Date post: | 09-May-2015 |
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Marketing |
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SHIFTING THE MARKETING MINDSET
Thursday, March 27, 14
BRANDS STILL OPERATE IN A 2D MODEL
Thursday, March 27, 14
CONNECT
RESULT
FLAT EXPERIENCE
PERSUADE
TARGET
HOPE
AND WHILE THE 2D MODEL HAS ENABLED BRANDS TO MEASURE SUCCESS, IT’S LIMITED
TALK
Thursday, March 27, 14
THIS ISN’T HOW PEOPLE LIVE
THEY LIVE IN A 3D ENVIRONMENT
Thursday, March 27, 14
A 3D WORLD IS ONE IN WHICH THERE ARE INEXTRICABLE LINKS BETWEEN DESIGN, ENVIRONMENT, AND BEHAVIOR - BOTH
INDIVIDUALLY AND SOCIALLY
Thursday, March 27, 14
AS A RESULT: THE MOST SUBTLE CHANGES HAVE INFLUENCE IN HOW WE LIVE AND EXPERIENCE OUR ENVIRONMENT
Thursday, March 27, 14
Thursday, March 27, 14
SOME NOT SO SUBTLE
Thursday, March 27, 14
Thursday, March 27, 14
IS THE REAL WORLD (3D) SO DIFFERENT FROM THE DIGITAL WORLD?
Thursday, March 27, 14
LONDON INTERNET
Thursday, March 27, 14
THE ‘REAL WORLD’ HAS SPECIFIC FORM AND CONTENT, AS DOES DIGITAL
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AS WELL AS TOUCHPOINTS
Thursday, March 27, 14
EVERY PHYSICAL EXPERIENCE HAS A DIGITAL
COUNTERPART
Thursday, March 27, 14
OVER TIME, BEHAVIOR WITHIN DIGITAL AND REALITY HAVE BECOME SYMBIOTIC
Thursday, March 27, 14
Thursday, March 27, 14
DATA HAS GIVEN US A CLEAR UNDERSTANDING OF HOW WE INTERACT WITHIN THOSE ENVIRONMENTS
Thursday, March 27, 14
Thursday, March 27, 14
WHERE AND HOW WE CHOOSE TO NAVIGATE, CONGREGATE AND GIVE ATTENTION IS LARGELY DICTATED BY HOW
COMFORTABLE WE FEEL IN A PARTICULAR ENVIRONMENT, THE EXPERIENCE WE EXPECT TO HAVE, AND HOW EASY IT IS
TO GET TO A DESTINATION
Thursday, March 27, 14
MADE POSSIBLE IN THE DIGITAL SPACE VIA PLATFORMS, NETWORKS, APPS, APIs, SITES, ETC.
Thursday, March 27, 14
WITH THIS IN MIND, HOW DO WE MOVE BEYOND A 2D MODEL TO A PURPOSE BUILT MODEL SUITABLE FOR THE 3D DIGITAL REALITY?
Thursday, March 27, 14
WE CAN LEARN A FEW THINGS FROM EXPERTS IN THE PHYSICAL WORLD, AND HOW THEIR APPROACHES IN USING DIGITAL/DATA ELICIT PARTICULAR BEHAVIORS
BRANDS SEEK TO CREATE
Thursday, March 27, 14
ONE APPROACH...
Thursday, March 27, 14
Space Syntax
Source: http://www.bartlett.ucl.ac.uk
A SET OF THEORIES AND TECHNIQUES FOR THE ANALYSIS OF SPACIAL CONFIGURATIONS; USED AS A TOOL TO HELP ARCHITECTS SIMULATE THE LIKELY SOCIAL EFFECT OF THEIR DESIGNS
ALLOWS ARCHITECTS TO ACCESS COMPLEXITY IN A WAY THAT IS COMPREHENSIBLE TO INTUITION
Thursday, March 27, 14
DISCOVERING THE RELATIONSHIPS BETWEEN AN ENVIRONMENT AND HOW THAT ENVIRONMENT AFFECTS ITS INHABITANTS
Thursday, March 27, 14
THE SIMPLEST ORDNANCE OF ALL:THE AFFORDANCE TO MOVE IN RESPONSE TO SPACE
EVERY ACTION IN A CITY IS IMPORTANT TO HOW IT FUNCTIONS AS A WHOLEEACH PART EFFECTS EACH OTHER
THE LIFE OF A CITY COMPRISES OF THE INDIVIDUAL ACTIONS OF THE PEOPLE WITHIN ITEACH PERSON HAS THEIR OWN UNIQUE RELATIONSHIP TO A CITY
Source: http://www.bartlett.ucl.ac.uk
Thursday, March 27, 14
SPACE SYNTAX MEASURES ON THESE AFFORDANCESIT FORMS A PATTERN OF POTENTIAL MOVEMENT AND ACTION
IN THE ENVIRONMENT
ULTIMATELY, IT IS MEASURING HOW WE ENGAGE, AND ACT WITHIN OUR ENVIRONMENTSUMMARIZING THE POTENTIALS OF LIFE WITHIN PARTICULAR ENVIRONMENTS
Source: http://www.bartlett.ucl.ac.uk
Thursday, March 27, 14
Source: Spacesyntax.com
SPACE SYNTAX IDENTIFIES EXISTING JOURNEYS AND PATTERNS
Thursday, March 27, 14
Source: Spacesyntax.com
OPTIMIZING FROM ACTUAL, TO IDEAL (OR POTENTIAL) IN ORDER TO CREATE NEW BEHAVIORS THAT ADD VALUE
Thursday, March 27, 14
Image courtesy of: spacesyntax.com
Thursday, March 27, 14
WHAT DOES THIS MEAN FOR BRANDS?
