IAB – Belgium’s Think Digital at The Egg in Brussels today…After a great edition last year, I came with high expectations and in the end I got what I’ve paid for: Convertising the connected customer as the big challenge for every company, advertiser, …. the next 3 to 5 years. We’re entering great times where customers have a different media consumption, use different devices and connect through new applications. As a company, organisation (and advertiser for shure) you need to know how this will affect your business. I’m going to quote a tweet a saw during the day to prove my point : “heard a lot about second screens today while many companies still struggle to use/optimize just one screen” . In this quote lays the challenge for everybody in us….society is changing, media consumption is changing, …. but companies keep doing business as usual…Time to act, time to change, time to start “convertising”
SOLOMO(C) is destroying the disruption in advertising. Advertising, in the next years, will be about content, visualization and conversation. This means you need to start a building your community through telling instead of selling, and talking instead of yelling and visualizing your brand, company or organisation. Our society is becoming a ‘screen’ society. Tablets will be a commodity (as prices will drop hard). Everybody will be connected through their digital devices (or even through their lenses – Michio Kaku). In this connected world meaning comes from conversation and not data…but this data will be the new oil, since everybody is paying (the free content) with data (and their privacy). In the future customers will (need to) pay for their privacy!
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