For the next generation, digital is much more than a technology or a channel. Through examples and case studies we will try to show how brands can adapt to this new digital culture.

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W H A T D I G I T A L
M E A N S
T O T H E N E X T
G E N E R A T I O N ?
comOn, the User Marketing Agency

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Digital is like electricity.
We don’t notice it anymore, but it’s always there.

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Digital has become indispensable,
but it is so infiltrated in our lives
that we don’t think of it as a ‘thing' anymore.

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Digital, like electricity, has fundamentally transformed the way
we behave, how we think and even how we feel.

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For the next generation,
digital is much more than
a technology or a channel.

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For the next generation, digital is a canvas.

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For the next generation, digital is a culture.

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For the next generation, digital is an attitude.

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T O T H E N E X T G E N E R A T I O N D I G I T A L I S A N
A T T I T U D E

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S O B R A N D S S H O U L D F O C U S O N
B E H A V I O R S
N O T P L A T F O R M S

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B R A N D S S H O U L D F O C U S O N T H E
U S E R
N O T T H E T E C H N O L O G Y

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U S E F U L
S O C I A L
E M O T I O N A L
R E A L
Brands should be…

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I N T H E D I G I T A L A G E B R A N D S M U S T B E
U S E F U L

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D I G I T A L I N S I G H T # 1
Users have a shorter attention span than a goldfish*.
*TIME Magazine, 2015

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MAKE THEIR LIVES BETTER
Instead of only telling fictional stories with empty
promises, advertising can add value to user’s lives.
Advertising can solve real problems.
B E U S E F U L
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I N T H E D I G I T A L A G E B R A N D S M U S T B E
S O C I A L

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D I G I T A L I N S I G H T # 2
Digital is a democratic space.
It’s accessible to all, but no one can control it.

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LET THEM OWN IT
Open up. A social brand celebrates its audience and let’s
them get involved. Let users treat your brand as a platform,
as something that can be built upon.
B E S O C I A L
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Quando inclinamos o telefone para a
direita, ouvimos vozes interiores
ingenuamente optimistas a começar a
ganhar protagonismo e a sobreporem-
se à voz do discurso principal.
E quanto mais inclinamos o telefone,
mais vozes aparecem, mais exagerado
é o otimismo, e mais imperceptível se
tornar a voz da mulher do filme.

22. © Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016
Quando inclinamos o telefone para a
direita, ouvimos vozes interiores
ingenuamente optimistas a começar a
ganhar protagonismo e a sobreporem-
se à voz do discurso principal.
E quanto mais inclinamos o telefone,
mais vozes aparecem, mais exagerado
é o otimismo, e mais imperceptível se
tornar a voz da mulher do filme.

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I N T H E D I G I T A L A G E B R A N D S M U S T B E
E M O T I O N A L

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D I G I T A L I N S I G H T # 3
Digital can amplify emotions.

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EMPATHIZE WITH USERS
Relatable brands understand users and are able to
connect with them on an emotional level.
Great advertising must touch our feelings.
B E E M O T I O N A L
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INSPIRE THEM
Make them dream.
Spark positive emotions.
Give them reasons to believe.
B E E M O T I O N A L
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I N T H E D I G I T A L A G E B R A N D S M U S T B E
R E A L

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D I G I T A L I N S I G H T # 4
Technology killed cheating.
You can't hide anything anymore.
There's too many people with phones and social media.

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BE HONEST
Transparency is no longer a choice, but how brands deal with it is.
Don’t edit the truth, tell the consumer the whole story upfront.
They’ll discover it anyway, whether by you or other source.
B E R E A L
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TAKE RISKS
Taking risks makes brands more relatable.
If a brand shows vulnerability, it will be easier for users to trust
them, precisely because they’re putting themselves at risk.
B E R E A L
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U S E F U L
S O C I A L
E M O T I O N A L
R E A L
Brands should be…

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L E A R N I N G
Digital is a behavior, not a platform.
So focus on the user, not on the technology.

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( W E A R E )
T H E N E X T
G E N E R A T I O N
comOn, the User Marketing Agency

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A C C O U N T M A N A G E R
I N Ê S
R A M O S

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H E A D O F S O C I A L
F I L I P E
M A C E D O

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