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Victoria Mindova

The next revolution will be that of smart phones, and the children who will be in preschool that year will not know what a PC or a mouse (in its technical form) is, said Markus Pfeiffer, who participated in "A brand new universe" - a forum dedicated to new technologies and new types of marketing. He was adamant that in 2015 at the latest, tablets and smart phones will replace the use of PCs.

Pfeiffer presented a study in which only 14% of consumers rely on television and other types of traditional advertising. A good recommendation is much more powerful. 57% of people trust the recommendation from a friend and another close person when making a decision for a purchase. He said 5-6 billion smart phones would be sold by 2018, which makes them the next big hit. Although they are already quite popular, they have not yet reached the maximum of their market potential. For the time being, 883 million smart phones are in use, which means that their market share will only continue to grow from now on.

Display advertising, known in its traditional form, does not work well on mobile phones, said Markus Pfeiffer, and if an advertisement is not presented to the user's convenience, it could have a negative effect on the company. Therefore, producers of goods and services as well as advertising agencies need to turn to the creation of a new type of strategies that are appropriate for the new technological environment in which consumers exist.

Social media, especially Facebook, are becoming our electronic passport that determines our preferences. They generate key information about consumers, which is of direct benefit to companies. Pfeiffer said that the world would be divided into two companies after several years. The first one will be composed of companies able to analyze data at a high level and the second one will involve producers and content creators who will use the first type of companies to sell their goods. Similar is the pattern of Amazon, which can actually sell everything a person wants.

"The world is made of glass today. If you are a bad company, you cannot hide that for long. So, the advertising strategy should be supported by quality products." This was the opinion of Andrzej Moyseowich who is Strategy and Innovation Director, EMEA, Saatchi & Saatchi. "One of the most important ideas is having high goals," the young businessman said and stressed that in order for the products to be successful, they must contain the three Ps (portable, potent, personal), i.e. the end product should be portable, with features of a personal device.

Andrzej Moyseowich was clear that only good content could succeed through a strong marketing strategy. No matter how successful an advertising campaign in the digital age is, if the end product is not good, it will not succeed. There is a lot of information and people have easy access to it. Now more than ever, products must be developed for the consumer, for the consumer’s needs and desires. He gave the example of Nike’s model, which has a built-in ipod and allows the user to not only listen to music but to also keep a record of how he or she is coping with daily jogging. "Jogging or training is something personal that affects our daily activities. This is an example of how a company has sought to develop a device facilitating one of our daily activities, taking it high on the scale of "favourite" brands," the expert said.
 
Moyseowich explained that social media have largely helped to free information from monopoly influences. He gave the example of Arab spring in Syria, when the government cut the access to Internet in the country to prevent the bloggers and users of social networks from posting information not controlled by the government. Then, Twitter programmers developed an application, through which the activists could at any time "twit" in Arabic what was going on in their country by leaving a message on a telephone number,. The message is immediately translated and uploaded to Twitter, thus reaching the entire global community. Freedom of access to information is the foundation of democratic processes. The right to make a decision based on objective information provided is at the heart of the selective process in consumers concerning what they would buy and why they would prefer a specific product.

"If you send the appropriate message to the right people in the right way, they will respond and your campaign will yield results. Therefore, the data you will get for your potential customers is of fundamental importance. You can reach the highest return on investment only in this way," Stuart Colman said. He emphasized the importance of managing the data, which the Internet offers us (data management platform - DMP) in order to position and present a specific product in the best way.
 
All the experts shared the opinion that people do not like ads in social media. This is largely a personal space, where the users filter the information they want to see. Therefore, aggressive advertising campaigns on social networks are not an appropriate strategy to attract consumers' attention. What appeals to consumers is the opportunity to acquire something for free or at a reduced price. 42% of consumers like ads that make special offers or give free prizes.