This presentation looks at the future of, and trend within the digital enviroment. It offers detailed explanations of new media and technology, providing examples of campaigns deploying cohesive and creative creative digital marketing strategy

2. Future of Digital
1.Digital Overview
2.Means of Attraction
3.Digital Trends
4.Conclusion

3. Digital Overview

4. Source:: World Internet Stats [online] Sept 2009
82.5% of the UK population is online, a 234% growth 2000-10
82.5 % 234.0 %

5. 18.7% 10.1% 11.7% 14.8%
UK Media Consumption

6. 18.7% 10.1% 11.7% 14.8%
18.2% 9.2%
UK Media Consumption

7. Digital socialisation is entrenched into modern culture

8. Think about how it is ingrained in our daily lives...
Communicate
Entertain ourselves
Purchase items and services
How we seek information

9. UK internet hour
 1 in 4.5 UK minutes online are accounted for by Social Networks & Blogs.
 In the last 3yrs email & Online Gaming has leapfrogged Instant Messaging
Source: UKOM 2010

10. Social Media is now a mature market

11. Source: Participatory Marketing Network, May 09
96% of Gen Y have social media profiles

12. Source: Socionomics [Online} 2009
Gen Y now outnumber baby boomers

13. Source: Nielsen Wire June 2010
And its not just our youth who are digital savvy....
1 in 4 Brits on the net are 50-64 yrs

14. The digital environment now exists beyond conventional touch points

15. Think beyond traditional

16. Means of attraction

17. Paid search
Online
advertising
Social Media
Mobile
No SEO strategy
Poor usability
Bad eCRM
Beware of Leaky Bucket

18. Website
Search & Affiliate
blogging
Content
Online Media
Social
Networking
mobile
More DR Focused
Standard Media
Home for conversion
Ways to be found
Means of Attraction

19. Website
Search & Affiliate
blogging
Content
Online Media
Social
Networking
mobile
More brand Focused
Rich Media
Means of Attraction
Home for conversion
Ways to be found

20. Brand Loyalty Digression

21. Digital Trends

22. Standard Media

23. Standard Media does not need to be ‘standard’

24. Have a fresh take on the basics

25. Sexy Search
Click image to view
Ann Summers recently run a campaign with the objective of building the brand online through
search. The result was an ingenious campaign that produced bang on brand copy at a fraction of
the cost by bidding on high-traffic, topical keywords and assigning a cheeky, on-brand search
result

26. Best in Class Website
Click image to view
Wonderwall is a Japanese interior design firm. Their site is an online portfolio portraying their “distinctly
unique design” that is “attentive to function”. True to this, the site reflects this philosophy with beautiful
design and yet easy navigation. Its draws a user into the playful presentation of content; complementing
brand aesthetics and balanced consumer information to drive interest.

27. Display Media
Pringles won a Gold Cyber Lion in Cannes Advertising Festival with these interactive banners that
elevate standard media with rich content. Targeting youth, “Can Hands” unveils a story as the user
clicks on each banner, unlocking surprises at every turn- depicting just how quirky, fun and
downright weird life with Pringles can be

28. Interactive eCRM
This interactive email is yet another Ann Summers feat illustrating standard media elevation through rich
content. The email was a valentines special mailer which enabled users to create a sexy personalised
valentines message for loved one, driving online sales by inviting users to give the sender personal info
needed for a gift purchase. Cleverly the email had data mechanics built in on numerous levels, gaining
information as specific as bra size. Interaction was driven through a topical and timely send-out in
conjunction to novel, humorous content to drive engagement
Click image to view

29. Rich Media

30. Trends
• Content
- Augmented Reality
- Branded Utility
- Social Collaborative Art
• Social Media
- Twitter
- Facebook
- You Tube
• Social Gaming
- Farmville
• Mobile
- Geo-location & Real-time
• Cross Media
- Digital Integration
- Digital Mapping

31. Content

32. Augmented Reality

33. Augmented Reality (AR): is a live direct or indirect manipulation of a physical
environment. Using AR, elements of the a real world environment can be
augmented in real-time, by superimposing virtual computer generated
sensory input such as sound or graphics. AR can enhance one’s current
perception of reality, reaching beyond the static graphics of television and
adjusting to the users every head, hand or eye movement.
*** Augmented reality has made a significant contribution in mobilising
e-commerce, overcoming online purchase barriers in visualisation and trial. AR
enables consumers to experience and play with a product prior to
committing to purchase
What is it?

