space used to deliver data
space used to deliver data 
(between people) 
advertisingmedia 
broadcastmedia 
digital media 
electronicmedia 
hypermedia...
technological | digital | media 
technological convergence 
tendency 
different technological systems 
evolve toward 
perf...
technological | digital | media 
digital convergence 
previously separate technologies 
voice (telephony), data (productiv...
technological | digital | media 
media convergence 
merging of mass communication outlets 
print, television, radio, the i...
#lessinterruption 
@mandomando 
Armando “Mando” Liussi Depaoli 
ThisworkisunderaCreativeCommonslicence 
Armando ‘Mando’ Li...
armando‘mando’ liussidepaoli 
+15 yearsas creativedirector & cmo 
marketing & advertising| latam& europa 
thedigital signa...
#lessinterruption 
armando 
mando 
mandomando
#lessinterruption
#lessinterruption
#lessinterruption
#lessinterruption 
puertorico 
mandomando= passing ball game?
#lessinterruption 
philippines 
mandomando= hi!
#lessinterruption 
singapore 
mandomando= hide and seek
#lessinterruption
#lessinterruption 
media convergence needs media monitoring
#lessinterruption 
..but monitoringis research without trash
#lessinterruption 
…and contentvaries from media to media, as well perceptiondoes...
#lessinterruption 
current scenario: data, facts and quotes
#lessinterruptionCarat 2008 | 2012 | 2020 
escape to nowhere 
fragmentation media consumption
#lessinterruption 
social media usageismultiplatform
#lessinterruption 
Medios tradicionales 
fragmentacion 
mobileworld rules
#lessinterruption 
changingbehaviors
http://www.thinkroth.com/ | Whitepaper| http://www.thinkroth.com/QR-Code-Whitepaper.pdf
#lessinterruption 
The CluetrainLost
#lessinterruption 
fact: we lost the captiveaudience
#lessinterruption 
fact: companies do not still have enough digital culture in media communication
#lessinterruption 
fact: companies do not still have enough digital culture in media communication
#lessinterruption 
the key to survive is 
less interruption 
(focusing on insights profiles, 
media behaviors) 
going to m...
Mobile AdsSucks: Steve Jobsen Business Week 
Enero 2010 / Affaire Adidas 
BloombergBusinessweek 
“mobileadssucks” 
stevejo...
#lessinterruption 
the key to survive is less interruption but more conversation 
(screens, 
prevailed!)
#lessinterruption 
nomophobia… ok?
#lessinterruption 
nomophobia… ok?
#lessinterruption…back to the cluetrain lost
#lessinterruptionThe first advertisement and the others 
Lay preachers & criers 
(Paris, France) | 1269
#lessinterruption 
Until … 
… Gutemberg(1450) 
…"SocietéGéneéraledes Annonces“ (1845) 
… Mad Men (1950)
#lessinterruption 
why adshave worked in the past? 
Your Ad here
#lessinterruption 
1.Close to the media owners 
2.Public reach controlled 
3.Real-worldmotivational actions 
4.Share invol...
#lessinterruption 
1.Close to the media owners 
2.Public reach controlled 
3.Real-worldmotivational actions 
4.Share invol...
#lessinterruption 
What change our attitude to Ads? 
Your Ad here
#lessinterruption
#lessinterruption
