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space used to deliver data
space used to deliver data 
(between people) 
advertisingmedia 
broadcastmedia 
digital media 
electronicmedia 
hypermedia 
massmedia 
multimedia
technological | digital | media 
technological convergence 
tendency 
different technological systems 
evolve toward 
performing similar tasks
technological | digital | media 
digital convergence 
previously separate technologies 
voice (telephony), data (productivity applications), video 
share resources 
synergic interaction
technological | digital | media 
media convergence 
merging of mass communication outlets 
print, television, radio, the internet alongportable & interactive technologies 
digital media platforms 
story line | leitmotiv 
interactinglevels
#ConvMedios 
@mandomando 
Armando “Mando” Liussi Depaoli 
ThisworkisunderaCreativeCommonslicence¡Hola! Soy Mando
armando‘mando’ liussidepaoli 
+15 yearsas creativedirector & cmo 
marketing & advertising| latam& europa 
thedigital signageclub | cofounder& cd 
digital signagecertifiedexpert(dseg) 
digital communicationssenior consultant. 
digital marketing programdirector (inesdi). 
professor. speaker. 
bloggeren mandomando.com, 2blog, orange| live 
mymotto: helping leaders make the shift to social.
#ConvMedios 
armando 
mando 
mandomando
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios 
puertorico 
mandomando= passing ball game?
#ConvMedios 
philippines 
mandomando= hola!
#ConvMedios 
singapore 
mandomando= juegode lasescondidas
#ConvMedios
#ConvMedios 
Enla convergenciade mediosesimprescindiblela monitorizacióncontextual
#ConvMedios 
Medios tradicionales 
fragmentacionhechosy cifrasde la convergencia
#ConvMediosCarat 2008 | 2012 | 2020 
escape to nowhere 
fragmentation media consumption
#ConvMedios 
social media usageismultiplatform
#ConvMedios 
changingbehaviors
http://www.thinkroth.com/ | Whitepaper| http://www.thinkroth.com/QR-Code-Whitepaper.pdf
#ConvMedios 
comoperdimosel trende laspistas
#ConvMedios 
Hecho: hemosperdidola audienciacautiva
#ConvMedios 
Hecho: el alcancede la comunicaciondigital aunestáfuerade la culturacorporativa(incluidoel inbound marketing)
#ConvMedios 
la clave: 
less interruption 
more conversation 
(focalizandoeninsights y 
media behaviors para ganarinteracciones)
Mobile AdsSucks: Steve Jobsen Business Week 
Enero 2010 / Affaire Adidas 
BloombergBusinessweek 
stevejobs/ businessweek 
january2010 / affaire adidasmobile ads sucks
#ConvMedios 
la clave: 
less interruption 
more conversation 
(aunquelas 
pantallas 
¡prevalecen!)
#ConvMedios 
nomophobia… ok?
#ConvMedios 
nomophobia… ok?
#ConvMedios…volviendoal trende laspistas
#ConvMediosPregoneros 
(Paris, Francia) | 1269
#ConvMedios 
hasta … 
… Gutemberg(1450) 
…"SocietéGéneéraledes Annonces“ (1845) 
… Mad Men (1950)
#ConvMedios 
ads¿porquefuncionbanenel pasado? 
your ad here
#ConvMedios 
1.Cercaníaa media owners 
2.Public reach controlled 
3.Accionesmotivadorasdel mundoreal 
4.Compartíamosmomentoscon la mismaescalade tiempoqueel cliente 
Your Ad here
#ConvMedios 
1.Cercaníaa media owners 
2.Public reach controlled 
3.Accionesmotivadorasdel mundoreal 
4.Compartíamosmomentoscon la mismaescalade tiempoqueel cliente 
5.…y el clienteadmitía 
la interrupcion 
Your Ad here
#ConvMedios 
ads¿quénoshizocambiar? 
your ad here
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios 
back to business
#ConvMedios 
back to business 
del eventsponsoringa la conversación activa
#ConvMedios 
back to business 
del eventsponsoringa la conversación activa 
de la gran pantalla de la super-bowla la pequeña e intima de twitter
#ConvMedios
#ConvMedios 
¿Quien se ha comido mi queso?
#ConvMedios 
audience= media 
where“convergence+ consumer behavior” means 
1.creation 
(multi-media stories, co-creation& crowdsourcing, mixedproductionprocess) 
2.distribution 
(mobilefirst, mobileeverywhere) 
3.consumption 
(no limits, no barriers, no segmentation) 
http://www.slideshare.net/matthewbuckland
#ConvMedios 
corporate communications based on customer behaviors 
the convergence of paid, owned & earned media
#ConvMedios
#ConvMedios 
el dispositivono es la cultura
#ConvMedios 
Majority of our daily media interactions are screen based
#ConvMedios 
Computers keep us productive and informed
#ConvMedios 
Smartphoneskeep us connected
#ConvMedios 
Tablets keep us entertained
#ConvMedios 
TV no longer commands our full attention
#ConvMedios 
tres ejemplos y una reflexión 
3x1
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
#ConvMedios
AplicacionescontextualesInteractive contextual Apps
SoLoMo>Publicidadlocalizada> mCommerceUseful branded data turn into business
Videogame gadgets into shopperception
#ConvMediosBuyer Persona
#ConvMedios 
personasen lugar de mercados 
perfilesen lugar de segmentos
#ConvMedios 
@mandomando 
Armando “Mando” Liussi Depaoli 
ThisworkisunderaCreativeCommonslicence¡Gracias!

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