2. THE SALES FUNNEL IS DEAD
Digital is a revolution in choice and buying behavior not in media
CopyrightMcKinsey
3. THE TAKE-AWAY
The value an agency represents is not creativity or
creative communications, but the know-how of
influencing choice and buying behavior.
Therefore agencies need to work with all the ingredients
of the business model: the way a product feels, the way
we fuel consumer excitement and word-of-mouth and
the way we improve the conversion path in general.
One of the most interesting questions today for agencies
will become: can we our creativity have added value in
influencing choice and behavior?
29. 2. LEAN START-UP
Executing strategy and achieving failure vs. experimenting, optimizing and
discovering a business model
30. 3. GAME DESIGN
Start to understand game design is not about playfulness, but interesting choices
http://codingconduct.cc/Don-t-Play-Games-With-Me
http://www.slideshare.net/dings/pawned-
gamification-and-its-discontents
http://www.youtube.com/watch?
v=6Hafzkwdwho (Dutch)
32. ASTRID GROENEWEGEN
Co-founder and Creative Director SUE Amsterdam
Creative agency for Smart Campaigning
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astrid@sueamsterdam.com
@astridgr
www.pinterest.com/astridgr
LinkedIn: Astrid Groenewegen
+31-654743782
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Columnist for AmsterdamAdblog
Jury president SpinAwards
Co-founder & Creative Director salondesir.com
Co-founder & Creative Director paybacksweater.com
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Office: Koestraat 5b, 1012 BW Amsterdam
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The secrets of persuasion and other stuff that fascinates us can be found in
SUE’s bi-weekly ’A mail named SUE’ subscribe via www.sueamsterdam.com
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