DIGGITAILG DIGTA L ROUETAO DIGGITAILG · 2015. 8. 4. · mindmap budget t ar get gr oup visu al por...

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DIGITAL ROUTE NEW IDEA AUDIOVISUAL ROUTE PRINT ROUTE MERKUR - INFOGRAPHIC - COMMUNICOCEAN - MAY/JUNE 2015 AGE HOBBIES INCOME NATIO- NALITY PROF- ESSION GENDER EDU- CATION MESSENGERS PORT MINDMAP BUDGET TARGET GROUP VISUAL PORT AUDIO PORT REPUTATION SALES TRUST CREDIBILITY MARKET SHARE NEW IDEA COPY/PASTE PIRATES IMITATORS AUDIO MESSAGE COPYRIGHT GUARD SELF MADE ADVERTISING USE SEMIOTIC RULES PERMANENT ADAPTATION BIG DATA POSITIONNING PRODUCT PLACEMENT ALIA NETIQUETTE CONSEIL DE PRESSE CONSEIL DE PUBLICITÉ 1985 - SOCIÉTÉ EUROPÉENNE DES SATELLITES (SES) SATELLITE ALL KNOWLEDGE IS FOR EVERYONE AND COPYING/ SHARING INFORMATION IS SACRED SHARING MAILS WITH VIDEO GET 96% MORE CLICKS E-MAIL 1989 - BIRTH OF THE WORLD WIDE WEB WWW. 1981 - 1st PC MADE BY IBM COMPUTER 1994 - 1st SMART- PHONE SMARTPHONE 1992 - 1st SMS SENT MOBILE 1998 - EMERGENCE OF BLOGGERS BLOGGING 1995 - 1st SEARCH ENGINE (YAHOO) SEARCH 2011 - GOOGLE CHANGES ALGORITHMS FAVORISING SITES WITH TEXTUAL CONTENT SEARCH 2004 - CREATION OF FACEBOOK SOCIAL MEDIA 2005 - CREATION OF VIDEOPLATFORMS SUCH AS YOUTUBE VIDEO PERSONALIZED TYPOGRAPHY FLAT DESIGN RESPONSIVE DESIGN VIDEO 2015 - GOOGLE CHANGES ALGORITHMS FAVORISING RESPONSIVE WEB-SITES SEARCH 1933 - LAUNCH OF RADIO RTL RADIO 1926 - INVENTED TELEVISION 1941 - 1st TELE- VISUAL PUBLICITY TV-SPOT EMOTIONS FUN VIDEO KILLED THE RADIO-STAR 1970 - START OF TV-MARKETING TELEVISION 1955 - 1st TV- STATION: RTL9 TELEVISION 1902 - INVENTED RADIO 1922 - 1st SPOT DIFFUSION RADIO-SPOT BIG BUDGET LANGUAGE BARRIER REEF 776 B.C. - WINNER LIST OF OLYMPIC GAMES SENT BY DOVES RACING PIGEON LOW BUDGET BIG BUDGET BUSINESS PLAN FRESH IDEAS FEE / DUTY TEXTUAL CONTENT PICTURES DATA VISUALIZATION 2010s - PRINT IN DANGER PRINT MEDIA STORY TELLING CREATIVITY NATIVE ADVERTISING NEW IDEA 2007 - 1st ISSUE OF L’ESSENTIEL FREE NEWSPAPER 1900s - 1st MECHANIC COMPUTER PRINTER PRINTING 1913 - 1st ISSUE OF TAGEBLATT NEWSPAPER 1932 - 1st MAGAZINE AUTOTOURING BY AUTOMOBILE CLUB MAGAZINE 1848 - 1st ISSUE OF LUXEMBURGER WORT NEWSPAPER 1450 - GUTENBERG INVENTS PRINT LETTERS REPRODUCTION 1650 - 1st DAILY NEWSPAPER NEWSPAPER INFOGRAPHICS