Hi, my name The digital DAys conference was up is Dietmar ... file2 Dietmar Dahmen Mediacat...

This is the handout of my TALK at the MEDIACAT MARKETING FORUM on NOV. 27th 2012 in INSTANBUL. Ist a reminder! If you didn't attend the EVENT in person...

…it might be Difficult for you to fully unterstanD this Comic. If so, feel free to contact me and ask me to explain. [email protected]

The digital DAys conference was up and running. I only had 18 Minutes. There was no time to waste...

Never before was technology accepte

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so fast!

from 0 to

1 Billio

n i 8 years!

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Hi, my name is Dietmar

DAhmen and today here in ISTANBUL...

… I'm going to talk

about the future of

MARKETING. WE ALL KNOW THAT

ONE-WAY MARKETING IS passé.

THE CUSTOMERS TODAY ARE USED TO

2-WAY COMMUNICATION. OWNED AND

BOUGHT MEDIA ARE GOOD….BUT

EARNED MEDIA IS MUCH MORE

RESPECTED. USERS RELY ON 10+ SOURCES

WHEN BUYING A PRODUCT OR SERVICE. WE

ARE JUST ONE SOURCE. WE NEED TO BE

RELEVANT!

Also,THE WAY WE COMMUNICATE

TOTALLY CHANGED. MOBILE DEVICES

ARE PART OF OUR LIVES. WE HAVE

OVER 6 BILLION MOBILE

PHONES…AND CLOSE TO 1

BILLION SMART PHONES!

2Dietmar Dahmen Mediacat MArketing forum

…"Motivation built in". What is MOTiVATiON…? It is

Not the product! Motivation is achieving a desired outcome….

the product is just the means to get there. Let me give you an

example...

Nike todays offers solutions for "generation connected"! Devices with ...

The mobile revolution changeD

our society…it changed the way we

shop..and the way we need to do marketing!

2.5 Million!


They hired 7 writers..have frequent

update…and the visits on the website jumped from

80.000 to:

They had some 80.000 visitors on that

page... after some talks with google, NiElsen and others they decieded to change the contend drAmatically. From product to

"Desired Situation". From Shampoo to "cool party

hair Styles"!

The hair care Gigant Schwarzkopf had a

webpage showing and explaning products. 500

ML bottles 250 ML…. different brands...

The people were not interessted in the products! They were

interessted in great hair…and the product was just the way to achieve that Goal. We Do not buy products! We buy situations! The

perfect dance…with perfect Hair… the perfect moment … So:

conted is still king! But it has to be relevant! New!

Updated! Fresh!

You can pick a car. Car # 1 has a CD-Player and is orange. Car # 2 has a CD-Player, Leather upholstery, A/C and a Navigation system. The color of car #2 is black.

Which car do you pick?

LET'S DO A QUICK TEST:

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No. 1: fame

So, the big question is: what is relevant? Is relevanCe only defined

by the consumer…. or can we- as marketeers-generAte relevanCe as

well… well lets have a look:

The first form

of relevance is fame.

One very good Way to create fame

is viaad-vertising. This is

the hand of us: the marketing people. We

do that most often in bought media.

Dietmar Dahmen Mediacat MArketing forum

Oh yeah… Car # 1 is a Porsche.

and car # 2 is a LadA.

Ad-vertsing works even before you bought the Product. It's all about

image and Fame.

Ad-vertsing is Ultra

important. But if you

stop thinking about

your customer right at

the point where he/she

buys your product, you

are missing a key

behavior of most

people today. Before

you buy, you check what

other people who

bought the product

think about it. This is

reflected in amazon

stars, trip advisor

pictures etc.

Ad-vertising works in

bought media.

Use-vertising works in

earned media.

RELEVANce- FACTOR No. 2….

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Fame makes brANdS attractive. Fame makes brands stick ouT!

We recieve over 6000 messages a day…and remember only 27! Fame

is a good way to be one of the ones that people remember. So in Ad-vertising creating fame is

the main challenge. Ad-vertising kick starts…. but it is not the end

of the story!

