Advertising Strategy Revolution - EN
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Arthur Calefe discusses the revolution in advertising strategy driven by digital technologies and big data. Traditional advertising focused on audiences and attention, while digital allows for interaction and understanding consumer behavior through data. This shift enables brands to develop more personalized and targeted campaigns based on insights into how consumers actually use products and interact online. By combining traditional and digital approaches using data, brands can deliver more relevant experiences and value to consumers.
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Advertising Strategy Revolution - EN
- 3. 3 @arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION ARTHUR CALEFE Arthur Calefe senior planner @ R/GA ’02 ’06 ’10 ’11 ’12 ’13 PRODUTEC JUMP! E/OU SUNSET W+K R/GA Designer & Tech assistant Planner Planner Head of Innovation Digital Strategist Senior Planner #tech #advertising #direct-mkt #digital #direct-mkt #digital #social #advertising #digital #social #digital #social #products & services #advertising #mobile
- 21. CRM, PRM, DIRECT MKT, LEADS, RELATIONSHIP. BIG DATA OLD ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014 21
- 22. CLOUDS, MULTIPLE SCREENS, CONNECTED DEVICES. BIG DATA @arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION ARTHUR CALEFE 22
- 23. IT’S TO ABOUT NUMBERS. IT’S ABOUT BEHAVIOR. @arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION ARTHUR CALEFE 23
- 25. EVOLUTION THROUGH USER BEHAVIOR @arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION ARTHUR CALEFE 25
- 27. @arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION ARTHUR CALEFE 27 “We have our data, and we know that audience will whatch that series. We don’t need pilot.” – Reed Hastings, CEO Netflix
- 28. @arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION ARTHUR CALEFE NETFLIX - USAGE FREQUENCY - PREFERENCES OF GENDERS - TYPE OF DEVICE - HOW MANY PEOPLE USE THE SAME SERVICE - WHO ARE THE FAVORITE CHARACTERS - INFLUENCER FRIENDS STRATEGIC INSIGHTS CONTENT BASED ON BEHAVIORS RECOMMENDATION THROUGH AFFINITY MORE USERS PER ACCOUNT (FAMILY VERSION) 28
- 29. EVERYTHING YOU DO ON ANY DIGITAL PLATFORM LEAVE A FINGERPRINT. @arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION ARTHUR CALEFE 29
- 31. “82% of global consumers believe that companies collect too much information about them.” – Adobe, junho de 2013. @arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION ARTHUR CALEFE 31
- 35. BRAZILIAN MARKET IS NOT READY FOR CHANGES ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014 35
- 43. @arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION ARTHUR CALEFE RIO NEXTEL - FAVORITE SPORTS - SERVICES USAGE FREQUENCY - MORE INTERESTING SUBJECTS RUNNING, YOGA, PILATES, SKATE, SURF, VOLLEYBALL, SOCCER. - FAVORITE EVENTS TO PARTICIPATE STRATEGIC INSIGHTS: SERVICES BASED ON BEHAVIOR UNIQUE BENEFITS FOR ENGAGED PEOPLE NEW SERVICES EXCLUSIVE EVENTS FOR PARTICIPANTS 43
- 51. @arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION ARTHUR CALEFE THE BATTLE OF COURTS - FAVORITE PLAYERS - SPORTING PRODUCTS - SOCCER ORIGIN - PREPARATION BEHAVIOR INSIGHTS ESTRATÉGICOS: PRODUCTS RESPECTING INDIVIDUALITIES PLATFORM TO HELP ATHLETES TO BE THE NEXT NEYMAR STORIES THAT MAKE OUR TARGET FEEL LIKE HEROES 51
- 57. ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014 RECOMMENDATION ATITUDE CAMPAIGNS QUALIFIED PEOPLE 57 CROWDSOURCING RECOGNIZE PLAY THE GAME
- 58. ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014 SERVICE COMMUNICATIONPRODUCT 58
- 60. @arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION ARTHUR CALEFE TIM BETA - INTERNET USAGE, VOICE OR SMS - SOCIAL NETWORK AFFINITY - FAVORITE APPS - SOCIAL INFLUENCE STRATEGIC INSIGHTS: MORE BENEFITS TO REWARD ENGAGED PEOPLE PRODUCT TRIALS BEFORE LAUNCH USER GENERATED CONTENT (UGC) CHANGE THE GAME ACCORDING BEHAVIOR 60
- 61. BEHAVIOR. NOT TECHNOLOGY. ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014 61
- 63. EVERY OBJECT WILL BE CHANGED. @arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION ARTHUR CALEFE 63
- 68. “In 2009, there was 2,5 billions of connected devices, most of it personal eletronics like cellphones and PCs. In 2020, will be 30 billions of connected devices, most of it products.” – Gartner, october 2013. @arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION ARTHUR CALEFE 68
- 69. NOT ONLY PERSONAL DEVICES @arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION ARTHUR CALEFE 69
- 70. BIG DATA WILL CHANGE OUR LIVES, OUR WORK AND THE WAY WE THINK ABOUT THINGS. ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014 70
- 71. WE’RE IN THE CONNECTED AGE. ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014 71
- 74. ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014 Top Down: Say things “Big” Idea Outdated thinking 74
- 75. ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014 Modern thinking Bottom Up: Do things Brand Behaviors 75
- 79. ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014 Um novo jeito de acompanhar seu progresso e ser motivado Make it count Brand Territory Performance Nike Fuelband: Life is a sport The Whole Idea 79
- 80. ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014 Blablablameter: measure and recognize the social influence Your social life worths it Brand Territory Influence TIM beta: For those who have a lot to say The Whole Idea 80
- 81. R/GA disrupts when put data as a fundamental part of business. Agency CompanyConsultancy Earned Data AGENCY COMPANYCONSULTANCY EARNED DATA ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014 81
- 86. “If you’re not innovative you’re just expensive.” – Bob Greenberg, Founder/Chairman/CEO, R/GA ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014 86
- 87. WHAT DO YOU WANT TO KNOW ABOUT YOUR CONSUMER? START WITH DATA: ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014 87