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Dumb is the new smart. Rob Lawrence from Native comes back from the future with insights that are driving what's next in product design to what now looks like for the marketers of today. His view is that as products get simpler and more magical to use, they are also playing dumb - you don't need a degree to figure out how to use them, no matter how sophisticated they are underneath. He wonders if scary sophistication and complexity of today's marketing ecosystem could do with a touch of the dumb and looks at how this might work and what it might mean.
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dumb is the new smartrob lawrence
abnormal situations manager
Thursday, 20 February 14
1.we are getting smarter
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but...Thursday, 20 February 14
2.we can only remember so much
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which means...
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An assumption that we have good idea of what stuff is about & make mistake that others do to
informed bewilderment
3.we are increasingly confused
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this means the same
number of needles, but
MUCH bigger
haystacks
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What effect is
this having ?
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“We’re simplifying our business, moving from complexity to clarity,”
Marissa Meyer CEO Yahoo
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Let them be dumbTVs like Roku’s and LG’s may be best
thought of, not as smart TVs, but as the antidote to the idea of smart TV.
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“We believe in letting the technology do the hard work behind the scenes so that people can get on
with their lives,” Nest CEO Tony Fadell
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The smartest dumb thing in
the world
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we’re here to learn about the future of advertising - why does this matter?
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in the old days, marketing was comparatively simple (and dumb)
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2
mobile
display
searchsocial
video
But today, OMGThursday, 20 February 14
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look at the components in just one
element of the marketing ecosystem
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all of it, effectively calibrated
around and targeted at
YOU(by people like you)
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....still complex even if you find a simple way of seeing it
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...but its OK - the robots are comingThursday, 20 February 14
31...though it’s not going to stop this
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32...or this
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aaaaarrrrgghhhhh!!!!!
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So Rob, what’s the point?
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well, is marketing getting too
smart?
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dumb is ideas that make the complex simple
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Dumb is smart products telling a simple story
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dumb is being smart
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dumb is the tip of the iceberg of complexity
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dumb is thinking like a marketer
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Presented at The Future of Advertising APA event
on February 19th 2014
by rob [email protected]
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