO N T E X T UA L I N T E G R AT I O N
&
&
CONNECTED EXPERIENCES
1. SERVICE EVOLUTION BRANDS ARE USING EMOTION AND EMPATHY TO G A I N AC C E S S TO T H E I R C U S TO M E R S ' H O P E S A N D ANXIETIES AROUND THEIR PRODUCT E X P E R I E N C E , C R E AT I N G M E S S AG I N G A N D S E RV I C E S T H AT T R A N S C E N D T H E I D E A O F ADVERTISING AND USE ALL THE RESOURCES AT T H E I R D I S P O S A L TO C H A N G E T H E CONVERSATION.
‘Goods are platforms or appliances best viewed as distribution mechanisms for services’ !
Vargo & Lusch
SERVICES MANIFEST BRAND PROMISE
The Mr. Burns of brands.
‘Transferring money between accounts is the second most common use of mobile banking (42 percent of mobile
banking users).’ !
US Federal Reserve
BARCLAYS / P I N G I T /
‘80% of people that receive a
payment go on to register’
!
Darren Fould / customer experience
design director / Barclays
£70 average
transaction value
amount sent in the first 100 days
£10m of people
who receive a Pingit
payment go on to
register
80%
BARCLAYS / P I N G I T /
SERVICES ARE GREATER THAN ADVERTISING
!
The Secret to Getting Ahead in the 21st Century: !
‘Capitalizing on people doing what they want to do… rather than trying to get them to do what you want them to do.’ !
Glenn Reynolds / Instapundit
‘Once you have established a direct relationship with a consumer, you don’t need to
advertise to them.’ ! !
Stefan Olander / VP Digital Sport / Nike
The Age of Experience /
Commodities Goods Ser vices Experiences Transformations
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Pine%and%Gilmore
The Age of Experience /
Products Services
P RO D U C T S V S . S E RV I C E S /
DO VS. SAY
John Wilshire / Smithery
‘Now, the power shift is around consumers. We’ve gone from building brands, to creating consumer value on behalf of brands, which is a very significant shift.’ !
!
Linus Karlsson / McCann Worldgroup / CCO
Performance on end-to-end consumer journeys is circa 40% more strongly
correlated with customer satisfaction that performance on an individual touchpoint
(Harvard Business Review)
30-40%
20-30% Journey focus is ‘20% to 30% more strongly correlated with business outcomes, such as high revenue, repeat purchase, low customer
churn, and positive word of mouth’.
(Harvard Business Review)
MIT / A.G .N.E.S. /
CHEVROLET / RESCUE DRIVE /
N S / RE I S P LANNE R XT RA /
“We saw that our customers used whatever channel they saw fit, so we wanted to mimic their habits.” !
Ayse Demir Ozer / Digital Strategy, Experience Design & Communications Manager, Garanti
G A R A N T I / I GARANT I /
227% !
45% of mobile banking transactions in Turkey owned by Garanti
increase in mobile customers in last
12 months
2. CONTEXTUAL I N T E G R AT I O N
A NEW AGE OF INTEGRATION IS EMERGING , BASED ON AN I N D I V I D UA L’ S S P E C I F I C C O N T E X T. !
T I M E , LO C AT I O N A N D E V E N I N T E N T A R E N OW B E I N G CONSIDERED TO DELIVER HYPER-PERSONALIZED, P ROAC T I V E E XP E RI E NCE S .
How to design around people?
“A regular person can play the role of the father in the situation where his son is around, but when he’s at work he might not play that role. It’s all about context.” !
“We’re doing the exact same thing online. We’re acting a role based on who’s around.” !
Amber Case / Contagious issue 37
Towards contextual integration
• Time • Place • Platforms • Intent • Persona
A NEW AGE OF INTEGRATION
‘The future of advertising will be built around always-on strategies based on many
lightweight interactions over time.’
!
Paul Young / Facebook
H E L LY H A N S E N / F I R S T T R AC K S /
I PA N E M A / I PA N E M A M O D E /
F LO R A / H A N DY /
F LO R A / H A N DY /
FESTIVAL UTILITY
S O N Y / T H E G R E AT P H O N E S W A P /
MOLSON / PA S S P O RT F R I D G E /
VODAFONE I NDI A / K U M B H M E L A /
BE THERE AT THE MOMENTS OF INDECISION .
of#research#sessions#occurring#2+weeks#prior#to#conversion
BE THERE AT THE MOMENTS OF INDECISION .
of#research#sessions#occurring#2+weeks#prior#to#conversion
Once in-market, the percentage of shoppers who actually buy the the first
vehicle they researched (Google, Compete New Vehicle Study)
20%
S K Y / LI VE S P OT S /
BU RG E R K I N G / P E RS ONALI Z E D P RE -ROLL /
BU RG E R K I N G / P E RS ONALI Z E D P RE -ROLL /
E n g a g e m e n t > Re a ch
BU RG E R K I N G / WHOP P E R S E LLOUT /
30k Followers lost 5x Increase in engagement amongst the remaining 8,000 fans
BU RG E R K I N G / WHOP P E R S E LLOUT /
Relinquish some control of your narrative to your customers;
!
your biggest fans are your best salespeople.
