Resumen del curso de Futuro de la Comunicación realizado en enero 2009 en Elisava. El curso original consta de 350 slides.

1. THE END OF MARKETING AS WE KNOW IT (AND I FEEL FINE) Fernando de la Rosa Course 2009

2. What comes next IS NOT REALITY It is my personal vision of reality. CAUTION:

3. First…Let me introduce myself www.linkedin.com/in/titonet

5. ENVIROMENTAL CHANGE shift happens

6. 4 FORCES OF CHANGE SCIENCE & TECNOLOGICAL BUSINESS GLOBALIZATION SOCIAL

8. The Communication Market Message COMMUNICATION VIEW MEDIA POINT OF SALES ADVERTSING AGENCY CONSUMER ADVERTISER

9. ADVERTISERS

10. THE AGENCIES

11. THE MEDIA

13. THE CONSUMERS’ VISION

14. THE CONSUMER GETS MORE POWER

15. Advertiser without a will to change - Communication efficiency Media loosing audience Confused consumer Agencies that don’t want to move

17. IN FRONT OF THE LOSS OF EFFICIENCY OPTION 1: SAME MODEL OPTION 2: CHANGE OF MODEL MORE PRESSURE MORE FORMATS LESS EFFICIENCY LESS PRESSURE CONTENTS IMPROVEMENT MORE CONNECTION

18. OPTION 1: MORE PRESSURE

19. RESULT MORE PRESSURE MORE SATURATION LESS EFFICIENCY

20. OPTION 2: CHANGE IN THE COMMUNICATION MODEL