Adaptation or revolution
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Communication in the 2009 crisis. Adaptation or revolution?
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my view over the crisis in 2009
Transcript of Adaptation or revolution
Communication in the 2009 crisis. Adaptation or revolution?
We have a crisis.Who can help us?
The Economist Sep 2008
• All crises bring progress. It’s in crisis that inventive is born, as well as discoveries, and big strategies.
• Incompetence is the true crisis.
Einstein
Us!
The crisis in everyday life
1. Do I need that product?
2. Is it the best for my budget?
3. Did I look at all the products on the shelf?
The crisis in marketing
1. Do I need that product? / strategy
2. Is it the best for my budget? / efficiency
3. Did I look at all the products on the shelf? / research
Is it possible to obtain the same effects with a lower marketing budget?
Is it possible to obtain the same effects with a lower marketing budget?
Yes
Is it possible to obtain the same effects with a lower marketing budget?
Yes
No
Is it possible to obtain the same effects with a lower marketing budget?
Yes
No
Not us
We understand that we don’t understand our audience?
People that decide budgets
Clients
Transport Expensive car Public
Vacation Exotic places Crowded resorts
Read Books, industry magazines
Social networks
Free time Exclusive occupations Disco’s, clubs, parties
Shop boutiques Malls
We understand that we don’t understand our audience?
People that decide budgets
Clients
Transport Expensive car Public
Vacation Exotic places Crowded resorts
Read Books, industry magazines
Social networks
Free time Exclusive occupations Disco’s, clubs, parties
Shop boutiques Malls
Number of people involved
1-5 100’s
HistoryTV
1920-1950 – 30 years
30 second movies
segmentation
adaptation of the message
Internet
1994-2009 – 15 years
not only a media, an entire world
• Adaptation or revolution?TV advertising vs. print advertising
moving images
sound
magic
• Adaptation or revolution?TV advertising vs. print advertising
moving images
sound
magic
Online advertising vs. classical advertising
banners = print formats
video = TV advertising
text ads = directories
• Adaptation or revolution?TV advertising vs. print advertising
moving images
sound
magic
Online advertising vs. classical advertising
banners = print formats
video = TV advertising
text ads = directories
Where’s the magic?
Optimistic final
-Q: Have you been affected by the dot-com slowdown of the past year?A: Sure. Everyone is affected by it -- I mean the changing conditions. I think in a lot of ways it has been good for us, because it makes us stand out more from our competitors and from other companies.
Larry Page MARCH 13, 2001
Interview in Businessweek
Optimistic final
-Q: Have you been affected by the dot-com slowdown of the past year?A: Sure. Everyone is affected by it -- I mean the changing conditions. I think in a lot of ways it has been good for us, because it makes us stand out more from our competitors and from other companies.
Larry Page MARCH 13, 2001
Interview in Businessweek
The barely 10-year-old Google is the world’s most powerful brand, followed by General Electric and Microsoft, according to a survey conducted by Millward Brown’s BrandZ index.
Feb 2007
Calin RotarusManaging Director ARBOinteractive
mailto:calin.rotarus@arbointeractive.ro-------------------------------------------------------
tel. +40 (0) 372.111.777http://www.arbointeractive.ro
Adress: Bdul Iuliu Maniu, nr. 7, corp A, etaj 3, sect. 6 Bucuresti