34. Ray-Ban attempted to make the online sunglasses shopping experience a little easier with
their virtual Mirror. Using 3D Augmented technology, this nifty application allows you to try
on the goods without the need to be in the store.
Click image to view
Ray Ban Virtual Mirror

35. Click image to view
This is great example of the mergence of on and offline to create a seamlessly integrated campaign.
The objective was to drive online purchase through AR and enabling consumers to try before they
buy. Overcoming possible technological barriers, Tissot created a massive outdoor showroom to
showcase not only their product but how to use the technology to facilitate online purchase.
Tissot Augmented Outdoor Showroom

36. “It’s easier to be repeatedly
useful than repeatedly funny”
R. Sutherland
“It’s easier to be repeatedly
useful than repeatedly funny”
R. Sutherland
Branded UtilityBranded Utility

37. Branded utility is when the brand situates itself at the heart of an objects
usefulness. Branded Utility is often subtle branding and rather than
directly pushing brand or product aesthetics, creates cut through by
identifying closely with a related consumer need and adding extra
value by fulfilling it as a go-to resource.
What i s i t ?What is it?

38. Fiat’s ecoDrive is an ideal marriage of social and technology. Using a cool little USB gadget plugged into
your car, the ecoDrive will measure your driving performance. This can then be plugged into your
computer to download a performance report and shared or compared to friends and colleagues or kept
as personal target. EcoDrive ticks all the boxes, green, social and simple to use with real consumer
value.
Fiat ecoDrive
Click image to view

39. Simple but effective! There is nothing more frustrating than not being able to find an ATM
when you need one! Mastercard’s iPhone app is the pinnacle of branded utility –resolving
the problem of what can be a very frustrating daily activity with their ATM hunter.
MasterCard ATM Hunter

40. Social Collaborative Art

41. Social Collaboration: The internet has transformed how we socialise,
breaking down geographic boundaries and promoting information
sharing and individual expression. Stemming from this, there is a
growing trend for social collaborative projects that capture the
unique and moving ways the digital environment can be used to
unite people, passions and interests in collaborative works.
What is it?

42. Johnny Cash Project
The Johnny Cash invites fans to recreate every
single frame of the video using a fairly rudimentary
online painting tool
The Johnny Cash Project is a global collective art project. Working with a single image as a template
and using a custom drawing tool, you can create a unique and personal portrait of Johnny. Your
work will then be combined with art from participants around the world, and integrated into a
collective whole: a music video for "Ain’t No Grave"
Click image to view

43. You Tube Symphony Orchestra allows musicians worldwide to audition for an international
orchestra using the You Tube platform.
You Tube Symphony Orchestra
Click image to view

44. “Womanity” was a recent Thierry Muglar campaign. The website consisted of a mosaic of tiles,
each hosting a piece of contributed content expressing the creativity of women around the world i.e.
Poem, video, picture. Each piece of content was assigned a corresponding color by the contributor
which was used to form a “mood bar” seen at the top of the page. At the end of campaign the mood
indicator was used to determined the next product to be released by the brand - A scent titled
Womanity.
Thierry Muglar: Womanity
Click image to view

45. Social Media

46.  500m active user worldwide
 300,000 business have a presence Facebook
 #2 largest search engine in the world
 13hrs of video uploaded every minute
 100,000,000 videos viewed per day
 75, 000, 000m+ user
 Over 50m tweets daily
Just how big is social media

47. Social Media is now apart of dominate modern
culture, forming the foundations of a mainstream
communication currency.

