D-RAFT: Big Brands Are Behind Startups
Media Communication Landscape Is Changing Dramatically.
It’s obvious nowadays. We wrote about it before. There was a time when paid media was the best and most effective way to sell our products and services, but not anymore. Today brands are investing in their own media and hiring professional journalists to be closer to the customer, tell stories directly and create shareable, popular content, filled with what its audience is interested in. We – on the other hand – are wondering if brand journalism is going to save the traditional journalism.
There was a time when we would use only traditional channels to reach our audience but just few years ago Coke exec, Ashley Brown, annouced that he wanted to kill press releases and got rid of them entirely by 2015. Is press release already dead, then? I don’t think so, but for sure it looks different now. One thing, which didn’t change, is that in most of the cases is still dull and boring.
Additionally, today’s consumers are more enlightened and empowered than ever. And they are placing ever-greater demands on their retailers to either “get it right” or lose their business.
Social media are moving towards real-time, apps are becoming more and more robust while concerns over data privacy are growing. Finally, we have to admit that the future is a Digital Thing and deal with experts’ predictions such as:
- by 2018, 20% of all business content will be authored by machines ,
- by 2020, smart agents will facilitate 40% of mobile interactions, and the post-app era will begin to dominate,
- by 2018, 6 billion connected things will be requesting support.
There Is Only One Solution: Adapt and Learn Instantly or Die. And Startups Know It.
Magdalena Dziewguć, Head of Google for Work, shared during the D-Raft Demo Day panel the digression from her very beginnings at Google. She believed that „she finally would be in the centre of the innovation” but somebody on the onboarding session told her sincerly: „We are so behind”. Today Dziewguć is admitting that big brands can learn a lot from start-ups, because „all those crazy startups are great and have better ideas”.
What Else Should We Remember After D-RAFT Corporate Demo Day?
- Digital transformation is the most difficult project you can pick up. But you have to do it. Otherwise you will die. It’s just a matter of time /Magdalena Dziewguć/
- The total tech and media attention up for grabs is enormous: more than half the waking day is spent on tech and media (11:05 hours we spend on media and consumer tech activity, 6:04 on work & education, 7:13 on other work activities and 7:06 on sleep) /Tomasz Rudolf, CEO, D-Raft basing on Bureau of Labor Statistics/
- An increasingly large numer of players are competing for consumers’ video time and attention, with traditional TV still capturing 72% of all viewing //Tomasz Rudolf, CEO, D-Raft basing on Bureau of Labor Statistics/
- Everyone is connected. Infrastructure no longer will be an issue /Christian Anting, TVN Management Board Member in chargé of Digital & e-Commerce/
- Time & topic of your message are under control of users. You will give them all they want, whenever they want and wherever they want.
- Content is the King but King doesn’t have to be highborn.
- Communication is nowadays more contextual: personalized, geolocated and just-in-time.
- The greatest communication challenge for many companies is to reach the millennials and really become relevant for them /Johan Othelius, Squid @squid_app /
What Did startups’ Representatives, Present at the Conference, Underline?
Samba TV @samba_tv Borys Musielak:
At Samba TV we believe that the future of media measurement lies indelivery agnostic, cross platform, integrated, holistic and 1:1.
How to Win in Such a Competitive Community?
Bwith.us, Tomek Gola:
I’d say – it is crucial to find what motivates you most. In this case the overwhelming competition is not a demotivating factor. Since photography inspires me personally, luckily, it has become my profession – I strive to do my best on each and every project. BWITH.US has emerged in a gap I had seen in the market. It is being developed without the aim of bringing tremendous revenues in cash. It is rather a playground for our ideas to create a great tool, that will serve other people and companies to their advantage. If it proves successful economically – of course we will be happy about it.
Future of Virtual Reality:
Immersion, (@immersionVR), Manal Hammadi:
Virtual Reality is the new big thing in the world of technology, and with the large investment from huge corporations like Facebook, Samsung, Sony and HTC confirm that what is coming is the VR era. It is a matter of time until VR takes over, the more accessibility people will have to VR headsets the more we will notice the shift happening.
What Profits Give You Such Events?
Metricso (@Metricsocom), Szymon Szymanski:
Honestly, this is first time when we attended that kind of event, and i love it. This format is absolutely the best for startups. Instead of telling about your vision, etc you’re just pitching your product. We had a great opportunity to meet and talk, face to face, with our potential clients. Tell them about our solution and find out how we can help them. No time wasting, pure sales :)
What Startup Should Be Focused On?
Metricso (@Metricsocom), Szymon Szymanski:
I always keep saying that modern communication should start and finish with consumers. At the very beginning we need to identify and describe them. Then start to get to know them better. When you know who your audience is you can find common language with them. Relevance is a crucial factor in communication. We, as brands, need to adjust to our consumers and create communication that they want to receive.
The Key to the Success
Survicate (@Survicate) Kamil Rejent:
A mix of everything – right idea for the right market, vision, great team, experience in a domain, timing, ability to act fast, to change, persistence and few other things I missed for sure.
Most Important Trend to Follow?
Risen / Mega City, Duke Vu:
Content, as always will be the most important thing for media and communication. And content will be increasingly generated by the users themselves, so the best thing media can do is to build ecosystems and platforms which will encourage user-generated content. The industry will have to be more “open-source” and transparent.
Poland – Good for Launch?
Squid (@squid_app), Johan Othelius:
Poland is the country with the fastest growth in mobile usage among young people in Europe, especially in Android usage. I believe media in Poland is very interested in mobile development. They are open to try new opportunities to be part of young people’s daily mobile life.
What Makes Your Brand Unic?
Europe Money20/20, Patrick Nobbs:
The brand is unique because it brings together every aspect of Fintech under one roof – covering the technologies and issues that create a direct counterpoint between start-ups and disruptors with some of the top C-level executives Europe has to offer.
The key for start-ups is to focus on connecting with the contacts and businesses that can deliver mutual growth and collaboration – either by attendinfg, sponsoring or exhibiting. Money2020 provides a platform for startups to make these critical connections and has come to Europe to bring global focus to the event and those who attend it.