Digital Engagement comes from the balance between technology and creativity. The future of digital marketing is outlined by the Navada Group where strategy, content and digital applications merge to deliver brilliant user experiences driving community, commerce, content. @navadagroup
3. Drawing the battle lines
War between Science & Art
Technology is not necessarily linear
The return of ‘narrative’ bodes well for all
Let’s see where we came from, where we are
and where we’re about to be
www.navadagroup.com
5. The Fractured Landscape
Living in fractured digital landscape.
Some brilliant technology some brilliant creative
Information – transactions – experience
We exist on desktop, laptop, mobile, tablet, TV and second screen…
The world is ‘social’
But there are disconnects everywhere
www.navadagroup.com
8. New Boundaries
Owners of the world’s information
Data is gold, data capture is the game
We can play but not on our terms.
We do have room to succeed
Open source, Cloud, Bandwidth Collaborative thinking
A realisation at most levels that change is necessary
Headed into world of potential technical and creative parity
www.navadagroup.com
10. Our role from 2014
We are now ‘hybrid’ (creative & technical and commercial)
There is an understanding that consumers are in control
Clever strategies/Content/Platforms
Utility is winning the battle over ‘cool tools’
Mobile Apps are particularly special at this, in-hand value proposition.
Is the dynamic shifting?
www.navadagroup.com
11. Science & Art Parity
http://youtu.be/VH2rm9Rrgd8
www.navadagroup.com
14. Science & Art Parity
Apple success? Cool science but arguably better art.
Have we reached the balance between creative & technology?
The re-emergence of narrative powered by technology:
Content as king (again)
Relevance
Personalisation
Engagement
Utility
www.navadagroup.com
15. Science & Art Parity
Content as king (again)
UGC
Interactive
Mobile
Reusable
Curated
Live
Multi-platform
www.navadagroup.com
16. Science & Art Parity
Content as king (again)
www.navadagroup.com
17. Science & Art Parity
Content as king (again)
www.navadagroup.com
18. Science & Art Parity
Relevance
Boutique break-out platforms
Geo location apps
Real time relevance - SOLOMO
www.navadagroup.com
21. Science & Art Parity
Personalisation
Social gives people a voice/platform
SOLOMO gives people a real time connection
Brands engagement is shaped by people
Self-publishing, self-motivated
Clear beneficiaries
www.navadagroup.com
30. Science & Art Parity
Utility
Being useful
Clear Value.
Frictionless user-experiences
Integrated & seamless
Building complexity, building usefulness, building brands of the future
REMOVING THE TECHNOLOGY –REMOVING THE JARGON
www.navadagroup.com
34. Threats to parity
Threats to parity
Too much ‘noise’
Mediocrity/standards
White label laziness
Data/Power
Poor narrative
Go tell your stories powered by technology
www.navadagroup.com