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It’s the end of the World as we know it 
for marketing in Brazil

Keynote by digital marketing maverick Michel Lent on disruption of advertising in Brazil.

It’s the end of the World as we know it 
for marketing in Brazil

  1. 1. It’stheendofthe Worldasweknowit
 formarketinginBrazil @lent Michel Lent
 Founder, CPO
 Lent/AG
  2. 2. Factscheck
  3. 3. Brazil at a glance
  4. 4. 123 million Internet users
  5. 5. 91 million on Facebook
  6. 6. Over 240 million active mobile lines
  7. 7. Structural
 changes
  8. 8. The scattered audience
  9. 9. on huge, global platforms
  10. 10. Talking to a lot of people became cheaper and more accurate
  11. 11. Traditional media has become less effective losing a lot of audience
  12. 12. New ways of consuming information rise
  13. 13. Saturated attention
  14. 14. Everything fighting for the 24 hours of the day
  15. 15. Content available in any screen, anywhere
  16. 16. The connected consumer: well-informed;
 full of demands; strong opinionated
  17. 17. Conjunctural changes
  18. 18. Impeachment, recession, instability
  19. 19. International uncertainty
  20. 20. Unemployment rise in Brazil
  21. 21. Less buying power
  22. 22. Impactof changeover media companies
  23. 23. Traditional TV shows losing commercial appeal
  24. 24. Fighting for viewershing not
 only with other TV stations
  25. 25. But also with independentent producers
  26. 26. and all other sorts of streaming content services
  27. 27. All media loosing as a whole the dispute with Internet
  28. 28. Less viewership, less revenue
  29. 29. Having a direct and profound impact on staff and the size of the traditional media companies.
  30. 30. Theimpacton marketingand advertising
  31. 31. Retail and other industries with less revenue making smaller budgets
  32. 32. As traditional media looses effectiveness, new models are necessary
  33. 33. Weaker effectiveness, less sales, smaller budgets, fewer agencies
  34. 34. Strong demand for new solutions, new formats, cheaper
  35. 35. Individuals more effective than corporations
  36. 36. To understand and use Digital, becomes mandatory
  37. 37. Thenew advertisers
  38. 38. The era of no-advertising brands
  39. 39. Growth-hacking mentality
  40. 40. New generation of born-digitals taking charge in corporations
  41. 41. The new marketing logic 1NEGÓCIO 2EXPERIÊNCIA 3CONTEÚDO + DISTRIBUIÇÃO
  42. 42. Thenew
 agencymodel
  43. 43. Media commission-based model no longer works
  44. 44. Less money, smaller structures
  45. 45. As focus shifts from creative to ROI, business models demand changes
  46. 46. The clash of Consulting and Advertising companies
  47. 47. Traditional agencies, all on hands of international groups face mergers and downsizing.
  48. 48. Groundzero
  49. 49. OPPOR- TUNITY
  50. 50. As everything we knew faces transformation
  51. 51. You have no choice but to jump without knowing where you will land
  52. 52. So, while in the air, seize the opportunities
  53. 53. The end of a cycle is a new beginning
  54. 54. As we all start again, at the same time
  55. 55. We're all at the same point, leveled
  56. 56. How many resets will you life bring you?
  57. 57. thanks;) MICHEL LENT m@lent.ag | www.lent.ag www.slideshare.net/mlent68

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