What digital means to the next generation?

© Copyright comOn Group (comOn, SA) 2016
W H A T D I G I T A L
M E A N S
T O T H E N E X T
G E N E R A T I O N ?
comOn, the User Marketing Agency

© Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016
Digital is like electricity.
We don’t notice it anymore, but it’s always there.

Digital has become indispensable,
but it is so infiltrated in our lives
that we don’t think of it as a ‘thing' anymore.

Digital, like electricity, has fundamentally transformed the way
we behave, how we think and even how we feel.

For the next generation,
digital is much more than
a technology or a channel.

For the next generation, digital is a canvas.

For the next generation, digital is a culture.

For the next generation, digital is an attitude.

T O T H E N E X T G E N E R A T I O N D I G I T A L I S A N
A T T I T U D E

S O B R A N D S S H O U L D F O C U S O N
B E H A V I O R S
N O T P L A T F O R M S

B R A N D S S H O U L D F O C U S O N T H E
U S E R
N O T T H E T E C H N O L O G Y

U S E F U L
S O C I A L
E M O T I O N A L
R E A L
Brands should be…

I N T H E D I G I T A L A G E B R A N D S M U S T B E
U S E F U L

D I G I T A L I N S I G H T # 1
Users have a shorter attention span than a goldfish*.
*TIME Magazine, 2015

MAKE THEIR LIVES BETTER
Instead of only telling fictional stories with empty
promises, advertising can add value to user’s lives.
Advertising can solve real problems.
B E U S E F U L
15

S O C I A L

Digital is a democratic space.
It’s accessible to all, but no one can control it.

LET THEM OWN IT
Open up. A social brand celebrates its audience and let’s
them get involved. Let users treat your brand as a platform,
as something that can be built upon.
B E S O C I A L
20

Quando inclinamos o telefone para a
direita, ouvimos vozes interiores
ingenuamente optimistas a começar a
ganhar protagonismo e a sobreporem-
se à voz do discurso principal.
E quanto mais inclinamos o telefone,
mais vozes aparecem, mais exagerado
é o otimismo, e mais imperceptível se
tornar a voz da mulher do ﬁlme.

E M O T I O N A L

Digital can amplify emotions.

EMPATHIZE WITH USERS
Relatable brands understand users and are able to
connect with them on an emotional level.
Great advertising must touch our feelings.
B E E M O T I O N A L
25

INSPIRE THEM
Make them dream.
Spark positive emotions.
Give them reasons to believe.
B E E M O T I O N A L
27

R E A L

Technology killed cheating.
You can't hide anything anymore.
There's too many people with phones and social media.

BE HONEST
Transparency is no longer a choice, but how brands deal with it is.
Don’t edit the truth, tell the consumer the whole story upfront.
They’ll discover it anyway, whether by you or other source.
B E R E A L
31

TAKE RISKS
Taking risks makes brands more relatable.
If a brand shows vulnerability, it will be easier for users to trust
them, precisely because they’re putting themselves at risk.
B E R E A L
33

U S E F U L
S O C I A L
E M O T I O N A L
R E A L
Brands should be…

L E A R N I N G
Digital is a behavior, not a platform.
So focus on the user, not on the technology.

( W E A R E )
T H E N E X T
G E N E R A T I O N
comOn, the User Marketing Agency

A C C O U N T M A N A G E R
I N Ê S
R A M O S

H E A D O F S O C I A L
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What digital means to the next generation?

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