Cultural Relevance In Adoption of New Media & Business Models – Media Hungary 2014 Siofok – Sirous Kavehercy

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Second screen, eCommerce, social media and companion applications are high on everyone’s agenda in the media industry. But where is the money? Is adoption only a matter of time? or culture? When will digital media become a major revenue driver? On the 13th of May 2014 I gave this keynote at Media Hungary 2014. In my talk I discussed how understanding a country’s culture is essential in the successful deployment of new media and why audiences in different parts of the world are not alike just because they use the same means of communication. The presentation analysed a cultural perspective on media usage and business models supported based on case studies.

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"Insanity is doing the same thing over and over again and expecting different results" - Albert Einstein As you may agree, internet has increasingly become a destination for us rather than a useful tool. We refer to internet through commercial brands (Facebook, Google, Twitter etc.). Is this where we want to be after 20 years of internet? There is more to internet than liking, posting, searching, following and linking. In this talk I take a look back to 70's where most of today's technological IT innovations were initiated. We discuss the internet ideals and why crowd-based innovations survive while larger companies find it difficult to deal with the real world. There is a reason for 75% of all websites worldwide to be running on an open source software (Apache). And there is a reason for ground breaking innovations in medicine to be coming from regular people and groups of amateurs and not pharmaceutical companies. We always have a choice when it comes to using internet. We can only enable change if we make different choices. That is why it is time to reboot the way we experience internet and this time around, make a difference!

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I gave this presentation at Media Hungary 2013 in Siofok on May 14th. What does it mean to be “relevant”? We all have our own interpretations. Media landscape has changed and with it our social behavior and perceptions of relevance. This presentation discusses “The New Relevant” and presents a few case studies. Special credits and thanks to: www.Wefilm.nl www.RTL.nl www.C2B.nu www.Froot.nl www.WEBclusive.nl www.klm.nl www.DeCorrespondent.nl www.lays.nl ------ Summary --------------------------------------------------------------------------------------- As a company or brand, what do you do to be successful online? SEO, SEA. apps, mobile websites, games. FB likes, and Twitter follower etc etc...? Your audience doesn’t want channels, apps and websites, they want answers, they want service... All communication will be irrelevant if there is no purpose. Being "relevant" is more than just broadcasting information, it's about the ability to learn and the agility to adapt! See the (R)Elephant!

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De marketeer verliest relevantie! Marketing is een synoniem geworden voor nieuwe technologieën, de mens is gereduceerd tot een databron voor technologie en aandacht voor diversiteit en cultuur is ver te zoeken. Dat waren enkele punten waar ik over sprak in mijn presentatie over de toekomst van de marketeer tijdens de NIMA Marketing Week 2020 met SRM. Om relevant te blijven moeten marketeers in control zijn over hun eigen toekomst en een nieuwe mindset ontwikkelen gebaseerd op morele verantwoordelijkheid, integrale samenwerking in de organisatie en een centrale plek voor diversiteit en cultuur in hun strategie. Ben je benieuwd naar het verhaal? Stuur me een berichtje of laat een comment achter. INTRODUCTIE: De Coronacrisis heeft de digitale transformatie op alle lagen van organisaties een boost gegeven. Maar de urgentie om te transformeren was al in de afgelopen decennia steeds zichtbaarder geworden door alle digitale ontwikkelingen. - In de laatste 100 jaar konden organisaties door middel van marketing zorgen voor verandering in consumentengedrag. Anno 2020 is het precies andersom: het veranderende consumentengedrag zet organisaties onder druk en transformeert het marketingvak. - Door digitalisering en globalisering hebben organisaties te maken met concurrenten en consumenten uit alle hoeken van de wereld en one-size-fits-all strategieën werken niet meer. - Inmiddels bestaat marketing uit tientallen specialisaties en wordt het gedreven door technische innovaties die elkaar in rap tempo opvolgen. Ze worden bedacht door partijen die – in tegenstelling tot marketeers – niet met politiek, cultuur, maatschappij en ethiek rekening hoeven te houden. En zeker niet met de consument. Welke gevolgen heeft dit allemaal voor de marketeers? Hoe ziet hun toekomst eruit? Wat moeten zij leren en doen om relevant te blijven? De marketeer zal zichzelf de komende jaren opnieuw moeten uitvinden en laten zien dat digitale transformatie zijn of haar rol juist veel nieuwe kansen biedt. Zowel aan bedrijven als aan consumenten. https://www.tripylonmedia.com/2020/07/09/nima-marketing-week-2020-de-toekomst-van-de-marketeer/

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