UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Upload
Sign in
Olaf Nitz, profile picture
Uploaded byOlaf Nitz
7,941 views

Beyond the Hype - Lasting Trends in Digital Media

The document discusses 10 lasting trends in digital media beyond short-term hype: 1) Transparency, 2) Personalization, 3) Search, 4) Credibility and Trust, 5) Participation, 6) Data Explosion, 7) Location-Aware Services, 8) Diversification, 9) Privacy, and 10) Diffusion of the Internet. It notes the importance of differentiating trends from hype and aligning investments accordingly to gain a competitive advantage. The document was presented by Olaf Nitz, Head of Digital Media Strategy at the Austrian National Tourist Office.

Career◦Technology◦Business◦
1 / 54
2 / 54
3 / 54
4 / 54
5 / 54
6 / 54
7 / 54
8 / 54
9 / 54
10 / 54
11 / 54
12 / 54
13 / 54
14 / 54
15 / 54
16 / 54
17 / 54
18 / 54
19 / 54
20 / 54
What’s after Facebook? Olaf Nitz Lasting Trends in Digital Media Head of Digital Media Strategy beyond the Hype Austrian National Tourist Office
Austrian National Tourism Office • The Austrian Tourist Office (ÖsterreichWerbung) ist the national tourism marketing organization for the country of Austria. • The ANTO is funding by the Austrian Federal Government (75%) and the Austrian Chamber of Commerce (25%), but also acts as a fee based marketing agency for Austrian tourism interests. • Worldwide Staff: 230 • President: Dr. Reinhold Mitterlehner, Minister for Economics • CEO: Dr. Petra Stolba
WHAT’S AFTER FACEBOOK? LASTING TRENDS IN DIGITAL MEDIA BEYOND THE HYPE
TheHypeCycle Visibility Focus today „MacroMyopia“ Overestimatingt Underestimating heshort-term the long term Maturity Source: Gartner: Masteringthe Hype Cycle
Digital Media so far „Homepage“ Facebook 2000 2003 2005 2007 2009 2011 Blogs Mobile
Digital Media Timeline Digital Usage Revenue Mobile Usage Social Media Digital Media Usage Time
WHAT‘SNEXT?
Yesterday‘s Internet Hypes  Thereisnoloyalty in digital media!
Predictions are hard, especially about the future. Foto: http://www.flickr.com/photos/nikil/904663191
The future is already here – it's just not very evenly distributed. Quote: William Gibson, Foto: http://www.flickr.com/photos/e3000/3840264374/
10 Meta-Trends in Digital Media LASTING TRENDS
Meta-Trends and Tools
1. TRANSPARENCY
Transparency: Price, Product, Performance
Transparency: Price, Product, Performance
Transparency: Price, Product, Performance
2. PERSONALISATION
ImplicitPersonalisation Where? Who?
Explicit Personalisation Source: iPadApp „Zite“
Social Personalisation Source: http://summify.com/
Personalisation in Advertisting Location Demographics Interests Connections Source: https://www.facebook.com/ads/create/
SummaryPersonalisation • Different foreveryuser: – Content –Ads – User Experience  Attention isincreasinglydivided
3. SEARCH
Search: Facebook, Mobile, Augmented Reality
Search: Facebook, Mobile, Augmented Reality
Search: Facebook, Mobile, Augmented Reality
4. CREDIBILITY& TRUST
Who do wetrust? • People we know  Social Media • Like-minded people Reviews  Credibility triggers purchase decisions
5. PARTICIPATION
1%-Ruleof User-Participation 1% Creators 9% Critics 90% Audience
The Power oftheFew
User-Content & Reviews • … areverycredible • … do influencetheranking • … triggerbookings • … arebecomingmoreandmore!
6. DATA EXPLOSION
Data Explosion “Every two days now we create as much information as we did from the dawn of civilization up until 2003” Eric Schmidt, Google Source: http://techcrunch.com/2010/08/04/schmidt-data/
Data Explosion 48h of Video Now Uploaded on Youtube Every Minute
Semantic Analysis
7. LOCATION AWARE SERVICES
Points of Interest in a Satnav
Discover Hong Kong: Augmented Reality Source: http://www.discoverhongkong.com/eng/jsp/mobile-app/iphone.jsp
8. DIVERSIFICATION
DiversificationofPlatforms
Diversificationofdevices Challenge: therightcontent in therightlanguage in therighttonality  foreachdevice&platform!
9. PRIVACY
Face Recognition Software
Foursquare Check-Ins
Privacy • „Facebook-Refuser“ • „Digital Detox“  Ambivalent Relationship
10. DIFFUSION OFTHE INTERNET
iPhoneApp Source: http://www.withings.com
Nike & iPod
Google Wallet Source: http://www.nytimes.com/2011/05/27/technology/27google.html?_r=1&hp
App „Google Goggles“
Meta-Trends in digital Media 1. Transparency 2. Personalisation 3. Search 4. Credibility& Trust 5. Participation 6. Data-Explosion 7. Location Aware Services 8. Diversification 9. Privacy 10. Diffusion ofthe Internet
Trends - So what!?! • Differentiation: Hype vs. Trend • Act „future-proof“ • Aligninvestmentsaccordingly • Competitiveadvantage
Thanks! Olaf Nitz Head of Digital Media Strategy Austrian National Tourist Office www.austriatourism.com linkedin.com/in/onitz olaf.nitz@austria.info facebook.com/onitz twitter.com/onitz slideshare.net/onitz delicious.com/onitz profiles.google.com/Olaf.Nitz