Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

  • View
    104

  • Download
    2

Embed Size (px)

DESCRIPTION

Oι νέες τεχνολογίες και τα ψηφιακά μέσα και κανάλια απελευθερώνουν τη δημιουργικότητα και μπορούν να συμβάλλουν αποτελεσματικά στο χτίσιμο ενος ισχυρού brand, που διασκεδάζει, φέρνει σε επικοινωνία, προκαλεί το διάλογο, ενθαρύνει τη συμμετοχή, και τελικά δημιουργεί μια μοναδική εμπειρία στον καταναλωτή. Στην κεντρική παρουσίαση του συνεδρίου, ο κ. David Pugh-Jones, Creative Strategist και evangelist της MSN Advertising Solutions θα εστιάσει στην ψηφιακή δημιουργικότητα και την εξέλιξη των online διαφημιστικών ευκαιριών σήμερα και στο μέλλον, εξηγώντας γιατί τα brands οφείλουν σε διαρκή βάση να αναθεωρούν τον τρόπο που επικοινωνούν και αγγίζουν τους καταναλωτές. Στην παρουσίαση θα γίνει επίδειξη rich interactive εφαρμογών με παραδείγματα του πως πελάτες, agencies και δημιουργικοί μεταφέρουν το innovation και τη δημιουργικότητα σε ενα νέο επίπεδο. Επιδείξεις καινούριων, συναρπαστικών τεχνολογιών παράλληλα με διαφημιστικές εξελίξεις στο mobile, το gaming και την επόμενη γενιά online video περιεχομένου.

Text of Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

  • Branding strategies in an ever changing digital world..

    David Pugh-JonesCreative Strategist EMEA, Microsoft Advertising

  • Seismic ShiftContent, Advertiser & Consumer

    Passive Engaged>

    Interrupt Relevant>

    Mass Targeted>

    Broadcast Interactive>

    30 Seconds Extended time>

    Advertiser Control Consumer Control>

    Publisher Timetable My Timetable>

    Single platform Multiple Media Platforms>

  • Time is being created that didnt exist before.

    - farfar, Stockholm, Sweden

  • Where I want it,When I want it, How I want it.

  • Publisher Control

  • Consumer Control

  • If you talked to consumers the way advertising talked to consumers, theyd punch you in the face

    Hugh Macleod, gapingvoid.com

  • Attract

    Engage

    Excite

    The Essence of True Creative Marketing

  • How do we bring advertising to life?

  • Creativity is the key to..

    ...consumer engagement

  • The trade of advertising is now so near perfection that it is not easy to propose any improvement

    Samuel Johnson, 1759

  • The worlds longest ad!?

  • Use Brand Advocates

  • IM: talktofrankbot@hotmail.co.uk

    The results so far..

    500,000 people have added FRANKto their buddy list

    Over 3 million conversations and

    35 million individual questions

    Lasting five minutes on average

    The Agent is accessible 24 hours a day, seven days a week.

  • Entertain Me Advertising

  • Exclusivity

  • For Mums, By Mums, About Mums

  • http://kirill.uk.msn.com/

  • Leveraging their network99% of web sites are not socially enabled

  • Tell me and Ill forget.Show me and I might remember.Involve me and I will understandBenjamin Franklin

  • Every brand is unique

  • Everyone is Creative!If youre not you cant work here

  • The Power of Brand Advocates

  • Using Brand Advocates

  • Take the Plunge..

  • Real vs Virtual World

  • Tom Clancys Rainbow Six Vegas

  • Can we predict the future?

  • When a TV spot airs, half the audience leaves the room.

    Another 35% change the channel.

    When a magazine ad appears, most just

    turn the page.

    PVR Owners delete 88% of all

    commercials.

    Most web banners have less than 1% click thru.

    At 65mph, most billboards are

    never read.

    Brand Engagement is paramount to

    survival

  • The evolution of the www.

  • Microsoft

    Confidential

    Is this the year of Mobile?!Every year is the year of Mobile!

  • We always overestimate the change that will occur in the

    the change that will occur in the next tennext two years and underestimate

    Brand-Headed

  • Next Generation Behavioural Advertising

  • Immersive Digital Video Content

  • Virtual EarthVirtual Earth 3D

  • Virtual Earth with Deep Zoom Technology

  • Darwins Digital Evolution

  • this will change forever the way you think about digital photos..

    Picture the Future

    Photosynth

  • When the total brandscape is evolving so fast, brands that are sitting still risk looking out of touch and out of energy. For most brands whether in technology, media or entertainment slow is dangerous

    Next Now: Trends for the Future 2007Marian Salzman & Ira Matathia

  • I cant afford to take risks

    The biggest risk of all is to do nothing and

    continue to follow the paths of the past

    - David Pugh-Jones, I just said it!

  • Talk doesnt cook rice(Old Chinese Proverb)

  • The digital eras creative possibilities are endless..

  • 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part

    of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

    dpughj@microsoft.com

    http://advertising.microsoft.com/europe