1. Definition of an Digital Agency Yesterday- Technically savvy+ design house+ media capabilities Today- Brand custodian Image Creator Advocator and sales agent 2 July, 2009
21. Consumer Insights T arget audience volume Book Fans 100k Teens (14–19) 853k Women Young Adults (20–24) 698k Men (14-19) 899k BOOK FANS 100,000 PRIMARY FOCUS 1,551,000 SECONDARY FOCUS 1,603,000 Women (25-29) 704k Source: Roy Morgan MAR08ESP Roy Morgan doesn’t measure Under 14’s
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23. Strategy Provide presence prior to release to create perception of blockbuster scale Ignite advocacy amongst core fans and their peers Creating Intrigue (which leads to obsession) Drive Awareness (which leads to a broader market)
24. Strategy Timing/Flighting 20-29 yr old women Time to Launch Mass Market Twilight books fans 14-19 yr old girls 20-29 yr old women Audience Volume Twilight’s release Time Start of campaign Niche Mass
31. Results PR Through negotiation Media Contacts Team was able to secure a substantial amount of PR for the Twilight campaign Click to go to Strategy slide
32. T H A N K Y O U ! Contact: kushal sanghvi +919820100684
Notas do Editor
11/12/09
If content is king , then conversion is queen
LEt’s go back to what the term Web 2.0 is all about. Using a WEB 2.0 source in Wikipedia, Web 2.0 are second generation services that help users COLLABORATE and SHARE information online. Collaboration and sharing… sImple as that. Two industry pundits (Tim and Dale) came up with the term a few years back when they were trying to describe the unique qualities of companies that survived and even thrived after the bubble burst in 2001 and 2002.
Enter Web 2.0… A whole new wave of applications and services now popping up in the interactive space… Some of these terms may be familiar, certainly such as video and audio, but ALL OF THEM are part of a brand new form of media. One such new term is called a Mashup… unique applications or API’s that take the place of static web pages. A mashup is a term to describe when multiple APIs such as Google Maps are altered to form new applications or services. Ant. Participation and self regulated access to content have driven many web activities (search being an obvious one) Bandwidth and “easy to use” open source or free software are leading to an explosion in “consumer controlled” actions and “consumer generated content Web 2.0 has been coined to describe this, I like “architecture of participation” also
Technology disrupting the “traditional” media landscape, creating multiple digital “media” platforms
Beyond content and technology… media consumption trends are having a dramatic impact on the way we interact…
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