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THE MOST IMPORTANT TRENDS OF 2017 FOR IAA YP Costin Radu, Managing Director Saatchi & Saatchi + The Geeks

Seara YP - Trenduri 2017 - Costin Radu

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Page 1: Seara YP - Trenduri 2017 - Costin Radu

THE MOST IMPORTANT TRENDS OF 2017FOR IAA YP

Costin Radu, Managing Director

Saatchi & Saatchi + The Geeks

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

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ARTIFICIAL INTELLIGENCE VIRTUAL REALITYINTERNET OF THINGSWEARABLES3D PRINTINGBEACONSVOICE SEARCH

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

NO nEED FOR ME BEING HERE.

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

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1. LEARN THE DISCIPLINE OF ACCOUNT PLANNING / STRATEGIC PLANNING

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

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

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

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RECEPTIVITYUnderstand the mindset of one, in a certain context.

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

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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.

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PROBLEMTOO MANY PEOPLE ONLY KNOW HOW TO DO ONE THING.

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2. TEACH YOURSELF VIDEO-MAKING

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BUY or BORROW A DSLR (anything that works manually)

WATCH VIDEO SCHOOL ON VIMEO / VIDEO TUTURIALS ON YOUTUBE

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

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EXPERIMENT WITH LOTS OF VIDEOS. SHOOT A COUPLE YOURSELF.

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

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PROBLEMTOO MANY PEOPLE THINK THEY NEED TO BE CREATIVE

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

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

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HOW CAN I TEACH A COMPUTER TO WORK FOR ME?

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

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

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

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THINK HOW BRANDS GROW AND HOW COMMUNICATION WORKS

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

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ANALYTICS OFFER INFORMATION ABOUT DIGITAL BEHAVIOUR, BUT NOT ABOUT PERCEPTION

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

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

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PROBLEMTOO MUCH DATA OUTHERE

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

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

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

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

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

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OTHER PEOPLE KNOW OTHER STUFF

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

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THANK YOU!