BRANDin the

New WorldAllWeb

Skoplje14.11.2014

Branimir Brkljač

The End

HORSELESS

CARRIAGE

CHANGE

What did really

CHANGE?

Once Upon a Time….

Ovde ide tekst

LISTEN TO ME!!!

LOOK AT ME!!!

RULE No. 1

DISTRIBUTION is King

NEW TECHNOLOGY

1990. - 1 billion connected places

2010. - 5 billion connected people 2020.

- 20 billion connected devices

WORLD CAME TO ME

THE WHOLE WORLD IN MY HAND

Ovde ide tekst

ME, MYSELF AND I

Ovde ide tekst

BREAKING NEWS

I HAVE TO TELL YOU SOMETHING

SCREENAGE GENERATION

Ovde ide tekst

BEFORE - AFTER

WHAT DID YOU SAY???

WHERE ARE YOU LOOKING???

RULE No. 1

CONTENT is King

PERSONAL = PRIVATE

PRIVATE = PUBLIC

VIRTUAL WORLD =

REAL WORLD

MEDIA=

TRUST

BUSINESS=

COMMUNICATION

MARKETING=

STORYTELLING

BRAND = STORY

When we find a

STORY we believe in We

want to belong to it

And when we are part of it

We want to share it!

I AM DISTRIBUTION

I AM CONTENT

PROSUMER

„I am not a businessman, I‘m

a business, man!“

Jay-Z

CLIENTS

Measure Measure Measure Measure Measure

AMR SHR

4+ CPPTRP18-49

PUT power ratio

F/MCSOVbreak-drop

DO YOU KNOW THEM?

Cougars

Wordy women

Office Romancers

Surgery Lovers

Unisexuals

Second-Home Buyers

Caffeine Crazies

Impressionable Elites

Social Geeks

Video Game Grown-ups

Non-Profiteers

Mommonis (Italy)

Russian Swings

Mini-Churched

Starving for Life

Young Knitters

Pet Parents

Old New Dads

Dutiful Sons

Sex-Ratio Singles

Commuter Couples

Car-Buying Soccer Mums

Aspiring Snipers

Uptown Tattooed

Late-Breaking Gays

Working Retired

Interracial Families

DYI Doctors

30-Winkers

Extreme Commuters

Tech Fatales

WHO KILLS THE ADVERTISING

WANTED

NEW RULES

Relevant Message establishes Relationship

Right Content triggers Emotions

Proper Context helps get positive Experience

OLD MODEL

ATTENTION

INTEREST

PURCHASE

NEW MODEL

ATTENTION

INTEREST

ENGAGEMENT

CURALATE

PURPOSE

Blake Mycoskie – Chief Shoe Giver

COMMUNITY=

New Database

VULFPECK - Sleepify

Real Time

MARKETING

OREO – You can still dunk in the dark

Within first hour

15,811 retweets

19,610 FB „likes”

Creating and Selling

NEW HABITS

S

PRODUCT=

Content

LEGO

• Mikrosites

• Lego Miniseries

• Lego Click (community platform)

• My Lego Network

• Lego Magazine

• Lego ID

• Legoland

• Lego Club Meetings

• Movie

CONTENT

Content Marketing is the marketing and

business process for creating and distributing

valuable and compelling content to attract,

acquire, and engage a clearly defined and

understood target audience – with the

objective of driving profitable customer action.

DEFINITION No. 1:

Content Marketing is when you own

the media instead renting it!

DEFINITION No. 2:

Turn Fans, Friends, and Followers

into Paying Customers

Why Content Marketing

AGENCIES

MAD MAN

MAD MAN

MATH MAN

MAD MAN

MATH MAN

SPY MAN

S

SURVEILLANCEIS ADVERTISING’S

NEW BUSINESS MODELSep 13, 2014

Hybrid

• Chief Content Officer

• Managing Editor

• Art/Design Director

• Content Creators

• Writers

• Subject Matter Experts

• Partners, Customers and Thought Leaders

IDEAL TEAM STRUCTURE

CREATING:

Buyer Personas

Buyer Journeys

CONTENT PLANNING

GENERATING

IDEAS on a consistent basis

IDEATION

Awareness Knowledge Liking Preference PurchaseConviction

Mapping Content

Early Mid Late

LOVE=

TRUST