#lessinterruption
#lessinterruption
#lessinterruption
#lessinterruption
#lessinterruption
#lessinterruption
#lessinterruption
#lessinterruption
#lessinterruption
#lessinterruption
#lessinterruption
#lessinterruption 
back to business
#lessinterruption 
back to business 
fromeventsponsoringto active conversation
#lessinterruption 
back to business 
fromeventsponsoringto active conversation 
fromsuper-bowlbigscreento twitter- intimac...
#lessinterruption
#lessinterruption 
Who moved my cheese? 
Consumer behavior? 
What´s that?
#lessinterruption 
audience= media 
where“convergence+ consumer behavior” means 
1.creation 
(multi-media stories, co-crea...
#lessinterruption 
corporate communications based on customer behaviors 
the convergence of paid, owned & earned media
#lessinterruption
#lessinterruption
#lessinterruption 
Majority of our daily media interactions are screen based
#lessinterruption 
Contextdrives devicechoice 
Today consumers own multiple devices and move seamlessly between them throu...
#lessinterruption 
Computers keep us productive and informed
#lessinterruption 
Smartphoneskeep us connected
#lessinterruption 
Tablets keep us entertained
#lessinterruption 
TV no longer commands our full attention
#lessinterruption 
video cases
#lessinterruptioncase studythe last advertising agency on earth
#lessinterruption 
1.ad agencies lost public connection 
2.they underestimated people opinion 
3.they forget to talk 
4.th...
#lessinterruption 
1.brands needs advertising 
2.advertisers need to understand customer behavior changes
#lessinterruption 
Ad Agencies reborn as digital agencies
#lessinterruption 
and convergence conversation happens.
#lessinterruptioncase studywonderbra
#lessinterruptioncase study
#lessinterruption 
media convergence goes about individuals context, so a new kind of creativity must push the limits
#lessinterruptioncase studydigital signage: don’t interrupt me… unless you can
#lessinterruption
#lessinterruption
#lessinterruption 
solomofor ads means “don't interrupt their entertainment, unless you can be part of it” 
solomo: social...
#lessinterruption 
as consumer media habits shift, brand requires media ubiquity
#lessinterruption 
brands turn into a media, and media recreate themselves as context related provider
#lessinterruption
AplicacionescontextualesInteractive contextual Apps
SoLoMo>Publicidadlocalizada> mCommerceUseful branded data turn into business
Videogame gadgets into shopperception
#lessinterruption…and thinking on profiles instead of segmentation
#lessinterruption 
diminishedreality 
erasedstuffas kpis(people, objects, brandexposition) 
Brand services
#lessinterruption 
Mobile culture is not about a media, neither smartphones but about prosumersbehavior
#lessinterruption
#lessinterruption 
@mandomando 
Armando “Mando” Liussi Depaoli 
ThisworkisunderaCreativeCommonslicence 
Armando ‘Mando’ Li...
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
Media Convergence - Customer Behaviour
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Media Convergence - Customer Behaviour

