IAB Podcast - Liquid Innovation | IAB Forum 2019
Reading Time: 24-33 minutes
When the philosopher and sociologist Zygmunt Bauman published the book ‘Liquid Modernity’ in 1999, the world he described was one in which users and consumers were transforming.
Today, 20 years after the publication of that book, brands must communicate successfully to the natives of the liquid society, users without solid reference points and with constantly changing ideals of perfection.
The certainties of the great post-internet communicators are no longer valid for Millennials and especially for Generation Z. The attention span is lowered, workflows and entertainment modes change.
At IAB Forum 2019 I will interview eight speakers, including founders of startups and new generation communicators, activists in this new era of attention seeking, with whom I will discuss the approaches used to speak to digital natives with original, pro-active and flexible storytelling.
Below is the complete program, if instead you want to come for FREE to the conference, write to me on Twitter or Instagram, I have a few dozen tickets: @ijaack94.
Update: the podcast is out, below are the links to listen to all the interviews.
November 20th
9:45 - 9:55
Introduction of the day
10:00 - 10:20
Mobile Banking from A to Z
N26 is building the first global Mobile Bank that the world loves to use. Currently, N26 has more than 3.5 million customers in 26 markets, generating a transaction volume of 2 billion euros on a monthly basis. With a full European banking license, cutting-edge technology and no branch network, N26 has redesigned the banking sector for the 21st century and raised more than 670 million USD from the world’s leading investors. There are many reasons to use N26, as many as the alphabet. But what is a millennial or a digital native of generation Z really looking for from the bank of the future?
Andrea Isola, Country Manager Italy, N26
10:25 - 10:45
Smart cities
Waze is one of the most used road navigation apps in the world. Acquired by Google in 2013, it has effectively changed the meaning of ‘community engagement’: maps and traffic, the two fundamental assets of the platform, are directly generated by users. And Waze uses them to help municipalities. Often, communication is done even with just primitive messages: “Hey, watch out, there is an accident here!” How has the dynamic of behavior between individuals changed in this new context?
Dario Mancini, Regional Manager Italy & EMEA Emerging Markets, Waze
11:00 - 11:20
Ignorant Marketing
Who will be doing marketing in the next 10 years? It’s the users of the Marketing Ignorante community, who listen to the Podcast Ignorante and share Post Ignoranti in the Facebook group, which has over 50,000 users. With zero euro investment and 100% user-generated content, Marketing Ignorante aggregates smart millennials looking for ways to do marketing.
Andrea Dibitonto, Co-Founder, Marketing Ignorante
11:25 - 11:45
Political economy pills in 15 seconds
The individual’s attention span has decreased in recent years: the communication challenge is to compress quality content into an increasingly shorter period of time. Imen tells political economy in 15 seconds on Instagram stories, and her over 130,000 followers confirm her commitment. But the line between superficiality and in-depth analysis is very easy to cross: how do you balance truth and attention span?
Imen Boulahrajane, Influencer and popularizer
November 21st
9:45 - 9:55
Introduction of the day
10:00 - 10:20
The bet on growth
Revolut is a promising scale-up, one of those that in the United States they call a ‘unicorn’: started 4 years ago, it promised a multi-currency account and no disadvantageous fees for payments and money transfers abroad. Today, Revolut is a driving force of the Internet of Money, pushing a cultural revolution that goes beyond the budget set in the app: automatic donations for charity, travel insurance, trading of cryptocurrencies and stocks on the stock exchange. It is more than an online account: it is a gateway to a new way of approaching money and understanding traditional finance.
Elena Lavezzi, Head of Southern Europe, Revolut
10:25 - 10:45
(Social) Media Company 2.0
The new generations, as we know, live on social media. Their primary source of information can be Facebook or Instagram. Freeda was born for them: the website is a dynamic page with little information: team description, social numbers and people reached. But if Facebook or Instagram don’t work, how does Freeda work? The pros and cons of communication that is, in addition to being full digital, also full social.
Daria Bernardoni, Chief Content Officer, Freeda
11:00 - 11:20
Changing perception
In a constantly evolving context where every certainty fails and change is a constant, flexible and innovation-oriented communication strategies become a necessary condition. Reverse Studio - a creative agency specialized in Art Direction, UI&UX Design and Digital Strategy - has been dedicating part of its resources for over 4 years to the development of solutions in the field of Virtual Reality and Augmented Reality, with the aim of bringing to life products and services that place experience at the center and lead to a change in consumer perception, no longer a spectator but a conscious protagonist.
Giovanni Carfora, CEO, Reverse Studio
11:25 - 11:45
The arrival point
Riccardo Palombo, tech blogger and reviewer of technological products for over 10 years, has given a turning point to his life: he left his stable job for the most important tech newspaper in Italy to explore original formats. Riccardo is not a millennial, but he communicates with them. He no longer talks only about tech, but also about books, keyboards and culture. Riccardo brings back calm, from the daily frenzy, with his in-depth analyses full of technical curiosities. How does he maintain the engagement of his followers with such content?
Riccardo Palombo, Blogger, Riccardo.IM
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Giacomo Barbieri
Blogger with over 5 years of experience in blogs and newspapers,passionate about AI, 5G and blockchain. Never-ending learner of new technologies and approaches, I believe in the decentralized government and in the Internet of Money.