The future of Advertising in the Digital World and the shift from pure ADs to Marketing Formats.

1. MARKETING AND
ADVERTISING
IN THE DIGITAL WORLD
West Africa 2011
this presentation is about:
Marketing Positioning
Brand Content Context
Formats Scenarios

2. gaping void // hugh macleod

3. ONCE UPON A TIME...

4. ADVERTISING
...was about getting louder
Television
the mother of all media
more prospects more sales
market reach
Radio and...
Newspapers
evolved in & Magazines
Outdoor Advertising
it all started with
a Megaphone
time panos sambrakos

5. but one day...people started to
talk, talk and talk
and marketing became the future of advertising
what’s next // paul isakson

6. ?

7. Alli Jiang Punkcore|vn☮
Consumers Trust
Real Friends and
Virtual Strangers
the Most (Nielsen)
Google // Global Search
and if the want
}
to know more...
they’ll Google it
Google // Ghana Search
and find out
by themselves

8. What about Brands?
“Brand personalities Brands
helps Consumers define
“I want to be cool!”
their own self concepts
and express their identity Consumers
to others
they did not disappeared and they still love their Consumers but...
brand strategist // idris mootee

9. ...not all Brands are equal
I I I I I I I I
hate hate hate hate hate hate hate hate
you you you you you you you you
:( :)
I I I I I I I I
hate hate hate hate hate hate hate hate
you you you you you you you you
I I I I I I I I
hate hate hate hate hate hate hate hate
you you you you you you you you
Shouting Listening
I I I I I I I I
Reacting Engaging hate hate hate hate hate hate hate hate
you you you you you you you you
Making Big Making Better I I I I I I I I
Promises Products hate
you
hate
you
hate
you
hate
you
hate
you
love
you
hate
you
hate
you
Explaining Revealing I I I I I I I I
hate hate hate hate hate hate hate hate
Pitching Offering you you you you you you you you
I I I I I I I I
hate hate hate hate hate hate hate hate
you you you you you you you you
and a radical transformation is on the way.
brand strategist // idris mootee

10. From Shouting
How?
to Listening
From Pitching
to Offering
From Brand Hero
to Advocacy
“Service is the new advertising.
alex gisbert // expedia

11. we create...Marketing Formats
not ADS.
A Marketing Format is a
method/solution to:
editor of pop' africana // oroma elewa
- understand expectations
- bring value
- enable participation
- develop target communities
- create brand fans

12. Content fuels our
Marketing Formats
on Sold
e
lin
Traditional Campaigns Marketing Formats
3 days = $9.6 Million
“Content is
the new currency
paul isakson

13. ...and Context
is King
Every platform we use to
editor of pop' africana // oroma elewa
deliver our content is a
connection-point with our
consumers
Every technology influences
the way consumer will
perceive our message
Every community has its own
rules

14. in West Africa
our Format is
called...

16. 2
Marketing
Format
1
Your Valuable
Brand Content
3
The
4
Context

17. - Web & Mobile Campaigning w/
local and international contents
today
(audio and video),
- SMS calls-to-actions Sweepstakes
- Augmented Reality Promos
- Inspirational Music for Streaming
and Download
- Music events
- Branded Mobile Apps
- Integrated Streaming Music
Platform,
tomorrow
- Profiled Consumer-Base
- Ad Inventory management
- Extensive Reports (and more to
come..)
“Best entertainment project ever
launched in Africa!”
Chris Ankrah

18. THANK YOU!
andrea volpini // InSideOut10

19. Credits
this presentation is the result of many inspiring ideas and world-wide famous memes,
here is the list:
Hugh Macleoud, Cartonist - http://www.gapingvoid.com/
Panos Sambrakos, Late night Blogger http://www.panos.gr
Paul Isakson, Digital Strategist http://paulisakson.typepad.com
Idris Mootee, Innovator http://mootee.typepad.com/
Alex Gisbert, Director at Expedia http://twitter.com/#!/AlexGisbert
Alii Jiang, Photographer http://allijiang.wordpress.com/
Punkcore, Photographer http://punkcorevn.blogspot.com/
Oroma Elewa, Fashion Editor http://www.popafricana.com/
any idea, graphics or meme belonging to me is available
for sharing, copying and re-mixing under
creative commons license 3.0