Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
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Transcript of Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Digital AgeChanges, challenges
opportunities for agencies and account planners
Zigurds ZaķisDOMINO BBDO, stratēģiskās plānošanas vadītājs
http://zz.typepad.com/LV
The spread (and availability) of
Internet and digital
technologies
is the biggest development in the
history of mankind since industrial
revolution
tirgus placis?
http://www.flickr.com/photos/georgeaugustine/2116513291/
1448
I. Printing Press
Opregte Haarlemsche Courant, 1656 - 1942 New York Times, §
Alexander Graham Bell's first telephone.
Voice sounds were transmitted for the first timeon June 3, 1875
2. Telephone
Kineskops, 1888Fonogrāfs, 1877 Mikrofons, 1877
3. Recorded media
1901
4. Broadcast
Mass Media Age:
main characteristics
• Mass communication (Broad-cast)
• One-Direction communication
• Limited number of choices
• Limited opportunities of self-expressing
• A lack of co-operation opportunities
Source: http://www.flickr.com/photos/giginger/75541830/
1995
This is going to change
everything!
7 changes
influencing our job
1. broadband
(internet)
at home
The single biggest change
influencing our job
Rapidly increasing number
of broadband internet users at home!
Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
Source: http://www.flickr.com/photos/aderowbotham/81475981/
Multitasking
Constant Partial Attention
Economy
Abundanceof information
Critical Skills:
(To Find)
To Choose
To Evaluate
To Use
To Develop
To Learn
+ + =
Find anything
Share anything
Ignore anything,That is not interesting or valuable
for me
2.
Search And abundance of
information
Step 0 of any digital strategy!
Getting your
“Now-What” right
I have seen an ad ... I have heard some good references ... I am intrigued!
Or I need to solve a problem ...
Now what???
.aAnno 1998.
Launched Adwords in 2003 The most powerful computing infrastructure on the planet
‘’’’‘
‘
SEO
Google Adwords
How does your
Brand looks
in digital environment?
Hundreds of free-of-charge or low-budget opportunities
Hundreds of tools available
Source for “Social Systems”: David Armano, http://darmano.typepad.com
3. VideoShow, don’t tell
7’463’000’000
78’000’000 videos (March, 2008)
2’400’000’000 search queries
80% - Customer created content
vs. 78’000’000 videos @ YouTube ...
http://www.sedinkjole.no/
4.Shopping
From pure rationality to creating experiences
from:
Simple, functionallyconvenient shopping
to: Creating experiences,while supporting maximum functionality
Customizeor
Create your version of product
Full Multimedia Experience (HQ)
5. Social platforms
from: connecting (Being Together)
to: Sharing, Creating, Developing,Collaborating
27/08/2009 - 426’718 entries in Russian
Think
Social Platforms
rather than
Social Media
tirgus placis?
Participation
Listening
sharing
Maintaining conversations
Being honest
Creating value
"The magic of social media
is not what happens in social media,
but what happens outside of it,
because of it"
Paul Isakson
6.The Age of Mass
Creativity
Creative self-expression was privilege
Not Anymore
Toolsto record, create, edit, publish
Platformsto learn, grow, share, publish
Customizeor
Create your version of product
Improve product or service
Submit content
Customer CreatedAds for Superbowl
Doritos (2007)
http://www.youtube.com/watch?v=3YJbbA_4TfQ
falling production costs
Growing demand
for superior experience(idea + using the channel in right way + quality of production)
7. Mobile
iPhone AppStoreJuly, 2008
darbs
The main
consequence
for agencies and
marketers
Message We
Thecustomer
Source: http://www.flickr.com/photos/zach_manchester/2600077403/sizes/l/
+ + =
Find anything
Share anything
Ignore anything,That is not interesting or valuable
for me
Message We
Thecustomer
Push is dead!
Welcome to the age of PULL!
The age of PULL:
What pulls?
?
Thecustomer
Banners?rarely ....
What pulls?
1.Create content that customer
seeks out and share
Great
Storytelling
Create Experience
Video
Multimedia
Aesthetics + Functionality
Social Currency
Something worth talk about
Something worth to share with friends
Great content is social currency
2.Create value
Make his life better, easier, richer
Involve customer
Unleash their creative potential
Collaboration
Collective intelligence
Customization and personlization
Be Deep and Meaningful
“The days of making funny things
that may or may not have and effect
on the clients business are ending”
Jeff Benjamin
Interactive Creative director
Crispin Porter + Bogusky
via: http://paulisakson.typepad.com/planning/2008/03/the-future-of-m.html
Be Deep and Meaningful
“It is not what you say that
matters, it what you do”
Strategy
in digital age
Increasing role and changing value of design
Don’t focus on technology.
Focus on customer needs, wants and behavior.
Understanding
customer
Understanding
creativity
Understanding
business
Account Planning: 1960s-2000s
Understanding
customer and society /groups
Understanding
creativity
Understanding
business
Understanding
technology(what it enables rather than what is possible to do by it)
but not focusing on it!
Understanding
customer and society /groups
Understanding
creativity
Understanding
business
Understanding
technology(what it enables rather than what is possible to do by it)
but not focusing on it!
What really pulls?
15 minutes break!