Date post: | 05-Apr-2017 |
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Marketing |
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THE MOST IMPORTANT TRENDS OF 2017FOR IAA YP
Costin Radu, Managing Director
Saatchi & Saatchi + The Geeks
AUTOMATION (IN MARKETING AND ELSEWHERE)MOBILE FIRST & VIDEO FIRST CHATBOTSIMMERSIVE CONTENTNATIVE ADVERTISINGAUGUMENTED REALITY CONVERSATIONS
ARTIFICIAL INTELLIGENCE VIRTUAL REALITYINTERNET OF THINGSWEARABLES3D PRINTINGBEACONSVOICE SEARCH
IF REALLY INTERESTED, ALL OF YOU CAN SEARCH USING GOOGLE TO IDENTIFY THE TRENDS OF 2017.
NO nEED FOR ME BEING HERE.
WHAT CAN I DO STARTING TODAY TO BE READY FOR THE CHANGES OF TOMORROW?
1. LEARN THE DISCIPLINE OF ACCOUNT PLANNING / STRATEGIC PLANNING
PROBLEM. TOO MANY YOUNG PEOPLE COMING FOR INTERVIEWS LOOKING FOR RECIPES ON HOW TO DO THINGS
IN THE DIGITAL ERA, IT MEANS TO BECOME (OR TO THINK) LIKE A UI / UX DESIGNER
PUT YOURSELF IN THE SHOES OF OTHERSUsers / consumers / people / subscribers etc.
RECEPTIVITYUnderstand the mindset of one, in a certain context.
USE RESEARCH & ANALYTICS DATA TO GUIDE YOUR DECISIONSNever substitute data with your intuition.
NEVER START DOING SOMETHING WITHOUT HAVING A PERFECTABLE PLANMake a theory about how it will work. Don’t think too much. Do according to your theory. Amend the theory, until you get it right.
PROBLEMTOO MANY PEOPLE ONLY KNOW HOW TO DO ONE THING.
2. TEACH YOURSELF VIDEO-MAKING
BUY or BORROW A DSLR (anything that works manually)
WATCH VIDEO SCHOOL ON VIMEO / VIDEO TUTURIALS ON YOUTUBE
SHUTTER SPEED, ISO, APERTURE, RULE OF THIRDS, COLOR CORRECTION, THREE POINT LIGHTNING SHOULD BECOME YOUR FRIENDS
EXPERIMENT WITH LOTS OF VIDEOS. SHOOT A COUPLE YOURSELF.
GO TO VIDEO SHOOTINGS.Go and offer yourself as a volunteer to video production houses.
PROBLEMTOO MANY PEOPLE THINK THEY NEED TO BE CREATIVE
3. DON’T THINK CREATIVE (YOU ALREADY ARE CREATIVE!) - BUT IDENTIFY PATTERNS & THINK IN ALGORITHMS
ALGORITHM = a process or set of rules to be followed in problem-solving operations, especially by a computer
HOW CAN I TEACH A COMPUTER TO WORK FOR ME?
HOW CAN I HELP MY COMPANY AUTOMATE PROCESSES SO THAT IT BECOMES MORE PROFITABLE?
PROBLEMTOO MANY CLASSIC AGENCY PEOPLE DON’T GET DIGITAL, TOO MANY DIGITAL SPECIALISTS DON’T GET THE FULL PICTURE.
4. LEARN HOW BRANDS WORKS BEYOND THE THEORY OF “BRAND IMAGE” AND “BRAND AWARENESS”
THINK HOW BRANDS GROW AND HOW COMMUNICATION WORKS
FROM A MARKETING PERSPECTIVE, THE INTERNET IS NOT THAT MEASURABLE AS WE MIGHT THINK
ANALYTICS OFFER INFORMATION ABOUT DIGITAL BEHAVIOUR, BUT NOT ABOUT PERCEPTION
UNDERSTANDING HOW MINDS WORK IS FAR MORE IMPORTANT THAN HOW APPS OR WEBSITES WORK
Top of MindSpontaneous Advertising AwarenessSpontaneous Brand AwarenessAided Advertising AwarenessAided Brand AwarenessRecallPreferencePurchase Intent& OTHERS
PROBLEMTOO MUCH DATA OUTHERE
5. LEARN HOW TO UNDERSTAND DATA & HOW TO DO PROPER RESEARCH. QUESTION DATA.
DATA IS VERY IMPORTANT.BUT NOT ALL DATA IS IMPORTANT FOR YOU.
6. DEVELOP A BULLSHIT DETECTOR. TOO MANY STUFF OUTHERE.
LEARN CRITICAL REASONING AND RHETORICShttps://itunes.apple.com/us/itunes-u/critical-reasoning-for-beginners/id387875757?mt=10
5. GO OUT FOR TEA OR BEERS OR BOTH. NEVER AT THE SAME TIME.
OTHER PEOPLE KNOW OTHER STUFF
GETTING THE TRUST OF OTHER PEOPLE IS THE MOST IMPORTANT THING YOU CAN DO IN YOUR CAREER
THANK YOU!