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