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Digital Winners 2013: Jamie anderson afternoon_shared

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Digital Winners 7-8 November: …

Digital Winners 7-8 November:
Becoming a Digital Winner – Lady Gaga, Jamie Anderson

Published in Marketing , Technology , Art & Photos
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  • A recent consumer survey in UK showed that people’s brand recall of an experience is 60%, while for newspapers only 30% and for TV almost as low as 20%. As more companies start to understand the importance of producing cultural capital, authentic brand experiences are becoming increasingly important in order for brands to connect deeper with their customers and get the desired customer attention. To be effective, the experience of a brand has to be rooted in the story the company tells, and appeal to as many of the human senses – i.e. sight, hearing, touch, smell and taste – as possible, and the more meaningful the experience is, the more cultural capital will be associated with it.

Transcript

  • 1. Professor Jamie Anderson jamie.anderson@ams.ac.be Twitter: @ProfJamieA
  • 2. 7:47
  • 3. e1 Excitement
  • 4. Search Volume Index Lady Gaga V’s Madonna
  • 5. 2,166, 159, 868 Lady Gaga is consistently one of YouTube’s most downloaded musical artists, averaging more than 85 million views per month!
  • 6. 200 Concerts $227.4 million 2.5 million people
  • 7. e1 Excitement e2 Empathy
  • 8. e1 Excitement e2 Empathy e3 Exclusivity
  • 9. GAGANOMICS 23 million albums 91 million singles
  • 10. $0.99 $8.39 $2.6 million (430,000)
  • 11. “I can sit down with the analytics guy from Spotify, and he shows me what is trending with fans by artist, genre and country…We've never had this kind of direct relationship with an audience.” Troy Carter
  • 12. e1 Excitement e3 Exclusivity 4E = Digital Winners e2 Empathy e4 eCommerce