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
- 2. #lessinterruption Mando Liussi @mandomando Solucionador, mentor, emprendedor. Director Marketing Digital INESDI, coautor «Comunicación Corporativa» «Mobile Communications» Navegando en familia
- 9. technological | digital | media technological convergence tendency different technological systems evolve toward performing similar tasks
- 10. technological | digital | media digital convergence previously separate technologies voice (telephony), data (productivity applications), video share resources synergic interaction
- 11. technological | digital | media media convergence merging of mass communication outlets print, television, radio, the internet along portable & interactive technologies digital media platforms story line | leitmotiv interacting levels
- 13. #lessinterruption #exercise Ego- surfing…? Another door to enter into storytelling
- 23. #lessinterruption …content varies from media to media, as well perception does...
- 26. #lessinterruption Carat 2008 | 2012 | 2020 escapeto nowhere fragmentation media consumption
- 29. http://www.thinkroth.com/ | Whitepaper | http://www.thinkroth.com/QR-Code-Whitepaper.pdf
- 30. #lessinterruption Who and how is the new consumer Roles. New habits and behaviors. New social and skill- oriented profiles. Prosumers and influencers on the Web.
- 31. #lessinterruption Now, the consumer is Social. Replaces the physical presence by a virtual dialogue. Network explosion
- 32. #lessinterruption Now, the consumer is Critical. Accurate. Prepared. Gets information fast about needs and wants. And then, knows the real choices.
- 33. #lessinterruption Now, the consumer is Interactive. Sharist. Share time and knowledge with others online. Weak ties, strong ties
- 34. #lessinterruption Now, the consumer is Mobile. Smartphones, tablets, public Wi-Fi, always connected.
- 35. #lessinterruption Now, the consumer is Mobile. Smartphones, tablets, public Wi-Fi, always connected.
- 42. #lessinterruption Now, the consumer is Global. People knows what and where, globally, beyond traditional media news.
- 46. #lessinterruption • To share knowledge • To recommend product and services • To reflect on the daily things. • To create opinion-positioning • To spread news • By nature, to write, talk, by the opportunity of having a free worldwide voice. 1. They are the new OPINION LEADERS 2. VIPs for brands 3. Broadcast messages 4. It is the "citizen journalism" 5. Create and generate value +1000 millons blog worldwide
- 51. #lessinterruption fact: we lost the captive audience
- 52. #lessinterruption fact: companies do not still have enough digital culture in media communication
- 53. #lessinterruption fact: companies do not still have enough digital culture in media communication
- 55. 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
- 59. #lessinterruption …back to the cluetrain lost
- 63. #lessinterruption 1. Close tothemediaowners 2. Publicreachcontrolled 3. Real-world motivational actions 4. Shareinvolvementwiththeclient's timescale Your Ad here
- 64. #lessinterruption 1. Close tothemediaowners 2. Publicreachcontrolled 3. Real-world motivational actions 4. Shareinvolvementwiththeclient's timescale 5. Andinterruption wasfine Your Ad here
- 86. #lessinterruption audience= media where“convergence+consumerbehaviour”means 1. creation (multi-mediastories,co-creation&crowdsourcing,mixedproductionprocess) 2. distribution (mobilefirst,mobileeverywhere) 3. consumption (nolimits,nobarriers,nosegmentation) http://www.slideshare.net/matthewbuckland
- 90. #lessinterruption Majority of our daily media interactions are screen based
- 91. #lessinterruption Computers keep us productive and informed
- 92. #lessinterruption Smartphones keep us connected
- 93. #lessinterruption Tablets keep us entertained
- 94. #lessinterruption TV no longer commands our full attention
- 98. #lessinterruption backtotheory AuthorsConvergence Lisbeth Klastrup Susana Tosca Colin B. Harvey Transmedial Worlds Ephemeral Extensions Transmedial Storytelling Meeting Expectations Jason Mittell Maria L. Leavenworth’s Transmedial Concepts Representation Of Subjectivity J. Alexander Bareis Jan-noël Thon Henry Jenkins Media Collision Emphasis On The Participatory Potential X
- 101. #lessinterruption
- 103. #lessinterruption 1. adagencies lostpublicconnection 2. theyunderestimated people opinion 3. theyforgettotalk 4. theylostthecluetrain whatreally happened?
- 105. #lessinterruption Ad Agencies reborn as digital agencies
- 111. #lessinterruption
- 112. #lessinterruption
- 114. #lessinterruption as consumer media habits shift, brand requires media ubiquity
- 116. SoLoMo > Publicidad localizada > mCommerce Usefulbranded dataturnintobusiness
- 118. #lessinterruption diminished reality erased stuff as kpis (people, objects, brand exposition) Brand services
- 119. #lessinterruption
- 120. #lessinterruption