48. Tippex have created this clever and fun interactive play that enables people to type their own
action into the tippexed space to determine the end of the Hunter and Bear tale. This is
great campaign supported by strong content that can absorb you in many hours of fun
Tippex turns spectators into participants
Click image to view

49. Diesel brought the on an offline worlds a little closer with an interactive in-store installation
in Spain. Consumers were able to take & then publish pictures directly to their own
Facebook account, using Facebook Connect in-store to log in safely.
Diesel's Facebook Change-room
Click image to view

50. The American fashion label incorporated Twitter into an innovative marketing
campaign in order to offer special deals to customers. For every tweet about one of
their products, the price of the item would be reduced for all potential buyers. The
extensive social media activity by users succeeded in securing discounts of up to
60%.
Price Cutting Tweets

51. Social Gaming

52. Stemming from the social media craze- “Social games” are web-based games
like Mafia Wars and FarmVille played on social networks like Facebook, not
Xbox 360 action games which remains dominated by young males.
Interestingly however, a recent a recent survey of those who play online
social games found that the average social gamer is a 43-year-old woman.
In fact it showed 55% of social gamers are female and 45% are male.
Facebook was noted as the most popular destination for online games, with
83% of respondents saying they have played games there. So why is this
such an up and coming trend? One hundred million people are playing
these games and about $1 billion in revenue is expected this year alone
Mashable: Social Media Survey 02/17/2010
What is it?

53. FarmVille has 80 million+ active users

54. That’s more active users than

55. Do you consider FarmVille a viable
social platform?

56. Green Giant On FarmVille
In the US, Farmville teamed up with Green Giant to put Farmville Cash coupon stickers with ‘5 free farm
cash’ on select Green Giant products. In the 6wk pilot for the promotion, more than 100,000 in virtual
Farm Cash was redeemed using the stickers, which appeared on 25 different Green Giant produce
items

57. McDonald’s created a branded farm on Farmville and in a special one day event and become a
“Neighbour Farm” to every Farmville player in the world. Players were able to work on the McDonald’s
Farm were rewarded with all sorts of virtual McCafe items that enabled them to grow their own farms
twice as fast! This was an ingenious campaign for McDonald’s who gained both instant exposure and
potential brand interaction to Farmville’s 80m+ active global players around.
McDonalds ‘Neighbour Farm’

58. Chromaroma is a game depicting your travel movements by capturing Oyster Card data as you
swipe in and out of the Tube. It aims to connects communities of people who cross paths and routes
on a regular basis, encouraging people to explore alternative journeys and highlighting common
points for people to socialise, whilst potentially also minimising travel stress. Chromaroma illustrates
just how mainstream and useful social gaming techniques have and can become.
Chromaroma
Click image to view

59. Mobile

60. 45 Million UK
Mobile Users aged
18years +
91% mobile users
go online to
socialise compared
to 79% of traditional
desktop users
Dec 2009 GSMA Mobile Media & IAB Oct 2010

61. Geo-location

62. Location based services utilise Global positioning systems (GPS) to associate
a users position with their activities and interests to enrich the social
networking experience
User submitted location data enables social networks to connect & coordinate
a users with their locales, offering explanation, analysis & detailed
commentary through a combination of multimedia content.
With the growth of mobile and social media and demand for real-time
information, Geo-location social apps are making their mark; the most
prominent being Foursquare, Gowalla and Facebook Places which have
stirred much media hype this year.
What is it?

