Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop

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/

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 timeon June 3, 1875

2. Telephone

Kineskops, 1888Fonogrāfs, 1877 Mikrofons, 1877

3. Recorded media

1901

4. Broadcast

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

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 home!

Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/

Source: http://www.flickr.com/photos/aderowbotham/81475981/

Multitasking

Constant Partial Attention

Economy

Abundanceof information

Critical Skills:

(To Find)

To Choose

To Evaluate

To Use

To Develop

To Learn

+ + =

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 seen an ad ... I have heard some good references ... I am intrigued!

Or I need to solve a problem ...

Now what???

.aAnno 1998.

Launched Adwords in 2003 The most powerful computing infrastructure on the planet

‘’’’‘

‘

SEO

Google Adwords

How does your

Brand looks

in digital environment?

Hundreds of free-of-charge or low-budget opportunities

Hundreds of tools available

Source for “Social Systems”: David Armano, http://darmano.typepad.com

3. VideoShow, 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, functionallyconvenient shopping

to: Creating experiences,while supporting maximum functionality

Customizeor

Create your version of product

Full Multimedia Experience (HQ)

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 it"

Paul Isakson

6.The Age of Mass

Creativity

Creative self-expression was privilege

Not Anymore

Toolsto record, create, edit, publish

Platformsto learn, grow, share, publish

Customizeor

Create your version of product

Improve product or service

Submit content

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)

7. Mobile

iPhone AppStoreJuly, 2008

darbs

The main

consequence

for agencies and

marketers

Message We

Thecustomer

Source: http://www.flickr.com/photos/zach_manchester/2600077403/sizes/l/

+ + =

Find anything

Share anything

Ignore anything,That is not interesting or valuable

for me

Message We

Thecustomer

Push is dead!

Welcome to the age of PULL!

The age of PULL:

What pulls?

?

Thecustomer

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 currency

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 are ending”

Jeff Benjamin

Interactive Creative director

Crispin Porter + Bogusky

via: http://paulisakson.typepad.com/planning/2008/03/the-future-of-m.html

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.

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!

What really pulls?

15 minutes break!