Evolution Of A Megaphone 3
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Evolution Of A Megaphone 3

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A short history of advertising, up to the era of social media. What should a marketer do, in an age when the consumers do all the talking?

A short history of advertising, up to the era of social media. What should a marketer do, in an age when the consumers do all the talking?

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Evolution Of A Megaphone 3 Evolution Of A Megaphone 3 Presentation Transcript

  • Evolution of a Megaphone A short history of advertising up to the era of Social Media.
  • In the beginning of advertising…
  • The first “marketer” used a megaphone to advertise his goods!
  • … a few “consumers” gathered to listen. But the marketer needed more “reach”.
  • Then posters covered the streets…
  • … and outdoor advertising created more reach. But it wasn’t enough .
  • Newspapers and magazines informed the world.
  • By placing ads in print, the marketer reached even more. Again and again…
  • Then radio came along. A medium, that could reach, inform and entertain more.
  • So the marketer interrupted shows with radio spots. Again and again and again…
  • Technology then brought us the most powerful medium of them all. Television.
  • So more shows were interrupted by more TV commercials , again and again and again.
  • Until one day…
  • … a wonderful machine was placed in the hands of the consumer.
  • It was simple. The first thing the marketer did, was to place banner ads online.
  • Until a “second” day… People started talking back!
  • … and other people listened …
  • … and talked to each other, about things they were interested in and engaged with.
  • So what can a marketer do, in an age when the consumers do all the talking? ?
  • So what can a marketer do, in an age when the consumers do all the talking? Listen!
  • Practical Examples
  • Invite consumers’ contribution and opinion
  • Toyota “Auris Blog” Invited 10 bloggers to test-drive the car for a week.
  • Toyota Auris Blog
    • No control of the message. Posts and comments were uncensored.
    • People feel honored to be asked and do a great job reviewing products.
    • Give, then take. 2.500 visitors also requested a test-drive.
  • So what ELSE can a marketer do, in an age when the consumers do all the talking? ?
  • So what ELSE can a marketer do, in an age when the consumers do all the talking? Give them something to talk about!
  • Turn your brand messages into social currency
  • Vodafone - “Livefeeds” A girl locked in a warehouse, “calls” users for help!
  • Vodafone “Livefeeds”
    • Provided users with the means of pulling a great practical joke on their friends.
    • Brand message should be clear in order to benefit from the publicity.
    • Be entertaining first . Sell later.
  • Create something worth forwarding , and then start a discussion about it
  • Lacta – “Love at first site” Produced a 17-minute interactive love story.
  • Lacta – “Love at first site”
    • Provided users with interactive, branded entertainment.
    • Invited them to discuss the film’s enigmatic finale on facebook , getting 10.500 fans.
    • Half of the site’s 200.000 visits, came after the media campaign, through word of mouth .
  • The Evolution of a Megaphone in the era of Social Media Shout Listen Provide
  • "When you are close to who you're talking to, there's no need to shout."
  • Thank you! panos.sambrakos@ogilvy.com - www.panos.gr - @panos