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Digital Trends
for 2014
Digital Trends
Digital Marketing First, #dmf13
My personal opinion...
Listen carefully.
Listen carefully.

Personal opinion.
1. Digital rules
Digital Trends for 2014 - DMF13
A quiet
revolution.
Massive shift from analog to digital
‣

communications

‣

media

‣

technology

‣

...
Massive shift from analog to digital
‣

communications (chat, mail, skype, blog, twitter)

‣

media (music, video, news)

‣

technology

‣

...
Digital Trends for 2014 - DMF13
When you say
‘camera’...
... do you think
‘analog’ or ‘digital’ ?
Buttons evolve
from ‘physical’
Buttons evolve
from ‘physical’
to ‘digital’.
Our cars will be next.
Even the washing
machines get
touchscreens.
Of course, you
can push this
too far...

Smartphone controlled toilet.
UX Design
If everything becomes digital, and every device gets a
digital interface:
UX design will become an even more important
skill.
2. The disappearance of the button
“Every new technology starts by copying
the old technology.”
First tv-shows were
theatre plays with a
camera pointed at them.
Until this.
At first, we need the language of the old
technology to understand the new technology.
We create metaphors.
- desktop
- folders
- files
- trash
- ...
Until this.
Why is the iPad ‘intuitive’?
locus of
attention

locus of
control
‘What we do’ and ‘what we see’ is in 2 different
places.
The metaphor of ‘mouse + pointer’ creates small
brain friction.
We need ‘brain CPU’ just to work with a
desktop.
locus of
attention

locus of
control
Tablets with touchscreens remove the
metaphor.
They remove the ‘brain friction’, and thus feel
more intuitive.
UX design is coming of age.
It is finding its own language. It is removing the
metaphors.
Step 1: copy
‣

physical buttons -> digital buttons

‣

3d-effects, bevels, drop shadows

‣

skeuomorphism
Digital Trends for 2014 - DMF13
Copy physical
buttons to
digital buttons.
Digital Trends for 2014 - DMF13
Step 2: the visual web
‣

metro style

‣

Pinterest

‣

...
Digital Trends for 2014 - DMF13
Digital Trends for 2014 - DMF13
Step 3: gestures
Buttons are being replaced by gestures.
Digital Trends for 2014 - DMF13
Step 3: gestures
Step 4: what’s next?
Boldly going where no man has gone before?
Moving into sciencefiction teritory now...
“The action is the button.”
Wii
Light switch
Digital Trends for 2014 - DMF13
Bump
Moves app
Parrot headphones
Google Glass
Memoto
Leapmotion
Myo
Muse headband
“The action is the button”
‣

geofences

‣

Kinect

‣

GPS

‣

...
Moving away from the metaphor.
450 “horsepower”
3. We love hardware
Countermovement
‣

everything becomes digital

‣

nostalgia for physical things
Digital Trends for 2014 - DMF13
Digital Trends for 2014 - DMF13
We love hardware
‣

past: features are irrelevant, it’s about design

‣

now: design is not important, it’s about features
4. Sea of data
Digital Trends for 2014 - DMF13
Data deluge
‣

every channel is digital

‣

every action is digital

‣

everything is recorded
Lapka, personal
environment monitor
Lenses with projection.
Camera reads emotion.
Data everywhere
‣

marketeers have ample data

‣

shift from ‘craft’ to ‘data-driven’

‣

no more ‘gut feelings’
5. Data at hand
Consumers will have all data
‣

from map to GPS

‣

will be the way of all data

‣

persons, prices, brands, reviews...
Camera reads emotion.
Impact on sales
‣

sales used to be: imbalance in information

‣

customers will be smarter than sales...

‣

what is the role of sales (and marketing)?
6. Peer 2 peer
If customers are smarter...
‣

outsource marketing?

‣

outsource sales?

‣

outsource production?

‣

outsource customer service?

‣

outsource product development?
Peer 2 Peer everything...
7. Real time marketing
If customers have all data at hand...
‣

no more campaigning

‣

‘real time’ marketing

‣

drip marketing
Expect:
more profound change.
Not just a faster horse...
Profound changes
‣

not just extra channels

‣

not just ‘better marketing’

‣

profound societal changes
Be prepared to flip your value chain.
Think digital.
Digital Quiz:
http://quiz.wijs.be
Questions?
Wijs bvba
Voorhavenlaan 31/3
9000 GENT
09 335 22 80
09 330 09 83
http://wijs.be
info@wijs.be
BE 0473.071.275

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Digital Trends for 2014 - DMF13