LIVErtising 2018 02 a cluetrain update anno 2018 slideshare version
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The document discusses the evolution of communication models and media used for marketing and advertising. It covers topics such as the rise of social media, influencer marketing, engagement metrics, ROI measurement, biometrics, OTT vs linear TV, augmented reality, and the potential of virtual reality. Some key points include: - Communication models have evolved from promotion and offline media in the 1990s to include social media, mobile, local, and virtual channels by 2017. - Influencer marketing has become popular, with influencers categorized based on the number of followers from celebrities and macro-influencers to micro-influencers. - Engagement (E) is calculated as the interaction (I) multiplied by amplification (A
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LIVErtising 2018 02 a cluetrain update anno 2018 slideshare version
- 1. LIVErtising.netS 2017-18 1 A Cluetrain update anno 2018 1 Issues in marketing communication 2017-18 #02
- 3. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction connect tivity immersion ‘90s 2004 2007 2015 2017 community Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA
- 4. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction connect tivity immersion offline ‘90s 2004 2007 2015 2017 community Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA
- 5. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA
- 6. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA
- 7. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA
- 8. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local virtual Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA
- 9. Recent evolution of COMMUNICATION MODELS 1 2 3
- 10. Recent evolution of COMMUNICATION MODELS 1 2 3
- 11. Recent evolution of COMMUNICATION MODELS 1 2 3
- 12. Recent evolution of COMMUNICATION MODELS 1 2 3
- 13. Recent evolution of COMMUNICATION MODELS 1 2 3“10 + 2”
- 14. Recent evolution of COMMUNICATION MODELS 1 2 3“10 + 2” “102”
- 15. An advertising MEDIA TYPOLOGY : POE P
- 16. An advertising MEDIA TYPOLOGY : POE P O
- 17. An advertising MEDIA TYPOLOGY : POE P O E
- 18. Present trends
- 21. An influencer is someone who carries influence over other people, within a community or on a particular channel of communication, i.e. social media or a specific social platform.
- 22. An influencer is someone who carries influence over other people, within a community or on a particular channel of communication, i.e. social media or a specific social platform. Celebrity endorsement is the early form of influencer marketing
- 25. LIVErtising.net The influencer cline 10 Celebs Macro-influencers Mid-tail influencers Micro-influencers Advisers 500K-1M 1M+ 10K-500K 1K-10K your consumer https://www.marketingprofs.com/chirp/2018/33333/the-influencer-marketing-revolution-macro-versus-micro-influencers-infographic
- 26. LIVErtising.net The influencer cline 10 Celebs Macro-influencers Mid-tail influencers Micro-influencers Advisers 500K-1M 1M+ 10K-500K 1K-10K your consumer https://www.marketingprofs.com/chirp/2018/33333/the-influencer-marketing-revolution-macro-versus-micro-influencers-infographic
- 27. LIVErtising.net The influencer cline 10 Celebs Macro-influencers Mid-tail influencers Micro-influencers Advisers 500K-1M 1M+ 10K-500K 1K-10K your consumer https://www.marketingprofs.com/chirp/2018/33333/the-influencer-marketing-revolution-macro-versus-micro-influencers-infographic
- 28. LIVErtising.net The influencer cline 10 Celebs Macro-influencers Mid-tail influencers Micro-influencers Advisers 500K-1M 1M+ 10K-500K 1K-10K your consumer https://www.marketingprofs.com/chirp/2018/33333/the-influencer-marketing-revolution-macro-versus-micro-influencers-infographic
- 36. Recent evolution of COMMUNICATION MODELS 1 2 3
- 37. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Build a fan base Publish on FB page
- 38. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Build a fan base Publish on FB page Build a presence
- 39. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Respond Build a fan base Publish on FB page Listen Build a presence
- 40. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Respond Get shared Build a fan base Publish on FB page Listen Generate WOM Build a presence
- 41. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Respond Get shared Build a fan base Publish on FB page Listen Generate WOM InteractBuild a presence
- 42. LIVErtising.net 14 The ENGAGEMENT engine Amplify Launch your page Respond Get shared Build a fan base Publish on FB page Listen Generate WOM InteractBuild a presence
- 43. Engagement ?
