Post on 30-Jun-2015
description
World 5.0 The Tsunami of Total
Connectivity
Dietmar DahmenInnovation Consultant
Creative Visionary
Mobile Horizons Istanbul This presentation was made on June 4, 2013 at the Mobile Horizons Istanbul conference. To learn more about this unique thought-leadership forum, please visit the website at www.mobile-horizons.com or facebook at www.facebook.com/mobilehorizons.
(note: this is a summary of Dietmar’s presentation.
Please view in Portrait mode)
Dietmar Dahmen for
Mobile Horizons,
Istanbul, June 2013
Over 20 years of advertising in Hamburg, Los Angeles, Munich, New York, Vienna, Berlin.Dietmar Dahmen started out as a strategic planner, and later moved on to become a highly decorated creative. He was Creative Director with DDB, Executive Creative Director with Ogilvy, Chief Creative Officer and Managing Director with BBDO. As one of europes top experts on digital branding, marketing and communication, today dietmar is a trainer , coach and consultant for change, future success and digital, visionary marketing. He is co-founder of the eco e-community Earthback and is currently looking for the second investment of his second start up - A RADICALLY NEW ADVERTISING Platform ready to go online in late Summer 2013: - totalLy individualized- totalLy transpartent- totalLy local- totalLY now- totalLy relevant- toTALLY CONNECTED
Dietmar also teaches at various universities, including the Film-
Academy Ludwigsburg (winning 14 times gold with his students
at YDA, Cannes) and EDCOM, the educational arm of the
European Association of Communications Agencies.
He is a sought after speaker and gives talks and workshops
from Silicon Valley to Moscow, from London to Los Angeles.
He is a member of both the Creative Club, Austria and the Art
Directors Club, Germany.
The digital DAys conference was up and running. I only had 18 Minutes. There was no time to waste...
… I'm going to talk
about the Tsnami of total
connectivity. the Invention of
the printing press enabled us to
have mass media. It created mass
markets. And marketing - and
especially advertising - had to
deliver clear, single-minded messages
that the mass market could
understand , remember and act on. This
time is now ending. we reached total
connectivity. We have over 6 Billion
mobile phones….over 1 Billion
smart phones. this makes markets
and marketing local, real time,
individual!
Hi, my name is Dietmar
DAhmen and today, here in Istanbul...
1
We reached 1 Billion phones in
just 6 Years.Everything gets new
faster… but that means that everything gets
old faster.
The only way to avoid death from old
age, is to udate, innovate, keep delivering a
new now!We all operate in the now.
There is even a name for this Trend: NOW-ISM.
Now-ISM is emotional...
2
In the world of Emotions a late
response is no response. Your brand has to act and
re-act in Real time!
Now-ism is also trusted. If the Official
report card says that you have a bad grade in math…but an un-official source claims
that you are much better NOW we tend to trust the newer
information…even if the source is iffy.
3
Time sensitive adds are 500% more effective than
permanently reduced offers.
Every moment of
truth is now.
Now is local.
Now-ism is
addictive. our
mobile phones are constantly naGging us to check
what might be happening
NOW. we have a fear of missing
out.
25% of all online
searches are local! In your area…
and even in store.
This changes the way we work. work used to be a lifetime position with one single employer. in 2020 about 40% of the U.S. workforce
will be freelancers.
now-ism changes the way
we shop. e-commerce is still
booming. in Austria we had 28% growth in 2012. Why? because
getting stuff online is super easy: You Don't
even have to get up from the Sofa. i call this
digital laziness or LOW ACCESS COST! Make
sure your website is Ultra easy to use! Responsive design
is a must.
4
5
It is not enough for
technology to be
better. It has to be
simpler as well.
This handout is a reminder of my
talk! If you did not attend the talk it might be difficult to unterstand. If so, just ask me:
dd@dietmardahmen.com
6
Does this make us crazy? On the contrary:
Norwegian airlines have free wireless in the planes. In Riga all Taxis offer free
wireless.We are online in trains, in cars
on the ocean.
Now-ism changes the way
we life. We even have a new target group: generation
connected!Generation connected is online for nearly 23h a day. Being Online is the
new normal! Being offline is the total exception. An active choice to pull the plug
for a short time.
Research done by Viacom:
7
coca Cola has over 500 brands, with over 1800 products and operates in Over 200 markets.
old Brands could grow horizontally. More products. More markets.
generation connected
changes Brands,
Markets and marketing.
The Problem: Most bRands are just a commodity. Coke has one MEGA brand (coke) maybe 10 good BRAND (Fanta, Sprite etc.), But never 500!!!
If you want to stick out, you have to grow not just horizontally!
8
new Brands grow functionally. The brand becomes an operating system!
1 coke+ 1 Fanta+ 1 Sprite= 3 drinks
GenEration connected also
changes markets. The
market used to be audience oriented:
9
Today the market is individual oriented.
we used to go for high reach - low
relevance. Today we go for low
reach - high relevance.
Old marketing was one big single-mindeD
message.
new marketing evolved. It got smaller, grew wings,
and we now have millions of individualized messages.
10
Generation connected Changes
marketing! G.C. killed the CON-SUMER. REMEMBER: CON…is the OPPOSITE! The CON-sumer does
the Opposite of what the brand does.
We now have a PRO-SUMER. The Pro-sumer does what the brand does…BUt even more effective.
Pro-sumers LOVE
connectivity. Between them and the brand,
between dEvices, within devices. Connectivty is a
discriminating Advantage
11
you can go the entire customer journey without ever leaving your device.
Now we want connectivity without devices.
12
13
We want connectivity of things. Cars are connected..homes are connected. By 2020 50 Billion
Objects will be online. The fight of the operating system of you
home, of your life is in progress.
But connecting to dead Objects is not enough: we now want to connect to everything..including our pets..and even our selves.
We are hardwired for connectivity. We are hardwired against silo solutions.
Even our sences are not Silos…but connected!
BA BA
FA FA
If you are connected you will win. Connectivity is a discriminating advantage.
Remember the example with the Hospitals and the pre-
mature born babies. If you can connect to your baby
via camera and iPad you will choose this hospital. Also
smart product are defined by connectivty
14
CONTACT:www.dietmardahmen.com
or dd@dietmardahmen.com
15
Smart cars connect with everything
Smart Bikes connect with your calender, the weather, your alarm... Connecting data to
help you make the best choise...
…just like a digital mother: connecting many different points to help you have a
great day!
All rights reserved : dietmar Dahmen 2013
Mobile devices create
connectity.
Connectiviy creates Progress. For
progress is not how smart you are…but how
connected you are.