Seara YP - Trenduri 2017 - Costin Radu

THE MOST IMPORTANT TRENDS OF 2017FOR IAA YP

Costin Radu, Managing Director

Saatchi & Saatchi + The Geeks

AUTOMATION (IN MARKETING AND ELSEWHERE)MOBILE FIRST & VIDEO FIRST CHATBOTSIMMERSIVE CONTENTNATIVE ADVERTISINGAUGUMENTED REALITY CONVERSATIONS

ARTIFICIAL INTELLIGENCE VIRTUAL REALITYINTERNET OF THINGSWEARABLES3D PRINTINGBEACONSVOICE SEARCH

IF REALLY INTERESTED, ALL OF YOU CAN SEARCH USING GOOGLE TO IDENTIFY THE TRENDS OF 2017.

NO nEED FOR ME BEING HERE.

WHAT CAN I DO STARTING TODAY TO BE READY FOR THE CHANGES OF TOMORROW?

1. LEARN THE DISCIPLINE OF ACCOUNT PLANNING / STRATEGIC PLANNING

PROBLEM. TOO MANY YOUNG PEOPLE COMING FOR INTERVIEWS LOOKING FOR RECIPES ON HOW TO DO THINGS

IN THE DIGITAL ERA, IT MEANS TO BECOME (OR TO THINK) LIKE A UI / UX DESIGNER

PUT YOURSELF IN THE SHOES OF OTHERSUsers / consumers / people / subscribers etc.

RECEPTIVITYUnderstand the mindset of one, in a certain context.

USE RESEARCH & ANALYTICS DATA TO GUIDE YOUR DECISIONSNever substitute data with your intuition.

NEVER START DOING SOMETHING WITHOUT HAVING A PERFECTABLE PLANMake a theory about how it will work. Don’t think too much. Do according to your theory. Amend the theory, until you get it right.

PROBLEMTOO MANY PEOPLE ONLY KNOW HOW TO DO ONE THING.

2. TEACH YOURSELF VIDEO-MAKING

BUY or BORROW A DSLR (anything that works manually)

WATCH VIDEO SCHOOL ON VIMEO / VIDEO TUTURIALS ON YOUTUBE

SHUTTER SPEED, ISO, APERTURE, RULE OF THIRDS, COLOR CORRECTION, THREE POINT LIGHTNING SHOULD BECOME YOUR FRIENDS

EXPERIMENT WITH LOTS OF VIDEOS. SHOOT A COUPLE YOURSELF.

GO TO VIDEO SHOOTINGS.Go and offer yourself as a volunteer to video production houses.

PROBLEMTOO MANY PEOPLE THINK THEY NEED TO BE CREATIVE

3. DON’T THINK CREATIVE (YOU ALREADY ARE CREATIVE!) - BUT IDENTIFY PATTERNS & THINK IN ALGORITHMS

ALGORITHM = a process or set of rules to be followed in problem-solving operations, especially by a computer

HOW CAN I TEACH A COMPUTER TO WORK FOR ME?

HOW CAN I HELP MY COMPANY AUTOMATE PROCESSES SO THAT IT BECOMES MORE PROFITABLE?

PROBLEMTOO MANY CLASSIC AGENCY PEOPLE DON’T GET DIGITAL, TOO MANY DIGITAL SPECIALISTS DON’T GET THE FULL PICTURE.

4. LEARN HOW BRANDS WORKS BEYOND THE THEORY OF “BRAND IMAGE” AND “BRAND AWARENESS”

THINK HOW BRANDS GROW AND HOW COMMUNICATION WORKS

FROM A MARKETING PERSPECTIVE, THE INTERNET IS NOT THAT MEASURABLE AS WE MIGHT THINK

ANALYTICS OFFER INFORMATION ABOUT DIGITAL BEHAVIOUR, BUT NOT ABOUT PERCEPTION

UNDERSTANDING HOW MINDS WORK IS FAR MORE IMPORTANT THAN HOW APPS OR WEBSITES WORK

Top of MindSpontaneous Advertising AwarenessSpontaneous Brand AwarenessAided Advertising AwarenessAided Brand AwarenessRecallPreferencePurchase Intent& OTHERS

PROBLEMTOO MUCH DATA OUTHERE

5. LEARN HOW TO UNDERSTAND DATA & HOW TO DO PROPER RESEARCH. QUESTION DATA.

DATA IS VERY IMPORTANT.BUT NOT ALL DATA IS IMPORTANT FOR YOU.

6. DEVELOP A BULLSHIT DETECTOR. TOO MANY STUFF OUTHERE.

LEARN CRITICAL REASONING AND RHETORICShttps://itunes.apple.com/us/itunes-u/critical-reasoning-for-beginners/id387875757?mt=10

5. GO OUT FOR TEA OR BEERS OR BOTH. NEVER AT THE SAME TIME.

OTHER PEOPLE KNOW OTHER STUFF

GETTING THE TRUST OF OTHER PEOPLE IS THE MOST IMPORTANT THING YOU CAN DO IN YOUR CAREER

THANK YOU!