digital strategy - a deck for the university of applied sciences siegen

Space InvadersThe day when everything changed what we knew about marketing

Powerpoint Vorlage 20101 08.04.2023

Hello

I am happy to be here


Neue Digitale / Razorfish, Frankfurt.

Social Influence Strategist.

Gerald Hensel.


I was Copywriter, Concept Developer.

Studied Political Sciences, Literature.

davaidavai.com, twitter.com/ghensel.


› What is happening out there?

› Why does it redefine marketing?

› What does it mean for you?

What will I try to answer?

Questions for today


Razorfish


Publicis Groupe

1978

Tomohiro Nishikado creates a Game calledSpace Invaders.


2009

A game becomes the best selling piece of entertainment


a perfect visual experience.

But it lived and reacted.

That was new and

Space Invaders was not

made the invasion succeed.



The Space Invasion in Advertising comes from Digital. It lives and reacts real time. And that‘s a completely new challenge for strategists. But let‘s step back and ask ourselves

› The first era of digital was similar to traditional advertising

› The second wave does so much more, it redefines

communication....ummm....products

› Brands and agencies have to revise who they are and

what they deliver

Nothing else that that

A revolution

Bild durch Klicken auf Symbol hinzufügen

we knowhow to stage products

Eine einzeilige Fußzeile13 08.04.2023


A lot of stuff going on behind the scenes

The truth


Same, same. But different.

A comparison

adidas Running print ad adidas Running website



A comparison

adidas Running print ad adidas Running website

Makes things

Bild durch Klicken auf Symbol hinzufügen

coolbut we don‘t build websites

Eine einzeilige Fußzeile17 08.04.2023


This is 1984


This is 2009



The brand‘s digital ecosystem

Banner ads

Mobile

CRM

eCom-merce

Social Net-

works

Gaming

Widgets

InStore

built on many different touchpoints.

It consists of data.

Digital is its own world,

Data that can be measured and used


to drive the customer where we want him.

But, oh...there is one more thing.


Digital conversations as new layer in brand communication

Beyond the brand


Communication in the 2.0

Ecosystem

Passive brand assets

Brand relevant communication which is not directly influenced by the brand – with different types of P2P communication.

Communication directly sponsored by the brand. Brand pushes information, distributes content actively. Active brand assets

Semiactive brand assets

Brand supports P2P communication, asks for feedback, offers shareablity



Ecosystem

Communication directly sponsored by the brand. Brand pushes information, distributes content actively. Active brand assets


Same brand, different experience

Storytelling

http://www.nike.com/jumpman23/m6/



Personalization

http://nintendo.de/NOE/de_DE/games/geschenke-finder_10047.html



Consulting

http://emergingexperiences.com/2009/09/audi-car-configurator-on-surface/



Ecosystem

Semiactive brand assets

Brand supports P2P communication, asks for feedback, offers shareablity


Conversation starter

http://www.cpbgroup.com/%23cpb


Conversation starter



Ecosystem

Passive brand assets

Brand relevant communication which is not directly influenced by the brand – with different types of P2P communication.

2008

Facebook as big as Brazil


2009

Facebook as big as Indonesia


2010

Facebook bigger as the U.S.


90%of the social universe are underwater. It‘s intelligence



From big ideas to micro strategies

The fast lane

To boldly go where no brand has gone before

GAP

http://www.facebook.com/gap?v=app_115708094525&ref=ts%23/gap?v=wall&ref=ts

Let‘s travel to Adventureland

OMG Amandaa

Reacting on a user‘s problem

EA Games

Offering creative solutions for promotion

IKEA

in advertising, brands and agencies

can use digital to do much more.

While many in my industry think

Create better products,


service experiences or prices...

or create completely new products.

Let‘s travel to Adventureland

OMG Amandaa

http://www.youtube.com/watch?v=xaNuE3DsJHM

http://www.pizzaturnaround.com/

advertising because it will finish off

the concept of awareness-only.

Digital will end the era of classic

Accept a world in which everyone


can and will act.

There are zillions of possibilities.


› Your Job is not even invented.

› People always hate new technologies first.

› Do not care. Listen, learn and play.

Sorry, that‘s the truth.

Three facts

Blog / davaidavai.com

Questions?


Links / delicious.com/ghensel

twitter / @ghensel

Agency / neue-digitale.de

Thanks a lotNow back to Frankfurt


digital strategy - a deck for the university of applied sciences siegen

Career

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