Presentation by Kristof De Wulf at the DM Jubileum Seminar in Brussels on October 8, 2013.

1. Kristof De Wulf
THE BATTLE
FOR
RELEVANCE

2. @KRISTOFDEWULF
THE MEDIUM
IS THE
MESSAGE

3. No, it’s ALL CONTENT!
And the audience has spoken: they want stories.
@KRISTOFDEWULF

4. WHAT
CHANGED?
@KRISTOFDEWULF

5. DIGITAL
TRANS-
FORMATION
@KRISTOFDEWULF

6. ALWAYS
ON
@KRISTOFDEWULF

7. @KRISTOFDEWULF
OVERLOAD

8. @KRISTOFDEWULF
ROI?

9. NAKED IS
THE NEW
NORMAL
@KRISTOFDEWULF

10. CONSUMERS
ARE TAKING
OVER
@KRISTOFDEWULF

11. @KRISTOFDEWULF

12. @KRISTOFDEWULF

13. @KRISTOFDEWULF

14. @kristofdewulf

15. @KRISTOFDEWULF

16. Reality
= PARALLEL BRAND &
CONSUMER UNIVERSE
@KRISTOFDEWULF

17. THINK LESS
REACH
@KRISTOFDEWULF

18. @KRISTOFDEWULF
THINK MORE
RELEVANCE

19. @KRISTOFDEWULF
REACH THROUGH RELEVANCE!

20. @KRISTOFDEWULF
REACH
RELEVANCE
RED OCEAN CONVERSATIONAL
GRAVEYARD PERSONAL

21. This is NOT the way to do it.
Vanish television commercial with REAL consumers ...
@KRISTOFDEWULF

22. Relevance through HUMANIZATION.
For Zappos, their call center is not a cost center,
but a marketing investment.
@KRISTOFDEWULF

23. Relevance through CONTROL.
Stievie, the joint initiative of VMMa, VRT and SBS.
@KRISTOFDEWULF

24. Relevance through SURPRISE.
When taking your parking ticket, chances are high that you will put the ticket
in your mouth. Wrigley coated the ticket with their mint flavor.
@KRISTOFDEWULF

25. Relevance through EXCLUSIVITY.
When Universal Studios went to launch the Wizarding World of Harry Potter
theme park, they did it by only telling 7 people.
@KRISTOFDEWULF

26. Relevance through PURPOSE.
Dove’s "Real Beauty Sketches“ campaign further
building on ‘real beauty’ insight.
@KRISTOFDEWULF

27. Relevance through CREATION.
In the Netherlands, more than 300,000 people sent in more than 600,000
ideas for new Lay’s tastes, sharing their ideas through their own media.
@KRISTOFDEWULF

28. CONTENT VS CONTEXT
@KRISTOFDEWULF

29. @KRISTOFDEWULF

30. @KRISTOFDEWULF

31. @KRISTOFDEWULF

32. DON’T THINK
MEDIA, THINK
RELEVANCE!
@KRISTOFDEWULF