Why Creativity in Digital is More Important Than Ever - Mike Zeederberg

© 2013 Zuni | All Rights Reserved | Confidential

Why Creativity in Digital is More Important Than EverMike Zeederberg – Managing Director / Founder


Today• What is digital creativity

• Is digital creativity under threat

• What does the digital future hold

• The role of creativity for marketing in a digital future


Creativity in digital - origins

We sold it as • Cheaper • More measurable • Better ROI • Direct Response

The rotating logo

The Flash pre-loader

“Under Construction”

1994: wired.com then known as HotWired, invents the web banner ad.

http://wired.com


The threat of the science of digital marketing• Marketing automation • Funnel optimisation • Trigger events • Multi-variant testing • Econometric modeling • An ROI for everything and every action


Can the science work without the magic?

© Ashleigh Brilliant

“The difference between Science and Magic is that magicians usually know what they’re doing.”


Digital Creativity


Interruption EngagementMaking people watch things

Making things people watch

Making things people use

A spectrum of creative options


Making people watch things



The proposition for the audience

Tell me Entertain & inform me

Create value in my life

Interruption / exposure Engagement / utility





The approachInterruption / exposure Engagement / utility

• Humour • Amazement • Shock • Tenderness • Relatable

• Product attributes • Product benefits • Emotional connection

• Functional benefit • Problem solving





The currency of measurement & the price to be paid


• Viral Distribution • Reach • Total exposures

• Cut-through • Recall • Resonance • Awareness • Sales

• Volume of usage • Time with brand • Repeat visitation • Customer satisfaction • Life Time Value

REACH ENGAGEMENTENTERTAINMENTPAID OWNEDEARNED / OWNED





The complexity increases


Agencies, Communications creatives, Film makers, Directors, Copy writers

Digital designers, UX architects, Entrepreneurs, Product designers,

Content managers, Publishers, Business architects

Range of skill-sets required

Complexity

Campaign commitment





The challenges


• Structurally easy – business models well established

• The framework is dying • Fragmentation of audiences • Fragmentation of devices • Reduction in trust • Blindness to marketing messages • Short term

• Adoption of new business models into traditional businesses – new ROI models

• Competing with start-ups, entrepreneurial passion

• Organisational Drag – “it’s just marketing”

• Digital is not comms, it’s not IT, it’s the business

• Product is Service is Marketing • Long term





…but it’s worth it


Referral Advocacy

Connections Engagement

Life Time Value

Increase in


“The future is already here – it’s just not evenly distributed.”

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-William Gibson


The future of digital marketing is all about data

Available at

http://www.mimoco.com/mimobots/popular-culture/star-trek/data-mimobot/product-details/456.aspx

© 2011 Zuni | All Rights Reserved | Confidential© 2013 Zuni | All Rights Reserved | Confidential

The future of the internet is about engagement


engagement

data

Digital Health

Data

VisualisationPe

rson

alis

atio

n It’s

all a

bout

me

The Internet of thingsQuantified Self

It’s my data

and I’m using it

Value creation for the user

Utility

Involv

emen

tContent


Has Minority Report arrived?

personalisation


Extending personalisation

personalisation


Quantified Self – my data, my way

quantified self


The internet of things

internet of things


The marketing internet of things

internet of things

The VIP Fridge Magnet


Data visualisation

data visualisation


Data visualisation

data visualisation

Evian - Melotweet


engagement

data

Digital Health

Data

VisualisationPe

rson

alis

atio

n It’s

all a

bout

me


It’s my data

and I’m using it


Utility

Involv

emen

tContent


Value creation - content

content


Value creation - utility

utility


Value creation - involvement

involvement


Value creation - involvement

involvement

Reverse Robberies Case Study


engagement

data

Digital Health

Data

VisualisationPe

rson

alis

atio

n It’s

all a

bout

me


It’s my data

and I’m using it


Utility

Involv

emen

tContent


Interruption EngagementMaking people watch things



A spectrum of creative options


The future of digital is data


The future of digital creativity is about making data sexy


The future of digital creativity is about making data informative


The future of digital creativity is about making data simple


The future of digital creativity is about making data easy


The future of digital creativity is about making data entertaining


The future of digital creativity is about making data engaging


Thank You Mike Zeederberg Managing Director / Founder [email protected] @MikeZed

mailto:[email protected]


Image creditsImage Source Wikipedia http://en.wikipedia.org/wiki/File:William_Gibson_60th_birthday_portrait.jpg

Image Source DeviantArt http://bubbachrissy.deviantart.com/art/Nyan-Cat-Wallpaper-1440x900-205336128

Image Source mimoco.com http://www.mimoco.com/mimobots/popular-culture/star-trek/data-mimobot/product-details/456.aspx

http://en.wikipedia.org/wiki/File:William_Gibson_60th_birthday_portrait.jpg

http://bubbachrissy.deviantart.com/art/Nyan-Cat-Wallpaper-1440x900-205336128

http://mimoco.com

http://www.mimoco.com/mimobots/popular-culture/star-trek/data-mimobot/product-details/456.aspx

Why Creativity in Digital is More Important Than Ever - Mike Zeederberg

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