Don Draper goes digital part 2
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This document discusses the evolution of communication from simple broadcasts to complex conversations. It traces the shift from one-way communication to two-way dialogues as audiences moved from passive consumers to active community members. New technologies have changed cultural practices by enabling constant 360-degree brand communication across digital and social media spaces. However, the focus should remain on emerging behaviors rather than just new technologies. The future of communication lies in understanding audiences and inviting them into brand stories through meaningful engagement and participation.
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Don Draper goes digital part 2
- 1. DON DRAPER GOES DIGITAL AND BEYOND Part 2
- 2. What happened to communication? What really happened to communication? What happened to people’s heads? What happened to strategy? What happened to agencies? WHAT’S NEXT?
- 3. WHAT REALLY HAPPENED TO COMMUNICATION?
- 4. Sandro Botticelli's the Birth of Venus. c. 1480 Drawing is a form of visual expression that makes use of any number of drawing instruments to mark a two-dimensional medium
- 5. TARGET TRANSMITTER BRAND TARGET RECEIVERS TARGET Communication as Broadcast
- 6. Pablo Picasso’s cubist work In cubist artworks instead of depicting objects from one viewpoint, the artist depicts the subject from a multitude of viewpoints to represent the subject in a greater context.
- 7. TARGET TARGET TARGET TARGET TARGET TARGET TARGET BRAND TARGET TARGET TARGET TARGET TARGET TARGET TARGET Communication as Conversation
- 10. Marcus Tullius Cicero Cicero’s Rules for Good Conversation: speak clearly, do not interrupt, be courteous, speak easily, but not too much, give others their turn, deal seriously with serious matters, gracefully with lighter ones, never criticize people behind their backs, stick to subjects of general interests, do not talk about yourself, never lose your temper.
- 11. We can’t treat people as consumers anymore.
- 12. Audience is the way we talk about people. Calling them consumers assumes they are ready and willing to consume. We don’t think that’s the way the world works. We need to understand audience behavior, earn their attention and invite them into our brand story.
- 13. WEB POOLS HUBS people connected to each-other people connected to an idea people connected to a leader Communication as Communitization
- 14. 360 DEGREE & 24/7 LIVE BRAND COMMUNICATION
- 15. MEDIA SPACE & MESSAGE TIMING
- 16. Media - System AWARENESS ATL INTERACTION BTL ENGAGEMENT PARTICIPATION DIGITAL SOCIAL
- 18. Henry Jenkins, MIT “Our focus should be not on emerging technologies but on emerging cultural practices.”
- 19. Antonis Kocheilas, Managing Partner LOWE Athens email: antonis.kocheilas@loweworldwide.com linkedin: http://gr.linkedin.com/pub/antonis-kocheilas/6/9b8/844 I am a strategic planner by trade. I am deeply interested in all developments in the theory and practice of Strategic Marketing and Integrated Communications. I have a fascination around the evolutionary impact of technology and Media on the human experience. Therefore I read extensively on the subject and keep myself up to date in every way accessible.
- 20. To be continued... Tell me what do you think?
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- Marketers need to see the media ecosystem as a whole. This involves carefully crafting a narrative and having it propagate and reverberate across four interconnected spheres -- what some are calling transmedia storytelling.\n
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