The Future of      MarketingThe Impact of the Class of 2016
AMP Agency#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @DeanElmore   2
The Current College Landscape                                                                       $405 billion in total ...
FACT: The marketing landscape has    shifted significantly with the introduction    of a 24/7 digitally-connected, sociall...
As a result, the way consumers engage with    brands has beencompletely transformed.#AMP2016   #FutureM   @amp_agency   @B...
Before We Look Ahead…
The Class of 2016 was born in              (9 years after Back to the Future debuted in theaters)#AMP2016   #FutureM   @am...
“What is the Internet, Anyway?”#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @DeanElmore   11
OK, Now Let’s Look Ahead…
Dean Kenneth Elmore  – Dean of Students at Boston    University since 2003  – Coordinates university    efforts to provide...
smartbelieveneedypoliterules
practicaldeterminedtake caretraditionunique
empower
controlin the knowvalueawareinteresting
check outconnect“hi”
optimisticchangecompanycausesglobalserve
face-to-faceadults-meh!cultural knowledge
edgydecorum
#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @DeanElmore   26
Meet our Student Panel           Dea Biancarelli, Boston University              Claudio Quintana, Boston College         ...
#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @DeanElmore   28
Would you rather have access to yourparents’ data plan or home cooking?                                     OR#AMP2016   #...
Email                                                          Videos         Email                                       ...
#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @DeanElmore   31
Who speaks for your generation?#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @DeanElmore   32
#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @DeanElmore   33
Have questions for the panel?Raise your hand or tweet them with the #AMP2016 hashtag!#AMP2016   #FutureM   @amp_agency   @...
What Does it All Mean?
#1   The College Bubble       has Burst.#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @DeanElmore   36
#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @DeanElmore   37
“I passionately believe that the Khan Academy is atool that can empower at least an approximatemodel of what the future of...
#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @DeanElmore   39
“This is the single biggest change ineducation since the printing press”                                                  ...
Takeaway #1Technology is the ultimate enabler.Embrace streaming video, VOD and social media to duplicate off-line        e...
Brands Doing It Well State Farm’s Coachella                          President Obama hostssponsorship (YouTube &          ...
Home Plus (Tesco) virtual                      grocery store in South Korean                             subway station#AM...
#2 It’s All About Status.#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @DeanElmore   44
Share and Comment is             the new Show and Tell.#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @De...
Two-Way Information Sharing                                    Q: How do you stay current with brands that                ...
Takeaway #2 Social is no longer a vertical channel.      Don’t create experiences. Create          shareable experiences.#...
Brands Doing It Well American Express Sync –                          Nike+ and Nike Fuel  Social Integration with        ...
Oreo’s 100th                               Anniversary “Daily                               Twists” Campaign#AMP2016   #Fu...
#3Byte Size Consumers.#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @DeanElmore   50
“The rate of U.S. auto sales to 18-to-34 year old buyers declined to 11percent in April 2012, down from17 percent for the ...
#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @DeanElmore   56
Takeaway #3Find a way to byte size your brand.  Enable consumers to trial your     product via sample sizeengagements or s...
Brands Doing It Well           VitaCoco Social                          Ford’s Vehicle            Sampling and            ...
Pretzel Crisps’                                                                Social Sharing                             ...
#4   Media On Demand.#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @mattjacobs5   @DeanElmore   60
“It’s not online or offline.It’s online or asleep.”                                                                    – B...
Media On Demand      By the time the       Class of 2016      graduates, over      91% of college      students in the    ...
Takeaway #4              It’s no longer enough to               just be target relevant.                      Brands need ...
Brands Doing It Well    PopChips’ Kiip In-                              Intel’s “The     App Advertising                  ...
HP & Intel –                                                                “Tiesto: In the                               ...
The Class of 2016: Four Key Truths  The College                                    It’s All AboutBubble Has Burst         ...
Thank You!        Want this presentation?      Email 2016@ampagency.com#AMP2016   #FutureM   @amp_agency   @BU_Tweets   @m...
How the Class of 2016 Will Change the World of Marketing?
How the Class of 2016 Will Change the World of Marketing?
How the Class of 2016 Will Change the World of Marketing?
How the Class of 2016 Will Change the World of Marketing?
How the Class of 2016 Will Change the World of Marketing?
How the Class of 2016 Will Change the World of Marketing?
How the Class of 2016 Will Change the World of Marketing?
How the Class of 2016 Will Change the World of Marketing?
How the Class of 2016 Will Change the World of Marketing?
How the Class of 2016 Will Change the World of Marketing?
How the Class of 2016 Will Change the World of Marketing?
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How the Class of 2016 Will Change the World of Marketing?

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How the Class of 2016 Will Change the World of Marketing?

