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Digital Age
            Changes, challenges
opportunities for agencies and account planners




                   Zigurds Zaķis
        DOMINO 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 time
              on June 3, 1875




                                         2. Telephone
Fonogrāfs, 1877        Mikrofons, 1877
                                         Kineskops, 1888




                  3. Recorded media
1901




4. Broadcast
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
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
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 home!
Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
Source: http://www.flickr.com/photos/aderowbotham/81475981/




Multitasking
Constant Partial Attention
        Economy
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Abundance
of 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???
Anno 1998.
                   Launched Adwords in 2003
a .   The most powerful computing infrastructure on the planet
‘’’’
                       ‘



‘          Google Adwords
           SEO
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
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.
Video
Show, don’t tell
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
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 ...
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
http://www.sedinkjole.no/
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
4.
  Shopping
 From pure rationality
to creating experiences
from:
Simple, functionally
convenient shopping
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
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
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Think

Social Platforms

     rather than

  Social Media
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
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
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 + quality of production)
7.
Mobile
iPhone AppStore
    July, 2008
darbs
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
The main
  consequence
for agencies and
   marketers
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
The
customer


           Message   We
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
+   +   =
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 ....
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
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
Marketing Communication in Digital Age: presentation for BBDO Moscow Digital Wordshop
Don’t focus on technology.
             Focus on
customer needs, wants and behavior.
Account Planning: 1960s-2000s


             Understanding
               customer




Understanding                Understanding
  creativity                    business
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!
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!
What really pulls?
15
minutes
 break!

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