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Media Convergence - Customer Behaviour

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(2014 Oct, updated) On an escape-to-nowhere frame where the fragmentation media consumption draws the current path, only one direction can be clear for brands and advertsing agencies: Less interruption, more conversation

Video links:
"The Last Advertising Agency On Earth"
http://vimeo.com/10251808

"Wonderbra Decoder | Uncover Adriana Cernanova's secrets"
http://www.youtube.com/watch?v=dLBFkC2qvl0

"WWF Siberian Tiger"
http://www.youtube.com/watch?v=0ZO4mkTbaj0

"eMart Shadow-Activated QR Code Korean Supermarket Campaign"
http://www.youtube.com/watch?v=1N6EdgN3FUU

"TAT The Future of Screen Technology 2014"
http://www.youtube.com/watch?v=g7_mOdi3O5E

"The incredible world of Diminished Reality"
http://www.youtube.com/watch?v=FgTq-AgYlTE

"Sight"
http://vimeo.com/46304267

Published in: Business

Media Convergence - Customer Behaviour

  1. 1. #lessinterruption Mando Liussi @mandomando Solucionador, mentor, emprendedor. Director Marketing Digital INESDI, coautor «Comunicación Corporativa» «Mobile Communications» Navegando en familia
  2. 2. #lessinterruption 3
  3. 3. spaceusedtodeliverdata
  4. 4. spaceusedtodeliverdata (betweenpeople) advertisingmedia broadcastmedia digitalmedia electronicmedia hypermedia massmedia multimedia
  5. 5. technological | digital | media technological convergence tendency different technological systems evolve toward performing similar tasks
  6. 6. technological | digital | media digital convergence previously separate technologies voice (telephony), data (productivity applications), video share resources synergic interaction
  7. 7. technological | digital | media media convergence merging of mass communication outlets print, television, radio, the internet along portable & interactive technologies digital media platforms story line | leitmotiv interacting levels
  8. 8. #lessinterruption #exercise Ego- surfing…? 12
  9. 9. #lessinterruption #exercise Ego- surfing…? Another door to enter into storytelling
  10. 10. #lessinterruption armando mando mandomando
  11. 11. #lessinterruption
  12. 12. #lessinterruption
  13. 13. #lessinterruption puertorico mandomando=passingballgame?
  14. 14. #lessinterruption philippines mandomando=hi!
  15. 15. #lessinterruption singapore mandomando=hideandseek
  16. 16. #lessinterruption
  17. 17. #lessinterruption media convergence needs media monitoring
  18. 18. #lessinterruption monitoring is research without trash
  19. 19. #lessinterruption …content varies from media to media, as well perception does...
  20. 20. #lessinterruption #exercise Ego- surfing…? True needs Context
  21. 21. #lessinterruption current scenario: data,facts andquotes
  22. 22. #lessinterruption Carat 2008 | 2012 | 2020 escapeto nowhere fragmentation media consumption
  23. 23. #lessinterruption Medios tradicionales fragmentacion mobileworldrules
  24. 24. #lessinterruption changingbehaviors
  25. 25. http://www.thinkroth.com/ | Whitepaper | http://www.thinkroth.com/QR-Code-Whitepaper.pdf
  26. 26. #lessinterruption Who and how is the new consumer Roles. New habits and behaviors. New social and skill- oriented profiles. Prosumers and influencers on the Web.
  27. 27. #lessinterruption Now, the consumer is Social. Replaces the physical presence by a virtual dialogue. Network explosion
  28. 28. #lessinterruption Now, the consumer is Critical. Accurate. Prepared. Gets information fast about needs and wants. And then, knows the real choices.
  29. 29. #lessinterruption Now, the consumer is Interactive. Sharist. Share time and knowledge with others online. Weak ties, strong ties
  30. 30. #lessinterruption Now, the consumer is Mobile. Smartphones, tablets, public Wi-Fi, always connected.
  31. 31. #lessinterruption Now, the consumer is Mobile. Smartphones, tablets, public Wi-Fi, always connected.
  32. 32. #lessinterruption
  33. 33. #lessinterruption
  34. 34. #lessinterruption SO-LO-MO Social Local Mobile
  35. 35. #lessinterruption Nomofobia No-mobile-fobia
  36. 36. #lessinterruption casestudy eMart (Shadow-Activated QRCodeCampaign)
  37. 37. #lessinterruption
  38. 38. #lessinterruption Now, the consumer is Global. People knows what and where, globally, beyond traditional media news.
  39. 39. #lessinterruption
  40. 40. Omnichannelconcept
  41. 41. #lessinterruption 45
  42. 42. #lessinterruption • To share knowledge • To recommend product and services • To reflect on the daily things. • To create opinion-positioning • To spread news • By nature, to write, talk, by the opportunity of having a free worldwide voice. 1. They are the new OPINION LEADERS 2. VIPs for brands 3. Broadcast messages 4. It is the "citizen journalism" 5. Create and generate value +1000 millons blog worldwide
  43. 43. #lessinterruption networks & behaviors to remember …and there’s more
  44. 44. #lessinterruption networks & behaviors to remember
  45. 45. #lessinterruption The Cluetrain Lost
  46. 46. #lessinterruption fact: we lost the captive audience
  47. 47. #lessinterruption fact: companies do not still have enough digital culture in media communication
