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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 <ul><li>No control  of the message. Posts and comments were uncensored. </li></ul><ul><li>People feel  h...
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” <ul><li>Provided users with the means of pulling a great  practical joke  on their friends. </li></ul...
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” <ul><li>Provided users with interactive,  branded entertainment. </li></ul><ul><li>Invited ...
The Evolution of a Megaphone  in the era of Social Media Shout Listen Provide
&quot;When you are close to who you're talking to, there's no need to shout.&quot;
Thank you! panos.sambrakos@ogilvy.com - www.panos.gr - @panos
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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?

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Transcript of "Evolution Of A Megaphone 3"

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