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WE ARE DIGITAL NATIVES
Definition : A digital native is a person who was born during or after the general introduction of digital technologies and through interacting with digital technology from an early age, has a greater understanding of its concepts.
- Born after 1980- Intuitive use of technology- Wired- Always on- Mobile - Impatient / instantaneous- Information satured- Multi-tasking
- Different from « Digital migrants »
« A digital migrant makes phone call to confirm that people received his email... »
What is a digital native typical day ?
Good use of the good tools
Introducing the touchpoints...
The is nore more differences between above and below the line.
All is now integrated.
A quick presentation of the tools
From «la réclame » ...
...to « advertising »
Buzz
http://www.youtube.com/watch?feature=player_detailpage&v=VO94Fuufehs
...and « Digital Advertising »
First internet banner : 1994
- QR CODES - AUGMENTED REALITY- GPS- FACE TRACKING- KINECT- FACEBOOK CONNECT- MOBILE APPLICATION- BRANDED GAMES- ARG (ALTERNATIVE REALITY GAME)- GAMIFICATION- PAY WITH A TWEET
SMART CASES
Unilever share happy
http://www.youtube.com/watch?v=QxMv9ZPiMyUWhy it is smart :miko -> share happy -> smile
Invisible car mercedes
http://www.youtube.com/watch?v=QxMv9ZPiMyUWhy it is smart :Hybrid car > no pollution -> is invisible for the environment
Homeplus subway shopping
http://www.youtube.com/watch?v=nJVoYsBym88Why it is smart :Solve problems for the customer
Amnesty « when nobody's watching »
Why it is smart :Represents litteraly the claim « when nobody is watching »
Reporters without borders « The voice »
http://www.youtube.com/watch?v=W9aIPzxXU7YWhy it is smart :Represents litteraly the lack of « freedom of speech »
Take this lollipops
http://www.youtube.com/watch?v=SnAxsXOcrkwWhy it is smart :It uses facebook connect to show personal informations and show how easily it can be hacked
Augmented Reality Cinema
http://www.youtube.com/watch?v=R6c1STmvNJcWhy it is smart :Not intrusive, use nostlagia
Two things to remind :
-You have to be aware on what happens on the digital world.Each tool that you will identify will be a new channel for you to create a campaign.
- Each time you use a technology, an internet tool or service to make a campaign it has to be linked to the product benefit that you have to promote. Because no client will give your company this big amount of money for fun, especially during this financial crisis they are waiting for ROI (Return On Investment).
