Download - Laurentiu dumitrescu 10 ani de digital
![Page 1: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/1.jpg)
10 ani de digital
![Page 2: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/2.jpg)
Laurentiu Dumitrescu
Fost baschetbalist profesionist 8 ani de Emblem 4 ani de Digital Star
![Page 3: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/3.jpg)
![Page 4: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/4.jpg)
![Page 5: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/5.jpg)
7 lucruri pe care le-am invatat in 10 ani de digitalO serie de intrebari La care vom raspunde totiEu voi raspunde ultimul
![Page 6: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/6.jpg)
1. Mai conteaza atat de multaudientele?
NU. De ce?
![Page 7: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/7.jpg)
![Page 8: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/8.jpg)
![Page 9: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/9.jpg)
![Page 10: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/10.jpg)
2. In digital totul se schimba asa de des precum se spune?
Da .Chiar mai des. Bannere flash in 90% din campanii Email marketing Suprematia search-ului Social media Mobile Totul in cativa ani
![Page 11: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/11.jpg)
Deschis la nou
Daca nu te adaptezi rapid ajungi irelevant Am vazut in Romania cum au disparut in anonimat multe agentii si
oameni care la un moment dat pareau a fi printre liderii din industrie.
Trebuie sa te reinventezi mai repede decat poate ai vrea. Ramai curios
![Page 12: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/12.jpg)
3. Chiar totul se schimba rapid in advertising-ul online? Nu ramasnimic constant?
Ba da. Ideile care genereaza rezultate pleaca de la un “Insight”
Fara tensiunea unui “insight” idea nu are forta si vasfarsi in anonimat. Nu exista campanii mari fara un “insight” puternic
![Page 13: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/13.jpg)
![Page 15: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/15.jpg)
![Page 16: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/16.jpg)
4. Refolosim directii? Sau luamfiecare brief de la zero?
Daca poti folosi “pattern-uri” nu ezita sa o faci. Sunt perioade in care trebuie sa livrezi pentru 3 brief-uri in acelasi
timp. Multe dintre ideile premiate la Cannes respecta un pattern
![Page 17: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/17.jpg)
Fight for a Cause
In loc sa ne concentram pe brand sau pe produs, in loc sa vorbimdespre noi insine, acest instrument sugereaza sa cream o cauza care conteaza pentru oameni si sa gandim un mecanism prin intermediulcaruia persoanele sa interactioneze cu cauza, si nu cu brandul.
Case Study: Gandul - Why don't you come over?
Case Study: Rom Autentic - Romanii sunt destepti
![Page 18: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/18.jpg)
Create a Product
In loc sa-ti promovezi produsul, gandeste-te la mesajul pe care vrei sa il transmiti si transforma-l intr-un nou produs sau serviciu.
Case Study: Andes – Andes Teletransporter
Case Study: Starburst - Leftover Sugar
![Page 19: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/19.jpg)
Self-validation
In loc sa se spuna sau sa se arate mesajul de transmis, instrumentulsugereaza crearea unei experiente care demonstreaza mesajul, care valideaza veridicitatea mesajului.
![Page 20: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/20.jpg)
Rewrite History
"Ce s-ar intampla daca povestea noastra sau mesajul nostru ar exista atunci?“
Case Study: Banco Popular - The most popular song
Case Study: The Guardian - The Whole Picture
![Page 21: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/21.jpg)
5. Cifrele spun intotdeunaadevarul?
Nu intotdeauna. In digital avem multe informatii care trebuie interpretate
Ex. Redesign de website. Timpul petrecut pe website scadeClientul spune “Vechiul website era mai bun. Oamenii isi doreau sa steamai mult pe acel website”
Ex. Formatele de banner mari au rezultate bune. Rata de click este multmai mare.
Daca verifici “time on site” si “bounce rate” poti afla daca teoria se verifica
![Page 22: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/22.jpg)
6. Prezentarea trebuie adaptata in functie de public?
Da. In digital e mai important decat in ATL. Am facut prezentari prea tehnice pentru directori generali sau
directori de marketing si i-am speriat. Sau invers prezentari prea putin tehnice pentru oameni care
asteptau asta de la noi (ex. cand clientul are pe cineva care a lucrat in agentie).
![Page 23: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/23.jpg)
7. Se schimba modul in care construim ideile din campanii?
Da. Destul de mult.
In trecut alegeam un beneficiu al produsului si ilcomunicam
Astazi toate brandurile fac asta.
![Page 24: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/24.jpg)
Un model nou
![Page 25: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/25.jpg)
![Page 26: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/26.jpg)
![Page 27: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/27.jpg)
![Page 28: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/28.jpg)
![Page 29: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/29.jpg)
![Page 30: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/30.jpg)
Ce vor face brandurile de succesin urmatorii ani?
![Page 31: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/31.jpg)
![Page 32: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/32.jpg)
Ce trebuie sa livreze agentiiledigitale?
Solutii, nu doar servicii.
![Page 33: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/33.jpg)
![Page 34: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/34.jpg)
Intrebari?
![Page 35: Laurentiu dumitrescu 10 ani de digital](https://reader033.vdocuments.mx/reader033/viewer/2022050919/544760b3afaf9f55178b4a11/html5/thumbnails/35.jpg)
Va multumesc!
Laurentiu Dumitrescu