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LIVErtising 2018 01 Where has the love gone?

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Keynote of my Master course in digital marketing communication at IHECS, Brussels

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LIVErtising 2018 01 Where has the love gone?

  1. 1. LIVErtising.netS 2017-18 1 1 Issues in marketing communication 2017-18 #1
  2. 2. LIVErtising.netS 2017-18 1 Where has the LOVE gone? 1 Issues in marketing communication 2017-18 #1
  3. 3. LIVErtising.netS 2017-18 2
  4. 4. LIVErtising.netS 2017-18 3 https://youtu.be/D3qltEtl7H8
  5. 5. LIVErtising.netS 2017-18 3 https://youtu.be/D3qltEtl7H8
  6. 6. LIVErtising.netS 2017-18 4 talking dialogue listening genuine
  7. 7. LIVErtising.netS 2017-18 5
  8. 8. LIVErtising.netS 2017-18 5 billboard coupons print campaign 28 to 34, modest disposable income
  9. 9. LIVErtising.netS 2017-18 6 14% of people trust ads 78%of people trust recommendation s
  10. 10. LIVErtising.netS 2017-18 7
  11. 11. The end of advertising?
  12. 12. LIVErtising.netS 2017-18 9
  13. 13. LIVErtising.netS 2017-18 10 #LIVErtising
  14. 14. LIVErtising.netS 2017-18 11 +11%
  15. 15. LIVErtising.netS 2017-18 11 +11% take notes!
  16. 16. LIVErtising.netS 2017-18 12
  17. 17. LIVErtising.netS 2017-18 13 Web1.0 2.0
  18. 18. LIVErtising.netS 2017-18 13 Web Meaning? 1.0 2.0
  19. 19. LIVErtising.netS 2017-18 13 Meaning? 1.0 2.0
  20. 20. LIVErtising.netHECS2016-17 14
  21. 21. LIVErtising.netHECS2016-17 14
  22. 22. LIVErtising.netS 2017-18 15
  23. 23. LIVErtising.netS 2017-18 15
  24. 24. LIVErtising.netS 2017-18 16
  25. 25. LIVErtising.netS 2017-18 17 UGC Data: Salesforce, 2016
  26. 26. LIVErtising.netS 2017-18 17 UGC Data: Salesforce, 2016
  27. 27. LIVErtising.netS 2017-18 17 UGC Data: Salesforce, 2016
  28. 28. LIVErtising.netS 2017-18 17 UGC Data: Salesforce, 2016
  29. 29. LIVErtising.netS 2017-18 18
  30. 30. LIVErtising.netS 2017-18 18
  31. 31. LIVErtising.netS 2017-18 18 #brand bashing #hashtag-hijacking
  32. 32. LIVErtising.netS 2017-18 19 https://digiday.com/brands/coca-colas-gif-maker-getting-trolled-tumblr/
  33. 33. LIVErtising.netS 2017-18 19 https://digiday.com/brands/coca-colas-gif-maker-getting-trolled-tumblr/
  34. 34. LIVErtising.netS 2017-18 20
  35. 35. LIVErtising.netS 2017-18 20
  36. 36. LIVErtising.net How has this translated in adspend? 21
  37. 37. LIVErtising.net How has this translated in adspend? 21
  38. 38. LIVErtising.net How has this translated in adspend? 21
  39. 39. LIVErtising.netS 2017-18 22
  40. 40. LIVErtising.netS 2017-18 23
  41. 41. Communication is Digital
  42. 42. Digital
  43. 43. Digital is SO LO MO
  44. 44. Digital is SO LO MO
  45. 45. LIVErtising.netS 2017-18 26
  46. 46. LIVErtising.netS 2017-18 26 2011
  47. 47. LIVErtising.netS 2017-18 27 https://www.theguardian.com/technology/2016/nov/02/mobile-web-browsing-desktop-smartphones-tablets
  48. 48. LIVErtising.netS 2017-18 27 https://www.theguardian.com/technology/2016/nov/02/mobile-web-browsing-desktop-smartphones-tablets
  49. 49. LIVErtising.netS 2017-18 27 https://www.theguardian.com/technology/2016/nov/02/mobile-web-browsing-desktop-smartphones-tablets 2016
  50. 50. LIVErtising.netS 2017-18 28 https://www.slideshare.net/wearesocial/digital-in-2018-global-overview-86860338
  51. 51. LIVErtising.netS 2017-18 29
  52. 52. LIVErtising.netS 2017-18 30 comScore. Mobile Hierarchy of Needs, 2017
  53. 53. LIVErtising.netS 2017-18 31
  54. 54. LIVErtising.netS 2017-18 31
  55. 55. LIVErtising.netS 2017-18 32 comScore. Mobile Hierarchy of Needs, 2017
  56. 56. LIVErtising.netS 2017-18 33 Use vs Adspend?
