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It’s the end of the World as we know it for marketing in Brazil
@lent
Michel LentFounder, CPO
Lent/AG
Facts check
Brazil at a glance
123 million Internet users
91 million on Facebook
Over 240 million active mobile lines
Structuralchanges
The scattered audience
on huge, global platforms
Talking to a lot of people became cheaper and more accurate
Traditional media has become less effective losing a lot of audience
New ways of consuming information rise
Saturated attention
Everything fighting for the 24 hours of the day
Content available in any screen, anywhere
The connected consumer: well-informed;full of demands; strong opinionated
Conjunctural changes
Impeachment, recession, instability
International uncertainty
Unemployment rise in Brazil
Less buying power
Impact of change over media companies
Traditional TV shows losing commercial appeal
Fighting for viewershing not only with other TV stations
But also with independentent producers
and all other sorts of streaming content services
All media loosing as a whole the dispute with Internet
Less viewership, less revenue
Having a direct and profound impact on staff and the size of the traditional media companies.
The impact on marketing and advertising
Retail and other industries with less revenue making smaller budgets
As traditional media looses effectiveness, new models are necessary
Weaker effectiveness, less sales, smaller budgets, fewer agencies
Strong demand for new solutions, new formats, cheaper
Individuals more effective than corporations
To understand and use Digital, becomes mandatory
The new advertisers
The era of no-advertising brands
Growth-hacking mentality
New generation of born-digitals taking charge in corporations
The new marketing logic
1NEGÓCIO 2EXPERIÊNCIA 3CONTEÚDO + DISTRIBUIÇÃO
The newagency model
Media commission-based model no longer works
Less money, smaller structures
As focus shifts from creative to ROI, business models demand changes
The clash of Consulting and Advertising companies
Traditional agencies, all on hands of international groups face mergers and downsizing.
Ground zero
OPPOR-TUNITY
As everything we knew faces
transformation
You have no choice but to jump without knowing where you will land
So, while in the air, seize the opportunities
The end of a cycle is a new beginning
As we all start again, at the same time
We're all at the same point, leveled
How many resets will you life bring you?
