7. OUR AGENDA
The digital time shift…
A. Introduction: the Samoan time travel
B. Fertile ground
C. Supernow: an attempt of a defintion
And its consequences for brands
A. Five principles
B. Marketing Trends: ATAWAD and FOMO
C. Next big thing : Pre-cognitive marketing
PART I.
SUPERNOW
PART II.
HYPERLOCAL
The rise of the Hyperlocal
A. Introduction
B. Fertile ground
C. Hyperlocal: an attempt of a definition
And its consequences for brands
A. Five principles
B. Marketing Trends : GEOFANCING and SoLoMo
C. Next big thing :
8. WHY ARE THESE NEW RULES IMPORTANT ? BECAUSE THE DIGITAL
TURNS US : FROM A FRAMED WORLD TO A FLOWING WORLD
BUT FIRST, AN
INTRODUCTION
9. The web is dead : rise
of the apps, Internet in
TV, connected shops’
windows. Even the
screen is dead, all the
objects can be digital
interfaces.
DIGITAL IS NOT THE WEB ANYMORE
10. DIGITAL IS NOT A DEVICE ANYMORE
The medium is
dead, what counts now
is the circulation of
data. The software and
the idea of file
« ownership » is dead :
RSS, Spotify-
like, Google
Chromebook etc.
11. HUMAN CROSSES DIGITAL
Technology and human
beings have met and
merged. The body is an
interface and the
machines are more
human.
12. A NEW PARADIGM FOR BRANDS
Reality
Augmented reality
Augmented virtuality
Virtuality
The first digital model
for brands was
centered around the
retail, dividing the
world between stores
and eshops, the brick
and the mortar. But
today, 2 more levels
co-exist and interact
between them.
13. A NEW PARADIGM FOR BRANDS
Reality Augmented reality
Augmented virtualityVirtuality
14. BOUNDARIES DON’T EXIST ANYMORE
We are now looking for
seamless experiences.
It changes how we
perceive time and
space. And it changes
our behaviors and
expectations from
brands.
16. A DEFINITION OF TIME?
« What is time, then? If
no one asks me, I know
what it is. If I wish to
explain it to him who
asks, I do not know. »
Confessions, XI, 14.
17. THE TIME-JUMPING OF SAMOANS
IN SAMOA, NO
ONE WILL BE
BORN ON
DECEMBER
30, 2011, AND NO
ONE WILL DIE.
18. THE TIME-JUMPING OF SAMOANS
LIKE THE
SAMOAN
GOVERNMENT, DI
GITAL HAS
CREATED NEW
TIME LINES
22. A NEW TIME AND SPACE PERCEPTION
"New technologies have changed
our perception of time and
space, nothing less! They didn't
reduce the distances like did
donkeys or jet, they just erased
them."
Michel Serres on Space - Inria -
2007
23. THE VALUE OF TIME IN LIQUID MODERNITY
"In the era of hardware, of heavy
modernity, which in Max Weber’s
terms was also the era of
instrumental rationality, time was
the means which needed to be
husbanded and managed prudently
so that the return of value, which
were space, could be maximised; in
the era of software, of light
modernity, the effectiveness of time
as means of value-attainment tends
to approach infinity..."
Zygmunt Bauman - “Liquid
Modernity” - 2000
24. A SOCIETY OF SPEEDNESS
« Behind Google, there is the idea of
a constant change - almost in real
time - of the landscape. (…)
Everything is tied up in the
accelaration of instant, the
acceleration of real time, and not in
the accelaration of history anymore »
Paul Virilio, interview on Terra Nova
25. TO SUM UP
SPACE IS NO
MORE AN
ISSUE
TIME IS WHAT
MATTER
THE ACCELERATION
OF THE INSTANT
= WE LIVE IN THE REGN OF SUPERNOW, WHERE EVERY INSTANT COUNT.
SERRES BAUMAN VIRILIO
+ +
56. FERTILE GROUND
MORE THAN EVER, THE
MOBILITY IS A MAJOR
STAKE :
TRANSPORTS, TRAVELS
, PROFESSIONAL
INSTABILITY, ERA OF
MOBILE DEVICES.
57. SCARED AND TIRED OF
GLOBALIZATION, PEOP
LE ARE LOOKING FOR
MORE HUMAN
BUSINESS AND MORE
LOCAL RELATIONSHIPS.
THIS IS THE RETURN OF
THE VILLAGE
SOCIABILITY.
FERTILE GROUND
59. “We live in a world where there
is more and more
information, and less and less
meaning. Simulation is no
longer that of a territory, a
referential being or a
substance. It is the generation
by models of a real without
origin or reality: a hyperreal...”
THE ERA OF HYPERREALITY
Jean Baudrillard in
Simulacra and Simulations
60. "The Main Street facades are
presented to us as toy houses and
invite us to enter them, but their
interior is always a disguised
supermarket, where you buy
obsessively, believing that you are
still playing. An allegory of the
consumer society, a place of absolute
iconism, Disneyland is also as place of
total passivity. Its visitors must agree
to behave like robots."
Umberto Eco about DisneyLand
in The Age of Simulation
THE ICONISM MORE IMPORTANT THAN THE REALITY
61. "Stop saying that new technologies
have reduced the distances, it is stupid.
New technologies moved us from an
euclydian space to a new space, from a
carthesian space to a new space not
located, that can't be located, a
topological space, a space without
distance, where distance should be
redefined, where distance shoud be
reconsidered from a primary topology.
We have moved to a new space."
Michel Serres on Space - Inria - 2007
INTRODUCTION
62. TO SUM UP
THE HYPERREALITY
KILLS THE TERRITORY
WE ARE SPECTATORS
OF THIS FAKE LAYER
= WE LIVE IN THE REIGN OF AN AUGMENTED SPACE,
THE HYPERLOCAL, WHERE VIRTUALITY COUNTS.
BAUDRILLARD ECO
+
IT’S NOT ABOUT DISTANCES
BUT NEW SPACES
SERRES
+
70. 70
“What’s taking preference now is to try to get as ubiquitous as
possible. Program and design from the mobile standpoint
first, then extrapolate what could be applied for the
PC, television and print experience.”
Michael Bayle, SVP ESPN
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