This document discusses creativity and advertising. It begins by listing Gustav Martner's contact information and locations he will discuss creativity's worst enemy, why provocative art is good for business, and why most advertising is poor decade after decade. The document goes on to discuss expectations of consumers and advertisers, the future of technology and its unequal distribution, and the importance of understanding human emotions and being open-minded to make innovative, human-centric ideas and advertising.
The best speakers & key topics according to social data, the trends most relevant to communications professionals – plus a deep dive in to one of the biggest areas of focus for this year; Sports.
Advanced Brand and Marketing for Early Stage CompaniesTomas Puig
This workshop was first given at SXSW 2015 as “Advanced Brand and Marketing for Early Stage Companies”. It explains how to evaluate the market and build a framework for creating a best in class marketing group.
Keep in mind this was presented as a workshop with a lot of the slides spoken over. So you may miss some context.
SXSW 2016 Recap: Highlights of Brands and TechnologiesDavid Berkowitz
Which marketers stood out the most at South by Southwest Interactive? Which technologies look most impactful? Which speakers stood out? Find out in this annual tradition from MRY's David Berkowitz. Featured brands include Visa, Budweiser, Capital One, Miracle-Gro, McDonald's, Samsung, and more.
The best speakers & key topics according to social data, the trends most relevant to communications professionals – plus a deep dive in to one of the biggest areas of focus for this year; Sports.
Advanced Brand and Marketing for Early Stage CompaniesTomas Puig
This workshop was first given at SXSW 2015 as “Advanced Brand and Marketing for Early Stage Companies”. It explains how to evaluate the market and build a framework for creating a best in class marketing group.
Keep in mind this was presented as a workshop with a lot of the slides spoken over. So you may miss some context.
SXSW 2016 Recap: Highlights of Brands and TechnologiesDavid Berkowitz
Which marketers stood out the most at South by Southwest Interactive? Which technologies look most impactful? Which speakers stood out? Find out in this annual tradition from MRY's David Berkowitz. Featured brands include Visa, Budweiser, Capital One, Miracle-Gro, McDonald's, Samsung, and more.
Best of SXSW 2017 - Speakers, Themes and LinksJung von Matt
SXSW 2017 - our 17 most favourite speakers, their themes and useful links curated by Jung von Matt's Digital Delegates Stefan Mohr, Christoph Korittke, Martin Wenk and Liane Siebenhaar.
Jung von Matt is one of Germany's Top Creative Agencies.
SXSW 2018
I’ve Got No Screens: Internet’s Screenless Future
Christopher Ferrel
Digital Strategy Director
The Richards Group
Fairmont Congressional A
March 10, 2018
9:30 AM
What does the Internet look like without screens? We are about to find out. Within three years, 30 percent of all web-browsing sessions will be done without a screen. More than 10 million homes will possess screenless devices like Google Home and Amazon Echo. For some, screenless digital time will eclipse digital screen time. What’s a marketer to do? Join Chris Ferrel as he explores how brands can embrace the Screenless Internet.
Primary Entry: Platinum Badge, Interactive Badge
Secondary Entry: Music Badge, Film Badge
Format: Solo
Event Type: Session
Track: Brands & Marketing
Level: Intermediate
Tags: artificial intelligence, branding, design, digital voice assistants, voice-enables speakers, smart speakers
#screenlessfuture
Admit it – you love the “Skip Ad” button on YouTube. You love to swipe your thumb past a Facebook ad. You love the option of installing ad blockers on your phone. And so does your customer.
By 2017, social network ad spending alone is expected to surpass banner ad spending for the first time. We are seeing an unprecedented rise in skippable ad formats that will drastically shift our approach to digital marketing over the next five years.
Join Chris Ferrel, digital strategy group head at The Richards Group, as he unpacks the skippable world of digital and how brands like Snapple, Mott’s, Sub-Zero, Wolf, and the Southeastern Conference future-proof their digital marketing strategies.
SXSW 2017
Our Skip Button Love Affair
Speaker: Christopher Ferrel
Digital Strategy Director
The Richards Group
Hyatt Regency Austin
Zilker Ballroom 1
March 14, 2017
11:00 AM
Primary Access: Platinum Badge, Interactive Badge
Secondary Access: Film Badge, Music Badge, Artist Wristband
Format: Solo
Event Type: Sessions
Track: Brands & Marketing
Level: Intermediate
What's Next: Impact of Technology on Consumer BehaviorOgilvy Consulting
What are companies doing in the financial services industry to succeed at targeting a younger generation?
