Defying the economic squeeze

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Defying the economic squeeze

  1. 1. ‘How To Defy The Economic Squeeze.” @anotheredwards
  2. 2. Going back to the future
  3. 3. #ADVERTISINGFAIL “In 1997, the average click thru rate on online ads was 2.1%. In 2001 it was 0.5%. In 2010 it was 0.1%.”
  4. 4. Different and more media Global media consumption: average hours per week 0 10 20 30 40 50 60 70 80 90 100 1991 2000 2011 Print Digital TV Cinema Outdoor Mobile Digital radio Games Analogue TV Internet Analogue radio Source: Microsoft
  5. 5. Seek engagement not clicks
  6. 6. Ideas create audiences 0 2 4 6 8 10 12 14 16 18 20 Evian babies Best Job in the World Let's Colour Project Twelpforce Million
  7. 7. Fame is a quantifiably good thing
  8. 8. Observations – an idea worth spreading ►Entertaining + useful = WORTH ►Old principles hold firm - 'competitive, relevant, true' ►Social across the mix not an 'add on' (research, seeding, engagement, analytics, 'broadcast') ►Respond and react in real time ►Content, content, content
  9. 9. @eurorscglondon

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