Use-vertising is very powerful. It is created

by people who already used the product or service. 86% of GENERATION connected

does this! It is communicated via earned media. No company should

ignore use-vertising! allow people to experience the product

or service at its best and share the good news with others.

One tip: offer service beyond the expectation of your

customers! THis ranks No 1. with optimizing Net

Promoter Score - or use-vertising.

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Welcome to Level 2:

use-vertisingImagine you

are going to see a movie. Movie # 1 has Johnny Depp ,

Cameron Diaz, Russel BRand and Olivia Wilde. Movie # 2 has no one you

know. Ad-vertising says you'll

see Movie No. 1. But that movie only got

1 star from its Viewers. And movie no. 2 has 5 stars!!!!

What would you do?

Ad-vertising gives you a head start…but use-

vertising makes the deal. People trust people much more

than advertising. We can not influence use-vertising directly. BUT We can make sure that our

customers can be vocal about our brand.

Research on tipping shows that the unexpected

Extra piece of chocolate scored Ultra good.

I don't want to listen to your story. I was

hoping you would held me tell mine!

My-vertising uses individual preferences, individual

information, individual behavior. It puts the consumer in the centre of the communication- which is highly effective. mobile helps to make

Ego-casting a POwerful alteRnAtive to broad -casting. The

mobile phone can give absolute individualization. Use it!

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RELEVANce- FACTOR No. 3:


My-Vertsing creates experiences . experiences are the strongest conted there is!People do not buy products -

People buy experiences!

When Harley Davidson asked its buyers

why they decieded to get a Harley- not a single top 10

answer referred to any phsical performance. Nothing about

brakes..power, gas milage. It was as if

harley was Not a MotorcYcle..well it

isn't. harley is an experience…! Actually, every product is an

experience. A cup of starbucks CoffeE is NOT coffee. It is an

accessory..like a gucci bag.

One more Test;One more Test; Which cars do you look at? I will tell

you...


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Maximum 3!

Which cars do you

look at now…?

Different ones!

And if you want to party after winning 1 Million $ in Las Vegas you look at different car

again! Cars are not cars..but Situations

RecEiversExplorers


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It all started with web 1.0.

web 1.0 still rules. But it has some problems

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So..if Communication is

exploration we have to find out where exploration takes place…. Well, the answer is EVERYWHERE! Espccially online! LetS briefly look at the world of online

today...


Google is the key to web 1.0 !

the biggest Problem is, that you can only google

what you know...

Try to google nice hotel…good music… or -

in my 10 year old son´s case- cool room

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The solution: digital anticipation!

What is a cool room?

WE HAVE TO KNOW WHAT THEY

want!

RULE NO 1KNOW YOUR CUSTOMER

Know the sites s/he looked at, the products s/he bought, the articles s/he clicked on to read. If S/he watches Halo games on youtube… buys southpark

tshirts… reads articles on Call of duty... a

"cool room" is...

individualize your content!

Websites do this…mobile can do that much better!

IMPORTANT: know the digital history of all channels! Unite your departments!

NOLINE dominates.

Whats cool to you, must not be cool for me! Cool is individual!


nike fuel band revolutionized this even more!Web 2.0 is about to become a part of us…..literally!Always connected.Always monitored.always ready to share what we do … and think… and feel… and buy.

web 2.0 keeps revolutionizing our lives. KLM recently

introduced social seating, which allows you to choose the person

you´d like to sit next to on a flight by matching your Facebook profiles. The fiat MIO in Brazil

was the first crowDsourced car. And Mobile apps like Opinionated help us decide what to buy - even when our friends are physically not with us…Digitally they are

right there.

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After web 1.0 came web 2.0


Web 3.0 upgrades us to super humans. Time and space becomes irrelevant. Physical Limits are eliminated. We are everywhere. We see everything. Apps are the key

to Web 3.0. Web 3.0 is Ultra mobile and thus adds location based Services to "the web". This makes the web both more space neutral and more local- both

with mayor implications!The input is no longer limited to keyboards. Voice is input. Pictures are input. Cloths are input. Web 1.0 was about search engines. Web 3.0 is about find-

engines. Web 1.0 was about "the others". Web 3.0 is about "Me". Web 3.0 is Your butler. YOur secretary. YOur spy. You are the new digital superpower. The

master of Your personal Universe.13

Tweet even before you're born:

"I KickeD my mom at 11:56 p.m."

web 3.0 blows everything created before right off the cliff!

