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APAN 2009 Trends & ChallengesO futuro da comunicação das marcas‘New Media, New Challenges’November 12th 2009
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Death Of Media > Is It The End For Media
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CorporateBlog
Fan Clubs
Fan Sites
DiscussionBoard
BrandCommunity
Podcasts
Wikis
ConsumerGenerated
ContentBeta
Testers
CrowdSourcing
Innovation
Co-Creation& User
Collaboration
CustomerAdvisoryPanels
BloggerOutreachSchemes
RatingsSites
CustomerAdvocacy
Word OfMouth
Marketing
VirtualCommunities
Experiential Marketing EmployeeAdvocacyVlogs
EmailMarketing
Non TraditionalMarketing
CauseMarketing
LifestyleProduct
Placement
Sponsorship
MobileMarketing
AffiliateProgrammes
ViralAdvertising
ViralMarketing
ProductSeeding
Search EngineMarketing
ContextualAdvertising
Advergaming
The Media Universe For Marketers Is Now Vast > And Growing Fast
TRADITIONALTRADITIONALTV
CINEMARADIO
WEBSITE
IN-STORE
DMPRESSRELEASE PUBLICITY
OUTDOOR
PRINTPOINT OF SALE
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Fear Of The Future > Douglas Adams On The Internet & Inventions > Don’t Panic
“Everything that’s already in the world when you’re born is just normal
Anything that gets invented before you turn 30 is incredibly exciting and creative
Anything that gets invented after you’re 30 is against the natural order of things and the beginning of the
end of civilisation as we know it
(until it’s been around for about 10 years when it gradually turns out to be alright really)”
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Corporate Blog
Fan Clubs
Fan Sites
Discussion Board
Brand Community
Podcasts
Wikis
ConsumerGenerated
Content
BetaTesters
CrowdSourcing
Innovation
Co-Creation& User
Collaboration
CustomerAdvisoryPanels
BloggerOutreachSchemes
Ratings Sites
CustomerAdvocacy
Word OfMouth
Marketing
VirtualCommunities
Experiential MarketingEmployeeAdvocacyVlogs
EmailMarketingNon Traditional
Marketing
CauseMarketing
LifestyleProduct Placement
Sponsorship
MobileMarketing Affiliate
ProgrammesViral
Advertising
ViralMarketing
ProductSeeding
Search EngineMarketing
ContextualAdvertising
Advergaming
The Media Universe For Marketers Is Now Vast > And Growing Fast
TRADITIONALTRADITIONALTV
CINEMARADIO
WEBSITE
IN-STORE
DMPRESSRELEASE PUBLICITY
OUTDOOR
PRINTPOINT OF SALE
DIALOGUEDIALOGUEOPENNESSOPENNESS
ADVOCACYADVOCACY
AUTHENTICITYAUTHENTICITY
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ADVOCACY & C2C
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Advocacy > Example > P&G Vocalpoint & Tremor
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Consumer-to-Consumer > Example > The Fiesta Movement > Consumer Agents
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DIALOGUE &CONVERSATIONS
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Dialogue & Conversation > Example > Virtual Communities
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Dialogue & Conversation > Example > FaceBook
SMSM
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OPENNESS & HONESTY
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Openness & Transparency > Example > CEO Blogs
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Openness & Transparency > Example > Chevron > Will You Join Us
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AUTHENTICITY & REALITY
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Authenticity & Reality > Example > Doritos > Super Bowl
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Authenticity & Reality > Example > Doritos > Super Bowl
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THREE RECOMMENDATIONS
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Three Recommendations > People Don’t Need Ads > Interbrand’s Top 10 brands Include
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Three Suggestions > Be Useful > Be Informative > Be Entertaining
BeUseful
BeInformative
BeEntertaining
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Three Recommendations > Be Useful
“Brands must increasingly be genuinely useful to their customers, their employees, their suppliers
and to all the people they touch.”Johnny Vulkan, Anomaly
“Branded utility is where the brand creates a commitment to a relationship…creates
something useful to you. The consumer will feel more confident with the relationship if the brand
will continue to be part of your life” Benjamin Palmer, CEO, Barbarian Group
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Three Recommendations > Be Useful > Example
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Three Recommendations > Be Informative > Example
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Three Recommendations > Be Entertaining > Example
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Three Recommendations > Be Entertaining > Example
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Three Recommendations > Be Entertaining > Example
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CONNECT ONLINE WITH
OFFLINE
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Connect Online & Offline > Example
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FINAL THOUGHT
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Contact detailsAlan WalkerDirectorXtreme InsightXtreme Information45 Foubert’s PlaceLondon W1F 7QH
THANK YOU
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