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LIVErtising 2015 4.1 the changing consumer

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Notes of my Master course for advertising majors at IHECS, Brussels, focusing on interactive marketing

Published in: Marketing
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LIVErtising 2015 4.1 the changing consumer

  1. 1. LIVErtising.NET IHECS 2014-20151
  2. 2. LIVErtising.NET IHECS 2014-2015 LIVertising #14.4 (1 / 2) How has the “customer 2
  3. 3. LIVErtising.NET IHECS 2014-20153
  4. 4. LIVErtising.NET IHECS 2014-20154
  5. 5. LIVErtising.NET IHECS 2014-20155
  6. 6. LIVErtising.NET IHECS 2014-20156
  7. 7. LIVErtising.NET IHECS 2014-20157
  8. 8. LIVErtising.NET IHECS 2014-20158
  9. 9. LIVErtising.NET IHECS 2014-20159 #1 People SEARCH for (brand) info
  10. 10. LIVErtising.NET IHECS 2014-201510 #1 …and MANIPULATE results
  11. 11. LIVErtising.NET IHECS 2014-201511 Google bombing
  12. 12. LIVErtising.NET IHECS 2014-201512
  13. 13. LIVErtising.NET IHECS 2014-201513
  14. 14. LIVErtising.NET IHECS 2014-201514 SEARCH – hint #1
  15. 15. LIVErtising.NET IHECS 2014-201515
  16. 16. LIVErtising.NET IHECS 2014-201516 NAP
  17. 17. LIVErtising.NET IHECS 2014-201517 Source: Local Search Association & Burke, Inc., “Local Media Tracking Study,” June 2014
  18. 18. LIVErtising.NET IHECS 2014-201519
  19. 19. LIVErtising.NET IHECS 2014-201520
  20. 20. LIVErtising.NET IHECS 2014-201521 search – hint #2
  21. 21. LIVErtising.NET IHECS 2014-201522 http://youtu.be/W3k1USQbq80
  22. 22. LIVErtising.NET IHECS 2014-2015 http://www.zazzlemedia.co.uk/?resource=6189 Personal Research Business/service in location Groups liked by people who live in location Groups about location/interest/brand/person Apps my friends marked as insert name use Movies liked by friends/person/page/brand Music liked by friends/person/page/brand Favourite music of my friends Photos taken in location/place of interest 23 Influencer Discovery & Insight Foods/Drinks/Pets liked by person Groups of people who like brand/person/interest Groups liked by people who like brand/person/interest/location Groups liked by people who live in location People who are not my friends and like brand/person/interest Groups of people who like topic and brand/person/interest/location Pages/interests liked by specific influencer Fans of brand/person/interest/location and brand/person/interest People who work at company and like brand/person/interest/location
  23. 23. LIVErtising.NET IHECS 2014-201524 http://bit.ly/1lnPqfU https://youtu.be/U94DTrjAvuA?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
  24. 24. LIVErtising.NET IHECS 2014-201525 search – hint #3
  25. 25. LIVErtising.NET IHECS 2014-201526
  26. 26. LIVErtising.NET IHECS 2014-201527
  27. 27. LIVErtising.NET IHECS 2014-201528
  28. 28. LIVErtising.NET IHECS 2014-201529
  29. 29. LIVErtising.NET IHECS 2014-201530 General information How old is [Neil deGrasse Tyson]? Where was [Louis C.K.] born? Define [colloquial] (Or “What does [colloquial] mean?”) What time is it in [Tokyo]? Search for [photography tips] Show me pictures of [the Leaning Tower of Pisa] Do I need an umbrella today? What’s the weather like? What’s the weather in [New Orleans] [th What the [Google] stock price? What is [Apple] trading at? What’s [182 yards] in [miles]? What is [12 ounces] in [liters]? What’s [135] divided by [7.5]? (A great many types of math equations will work.) Search [Tumblr] for [cat pictures] (more apps are added to this search-within-apps function all th
  30. 30. LIVErtising.NET IHECS 2014-201531
  31. 31. LIVErtising.NET IHECS 2014-201532 #2
  32. 32. LIVErtising.NET IHECS 2014-201533
  33. 33. LIVErtising.NET IHECS 2014-201534 #2 People SHARE
  34. 34. LIVErtising.NET IHECS 2014-201535
  35. 35. LIVErtising.NET IHECS 2014-201536 Social shoppers are 2 to 3 times more likely to convert http://t.co/maMODzG3
  36. 36. http://www.linkedin.com/network?trk=hb_tab_net
  37. 37. LIVErtising.NET IHECS 2014-201539
  38. 38. LIVErtising.NET IHECS 2014-201540
  39. 39. LIVErtising.NET IHECS 2014-201541
  40. 40. LIVErtising.NET IHECS 2014-201542 #3
  41. 41. LIVErtising.NET IHECS 2014-201543
  42. 42. LIVErtising.NET IHECS 2014-201544 #3 People ORGANIZE (themselves AND around brands)
  43. 43. LIVErtising.NET IHECS 2014-201545 #pp11
  44. 44. LIVErtising.NET IHECS 2014-201546
  45. 45. LIVErtising.NET IHECS 2014-201547 #4
  46. 46. LIVErtising.NET IHECS 2014-201548
  47. 47. LIVErtising.NET IHECS 2014-201549 #4 People REACT (to brands too)
  48. 48. LIVErtising.NET IHECS 2014-201550 #4 People are CREATIVE (with brands too)
  49. 49. LIVErtising.NET IHECS 2014-201553
  50. 50. LIVErtising.NET IHECS 2014-201554
  51. 51. LIVErtising.NET IHECS 2014-201555
  52. 52. LIVErtising.NET IHECS 2014-201556
  53. 53. LIVErtising.NET IHECS 2014-201557 5 years: 76K vs 3 months: 140K
  54. 54. LIVErtising.NET IHECS 2014-201558
  55. 55. LIVErtising.NET IHECS 2014-201559 #5
  56. 56. LIVErtising.NET IHECS 2014-2015 5 M – 5 D 60
  57. 57. LIVErtising.NET IHECS 2014-201561 #5 People BROADCAST
  58. 58. LIVErtising.NET IHECS 2014-2015 How has the consumer changed? 01 search 02 share 03 organize react04 broadcast05

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