Advertising / Digital / Social

Technology / Innovation / Interactive

The Digital Consumer

6 years ago, Written by , Posted in Uncategorized

Things I learnt from Youngbloods/Amnesia Razorfish Digital Consumer talk – these are the words of Iain McDonald.

M. x

3D printer – layer by layer. Already we’re printing human organs. The first person in the world last year had a kidney printed and transplanted, already the future of medicine is rapidly changing.

(also – printable house, printed solar cells)

[youtube http://www.youtube.com/watch?v=9RMx31GnNXY]

Youngbloods are digital natives. We didnt know what life was like without the Internet, or growing up with it. YouTube video of the baby with an ipad, someone passes over a magazine and the baby tries to scroll it with their finger. We forget what life was like before.

[youtube http://www.youtube.com/watch?v=aXV-yaFmQNk]

Samsung smart window, smart TVs. Apple is rumoured to release a new TV this year. Samsung has some incredible things coming out within the next 12 months. TV is still a very important device – its going to evolve massively and it’s going to change all of our jobs very quickly over the next 3-4 years.

[youtube http://www.youtube.com/watch?v=6Cf7IL_eZ38]

The future of glass video. Made by a glass company, it’s not google and it’s not apple, we’re not just seeing the usual suspects looking at doing these things, it’s coming from a much wider more diverse group. 

Wooden mouse – worlds first mouse 1957. Has less of a role in our daily lives, moving towards gestures and touch. On its way out. 

Classifying change:

Change by exception. E.g. Problem with binge drinking so the government puts a tax on RDT’s (vodka cruisers etc) to stop people drinking so much. So find a one off rule to solve a particular problem.

Incremental change. Over the years you can see that processors get faster and faster and it doubles every 18 months in speed. We tend not to notice that so much. It’s much easier to deal with things that change slowly. 

Pendulum change. Things that go from black to white, liberal government to labour government. Drinking coke to drinking pepsi. Stoping doing one thing and starting doing another.

Paradigm change. Like climate change, you literally have to fundamentally rethink the problem and think outside the box. It’s that much of a paradigm to you, your business to everyone around you.

The funny thing with digital, is that it’s a little bit of all of these things, some things happen really quickly and other things take quite a while to get here. We can’t always predict what’s going to happen. That’s quite a business problem, if you think about all the businesses we have to work with, this is a real issue dealing with this change and knowing what part of change we are actually having to deal with.

Example, Google – you won’t know whats going to happen until it actually happens, 18 months ago google rolled out instant preview search, if you were Pepsi you were no longer optimizing on the word pepsi, you were optimizing on the letter P.

These changes happen really, really quickly and we have to deal with them as they happen. Just a week ago Google changed it’s whole algorithm on search. A lot of clients we had were first second and third ranked in search, suddenly found themselves on the second page. Suddenly weighted their search algorithm towards social very heavily. Search strategy that is social to make it all work.

Instant search preview, now the font must be big enough to read in the preview pane. 

Gaming surgeons are 27% faster and make 37% fewer mistakes. Ask your surgeon if he plays Call of Duty, probably going to get a better outcome!

Half of us use our smartphones when we’re in our bed, and a third of us use them when we’re on the toilet.

Dealing with change is tough for a lot of businesses. borders out of business, what went wrong for them? They made the fundamental mistake that so many business make – they took their old business and plonked it online thinking that the way people shop physically is going to be the way that people shop digitally. It’s a classic mistake – we behave very differently when we are in front of a screen. The persona that we use for advertising isn’t the same for behaviour that acts out when we are using a screen.

Photo taken at the movies recently, queue for the online purchase was longer than the hard copy ticket queue. A classic example of the consumer moving faster than the business itself. With NFC, we should be able to walk into the cinema, tap your phone and walk in. Businesses still need to get to that point where they’ve adopt these technologies to make it happen. 

New platforms and new consumers actually mean new business models. A better strategy is not to try and plan everything, analysis paralysis fear.

Fire before you do the aiming! Get out there and try things sooner. It’s very difficult for businesses to try to adapt to this. Mark Zuckerberg – “if we launch something on Facebook and it’s perfect, we’ve failed”

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