@vareloglou

CREATIVITY

1 - 0

DIGITAL MARKETING

INDUSTRY

Giorgos Vareloglou 10.10.2017 #GC17gr

@vareloglouSource: https://www.naturalworldsafaris.com/wildlife/african-elephants

@vareloglou

“ The birth and development of Digital ad industry has been a major setback for creativity in advertising.

-Me

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It all started from the kind of people that gave birth to this industry.

@vareloglou

Admen

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Admen

A bunch of geeks knowing stuff about the internet, having no idea about

marketing, consumers or creativity.

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Admen

including myself.

@vareloglou

Copywriter

Source https://500px.com/photo/87873779/lettera-by-copywriter-with-camera?ctx_page=1&from=search&ctx_type=photos&ctx_q=copywriter

It was only during the past 3 years digital agencies understood the necessity of hiring copywriters.

@vareloglou

MEDIUM MESSAGE>

@vareloglou

KNOW THE PLATFORMS, UNDERSTAND THE TOOLS, SUGGEST TACTICS, CHASE THE LATEST GIMMICK, BUILD A FACEBOOK APP, COME UP WITH A CAMPAIGN ON INSTAGRAM, SUGGEST AN INSTAGRAM INFLUENCER IDEA.

WE NEED AN IDEA.>

@vareloglou

CRAPPY CONTENTDIGITAL READY

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4 OUT OF 10.000 USERS MIGHT CLICK ON A BANNER AD.

Source: Google / Greece

2.32 in 10.000 - probability to be hit by a car

https://www.reference.com/math/odds-getting-hit-car-8153e02f5ac36140#

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GREECE COMES

#2 IN THE WORLD* IN AD-BLOCKING.

Source: e-marketer / *26 select countries

36% of Greeks don’t see any ads online.

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YET WE, AS AN INDUSTRY, AUTISTICALLY INSIST ON PUTTING ALL OUR EFFORTS IN MULTIPLYING ZERO

INSTEAD OF INVESTING IN CREATIVITY.

Source: TEDxAthens 2011 commercial - Bold Ogilvy

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ALL THESE ADS SOMEHOW BROKE THE INTERNET GOING VIRAL.

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Unsurprisingly, none of them was created by a digital agency.

ALL THESE ADS SOMEHOW BROKE THE INTERNET GOING VIRAL.

@vareloglou

DOUBLE DIGIT INCREASE IN SALES.11x EFFICIENCY IN MEDIA METRICS.

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It seems to me that creativity is the most efficient media strategy.

A CRAPPY MESSAGE WILL ALWAYS BE A CRAPPY MESSAGE, REGARDLESS THE AD TECH WE USE TO DELIVER IT.

@vareloglou

THANK YOU.