Don Draper is Dead
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Don Draper is Dead

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    Don Draper is Dead Don Draper is Dead Presentation Transcript

    • DON DRAPERIS DEADINTELLIGENTCONTENT2013 @mikepweiss
    • WHAT KILLED HIM?
    • ADVERTISING &THE PITCH
    • “ADVERTISING ISBASED ON ONE THING:HAPPINESS” – DON DRAPER
    • ADVERTISING
    • 3,000MESSAGES PERDAY. THAT’S 3 TO 4 PERMINUTE.
    • CONSUMER HAS BEENTAKING CONTROL VIACALLER ID, DVRS ANDSIRIUS.
    • TIME SHIFTEDVIEWING
    • MERGED MEDIA
    • “THE CONSUMER ISPRESIDENTOF THENEW REPUBLIC.”MEDIA 2015: THE FUTURE OF MEDIA
    • BIG DATA
    • “I NOTICE INCREASING RELUCTANCE ONTHE PART OF MARKETING EXECUTIVES TOUSE JUDGMENT; THEY ARE COMING TORELY TOO MUCH ON RESEARCH, AND THEYUSE IT AS A DRUNKARD USES A LAMP POSTFOR SUPPORT, RATHER THAN FORILLUMINATION.”– DAVILD OGILVY
    • STRATEGY IS KEY
    • THE PITCH
    • SOURCE: CREOTIVO
    • NEW FRONT LINE @mikepweiss
    • “EVERYONE IS CAPABLEOF BREAKING A SALE.”ZIG ZIGLAR
    • “ASSUME THAT YOURPROFESSIONAL LIFE AND YOURPERSONAL LIFE WILL MERGEONLINE REGARDLESS OF YOURCARE IN SEPARATING THEM”FROM THE LOS ANGELES TIMES SOCIAL MEDIA POLICY
    • EDUCATIONAL;INSPIRING;ENGAGING.
    • BUYING A CAR
    • PERMISSION BASEDMARKETING
    • “CUSTOMERS NO LONGERSEPARATE MARKETINGFROM THE PRODUCT – IT ISTHE PRODUCT”MCKINSLEY QUARTERLY JULY 2011
    • “RATHER THAN ALLOW CAMPAIGNS TO BEDRIVEN BY PAID MEDIA, MARKTERS MUSTNOW DEVELOP SCALE AND EXPERTISE INOWNED AND EARNED MEDIA TO DRIVEEFFECTIVENESS, CULTIVATE CREATIVEIDEAS, ASSESS CUSTOMER NEEDS, AND CUTTHROUGHT THE CLUTTER.”ALTIMETER GROUP JULY 2012
    • DON DRAPER WASCONFINED AND ITKILLED HIM
    • @mikepweiss