marketing & advertising in the digital world
TRANSCRIPT
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MARKETING AND ADVERTISING
IN THE DIGITAL WORLD
West Africa 2011
Brand Content Context
this presentation is about:
MarketingFormats
PositioningScenarios
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gaping void // hugh macleod
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ONCE UPON A TIME...
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ADVERTISING...was about getting louder
it all started with a Megaphone
evolved in Outdoor Advertising
Newspapers & Magazines
Radio and...
Televisionthe mother of all media
time
mark
et re
ach
more salesmore prospects
panos sambrakos
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but one day...people started to talk, talk and talk
and marketing became the future of advertising
what’s next // paul isakson
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?
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Consumers Trust Real Friends and Virtual Strangers
the Most (Nielsen)and if the want to know more...they’ll Google it
and find outby themselves
Goo
gle
// G
loba
l Sea
rch
Goo
gle
// G
hana
Sea
rch
Alli Jiang P u n k c o r e | v n ☮
}
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What about Brands?
they did not disappeared and they still love their Consumers but...
Brands
Consumers
“I want to be cool!”
“Brand personalitieshelps Consumers define their own self concepts
and express their identity to others
brand strategist // idris mootee
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...not all Brands are equal
and a radical transformation is on the way.
brand strategist // idris mootee
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I loveyou
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:)ListeningEngagingMaking Better ProductsRevealingOffering
:(ShoutingReacting
Making Big Promises
ExplainingPitching
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From Brand Hero
to Advocacy
From Shouting
to ListeningFrom Pitching
to Offering
Ho
w?
“Service is the new advertising.alex gisbert // expedia
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we create...Marketing Formats not ADS.
A Marketing Format is a method/solution to:
- understand expectations - bring value - enable participation- develop target communities- create brand fans
editor of pop' africana // oroma elewa
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Content fuels our Marketing Formats
Traditional Campaigns Marketing Formats
“Content is the new currency
paul isakson
3 days =
Sold
on lin
e
$9.6 Million
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...and Context is King
Every platform we use to deliver our content is a connection-point with our consumers
Every technology influences the way consumer will perceive our message
Every community has its own rules
editor of pop' africana // oroma elewa
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in West Africa our Format is
called...
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4
3
2
1
MarketingFormat
The Context
YourBrand
Valuable Content
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today
tomorrow
- Web & Mobile Campaigning w/ local and international contents
(audio and video),- SMS calls-to-actions Sweepstakes
- Augmented Reality Promos - Inspirational Music for Streaming
and Download- Music events
- Branded Mobile Apps
- Integrated Streaming Music Platform,
- Profiled Consumer-Base - Ad Inventory management
- Extensive Reports (and more to come..)
“Best entertainment project ever launched in Africa!”Chris Ankrah
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THANK YOU!
andrea volpini // InSideOut10
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Credits
Hugh Macleoud, Cartonist - http://www.gapingvoid.com/
Panos Sambrakos, Late night Blogger http://www.panos.gr
Paul Isakson, Digital Strategist http://paulisakson.typepad.com
Idris Mootee, Innovator http://mootee.typepad.com/
Alex Gisbert, Director at Expedia http://twitter.com/#!/AlexGisbert
Alii Jiang, Photographer http://allijiang.wordpress.com/
Punkcore, Photographer http://punkcorevn.blogspot.com/
Oroma Elewa, Fashion Editor http://www.popafricana.com/
this presentation is the result of many inspiring ideas and world-wide famous memes, here is the list:
any idea, graphics or meme belonging to me is available for sharing, copying and re-mixing under
creative commons license 3.0