Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop

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Presentation for BBDO Moscow Digital Wordshop in September, 2009 (http://www.wacademy.ru/courses/digital) about communication strategy in Digital Age

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Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop

  1. Digital Age Changes, challenges opportunities for agencies and account planners Zigurds Zaķis DOMINO BBDO, stratēģiskās plānošanas vadītājs http://zz.typepad.com/LV
  2. The spread (and availability) of Internet and digital technologies is the biggest development in the history of mankind since industrial revolution
  3. tirgus placis? http://www.flickr.com/photos/georgeaugustine/2116513291/
  4. 1448 I. Printing Press
  5. Opregte Haarlemsche Courant, 1656 - 1942 New York Times, §
  6. Alexander Graham Bell's first telephone. Voice sounds were transmitted for the first time on June 3, 1875 2. Telephone
  7. Fonogrāfs, 1877 Mikrofons, 1877 Kineskops, 1888 3. Recorded media
  8. 1901 4. Broadcast
  9. Mass Media Age: main characteristics • Mass communication (Broad-cast) • One-Direction communication • Limited number of choices • Limited opportunities of self-expressing • A lack of co-operation opportunities
  10. 1995 Source: http://www.flickr.com/photos/giginger/75541830/
  11. This is going to change everything!
  12. 7 changes influencing our job
  13. 1. broadband (internet) at home
  14. The single biggest change influencing our job Rapidly increasing number of broadband internet users at home!
  15. Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
  16. Source: http://www.flickr.com/photos/aderowbotham/81475981/ Multitasking
  17. Constant Partial Attention Economy
  18. Abundance of information Critical Skills: (To Find) To Choose To Evaluate To Use To Develop To Learn
  19. + + =
  20. Find anything Share anything Ignore anything, That is not interesting or valuable for me
  21. 2. Search And abundance of information
  22. Step 0 of any digital strategy! Getting your “Now-What” right I have seen an ad ... I have heard some good references ... I am intrigued! Or I need to solve a problem ... Now what???
  23. Anno 1998. Launched Adwords in 2003 a . The most powerful computing infrastructure on the planet
  24. ‘’’’ ‘ ‘ Google Adwords SEO
  25. How does your Brand looks in digital environment? Hundreds of free-of-charge or low-budget opportunities Hundreds of tools available
  26. Source for “Social Systems”: David Armano, http://darmano.typepad.com
  27. 3. Video Show, don’t tell
  28. 7’463’000’000
  29. 78’000’000 videos (March, 2008) 2’400’000’000 search queries 80% - Customer created content
  30. vs. 78’000’000 videos @ YouTube ...
  31. http://www.sedinkjole.no/
  32. 4. Shopping From pure rationality to creating experiences
  33. from: Simple, functionally convenient shopping
  34. to: Creating experiences, while supporting maximum functionality
  35. Full Multimedia Experience (HQ) Customize or Create your version of product
  36. 5. Social platforms
  37. from: connecting (Being Together)
  38. to: Sharing, Creating, Developing, Collaborating
  39. 27/08/2009 - 426’718 entries in Russian
  40. Think Social Platforms rather than Social Media
  41. tirgus placis?
  42. Participation Listening sharing Maintaining conversations Being honest Creating value
  43. "The magic of social media is not what happens in social media, but what happens outside of it, because of it" Paul Isakson
  44. 6. The Age of Mass Creativity
  45. Creative self-expression was privilege
  46. Not Anymore
  47. Tools Platforms to record, create, edit, publish to learn, grow, share, publish
  48. Customize or Create your version of product
  49. Improve product or service
  50. Submit content
  51. Submit content
  52. Customer Created Ads for Superbowl Doritos (2007) http://www.youtube.com/watch?v=3YJbbA_4TfQ
  53. falling production costs Growing demand for superior experience (idea + using the channel in right way + quality of production)
  54. 7. Mobile
  55. iPhone AppStore July, 2008
  56. darbs
  57. The main consequence for agencies and marketers
  58. The customer Message We
  59. + + =
  60. Find anything Share anything Ignore anything, That is not interesting or valuable for me
  61. Push is dead! The customer Message We
  62. Welcome to the age of PULL!
  63. The age of PULL: What pulls?
  64. The customer ?
  65. Banners? rarely ....
  66. What pulls?
  67. 1. Create content that customer seeks out and share
  68. Great Storytelling
  69. Create Experience Video Multimedia Aesthetics + Functionality
  70. Social Currency Something worth talk about Something worth to share with friends Great content is social currency
  71. 2. Create value Make his life better, easier, richer
  72. Involve customer Unleash their creative potential Collaboration Collective intelligence
  73. Customization and personlization
  74. Be Deep and Meaningful “The days of making funny things that may or may not have and effect on the clients business are ending” Jeff Benjamin Interactive Creative director Crispin Porter + Bogusky via: http://paulisakson.typepad.com/planning/2008/03/the-future-of-m.html
  75. Be Deep and Meaningful “It is not what you say that matters, it what you do”
  76. Strategy in digital age Increasing role and changing value of design
  77. Don’t focus on technology. Focus on customer needs, wants and behavior.
  78. Account Planning: 1960s-2000s Understanding customer Understanding Understanding creativity business
  79. Understanding customer and society /groups Understanding Understanding creativity business Understanding technology (what it enables rather than what is possible to do by it) but not focusing on it!
  80. Understanding customer and society /groups Understanding Understanding creativity business Understanding technology (what it enables rather than what is possible to do by it) but not focusing on it!
  81. What really pulls?
  82. 15 minutes break!

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