Marketing & Advertising in the Digital World
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Marketing & Advertising in the Digital World

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The future of Advertising in the Digital World and the shift from pure ADs to Marketing Formats.

The future of Advertising in the Digital World and the shift from pure ADs to Marketing Formats.

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  • Data is the new oil!\n
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  • 1. MARKETING AND ADVERTISINGIN THE DIGITAL WORLD West Africa 2011 this presentation is about: Marketing PositioningBrand Content Context Formats Scenarios
  • 2. gaping void // hugh macleod
  • 3. ONCE UPON A TIME...
  • 4. ADVERTISING ...was about getting louder Television the mother of all media more prospects more salesmarket reach Radio and... Newspapers evolved in & Magazines Outdoor Advertising it all started with a Megaphone time panos sambrakos
  • 5. but one day...people started to talk, talk and talk and marketing became the future of advertising what’s next // paul isakson
  • 6. ?
  • 7. Alli Jiang Punkcore|vn☮ Consumers Trust Real Friends and Virtual Strangersthe Most (Nielsen)Google // Global Search and if the want } to know more... they’ll Google itGoogle // Ghana Search and find out by themselves
  • 8. What about Brands?“Brand personalities Brandshelps Consumers define “I want to be cool!” their own self conceptsand express their identity Consumers to others they did not disappeared and they still love their Consumers but... brand strategist // idris mootee
  • 9. ...not all Brands are equal I I I I I I I I hate hate hate hate hate hate hate hate you you you you you you you you :( :) I I I I I I I I hate hate hate hate hate hate hate hate you you you you you you you you I I I I I I I I hate hate hate hate hate hate hate hate you you you you you you you you Shouting Listening I I I I I I I I Reacting Engaging hate hate hate hate hate hate hate hate you you you you you you you youMaking Big Making Better I I I I I I I I Promises Products hate you hate you hate you hate you hate you love you hate you hate youExplaining Revealing I I I I I I I I hate hate hate hate hate hate hate hate Pitching Offering you you you you you you you you I I I I I I I I hate hate hate hate hate hate hate hate you you you you you you you you and a radical transformation is on the way. brand strategist // idris mootee
  • 10. From Shouting How? to Listening From Pitching to Offering From Brand Hero to Advocacy“Service is the new advertising. alex gisbert // expedia
  • 11. we create...Marketing Formats not ADS.A Marketing Format is a method/solution to: editor of pop africana // oroma elewa- understand expectations- bring value- enable participation- develop target communities- create brand fans
  • 12. Content fuels our Marketing Formats on Sold e lin Traditional Campaigns Marketing Formats 3 days = $9.6 Million “Content isthe new currency paul isakson
  • 13. ...and Context is King Every platform we use toeditor of pop africana // oroma elewa deliver our content is a connection-point with our consumers Every technology influences the way consumer will perceive our message Every community has its own rules
  • 14. in West Africa our Format is called...
  • 15. 2 Marketing Format1 Your Valuable Brand Content 3 The 4 Context
  • 16. - Web & Mobile Campaigning w/ local and international contentstoday (audio and video), - SMS calls-to-actions Sweepstakes - Augmented Reality Promos - Inspirational Music for Streaming and Download - Music events - Branded Mobile Apps - Integrated Streaming Music Platform, tomorrow - Profiled Consumer-Base - Ad Inventory management- Extensive Reports (and more to come..) “Best entertainment project ever launched in Africa!” Chris Ankrah
  • 17. THANK YOU! andrea volpini // InSideOut10
  • 18. Creditsthis presentation is the result of many inspiring ideas and world-wide famous memes, here is the list: Hugh Macleoud, Cartonist - http://www.gapingvoid.com/ Panos Sambrakos, Late night Blogger http://www.panos.gr Paul Isakson, Digital Strategist http://paulisakson.typepad.com Idris Mootee, Innovator http://mootee.typepad.com/ Alex Gisbert, Director at Expedia http://twitter.com/#!/AlexGisbert Alii Jiang, Photographer http://allijiang.wordpress.com/ Punkcore, Photographer http://punkcorevn.blogspot.com/ Oroma Elewa, Fashion Editor http://www.popafricana.com/ any idea, graphics or meme belonging to me is available for sharing, copying and re-mixing under creative commons license 3.0