- 44. Engagement ?Engagement ? E = I x A
- 49. LIVErtising.net 17 IM vs Strategy https://on.emarketer.com/Roundup-20171128-Critical-Challenges-Download-ThankYou.html?aliId=854672448
- 50. LIVErtising.net 17 IM vs Strategy https://on.emarketer.com/Roundup-20171128-Critical-Challenges-Download-ThankYou.html?aliId=854672448
- 51. LIVErtising.net 17 IM vs Strategy https://on.emarketer.com/Roundup-20171128-Critical-Challenges-Download-ThankYou.html?aliId=854672448
- 52. LIVErtising.net 17 IM vs Strategy https://on.emarketer.com/Roundup-20171128-Critical-Challenges-Download-ThankYou.html?aliId=854672448
- 53. LIVErtising.net 17 IM vs Strategy https://on.emarketer.com/Roundup-20171128-Critical-Challenges-Download-ThankYou.html?aliId=854672448
- 54. LIVErtising.net Get your IM right 18 Following vs engagement
- 55. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail
- 56. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Align IM with your strategy
- 57. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Use dedicated tools Align IM with your strategy
- 58. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Use dedicated tools Align IM with your strategy
- 59. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Use dedicated tools Disclosure is essential Align IM with your strategy
- 60. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Use dedicated tools Disclosure is essential Align IM with your strategy Leverage IM for other purposes
- 65. LIVErtising.netS 2017-18 21 https://npsbenchmarks.com/ https://www.questionpro.com/blog/questionpro-net-promoter-score-best-practices/
- 66. LIVErtising.netS 2017-18 21 https://npsbenchmarks.com/ https://www.questionpro.com/blog/questionpro-net-promoter-score-best-practices/ Benchmarking
- 67. LIVErtising.netS 2017-18 21 https://npsbenchmarks.com/ https://www.questionpro.com/blog/questionpro-net-promoter-score-best-practices/ Benchmarking
- 69. Today’s advertising media typology : POES P O E
- 70. Today’s advertising media typology : POES P O E S
- 91. TV
- 98. LIVErtising.netS 2017-18 OTT vs LINEAR TV
- 99. LIVErtising.netS 2017-18 OTT vs LINEAR TV Second… screen
- 100. LIVErtising.netS 2017-18 OTT vs LINEAR TV Second… screen IPTV
- 103. AR / VR
- 106. LIVErtising.net 49 What is the potential of VR Explore remote, unreachable, fantasy places Experience live moments: speed, magic, height, … Engage in physical activities without risk Connect in VR Immersion Moving from storytelling to storyLIVING Travel Healthcare Engineering Education Gaming
- 107. LIVErtising.net 49 What is the potential of VR Explore remote, unreachable, fantasy places Experience live moments: speed, magic, height, … Engage in physical activities without risk Connect in VR Immersion Moving from storytelling to storyLIVING Travel Healthcare Engineering Education Gaming
- 108. LIVErtising.net 49 What is the potential of VR Explore remote, unreachable, fantasy places Experience live moments: speed, magic, height, … Engage in physical activities without risk Connect in VR Immersion Moving from storytelling to storyLIVING Travel Healthcare Engineering Education Gaming
- 109. LIVErtising.net 49 What is the potential of VR Explore remote, unreachable, fantasy places Experience live moments: speed, magic, height, … Engage in physical activities without risk Connect in VR Immersion Moving from storytelling to storyLIVING Travel Healthcare Engineering Education Gaming
- 110. LIVErtising.net 49 What is the potential of VR Explore remote, unreachable, fantasy places Experience live moments: speed, magic, height, … Engage in physical activities without risk Connect in VR Immersion Moving from storytelling to storyLIVING Travel Healthcare Engineering Education Gaming
- 111. LIVErtising.net 49 What is the potential of VR Explore remote, unreachable, fantasy places Experience live moments: speed, magic, height, … Engage in physical activities without risk Connect in VR Immersion Moving from storytelling to storyLIVING Travel Healthcare Engineering Education Gaming
- 117. Here comes the VOICE web
- 124. LIVErtising.netS 2017-18 57 A computer programme designed to simulate conversation with human users, especially over the internet, orally or in writing, usually accessed through apps, websites or instant messaging platforms https://blog.drift.com/chatbots-report/
- 125. LIVErtising.netS 2017-18 57 A computer programme designed to simulate conversation with human users, especially over the internet, orally or in writing, usually accessed through apps, websites or instant messaging platforms https://blog.drift.com/chatbots-report/ A bot is nothing more than a computer program that automates certain communication tasks, typically by chatting with a user through a conversational interface.
- 128. LIVErtising.net 60 How are bots evolving?
- 129. LIVErtising.net 60 How are bots evolving?
- 130. LIVErtising.net 60 How are bots evolving? Website online chat
- 131. LIVErtising.net 60 How are bots evolving? Website online chat Rule-based website bot
- 132. LIVErtising.net 60 How are bots evolving? Website online chat Rule-based website bot Rule-based in-app bot
- 133. LIVErtising.net 60 How are bots evolving? Website online chat Rule-based website bot Rule-based in-app bot Learning bot (website or in-app)
- 134. LIVErtising.net 60 How are bots evolving? Website online chat Rule-based website bot Rule-based in-app bot Learning bot (website or in-app) Cross-platform conversational bot
- 140. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 1 2 3 4 5 6
- 141. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 2 3 4 5 6
- 142. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 3 4 5 6
- 143. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 4 5 6
- 144. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 5 6
- 145. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 6
- 146. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS
- 147. IoT
- 148. a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data.
- 149. a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data. a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data.
- 172. Adblockers
- 173. The new Cluetrain
- 174. LIVErtising.net The new Cluetrain 78 New media channels & interaction models
- 175. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence
- 176. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity
- 177. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption
- 178. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The internet of Voice and Things
- 179. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The internet of Voice and Things
- 180. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The FB & Google Duopoly The internet of Voice and Things
- 181. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The FB & Google Duopoly Neobanks The internet of Voice and Things
- 182. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The FB & Google Duopoly Neobanks AI The internet of Voice and Things
- 183. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The FB & Google Duopoly Neobanks AI Privacy Issues The internet of Voice and Things
- 201. LIVErtising.net The new Cluetrain 85 The FB & Google Duopoly Neobanks AI Privacy Issues
- 202. LIVErtising.netS 2017-18 86 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local virtual Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA singularity
- 203. LIVErtising.netS 2017-18 86 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local virtual Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA algo rhithmic singularity
- 204. LIVErtising.netS 2017-18 86 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local virtual Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA algo rhithmic singularity
- 205. LIVErtising.net 87 Recent evolution of COMMUNICATION MODELS 1 2 3
- 206. LIVErtising.net 87 Recent evolution of COMMUNICATION MODELS 1 2 3 4