Ulli Appelbaum, CEO & Chief Strategy Officer, First-The-Trousers, presented “Welcome to the Future.” He debunked a lot of myths. Online advertising isn’t living up to its promise. Brands now live in a pay-to-play (social media) world. There are two new major realities for marketers—1) Everything is social. 2) Insane increase in potential touchpoints between players and brands.
“A better approach is to think in terms of the ecosystem (not channels or campaigns) and ‘moments’ within the ecosystem,” said Appelbaum. “Focusing on ‘moments’ elevates the customer’s journey into a more actionable tool.”
Typical moments in the lottery category include sharing, dreaming, escape, bonding, impulse, doubts, frustration and purchase. He said the key is to bring the lottery more into people’s lives.