Insights from The Next Web Technology conference, Amsterdam, April 2014
James McQuivey from Forrester (a company specializing in technology-related researches) spoke of “digital disruption” –an approach that sees every digital innovation as leading to disruption of “regular way” of doing business. He argues that Digital Disruption eventually brings a solution which is much faster, but it changes our behavior and our experience.
Therefore, in the digital age hit is necessary to pay attention to the consumers’ experience and brands that do so, would succeed to create a long-term relationship with the consumer.Emotion
The YouTube expert, Brendan Gahan , talked about how content become viral , and stressed the importance in finding the right influencers / bloggers in order to achieve this goal . He also noted that in order to become viral, content should contain emotion, so people will be able to connect to it and share it.
Aral Balkan’s lecture, the founder of the Indie phone (a phone that empowers the consumer’s experience and keeps his privacy), dealt with the issue of privacy in the digital world. He claims that there is no such thing as “free” in the digital world. All digital platforms such as Facebook, Twitter, Google, etc. offer free services, but “free” has a price = our privacy.
Brian Solis from Altimeter group (a research company that focuses on technology) introduced the innovation in the digital age as something we must adapt to. He said we shouldn’t resist to technological innovations but adopt them. For him, the key to the success of any business is innovation, and we need to innovate constantly in order to survive in the changing digital world.
David Shing from AOL didn’t fail with his unique and extraordinary appearance. At his lecture which closed the round of the lectures of the conference, he argued that in an era where social media dominates, brands need stories. He believes that brands need to understand the power of the consumer, and put emphasis on the consumers’ experience ; Experience is the heart of the story, but the emotional connection between the consumer and the brand is its core. The brand is only a perception.
David Shing also emphasized the importance of technology, content and distribution – the basis for advertising in the digital world. He revealed that last month 70 % of consumers shared some content; these shares are links and links are leading to consumers’ action.
At the end of the competition won the Irish start – up Pocket Anatomy that developed application that allows studying the human anatomy, with a virtual tour of 360 degrees in the human body.In summary, The Next Web technology conference shows that the technological world is also based on content, emotion, and of course you can’t do without distribution through influencers & bloggers.