Better than the coolest Spy:

APPS Enable us to have Ears & Eyes everywherE! all

the time!


Total mental

availabity!

Total Physical

availabity!

No opportunity

is lost!

Every

Storefinder App knows

Who I am, where I am and if

the store closest to me is

currently open or closed… this is

totaly individualized information.

Absolutely unthinkable in the

web 1.0 world of just a

couple of years ago.

Siri, Kinect and other input Devices like medical T-shirts make the Computer invisible. We are always connected. Beeing Offline is the exception, today.

“The mobile phone enables every branded communication to directly lead to the intended action (most often buying a product or service). If your communication does not do this, it is a waste of your advertising money!In reverse this means, that every act of purchase (especially online) is a branded contact in itself. If your systems is easy to use, recognizes your clients and helps your clients connect and feel good about themselves and the purchase they made you will win.“ (Dietmar Dahmen, Feb 2012)

Everything works on any Device. Mixing offLine and online becomes

the norm. This is called "NOline"- a big sep up even from "Multi-

channel". You can buy a pair of adidas in the adidas store online !!! You can

buy clothes right at the shopping window. soon every citylight Will

have the capability to become a store Via touchscreen: BROWSE…

buy…pick up or get delivered!

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The next pages go a bit deep than the content of the short

talk i gave…. bit i think it is good to know!

Dietmar Dahmen Bonus CONTENT

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Web 4.0 is just emerging

now. It is about total

transparency.Take a photo of a product and you know what is is, where to buy it,

And/ or where to buy it cheaper.


We already have transparency of products…

prices…ingrEdiences… companies…customers…..gender….age…location…

time…temperature….weather…preferences…emotions…moods…

EVERYTHING!And this is just WHAT WE KNOW

NOW!

THE NEXT BIG THING AFTER THAT WILL BE

WEB 5.0. EVERYTHING EVERYWHERE WILL BE

ONLINE. CARS WILL BE ONLINE. LIGHTBULBS. COWS. KEYS. Today you

book a talke at a restaurant with the

Concierge. tomorrow you will talk to table.

The table will be online. I CALL THIS STAGE OF THE WEB: "DIGITAL DUST" the

"facebook of things". AND IT WILL CHANGE

THE WORLD AS WE KNOW IT.

IT WILL EVEN

EFFECT THE WAY

WE DECIDE. AWAY

FROm THE oLD

DECISION FUNNEL ...

SOON all DECISION WILL BE IN REAL TIME… ALL THE

TIME. YOU WILL KNOW WHERE THE CARS ARE

JAMMED NOW! WHICH SPECIFIC COW ATE THE BEST GRASS ETC. IT WILL ALL BE ABOUT THE

EASINESS OF THINKING ABOUT IT (THIS IS WHAT I CALL MENTAL COST) AND THE EASINESS OF GETTING IT (WHICH I CALL ACCESS COST). BRANDS, PEOPLE, NEWS, LOCATIONS ALL SHARE

THE SAME MEMBRANE PER PERSON. ALL HAVE VECTORS OF LIKELIHOOD. IT IS THESE

VECTORS OF LIKELIHOOD THAT COMMUNICATION WILL TRY TO

INFLUENCE.

BRANDS HAVE TO MINIMIZE

MENTAL COST AND ACCESS COST. THEY

ALREADY HAVE TO DO SO TODAY. IT THEY DON´T DO

IT EVEN BETTER TOMORROW…

R.I.P.