Thursday, March 27, 14
SHIFT THINKING FROM NOT JUST PUSHING MESSAGESSTORYTELLING
BUT TO BUILDING PATHS THAT ENHANCE EXPERIENCES DIMENSIONALIZING
Thursday, March 27, 14
RECOGNIZE INDIVIDUAL ACTIONS AND RELATIONSHIPS TO THE ENVIRONMENT
OWNED AND UNOWNED PLATFORMS, SITES, APPS, CONTENT, ETC.
Thursday, March 27, 14
IN ORDER TO CONSTANTLY OPTIMIZE AND CREATE UNIQUE EXPERIENCES
Thursday, March 27, 14
AN APP CAN CREATE OR CHANGE THE DIRECTION OF PEOPLE’S MINDSET I.E. THOUGHT PROCESS WITHIN AN ENVIRONMENT
GREATER THAN ANY MESSAGING CAMPAIGN
BANNER VS. APP
Thursday, March 27, 14
SOCIAL
.COM
OFFLINE
DATA DATA
DATADATA
ACTIONS ACTIONS
ACTIONSACTIONS
RELATIONSHIP RELATIONSHIP
SPACESPACE
SPACE SPACE
RELATIONSHIPRELATIONSHIP
MEASURE, OBSERVE, OPTIMIZE, INSPIRE, ETC. BASED ON INDIVIDUAL AND MASS BEHAVIOR WITHIN THE ENVIRONMENT YOUR BRAND PROVIDES
Thursday, March 27, 14
THEN HUMANIZE
Thursday, March 27, 14
“BRAD THE TOASTER”
See: http://vimeo.com/41363473Thursday, March 27, 14
CREATE PATHS INTO AN (ECO)SYSTEM I.E. ENVIRONMENT IN A WAY THAT PROVIDES VALUE IN A USERS LIFE IN FUN/RELEVANT/
CONTEXTUAL WAYS
Thursday, March 27, 14
Thursday, March 27, 14
Thursday, March 27, 14
Thursday, March 27, 14
Thursday, March 27, 14
BRANDS HAVE THE ABILITY TO IDENTIFY: WHO THEIR ‘INHABITANTS’ ARE, WHAT NEEDS THEY HAVE, AND BEST WAYS
TO SATISFY THOSE NEEDS
Thursday, March 27, 14
Image courtesy of Ziya Danishmend
ALLOWING BRANDS TO INFLUENCE EXISTING AND FUTURE BEHAVIOR
Thursday, March 27, 14
ALONG WITH THEIR PREFERENCES AND INTERESTS
Thursday, March 27, 14
CREATING A MORE DIMENSIONALIZED EXPERIENCE ON EVERY PATH A USER DECIDES TO TAKE
Thursday, March 27, 14
SUMMARIZING THE POTENTIALS OF LIFE WITHIN THE PARTICULAR ENVIRONMENT YOUR BRAND CREATES
ACTIVITY
Thursday, March 27, 14
ACTUAL IDEAL
Thursday, March 27, 14
GIVE PEOPLE THE AFFORDANCE TO MOVE WITHIN THE ENVIRONMENTS YOU BUILD, AND PROVIDE THEM WITH UTILITY AND VALUE THAT PRODUCES
BETTER OUTCOMES IN THEIR EXPERIENCES WITH YOUR BRAND
Thursday, March 27, 14
CREATING AN ENTIRELY NEW WAY PEOPLE INTERACT AND EXPERIENCE YOUR BRAND, AND BUILD STORIES AROUND IT
Thursday, March 27, 14