What digital means to the next generation?
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Transcript of What digital means to the next generation?
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W H A T D I G I T A L
M E A N S
T O T H E N E X T
G E N E R A T I O N ?
comOn, the User Marketing Agency
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D i g i t a l i s l i ke e l e c t r i c i t y.
We d o n’ t n o t i c e i t a ny m o r e , b u t i t ’ s a l w ay s t h e r e .
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D i g i t a l h a s b e c o m e i n d i s p e n s a b l e ,
b u t i t i s s o i n f i l t ra t e d i n o u r l i ve s
t h a t w e d o n’ t t h i n k o f i t a s a ‘ t h i n g ' a ny m o r e .
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D i g i t a l , l i ke e l e c t r i c i t y, h a s f u n d a m e n t a l l y t ra n s f o r m e d t h e w ay
w e b e h ave , h o w w e t h i n k a n d eve n h o w w e f e e l .
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Fo r t h e n ex t g e n e ra t i o n ,
d i g i t a l i s m u c h m o r e t h a n
a t e c h n o l o g y o r a c h a n n e l .
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Fo r t h e n ex t g e n e ra t i o n , d i g i t a l i s a c a nv a s .
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Fo r t h e n ex t g e n e ra t i o n , d i g i t a l i s a c u l t u r e .
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Fo r t h e n ex t g e n e ra t i o n , d i g i t a l i s a n a t t i t u d e .
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T O T H E N E X T G E N E R A T I O N D I G I T A L I S A N
A T T I T U D E
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S O B R A N D S S H O U L D F O C U S O N
B E H A V I O R SN O T P L A T F O R M S
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B R A N D S S H O U L D F O C U S O N T H E
U S E RN O T T H E T E C H N O L O G Y
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U S E F U L S O C I A L E M O T I O N A L R E A L
Brands should be…
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I N T H E D I G I T A L A G E B R A N D S M U S T B E
U S E F U L
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D I G I T A L I N S I G H T # 1
U s e r s h ave a s h o r t e r a t t e n t i o n s p a n t h a n a g o l d f i s h*.
*TIME Magazine, 2015
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MAKE THEIR LIVES BETTER
I n s t e a d o f o n l y t e l l i n g f i c t i o n a l s t o r i e s w i t h e m p t y
p r o m i s e s , a d ve r t i s i n g c a n a d d v a l u e t o u s e r ’ s l i ve s .
A d ve r t i s i n g c a n s o l ve r e a l p r o b l e m s .
B E U S E F U L
15
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I N T H E D I G I T A L A G E B R A N D S M U S T B E
S O C I A L
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D I G I T A L I N S I G H T # 2
D i g i t a l i s a d e m o c ra t i c s p a c e .
I t ’ s a c c e s s i b l e t o a l l , b u t n o o n e c a n c o n t r o l i t .
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LET THEM OWN IT
O p e n u p . A s o c i a l b ra n d c e l e b ra t e s i t s a u d i e n c e a n d l e t ’ s
t h e m g e t i nvo l ve d . Le t u s e r s t r e a t yo u r b ra n d a s a p l a t f o r m ,
a s s o m e t h i n g t h a t c a n b e b u i l t u p o n .
B E S O C I A L
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Quando inclinamos o telefone para a
direita, ouvimos vozes interiores
ingenuamente optimistas a começar a
ganhar protagonismo e a sobreporem-
se à voz do discurso principal.
E quanto mais inclinamos o telefone,
mais vozes aparecem, mais exagerado
é o otimismo, e mais imperceptível se
tornar a voz da mulher do filme.
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© Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016
Quando inclinamos o telefone para a
direita, ouvimos vozes interiores
ingenuamente optimistas a começar a
ganhar protagonismo e a sobreporem-
se à voz do discurso principal.
E quanto mais inclinamos o telefone,
mais vozes aparecem, mais exagerado
é o otimismo, e mais imperceptível se
tornar a voz da mulher do filme.
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I N T H E D I G I T A L A G E B R A N D S M U S T B E
E M O T I O N A L
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D I G I T A L I N S I G H T # 3
D i g i t a l c a n a m p l i f y e m o t i o n s .
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EMPATHIZE WITH USERS
R e l a t a b l e b ra n d s u n d e r s t a n d u s e r s a n d a r e a b l e t o
c o n n e c t w i t h t h e m o n a n e m o t i o n a l l eve l .
G r e a t a d ve r t i s i n g m u s t t o u c h o u r f e e l i n g s .
B E E M O T I O N A L
25
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INSPIRE THEM
M a ke t h e m d r e a m .
S p a r k p o s i t i ve e m o t i o n s .
G i ve t h e m r e a s o n s t o b e l i eve .
B E E M O T I O N A L
27
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I N T H E D I G I T A L A G E B R A N D S M U S T B E
R E A L
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D I G I T A L I N S I G H T # 4
Te c h n o l o g y k i l l e d c h e a t i n g .
Yo u c a n' t h i d e a ny t h i n g a ny m o r e .
T h e r e' s t o o m a ny p e o p l e w i t h p h o n e s a n d s o c i a l m e d i a .
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BE HONEST
Tra n s p a r e n c y i s n o l o n g e r a c h o i c e , b u t h o w b ra n d s d e a l w i t h i t i s .
D o n’ t e d i t t h e t r u t h , t e l l t h e c o n s u m e r t h e w h o l e s t o r y u p f r o n t .
T h ey ’ l l d i s c ove r i t a ny w ay, w h e t h e r by yo u o r o t h e r s o u r c e .
B E R E A L
31
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TAKE RISKS
Ta k i n g r i s k s m a ke s b ra n d s m o r e r e l a t a b l e .
I f a b ra n d s h o w s v u l n e ra b i l i t y, i t w i l l b e e a s i e r f o r u s e r s t o t r u s t
t h e m , p r e c i s e l y b e c a u s e t h ey ’ r e p u t t i n g t h e m s e l ve s a t r i s k .
B E R E A L
33
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U S E F U L S O C I A L E M O T I O N A L R E A L
Brands should be…
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L E A R N I N G
D i g i t a l i s a b e h av i o r, n o t a p l a t f o r m .
S o f o c u s o n t h e u s e r, n o t o n t h e t e c h n o l o g y.
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( W E A R E )
T H E N E X T
G E N E R A T I O N
comOn, the User Marketing Agency
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A C C O U N T M A N A G E R
I N Ê S R A M O S
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H E A D O F S O C I A L
F I L I P E M A C E D O
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