I’m Marci and I understand digital.

I am a New York-based digital strategist with a background in experience design. I work with agencies, Fortune 500 companies, and startups to figure out how to best meet their brands’ needs on the web. Learn more...

Tag Archives: trends

Virtual versus integrated realities

While on vacation a few weeks ago, my husband and I drove about 300 miles – over 5 hours – from Phoenix to Las Vegas. We are both fans of audiobooks, and so while we drove through the feverish desert landscape we listened to Neal Stephenson’s Snow Crash. I am ashamed to admit that, although I am a huge science fiction fan, I have never read Snow Crash before. I haven’t yet finished it, but so far I am struck by one of the primary assumptions made by the book.

Snow Crash – like Neuromancer and many other seminal sci-fi works – assumes that the future of technology and information consumption is through the creation of virtual worlds. This conceit was paricularly powerful through the late 80s to the early 90s, when the advent of video games with increasinly advanced graphic technologies made the creation of a 3D, interactive, info space seem inevitable.

Second Life

From a technological perspective, creating such a virtual world is no longer problematic. Such systems already exist in a variety of formats. In The Sims, players can “play God” with a series of characters (something like dolls in a doll house). The military uses virtual reality stations for everything from flight training to preventing post traumatic stress disorder. And, famously, Second Life allows players to navigate a virtual world and socialize using avatars.

However, despite the availability of the technology, the predictions of science fiction writers – that massive exodus to a virtual reality is imminent - never really came to fruition. Instead, interfaces that are primarily text and image based still prevail. This is because, outside of entertainment and training systems, there is no real benefit to navigating information through a physical metaphor. In fact, physical bodies are detrimental to navigating information – it’s much easier to click a series of links on Google than it would be to walk across a 3D library.

Nokia's Future Vision concept

So, instead of replicating a physical reality, we are beginning to see technologies that use our information spaces to augment it. Augmented reality has gotten a lot of press over the past year, but I’d argue that we have yet to see the most transformative examples come to life. General Motors is testing an augmented reality dashboard that would show information about the driver’s environment and route in real-time (think Terminator vision). Contact lenses that show digital data on the eye are being tested on animals. Nokia’s future vision concept video shows how eye movements and glasses could be used to display contextual digital information in the real world.

Beyond augmented reality, we’re seeing technologies that make physical devices easier to manipulate. There are prototypes for a gesture-activated faucet, and hotels are beginning to replace key cards with cell phone applications. Project Natal, the Wii, and the iPhone have gone a long way towards making gestural interfaces not only intuitive but expected (after showing a two-year-old my iPad, he tried to zoom in to a newspaper by pinching his fingers on it).

I doubt this is an original observation, but I believe that the mega trend here is integrated reality – machine-enhanced information and interactions that are seamlessly integrated into real life contexts.

I, for one, cannot wait.

Trend School

On Tuesday this week I attended a session of The Intelligence Group‘s Trend School here in New York. If you haven’t heard of them, the Intelligence Group is a company that conducts detailed research on younger generations (at the moment that’s Gen Y, although they also look at X and Z) and identifies trends that affect marketing. The entire content of the day was really great, but there were two phrases that really resonated with me that I thought I’d share:

  • Accelerated Nostalgia – Exactly what it sounds like. We (and younger people in particular) romanticize a past that is more and more recent. Nostalgia used to be reserved for something 10-20 years in the past; now people talk about the good ol’ days of 2005. I believe that this is a side effect of an accelerated culture, where the amounts of information we consume and the speed at which we consume it increases every day.
  • Entertainment Debt – I really identify with this one. Because of all the information we consume, most people have a reserve of content (movies, music, books, etc.) that they want to consume but haven’t yet gotten to, and that’s a source of guilt. For me this extends to web sites – “Have you checked out x.com?” “No, but it’s on my list!”. It’s becoming harder and harder to keep up with what’s relevant in culture because there’s simply so much of it. 10 years ago I had seen almost every Oscar nominated movie each year. That’s not true anymore, and yet the number of movies I see annually hasn’t decreased. There are simply more choices available and it’s impossible to get to everything.

Interesting stuff. The Intelligence Group also offers an excellent daily post/email highlighting a current trend, subscribe if you’re interested.

Digital Strategies for Luxury Brands

I recently uploaded a report outlining the top 10 strategies used by luxury brands to engage with consumers digitally. I wrote this report with my colleague Phil Jackson at Publicis when we were working on the Cadillac new business pitch a few months ago. We didn’t win the business (unfortunately), but I think the presentation has value for anyone who works with luxury brands online. Check it out!

View more presentations from Marci Ikeler.

2010 Trends in Advertising Video

The folks at Miami Ad School were kind enough to record my presentation last Monday (and do some very good editing!). It’s about a half hour long in total, split into four parts. Here’s the video:

Part 1

Part 2

Part 3

Part 4

Not too bad, right? I’ve been interested in moving to teaching and speaking more, and I don’t think this was a terrible first attempt, although there is certainly room for improvement (I say “kinda” a lot).

