Archive for the ‘Forums’ Category

In search of innovation and information, Tom and I recently packed our bags, sharpened our pencils and headed to Sydney for the 2011 ADMA Forum. We had high hopes for the conference – and we weren’t disappointed.

Two presentations in particular stood out for me. The first from BJ Fogg, an American academic who directs the Persuasive Tech Lab at Stanford University. He teaches behaviour design, a method of harnessing technology to change behaviour.

In no time, BJ had us throwing around beach balls to demonstrate the power of ‘simple social fun’ in changing behaviour. Next up, we were flossing our teeth (a bit confrontational in public!) to show us how habits are learned. And all this, before he starting entertaining us with his ukulele!

Next up was the Fogg Behavioural Grid, described as a ‘periodic table’ for behaviour. It outlines 15 ways behaviour can change, providing persuasion strategies for each type. Check it out here.

Brian Fetherstonehaugh of OgilvyOne also delivered food for thought, arguing that most ‘integrated marketing’ is nothing of the sort.  True
integrated marketing, he says, is like a muscle that propels a business and its customers to its full potential. Check out IBM’s Watson project for a good example.

He then introduced us to the 4 Es: Experience, Everyplace, Exchange and Evangelism. It was compelling stuff, and it’s safe to say that my marketing approach will never be the same again. To see why, read ‘The Future of Selling’ now.

Visit decoder at www.decoder.net.au

Six months is a long time in advertising, and never has this been more poignant than right now. I left the UK in October 2010 and, after enjoying a well-earned rest, began work in the Brisbane market in May 2011.

I’m all too familiar with the fast-changing digital landscape and the seismic shifts in targeting opportunities it can create, all at digital speed – rather
than the easier to follow, single string binary speeds of old!

An area of extra special interest to decoder at the moment is mobile marketing. Australians currently spend more time on their mobile devices than they do on their PCs. One of the really noticeable changes since I left the UK is the speed at which mobile advertising opportunities have actually taken off (provided that you know where to look and how to approach it!), so I was keen to see what the ADMA Forum 2011 had to offer.

The leading online players – namely Google and Facebook – are both claiming that they are ‘mobile first’, and are placing mobile in front of other channels.

What was apparent from the brands talking about their experiences with mobile at ADMA Forum was that mobile is complex; device sizes, screen sizes, interaction methods, operating systems, mobile web vs apps etc. You need to take the time to understand the strengths and weaknesses of mobile to create a clear mobile strategy for your brands – an approach we take with all our clients at decoder.

While the Australian public are now using mobile internet-based services regularly, we also have to be aware of what they aren’t ready to do just yet, so mobile products and services need to be assessed on an individual basis and according to what your customers are ready to do in a mobile way.

What we’re fast learning is that the most effective mobile marketers don’t just treat mobile as an application or website that stands alone. Your service needs to integrate into the whole customer experience, including other channels and products, and other services the customer might use – sometimes not necessarily with you!

Most interestingly to see at ADMA Forum was the level of integration with services such as location, address book and calendar – real service enablers that brands can use to create even richer brand experiences. If you’re not currently thinking about location intelligence or NFC (near field communication), then I’d suggest you either get to the next ADMA Forum, or feel free to give me a call!

I’d last been to Sydney about four years ago. To be honest I had a torrid time, mainly because my guide had decided to stop talking to me (it’s a long story), making it difficult for me to find the best places to eat and drink! While I had the pleasure of Katy’s company this time around, truth be told, I didn’t really need her (sorry Katy).

With my trusty Android in hand I was able to navigate the city with Google Navigator, find reviewed and rated restaurants according to my proximity and dietary requirements, and even access some special offers with a few carefully selected mobile ‘check-ins’. What of the advertising I saw in Sydney while I was there? To be honest I can hardly remember, but I can recall and have bookmarked the places and new experiences I found through my phone. I’ve even passed them on to friends via my social network.

If anyone wants to know the best Spanish Tapas restaurant in Sydney, I’ll be more than happy to share the details with you. Assuming of course they don’t find you first.

 Visit decoder at www.decoder.net.au

When Icograda Design Week came to Brisbane’s Cultural Centre in October, I was lucky enough to attend all 3 days. Icograda (the International Council of Graphic Design Associations) is the world body for professional communication design, promoting designers’ vital role in society.

The Brisbane Design Week focused on ‘Optimism’, and brought together designers and representatives from business, government and industry to share knowledge and spark debate.

A common theme was ‘Design Thinking’ – and the benefits of taking an optimistic approach to problem solving through design. Graphic design is so ingrained in our everyday lives that it is almost invisible. Promoting the valuable contribution designers make to business, culture and community is essential.

Better businesses – by design

The official conference began with a Business and Design symposium featuring the Queensland Government’s initiative, Ulysses (Transforming Business through Design) and its inspiration from across the Tasman, NZ’s Better By Design.

Both programs are built on the principle that design strategies and processes can be applied right across the commercial spectrum, and that companies that have fully integrated design in their business models share a number of characteristics:

• energy and inspiration about their work and workplaces
• strong business models and distinctive cultures
• a collaborative approach to turning ideas into reality
• passionate customers who will pay a premium for a differentiated product.

So how are you collaborating?

The 2-day conference that followed the forum shed new light on Design Thinking. The stand out session for me was from Paul Hughes, the strategic director at Lava (European Design Agency of the Year 2010). Hughes explained how Design Thinking was acutely linked to action. A repeated state of balance and imbalance, co-creation and the perfection of imperfection. Hughes posed three striking propositions for a design future. “Design Impermanence”, “Design Incompleteness” and “Design Imperfect”.

The idea of ‘Design Ecology’ was also explored, in which designers come together in collaboration, to pursue successful outcomes. The idea of co-creation was reiterated by many of the speakers, including Steven Heller, Fabien Barall, and Domenico Bartolo, and gave me plenty to think about during a fascinating few days. Not least – how am I collaborating?

visit decoder at www.decoder.net.au