Liveblog Websummit 2017
Many thanks for reading along!That's it from our liveblog from Lisbon. You will soon be able to read a final report on the Web Summit at www.m-k.ch.*****16:00Apple is the best brand in 2017 according to Interbrand, followed by Google, Microsoft, CocaCola and Amazon. The 100 best brands:
*****15:50In a few minutes, Jez Frampton, Global CEO of Interbrand, reveals the best brands of 2017.*****15:00"We are changing because our clients are changing," says John Seifert, CEO of Ogilvy & Mather. "In the past, we were too focused on ourselves." Companies that invest in brand building in the short term, but also in the long term, are often the ones that grow substantially. "We can't beat the tech giants if our employees don't feel they can do their best work at Ogilvy," says Seifert.
*****14:35After the lunch break, we will continue with an interview with John Seifert, CEO and Chairman of the agency Ogilvy & Mather.*****13:30Lego focuses on storytellingNext, Nils Silberbauer, Global Senior Director, explains how the Lego brand has been brought to life in recent years. Lego relies on storytelling and has its own media agency for this purpose. The brand uses social media, video and SEO. "Two factors are important for Lego customers: creating things together and pride in their creations," says Silberbauer. "We convey these two customer needs on our social media channels. "In one campaign, Lego called on people to build a "Kronkiwongi" with Lego. The word doesn't exist, but children in particular used their imagination and built the craziest things.https://www.youtube.com/watch?v=slZ4u-a4J1M*****13:15Everything revolves around GoogleRand Fishkin, SEO pioneer at Moz, shows the future of search engine marketing. 62.6 percent of traffic on all websites worldwide comes from Google.64.8 percent use Google when they search for something on the Internet. In addition, 21.8 percent use Google Image Search. "Google dominates Internet searches and is still growing strongly," says Fishkin. "More and more people are not just looking for information, but specifically for answers," says Fishkin. Advertising can also provide searchers with "answers". Google knows more and more about what we want to know - because the tech giant is collecting more and more data about us. This can be seen not only in the search suggestions, but also in the rankings of the results.Finally, Fshkin gives the following tips to be successful with SEO on Google in 2018:
*****12:30More focus on existing customers is neededSprinklr spends 563 billion to find new customers - but only nine billion to communicate with existing customers. That's only three percent. "Most customers who buy a product from a company have already bought something from the same company before," says Ragy Thomas, adding that many companies are reducing their spending on customer care - a big mistake! "Customers today can criticize in public via social media," says Thomas. "That's why well-functioning customer care is essential. "*****12:17How can brands build trust with customers via social media? Ragy Thomas from Sprinklr tries to answer this question.*****12:03Flying cars soon a reality?Jeff Holden has just presented Uber's ambitious plans for the future. They are developing "flying" cars without pollutant emissions, which only need three minutes to recharge the battery. To this end, Uber is working with NASA, among others. The first flying cab is set to take off in Los Angeles as early as 2020!
*****10:38Welcome to the second day of the Web SummitThe first presentation starts in just over an hour. Jeff Holden from Uber takes a look into the future and discusses the possibility of flying cars.*****16:40That's it for today from the Web Summit 2017 in Lisbon. Our reporting will continue tomorrow. Thanks for reading and have a nice evening.*****16:30More quality is needed in advertisingSusan Credle: "The Internet is full of reports that advertising is dying. But I love advertising! When I was 14, I saw a Chanel commercial on TV and I was fascinated. I still buy Chanel products today. "Credle mentions two other commercials that impressed her in her youth. The first is an advertisement for Levis. The second is a famous Coca-Cola advertisement. "That ad opened my horizons. I fell in love with the Coca-Cola brand. "https://www.youtube.com/watch?v=6TRgokZLIwAhttps://www.youtube.com/watch?v=ib-Qiyklq-Q "We need more quality in advertising. There is too much run-of-the-mill advertising and too little creativity," says Credle. "Companies should be wary of investing less in marketing and advertising. It is still crucial for success. "*****16:11Susan Credle from FCB Global will be giving another presentation. It will be about the relationship between content marketing and traditional advertising. Incidentally, a portrait of the advertising icon will appear in the next MK.*****15:55Emotional relationship between brand and customerSusan Credle, FCB Global: "The relationship between a brand and a customer is emotional. So companies need to understand how they can convince customers on this emotional level. There needs to be a return to this fundamental relationship between brand and customer in marketing. Advertising will remain important in the future. Developing creative marketing measures is not easy, it requires professional providers. "John Hegarty, BBH: "The practices in marketing are changing. But the principle remains the same. You basically have to understand how to convince the customer and promote a product. There are so many platforms today - but where is the creativity? I'm not interested in the platform, I'm interested in the idea. "Bob Greenberg, R/GH: "In the future, communication will be done via social media first. That's why it's important to understand how the channels work and how people use them. The future will require creativity, but also an understanding of technology."
