BACK TO THE FUTURE Kopaonik, 02.05.2015 Branimir Brkljač
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BACK TO THE FUTURE Kopaonik, 02.05.2015 Branimir Brklja
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IVEO PRVI MAJ
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Monday, May 11, 1925. Houston, Texas
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CHANGE
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MAKE PEOPLE WANT PRODUCTS
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CONSUMER
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Advertising is based on happiness. We make the lie, we invent want. Don Draper We make the lie, we invent want. Don Draper
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Earnest Elmo Calkins
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Ovde ide tekst UJETE LI?
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Measure Measure Measure Measure Measure AMR SHR 4+ CPP TRP 18-49 PUT power ratio F/M CSOV break-drop
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NOVA TEHNOLOGIJA
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1990. - 1 billion connected places 2010. - 5 billion connected people 2020. - 20 billion connected devices
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Ne ujem dobro...
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PERSONAL = PRIVATE
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Ovde ide tekst Breaking News
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PRIVATE = PUBLIC
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Ovde ide tekst Before - After
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REAL WORLD = VIRTUAL WORLD
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Gledam i ne vidim
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Screenage Generacija
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VIRTUAL WORLD = REAL WORLD
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MY BEST FRIEND
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CHANGE
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Ovde ide tekst Audience of One
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Channel ME
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I AM DISTRIBUTION
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I AM CONTENT
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PROSUMER
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What did really CHANGE?
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NOVO STANJE ISTO STANJE
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MAKE PEOPLE WANT PRODUCTS
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MAKE PRODUCTS PEOPLE WANT
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NOVO STANJE STARO S*ANJE
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Marije Vogelzang Eating Designer
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Marije Vogelzang
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EAT LOVE Budapest
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Q & A About FUTURE
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Ad Agencies ?
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DISAPPEARING
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Traditional Media ?
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Radio & Television DEAD MEN WALKING
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Print RE-INVENTING
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Brands ?
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NEW MEDIA COMPANIES
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When you own the media instead renting it! CONTENT MARKETING
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TURN Fans, Friends & Followers into Paying Customers
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PRODUCT = CONTENT = PRODUCT
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MEDIA = TRUST
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BRAND = STORY
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MARKETS = CONVERSATIONS
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MARKETING = STORYTELLING
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DATABASE = COMMUNITY
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SEGMENTATION = BEHAVIOUR
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SOCIAL NETWORKS = PERSONAL NETWORKS
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BUSINESS = COMMUNICATION
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Relevant Message establishes Relationship Right Content triggers Emotions Proper Context helps get positive Experience
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OLD MODEL ATTENTION INTEREST PURCHASE
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NEW MODEL ATTENTION INTEREST ENGAGEMENT
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Buyer Personas Buyer Journeys CONTENT PLANNING
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CXM WTF
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CUSTOMER EXPERIENCE MANAGEMENT ATL + BTL + CRM + CS + UX In One Word
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I NA KRAJU...
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AUTORI
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