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(2014 Oct, updated) On an escape-to-nowhere frame where the fragmentation media consumption draws the current path, only one direction can be clear for brands and advertsing agencies: Less interruption, more conversation

Video links:
"The Last Advertising Agency On Earth"
http://vimeo.com/10251808

"Wonderbra Decoder | Uncover Adriana Cernanova's secrets"
http://www.youtube.com/watch?v=dLBFkC2qvl0

"WWF Siberian Tiger"
http://www.youtube.com/watch?v=0ZO4mkTbaj0

"eMart Shadow-Activated QR Code Korean Supermarket Campaign"
http://www.youtube.com/watch?v=1N6EdgN3FUU

"TAT The Future of Screen Technology 2014"
http://www.youtube.com/watch?v=g7_mOdi3O5E

"The incredible world of Diminished Reality"
http://www.youtube.com/watch?v=FgTq-AgYlTE

"Sight"
http://vimeo.com/46304267

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Media Convergence - Customer Behaviour

  1. 1. space used to deliver data
  2. 2. space used to deliver data (between people) advertisingmedia broadcastmedia digital media electronicmedia hypermedia massmedia multimedia
  3. 3. technological | digital | media technological convergence tendency different technological systems evolve toward performing similar tasks
  4. 4. technological | digital | media digital convergence previously separate technologies voice (telephony), data (productivity applications), video share resources synergic interaction
  5. 5. technological | digital | media media convergence merging of mass communication outlets print, television, radio, the internet alongportable & interactive technologies digital media platforms story line | leitmotiv interactinglevels
  6. 6. #lessinterruption @mandomando Armando “Mando” Liussi Depaoli ThisworkisunderaCreativeCommonslicence Armando ‘Mando’ Liussi Depaoli +15 yearsCMO & CreativeDirector Advertising& Marketing | LatAm & Europa 2shareworld | Founderpartner& CD CorporateSocial Media Advisor SMM ProgramDirector at Inesdi. ChairingonCMUA, Esei, iiRSpain, EsadeCreapolis Speaker onMobile, Brandingand CC management Bloggerat mandomando.com, 2blog, Orange | Live Motto: Helping leaders make the shift to social. Branding, Art & design, Media, Entertainment, Business, Economy, Technology, Internet/ Hi! I am Mandomandomando.com
  7. 7. armando‘mando’ liussidepaoli +15 yearsas creativedirector & cmo marketing & advertising| latam& europa thedigital signageclub | cofounder& cd digital signagecertifiedexpert(dseg) digital communicationssenior consultant. digital marketing programdirector (inesdi). professor. speaker. bloggeren mandomando.com, 2blog, orange| live mymotto: helping leaders make the shift to social.
  8. 8. #lessinterruption armando mando mandomando
  9. 9. #lessinterruption
  10. 10. #lessinterruption
  11. 11. #lessinterruption
  12. 12. #lessinterruption puertorico mandomando= passing ball game?
  13. 13. #lessinterruption philippines mandomando= hi!
  14. 14. #lessinterruption singapore mandomando= hide and seek
  15. 15. #lessinterruption
  16. 16. #lessinterruption media convergence needs media monitoring
  17. 17. #lessinterruption ..but monitoringis research without trash
  18. 18. #lessinterruption …and contentvaries from media to media, as well perceptiondoes...
  19. 19. #lessinterruption current scenario: data, facts and quotes
  20. 20. #lessinterruptionCarat 2008 | 2012 | 2020 escape to nowhere fragmentation media consumption
  21. 21. #lessinterruption social media usageismultiplatform
  22. 22. #lessinterruption Medios tradicionales fragmentacion mobileworld rules
  23. 23. #lessinterruption changingbehaviors
  24. 24. http://www.thinkroth.com/ | Whitepaper| http://www.thinkroth.com/QR-Code-Whitepaper.pdf
  25. 25. #lessinterruption The CluetrainLost
  26. 26. #lessinterruption fact: we lost the captiveaudience
  27. 27. #lessinterruption fact: companies do not still have enough digital culture in media communication
  28. 28. #lessinterruption fact: companies do not still have enough digital culture in media communication
  29. 29. #lessinterruption the key to survive is less interruption (focusing on insights profiles, media behaviors) going to more, better, efficient conversationto gain interactions
  30. 30. Mobile AdsSucks: Steve Jobsen Business Week Enero 2010 / Affaire Adidas BloombergBusinessweek “mobileadssucks” stevejobs/ businessweek january2010 / affaire adidas
  31. 31. #lessinterruption the key to survive is less interruption but more conversation (screens, prevailed!)
  32. 32. #lessinterruption nomophobia… ok?
  33. 33. #lessinterruption nomophobia… ok?
  34. 34. #lessinterruption…back to the cluetrain lost
  35. 35. #lessinterruptionThe first advertisement and the others Lay preachers & criers (Paris, France) | 1269