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tmar D

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TODAYS THEORY STATES, THAT YOUR DECISION GETS MORE AND MORE CONCRETE OVER TIME,

ELIMINATING OPTIONS AS YOU GO. SHALL WE SPENT THE SUMMER IN THE MOUNTAINS OR AT THE

BEACH…BEACH..OK…WHICH ONE: NICE OR FLORIDA… NICE…O.K…. WHICH HOTEL…. AND SO ON. BUT THEN YOUR BROTHER CALLS AND SAYS HE

RENTED A HUT IN NORWAY "DON´T YOU WANNA COME" AND THE DECISION FUNNEL IS IN

THE TOILET. THIS ALREADY HAPPENS TODAY.

The use of media drastically changed. the use of Mobile

explodes. Classic media stagnates or declines. The mobile phone is more than a channel for ads: it gives us fast, easy, relevant, individualized INFORMATION!

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24% of all people compare prices

WHILE they are in a

different store!

People buy a TV at

Amazon, while they

are looking at that TV in a Bestbuy.

ROPO: research online purchase offline // research OFFline purchase oNline

But we use the Mobile dIgital in many more ways that just for Price comparison...

But also: research ONline purchase oNline


Remember : the mobile is everywhere!Also in Stores!

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Everybody loves rich content! 85% of customers engage with video! People love "virtual" Services!


24% of all people compare prices

WHILE they are in a different store!

People buy a TV at Amazon, while

they are looking at that very TV in a

Bestbuy.

I CALL THIS CURVE STICKING.

Every well-off household gets Blocks of ice delivered. The electric refigerator

becomes standard in every home.

THE ANSWER IS: ZERO!They all saw the development. But nobody saw the true Market they were in. All of them were in the business of making food stay fresh longer. But they concentrated on their technology. They looked at what the "hardware" they had…rather then at what people wanted.

HUNDERDS OF THOUSANDS OF PEOPLE WORK IN CANNERIES.

Change happens IN LEAPS. LIVE JUMPED THE CURVE FROM SINGLE CELLS…TO another

curve (MULTI CELLS/ocean)… TO yet another curve (MAMALS/land) … ETC.

"Phones" JUMPED CURVES FRoM phones TO Mobiles TO

smart phones. IN RETROSPECT EVOLUTION OFTEN LOOKS LIKE ONE

SMOOTH CONTINUATION- of development. IT IS NOT! IF YOU WANT TO STAY ALIVE YOU HAVE TO JUMP CURVES EVERY

ONCE IN A WHILE! AND: YOU CAN ONLY KEEP THe SPEED of progress WHEN (at least sometimes) YOU RUN.

AND THIS MEANS - SOMETIMES - YOU HAVE TO HAVE BOTH FEET OFF THE

GROUND…and jump curves! This time is NOW!


It is much more profitable to

establish a "WHY NOT" Attitude.

CURVE STICKING HAPPENS ALL THE TIME. ONE OF THE MAIN REASONS IS "WHY ATTITUDE"

WHY ATTITUDE MEANS "WHY CHANGE". IT IS GOOD AS IT IS NOW. WE HAVE STEADY

GROWTH (OR DECLINE). ALL IS FINE. WHY CHANGE OUR MACHINES. OUR PRODUCTS.

OUR KNOWLEDGE.

PALMOLIVE HAD A STEADY GROWTH OF ABOUT 2 %. EVERYBODY WAS HAPPY. BUT ONE GUY BOUGHT A DESIGNER KITCHEN AND SAID:

PALMOLIVE MAKES MY KITCHEN LOOK BAD. WHY NOT COME UP WITH DESIGNER DETERGENT. AND HE DID - outperforming The market BIG TIME!

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Mobile BOOMS This changes our society

People talk about your brand

Ad-vertising Kicks start conversations

USe-vertising makes the deal

My-vertising WOW'S and gives Individual relevance


Dietmar dahmen for Mediacat Marketing

ForumT nov. 27th 2012 All rights reserved

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[email protected]

+ 43 676 7725 779

Move away from product to experience

ContenT should be quick…easy…simplify! UPDATE!!!!

BE relevant!!!! Unite your departments! Noline rules!

Conclusion: ACT NOW!!!!

Allow your Costumers to explore….

Hi, my name The digital DAys conference was up is Dietmar ... file2 Dietmar Dahmen Mediacat...

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