The document discusses how digital technologies have redefined marketing and communications. It notes that the first era of digital advertising was similar to traditional advertising, but the second wave does much more by redefining communication. Specifically, brands now have digital ecosystems consisting of many touchpoints like social networks, gaming, mobile, and more that generate data that can be measured. It also discusses how digital allows for new forms of storytelling, personalization, and two-way conversations between brands and consumers.

1. SpaceInvaders Thedaywheneverythingchangedwhatweknewaboutmarketing 1 Powerpoint Vorlage 2010 18.02.2010

2. Hello I am happy to behere 2 Powerpoint Vorlage 2010 18.02.2010

3. Gerald Hensel. Neue Digitale / Razorfish, Frankfurt. SocialInfluenceStrategist. StudiedPolitical Sciences, Literature. I was Copywriter, ConceptDeveloper. davaidavai.com, twitter.com/ghensel. 3 Powerpoint Vorlage 2010 18.02.2010

4. Powerpoint Vorlage 2010 Whatishappening out there? Whydoesitredefinemarketing? Whatdoesitmeanforyou? What will I try to answer? Questionsfortoday 18.02.2010 4

5. Powerpoint Vorlage 2010 18.02.2010 5

6. Razorfish 6 Powerpoint Vorlage 2010 18.02.2010

7. Publicis Groupe 7 Powerpoint Vorlage 2010 18.02.2010

8. 1978 TomohiroNishikadocreates a GamecalledSpaceInvaders. 8 Powerpoint Vorlage 2010 18.02.2010

10. 2009 A gamebecomesthe best sellingpiece of entertainment 10 Powerpoint Vorlage 2010 18.02.2010

11. SpaceInvaders was not a perfectvisualexperience. Butitlived and reacted. That was new and madetheinvasionsucceed. 11 Powerpoint Vorlage 2010 18.02.2010

12. Powerpoint Vorlage 2010 TheSpace Invasion in Advertisingcomesfrom Digital. Itlives and reacts real time. And that‘s a completelynewchallengeforstrategists. Butlet‘sstep back and askourselves Thefirstera of digital was similar to traditional advertising The second wavedoes so muchmore, itredefinescommunication....ummm....products Brands and agencieshave to revisewhotheyare and whattheydeliver Nothingelsethatthat A revolution 18.02.2010 12

13. weknow how to stageproducts 13 Eine einzeilige Fußzeile 18.02.2010

14. Powerpoint Vorlage 2010 14 18.02.2010 A lot of stuffgoing on behindthescenes Thetruth

15. Powerpoint Vorlage 2010 15 18.02.2010 Same, same. But different. A comparison adidasRunningprint ad adidasRunningwebsite

16. Powerpoint Vorlage 2010 16 18.02.2010 Same, same. But different. A comparison adidasRunningprint ad adidasRunningwebsite Makesthings

17. cool butwedon‘tbuildwebsites 17 Eine einzeilige Fußzeile 18.02.2010

18. Powerpoint Vorlage 2010 18 18.02.2010 Thisis 1984

19. Powerpoint Vorlage 2010 19 18.02.2010 Thisis 2009

20. Powerpoint Vorlage 2010 20 18.02.2010 Same, same. But different. Thebrand‘s digital ecosystem Widgets SocialNet-works Gaming eCom-merce Banner ads CRM Mobile InStore

21. Digital isitsownworld, built on many different touchpoints. Itconsists of data. Data thatcanbemeasured and used to drivethecustomerwherewewanthim. But, oh...thereisonemorething. 21 Powerpoint Vorlage 2010 18.02.2010

22. Powerpoint Vorlage 2010 22 18.02.2010 Digital conversations as newlayer in brand communication Beyondthe brand

23. 23 Powerpoint Vorlage 2010 18.02.2010

24. Powerpoint Vorlage 2010 Communication in the 2.0 Ecosystem Brand relevant communicationwhichisnotdirectlyinfluencedbythe brand – with different types of P2P communication. Passive brand assets 18.02.2010 24 Communicationdirectlysponsoredbythe brand. Brand pushesinformation, distributescontentactively. Active brand assets Brand supports P2P communication, asksforfeedback, offersshareablity Semiactive brand assets

25. Powerpoint Vorlage 2010 Communication in the 2.0 Ecosystem 18.02.2010 25 Communicationdirectlysponsoredbythe brand. Brand pushesinformation, distributescontentactively. Active brand assets

26. Powerpoint Vorlage 2010 Same brand, different experience Storytelling 18.02.2010 26

27. Powerpoint Vorlage 2010 Same brand, different experience Personalization 18.02.2010 27

28. Powerpoint Vorlage 2010 Same brand, different experience Consulting 18.02.2010 28

29. Powerpoint Vorlage 2010 Communication in the 2.0 Ecosystem 18.02.2010 29 Brand supports P2P communication, asksforfeedback, offersshareablity Semiactive brand assets

30. Conversationstarter Same brand, different experience

31. Conversationstarter Same brand, different experience

32. Powerpoint Vorlage 2010 Communication in the 2.0 Ecosystem Brand relevant communicationwhichisnotdirectlyinfluencedbythe brand – with different types of P2P communication. Passive brand assets 18.02.2010 32

33. 2008 Facebook as big as Brazil 33 Powerpoint Vorlage 2010 18.02.2010

34. 2009 Facebook as big as Indonesia 34 Powerpoint Vorlage 2010 18.02.2010

35. 2010 Facebookbigger as the U.S. 35 Powerpoint Vorlage 2010 18.02.2010

36. 36 Powerpoint Vorlage 2010 18.02.2010

37. 90% of thesocialuniverseareunderwater. It‘sintelligence 37 Powerpoint Vorlage 2010 18.02.2010

38. Powerpoint Vorlage 2010 18.02.2010 38 The fast lane Frombigideas to microstrategies

39. GAP To boldlygowhere no brand has gonebefore

40. OMG Amandaa Let‘stravel to Adventureland

41. EA Games Reacting on a user‘sproblem

42. IKEA Offeringcreativesolutionsforpromotion

43. Whilemany in myindustrythink in advertising, brands and agencies canuse digital to do muchmore. Createbetterproducts, serviceexperiencesorprices... orcreatecompletelynewproducts. 43 Powerpoint Vorlage 2010 18.02.2010

44. OMG Amandaa Let‘stravel to Adventureland

49. Digital will end theera of classic advertisingbecauseit will finish off theconcept of awareness-only. Accept a world in whicheveryone can and will act. Therearezillions of possibilities. 49 Powerpoint Vorlage 2010 18.02.2010

52. Powerpoint Vorlage 2010 Your Job isnoteveninvented. People alwayshatenewtechnologiesfirst. Do notcare. Listen, learn and play. Sorry, that‘sthetruth. Threefacts 18.02.2010 52

53. Questions? Blog / davaidavai.com twitter / @ghensel Links / delicious.com/ghensel Agency / neue-digitale.de 53 Powerpoint Vorlage 2010 18.02.2010

54. Thanks a lot Now back to Frankfurt 54 Powerpoint Vorlage 2010 18.02.2010