*Latvian Video Webcast - Conference Transcript

History: Average product for average people to reach masses.

Example:

Sliced bread had a huge success – due to the reason that it did not exist on the market before.In last 10 years average product has become ignored by average people, due to too much noise (too many advertisings, too many products)

 Now: Ideas that spread.

 Remarkable things that people talk about, they are impressed by.Usually the greatest things don’t need advertising; people just talk about them due to their outstanding, simple performance (Google, Zara)

 After you spread the word:

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There is an adage – tell, and they will forget; show, and they will remember; involve, and they will understand. Involvement – the deeper, the better – is what advertising in the 21^st century is all about. And we’re not talking about simple time-wasting Flash games, but about the development of real relationships and involvement of clients in the everyday operations of the company.

*Latvia AD is groove on ,..

We live in an age of new and challenging types of communication that are changing people’s perceptions and the flow of information. The right application of new marketing tools and channels creates the possibility to express a view to a potential target audience with enormous speed. The majority of brands that surround us are constantly trying to communicate with us using an industrial-age formula, which, unfortunately, has become dated. With the changing of the times and types of communication, brand communication on the internet is being transformed from monotonous, unidirectional communication into a dialogue between the brand and the target audience. It must be built with privacy and special types of address in mind. Use of new tools and self-socialisation also disciplines the integrity of the brand itself towards the target audience. Those that transform and perfect themselves will survive. Those that accept the technological innovations will sublimate and synergise. Not to wrongly ignore them.

“Excellent firms don’t believe in excellence – only constant improvement and constant change.” – Tom Peters.

*It is time for change...