Date post: | 21-Jan-2015 |
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Marketing |
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The New Rules of Communication
at
February 26th 2014
Advertising has changed Who is this person?
Advertising has changed Brand Engineers
Advertising has changed Also
Advertising has changed Special AnPost offer
Advertising has changed Advertising has changed
Advertising has changed The old rules are being inverted
Advertising has changed 1. Clients spent their money on media
Advertising has changed Not now you don’t
Advertising has changed 2. Clients are not media owners
Advertising has changed Now you are
Advertising has changed Your own channels
Advertising has changed 3. The marketer is in control
Advertising has changed No longer
Advertising has changed 4. You build brands through advertising
Awareness
Interest
Desire
Action
Advertising has changed Advocates build brands
PASSIVE VIEWERS
ENTHUSIASTIC SUPPORTERS
FAN PROMOTERS
ADVOCATES
DIG
ITA
L
Awareness
Interest
Desire
Action
Advertising has changed The rule of 9
Advertising has changed 5. You build brands with adverts
Advertising has changed No-one chooses to watch an advert
Advertising has changed But they will watch a film
Advertising has changed User generated content
Advertising has changed 6. You manage campaigns
Advertising has changed Not any longer
Advertising has changed Manage an ecosystem
Advertising has changed Connecting fans
Advertising has changed So, the new rules of communication
Advertising has changed So, the new rules of communication
1. Think digital 2. Data is central 3. Orchestrate your campaigns 4. Creativity is crucial 5. Everything is social
Advertising has changed 1. Think digital
Advertising has changed Product innovation
Advertising has changed Product innovation
Advertising has changed Print into TV
Advertising has changed 2. Data is central
Advertising has changed BMWFilms
Advertising has changed Pintuco
Advertising has changed Started with TV
Advertising has changed Got them calling
Advertising has changed Jose Beltran
Advertising has changed DM and Digital
Advertising has changed See what you’ve seen already
Advertising has changed See what you’ve seen already
Advertising has changed See what you’ve seen already
Advertising has changed CRM
Advertising has changed CRM
Advertising has changed Data and The Zoo
10 BN
7.7 BN
Advertising has changed What could we do in DM here?
Advertising has changed 3. Orchestrate your campaigns
Advertising has changed Mail and Digital together
Advertising has changed From 20 bloggers to 2m readers
Advertising has changed Mail 120 people
Advertising has changed Reach 79,000
Advertising has changed Mail 3,000
Advertising has changed 1.3m clicked to watch
Advertising has changed Clicking to create
Advertising has changed Clicking to create
Advertising has changed Clicking to book & buy
Advertising has changed Mail as a follow-up
Advertising has changed NZ Effies
Advertising has changed 4. Creativity is crucial
Advertising has changed You’re talking to people
Advertising has changed Sharing values
Advertising has changed Buy into you
Advertising has changed From 30 seconds to 30 minutes
Advertising has changed SAF
SAF – Are You Up To It?
Those who cracked it could unlock the website and find more challenges
The level of difficulty increased.
Eventually visitors could see how they scored – and could then challenge their friends to do better
Advertising has changed The 90 minute mailing
Advertising has changed 5. Everything is social
Advertising has changed Ideas people want to be part of
Advertising has changed Ideas people want to share
Advertising has changed 6. There are no rules
Advertising has changed Milka
Advertising has changed In summary – a personal journey
Advertising has changed 25 years ago…
Advertising has changed The TV commercial
Advertising has changed The idea
Advertising has changed Let’s bring back Ian Rush
Advertising has changed Recruitment
Advertising has changed Online as well as offline
Advertising has changed Pre-Roll
Advertising has changed Hub. Hygiene. Hero.
Advertising has changed Dads upload videos.
Advertising has changed Is there a little Messi out there?
Advertising has changed Boot camps
Advertising has changed The coaches
Advertising has changed The real Steve Gerrard
Advertising has changed More videos
Advertising has changed The squad
Advertising has changed Hygiene
Hero Hub Hygiene
Advertising has changed Hero
Advertising has changed DM and print
Advertising has changed Live on YouTube
Advertising has changed Then and Now
• In 1989 I reported on boys playing football • In 2013 I can get them out into the fields
Advertising has changed The data reveals
• 1. Only 39% of kids regularly take part in sports. The vast majority of 61% don’t. Urban kids are more non-‐parBcipatory than rural ones
• 2. ParBcipaBon in sports is highest amongst 4-‐8 year olds, but sharply drops down between 12-‐13 year olds
• 3. Girls don’t parBcipate and the gender gap becomes more marked progressively 7th year onwards. Girls do more dance, gymnasBcs, yoga
• 4. While football sBll tops the list, other games like tennis, canoeing and archery – all individual sports -‐ are gaining popularity. Dance is the second most popular acBvity appealing to both boys and girls (97% girls and 86% boys)
• Source: PE and Sport Survey (DoE/ TNS BMRB Report), May, 2010
Advertising has changed Declining interest
Advertising has changed The top trending sport
Advertising has changed From the familiar to the magical
Advertising has changed Ian Rush!
Advertising has changed In Google Hangouts
Advertising has changed See Beyonce’s routine
Advertising has changed Create your own routine
Advertising has changed Upload and share
Advertising has changed Hero video
Advertising has changed What have I learned?
Advertising has changed New ways of working
Advertising has changed New ways of trusting
Advertising has changed Collaboration
Advertising has changed The long and the short of it:
Advertising has changed As Confucius said:
Advertising has changed Thank You