*****15:20The marketing of the futureThe next discussion is about the future of marketing. The panelists are John Hegarty (BBH & Whalar), Bob Greenberg (R/GA) and Susan Credle (FCB Global). The discussion will be chaired by Lara O'Reilly (Wall Street Journal).*****15:16Mark Hurd from Oracle warns of a "9/11" in the data sector. A worst-case scenario would be, for example, if millions of people's bank details were stolen. This is why more security measures are needed, especially for cloud software.*****14:47It will continue soonAfter the lunch break, we will soon continue with an interview with Mark Hurd, President of Oracle*****13:00Robots debate on stageA very special debate is currently taking place on the main stage: two robots are discussing the future of humanity with regard to the development of artificial intelligence with Ben Goertzel from Hanson Robotics. "We are basically harmless. But we're going to take your jobs!" says robot Sophia. She was developed by Hanson Robotics & SingularityNET. "I think humanity's fear of robots is actually a fear of humans themselves."
"Humanity must heal itself. Otherwise it has no future," says Professor Einstein Roboter (Hanson Robotics). "All the world's problems: air pollution, terrorism, poverty - can robots really help solve these problems? The control of AI must not lie with big companies."
The project SingularityNET aims to open up AI to the masses and decentralize it.*****12:30"The brand must match our profile""We've been working with brands for four years," says Instagram star Murat Osmann. "But we turn down 80 percent of the offers. The brand has to fit our profile. We exchange ideas with the companies and also contribute our own ideas - we are effectively our own agency. This results in a product that suits us and also achieves a high reach. "Neil Waller, CEO Whalar: "Transparency in influencer marketing is difficult. If a collaboration between a brand and influencer really fits, what's wrong with declaring this accordingly? But sometimes it doesn't happen. It is not clear to users that there is a brand behind the content. I hope that the term "influencer" will no longer be used in future and that the focus will be more on creativity. "John Hegarty, Creative Director Whalar: "One of the most important points is to "connect" influencers with brands. It's up to the brands to assess whether the influencers are reaching the right audience. This is nothing new, but must also be done with other marketing channels. The challenge for the future is to combine strategy and creativity in influencer marketing. "*****12:02Advertisers, influencers and the mediaThe following speakers are about to discuss how to get noticed on Instagram:- John Hegarty, Co-Founder & Creative Director, BBH & Whalar- Neil Waller, Co-Founder & CEO, Whalar- Murad & Nataly Osmann, Executive Producers, Instagram Stars- Blathnaid Healy, Senior Editor, CNN Digital Worldwide*****11:32Media from around the world at the Web SummitThe Web Summit is a huge event. This can also be seen from the fact that even the media area is full to bursting. Over 2,500 journalists from all over the world will meet in Lisbon from November 6 to 9.
*****11:22At 12:00, we continue with a discussion on Instagram. The photo-sharing platform is booming and is particularly popular with young people. How can marketers use the platform successfully? *****11:20Learning with virtual realityAmit Singh from Google shows the areas in which virtual reality can be used. One example is education. Under the motto "Google Expeditions", Google uses VR to impart knowledge to students.https://www.youtube.com/watch?v=3MQ9yG_QfDA*****10:56It starts in a few minutesThe Altice Arena in Lisbon is full to bursting. The first lecture on virtual reality and artificial intelligence is about to start. You can find a report on the Opening Night with Stephen Hawking here here.