LUXEMBOURGISH FRENCH GERMAN ENGLISH PORTUGUESE 70,5% 55,7% 30,6% 21,0% 20,0% blog.hubspot.com Cisco D.Steven White “The Evolution of Marketing” Implix MarkCom/Chambre de Commerce Mediaxim Luxembourg TNS Ilres Vision Mobile webandluxe.com Wikipedia SOURCES THE HISTORY OF COMMUNICATION A REVOLUTION BEGAN AS MANKIND STARTED TO BIND MESSAGES TO TIME & TO SPACE COMMUNICATION IS EVERYWHERE ! FOCUS ON YOUR MESSAGE ! FOCUS ON YOUR TARGET ! TO FIND THE RIGHT WAY TO COMMUNICATE... CHOOSE ONE OF +/- 50 CAPTAINS (AGENCIES) 51% 49% PRICE EXPERIENCE CREATIVITY 71% MESSENGERS MOSTLY CONSIDER A CAPTAIN´S... COMMERCIAL INVESTMENTS IN CATEGORIES DISTRIBUTION CULTURE TOURISM SPORTS EQUIPEMENT HOUSE OFFICE 16% 16% 17% 2007 - COVERAGE OF LUXEMBOURG CITY WITH WIRELESS INTERNET WIFI USERS SPEND 3-4 HOURS A DAY SURFING ONLINE SURFING 5,2 DEVICES PER PERSON MULTIDISPLAY 96% OF THE CITIZENS ARE CONNECTED TO THE INTERNET CONNECTION THE WAY WE USE COMMUNICATION HOW DID THEY DO THIS ? DEFINITION TIME BINDING 30.000 B.C. - CAVE PAINTINGS CREATED TO COMMUNICATE CAN OUTLAST A LONG PERIOD OF TIME DEFINITION ABLE TO CHANGE ITS POSITION SPACE BINDING 3.150 B.C. - EGYPTIANS COPY DOCUMENTS ON PAPYRUS SPACE BINDING 490 B.C. - PHILIPPIDES RUNS 42KM TO INFORM ATHENS ABOUT VICTORY OVER PERSIANS USE OF TV-STATIONS RTL TELE LETZEBUERG NORDLIICHT TV CHAMBER TV ... ... 25,2% 3,8% 2,1% ... ... USE OF WEEKLY & BI MONTHLY MAGAZINES (TOP 5) AUTOTOURING AUTO REVUE AUTOMOTO PAPERJAM CITY MAG 32,8% 14,3% 13,9% 11,3% 9,6% USE OF DAILY NEWSPAPERS (TOP 5) LUXEMBURGER WORT L´ESSENTIEL TAGEBLATT LE QUOTIDIEN LETZEBUERGER JOURNAL 39,0% 29,5% 9,3% 5,7% 2,1% USE OF MONTHLY MAGAZINES (TOP 5) TÉLÉCRAN LUX-POST WEEK-END REVUE CONTACTO LUXBAZAR 23,0% 17,0% 15,7% 12,1% 7,7% USE OF RADIO-SATIONS (TOP 5) RTL RADIO LETZEBUERG ELDORADIO RTL (GERMAN LANGUAGE) RADIO LATINA RADIO 100,7 36,8% 19,6% 8,5% 5,4% 4,5% USE OF WEB-SITES (TOP 5) RTL.LU WORT.LU L´ESSENTIEL.LU PUBLIC.LU TAGEBLATT.LU 25,7% 16,9% 11,3% 9,2% 4,7% SHITSTORM SEA OF PRINT CLIENTS COAST CLIENTS COAST TRENDY ISLANDS TENDENCY ISLANDS CLIENTS COAST DEEP DARK NET DEEP DARK NET MESSENGERS COAST MESSENGERS COAST MESSENGERS COAST AUDIO AND VISUAL SEA DIGITAL SEA CONFUSION TRIANGLE M A I N S T R E A M M A I N S T R E A M RECEIVER ISLAND MESSENGERS CONTINENT

