how to influence with impact
TRANSCRIPT
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FUTURE ADVERTISING
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using individual play-lists, independent from time/location/device
using adblockers to control our mobile data plan using our mobile device as the controller for everything using social networks and messengers despite data
privacy discussions
WE BECOME AUTONOMOUS USERS
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5 MARKETING TRENDS YOU SHOULD KNOW
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#1 MOBILE MESSENGERS
MORE MESSAGES ARE SENT VIA MESSENGER THAN VIA TEXT SMS
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MOBILE MESSENGERS ARE BECOMING MORE IMPORTANT THAN SOCIAL NETWORKS
Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
NUMBER OF MONTLY ACTIVE USERS
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WECHAT IS THE NEW INTERNET IN CHINA
For the Chinese New Year 2016, 420 million users have shipped money in 8.08 billion transactions via WeChat!
For comparison: PayPal has generated 4.9 billion transactions in the whole of 2015, half as many as WeChat in a single night.
Source: http://www.thedrum.com/news/2016/02/09/wechat-had-more-mobile-transactions-over-just-chinese-new-year-paypal-had-during
8EXAMPLE RAY-BAN: CONVERSATIONAL COMMERCE WITHIN MESSENGERS
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#2 ADD VALUE
Mobile Messengers will not only influence massivly people‘s lives, but will also have a significant impact on advertising.
• It will be difficult for brands to gain access to private conversations.
• On mobile devices space and time is limited for advertising.
• There is no basis any more for current reach campaigns models.
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#2 ADD VALUE
WE NEED TO CREATE MARKETING THAT PEOPLE CARE ABOUT – ACTIVITIES THAT ADD VALUE TO THEIR LIVES.
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#3 INFLUENCER MARKETING
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$12.000.000
GUESS: HOW MUCH DID WEIGHWATCHERS PAY FOR A SINGLE POST?
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Simon Unge (ungespielt)
Julien Bam (julienbam) Mirella (Mirellativegal) und Torge (Freshtorge)
(BibisBeautyPalace)
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SOCIAL MEDIASTAR IS THE #1 CAREER ASPIRATION FOR TEENAGERS.
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OR THEY STILL WANT TO BECOME AN ATHLATIC – BUT NOT AS YOU MAY IMAGINE…
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110.000audience
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GUESS: HOW MANY PEOPLE HAVE SEEN THE FINAL OF THE DOTA 2 TOURNAMENT VIA LIVE
STREAM?36.000.000
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GUESS: AND HOW MANY PEOPLE HAVE SEEN THE FINAL OF THE DOTA 2 TOURNAMENT VIA
TV?110.000.000
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#4 ALGORITHMS
ALGORITHMS ARE REPRESENTING A FILTERED REALITY.
THEY ARE ALREADY INFLUENCING OUR LIVES – EACH DAY.
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INFLUENCES ON OUR DAILY LIVES
Social Media: news, posts and suggestions for new friends/brands
eCommerce: purchasing behavior is influenced by recommendations
Shopping: individualized offers within loyalty / bonus apps
Advertising: targeted ads based on our profiles
Smart Home: heating / water usage; the content of our fridge
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#5 ARTIFICIAL INTELLIGENCE
DO NOT FOCUS ON ANALYZING THE PAST, BUT TO BE ABLE TO PREDICT THE NEXT STEP.
AND THUS TO BE HIGHLY RELEVANT FOR USERS.
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NEW TECHNOLOGIES WILL HELP
1. Unique profiles: identification of person across channels
2. Prediction: anticipation of users’ needs and the perfect moment to communicate
3. Data-driven communication: real-time delivery of individualized brand touchpoints – display, website, video, newsletter etc.
4. Marketing automation: simplification of marketing processes, recommendations and forecasts for marketing screnarios
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5 TRENDS FOR FUTURE ADVERTISING
#1 mobile messengers: users will “friending” with brands, you need to inspire people’s conversation
#2 add value: solve problems or take care about people’s passion
#3 influencer marketing: use authentic content combined with reach
#4 get control about algorithms to influence people’s lives
#5 use artificial intelligence to predict what people will need next
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WHAT IS THE PERFECT COMMUNICATION STRATEGY TO REACH CUSTOMERS FOR THOSE BRANDS:
HOW WILL ADVERTISERS BE ABLE REACH THEIR CUSTOMERS IN FUTURE?
Contact
pilot Hamburg GmbH & Co. KGNeue Rabenstraße 12
20354 Hamburg
Alisa Türck
Phone.: 040 – 30 37 66 – 383Mail: [email protected]
@AlisaTuerck
www.pilot.dewww.facebook.com/pilot.de
THANK YOU!