Shing: Embrace The Mobile-Dominated World
As a media currency, ratings are “rubbish.” The new currency is “attention.” That’s according to David Shing, who holds the title of digital
prophet at AOL.
He set the stage at the GroupM “What’s Next” conference in New York Tuesday. But perhaps his best line in a 20-minute rapid-fire presentation about current
and future digital trends was: "Mobile is the first screen -- not one of you walked in here with a TV today.”
Shing also advised marketers to do more in the digital world and
not think about it so much. Toyota, for example, created a backseat driving app, so kids can pretend to be driving the actual route that the car is taking, just like mom or dad. Instead of offering
recipes, Starbucks created a “send us your recipes” app and 75,000 of the company’s fans did.
Failure, Shing said, is part of the learning process. It’s going to be
a mobile-dominated media world and marketers have to embrace it, he added. Both experimentation and simplicity are necessary in the mobile space. “Participate in the playground,” he
said.
In between bits of advice, Shing offered notable figures. One in six Twitter feeds start on mobile today, he noted, while 68% of mobile use takes place in the home.
We’ve already moved from the information age to the social age, said Shing, which means that marketers have to be “reactive, relevant and remarkable.” In the world of digital
commerce, “gesture technology” will displace swiping technology. With the right combination of technology, content and distribution marketers “can do anything,” he asserted.
The second annual What’s Next conference, which runs through Wednesday, is put together by GroupM’s digital think tank unit GroupM Next and is designed to highlight the latest
trends and future trajectory of digital technology and marketing techniques. This year, the conference is being streamed live from the What’s Next Facebook page.
Recent Online Media Daily Articles
-
FTC's Ohlhausen Questions Privacy Recommendations May 21, 6:05 p.m.
The Federal Trade Commission's 2012 privacy recommendations could unintentionally disadvantage smaller online ad companies, Commissioner Maureen ... -
Subway's Comedy Promotes Brand, Content Strategy May 21, 2:43 p.m.
Setting a new bar for brands and their programming aspirations, Subway’s scripted comedy series, "The 4 ... -
Future of Social, Digital Shops In Doubt May 21, 1:48 p.m.
Companies talk a lot about fully integrated marketing strategies. One result may be the demise of ... -
Google+ Needs Android To Climb Out Of Experimental Phase May 20, 9:24 p.m.
Marketers continue to view Google+ as a fledgling network requiring experimentation, although the company released a ... -
AOL, Support.Com Settle Scareware Lawsuit For $8.5 Million May 20, 5:20 p.m.
Web company AOL and software vendor Support.com will pay $8.5 million to settle a lawsuit brought ... -
Gmail Hangouts Disable Google Voice May 20, 3:23 p.m.
Google's new version of Hangouts for Gmail eliminates Google Voice features. The move is frustrating heavy ... -
Digital Boost: Ziff Davis Acquires NetShelter May 20, 3:19 p.m.
Ziff Davis on Monday announced the acquisition of content network NetShelter from ad platform inPowered. Financial ... -
LikeableAds.com Launches, With Focus On Social Media Ads May 20, 3:04 p.m.
To keep up with growing demand from Madison Avenue, the social marketing consultants at Likeable Media ... -
Yahoo To Ramp 'Native' Ads On Tumblr May 20, 1:37 p.m.
With its $1.1 billion acquisition of Tumblr, Yahoo on Monday made clear that it plans to ... -
Gigya Improves Marketing, Adds 21 Social, Tech Partners May 20, 9:15 a.m.
Social services startup Gigya on Monday is expected to announce the addition of 21 social and ...
Be the first to comment on "Shing: Embrace The Mobile-Dominated World"
Leave a Comment