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Multiplicity & The Implications For Segmentation
Multiplicity & The Implications For Segmentation
DUALITY MULTIPLICITY
A fascinating escape from normal Now digital is part of life, we
life. ‘Otherness’ and wonder don’t even notice we’re doing it
Post Digital Age: being many things, all at the same time
3
• Portfolio careers
• Creative generalists
What does this mean for brands? What does this mean for
consumer segmentation?
So what?
Exchange
Mushrooming communities
providing infrastructure for
exchange networks and recycling
Check ins
Location based social networking where life is like a
video game: checkins can translate into real life credit
and freebies
So what?
Social media gives young people a voice and allows them to ‘get
involved’
“If I want everyone to go to my website and buy my new book, it’s incredibly
useful to have 100,000 followers on Facebook. If I want to start a political
movement to overthrow a tyrannical regime, it may be less useful”
Malcolm Gladwell , Vancouver Mail April 2010
Autism Talkathon
So what?
Young people are creating more content than ever before: only
30% of content consumed is professional
X
"We believe Peperami is a brand that deserves radical creative solutions and are
confident taking our brief out to thousands rather than a small team of creatives will
provide us with the best possible idea and take our advertising to the next level
Peperami marketing manager, Noam Buchalter
HOWEVER
Secrecy
Silence
Mystery
A closed
community of
developers
A middle way that captures the artistry within the brand and
encourages the creativity of the community?
The Many
The Few
The Amateur
The Expert
Conversation
Monologue