MARKETING AND ADVERTISING

IN THE DIGITAL WORLD

West Africa 2011

Brand Content Context

this presentation is about:

MarketingFormats

PositioningScenarios

gaping void // hugh macleod

ONCE UPON A TIME...

ADVERTISING...was about getting louder

it all started with a Megaphone

evolved in Outdoor Advertising

Newspapers & Magazines

Radio and...

Televisionthe mother of all media

time

mark

et re

ach

more salesmore prospects

panos sambrakos

but one day...people started to talk, talk and talk

and marketing became the future of advertising

what’s next // paul isakson

?

Consumers Trust Real Friends and Virtual Strangers

the Most (Nielsen)and if the want to know more...they’ll Google it

and find outby themselves

Goo

gle

// G

loba

l Sea

rch

Goo

gle

// G

hana

Sea

rch

Alli Jiang P u n k c o r e | v n ☮

}

What about Brands?

they did not disappeared and they still love their Consumers but...

Brands

Consumers

“I want to be cool!”

“Brand personalitieshelps Consumers define their own self concepts

and express their identity to others

brand strategist // idris mootee

...not all Brands are equal

and a radical transformation is on the way.

brand strategist // idris mootee

I hateyou

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I loveyou

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:)ListeningEngagingMaking Better ProductsRevealingOffering

:(ShoutingReacting

Making Big Promises

ExplainingPitching

From Brand Hero

to Advocacy

From Shouting

to ListeningFrom Pitching

to Offering

Ho

w?

“Service is the new advertising.alex gisbert // expedia

we create...Marketing Formats not ADS.

A Marketing Format is a method/solution to:

- understand expectations - bring value - enable participation- develop target communities- create brand fans

editor of pop' africana // oroma elewa

Content fuels our Marketing Formats

Traditional Campaigns Marketing Formats

“Content is the new currency

paul isakson

3 days =

Sold

on lin

e

$9.6 Million

...and Context is King

Every platform we use to deliver our content is a connection-point with our consumers

Every technology influences the way consumer will perceive our message

Every community has its own rules

editor of pop' africana // oroma elewa

in West Africa our Format is

called...

4

3

2

1

MarketingFormat

The Context

YourBrand

Valuable Content

today

tomorrow

- Web & Mobile Campaigning w/ local and international contents

(audio and video),- SMS calls-to-actions Sweepstakes

- Augmented Reality Promos - Inspirational Music for Streaming

and Download- Music events

- Branded Mobile Apps

- Integrated Streaming Music Platform,

- Profiled Consumer-Base - Ad Inventory management

- Extensive Reports (and more to come..)

“Best entertainment project ever launched in Africa!”Chris Ankrah

THANK YOU!

andrea volpini // InSideOut10

Credits

Hugh Macleoud, Cartonist - http://www.gapingvoid.com/

Panos Sambrakos, Late night Blogger http://www.panos.gr

Paul Isakson, Digital Strategist http://paulisakson.typepad.com

Idris Mootee, Innovator http://mootee.typepad.com/

Alex Gisbert, Director at Expedia http://twitter.com/#!/AlexGisbert

Alii Jiang, Photographer http://allijiang.wordpress.com/

Punkcore, Photographer http://punkcorevn.blogspot.com/

Oroma Elewa, Fashion Editor http://www.popafricana.com/

this presentation is the result of many inspiring ideas and world-wide famous memes, here is the list:

any idea, graphics or meme belonging to me is available for sharing, copying and re-mixing under

creative commons license 3.0