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Media Convergence - Customer Behaviour
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Media Convergence - Customer Behaviour

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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 ...

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 Media Convergence - Customer Behaviour Presentation Transcript

    • Armando‘Mando’LiussiDepaoli +15 years as Creative Director & CMO Marketing & Advertising | LatAm & Europa The Digital Signage Club | Co founder & CD Digital Signage Certified Expert (DSEG) Digital communications senior consultant. Digital Marketing Program Director (Inesdi). Professor. Speaker. Blogger en mandomando.com, 2blog, Orange | Live My motto: Helping leaders make the shift to social.
    • #LessInterruption Armando Mando mandomando
    • #LessInterruption Puerto Rico Mandomando = Passing ball game?
    • #LessInterruption Philippines Mandomando = Hi!
    • #LessInterruption Singapore Mandomando = Hide and seek
    • #LessInterruption Media convergence needs media monitoring”
    • #LessInterruption ..but monitoring is research without trash”
    • #LessInterruption …and content varies from media to media, as well perception does...”
    • Mobile Ads Sucks : Steve Jobs en Business Week Enero 2010 / Affaire Adidas Bloomberg Businessweek “Mobile Ads Sucks” Steve Jobs / Business Week January 2010 / Affaire Adidas
    • #LessInterruption Current Scenario: Data, Facts And Quotes
    • #LessInterruption Carat 2008 | 2012 | 2020 Escapeto nowhere Fragmentation media consumption
    • #LessInterruption Medios tradicionales fragmentacion Mobileworldrules
    • #LessInterruption Changingbehaviors
    • http://www.thinkroth.com/ | Whitepaper | http://www.thinkroth.com/QR-Code-Whitepaper.pdf
    • #LessInterruption AdConvergenceinthe mediadivergence?
    • #LessInterruption The Cluetrain Lost
    • #LessInterruption Fact: we lost the captive audience”
    • #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 but more conversation
    • #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
    • #LessInterruption Thefirstadvertisementandtheothers Hapuandbeautifulfabrics(Thebes, Egypt)|5000BC
    • #LessInterruption Thefirstadvertisement andtheothers CodeofLawsofSolon (Athens,Greece)|480BC OnepossiblereconstructionofSolon'snewlawcode, publiclydisplayedonwoodenblocks(kurbeis)revolvingon axles(axones)setinaframe. Image and Caption Credit
    • #LessInterruption Thefirstadvertisementandtheothers Laypreachers&criers (Paris,France)|1269
    • #LessInterruption Until … …Gutemberg(1450) …"SocietéGéneéraledesAnnonces“(1845) …MadMen(1950)
    • #LessInterruption Why Ad works in the past? Your Ad here
    • #LessInterruption 1. Closetothemediaowners 2. Publicreachcontrolled 3. Real-worldmotivationalactions 4. Shareinvolvementwiththeclient's timescale Your Ad here
    • #LessInterruption 1. Closetothemediaowners 2. Publicreachcontrolled 3. Real-worldmotivationalactions 4. Shareinvolvementwiththeclient's timescale 5. Andinterruptionwasfine Your Ad here
    • #LessInterruption Audience=Media Where“Convergence”meansdifferentconcepts 1. Creation (multi-mediastories,co-creation&crowdsourcing,mixedproductionprocess) 2. Distribution(mobilefirst,mobileeverywhere) 3. Consumption(nolimits,nobarriers,nosegmentation) http://www.slideshare.net/matthewbuckland
    • #LessInterruption #debate whichare currentlythe successcriteria forConverged Mediaprojects?
    • #LessInterruption ConvergedMediaLab:TopSuccessCriteria
    • #LessInterruption CorporateCommunicationsbasedonCustomerBehaviors TheConvergenceofPaid,Owned&EarnedMedia
    • #LessInterruption Understandingscreens
    • #LessInterruption Majority of our daily media interactions are screen based
    • #LessInterruption Context drives device choice Today consumers own multiple devices and move seamlessly between them throughout the day
    • #LessInterruption Computers keep us productive and informed
    • #LessInterruption Smartphones keep us connected
    • #LessInterruption Tablets keep us entertained
    • #LessInterruption TV no longer commands our full attention
    • #LessInterruption
    • #LessInterruption Video Cases
    • #LessInterruption Casestudy The Last Advertising Agency On Earth
    • #LessInterruption 1. Adagencieslostpublicconnection 2. Theyunderestimatedpeopleopinion 3. Theyforgettotalk 4. Theylostthecluetrain Whatreally happened?
    • #LessInterruption #debate AreAdagencies awareofthis?
    • #LessInterruption http://www.xn--rescataunespaol- brb.com/Rescatado.html http://www.solomarketing.es/un- licenciado-en-publicidad-consigue- trabajo-tras-crear-una-campana-en-que- pedia-su-rescate/
    • #LessInterruption Brands needs advertising. Advertisers need to understand customer behavior changes.
    • #LessInterruption Brands needs advertising. Advertisers need to understand customer behavior changes. Ad Agencies (partially) reborn as digital agencies.
    • #LessInterruption And convergence conversation happens.
    • #LessInterruption Casestudy Wonderbra
    • #LessInterruption Casestudy
    • #LessInterruption Media convergence goes about individuals context, so a new kind of creativity must push the limits”
    • #LessInterruption Casestudy Digital Signage: Don’t interrupt me… unless you can
    • #LessInterruption
    • #LessInterruption
    • #LessInterruption SoLoMo for Ads means “Don't interrupt their entertainment, unless you can be part of it” SoLoMo:Social,Local,Mobile
    • #LessInterruption As Consumer Media Habits Shift, Brand Requires Media Ubiquity”
    • #LessInterruption Brandsturnintoamedia, andmediarecreate themselvesascontext relatedprovider
    • #LessInterruption
    • Aplicaciones contextuales InteractivecontextualApps
    • SoLoMo > Publicidad localizada > mCommerce Usefulbrandeddataturnintobusiness
    • Videogamegadgetsintoshopperception
    • Product placement dinámico por Plataforma + dispositivo + IP + país + canal + horario = Perfil <> segmento 7 8 Dynamic product placement Plataform + device + IP + country+ channel + timetable = Profile <> segmentation Breakingcontinuitystorylineto engagetheaudience
    • #LessInterruption …andthinkingonprofilesinsteadofsegmentation
    • #LessInterruption Mobile culture is about augmented reality as diminished reality as well
    • #LessInterruption
    • #LessInterruption Diminished reality Erased stuff as KPIs (people, objects, brand exposition) Brand services
    • #LessInterruption Mobile culture is a completely new space where brands can be part of daily tasks Selfquantifiedisjustoneideato haveinmind
    • #LessInterruption
    • #LessInterruption @mandomando Armando “Mando” Liussi Depaoli This work is under a Creative Commons licence Armando‘Mando’LiussiDepaoli +15 years CMO & Creative Director Advertising & Marketing | LatAm & Europa 2shareworld | Founder partner & CD Corporate Social Media Advisor SMM Program Director at Inesdi. Chairing on CMUA, Esei, iiR Spain, Esade Creapolis Speaker on Mobile, Branding and CC management Blogger at 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´skeepintouch mandomando.com