Transcript of DIGGITAILG DIGTA L ROUETAO DIGGITAILG · 2015. 8. 4. · mindmap budget t ar get gr oup visu al por...

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D I G I T A LR O U T E

N E WI D E A

A U D I O V I S U A LR O U T E

P R I N T R O U T E

M E R K U R - I N F O G R A P H I C - C O M M U N I C O C E A N - M AY / J U N E 2 0 1 5

A G E

H O B B I E SI N C O M E

N A T I O -N A L I T Y

P R O F -E S S I O N

G E N D E R

E D U -C A T I O N

M E S S E N G E R SP O R T

M I N D M A P

B U D G E T

T A R G E TG R O U P

V I S U A LP O R T

A U D I OP O R T

R E P U T A T I O N

S A L E S

T R U S T

C R E D I B I L I T Y

M A R K E T S H A R E

N E WI D E A

C O P Y / P A S T EP I R A T E S

I M I T A T O R S

A U D I O M E S S A G E

C O P Y R I G H TG U A R D

S E L F M A D EA D V E R T I S I N G

U S E S E M I O T I C R U L E S

P E R M A N E N TA D A P T A T I O N

B I G D A T A

P O S I T I O N N I N G

P R O D U C TP L A C E M E N T

A L I A

N E T I Q U E T T E

C O N S E I L D EP R E S S E

C O N S E I L D EP U B L I C I T É

1985 - SOCIÉTÉ EUROPÉENNE DES SATELLITES (SES)

S A T E L L I T E

ALL KNOWLEDGE IS FOR EVERYONE AND COPYING/SHARING INFORMATION IS SACRED

S H A R I N G

MAILS WITH VIDEO GET96% MORE CLICKS

E - M A I L

1989 - BIRTH OF THEWORLD WIDE WEB

W W W .

1981 - 1st PCMADE BY IBM

C O M P U T E R

1994 - 1st SMART-PHONE

S M A R T P H O N E

1992 - 1stSMS SENT

M O B I L E

1998 - EMERGENCE OF BLOGGERS

B L O G G I N G

1995 - 1st SEARCHENGINE (YAHOO)

S E A R C H

2011 - GOOGLE CHANGESALGORITHMS FAVORISINGSITES WITH TEXTUAL CONTENT

S E A R C H

2004 - CREATION OFFACEBOOK

S O C I A L M E D I A

2005 - CREATION OFVIDEOPLATFORMS SUCHAS YOUTUBE

V I D E O

P E R S O N A L I Z E DT Y P O G R A P H Y

F L A T D E S I G N

R E S P O N S I V ED E S I G N

V I D E O

2015 - GOOGLE CHANGESALGORITHMS FAVORISINGRESPONSIVE WEB-SITES

S E A R C H

1933 - LAUNCH OFRADIO RTL

R A D I O

1926 - INVENTEDT E L E V I S I O N

1941 - 1st TELE-VISUAL PUBLICITY

T V - S P O T

E M O T I O N S

F U N

V I D E O K I L L E DT H E R A D I O - S T A R

1970 - START OFTV-MARKETING

T E L E V I S I O N

1955 - 1st TV-STATION: RTL9

T E L E V I S I O N

1902 - INVENTEDR A D I O

1922 - 1st SPOTDIFFUSION

R A D I O - S P O T

B I G B U D G E T

L A N G U A G E B A R R I E R R E E F

776 B.C. - WINNER LISTOF OLYMPIC GAMES SENTBY DOVES

R A C I N G P I G E O NL O W B U D G E T

B I G B U D G E T

B U S I N E S S P L A N F R E S H I D E A S

F E E / D U T Y

T E X T U A L C O N T E N T

P I C T U R E S

D A T AV I S U A L I Z A T I O N

2010s - PRINTIN DANGER

P R I N T M E D I AS T O R Y T E L L I N G

C R E A T I V I T Y

N A T I V E A D V E R T I S I N G

N E WI D E A

2007 - 1st ISSUE OFL’ESSENTIEL

F R E E N E W S P A P E R

1900s - 1st MECHANICCOMPUTER PRINTER

P R I N T I N G1913 - 1st ISSUE OF TAGEBLATT

N E W S P A P E R

1932 - 1st MAGAZINE AUTOTOURING BYAUTOMOBILE CLUB

M A G A Z I N E

1848 - 1st ISSUE OFLUXEMBURGER WORT

N E W S P A P E R

1450 - GUTENBERG INVENTS PRINT LETTERS

R E P R O D U C T I O N

1650 - 1st DAILYNEWSPAPER

N E W S P A P E R

I N F O G R A P H I C S

LUXEMBOURGISHFRENCHGERMANENGLISHPORTUGUESE

70,5%55,7%30,6%21,0%20,0%

blog.hubspot.com Cisco D.Steven White “The Evolution of Marketing” Impl ixMarkCom/Chambre de CommerceMediaxim LuxembourgTNS I lres Vis ion Mobi lewebandluxe.com Wikipedia

S O U R C E S

T H E H I S TO RYO F CO M M U N I C AT I O N

A REVOLUTION BEGANAS MANKIND STARTEDTO BIND MESSAGESTO TIME & TO SPACE

CO M M U N I C AT I O N I S E V E RY W H E R E !