How did we get to a state in which we trust technology more than a face-to-face conversation?
Josh Peter, Senior Experience Designer at Ogilvy, leads this session on the business impact of technology on consumer behavior.
Being a Digital Leader... for College Students and EveryonePaul Brown
Originally presented to a college student audience at the University of Delaware. This presentation provides an overview of important concepts of digital reputation and digital identity as well as key developmental aspects.
The future of mobile in 2016, DBD media agency and Google, LISTEX Summer Sess...listex_uk
DBD Media and Google, share thoughts on the future is mobile in 2016. Case studies, statistics, trends, industry comparisons. For LISTEX Summer Session, May 2016, a snowsports trade networking event.
From Roosevelt “Duties of American Citizenship”, to Gandhi’s “Quit India”, to Steve Jobs “Stay Hungry. Stay Foolish.”, to Malala Yousafzai “Forgotten Children” – the style & tenor of the presentation change from one generation to another.
Contribution from new age Marketers & Entrepreneurs such as Seth Godin, Guy Kawasaki, Garr Reynolds & many others are significant. Today, common sense design seems to prevail – less is more, flat design, real visuals, and storytelling are some of the dominating themes.
Here are the list of presentation trends from our design experts.
What's Next: Cloudy with a chance of AI 5 – Cognitive StudioOgilvy Consulting
Headquartered in Sao Paolo and made up of a multidisciplinary team, the Ogilvy Cognitive Studio accelerates marketing initiatives that combine creativity with artificial intelligence through strategic partnerships with our network of startups and technology companies.
Best of SXSW 2017 - Speakers, Themes and LinksJung von Matt
SXSW 2017 - our 17 most favourite speakers, their themes and useful links curated by Jung von Matt's Digital Delegates Stefan Mohr, Christoph Korittke, Martin Wenk and Liane Siebenhaar.
Jung von Matt is one of Germany's Top Creative Agencies.
SXSW 2018
I’ve Got No Screens: Internet’s Screenless Future
Christopher Ferrel
Digital Strategy Director
The Richards Group
Fairmont Congressional A
March 10, 2018
9:30 AM
What does the Internet look like without screens? We are about to find out. Within three years, 30 percent of all web-browsing sessions will be done without a screen. More than 10 million homes will possess screenless devices like Google Home and Amazon Echo. For some, screenless digital time will eclipse digital screen time. What’s a marketer to do? Join Chris Ferrel as he explores how brands can embrace the Screenless Internet.
Primary Entry: Platinum Badge, Interactive Badge
Secondary Entry: Music Badge, Film Badge
Format: Solo
Event Type: Session
Track: Brands & Marketing
Level: Intermediate
Tags: artificial intelligence, branding, design, digital voice assistants, voice-enables speakers, smart speakers
#screenlessfuture
Admit it – you love the “Skip Ad” button on YouTube. You love to swipe your thumb past a Facebook ad. You love the option of installing ad blockers on your phone. And so does your customer.
By 2017, social network ad spending alone is expected to surpass banner ad spending for the first time. We are seeing an unprecedented rise in skippable ad formats that will drastically shift our approach to digital marketing over the next five years.
Join Chris Ferrel, digital strategy group head at The Richards Group, as he unpacks the skippable world of digital and how brands like Snapple, Mott’s, Sub-Zero, Wolf, and the Southeastern Conference future-proof their digital marketing strategies.
SXSW 2017
Our Skip Button Love Affair
Speaker: Christopher Ferrel
Digital Strategy Director
The Richards Group
Hyatt Regency Austin
Zilker Ballroom 1
March 14, 2017
11:00 AM
Primary Access: Platinum Badge, Interactive Badge
Secondary Access: Film Badge, Music Badge, Artist Wristband
Format: Solo
Event Type: Sessions
Track: Brands & Marketing
Level: Intermediate
What's Next: Impact of Technology on Consumer BehaviorOgilvy Consulting
What are companies doing in the financial services industry to succeed at targeting a younger generation?
How did we get to a state in which we trust technology more than a face-to-face conversation?
Josh Peter, Senior Experience Designer at Ogilvy, leads this session on the business impact of technology on consumer behavior.
Being a Digital Leader... for College Students and EveryonePaul Brown
Originally presented to a college student audience at the University of Delaware. This presentation provides an overview of important concepts of digital reputation and digital identity as well as key developmental aspects.
