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Digital Age
            Changes, challenges
opportunities for agencies and account planners




                   Zigurds...
The spread (and availability) of



Internet and digital
     technologies

 is the biggest development in the
history of ...
tirgus placis?




http://www.flickr.com/photos/georgeaugustine/2116513291/
1448




I. Printing Press
Opregte Haarlemsche Courant, 1656 - 1942   New York Times, §
Alexander Graham Bell's first telephone.

Voice sounds were transmitted for the first time
              on June 3, 1875

...
Fonogrāfs, 1877        Mikrofons, 1877
                                         Kineskops, 1888




                  3. R...
1901




4. Broadcast
Mass Media Age:
           main characteristics

•   Mass communication
    (Broad-cast)

•   One-Direction communication
...
1995




Source: http://www.flickr.com/photos/giginger/75541830/
This is going to change
      everything!
7
      changes
influencing our job
1.
broadband
   (internet)
     at home
The single biggest change
       influencing our job




     Rapidly increasing number
of broadband internet users at hom...
Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
Source: http://www.flickr.com/photos/aderowbotham/81475981/




Multitasking
Constant Partial Attention
        Economy
Abundance
of information
    Critical Skills:


       (To Find)
      To Choose
     To Evaluate
        To Use
      To ...
+   +   =
Find anything
       Share anything



Ignore anything,
That is not interesting or valuable
              for me
2.
Search
And abundance of
  information
Step 0
                   of any digital strategy!




              Getting your
            “Now-What” right

I have see...
Anno 1998.
                   Launched Adwords in 2003
a .   The most powerful computing infrastructure on the planet
‘’’’
                       ‘



‘          Google Adwords
           SEO
How does your
          Brand looks
    in digital environment?



Hundreds of free-of-charge or low-budget opportunities
...
Source for “Social Systems”: David Armano, http://darmano.typepad.com
3.
Video
Show, don’t tell
7’463’000’000
78’000’000 videos   (March, 2008)

  2’400’000’000 search queries
80% - Customer created content
vs. 78’000’000 videos @ YouTube ...
http://www.sedinkjole.no/
4.
  Shopping
 From pure rationality
to creating experiences
from:
Simple, functionally
convenient shopping
to:   Creating experiences,
while supporting maximum functionality
Full Multimedia Experience (HQ)




          Customize
              or
Create your version of product
5.
Social platforms
from:   connecting (Being Together)
to:   Sharing, Creating, Developing,
            Collaborating
27/08/2009 - 426’718 entries in Russian
Think

Social Platforms

     rather than

  Social Media
tirgus placis?
Participation
        Listening
        sharing
Maintaining conversations
      Being honest
     Creating value
"The magic of social media
is not what happens in social media,
   but what happens outside of it,
           because of i...
6.
The Age of Mass
  Creativity
Creative self-expression was privilege
Not Anymore
Tools                            Platforms
to record, create, edit, publish   to learn, grow, share, publish
Customize
              or
Create your version of product
Improve product or service
Submit content
Submit content
Customer Created
 Ads 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 + ...
7.
Mobile
iPhone AppStore
    July, 2008
darbs
The main
  consequence
for agencies and
   marketers
The
customer


           Message   We
+   +   =
Find anything
       Share anything



Ignore anything,
That is not interesting or valuable
              for me
Push is dead!




   The
customer



                   Message   We
Welcome to the age of PULL!
The age of PULL:

What pulls?
The
    customer




?
Banners?
 rarely ....
What pulls?
1.
  Create content
   that customer
seeks out and share
Great
Storytelling
Create Experience

             Video
          Multimedia


   Aesthetics + Functionality
Social Currency

      Something worth talk about
 Something worth to share with friends


    Great content is social cur...
2.
Create value
Make his life better, easier, richer
Involve customer
Unleash their creative potential
        Collaboration
    Collective intelligence
Customization and
  personlization
Be Deep and Meaningful

   “The days of making funny things
 that may or may not have and effect
  on the clients business...
Be Deep and Meaningful


 “It is not what you say that
   matters, it what you do”
Strategy
in digital age

Increasing role and changing value of design
Don’t focus on technology.
             Focus on
customer needs, wants and behavior.
Account Planning: 1960s-2000s


             Understanding
               customer




Understanding                Unders...
Understanding
        customer and society /groups



Understanding                               Understanding
  creativi...
Understanding
        customer and society /groups



Understanding                               Understanding
  creativi...
What really pulls?
15
minutes
 break!
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
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Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop

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Presentation for BBDO Moscow Digital Wordshop in September, 2009 (http://www.wacademy.ru/courses/digital) about communication strategy in Digital Age

Veröffentlicht in: Bildung, Reisen, Business
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Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop

