communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.


Live at IF 2

Martin Cserba

Has the consumer completely changed? Not really, tools and platforms have.
Advertising has changed from unilinear to moderation of conversations between consumers [isn’t it funny that everyone seems to know about these things but nobody knows how to implement them]
The most powerful headline “I’ll have what she’s having”
[the power of consumer recoms, and consumer opinions]
The individual consumer is not a fixed profile [we need to look at different motivations for different product groups]

[Whoops, name drop, dibs to Faris: he said transmedia ☺]

ipersonic: likeminded people on your planet

Key factors for evolution:
- attention (from ad skipping to ad producing and ad sharing)
- creativity (from high cost to citizen marketing)
- measurement (from impression based to impact based)
- advertising inventories (from few players and control to millions of platforms)

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