  1. 1. The Future of MarketingThe Impact of the Class of 2016
  2. 2. AMP Agency#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 2
  3. 3. The Current College Landscape $405 billion in total spending power Source: re:fuel, “College Explorer” conducted by Crux Research, Aug 7, 2012#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 3
  4. 4. FACT: The marketing landscape has shifted significantly with the introduction of a 24/7 digitally-connected, socially- enabled consumer. Photo source: www.bu.edu#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 4
  5. 5. As a result, the way consumers engage with brands has beencompletely transformed.#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 5
  6. 6. Before We Look Ahead…
  7. 7. The Class of 2016 was born in (9 years after Back to the Future debuted in theaters)#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 7
  8. 8. “What is the Internet, Anyway?”#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 11
  9. 9. OK, Now Let’s Look Ahead…
  10. 10. Dean Kenneth Elmore – Dean of Students at Boston University since 2003 – Coordinates university efforts to provide a safe environment, where students can find their way within a vibrant community – Responds to student concerns; helps students solve their problems; and, helps students build communities – Believer of the new, innovative and youthful#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 13
  11. 11. smartbelieveneedypoliterules
  12. 12. practicaldeterminedtake caretraditionunique
  13. 13. empower
  14. 14. controlin the knowvalueawareinteresting
  15. 15. check outconnect“hi”
  16. 16. optimisticchangecompanycausesglobalserve
  17. 17. face-to-faceadults-meh!cultural knowledge
  18. 18. edgydecorum
  19. 19. #AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 26
  20. 20. Meet our Student Panel Dea Biancarelli, Boston University Claudio Quintana, Boston College Hometown: Shelby, MT Hometown: Portland, OR Major: International Relations Major: Business Information Systems and Psychology Christopher Dela Rosa, Boston University Ian McLarney, Northeastern Hometown: New York, NY Hometown: Philadelphia, PA Major: Public Relations Major: Marketing#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 27
  21. 21. #AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 28
  22. 22. Would you rather have access to yourparents’ data plan or home cooking? OR#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 29
  23. 23. Email Videos Email News News Music Music Camera Games Text Camera Phone Text Facebook Phone Twitter Facebook Twitter YouTube Pinterest Email Videos News Email Music Videos Games News Camera Music Text Camera Phone Text Facebook Phone Twitter Facebook Instagram#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 30
  24. 24. #AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 31
  25. 25. Who speaks for your generation?#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 32
  26. 26. #AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 33
  27. 27. Have questions for the panel?Raise your hand or tweet them with the #AMP2016 hashtag!#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 34
  28. 28. What Does it All Mean?
  29. 29. #1 The College Bubble has Burst.#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 36
  30. 30. #AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 37
  31. 31. “I passionately believe that the Khan Academy is atool that can empower at least an approximatemodel of what the future ofeducation should look like – a way ofcombining the art of teaching with the science ofpresenting information and analyzing data, ofdelivering the clearest, most comprehensive, andmost relevant curriculum at the lowest possiblecost.” – Salman Khan #AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 38
  32. 32. #AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 39
  33. 33. “This is the single biggest change ineducation since the printing press” – Anant Agarwal, President of edX #AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 40
  34. 34. Takeaway #1Technology is the ultimate enabler.Embrace streaming video, VOD and social media to duplicate off-line experiences online.#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 41
  35. 35. Brands Doing It Well State Farm’s Coachella President Obama hostssponsorship (YouTube & a Google+ Hangout Instagram integration)#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 42
  36. 36. Home Plus (Tesco) virtual grocery store in South Korean subway station#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 43
  37. 37. #2 It’s All About Status.#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 44
  38. 38. Share and Comment is the new Show and Tell.#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 45
  39. 39. Two-Way Information Sharing Q: How do you stay current with brands that you are interested in? (check all that apply) Source: AMP Agency, Pulse Survey, October 2012#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 46
  40. 40. Takeaway #2 Social is no longer a vertical channel. Don’t create experiences. Create shareable experiences.#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 47
  41. 41. Brands Doing It Well American Express Sync – Nike+ and Nike Fuel Social Integration with Band – App, Facebook Facebook, Twitter and and Path Integration Foursquare#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 48
  42. 42. Oreo’s 100th Anniversary “Daily Twists” Campaign#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 49
  43. 43. #3Byte Size Consumers.#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 50
  44. 44. “The rate of U.S. auto sales to 18-to-34 year old buyers declined to 11percent in April 2012, down from17 percent for the same age groupin April 2007, before the recession” – Southfield, Michigan-based R.L. Polk & Co #AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 51
  45. 45. #AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 56
  46. 46. Takeaway #3Find a way to byte size your brand. Enable consumers to trial your product via sample sizeengagements or short term rentals.#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 57
  47. 47. Brands Doing It Well VitaCoco Social Ford’s Vehicle Sampling and Integration into “Refer a Friend” Zipcar’s University Sampling Program#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 58
  48. 48. Pretzel Crisps’ Social Sharing Outreach#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 59
  49. 49. #4 Media On Demand.#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 60
  50. 50. “It’s not online or offline.It’s online or asleep.” – Brian Wong 21 year old entrepreneur, co-founder Kiip#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 61
  51. 51. Media On Demand By the time the Class of 2016 graduates, over 91% of college students in the US will own a smartphone. eMarketer, Aug 2012#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 62
  52. 52. Takeaway #4 It’s no longer enough to just be target relevant. Brands need to be consumer centric.#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 63
  53. 53. Brands Doing It Well PopChips’ Kiip In- Intel’s “The App Advertising Creators Project”#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 64
  54. 54. HP & Intel – “Tiesto: In the Booth” Custom Content#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 65
  55. 55. The Class of 2016: Four Key Truths The College It’s All AboutBubble Has Burst Status Byte Size Media on Consumers Demand#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 66
  56. 56. Thank You! Want this presentation? Email 2016@ampagency.com#AMP2016 #FutureM @amp_agency @BU_Tweets @mattjacobs5 @DeanElmore 67
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