J. Walter Thompson Canada
AOL's Digital Prophet 'Shingy' Visits J. Walter Thompson Canada to Present Top Digital Predictions / J. Walter Thompson Canada
By Ryan Javor, JWT Canada Intern
Employees at the JWT Toronto office had a treat when special guest speaker David Shing aka Shingy stopped by to talk digital trends in early May. Shingy is AOL’s self-proclaimed Digital Prophet who travels the globe to identify new opportunities for brands to market themselves differently (i.e. digitally). His ‘state of the nation’ on where the world of digital is going revealed how technology, content, and distribution make up the creative recipe to engage consumers.
Shingy focused on how to effectively use digital media platforms to connect with consumers on an emotional level, creating an experience or telling story like Adidas did with #takethestage. For brands to do this successfully they need to step away from traditional marketing and think big, new and fast, capturing consumers at the right time and place in their need states.
Brands must humanize themselves by being transparent. Consumers want to feel like individuals and make that emotional connection to the brand. Honing the brand voice is crucial to marketers’ success and the multiple channels available to creatives provide opportunities to tell that story in multiple ways.
As Shingy explained, “brands want to own breaking news,” and must be on top of pop culture as much as their consumers are. Tim Hortons did it with their #cremeboston NHL ad, so did Arby’s at the Grammy’s. Oreo’s royal baby ad example shows how a brand optimized content based on a pop culture event. Brands must celebrate and own breaking news as it becomes available instantaneously on the web to engage consumers in real time.
And what is all the fuss about hyper-gratification? Now more than ever, explained Shingy, consumers have low cost quick access to the internet which allows them to experience brands in SoLoMo = social, local and mobile. Commerce, content and mobile devices are aligning and adapting to technologies that change the way conversions happen. Shingy reiterated how brands must adapt to the way consumers’ shopping habits are changing.
Adapting to new, technological forms of instantaneous communication and creating an emotional experience for the consumer is crucial in order to stay on top in the new era of hyper-gratification.