A (personal) Communication View

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Presentación de Fernando de la Rosa en la apertura del Master de Marketing en FUNDESEM (Alicante).

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A (personal) Communication View

  1. 1. MARKETING TODAY
  2. 2. CRISIS
  3. 3. CRISIS I do not want to talk about
  4. 4. MARKETING TODAY & TOMORROW
  5. 5. WHO HOW WHAT TARGET MEDIA BRAND
  6. 6. WHO HOW WHAT TARGET MEDIA BRAND
  7. 7. LET’S IMAGINE OUR TARGET IS
  8. 8. PEPE= (Man/urban/mid-income/18-30)
  9. 9. TRADITIONAL SEGMENTATION ASSUMES EVERYONE “FEELS THE SAME” PEPE (Man/urban/mid-income/18-30) 28
  10. 10. "The children now love luxury; they have bad manners, contempt for authority; they show disrespect for elders and love chatter in place of exercise. Children are now tyrants, not the servants of their households. They no longer rise when elders enter the room. They contradict their parents, chatter before company, gobble up dainties at the table, cross their legs, and tyrannize their teachers.” Do you agree with this comment?
  11. 11. "The children now love luxury; they have bad manners, contempt for authority; they show disrespect for elders and love chatter in place of exercise. Children are now tyrants, not the servants of their households. They no longer rise when elders enter the room. They contradict their parents, chatter before company, gobble up dainties at the table, cross their legs, and tyrannize their teachers.” Do you agree with this comment? Socrates 400 b.c.
  12. 12. LET’S START WITH A SIMPLE TRUTH: IN GENERAL PEOPLE DO NOT CARE ABOUT BRANDS Often our biggest mistake as managers is believing that, in general, customers care a lot about your brand. They do not.” LONDON BUSINESS SCHOOL
  13. 13. NEITHER DO PEOPLE REALLY CARE ABOUT ADVERTISING “ Nobody reads advertising. People read what interest them. And sometimes is an ad” FREDAM MANDER & GOSSAGE
  14. 14. of consumers don’t believe that companies tell the truth in advertisements 76% Yankelowich
  15. 15. FALSE IS THE TERM MOST CLOSELY ASSOCIATED WITH ADVERTISING
  16. 16. THE GAP BETWEEN ADVERTISING & REALITY IS HUGE
  17. 17. Anonymous Case: UK Consumer Electronics Top 3 Purchase Influencers % In-store Sales Associate 49 In-store demonstration 36 Word-of-mouth from family & friends 33 Newspaper Coupons 25 Internet 21 Product/Company Information 16 Retailer information 14 Other 14 Magazines 4 TV 4 Radio 3
  18. 18. In most cases the consumer considers the advertising contents uninteresting.
  19. 19. PEPE IS REALLY DEMANDING WITH BRANDS
  20. 20. We need to BE INTERESTING
  21. 21. <ul><li>Literaly </li></ul><ul><li>Be Interesting </li></ul><ul><li>Leave an impression to somebody. </li></ul><ul><li>Inspire affection to somebody. </li></ul><ul><li>Interact and maintain the attention, with what you are saying. </li></ul><ul><li>Take part on other people business, as they were yours. </li></ul><ul><li>Give part of a business that can have some utility. </li></ul>
  22. 22. <ul><li>Leave an impression to somebody or IMPACT </li></ul><ul><li>We need to capture the attention, we need to surprise and be relevant. </li></ul>
  23. 23. <ul><li>Inspire affection to somebody or PROPOSE A GOOD CONVERSATION </li></ul><ul><li>We have to find out a story to start a conversation arround our brand values. </li></ul>
  24. 24. <ul><li>Interact or ENGAGE . </li></ul><ul><li>We need to engage consumers around our brand values, make them feel and generate unique experiences. </li></ul>
  25. 25. <ul><li>Take part on other people business or CREATE FANS. </li></ul><ul><li>We need to construct a fans bases to spread the brand mesage to the rest. </li></ul>
  26. 26. <ul><li>Give part of a business o LISTEN . </li></ul><ul><li>We need to interact with consumers, detect & response to oportunities. Is not about talking to consumers. IS about talking with consumers. </li></ul>
  27. 27. BE INTERESTING Is this going to help my business?
  28. 28. INTERBRAND 08 THERE IS A DIRECT RELATION BETWEEN BRAND INTEREST & BUSINESS GROWTH
  29. 29. INTERESTING, Anything that makes you be part of their conversation HOW IS PEPE USING THE MEDIA?
  30. 30. WHO HOW WHAT TARGET MEDIA BRAND
  31. 31. Consumer is saturated
  32. 32. MORE THAN 19 MIN OF ADS INTERRUPTION IN THE MIDDLE OF A MOVIE!!!!!!!
  33. 33. We are living in a SPAM world
  34. 34. AND MORE AND MORE MEDIA ARE COMING Consumo de medios: media de horas por semana ERA ANALÓGICA ERA DIGITAL 0 10 20 30 40 50 60 70 80 90 100 1960 1980 2000 2020 Prensa escrita 1920 1940 TV digital Radio analógica Cine Exterior Móviles Radio digital Juegos Internet TV analógica
  35. 35. <ul><li>Brands have to deal with people who spend more time with more media in differend ways </li></ul>VOLATILE MEDIA USAGE
  36. 36. Nowadays there is an attention deficit problem. People are used to paying attention to various things at the same time, that’s why we devote less attention to something we don’t find interesting… like advertising.
  37. 37. PEOPLE NO LONGER HAVE TO ADAPT TO BROADCAST DECISITIONS INDIVIDUAL MEDIA USAGE
  38. 38. Fuente: EGM 2º acum. Móvil 2009/Infoadex Enero Junio Primeras marcas con tg joven Consumo de medios Individuos 18-25 vs. Inversión marcas HOW WE ARE GOING TO CONNECT WITH PEPE?
  39. 39. BRAND SHOULD REMIND IT SELF WHAT THEY ACTUAL JOB IS. “ We are not in the business of keeping the media alive. We are in the business of connecting with consumers” NIKE GLOBAL BRAND MANAGER
  40. 40. TODAY’S POSSIBILITIES TO CONNECT ARE ENDLESS. “ in an interconnected world, media is everywhere” HAVAS MEDIA LAB
  41. 41. EVERYTHING A BRAND DOES THAT CONECTS WITH A CONSUMER IS A MEDIA
  42. 42. INTERESTING, Anything that makes you be part of their conversation.
  43. 43. ARE WE HAVING A GOOD CONVERSATIONS WITH PEPE?
  44. 44. <ul><li>Astra Graph </li></ul><ul><li>Brand Attributes </li></ul>Brand nearness Index
  45. 45. <ul><li>MARKETERS TODAY INVEST MORE MONEY IN FINDING NEW CUSTOMERS THAN IN FURTHER DEVELOPING CURRENT CUSTOMERS . </li></ul>
  46. 46. WHO HOW WHAT TARGET MEDIA BRAND
  47. 47. What evet we thing we have to ask us, IS THIS GOING TO BE INTERESTING TO PEPE? IS THIS GOING TO HELP TO BE PART OF A CONVERSATION WITH PEPE?

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