marketing communication in digital age: presentation for bbdo moscow digital wordshop
Post on 21-Apr-2017
34.786 Views
Preview:
TRANSCRIPT
Digital AgeChanges, challenges
opportunities for agencies and account planners
Zigurds ZaķisDOMINO BBDO, stratēģiskās plānošanas vadītājs
http://zz.typepad.com/LV
The spread (and availability) of
Internet and digital
technologies
is the biggest development in the
history of mankind since industrial
revolution
tirgus placis?
http://www.flickr.com/photos/georgeaugustine/2116513291/
Alexander Graham Bell's first telephone.
Voice sounds were transmitted for the first timeon June 3, 1875
2. Telephone
Mass Media Age:
main characteristics
• Mass communication (Broad-cast)
• One-Direction communication
• Limited number of choices
• Limited opportunities of self-expressing
• A lack of co-operation opportunities
Source: http://www.flickr.com/photos/giginger/75541830/
1995
The single biggest change
influencing our job
Rapidly increasing number
of broadband internet users at home!
Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
Source: http://www.flickr.com/photos/aderowbotham/81475981/
Multitasking
Step 0 of any digital strategy!
Getting your
“Now-What” right
I have seen an ad ... I have heard some good references ... I am intrigued!
Or I need to solve a problem ...
Now what???
How does your
Brand looks
in digital environment?
Hundreds of free-of-charge or low-budget opportunities
Hundreds of tools available
http://www.sedinkjole.no/
Customizeor
Create your version of product
Full Multimedia Experience (HQ)
"The magic of social media
is not what happens in social media,
but what happens outside of it,
because of it"
Paul Isakson
Submit content
Customer CreatedAds for Superbowl
Doritos (2007)
http://www.youtube.com/watch?v=3YJbbA_4TfQ
falling production costs
Growing demand
for superior experience(idea + using the channel in right way + quality of production)
Source: http://www.flickr.com/photos/zach_manchester/2600077403/sizes/l/
Social Currency
Something worth talk about
Something worth to share with friends
Great content is social currency
Be Deep and Meaningful
“The days of making funny things
that may or may not have and effect
on the clients business are ending”
Jeff Benjamin
Interactive Creative director
Crispin Porter + Bogusky
via: http://paulisakson.typepad.com/planning/2008/03/the-future-of-m.html
Understanding
customer
Understanding
creativity
Understanding
business
Account Planning: 1960s-2000s
Understanding
customer and society /groups
Understanding
creativity
Understanding
business
Understanding
technology(what it enables rather than what is possible to do by it)
but not focusing on it!
Understanding
customer and society /groups
Understanding
creativity
Understanding
business
Understanding
technology(what it enables rather than what is possible to do by it)
but not focusing on it!
top related