29.08.2015
Digitalna AkademijaLazar Dami
1-1-MANY MARKETING:HOW PR & MARKETING BECAME ONEDigital
domains for analogue brains
TRUTH NO. 1
All marketing is mass
TRUTH NO. 2
All marketing is direct
TRUTH NO. 3
and everything is digitally mediated
Only one watering hole in the jungle: and marketing is the same,
because of digital
DIGITAL IS DIRECT BY DEFAULT...
BUT ITS ALSO...Real timeTransientNot scheduledGlobal in
platformsFull of formatsComplex in behavioursRich in
dataShareable
TODAY, WE HAVE TO DO IT IN A SKIPPABLE WORLD OF CHOICE...
SKIPPABLE = SCREEN
CHOICE = CONTENT
ITS NEVER BEEN EASIER TO IGNORE MESSAGES
PaidEarnedOwned
PaidEarnedOwnedWe dont own any media, only knowledge how to use
them better. Thats it.
DOUBLING UP OF SCREEN TIME8.3h OF TV vs. 23h OF OLVFOR
18-34sMOBILE VIDEO NOW BIGGER THAN DESKTOP54% OF ONLINE ADS NOT
SEEN
WE LIVE IN THE PEAK CONTENT AGE?
WITH CONSEQUENCES...
Izvor: TrackMaven, 2015 (23,000 brendova/50m content pieces)
WITH CONSEQUENCES...Izvor: TrackMaven, 2015 (23,000 brendova/50m
content pieces)
DO WE IGNORE WHAT CONSUMERS WANT?
DO WE IGNORE WHAT CONSUMERS WANT?
Samo 4% content marketara smatraju da su majstori;70-80% sadraja
se ne koristi;65% marketara ne zna da li njihovi sadraji rade;87%
kompanija ima ozbiljne probleme da proizvede content koji angauje
potroae...
HALF-LIFE OF SHARING...
Unruly, May 2014
For good video, we are still talking days...
ANY TIME IS NOW PRIMETIME...
From campaign window, to campaign sieve...
THERE IS ALSO A LOT OF CHOICE OUT THERE...
20% OF DAILY GOOGLE SEARCHES HAVE NEVER BEEN SEARCHED FOR
BEFORE
40K SIGNALS FOR 1 PERSON OVER 2 MONTHS... Signals as the
alternative for traditional audience segmentation
INTENT TRUMPS IDENTITY; IMMEDIACY TRUMPS LOYALTY...
SO, IT SEEMS THAT TODAYS BRANDING HAS TO WORK TWO WAYS...
BROAD
To achieve reach across different platforms & formats
BROADDEEP
To achieve impact across various contexts & interests
BROADDEEP
It needs to create a wedge that opens the door of choice
BROAD DISCOVERABILITY & CHOSEN IMMERSION
HOW?
EMOTIONAL IMPACT
INTENT UTILITY(Emocionalna snaga)(Korisnost za nameru)
GREAT STORYTELLING ALWAYS CUTS THROUGH...
Address the storytelling bollocks, its nothing new (this ad is
from 1968)
BUT, NOW, WE CAN ALSO SEE MOMENTS THAT MATTER
Introduce micro-moments...
PUTTING THEM TOGETHER, WE CAN CUT BOTH WIDE & DEEP
3 USEFUL WAYS TO THINK ABOUT SKIPPABLE WORLD
seek relevant content
People who browseseek inspiring content[hero]
People who search[help]
People who subscribeseek regular content[hub]
WHICH GIVES YOU PERMISSION TO THINK IN 3
WAYSAmplificationADMANHUMANFRIENDListen & RespondInterest
OR, AS 3 KINDS OF FAME FOR YOU TO
BUILD...BlockbusterHOLLYWOODBBCHBODocumentaryEpisodic
JUST STICKING TV ADS ON YOUTUBE WONT WORK...
Dove Real Beauty Sketches
Why is it so hard to see beauty in yourself?
65M views since April 201313.2k views since April 2013
JUST STICKING TV ADS ON YOUTUBE WONT WORK...Hugh Laurie getting
his nails done
LOreal Men Expert TV ad
955k views since July 2011
249k views since Sept 2011
STORY MUST BE TOLD IN DIFFERENT WAYS...
DONT JUST COUNT YOUR VIEWS, WEIGH THEM.David Droga
On the still important issue of engagement...
Using search signals for matching content
SO, WHATS HAPPENING BETWEEN YOUR CAMPAIGNS?Content Activity
HelpHubHeroTime
Reminder of the need to think beyond just TV
HOW WILL THEY FIND YOU? WHY SHOULD THEY NOT SKIP YOU?
EMOTIONAL IMPACT
INTENT UTILITY(Emocionalna snaga)(Korisnost za nameru)
MARKETING = PR
HVALA@yusmart
