The year 2022 in 22 stories

#16 Benedict Evans: Three Steps to the Future

Benedict Evans started his career in the telecom world and then he was a consultant with, among others, Andreessen Horowitz. We have now gained a significant position in the media and technology world. His widely read newsletter is proof of that. But fortunately, the man is also occasionally somewhere on a stage, where fortunately there is a camera present, so we can also watch. In this talk from Evans, the hottest topics in technology today and his transformative visions for 2025 or 2030: crypto, web3, VR, metaverse… and everything else. Take a seat on the slide for half an hour of information galore.

#17 Consumer welfare is dead. Long live consumer social

Where is the world of social media headed? There are, of course, many opinions on that. But this one has my preference because it combines a number of current trends. The play was written for Rex Woodbury. He divides the social world on the basis of (human) relations. Ring 1 is your deepest circle: your close friends and family. Messaging apps like iMessage, WhatsApp, Messenger, Signal and Telegram serve this segment. Ring 4 is about connecting with strangers; TikTok, Discord and Reddit live here. Between rings 1 and 4 are your loose social connections – your friends and acquaintances. Rings 2 and 3 are where Facebook (more) and Instagram (less) come into play: You probably know a lot of the people you’re connected to offline. And this is where it gets exciting. Is there a squeeze game? Is the center disappearing and are we moving to the edges? In the story, Rex discusses three possible new forms that could dive into this hole because they are based on the same loose/permanent relationships that we now find with Facebook and Instagram. Think Photosharing, Social Gaming and finally AI and Vtubing. According to Woodbury, according to the social graph, social consumption appears saturated.

#18 The future bazaar

Just something nice to use if you want to practice with your team or organization creativity or what we also call “out of the box” thinking. There is a nice project from the BBC to practice with yourself. The Futures Bazaar (which is a great name by the way) is a design jam or creative gathering where people bring ‘junk’ items from home and turn them into unique ‘artifacts for the future’ to provoke, entertain and inspire each other. Let’s be honest, it’s pretty hard to think about something you don’t know yet. A question you often hear is, “How can you think about something you don’t know yet?” That’s why it’s great that BBC GEL has teamed up with Situation Lab to publish The Futures Bazaar: A Public Imagination Toolkit, to make this thinking a little easier and more accessible. But use this free toolkit with clear explanations to also organize a Futures Bazaar and thus give plenty of room for creativity.

#19 Owned Media/Reach

The power and effectiveness of Owned Media or as it is renamed in the textbook Marketing Communication in 14 Steps “Owned Reach”. In an age of first-party data, it is increasingly important that you continue to have access to your target audience. And Owned Reach is an extremely interesting way to organize it. This very comprehensive IPA study covers all aspects of Paid, Owned and Earned. Because just discussing what exactly Owned Reach is makes it a complicated topic. In addition to all the research, the decision-makers also come up with a proposal on how we should measure and research, so that we get more and better insight into the operation of Owned Reach. And finally, 3 cases from retail banking, sports betting and beauty trade are processed. As a cliffhanger, one of the study’s conclusions is: Owned channels seem to have a greater influence on brand considerations than paid advertising in all three studies, showing how important it is for brand owners and agencies to include them in the media mix.

#20 Boost for marketing efficiency

Marketing effectiveness is not just a ‘nice to have’. It is a key factor in corporate culture and growth. For several years, the British IPA has researched mapping the factors that can contribute to marketing’s effectiveness. They all do this under the name “EffWorks”. Studies, conferences, articles and countless documents. A reservoir of learning, research and debate. Effworks’ ambition is to give the marketing industry resources and tools to change its culture. I think we all know it’s important, but that we often don’t have enough time to sit down and dig into it. But there is good news. The IPA has all the information gathered in a kind of menu. The presentations from the EffWorks Global meetings, annual conferences and satellite events bring together reports and even focus on areas such as Marketing Management and Marketing Monitoring. Performances by big names like Les Binet, John Hegarty, Orlando Wood and the rest. So take your time and make the most of it.

#21 Tuvalu

How do you make it clear that your country’s future is at risk? Then of course you can fall back on the scientific research that the sea level is rising and that if nothing is done, the country’s survival is in danger. Tuvalu has chosen an unusual history. During Cop27, the climate conference in Sharm-el-Sheikh, they said they have started to digitally recreate Tuvalu as the first digital nation. Simply because the real Tuvalu will no longer exist. Rising sea levels threaten to flood Tuvalu. Beginning with the recreation of one of Tuvalu’s islands, the project aims to preserve the country’s land, culture and history in the Metaverse. Simon Kofe, Minister of Justice, Communications and Foreign Affairs of Tuvalu, spoke from one of Tuvalu’s first digital islands. “When our country disappears, we have no choice but to become the world’s first digital nation. Our land, our seas, our culture are our people’s most valuable assets, and to protect them from harm, no matter what happens in the physical world, we will move them to the cloud.” What a shocking yet brilliant story. Let’s hope it also helps…

#22 ChatGPT

It looked like we were just going to close out 2022 quietly. The big tech companies are still trying to get their act together, just as Twitter is still looking for a business model that can eventually cover the investment of 41 billion. But after that. In a matter of days, reports of a new generative AI tool are rolling around the world. ChatGPT. Tweets, blogs, editorials, podcasts and even NOS are aware of it. It meets all the conditions for a possible success. It’s easy to access, the quality is impressive, and it’s fast. A generative text tool that, in a question and answer form, is able to search, write you a story, create a song or a workout program for the gym. Of course, it is not yet entirely clear what the actual effects will be. But we can probably say that it will have a (big) significance for our profession. Perhaps later we will talk about the series of game changers that look like this: Internet, iPhone and ChatGPT.

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