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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
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
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
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
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
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 …

(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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  • 1. space used to deliver data
  • 2. space used to deliver data (between people) advertisingmedia broadcastmedia digital media electronicmedia hypermedia massmedia multimedia
  • 3. technological | digital | media technological convergence tendency different technological systems evolve toward performing similar tasks
  • 4. technological | digital | media digital convergence previously separate technologies voice (telephony), data (productivity applications), video share resources synergic interaction
  • 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. #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. 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. #lessinterruption armando mando mandomando
  • 9. #lessinterruption
  • 10. #lessinterruption
  • 11. #lessinterruption
  • 12. #lessinterruption puertorico mandomando= passing ball game?
  • 13. #lessinterruption philippines mandomando= hi!
  • 14. #lessinterruption singapore mandomando= hide and seek
  • 15. #lessinterruption
  • 16. #lessinterruption media convergence needs media monitoring
  • 17. #lessinterruption ..but monitoringis research without trash
  • 18. #lessinterruption …and contentvaries from media to media, as well perceptiondoes...
  • 19. #lessinterruption current scenario: data, facts and quotes
  • 20. #lessinterruptionCarat 2008 | 2012 | 2020 escape to nowhere fragmentation media consumption
  • 21. #lessinterruption social media usageismultiplatform
  • 22. #lessinterruption Medios tradicionales fragmentacion mobileworld rules
  • 23. #lessinterruption changingbehaviors
  • 24. http://www.thinkroth.com/ | Whitepaper| http://www.thinkroth.com/QR-Code-Whitepaper.pdf
  • 25. #lessinterruption The CluetrainLost
  • 26. #lessinterruption fact: we lost the captiveaudience
  • 27. #lessinterruption fact: companies do not still have enough digital culture in media communication
  • 28. #lessinterruption fact: companies do not still have enough digital culture in media communication
  • 29. #lessinterruption the key to survive is less interruption (focusing on insights profiles, media behaviors) going to more, better, efficient conversationto gain interactions
  • 30. Mobile AdsSucks: Steve Jobsen Business Week Enero 2010 / Affaire Adidas BloombergBusinessweek “mobileadssucks” stevejobs/ businessweek january2010 / affaire adidas
  • 31. #lessinterruption the key to survive is less interruption but more conversation (screens, prevailed!)
  • 32. #lessinterruption nomophobia… ok?
  • 33. #lessinterruption nomophobia… ok?
  • 34. #lessinterruption…back to the cluetrain lost
  • 35. #lessinterruptionThe first advertisement and the others Lay preachers & criers (Paris, France) | 1269
  • 36. #lessinterruption Until … … Gutemberg(1450) …"SocietéGéneéraledes Annonces“ (1845) … Mad Men (1950)
  • 37. #lessinterruption why adshave worked in the past? Your Ad here
  • 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. #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. #lessinterruption What change our attitude to Ads? Your Ad here
  • 41. #lessinterruption
  • 42. #lessinterruption
  • 43. #lessinterruption
  • 44. #lessinterruption
  • 45. #lessinterruption
  • 46. #lessinterruption
  • 47. #lessinterruption
  • 48. #lessinterruption
  • 49. #lessinterruption
  • 50. #lessinterruption
  • 51. #lessinterruption
  • 52. #lessinterruption
  • 53. #lessinterruption
  • 54. #lessinterruption back to business
  • 55. #lessinterruption back to business fromeventsponsoringto active conversation
  • 56. #lessinterruption back to business fromeventsponsoringto active conversation fromsuper-bowlbigscreento twitter- intimacy-screen
  • 57. #lessinterruption
  • 58. #lessinterruption Who moved my cheese? Consumer behavior? What´s that?
  • 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. #lessinterruption corporate communications based on customer behaviors the convergence of paid, owned & earned media
  • 61. #lessinterruption
  • 62. #lessinterruption
  • 63. #lessinterruption Majority of our daily media interactions are screen based
  • 64. #lessinterruption Contextdrives devicechoice Today consumers own multiple devices and move seamlessly between them throughout the day
  • 65. #lessinterruption Computers keep us productive and informed
  • 66. #lessinterruption Smartphoneskeep us connected
  • 67. #lessinterruption Tablets keep us entertained
  • 68. #lessinterruption TV no longer commands our full attention
  • 69. #lessinterruption video cases
  • 70. #lessinterruptioncase studythe last advertising agency on earth
  • 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. #lessinterruption 1.brands needs advertising 2.advertisers need to understand customer behavior changes
  • 73. #lessinterruption Ad Agencies reborn as digital agencies
  • 74. #lessinterruption and convergence conversation happens.
  • 75. #lessinterruptioncase studywonderbra
  • 76. #lessinterruptioncase study
  • 77. #lessinterruption media convergence goes about individuals context, so a new kind of creativity must push the limits
  • 78. #lessinterruptioncase studydigital signage: don’t interrupt me… unless you can
  • 79. #lessinterruption
  • 80. #lessinterruption
  • 81. #lessinterruption solomofor ads means “don't interrupt their entertainment, unless you can be part of it” solomo: social, local, mobile
  • 82. #lessinterruption as consumer media habits shift, brand requires media ubiquity
  • 83. #lessinterruption brands turn into a media, and media recreate themselves as context related provider
  • 84. #lessinterruption
  • 85. AplicacionescontextualesInteractive contextual Apps
  • 86. SoLoMo>Publicidadlocalizada> mCommerceUseful branded data turn into business
  • 87. Videogame gadgets into shopperception
  • 88. #lessinterruption…and thinking on profiles instead of segmentation
  • 89. #lessinterruption diminishedreality erasedstuffas kpis(people, objects, brandexposition) Brand services
  • 90. #lessinterruption Mobile culture is not about a media, neither smartphones but about prosumersbehavior
  • 91. #lessinterruption
  • 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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