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
10. 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
24. 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???
25. Anno 1998.
Launched Adwords in 2003
a . The most powerful computing infrastructure on the planet
95. 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
96. Be Deep and Meaningful
“It is not what you say that
matters, it what you do”
101. 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!
102. 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!