The future of mobile in 2016, DBD media agency and Google, LISTEX Summer Sess...listex_uk
DBD Media and Google, share thoughts on the future is mobile in 2016. Case studies, statistics, trends, industry comparisons. For LISTEX Summer Session, May 2016, a snowsports trade networking event.
From Roosevelt “Duties of American Citizenship”, to Gandhi’s “Quit India”, to Steve Jobs “Stay Hungry. Stay Foolish.”, to Malala Yousafzai “Forgotten Children” – the style & tenor of the presentation change from one generation to another.
Contribution from new age Marketers & Entrepreneurs such as Seth Godin, Guy Kawasaki, Garr Reynolds & many others are significant. Today, common sense design seems to prevail – less is more, flat design, real visuals, and storytelling are some of the dominating themes.
Here are the list of presentation trends from our design experts.
What's Next: Cloudy with a chance of AI 5 – Cognitive StudioOgilvy Consulting
Headquartered in Sao Paolo and made up of a multidisciplinary team, the Ogilvy Cognitive Studio accelerates marketing initiatives that combine creativity with artificial intelligence through strategic partnerships with our network of startups and technology companies.
Как оценить эффективность сообщества во Вконтакте GRAPE
Андрей Волков о том, что лучше: сообщество с 100 500 подписчиков и высокой виральностью или сообщество с 150 000 подписчиков и высоким ER? На что надо обращть внимание при работе с сообществом VK и как оценить качественность его ведения.
The main numbers, statistics and trend analysis of Runet (russian segment of the Internet), which describe its fundamental features, concerning Digital Marketing field.
Свежий выпуск TRENDS NEWSLETTER: самые главные цифры, события, технологии, мобильные приложения, рекламные кейсые и специальные интервью в ежеквартальном дайджесте от GRAPE.
Gustav Martner: стратегии для инновации в мире, управляемом информациейSvetlana Yavorskaya
В своем выступлении я буду говорить о вещах, которые я создал - начиная от мобильных приложений digital арт-инсталляций - и как процесс их создания изменили меня и мое мышление. Я также буду говорить о вещах, в которые я верю: о том, что провокационное искусство нужно в качестве активного компонента в формировании общества, ради которой стоит жить, и что страх-это злейший враг творчества
Our Guide to Digital disruption Update 2019John Ashcroft
A collection of our articles on Digital Disruption and Change Management updated for 2019.
Don't thumb your nose at Digital Disruption
So what do we mean by digital disruption
The six forces shaping digital disruption
Digital Disruption Industries of the future
Which jobs will be at risk in the years ahead
Digital Disruption and the UK Banking System
The Rise of Digital Darwinism and the Fall of Business As Usual by Brian SolisBrian Solis
Brian Solis shares his perspective on the future of business and how to compete against digital disruption. All of this talk about the future and how one day technology is going to disrupt everything around us is more than just talk. The future is already here. All of this talk about the future and how one day technology is going to disrupt everything around us is more than just talk. The future is already here.
This presentation highlights the importance of engaging all of the community in Innovation and incersing importance of Collaboraion and the mobile smartphone. It covers tips on trendwatching as a way to stimulate creativity along with some future predictions to give ideas on business opportunities and presents practical tips for small business operating in Main Shopping Street precincts
Product design - Service design - Revolut Case Study + ShareshopTadej Mursic
Revolut Case Study through the eyes of a product / service designer & Shareshop. Revolut User Experience & Product Design Best practices that generate enormous user value.
Input Variables - Presentation ADC*E Festival ‘17Helge Tennø
I work with input variables - figuring out and finding the data and insight that goes into an organization in order to make it successful.
Working with these problems I am sensing a gap - between what we want our organizations to become and what we put into our organization to get there.
The premise is that our imagination is limited by the tools we use to understand the world around us.
And that we are using old models to collect our data - and because we are using old models and methods we are only picking our data from the same pools of experience and information as we have done for decades past - serving us the same perspective of the world as we are used to seeing.
The future is not directly in font of us - it’s outside. And so looking in the same direction only further, or in the same places only deeper, won’t help us listen to the right data in order to navigate towards where we are going.
In this talk I shed light on this problem, that I am working on, probing and playing with. And I also try to explain why this is an important issue to solve right now - because of the changes in both the business models and practices that create wealth and customers behavioral patterns.
Digital Marketing trends from SXSW Interactive 2013. BBDO New York focused in on 5 themes most relevant to Brands and Agencies by launching www.DigitalLabLive.com.
In this issue of WIN World Insights, we bring you the basics of the latest technological trends. Because, when you begin to understand them, you realize how they will hugely
impact our businesses, our lives and our future.
