Digital Disruption
+
Creative Renaissance
The Era of Information
Data, Meet Storytelling
Enormous Growth - “From 2013 to 2020 the digital
We’ve been swept away by the the disruptive waves
universe is predicted to grow from 4.4 trillion gigabytes
of information and technology. Sometimes we do
to 44 trillion.”
things just because we can, not because they are
Media Soaked - Twitter’s “Firehose” blasts 6,000
right. But there’s a promising new era on the horizon
tweets a minute.
-- one where data meets storytelling.
DATA COLLECTION
Even with data, we can’t forget that advertising is
Your Best Friend is Ours Too - By 2020, 10% of data
about connecting brands with people. The Organic
will be collected from smart devices.
Food Industry understand this. Through transparency,
Supercookies - “Verizon Wireless users cannot delete
inspiration and storytelling, they’ve built a $35 billion
the company’s so-called supercookies.”
industry (3,400% increase over 24 years).
data synthesization & Visualization Data that Rewards - Smart beacons measure data of attendees through sports app. Collected data enhances experience by providing event perks i.e. merch and food discounts, location of shorter bathroom lines. Memex, the Search Engine on Steroids - Developed by DARPA, searches all public databases and web pages on internet (including Dark Web) and presents data
So think of it this way... Just like how people wrap their dog’s medicine in peanut butter, communicators need to wrap data in a delicious way. Otherwise, consumers may not like what we give them.
in infographics. Makes finding patterns and insights easier. Privacy Concerns - Samsung can listen to living room convos. through smart TV. Get ready for more of these issues in the future.
The Ultimate Revelation
In this era, we’ll create brands not buzz, tell enduring stories not one-off ideas and, most importantly, find insights through human connection rather than computer algorithms.
Natalia Naranjo + Katie Ratcliffe + Dylan Schnurman