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Файл:CD IMC / ad is dead.ppt
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- •What if there were no more TV?
- •Advertising is Dead
- •Actually….
- •Last Year
- •Last Year
- •Last Year
- •The Consumer is Tuning Out
- •Last Year
- •Last Year
- •Last Year
- •Share of Voice?
- •Last Year
- •Total Transparency
- •Prices aren’t what they used to be
- •Total Transparency
- •Lawyers
- •Lawyers
- •Doctors
- •Teachers
- •Share of total adspend by medium (global) % 2008 forecast (March 2008)
- •Banner blindness
- •“Online video ads are quickly becoming the medium of choice to drive both
- •Contextual advertising ...has just died
- •Lets keep the patient alive a little longer
- •Procter & Gamble is placing radio- frequency identification tags on products at a
- •The Advertising Technique Hype Cycle
- •Is it all over?
- •It’s only just begun
- •FUTURELAB
- •Attention Economy
- •Relevance!
- •Relevance
- •Reputation
- •Reputation
- •perception
- •Online Reputation Romania
- •The online reputation is just the tip of the iceberg But it can
- •So Listen!
- •“With regards to the recent Motrin advertisement, we have heard you.
- •Reputation
- •Relevance
- •INSIGHT
- •downloaded
- •FREE TIX TO GREAT ADVENTURE Heard a rumor you can get 2 free
- •Relevance of Commerce
- •Downsizing
- •Reputation
- •Engagement
- •IGNORANCE
- •Buzzmarketing
- •Content wants to be free
- •How to control millions of inaccurate and divergent conversations ?
- •‘Help us choose’
- •Let them improve your products
- •Let them build their own
- •The Power of Recommendation
- •The Power of Recommendation
- •How can we measure all this
- •HOW LIKELY ARE YOU TO RECOMMEND?
- •Promoters make you more money
- •Activate your Fans
- •Must See
- •The Element of Surprise
HOW LIKELY ARE YOU TO RECOMMEND?
Extremely |
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Extremely |
unlikely |
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likely |
0 |
1 |
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DETRACTORS |
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PASSIVES |
PROMOTERS |
NPS™= (Promoters-Detractors)/Total
Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld
The Power of Recommendation
Promoters make you more money
-They spend more -They negotiate less -They stay longer
-They are easier to service -They upgrade quicker
-...
Slide: Bain & Company,
official NPS(tm) presentation Fred Reichheld.
Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld
The Power of Recommendation
Activate your Fans
Must See
GO DO IT
The Element of Surprise
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