  36. 36. #lessinterruption Until … … Gutemberg(1450) …"SocietéGéneéraledes Annonces“ (1845) … Mad Men (1950)
  37. 37. #lessinterruption why adshave worked in the past? Your Ad here
  38. 38. #lessinterruption 1.Close to the media owners 2.Public reach controlled 3.Real-worldmotivational actions 4.Share involvement with the client's timescale Your Ad here
  39. 39. #lessinterruption 1.Close to the media owners 2.Public reach controlled 3.Real-worldmotivational actions 4.Share involvement with the client's timescale 5.Andinterruption was fine Your Ad here
  40. 40. #lessinterruption What change our attitude to Ads? Your Ad here
  41. 41. #lessinterruption
  42. 42. #lessinterruption
  43. 43. #lessinterruption
  44. 44. #lessinterruption
  45. 45. #lessinterruption
  46. 46. #lessinterruption
  47. 47. #lessinterruption
  48. 48. #lessinterruption
  49. 49. #lessinterruption
  50. 50. #lessinterruption
  51. 51. #lessinterruption
  52. 52. #lessinterruption
  53. 53. #lessinterruption
  54. 54. #lessinterruption back to business
  55. 55. #lessinterruption back to business fromeventsponsoringto active conversation
  56. 56. #lessinterruption back to business fromeventsponsoringto active conversation fromsuper-bowlbigscreento twitter- intimacy-screen
  57. 57. #lessinterruption
  58. 58. #lessinterruption Who moved my cheese? Consumer behavior? What´s that?
  59. 59. #lessinterruption audience= media where“convergence+ consumer behavior” means 1.creation (multi-media stories, co-creation& crowdsourcing, mixedproductionprocess) 2.distribution (mobilefirst, mobileeverywhere) 3.consumption (no limits, no barriers, no segmentation) http://www.slideshare.net/matthewbuckland
  60. 60. #lessinterruption corporate communications based on customer behaviors the convergence of paid, owned & earned media
  61. 61. #lessinterruption
  62. 62. #lessinterruption
  63. 63. #lessinterruption Majority of our daily media interactions are screen based
  64. 64. #lessinterruption Contextdrives devicechoice Today consumers own multiple devices and move seamlessly between them throughout the day
  65. 65. #lessinterruption Computers keep us productive and informed
  66. 66. #lessinterruption Smartphoneskeep us connected
  67. 67. #lessinterruption Tablets keep us entertained
  68. 68. #lessinterruption TV no longer commands our full attention
  69. 69. #lessinterruption video cases
  70. 70. #lessinterruptioncase studythe last advertising agency on earth
  71. 71. #lessinterruption 1.ad agencies lost public connection 2.they underestimated people opinion 3.they forget to talk 4.they lost the cluetrain what really happened?
  72. 72. #lessinterruption 1.brands needs advertising 2.advertisers need to understand customer behavior changes
  73. 73. #lessinterruption Ad Agencies reborn as digital agencies
  74. 74. #lessinterruption and convergence conversation happens.
  75. 75. #lessinterruptioncase studywonderbra
  76. 76. #lessinterruptioncase study
  77. 77. #lessinterruption media convergence goes about individuals context, so a new kind of creativity must push the limits
  78. 78. #lessinterruptioncase studydigital signage: don’t interrupt me… unless you can
  79. 79. #lessinterruption
  80. 80. #lessinterruption
  81. 81. #lessinterruption solomofor ads means “don't interrupt their entertainment, unless you can be part of it” solomo: social, local, mobile
  82. 82. #lessinterruption as consumer media habits shift, brand requires media ubiquity
  83. 83. #lessinterruption brands turn into a media, and media recreate themselves as context related provider
  84. 84. #lessinterruption
  85. 85. AplicacionescontextualesInteractive contextual Apps
  86. 86. SoLoMo>Publicidadlocalizada> mCommerceUseful branded data turn into business
  87. 87. Videogame gadgets into shopperception
  88. 88. #lessinterruption…and thinking on profiles instead of segmentation
  89. 89. #lessinterruption diminishedreality erasedstuffas kpis(people, objects, brandexposition) Brand services
  90. 90. #lessinterruption Mobile culture is not about a media, neither smartphones but about prosumersbehavior
  91. 91. #lessinterruption
  92. 92. #lessinterruption @mandomando Armando “Mando” Liussi Depaoli ThisworkisunderaCreativeCommonslicence Armando ‘Mando’ Liussi Depaoli +15 yearsCMO & CreativeDirector Advertising& Marketing | LatAm & Europa 2shareworld | Founderpartner& CD CorporateSocial Media Advisor SMM ProgramDirector at Inesdi. ChairingonCMUA, Esei, iiRSpain, EsadeCreapolis Speaker onMobile, Brandingand CC management Bloggerat mandomando.com, 2blog, Orange | Live Motto: Helping leaders make the shift to social. Branding, Art & design, Media, Entertainment, Business, Economy, Technology, Internet/ Thank you! Let´s keep in touchmandomando.com
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