The document discusses several topics related to modern marketing strategies. It notes that marketing must now win customers in real-time through social networks. It also mentions that few fans truly advocate for brands, and many fans are needed to equal one advocate. Additionally, it states that single channel ROI measurement is no longer sufficient, and that marketing, products, services, and content are increasingly overlapping.

1. Alain Bidjerano
Direction communications interactives

2. Marketing has always been to win the moment now It
in real time

3. Social network how to get fan spread your
message
Extrinsic award + Intrinsic award
Fans are not advocate
142 fans = 1 advocate

4. Affinity, Intent & the War for Marketing Dollars

5. Affinity, Intent & the War for Marketing Dollars

6. The Next Big Thing Is Not a Gadget
Redefining the creative brief to an experience brief
defining consumer beliefs and behaviors
For agencies it's not and ecosystem it's a mess. Brands
should own the brief and be coherent with all agencies.
Analysis for marketer is getting more interesting :
single channel ROI measurement is dead
Marketing, product creation, service and content seems
all coming or colliding together

7. What Marketers Should Ask Themselves
About Social
Shift from advertising to engagement
Social is the best for brand marketing
Web advertising is not good for branding
How does It scale for brand marketers?
Shift from mass communication to mass
communicators