N E E D L E / FA N - S O U RC I N G
N E E D L E / S K U L LC A N DY
‘We take the fans of a product or service and make them even more
excited. It's a virtuous cycle.’ !
Morgan Lynch / Founder / Needle
Conversion rate when a visitor engages in a chat with a Needler.
Typically, only 1-5% of traditional
e-commerce site visitors make a purchase
20-30%
TOYOTA / TRY MY HYBRID
TOYOTA / TRY MY HYBRID
1in 3
1.9m Views of the test drive videos
150k Unique visitors to the website Norwegians
‘remember the campaign’
3. CONNECTED EXPERIENCES BRANDS ARE USING EMOTION AND EMPATHY TO G A I N AC C E S S TO T H E I R C U S TO M E R S ' H O P E S A N D ANXIETIES AROUND THEIR PRODUCT E X P E R I E N C E , C R E AT I N G M E S S AG I N G A N D S E RV I C E S T H AT T R A N S C E N D T H E I D E A O F ADVERTISING AND USE ALL THE RESOURCES AT T H E I R D I S P O S A L TO C H A N G E T H E CONVERSATION.
Soarin’ Over California
MagicBand / Personalised Experience
Aireal / Free Air Haptics
Revel / Tactile Technology
Connected Experiences: Internet-enabled products designed to deliver multisensory experiences
The Age of Experience /
Commodities Goods Ser vices Experiences Transformations
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p ro
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“Creating experiences has become the most important medium for communicating with customers. People must feel it” !
Ivan Poupyrev, principal research scientist, Disney Research
50bn Predicted number of ‘Connected Objects’
by 2020, according to Cisco
No… not internet connected fridges, silly
The Ultimate Push Notification
The Ultimate Push Notification: Connecting People to Events
Digital Sensation: Connecting People to Each Other
1,200V
1,200V
4m
20,000 EVERY MAJOR NEWSPAPER
Media Impressions Blog Posts
Tweets
4,000
GS&P / Touch Rooms
Product-Centric Experiences
VIDZ
“We need to start thinking about the experience of things, more than the things by themselves.” Roberto Tagliabue, Jawbone
Product-Centric Experiences
“Brands need to be thinking about this post-screen world because if you want your brand elevated above the competition, this is where millennials are going. !
This is the future of experience.” !
Ray Velez, global chief technology officer / Razorfish
Good Night Lamps
Philips Hue & IFTTT
Philips: Connected Lighting
Amplifying Live Experiences
Dan Deacon / Live App
‘A multisensory immersive audience participation experience’
Dan Deacon / Live App
T
Simple Immediacy !
‘Theoretically it’s two clicks, one to download the app and one to open it. We wanted it to be as simple as possible because these people are drunk and it’s the middle of the night’
!
Keith Lea, app developer
Amplifying Live Experiences / BLE Beacons
Amplifying Live Experiences
So, what do we know about Connected Experiences moving forward?
TANGIBLE MEDIA Haptic technology means brands can make digital communications tactile, heightening experiences.
Technology is cheap and small enough to think about designing the experience into the product itself.
PRODUCT EXPERIENCES
ENHANCED EXPERIENCES Smart objects mean brands can enhance and intensify live events experienced remotely.
FROM STORYTELLERS TO EXPERIENCE CONVEYORS
HOW IT ALL CONNECTS UP
‘WE ARE S P Y I N G O N YO U ’
‘WE ARE S P Y I N G O N YOU’
CREATING A P E R S O NA L I Z E D
E X P E R I E N C E
F O R
of women would willingly share their mobile phone location with a
retailer in return for a $5 credit Research Now
47%
83% would do so for a $25 credit
IT’S THE HEURISTICS,
STUPID.
LACETERA, POPE & SYDNOR / HEURISTIC THINKING AND LIMITED ATTENTION IN THE CAR MARKET /
LACETERA, POPE & SYDNOR / HEURISTIC THINKING AND LIMITED ATTENTION IN THE CAR MARKET /
pricing gap in the
market.
$2.4bn
‘Real Marketing cannot be thought of as a department activity. It is a matter of harnessing all of the company’s resources to satisfy customers, and of linking what the customer wants, with what the company is (or can become).’
!
Stephen King / Has Marketing Failed, or was it Never Really Tried?
‘Optimizing a single customer journey is tactical; !
Shifting organizational processes, culture, and mind sets to a journey orientation is strategic and operational.’ !
Harvard Business Review /
Design around people,
not platforms
Foster lasting connections
With great data comes great responsibility
