The most popular and inspiring speaker at the event was David Roberts from the Singularity University. He showed us the power of exponential growth as well as the history of disruptive industries (looking at man’s desire to preserve food) starting from the spice trade, to shipping ice, to manufacturing ice, to modern refrigeration. And how each innovation completely wiped out the previous one.
A few of the speakers were attempting to answer the concern that new technologies are making us less human by decreasing face-to-face interactions. The consensus however, was that we are currently in a transitional phase where the technology is still somewhat intrusive, but as the technology continues to evolve it will fade into the background and complement and facilitate increased human interactions.
Moving hearts and minds of consumers now seems to be a much sought-after foundation of marketing campaigns. P&G brand Always was able to do this by tapping into preconceptions about girls. Their #LikeAGirl video is a must watch: www.youtube.com/watch?v=XjJQBjWYDTs.
Consumers are also now conscious to the fact they can make a difference and with every €1 they spend (on products/services), they are making a statement about companies they want to be associated with and who they share similar values to.
Absolut Vodka told us that they believe that the broadcast model of advertising is over. Meaning that the advertiser can’t just shout out their message and hope for the best. Enlightened advertisers emphasise experiences, individualism and dialogues instead of monologues. Their campaigns are now mostly centred around events and follow a “bowtie model”. This starts from their own channels and with paid and earned media building hype towards the centre of the bowtie (the event), then during and after the event they can amplify out (with more paid, earned and own media) content from the event.
German hidden department store, BestSecret discussed the challenges of transferring their business online whilst retaining the exclusivity, trying to identify the digital equivalent of a glass of Champagne.
Another challenge to the growth of ecommerce has been the product delivery phase. Stockholm delivery start-up Urb-it told us that 80 % of items ordered online are already physically located somewhere in Stockholm, however – large online retailers are often taking days to ship from centralised European warehouses. By opting to shop with local ecommerce destinations combined with Urb-it, items ordered can be delivered by hand in less than 60 minutes.
Another partner involved in the instant-delivery industry is Volvo. You can request your order is delivered to your parked Volvo car. The delivery company can locate & unlock your car wherever it is.
A big thing at the moment with the market being flooded by fitness wearables as well as the larger players like Apple and Microsoft also launching products. But did you know that predictions for the pet wearables market are expected to reach 2.6 million USD by 2025. This shows that the technology provides business opportunities that won’t necessarily disrupt industries, but are entirely new.
Beyond wearables we saw live on stage when someone from the audience got ‘chipped’. The microchip was actually inserted under his skin supposedly for future use of contact-based payments, identity etc.
Spaceport Sweden discussed the growing possibilities in the civilian space travel industry. Operating out of Kiruna in the northernmost city of Sweden. The location offers a unique opportunity to build new travel services for example around the Northern lights. As well as servicing scientific and research projects based around low-cost nano satellites.
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Another re-occurring theme of the event being advocated by numerous media-owners and technology companies. This will allow a more data-driven personalised user experience, traversing multiple platforms and potentially wearables. This would also aid in cross-device advertising which the industry hasn’t yet been able to standardise and fully embrace yet.
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