Like every year, BETC Digital travelled to Austin to bring you fresh inspiration and new ideas from SXSW, the famous digital festival.
Where is digital heading in the following years? We attended conferences by people such as Eric Schmidt, Julian Assange or Edward Snowden to gather their views of the topic.
Что и зачем надо считать в Social media. А главное – как! | Андрей ВолковGRAPE
ЧТО И ЗАЧЕМ НУЖНО СЧИТАТЬ, НАЧИНАЯ, ПРОДОЛЖАЯ И ЗАКАНЧИВАЯ РАБОТАТЬ С СОЦИАЛЬНЫМИ СЕТЯМИ
Пожалуй самой обсуждаемой темой последних пары лет является вопрос об измерении эффективности работы в социальных сетях. В первую очередь это связано с тем, что социальные сети отчасти были дискредитированы в предыдущий период, когда создание группы Вконтакте и станицы на Facebook было МОДНЫМ среди бренд менеджеров и это было самоцелью.
На текущий момент бренд-менеджеры хотят большей прозрачности и требуют от агентств целостные системы оценки эффективности их работы.
Как оценивать эффективность работы в социальных сетях? Нужно ли создавать многотысячные сообщества, и следить за тем, чтобы Engagement rate и отток из группы были лучше бенчмарка? Безусловно нужно, но сами по себе эти метрики зачастую не являются показателями эффективности при решении конкретных бизнес задач.
Для того, чтобы понять, на какие показатели все-таки стоит ориентироваться, начнем издалека – сначала поймем что есть собственно ЗАДАЧА.
В любой задаче есть:
1. начальная позиция (ПУНКТ А)
2. желаемая конечная позиция (ПУНКТ И)
3. необходимые вводные для решения поставленной задачи.
Далее решающий должен:
1. понять, каким конкретно способом поставленную цель можно достичь располагая имеющимися данными.
2. Если по пути решения задачи что-то идет не так – способ решения задачи нужно корректировать.
Свежий выпуск TRENDS NEWSLETTER: самые главные цифры, события, технологии, мобильные приложения, рекламные кейсые и специальные интервью в ежеквартальном дайджесте от GRAPE.
Агентство GRAPE выделяет основные цифры, события, технологии, приложения, кейсы, а также публикует специальные интервью в ежеквартальном TRENDS NEWSLETTER.
Лекторий GRAPE. Николай Белоусов об Интернете вещейGRAPE
Презентация Николая Белоусова, CEO в Madrobots, об Интернете вещей. А точнее, о том, как и когда появилось понятие "интернет вещей", как выглядит экосистема рынка сегодня, сферы применения технологий и чего нам ждать в ближайшем будущем.
Александр Стогов: «Почему приходится рисовать быстрее и быстрее, сроки короче и короче, почему все всегда так быстро, что с этим делать и как перестать откладывать рисование идеальной концепции».
Выделив 7 основных направлений развития рынка digital, агентство GRAPE подробно рассказало о каждом из них, проиллюстрировав лучшими кейсами 2013. Технологии будущего, современные гаджеты, последние тенденции в маркетинге. Все это и многое другое – в дайджесте трендов от GRAPE.
Лекторий GRAPE. Вова Лифанов о Цифровой эволюции.GRAPE
Презентация Вовы Лифанова, дизайнера, арт-директора SUPREMATIKA, о том, как из ничего появилось все, почему не существует смерти у одноклеточных, почему в какой-то момент людям перестало хватать пальцев на руках, когда появился первый суперкомпьютер, что такое абак, что вообще имел в виду Дарвин и как программисткая функция if-then породила эволюцию (или наоборот).
DMC 2013. Karen McKIbben. Что делать, если завтра Super Bowl: искусство орган...GRAPE
Что делать, если завтра Super Bowl: искусство организации хаоса от продюсера масштабных интегрированных кейсов.
Karen McKIbben, Freelance Executive Producer
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
6. TODAY
I
WILL
TALK
ABOUT
What
is
creaKvity’s
worst
enemy
Why
provocaKve
art
is
good
for
businesses
Why
most
adverKsing
is
crap
–
decade
aQer
decade
7. “The
real
fact
of
the
maSer
is
that
nobody
reads
ads.
People
read
what
interest
them,
and
someKmes
it's
an
ad.”
8. If
we
have
known
this
for
such
a
long
Kme,
why
is
most
adverKsing
sKll
crap?
