it’s the end of the world as we know it for marketing in brazil
TRANSCRIPT
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It’s the end of the World as we know it for marketing in Brazil
@lent
Michel LentFounder, CPO
Lent/AG
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Facts check
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Brazil at a glance
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123 million Internet users
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91 million on Facebook
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Over 240 million active mobile lines
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Structuralchanges
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The scattered audience
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on huge, global platforms
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Talking to a lot of people became cheaper and more accurate
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Traditional media has become less effective losing a lot of audience
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New ways of consuming information rise
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Saturated attention
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Everything fighting for the 24 hours of the day
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Content available in any screen, anywhere
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The connected consumer: well-informed;full of demands; strong opinionated
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Conjunctural changes
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Impeachment, recession, instability
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International uncertainty
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Unemployment rise in Brazil
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Less buying power
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Impact of change over media companies
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Traditional TV shows losing commercial appeal
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Fighting for viewershing not only with other TV stations
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But also with independentent producers
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and all other sorts of streaming content services
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All media loosing as a whole the dispute with Internet
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Less viewership, less revenue
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Having a direct and profound impact on staff and the size of the traditional media companies.
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The impact on marketing and advertising
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Retail and other industries with less revenue making smaller budgets
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As traditional media looses effectiveness, new models are necessary
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Weaker effectiveness, less sales, smaller budgets, fewer agencies
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Strong demand for new solutions, new formats, cheaper
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Individuals more effective than corporations
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To understand and use Digital, becomes mandatory
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The new advertisers
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The era of no-advertising brands
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Growth-hacking mentality
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New generation of born-digitals taking charge in corporations
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The new marketing logic
1NEGÓCIO 2EXPERIÊNCIA 3CONTEÚDO + DISTRIBUIÇÃO
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The newagency model
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Media commission-based model no longer works
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Less money, smaller structures
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As focus shifts from creative to ROI, business models demand changes
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The clash of Consulting and Advertising companies
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Traditional agencies, all on hands of international groups face mergers and downsizing.
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Ground zero
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OPPOR-TUNITY
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As everything we knew faces
transformation
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You have no choice but to jump without knowing where you will land
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So, while in the air, seize the opportunities
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The end of a cycle is a new beginning
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As we all start again, at the same time
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We're all at the same point, leveled
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How many resets will you life bring you?
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