63. Facebook Places broadcasts a location check-in to a user news feed, users can view
friends and events nearby or review/recommend place. Centric to the concept is to enhance
the social experience by utilising location to merge on and offline. Unlike it’s main rivals
Gowalla and Foursquare, Places misses a gaming element. In saying this, it has partnered
with other geo-location companies, including Gowalla, Foursquare, InCrowd and Yelp to
help integrate it’s services. Recently added was a function to find local deals, expanding the
platforms marketing potential. Although there are no published numbers for usage, with
Facebook’s 500+ active million users the potential for Places is evidently vast.
Facebook Places

64. Foursquare has two primary functions. Firstly, a social component for sharing your location
with friends, figuring out where they are or making a recommendation. Second is a gaming
element centred around the collection of points, prize "badges," and eventually coupons.
In October 2010 Foursquare signed up its 4 millionth member and to date has generated much
interest as an extended social media strand, enabling brands to directly reward loyalty.
Foursquare

65. Although Gowalla has been in the spotlight as a LBS contender, outside the US Gowalla
holds little pull as a marketing platform with a base of approx 450,000 global
members. Similar to Foursquare, Gowalla works on a gaming premise that rewards
users with badges and points for check-ins. Although you are able to connect with
friends, Gowalla has a more individual focus than Foursquare.
Gowalla

66. Jimmy Choo teamed up with Foursquare for a trainer treasure hunt around London (Catch-a
Choo). Participants were lead through a series of suitably fashionable London check-in points on
Foursquare and location details were simultaneously posted on twitter and Facebook. Ultimately
the objective was to arrive at the final destination and catch a pair of swanky trainers before they
left. Click here for more details.

67. Chicago tourism came up an engaging idea using a social media play on nostalgia to drive interest
in the city. Using foursquare, visitors were encouraged to explore Chicago the way Ferris Bueller did
in John Hughes classic; Ferris Buellers Day Off. Supported by ‘The Explore Chicago Giveaway’ (a
free trip for two out-of towners) on Foursquare’s Facebook page, users were invited to post a
comment detailing the scene they would like to recreate from the movie.

68. This mini cooper campaign is a brilliant game of catch. Using a mobile geo-location app users must
track and catch a mini and then keep there distance from other users for 7days in order to win the
mini as a prize. This is an innovative example of brands thinking beyond the limitations that existing
Geo-location apps may offer, building their own platform to meet their specific needs
Click image to view

69. Digital Cross Channel

70. Digital Integration: Achieving cut through in a saturated market is
increasingly reliant on engaging consumers through experience.
Brands are exploring new ways to push the boundaries of
technology and extend reach beyond conventional static
platforms. Digital integration is a cross channel application of
digital technology, creating new and exciting environments for
consumers to interact with brands

71. Toyota Auris used 3D light projection in a recent campaign to illustrate the cars recycled energy. The
idea entailed parking the car in a normal, everyday location and using projection mapping showcase the
Hybrid technology. To people walking past on the night the car appeared to come alive, the bodywork of
the car peeling back to reveal a glowing blue light to symbolize the car's recycled energy. The blue light
then escaped from the car ‘energising’ objects in the surrounding environment - before going back into
the car to demonstrate how the Auris Hybrid gets its energy back.

72. I am a big fan of light projections so I may come across a little enthusiastic but this 3D light
projection from Samsung is magic! It perfectly captured the technical craftsmanship of their
product, stopping people in the street & obtaining a wealth of earned off and online media
Click image to view

73. Join the Hilfiger Hall of Fame in Dublin by adding your pictures to an interactive wall! The store
features a unique through-window touch screen, providing an interface for shoppers to capture, stylise
and submit their image even outside of business hours. At the end of the campaign, customers can
return to the store and have their own T-shirt specially printed using the image they created as the
design.

74. Conclusion
 Digital is ingrained in modern culture & a prime facet of mainstream communication.
 Don’t be blinded by sexy technology and remember the basics
 Standard Media doesn’t need to be standard, elevate it through rich content
 Think social! Earned media is the most powerful
 Engage, Interact, Entertain and don’t forget to Listen and Learn
 Creativity is key, a good idea that is well executed will carry further than expensive
glossy production
 Digital now exist beyond conventional Touch points- New technologies are merging
the virtual and real-world.
 REMEMBER the strongest campaign is a fully integrated one. Digital should not be
an afterthought. It needs to be included in primary creative planning.

75. Thank You
Liz Ryan: l.ryan@skive.co.uk
Digital Planner
Skive Creative