The Digital Challenge, Christos Latos, EDEE

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Presented at EDEE event "The Digital Challenge", January 23rd 2008, Athens Greece

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The Digital Challenge, Christos Latos, EDEE

  1. 1. ΕΔΕΕ – Τομέας A μεσου Μάρκετινγκ The Digital Challenge
  2. 2. Marketing & Media Ecosystem 2010 <ul><li>A joint cross-industry study between the IAB, ANA (Association of National Advertisers), AAAA (American Association of Advertising Agencies). </li></ul><ul><li>The study was conducted so as to identify the ways in which the complex media environment is reshaping the marketing ecosystem. </li></ul><ul><li>It was based on responses from over 250 marketers as well as in-depth interviews with over 75 leading marketers, agencies, and media company senior executives (CMO, CEO and VP). </li></ul><ul><li>http://www.iab.net/insights_research/iab_news_article/64401?o12499 </li></ul>
  3. 3. Marketing as a Conversation <ul><li>Listen, facilitate and create advocacy. Marketing is less about pushing messages at consumers and more about co-creating experiences with consumers. </li></ul>
  4. 4. Marketing + Math <ul><li>Data quality, quantity, and accessibility have brought math to marketing. New digital tools, predictive models, and behavioral targeting will turn insight into foresight . </li></ul>
  5. 5. Mind the Gap <ul><li>Marketing spending in digital is far from commensurate with consumer behavior shifts – when will the divide between traditional and nontraditional media end? </li></ul>
  6. 6. The “Digitally Savvy” Organization <ul><li>Technology without the an aligned organization, the right talent , and a progressive culture is inadequate. Functional skills are rising to the level of brand strategy. </li></ul>

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