marketing communication in digital age: presentation for bbdo moscow digital wordshop
DESCRIPTION
Presentation for BBDO Moscow Digital Wordshop in September, 2009 (http://www.wacademy.ru/courses/digital) about communication strategy in Digital AgeTRANSCRIPT
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Digital AgeChanges, challenges
opportunities for agencies and account planners
Zigurds ZaķisDOMINO BBDO, stratēģiskās plānošanas vadītājs
http://zz.typepad.com/LV
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The spread (and availability) of
Internet and digital
technologies
is the biggest development in the
history of mankind since industrial
revolution
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tirgus placis?
http://www.flickr.com/photos/georgeaugustine/2116513291/
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1448
I. Printing Press
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Opregte Haarlemsche Courant, 1656 - 1942 New York Times, §
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Alexander Graham Bell's first telephone.
Voice sounds were transmitted for the first timeon June 3, 1875
2. Telephone
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Kineskops, 1888Fonogrāfs, 1877 Mikrofons, 1877
3. Recorded media
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1901
4. Broadcast
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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
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Source: http://www.flickr.com/photos/giginger/75541830/
1995
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This is going to change
everything!
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7 changes
influencing our job
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1. broadband
(internet)
at home
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The single biggest change
influencing our job
Rapidly increasing number
of broadband internet users at home!
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Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
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Source: http://www.flickr.com/photos/aderowbotham/81475981/
Multitasking
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Constant Partial Attention
Economy
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Abundanceof information
Critical Skills:
(To Find)
To Choose
To Evaluate
To Use
To Develop
To Learn
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+ + =
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Find anything
Share anything
Ignore anything,That is not interesting or valuable
for me
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2.
Search And abundance of
information
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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???
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.aAnno 1998.
Launched Adwords in 2003 The most powerful computing infrastructure on the planet
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‘’’’‘
‘
SEO
Google Adwords
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How does your
Brand looks
in digital environment?
Hundreds of free-of-charge or low-budget opportunities
Hundreds of tools available
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Source for “Social Systems”: David Armano, http://darmano.typepad.com
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3. VideoShow, don’t tell
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7’463’000’000
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78’000’000 videos (March, 2008)
2’400’000’000 search queries
80% - Customer created content
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vs. 78’000’000 videos @ YouTube ...
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http://www.sedinkjole.no/
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4.Shopping
From pure rationality to creating experiences
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from:
Simple, functionallyconvenient shopping
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to: Creating experiences,while supporting maximum functionality
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Customizeor
Create your version of product
Full Multimedia Experience (HQ)
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5. Social platforms
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from: connecting (Being Together)
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to: Sharing, Creating, Developing,Collaborating
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27/08/2009 - 426’718 entries in Russian
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Think
Social Platforms
rather than
Social Media
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tirgus placis?
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Participation
Listening
sharing
Maintaining conversations
Being honest
Creating value
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"The magic of social media
is not what happens in social media,
but what happens outside of it,
because of it"
Paul Isakson
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6.The Age of Mass
Creativity
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Creative self-expression was privilege
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Not Anymore
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Toolsto record, create, edit, publish
Platformsto learn, grow, share, publish
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Customizeor
Create your version of product
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Improve product or service
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Submit content
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Customer CreatedAds for Superbowl
Doritos (2007)
http://www.youtube.com/watch?v=3YJbbA_4TfQ
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falling production costs
Growing demand
for superior experience(idea + using the channel in right way + quality of production)
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7. Mobile
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iPhone AppStoreJuly, 2008
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darbs
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The main
consequence
for agencies and
marketers
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Message We
Thecustomer
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Source: http://www.flickr.com/photos/zach_manchester/2600077403/sizes/l/
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+ + =
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Find anything
Share anything
Ignore anything,That is not interesting or valuable
for me
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Message We
Thecustomer
Push is dead!
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Welcome to the age of PULL!
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The age of PULL:
What pulls?
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?
Thecustomer
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Banners?rarely ....
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What pulls?
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1.Create content that customer
seeks out and share
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Great
Storytelling
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Create Experience
Video
Multimedia
Aesthetics + Functionality
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Social Currency
Something worth talk about
Something worth to share with friends
Great content is social currency
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2.Create value
Make his life better, easier, richer
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Involve customer
Unleash their creative potential
Collaboration
Collective intelligence
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Customization and personlization
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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
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Be Deep and Meaningful
“It is not what you say that
matters, it what you do”
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Strategy
in digital age
Increasing role and changing value of design
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Don’t focus on technology.
Focus on customer needs, wants and behavior.
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Understanding
customer
Understanding
creativity
Understanding
business
Account Planning: 1960s-2000s
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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!
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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!
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What really pulls?
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15 minutes break!