FOCUS ON YOURMESSAGE !

FOCUS ON YOURTARGET !

TO F I N D T H E R I G H T WAY TO CO M M U N I C AT E . . .

CHOOSE ONE OF+/− 50 CAPTAINS (AGENCIES)

51% 49%P R I C EE X P E R I E N C EC R E A T I V I T Y

71%

M E S S E N G E R S M O S T LY CO N S I D E R A C A P TA I N ´ S . . .

CO M M E RC I A L I N V E S T M E N T S I N C AT EG O R I E S

DISTRIBUTION CULTURETOURISMSPORTS

EQUIPEMENTHOUSEOFFICE

16% 16%17%

2007 - COVERAGE OFLUXEMBOURG CITY WITHWIRELESS INTERNET

W I F I

USERS SPEND 3-4 HOURSA DAY SURFING ONLINE

S U R F I N G

5,2 DEVICES PER PERSONM U L T I D I S P L A Y

96% OF THE CITIZENSARE CONNECTED TO THEINTERNET

C O N N E C T I O N

T H E WAYW E U S ECO M M U N I C AT I O N

H OW D I D T H E Y D O T H I S ?

D E F I N I T I O NT I M E B I N D I N G30.000 B.C. - CAVE PAINTINGS CREATED TO COMMUNICATE

CAN OUTLAST ALONG PERIOD OFTIME

D E F I N I T I O NABLE TO CHANGE ITS POSITION

S P A C E B I N D I N G3.150 B.C. - EGYPTIANS COPY DOCUMENTS ON PAPYRUS

S P A C E B I N D I N G490 B.C. - PHILIPPIDES RUNS 42KM TO INFORM ATHENSABOUT VICTORYOVER PERSIANS

U S E O F T V-S TAT I O N S

RTL TELE LETZEBUERG

NORDLIICHT TV

CHAMBER TV

...

...

25,2%

3,8%

2,1%

. . .

. . .

USE OF WEEKLY & BI MONTHLY MAGAZINES (TOP 5)

AUTOTOURING

AUTO REVUE

AUTOMOTO

PAPERJAM

CITY MAG

32,8%

14,3%

13,9%

11,3%

9,6%

U S E O F DA I LY N E WS PA P E R S ( TO P 5 )

LUXEMBURGER WORT

L´ESSENTIEL

TAGEBLATT

LE QUOTIDIEN

LETZEBUERGER JOURNAL

39,0%

29,5%

9,3%

5,7%

2,1%

USE OF MONTHLY MAGAZINES ( TO P 5 )

TÉLÉCRAN

LUX-POST WEEK-END

REVUE

CONTACTO

LUXBAZAR

23,0%

17,0%

15,7%

12,1%

7,7%

USE OF RADIO-SATIONS ( TO P 5 )

RTL RADIO LETZEBUERG

ELDORADIO

RTL (GERMAN LANGUAGE)

RADIO LATINA

RADIO 100,7

36,8%

19,6%

8,5%

5,4%

4,5%

U S E O F W E B -S I T E S ( TO P 5 )

RTL.LU

WORT.LU

L´ESSENTIEL.LU

PUBLIC.LU

TAGEBLATT.LU

25,7%

16,9%

11,3%

9,2%

4,7%

S H I T S T O R M

S E A O F P R I N T

C L I E N T SC O A S TC L I E N T S

C O A S T

T R E N D YI S L A N D S

T E N D E N C YI S L A N D S

C L I E N T SC O A S T

D E E P D A R K N E T

D E E P D A R K N E T

M E S S E N G E R SC O A S T

M E S S E N G E R SC O A S T

M E S S E N G E R SC O A S T

A U D I O A N D V I S U A L S E A

D I G I T A L S E A

C O N F U S I O NT R I A N G L E

MA

INS

TR

EA

M

MA

INS

TR

EA

M

R E C E I V E RI S L A N D

M E S S E N G E R SC O N T I N E N T