  48. 48. #lessinterruption fact: companies do not still have enough digital culture in media communication
  49. 49. #lessinterruption thekeytosurviveis lessinterruption (focusingoninsightsprofiles, mediabehaviors) goingtomore,better,efficient conversationtogaininteractions
  50. 50. Mobile Ads Sucks : Steve Jobs en Business Week Enero 2010 / Affaire Adidas Bloomberg Businessweek “mobile ads sucks” steve jobs / business week january 2010 / affaire adidas
  51. 51. #lessinterruption -interruption+conversation (screens,prevailed!)
  52. 52. #lessinterruption nomophobia… ok?
  53. 53. #lessinterruption nomophobia… ok?
  54. 54. #lessinterruption …back to the cluetrain lost
  55. 55. #lessinterruption Thefirstadvertisement andtheothers Laypreachers &criers (Paris,France) |1269
  56. 56. #lessinterruption Until … …Gutemberg(1450) …"SocietéGéneéraledesAnnonces“ (1845) …MadMen(1950)
  57. 57. #lessinterruption whyadshave workedinthe past? Your Ad here
  58. 58. #lessinterruption 1. Close tothemediaowners 2. Publicreachcontrolled 3. Real-world motivational actions 4. Shareinvolvementwiththeclient's timescale Your Ad here
  59. 59. #lessinterruption 1. Close tothemediaowners 2. Publicreachcontrolled 3. Real-world motivational actions 4. Shareinvolvementwiththeclient's timescale 5. Andinterruption wasfine Your Ad here
  60. 60. #lessinterruption Whatchange ourattitudeto Ads? Your Ad here
  61. 61. #lessinterruption
  62. 62. #lessinterruption
  63. 63. #lessinterruption
  64. 64. #lessinterruption
  65. 65. #lessinterruption
  66. 66. #lessinterruption
  67. 67. #lessinterruption
  68. 68. #lessinterruption
  69. 69. #lessinterruption
  70. 70. #lessinterruption
  71. 71. #lessinterruption
  72. 72. #lessinterruption
  73. 73. #lessinterruption
  74. 74. #lessinterruption
  75. 75. #lessinterruption
  76. 76. #lessinterruption
  77. 77. #lessinterruption BizFacts
  78. 78. #lessinterruption Whomovedmy cheese?
  79. 79. #lessinterruption Whomovedmy cheese? Where is it now?
  80. 80. #lessinterruption audience= media where“convergence+consumerbehaviour”means 1. creation (multi-mediastories,co-creation&crowdsourcing,mixedproductionprocess) 2. distribution (mobilefirst,mobileeverywhere) 3. consumption (nolimits,nobarriers,nosegmentation) http://www.slideshare.net/matthewbuckland
  81. 81. #lessinterruption corporatecommunicationsbasedoncustomerbehaviors theconvergenceofpaid,owned&earnedmedia
  82. 82. #lessinterruption
  83. 83. #lessinterruption
  84. 84. #lessinterruption Majority of our daily media interactions are screen based
  85. 85. #lessinterruption Computers keep us productive and informed
  86. 86. #lessinterruption Smartphones keep us connected
  87. 87. #lessinterruption Tablets keep us entertained
  88. 88. #lessinterruption TV no longer commands our full attention
  89. 89. #lessinterruption backtobusiness
  90. 90. #lessinterruption backtobusiness fromeventsponsoringtoactiveconversation
  91. 91. #lessinterruption backtobusiness fromeventsponsoringtoactiveconversation fromsuper-bowlbig screentotwitter- intimacy-screen
  92. 92. #lessinterruption backtotheory AuthorsConvergence Lisbeth Klastrup Susana Tosca Colin B. Harvey Transmedial Worlds Ephemeral Extensions Transmedial Storytelling Meeting Expectations Jason Mittell Maria L. Leavenworth’s Transmedial Concepts Representation Of Subjectivity J. Alexander Bareis Jan-noël Thon Henry Jenkins Media Collision Emphasis On The Participatory Potential X
  93. 93. #lessinterruption #exercise What does X mean?
  94. 94. #lessinterruption #exercise What does X mean? leitmotiv sustainability
  95. 95. #lessinterruption
  96. 96. #lessinterruption video cases
  97. 97. #lessinterruption 1. adagencies lostpublicconnection 2. theyunderestimated people opinion 3. theyforgettotalk 4. theylostthecluetrain whatreally happened?
  98. 98. #lessinterruption 1. brandsneeds advertising 2. advertisersneedto understand customerbehavior changes
  99. 99. #lessinterruption Ad Agencies reborn as digital agencies
  100. 100. #lessinterruption and convergence conversation happens.
  101. 101. #lessinterruption casestudy wonderbra
  102. 102. #lessinterruption casestudy
  103. 103. #lessinterruption media convergencegoes aboutindividuals context,soanewkind ofcreativitymustpush thelimits
  104. 104. #lessinterruption casestudy digitalsignage: don’tinterruptme… unlessyoucan
  105. 105. #lessinterruption
  106. 106. #lessinterruption
  107. 107. #lessinterruption solomoforadsmeans“don't interrupttheirentertainment, unlessyoucanbepartofit” solomo:social,local,mobile
  108. 108. #lessinterruption as consumer media habits shift, brand requires media ubiquity
  109. 109. Aplicaciones contextuales Interactivecontextual Apps
  110. 110. SoLoMo > Publicidad localizada > mCommerce Usefulbranded dataturnintobusiness
  111. 111. Videogamegadgetsintoshopperception
  112. 112. #lessinterruption diminished reality erased stuff as kpis (people, objects, brand exposition) Brand services
  113. 113. #lessinterruption
  114. 114. #lessinterruption
  115. 115. #lessinterruption Thanks!

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