  1. Digital Age Changes, challenges opportunities for agencies and account planners Zigurds Zaķis DOMINO BBDO, stratēģiskās plānošanas vadītājs http://zz.typepad.com/LV
  2. The spread (and availability) of Internet and digital technologies is the biggest development in the history of mankind since industrial revolution
  3. tirgus placis? http://www.flickr.com/photos/georgeaugustine/2116513291/
  4. 1448 I. Printing Press
  5. Opregte Haarlemsche Courant, 1656 - 1942 New York Times, §
  6. Alexander Graham Bell's first telephone. Voice sounds were transmitted for the first time on June 3, 1875 2. Telephone
  7. Fonogrāfs, 1877 Mikrofons, 1877 Kineskops, 1888 3. Recorded media
  8. 1901 4. Broadcast
  9. 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
  10. 1995 Source: http://www.flickr.com/photos/giginger/75541830/
  11. This is going to change everything!
  12. 7 changes influencing our job
  13. 1. broadband (internet) at home
  14. The single biggest change influencing our job Rapidly increasing number of broadband internet users at home!
  15. Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
  16. Source: http://www.flickr.com/photos/aderowbotham/81475981/ Multitasking
  17. Constant Partial Attention Economy
  18. Abundance of information Critical Skills: (To Find) To Choose To Evaluate To Use To Develop To Learn
  19. + + =
  20. Find anything Share anything Ignore anything, That is not interesting or valuable for me
  21. 2. Search And abundance of information
  22. 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???
  23. Anno 1998. Launched Adwords in 2003 a . The most powerful computing infrastructure on the planet
  24. ‘’’’ ‘ ‘ Google Adwords SEO
  25. How does your Brand looks in digital environment? Hundreds of free-of-charge or low-budget opportunities Hundreds of tools available
  26. Source for “Social Systems”: David Armano, http://darmano.typepad.com
  27. 3. Video Show, don’t tell
  28. 7’463’000’000
  29. 78’000’000 videos (March, 2008) 2’400’000’000 search queries 80% - Customer created content
  30. vs. 78’000’000 videos @ YouTube ...
  31. http://www.sedinkjole.no/
  32. 4. Shopping From pure rationality to creating experiences
  33. from: Simple, functionally convenient shopping
  34. to: Creating experiences, while supporting maximum functionality
  35. Full Multimedia Experience (HQ) Customize or Create your version of product
  36. 5. Social platforms
  37. from: connecting (Being Together)
  38. to: Sharing, Creating, Developing, Collaborating
  39. 27/08/2009 - 426’718 entries in Russian
  40. Think Social Platforms rather than Social Media
  41. tirgus placis?
  42. Participation Listening sharing Maintaining conversations Being honest Creating value
  43. "The magic of social media is not what happens in social media, but what happens outside of it, because of it" Paul Isakson
  44. 6. The Age of Mass Creativity
  45. Creative self-expression was privilege
  46. Not Anymore
  47. Tools Platforms to record, create, edit, publish to learn, grow, share, publish
  48. Customize or Create your version of product
  49. Improve product or service
  50. Submit content
  51. Submit content
  52. Customer Created Ads for Superbowl Doritos (2007) http://www.youtube.com/watch?v=3YJbbA_4TfQ
  53. falling production costs Growing demand for superior experience (idea + using the channel in right way + quality of production)
  54. 7. Mobile
  55. iPhone AppStore July, 2008
  56. darbs
  57. The main consequence for agencies and marketers
  58. The customer Message We
  59. + + =
  60. Find anything Share anything Ignore anything, That is not interesting or valuable for me
  61. Push is dead! The customer Message We
  62. Welcome to the age of PULL!
  63. The age of PULL: What pulls?
  64. The customer ?
  65. Banners? rarely ....
  66. What pulls?
  67. 1. Create content that customer seeks out and share
  68. Great Storytelling
  69. Create Experience Video Multimedia Aesthetics + Functionality
  70. Social Currency Something worth talk about Something worth to share with friends Great content is social currency
  71. 2. Create value Make his life better, easier, richer
  72. Involve customer Unleash their creative potential Collaboration Collective intelligence
  73. Customization and personlization
  74. 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
  75. Be Deep and Meaningful “It is not what you say that matters, it what you do”
  76. Strategy in digital age Increasing role and changing value of design
  77. Don’t focus on technology. Focus on customer needs, wants and behavior.
  78. Account Planning: 1960s-2000s Understanding customer Understanding Understanding creativity business
  79. Understanding customer and society /groups Understanding Understanding creativity business Understanding technology (what it enables rather than what is possible to do by it) but not focusing on it!
  80. Understanding customer and society /groups Understanding Understanding creativity business Understanding technology (what it enables rather than what is possible to do by it) but not focusing on it!
  81. What really pulls?
  82. 15 minutes break!

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