Why Your 5-Year-Old is More Digital Than Most CMOs - Sean Miller, R/GA and John Militello, Google

WHY YOUR 5-YEAR-OLDIS MORE DIGITAL

THAN MOST CMOs

Sean MillerGroup Planning Director

John MilitelloHead of Creative InnovationThe ZOO

Proprietary & Confidential. © 2012 R/GA All rights reserved

John Militello Sean Miller


DISCLAIMER


WHAT WE DID


SEXPOLITICSRELIGION


SEXPOLITICSRELIGION

KIDS & DIGITALProprietary & Confidential. © 2012 R/GA All rights reserved

AGENDA


Source: Rewired: Understanding the iGeneration and the Way They Learn

88 DaysProprietary & Confidential. © 2012 R/GA All rights reserved

Operate computer

Play computer game

Ride a bike

Write name

Make emergency call

Tie shoes

63%

58%

37%

20%

11%

52%

Source: AVGProprietary & Confidential. © 2012 R/GA All rights reserved

Source: AVG

“The average 11-year-old child has adult technology skills.”


Many are terrified.


“Random Acts of Marketing”

Source: CMO Council, 2011Proprietary & Confidential. © 2012 R/GA All rights reserved

The one group that’s certainly not terrified...


...is the kids


Why?


Unpreparedness

Impact

1

23

4

Data explosion

Social media

Growth of channel and device choices

Shifting consumer demographics

1

2

3

4

The four biggest challengesAre also the ones they feel least prepared for

Source: IBM CMO Study, 2011Proprietary & Confidential. © 2012 R/GA All rights reserved

Marketplace > Marketing


24

42

CMOs are sticking around longer

2011


Sugata Mitra’sHole in the wall


Platforms / ApplicationsCampaignsDigital AdvertisingRelationship MarketingWeb SitesE-commerceSystematic DesignData VisualizationBrand DevelopmentMobileConsultingMediaProduct InnovationSocialRetailLive Events

Departments Offerings

ACCOUNT / PRODUCTION

DIGITAL STUDIO

PLA

NN

ING

CO

NN

EC

TIO

NS

AN

ALY

TIC

S

INTE

RA

CTI

ON

DE

SIG

N

CO

PY

WR

ITIN

G

VIS

UA

L D

ES

IGN

TEC

HN

OLO

GY


LESSON

Fuel curiosity.


Marshmallow challenge


LESSON

Stop thinking, start doing.


LESSON 3

Ask a kid


KIDS ARE...collaborative

fearless

tinkerers

unfiltered


KIDS ARE... THE LESSONcollaborative

fearless

tinkerers

unfiltered

love the ones you’re with

fuel curiosity

stop thinking, start doing

ask a kid


WHAT’S HAPPENING HERE?



It’s NOT about being a kid.



It’s NOT about being a kid.

It’s about being a beginner, again.


Thank you


#kidCMOJohn Militello Sean Miller

@JohnMilitello @millerse1


Why Your 5-Year-Old is More Digital Than Most CMOs - Sean Miller, R/GA and John Militello, Google

Technology

Transcript of Why Your 5-Year-Old is More Digital Than Most CMOs - Sean Miller, R/GA and John Militello, Google