NEW MEDIA TRENDS

The Process We believe in interactive brand experiences to build advocates for your brand The internet is the integrator, in the heart of every brand experience .com Awareness Interest / Traffic Experience Dialogue Trust Advocates

We believe in interactive brand experiences to build advocates for your brand

The internet is the integrator, in the heart of every brand experience

Scope of the presentation Insights into what’s happening today Overview of new media and “buzzwords” A taste of “New marketing & advertising”

Scope of the presentation

Contents What’s going on? New way of marketing & advertising A new generation of the internet: web 2.0 Internet in communication mix New trends in technology & socially New new media concepts

Contents

What’s going on?

New way of marketing & advertising

A new generation of the internet: web 2.0

Internet in communication mix

New trends in technology & socially

New new media concepts

1. What’s going on ?

Democratization of internet & technology

Media Cluttering

DEXIA ART GALLERY

Prime time is my time

Articulate consumers

Articulate consumers

2. New ways of marketing & advertising

Do we need a new way of marketing and advertising?

Do we need a new way of marketing and advertising?

OVERVIEW No more one-way.

No more one-way.

Brand momentum…

… Continuous dialogue

FROM: inform convince remember TO Involve empower demonstrate “ Markets are conversations” (the Cluetrain Manifesto) Life after the 30-Second spot Joseph Jaffe

FROM:

inform

convince

remember

TO

Involve

empower

demonstrate

Life after the 30-Second spot Joseph Jaffe

Everything comes together on the internet, where you can tell the whole story, involve the consumer in your story, interact and communicate with the consumer. We become “story tellers”.

Everything comes together on the internet, where you can tell the whole story, involve the consumer in your story, interact and communicate with the consumer. We become “story tellers”.

BAZOOKA BUBBLEGUM

3. A new generation of the internet: Web 2.0

Internet, a social platform

4. Internet in your marketing mix

Internet in your marketing mix

5. New technological & social trends

An overview of technical and social evolutions Technical evolutions Smallband  broadband Wired  wireless 1 screen  multiscreen Social evolutions Rise of creative class Community & networking Power to the consumer NEW TRENDS

An overview of technical and social evolutions

Technical evolutions

Smallband  broadband

Wired  wireless

1 screen  multiscreen

Social evolutions

Rise of creative class

Community & networking

Power to the consumer

NEW TRENDS: TECHNOLOGY Smallband  Broadband internet 4.800.000 internet users in Belgium 89% broadband access

Smallband  Broadband internet

4.800.000 internet users in Belgium

89% broadband access

NEW TRENDS: TECHNOLOGY Broadband Always on Rich Media More time online Converged services

Broadband

Always on

Rich Media

More time online

Converged services

NEW TRENDS: TECHNOLOGY

NEW TRENDS: TECHNOLOGY Wireless or Mobile networks Bluetooth a way to connect and exchange information between devices like PDA, mobile phones, printers, laptops,… WIFI connect to the Internet whenever you are near a hotspot WAP  GPRS  UMTS (3G) : Broadband internet through mobile phones RFID RFID allows for the unique identification of objects, and any kind of online data can be linked to these unique ID's.

Wireless or Mobile networks

Bluetooth a way to connect and exchange information between devices like PDA, mobile phones, printers, laptops,…

WIFI connect to the Internet whenever you are near a hotspot

WAP  GPRS  UMTS (3G) : Broadband internet through mobile phones

RFID RFID allows for the unique identification of objects, and any kind of online data can be linked to these unique ID's.

Advertising examples

NEW TRENDS: TECHNOLOGY Wireless / Mobile devices

NEW TRENDS: TECHNOLOGY

NEW TRENDS: TECHNOLOGY multiscreen The Internet is always & everywhere, in a variety of different screens & many shapes Multimedia PC / TV / Telefoon / PDA / Game-consoles / Digital billboards / e-paper / supermarkets

The Internet is always & everywhere,

in a variety of different screens & many shapes

Multimedia PC / TV / Telefoon / PDA / Game-consoles / Digital billboards / e-paper / supermarkets

6. New media concepts

NEW TRENDS: SOCIAL Create, share, tag, discuss, connect Rise of the creative class User-generated content Communities & Networking Power to the consumer

Rise of the creative class

User-generated content

Communities & Networking

Power to the consumer

USER-GENERATED CONTENT Personal weblogs

USER-GENERATED CONTENT Group weblogs

USER-GENERATED CONTENT Weblogs on interests

USER-GENERATED CONTENT Weblogs influence

USER-GENERATED CONTENT PR weblogs

USER-GENERATED CONTENT Making of weblogs

USER-GENERATED CONTENT Campaign Information weblogs

USER-GENERATED CONTENT Campaign weblogs

USER-GENERATED CONTENT Mobile phone photo weblogs

USER-GENERATED CONTENT Wiki: Create & manage content together

USER-GENERATED CONTENT Create & manage content together

USER-GENERATED CONTENT Citizen Journalism

USER-GENERATED CONTENT I Create

USER-GENERATED CONTENT Do it yourself

COMMUNITIES & SOCIAL NETWORKING

COMMUNITIES & SOCIAL NETWORKING

COMMUNITIES & SOCIAL NETWORKING Create profiles

COMMUNITIES & SOCIAL NETWORKING Create spaces

COMMUNITIES & SOCIAL NETWORKING Have a second identity

COMMUNITIES & SOCIAL NETWORKING Create communities

COMMUNITIES & SOCIAL NETWORKING Discover your friend’s friends

COMMUNITIES & SOCIAL NETWORKING Share …

COMMUNITIES & SOCIAL NETWORKING … tag, and discuss

USER-GENERATED CONTENT Pomme & Kelly

COMMUNITIES & SOCIAL NETWORKING Nike Golden Shoes

COMMUNITIES & SOCIAL NETWORKING VW Un-pimp your ride

COMMUNITIES & SOCIAL NETWORKING Social bookmarking / tagging

COMMUNITIES & SOCIAL NETWORKING Branded platforms / tagging

COMMUNITIES & SOCIAL NETWORKING Social mapping / search

COMMUNITIES & SOCIAL NETWORKING Google Earth community

COMMUNITIES & SOCIAL NETWORKING Windows Live Local

INSTANT MESSAGING Instant messaging & personal buddies

Power to the Consumer People choose their own channels

People choose their own channels

POWER TO THE CONSUMER : on demand “ My Internet”

POWER TO THE CONSUMER : on demand RSS feeds

POWER TO THE CONSUMER : on demand More choice EPG Interactive services Interactive advertising Branded content iDTV

More choice

EPG Interactive services

Interactive advertising

Branded content

POWER TO THE CONSUMER : on demand Podcasting

POWER TO THE CONSUMER : on demand Vodcasting

Do we need a new way of marketing and advertising?

Do we need a new way of marketing and advertising?

YES ! But …

YES ! But …

It’s all about the BRAND , and GREAT IDEAS .

It’s all about the BRAND ,

and GREAT IDEAS .

Advertisers and agencies should and will be organized in a different way.

Advertisers and agencies should and will be organized in a different way.

NEW WAYS OF MARKETING Gorillaz Live

NEW WAYS OF MARKETING Virgin Mobile Jason Donovan

NEW WAYS OF MARKETING Festivalbuddy

MY LINKS http://del.icio.us/DGE/seminar/

http://del.icio.us/DGE/seminar/