Why
do
so
many
people
think
it
is
just
painful
and
intrusive?
9. EXPECTATIONS
ON
MEDIA
–
CONSUMERS/ADVERTISERS
CONSUMER
GOALS:
U.lity
Informa.on
Entertainment
ADVERTISER
GOALS:
Reducing
risk
for
other
investment
Aligning
conflic.ng
goals
creates:
GREAT
ADVERTISING
GREAT
MEDIA
10. Ekosystem
Aldrig förr har de potentiella kontaktytorna
mellan en idé och en konsument varit så
många och så olika. Och dubbelriktade.
Vilket gör att idén om den heltäckande 360-
kampanjen tål att ifråasättas. Idag kan en
handfull välkoordinerade kontaktytor skapa
större effekt än ett försök till “bombmatta”.
10
11.
12. EXPECTATIONS
ON
MEDIA
–
CONSUMERS/ADVERTISERS
CONSUMER
GOALS:
U.lity
Informa.on
Entertainment
ADVERTISER
GOALS:
Reducing
risk
for
other
investment
Aligning
conflic.ng
goals
creates:
GREAT
ADVERTISING
GREAT
MEDIA
15. Digital
vs
Magazine
11%
ads
versus
50%
ads
S6ll
people
find
the
magazine’s
ads
less
intrusive
and
annoying.
It’s
lack
of
“product
development”
16.
17. “The
buying
of
Kme
or
space
is
not
the
taking
out
of
a
hunKng
license
on
someone
else's
private
preserve
but
is
the
renKng
of
a
stage
on
which
we
may
perform.”
19. The
future
is
already
here,
it’s
just
unequally
distributed.
20.
21. "Wireless
telephone
and
telegraph
circuits
will
span
the
world.
A
husband
in
the
middle
of
the
Atlan6c
will
be
able
to
converse
with
his
wife
siJng
in
her
boudoir
in
Chicago.
We
will
be
able
to
telephone
to
China
quite
as
readily
as
we
now
talk
from
New
York
to
Brooklyn."
22. No
more
C,
X
or
Q
Everybody
will
walk
10
miles
a
day
No
more
cars
in
large
ci6es
No
wildlife
No
mosquitoes
or
flies
23. Future
is
unequally
distributed
between:
Individuals
OrganizaKons
Companies
Bransches
Countries
GeneraKons
24. Volvo
Cars
is
one
company
from
Sweden,
and
the
headquarters
are
in
Gothenburg.
26. Recently
the
company
Mojang
which
makes
MinecraQ
was
sold
to
MicrosoQ
for
2,5
billion
USD
(which
is
95
770
267
579
RUB)
27. @ulrikagood
Hard
for
grandpa
to
understand:
How
a
company
that
makes
something
like
MinecraQ
can
be
valued
to
more
than
Volvo
Cars.
28. @martner
Hard
for
my
son
to
understand:
How
a
company
that
makes
something
our
family
don’t
even
own
(cars)
can
be
almost
as
valuable
as
a
company
that
makes
something
half
of
our
family
loves.
33. Business
has
always
been
about
adding
value.
About
opening
up
opportuniKes.
Today
most
value
is
added
through:
SoQware
Service
design
User
Experience
Design
Data
insights
34. Not
owning
a
car,
but
to
have
access
to
different
cars
with
an
app,
is
opening
up
new
opportuniKes
for
me
and
my
family.
And
for
businesses.
And
this
is
only
the
beginning.
44. To
make
great
adverKsing
or
innovate
in
a
human
centric
way
you
have
to
really
understand
other
people’s
emoKons,
hopes,
dreams
and
fear
(or
at
least
your
own).
You
have
to
be
able
to
have
an
open
mind.
A
tolerant
view
of
the
world.
And
you
have
to
combine
that
with
an
ability
to
analyse
data.
45.
46.
47. Data
help
us
understand
a
world
that
is
increasingly
complex.
48. But
if
we
are
narrow
minded,
we
will
not
accept
the
data
insights,
and
we
will
make
the
wrong
decisions
anyway.
49. Here
is
a
story
about
two
data
points.
Data
point
1:
Ultra
sound
detecKon
Data
point
2:
StaKsKcs
about
psycological
health.
50.
51.
52.
53. Data
point
1:
Ultra
sound
detecKon:
”you
will
have
a
slightly
disabled
child”
Data
point
2:
StaKsKcs
about
psycological
health:
”your
child
will
have
slightly
bigger
chances
to
be
happy”
Why
did
only
data
point
1
register
with
this
family?