  57. 57. LIVErtising.netS 2017-18 34
  58. 58. LIVErtising.netS 2017-18 35
  59. 59. LIVErtising.netS 2017-18 35
  60. 60. LIVErtising.netS 2017-18 35 2015
  61. 61. LIVErtising.netS 2017-18 36 J. Walter Thompson Intelligence, The Future 100
  62. 62. LIVErtising.netS 2017-18 37 Adspend vs Sales?
  63. 63. LIVErtising.netS 2017-18 38 comScore. Mobile Hierarchy of Needs, 2017
  64. 64. LIVErtising.netS 2017-18 38 comScore. Mobile Hierarchy of Needs, 2017
  65. 65. LIVErtising.netS 2017-18 38 comScore. Mobile Hierarchy of Needs, 2017 50%
  66. 66. LIVErtising.netS 2017-18 39
  67. 67. LIVErtising.net A quick recap 40 DIGITAL MOBILE 1 3 2 4 5 MOBILE FIRST APPIFICATION CHALLENGE
  68. 68. LIVErtising.net A quick recap 40 DIGITAL MOBILE Mobile : AT AW C(M)D 1 3 2 4 5 MOBILE FIRST APPIFICATION CHALLENGE
  69. 69. LIVErtising.net A quick recap 40 DIGITAL MOBILE Mobile : AT AW C(M)D Mobile FIRST 1 3 2 4 5 MOBILE FIRST APPIFICATION CHALLENGE
  70. 70. LIVErtising.net A quick recap 40 DIGITAL MOBILE Mobile : AT AW C(M)D Mobile FIRST App-ification of digital UX 1 3 2 4 5 MOBILE FIRST APPIFICATION CHALLENGE
  71. 71. LIVErtising.net A quick recap 40 DIGITAL MOBILE Mobile : AT AW C(M)D Mobile FIRST App-ification of digital UX New formats&creativity 1 3 2 4 5 MOBILE FIRST APPIFICATION CHALLENGE
  72. 72. LIVErtising.net A quick recap 40 DIGITAL MOBILE Mobile : AT AW C(M)D Mobile FIRST App-ification of digital UX New formats&creativity Data: privacy & metrics 1 3 2 4 5 MOBILE FIRST APPIFICATION CHALLENGE
  73. 73. LIVErtising.netS 2017-18 41
  74. 74. LIVErtising.netS 2017-18 42
  75. 75. LIVErtising.netS 2017-18 43
  76. 76. LIVErtising.netS 2017-18 43 A Progressive Web App uses modern web capabilities to deliver an app-like user experience. They evolve from pages in browser tabs to immersive, top-level apps, maintaining the web's low friction at every moment.
