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  • 1. Closing Remarks John Battelle , Chairman and CEO Federated Media
  • 2. Marketing in Quicksilver John Battelle CEO/Founder Federated Media Publishing Inc.
  • 3. EVERY MARKETER IS A PUBLISHER EVERY PUBLISHER IS A MARKETER EVERY CONSUMER IS BOTH (AND THE CONTRACT IS BEING WRITTEN AS WE MEET)
  • 4.
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    MEDIA IS FLUID, DIVERSE, QUICKSILVER….
  • 5.
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    YOUR CUSTOMER’S ATTENTION IS FICKLE, FLITTING FROM PLACE TO PLACE…
  • 6.
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    HOPPING ACROSS SMALL PIECES, LOOSELY JOINED
  • 7.
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  • 8.
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    SO HOW DO YOU GET YOUR ARMS AROUND THIS QUICKSILVER WEB?
  • 9.
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    AD NETWORKS?
  • 10.
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    THEY HAVE SCALE AND DATA. BUT LACK…SOUL.
  • 11.
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    YOUR CUSTOMERS DON’T JOIN AD NETWORKS
  • 12.
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    THEY JOIN CONVERSATIONS
  • 13.
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    WEBSITES ARE CONVERSATIONS
  • 14.
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    BRANDS ARE CONVERSATIONS
  • 15.
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    THE WEB IS A CONVERSATION
  • 16.
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    THESE CONVERSATIONS ARE NAVIGATED THROUGH SEARCH, WORD OF MOUTH, SOCIAL MEDIA.
  • 17.
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    HOW DO YOU UNITE THE SCALE OF AD NETWORKS….WITH THE SOUL OF CONVERSATIONS?
  • 18.
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    THIS IS A CENTRAL QUESTION OF OUR INDUSTRY NOW … a few ideas…
  • 19. RETHINK “ CREATIVE” to “ ADDING VALUE”
  • 20. RETHINK “ MEDIA BUYING” to “ MEDIA CREATION”
  • 21. RETHINK “ REACH” to “ PLATFORM FOR DISTRIBUTION OF VALUE”
  • 22. RETHINK “ OUR BRAND IN THE MARKET” as “ OUR CONVERSATION WITH THE MARKET”
  • 23. IN SHORT, JOIN THE CONVERSATION. (And yeah, FM would love to help…)
  • 24. THE CM SUMMIT: WHAT WORKS, THE CASE STUDIES THANK YOU FOR COMING! SEE YOU NEXT TIME….
  • 25.  
  • 26.