The Battle for Relevance at DM Jubileum Seminar

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Presentation by Kristof De Wulf at the DM Jubileum Seminar in Brussels on October 8, 2013.

Published in: News & Politics, Business

The Battle for Relevance at DM Jubileum Seminar

  1. 1. Kristof De Wulf THE BATTLE FOR RELEVANCE
  2. 2. @KRISTOFDEWULF THE MEDIUM IS THE MESSAGE
  3. 3. No, it’s ALL CONTENT! And the audience has spoken: they want stories. @KRISTOFDEWULF
  4. 4. WHAT CHANGED? @KRISTOFDEWULF
  5. 5. DIGITAL TRANS- FORMATION @KRISTOFDEWULF
  6. 6. ALWAYS ON @KRISTOFDEWULF
  7. 7. @KRISTOFDEWULF OVERLOAD
  8. 8. @KRISTOFDEWULF ROI?
  9. 9. NAKED IS THE NEW NORMAL @KRISTOFDEWULF
  10. 10. CONSUMERS ARE TAKING OVER @KRISTOFDEWULF
  11. 11. @KRISTOFDEWULF
  12. 12. @KRISTOFDEWULF
  13. 13. @KRISTOFDEWULF
  14. 14. @kristofdewulf
  15. 15. @KRISTOFDEWULF
  16. 16. Reality = PARALLEL BRAND & CONSUMER UNIVERSE @KRISTOFDEWULF
  17. 17. THINK LESS REACH @KRISTOFDEWULF
  18. 18. @KRISTOFDEWULF THINK MORE RELEVANCE
  19. 19. @KRISTOFDEWULF REACH THROUGH RELEVANCE!
  20. 20. @KRISTOFDEWULF REACH RELEVANCE RED OCEAN CONVERSATIONAL GRAVEYARD PERSONAL
  21. 21. This is NOT the way to do it. Vanish television commercial with REAL consumers ... @KRISTOFDEWULF
  22. 22. Relevance through HUMANIZATION. For Zappos, their call center is not a cost center, but a marketing investment. @KRISTOFDEWULF
  23. 23. Relevance through CONTROL. Stievie, the joint initiative of VMMa, VRT and SBS. @KRISTOFDEWULF
  24. 24. Relevance through SURPRISE. When taking your parking ticket, chances are high that you will put the ticket in your mouth. Wrigley coated the ticket with their mint flavor. @KRISTOFDEWULF
  25. 25. Relevance through EXCLUSIVITY. When Universal Studios went to launch the Wizarding World of Harry Potter theme park, they did it by only telling 7 people. @KRISTOFDEWULF
  26. 26. Relevance through PURPOSE. Dove’s "Real Beauty Sketches“ campaign further building on ‘real beauty’ insight. @KRISTOFDEWULF
  27. 27. Relevance through CREATION. In the Netherlands, more than 300,000 people sent in more than 600,000 ideas for new Lay’s tastes, sharing their ideas through their own media. @KRISTOFDEWULF
  28. 28. CONTENT VS CONTEXT @KRISTOFDEWULF
  29. 29. @KRISTOFDEWULF
  30. 30. @KRISTOFDEWULF
  31. 31. @KRISTOFDEWULF
  32. 32. DON’T THINK MEDIA, THINK RELEVANCE! @KRISTOFDEWULF

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