Digital Trends for 2014

Digital TrendsDigital Marketing First, #dmf13

My personal opinion...

Listen carefully.

Listen carefully.

Personal opinion.

1. Digital rules

A quiet revolution.

‣ communications

‣ media

‣ technology

‣ ...

Massive shift from analog to digital

‣ communications (chat, mail, skype, blog, twitter)

‣ media (music, video, news)

‣ technology

‣ ...

Massive shift from analog to digital

When you say ‘camera’...

... do you think ‘analog’ or ‘digital’ ?

Buttons evolve from ‘physical’

Buttons evolve from ‘physical’ to ‘digital’.

Our cars will be next.

Even the washing machines get touchscreens.

Smartphone controlled toilet.

Of course, you can push this too far...

If everything becomes digital, and every device gets a digital interface:

UX design will become an even more important skill.

UX Design

2. The disappearance of the button

“Every new technology starts by copying the old technology.”

First tv-shows were theatre plays with a camera pointed at them.

Until this.

At first, we need the language of the old technology to understand the new technology.

We create metaphors.

- desktop- folders- files- trash- ...

Until this.

Why is the iPad ‘intuitive’?

locus of control

locus of attention

‘What we do’ and ‘what we see’ is in 2 different places.

The metaphor of ‘mouse + pointer’ creates small brain friction.

We need ‘brain CPU’ just to work with a desktop.

locus of control

locus of attention

Tablets with touchscreens remove the metaphor.

They remove the ‘brain friction’, and thus feel more intuitive.

UX design is coming of age.

It is finding its own language. It is removing the metaphors.

‣ physical buttons -> digital buttons

‣ 3d-effects, bevels, drop shadows

‣ skeuomorphism

Step 1: copy

Copy physical buttons to digital buttons.

‣ metro style

‣ Pinterest

‣ ...

Step 2: the visual web

Buttons are being replaced by gestures.

Step 3: gestures

Step 3: gestures

Boldly going where no man has gone before?

Step 4: what’s next?

Moving into science-fiction teritory now...

“The action is the button.”

Wii

Light switch

Bump

Moves app

Parrot headphones

Google Glass

Memoto

Leapmotion

Myo

Muse headband

‣ geofences

‣ Kinect

‣ GPS

‣ ...

“The action is the button”

Moving away from the metaphor.

450 “horsepower”

3. We love hardware

‣ everything becomes digital

‣ nostalgia for physical things

Countermovement

‣ past: features are irrelevant, it’s about design

‣ now: design is not important, it’s about features

We love hardware

4. Sea of data

‣ every channel is digital

‣ every action is digital

‣ everything is recorded

Data deluge

Lapka, personal environment monitor

Lenses with projection.

Camera reads emotion.

‣ marketeers have ample data

‣ shift from ‘craft’ to ‘data-driven’

‣ no more ‘gut feelings’

Data everywhere

5. Data at hand

‣ from map to GPS

‣ will be the way of all data

‣ persons, prices, brands, reviews...

Consumers will have all data

Camera reads emotion.

‣ sales used to be: imbalance in information

‣ customers will be smarter than sales...

‣ what is the role of sales (and marketing)?

Impact on sales

6. Peer 2 peer

‣ outsource marketing?

‣ outsource sales?

‣ outsource production?

‣ outsource customer service?

‣ outsource product development?

If customers are smarter...

Peer 2 Peer everything...

7. Real time marketing

‣ no more campaigning

‣ ‘real time’ marketing

‣ drip marketing

If customers have all data at hand...

Expect:

more profound change.

Not just a faster horse...

‣ not just extra channels

‣ not just ‘better marketing’

‣ profound societal changes

Profound changes

Be prepared to flip your value chain.

Think digital.

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