HOW TO THINK THE DIGITAL WAY.

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Dealing with digital trends –web evolution

Web 1.0

Web 2.0

Web 3.0

Web 4.0

Web 5.0

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Dealing with digital trends –the Gartner hypecycle

Watch (hype)

Apply (mass relevance)

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CONTENT is king

Having appealing, relevant content, that is focused on the needs and living conditions of the TG and thus it will attract them• Exclusive content• Entertainment• Good deal

Thinking digital –content and context

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CONTEXT is king

Needs are satisfied out of a personal, temporal and/or regional situation.

It means providing relevant, honest, tangible content at the right place and at the right time.

Brand performance is not static but a dynamic mixture of various components.

Thinking digital –content and context

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WHY SOUNDS ADVERTISING LIKE ADVERTISING?

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• TV made it possible to communicate to a vast audience at relatively low costs.

• With more and more brands advertising on TV airtime got limited and prices increased.

• Consequently TVC´s got shorter and shorter.• And even worse: As advertisers do not know about the

indivudual situation or disposition of their audience or potential consumers, messages not only have to be shorter. They have to be more memorable as well. So they have to be simple.

• To make sure the audience remembers if appropiate at some day.

WHY?

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YOU DON´T SEARCH FOR SOMETHING THAT IS NOT RELEVANT TO YOU.

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MARKETS ARE CONVERSATIONS.

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Everything should be measured/tracked

Today we can measure/track digitally everything in real-time and respond accordingly and in this very moment of his/her individual disposition.

You cannot improve what you don’t measure or track. For this you need data.

Thinking digital –everything is measurable

YOU DON´T SEARCH FOR SOMETHING THAT IS NOT RELEVANT TO YOU.

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Search

• Because the Internet has been built on search• All Front Ends are made to help us with search.• User Experience, Informationarchitecture, Google,

Yahoo, Bing, Search Engine Optimization or Search Engine Marketing – it is all about search.

• 80% of all online sales derive from a search request.

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New vehicle sales have declined in the world, however traffic of branded sites have increased

Social Media is not just Facebook

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Big screen vs. Small screen

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Dániel FalusHead of IdeaLab @ McCANN Erickson

Budapest