the empowered consumer and the ‘new’ mass media, Ελένη Κίτρα, Πρόεδρος iab...
TRANSCRIPT
The ac'on in a+rac'on the new consumer
crea'ng value
De‐co
de the n
ew future
Capitalise on the opportunity
the universe of communica'on
Convergence
Fragmenta'on
Consolida'on
the universe of communica'on
technology: the great enabler
3 fundamental changes:
technology: the great enabler
3 fundamental changes:
ConsumersConnected and consuming what they want, when they want it, and how they
want it
Opportunity: Take the brand to the consumer in their preferred environment & form
Threat: Ac7ve avoidance via technology, Passive avoidance via dual consump7on etc.
Consumerswriters, creators, commentators,
advocates & agitators
Opportunity: Mo7vate individuals to collaborate with brands, and influence each other
Threat: More content = more compe77on; product weaknesses and in authen7c behavior exposed
marketersunprecedented targe'ng & messaging
flexibility;
excep'onal accountability
Opportunity: Mass reach; zero wastage; customised messaging; performance based trading currencies
Threat: Ac7ve avoidance via technology, Passive avoidance via dual consump7on etc.