In case you didn’t see it before, here’s a link to the presentation itself on Slideshare.

2010 Trends in Digital Marketing (Presentation to Miami Ad School)

Several months ago, I was asked to be a guest teacher at Miami Ad School for their “Industry Heros” course. This is a program in which, each week, students receive a lecture and 2 classes from a different professional in the industry. I am thrilled to be a part of this for a few reasons: first of all, it’s a great program and it’s an honor to participate; secondly, the students are incredibly creative and inspiring; and finally, it’s a chance to escape the freezing weather in New York for sunny Miami.

On Monday, I gave a lecture about some trends in digital marketing and advertising that I see being important in 2010. Last night I uploaded the deck to Slideshare, and this morning I was thrilled to find that it was picked as one of the featured presentations for Slideshare today (yay!). So please take a look – I’d love to get feedback.

Twenty-ten tidbits

After a (largely unplanned) holiday hiatus, I’m back into the swing of things with my week in review posts. This gives me a good reason to post on a semi-regular basis (I am horrible at anything more frequent when it comes to long-format blog posts, although my microblogging on Twitter is generally pretty robust), and it allows me a chance to consider what has been really important in the past week of digital. So, without further ado, here are my picks for the week of 1/11/10 – 1/15/10.

Google vs. China

Google was slammed by the US press when they agreed to censor content based on the laws of the Chinese government (background info here). Many commentators saw this as a direct violation of Google’s “don’t be evil” motto.

Why does the Chinese government’s policy towards censorship qualify as evil? Check out the content they consider objectionable. It’s insane and also a bit funny – I understand why they blog searches for “TiananmenSquare” (evil though it is), but YTMND? Really?

This week Google abruptly reversed their policy, after Gmail was hacked. The implication (although Google has not yet said so explicitly) is that the Chinese government was behind the hacking (the US government is planning to investigate). Google has temporarily closed its operations in China and given all its employees holiday leave.

“These attacks and the surveillance they have uncovered–combined with the attempts over the past year to further limit free speech on the web–have led us to conclude that we should review the feasibility of our business operations in China. We have decided we are no longer willing to continue censoring our results on Google.cn, and so over the next few weeks we will be discussing with the Chinese government the basis on which we could operate an unfiltered search engine within the law, if at all. We recognize that this may well mean having to shut down Google.cn, and potentially our offices in China.” – Google Blog

China’s response to Google is basically: if you don’t abide by our laws, leave. This is still playing out, and it could have interesting implications for how global technology will affect individual freedoms.

Conan vs. Leno

Another smackdown that’s happening online is the controversy between Conan O’Brien and NBC over the shifting of his time slot to accommodate Jay Leno. What’s interesting about this is how Conan (definitely the underdog in this situation) has played his hand entirely transparently and online. First, he released an intelligent, respectful letter explaining why he couldn’t agree with NBC’s decision. This letter was widely reported on online and garnered Conan a ton of support, including a popular “I’M WITH COCO” movement launched on Facebook. Next, Conan began using the situation as fodder for his show, with digital tie-ins: a joke that he had listed his show on Craigslist turned out to be real.

So far,  NBC has appeared to be entirely dumb and blind to these rumblings, which suggests either enormous incompetency or that Jeff Zucker’s campaign against Conan might be personal.

From a digital media perspective, it will be interesting to see if the groundswell online has any long-term implications for NBC.

How is the internet changing the way you think?

Great post from The Atlantic.

2010 Trends in Digital Marketing

When I last wrote, I mentioned that I was working on a deck that describes what trends I think will be critical in online advertising/ marketing for 2010. I haven’t forgotten about it, but in typical fashion, I’ve made it a bigger project than I initially anticipated. It really will be coming out soon, probably next week.

Links of the Week

Links of the Week

  • The Ford Fiesta Movement – the highly successful, social-media based, influencer-marketing program run to promote the 2011 Ford Fiesta – has wrapped up. By all accounts the campaign was a success, and is an interesting case study of a successful promotion using non-traditional marketing. Check out Scott Monty’s blog for a write-up (he’s the chief Social guy at Ford).
  • Time Magazine released a concept video for the “magazine of the future”, which is similar to the concepts for the Apple Tablet which have been circulating online. It’s an interesting piece of futurism, but, as Luke Wroblewski of Yahoo! points out, there several nearer term innovations that would help magazines work in the digital world.
  • Google is changing the way that it presents first-click free content. Right now, publishers that have a paywall allow Google to index their content so that they appear in search results. Users who come to the publisher from Google can view the first page free, but then have to subscribe. Some people were abusing this by figuring out how to search Google for subsequent pages, thus getting all the content for free. To solve this issue, Google is allowing publishers to limiting the number of free views a single user can get to 5 per day. There’s a lot of confusion around what this change means (which, in short, is not much).
  • IKEA released their 2010 catalogue as a free, interactive iPhone app. It’s a cool way of distributing their catalogue, but unfortunately there’s no interactivity (you can’t click a product and view details on the web site, for example).