Personal Expression has become a new form of Entertainment:David Shing

Witty, engaging and refreshingly outspoken, a self-styled digital guru provides current context and a historical perspective on technology. He lays out his vision of the brave new world of marketing and encourages the consumer to embrace and take risk.

David Shing is employed by AOL as the residential’ Digital Prophet’ flying around the world and keeping the Company updated about what digital changes are taking place. That after all, is what prophets do.

In his session in Promoxbda 2015 he talked about the art of radiant thinking, a form of visual outlining. It may seem superficial but once mastered it provides a powerful tool for managing overload information and the changing innovation happening around the world.

He provided insights about the art of 6 second storytelling, how audience are moving from TV to mobile, role that the viewer’s play in creating their own content and how personal experience in advertisement has become a new form of entertainment.

“The beauty of Social Networking is that Audience is building on audience” an insight into how the content has become audience centric, it has become a form of new conversation for this generation. At the same time he threw light on how people are influenced by their peers. How technology has made the world more transparent visually and led to new innovations.

While he believes that Technology has become human by designs, it has the opportunity to target the right person at the right time.

On the trend’s that is followed by the market he believed that ‘marketing will always follow human behaviour’. While sharing his views it was pointed out that Brand has become a form of experience. One of the mantra that market should follow when it comes to Brand is to focus; Focus should always be the key player.
While pointing out how the three universal colours Red, Blue and yellow is the base for creating the advertisement in the same way Technology, content and Distribution also plays a fundamental role in advertisement. These three form the very basis of how advertisement should be moulded.

He gave an example on how one does not need to go to iTunes to connect to a larger audience, instead one can always take the social and the video route. He further quoted ‘consumer is controlling the commerce’ on how it has become a need of the economy to whet the hunger of the consumer and power now lies in the hand of the consumer.

In today’s time the attention of the country has shifted towards collaboration, moving from digital revolution to technological Revolution. This is the time where everyone is launching anything and everything which is creating a direct form of intimacy between each and every consumer and forming a ‘digital perfect environment’.

While talking about the Indian Market and the growth within it, he believes“ it depends on the consumers a lot, depends on your adoption, you have a great market here, your market is somewhere close to 500- 750 million dollars, but if you think about it  you are approx 1.3 billion people and almost 50% are connected to smart phones. That is already a big market”.

His take while talking about consumer loyalty towards brand “Content is the base when it comes to India and not the brand or the hardware”, further adding on how from India being a country about outsourcing it has become a nation of invention.  There is massive development that can take place in India in terms of social and technology development.

He concludes by adding “A lot is happening, start investing in your technology, Asia is a nation of emotion and that is how one can retain the culture”.