  77. 77. IHECS 207_18 LIVErtising.net 44 Progressive enhancement Responsive Connectivity independent Fresh Secure Discoverable Installable Linkable
  78. 78. IHECS 207_18 LIVErtising.net 44 Progressive enhancement Responsive Connectivity independent Fresh Secure Discoverable Installable Linkable
  79. 79. IHECS 207_18 LIVErtising.net 44 Progressive enhancement Responsive Connectivity independent Fresh Secure Discoverable Installable Linkable
  80. 80. IHECS 207_18 LIVErtising.net 44 Progressive enhancement Responsive Connectivity independent Fresh Secure Discoverable Installable Linkable
  81. 81. IHECS 207_18 LIVErtising.net 44 Progressive enhancement Responsive Connectivity independent Fresh Secure Discoverable Installable Linkable
  82. 82. IHECS 207_18 LIVErtising.net 44 Progressive enhancement Responsive Connectivity independent Fresh Secure Discoverable Installable Linkable
  83. 83. IHECS 207_18 LIVErtising.net 44 Progressive enhancement Responsive Connectivity independent Fresh Secure Discoverable Installable Linkable
  84. 84. IHECS 207_18 LIVErtising.net 44 Progressive enhancement Responsive Connectivity independent Fresh Secure Discoverable Installable Linkable
  85. 85. IHECS 207_18 LIVErtising.net 44 Progressive enhancement Responsive Connectivity independent Fresh Secure Discoverable Installable Linkable
  86. 86. IHECS 207_18 LIVErtising.net 45
  87. 87. IHECS 207_18 LIVErtising.net 45 “rolling out the mobile first index”
  88. 88. LIVErtising.netS 2017-18 46 Social captures most time spent on mobile
  89. 89. LIVErtising.netS 2017-18 46 Social captures most time spent on mobile
  90. 90. SO
  91. 91. SO
  92. 92. LIVErtising.netS 2017-18 48
  93. 93. LIVErtising.netS 2017-18 49 https://www.mediapost.com/publications/article/309626/facebook-registers-soaring-ad-revs-mobile-dominat.html
  94. 94. LIVErtising.netS 2017-18 50
  95. 95. LIVErtising.netS 2017-18 50
  96. 96. LO
  97. 97. LO Consumers expect that they can get what they want in their immediate context and moments of need
  98. 98. LIVErtising.netS 2017-18 52 https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micro-moments-understand-new-consumer-behavior/
  99. 99. LIVErtising.netS 2017-18 53 https://www.thinkwithgoogle.com/advertising-channels/search/what-we-searched-for-2015/
  100. 100. LIVErtising.netS 2017-18 54
  101. 101. LIVErtising.netS 2017-18 55 #TakeAction by @Amnesty
  102. 102. LIVErtising.netS 2017-18 55 #TakeAction by @Amnesty
  103. 103. LIVErtising.netS 2017-18 56
  104. 104. LIVErtising.netS 2017-18 57
  105. 105. LIVErtising.netS 2017-18 57
  106. 106. LIVErtising.netS 2017-18 57
  107. 107. LIVErtising.netS 2017-18 58
  108. 108. LIVErtising.netS 2017-18 58
  109. 109. LIVErtising.netS 2017-18 59
  110. 110. http://youtu.be/SkGaFRwIs7c
  111. 111. http://youtu.be/SkGaFRwIs7c
  112. 112. http://youtu.be/SkGaFRwIs7c
  113. 113. LIVErtising.netS 2017-18 61
  114. 114. Going further…
  115. 115. LIVErtising.netS 2017-18 63 #LIVErtising
  116. 116. LIVErtising.netS 2017-18 64
  117. 117. LIVErtising.netS 2017-18 65 https://www.digitalwallonia.be/citoyens2017/
  118. 118. LIVErtising.netS 2017-18 66 https://www.imec-int.com/digimeter
  119. 119. LIVErtising.netS 2017-18 67
  120. 120. LIVErtising.netS 2017-18 68
  121. 121. LIVErtising.netS 2017-18 68
  122. 122. LIVErtising.netS 2017-18 69
  123. 123. LIVErtising.netS 2017-18 70

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