David Shing makes sense. Gawker’s ValleyWag? Not so much.

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David Shing makes sense. Gawker’s ValleyWag? Not so much.

I just read Shingy Just Spent 20 Minutes Yelling Insane Gibberish on a Stage by Sam Biddle over on Gawker’s ValleyWag. Now, normally I don’t write response posts (actually I believe this will be my first), but I wanted to take a moment to disagree with everything that post is about. Let’s point out that I haven’t heard of David Shing before reading/watching the ValleyWag post.

If you follow the world of online marketing and advertising, most everything that Shing said in that horribly edited (20 minutes down to 4?) video, made sense. Let’s take a look at the bullet points takeaways that Biddle points out and take a moment to explain them:

    • Hyper-gratification
      In the world of marketing and social media today, people are bombarded by advertisements. Banner-ads, social media ads, signs, mobile ads, audio ads, radio ads, and more all try to snag our attention.  Marketers have to get their signal through to us while competing with the market noise from other brands. When they do get their signals through, it is essential to instill a sense of gratification with whatever product/signal is being transmitted/communicated. If your customers aren’t hyper-gratified in this day and age, they’ll move on to your competition in a heartbeat.
    • Videos are good
      Videos are INSANELY good right now. Facebook, Instagram and a few other big social media world players have been rolling out video ad functions where videos will automatically play as you’re scrolling past them in your social media feeds. Movement on the screen attracts attention. Attention = a chance for your targeted messages to get seen.
    • “Sound will be very important to us in the future”
      Want to know which of the 5 sense signals reaches your brain the fastest and causes you to react to your surroundings? It’s sound. Combine that fact with some very interesting sound technology, that can beam sound directly to a spot a few hundred meters away, and you’ve got a very fun combination for new ways to market to potential customers.
    • Wearables
      Wearable technology and the potentials of wearable tech is exciting. Right now, there are bluetooth shirts that allow you to feel the touch of a partner or friend from around the world, video screens that are being embedded into shirts, micro batteries that will allow your phone to stay charged for weeks, and new smart watches that integrate with everything. Wearable tech is just coming into existance and it’s the most exciting thing to happen. Ever. Heck, even I’m getting into creating wearable tech. Check out this wonderful TED talk touching on wearable tech.

    • 6-?
      No idea on this one.
    • Embrace always logged in
      People are sleeping with their smart phones. They’re even swimming with them at this point. Combine this with new data on how people interact online, Neuro Science, and content driven, relevant, Facebook trying to connect the world, value added marketing and it changes how companies interact with everyone on this planet.
    • Embrace Platforms
      Platforms are the wild West right now. Who knows what app might show up on some platform that catapults everyone associated with that product/platform into financial stardom. Can you integrate the platforms? You’re a superstar. Go forth and get hired.
    • Co-Create
      Actually, I haven’t heard this one all that much. It’s fantastic though and it has to happen more. One of the biggest issues that I keep finding in the world today is generalization of skills. Oh, you’re a marketer? Yeah that’s nice but can you do lead generation? Co-creating, working together, and bringing in the specialists will make sure a product is done right. Heck, maybe if the Government actually had some web development companies co-create the https://www.healthcare.gov/ site, it wouldn’t have been such a fiasco.
    • Ever seen a cat with Wi-Fi?
      No, but I’m not really paying attention to Cats. I do know about plants that tweet though… and you HAVE to watch the video.

  • Who gave that cat Wi-Fi?
    If the cat has Wi-Fi, some really interesting people spent some time giving that cat Wi-Fi. Speaking of which, if the cat can have Wi-Fi, maybe that person can help develop stuff with feelSpace. My idea? Wearable tech for the blind so they can have a dance space and create movement art. More on that later.
  • What’s the future of purple? Dark purple.
    OMG Color!!! More neuroscience and marketing crossovers.

If you exist or pay attention in the world of Online Marketing, David Shing was pointing out some of the trends that are happening in our online world now. He might not be the greatest presenter, but he certainly is talking about the right things.

There’s more to talk about, but I’m in the process of moving so I’ll have to write more later.

About Nate: A marketing/advertising/creative/web designer/performer living in Seattle and performing around the world. You can find more of his work on Limitless Reflection.

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