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It’s the end of the World as we know it for marketing in Brazil
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Keynote by digital marketing maverick Michel Lent on disruption of advertising in Brazil.
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It’s the end of the World as we know it for marketing in Brazil
1.
2.
It’stheendofthe Worldasweknowit formarketinginBrazil @lent Michel Lent Founder, CPO Lent/AG
3.
Factscheck
4.
5.
Brazil at a
glance
6.
123 million Internet
users
7.
91 million on
Facebook
8.
Over 240 million
active mobile lines
9.
10.
Structural changes
11.
The scattered audience
12.
on huge, global
platforms
13.
Talking to a
lot of people became cheaper and more accurate
14.
Traditional media has
become less effective losing a lot of audience
15.
New ways of
consuming information rise
16.
Saturated attention
17.
Everything fighting for
the 24 hours of the day
18.
Content available in
any screen, anywhere
19.
The connected consumer:
well-informed; full of demands; strong opinionated
20.
21.
Conjunctural changes
22.
Impeachment, recession, instability
23.
International uncertainty
24.
Unemployment rise in
Brazil
25.
Less buying power
26.
27.
Impactof changeover media companies
28.
Traditional TV shows losing commercial appeal
29.
Fighting for viewershing
not only with other TV stations
30.
But also with
independentent producers
31.
and all other
sorts of streaming content services
32.
All media loosing
as a whole the dispute with Internet
33.
Less viewership, less
revenue
34.
Having a direct
and profound impact on staff and the size of the traditional media companies.
35.
36.
Theimpacton marketingand advertising
37.
Retail and other
industries with less revenue making smaller budgets
38.
As traditional media
looses effectiveness, new models are necessary
39.
Weaker effectiveness, less
sales, smaller budgets, fewer agencies
40.
Strong demand for
new solutions, new formats, cheaper
41.
Individuals more effective
than corporations
42.
To understand and
use Digital, becomes mandatory
43.
44.
Thenew advertisers
45.
The era of
no-advertising brands
46.
Growth-hacking mentality
47.
New generation of
born-digitals taking charge in corporations
48.
The new marketing
logic 1NEGÓCIO 2EXPERIÊNCIA 3CONTEÚDO + DISTRIBUIÇÃO
49.
50.
Thenew agencymodel
51.
52.
Media commission-based model
no longer works
53.
Less money, smaller structures
54.
As focus shifts
from creative to ROI, business models demand changes
55.
The clash of
Consulting and Advertising companies
56.
Traditional agencies, all
on hands of international groups face mergers and downsizing.
57.
58.
Groundzero
59.
OPPOR- TUNITY
60.
As everything we knew
faces transformation
61.
You have no
choice but to jump without knowing where you will land
62.
So, while in the
air, seize the opportunities
63.
The end of
a cycle is a new beginning
64.
As we all
start again, at the same time
65.
We're all at
the same point, leveled
66.
How many resets
will you life bring you?
67.
68.
thanks;) MICHEL LENT m@lent.ag |
www.lent.ag www.slideshare.net/mlent68
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