Forget Advertising - Get Real
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Forget Advertising - Get Real

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The power of digital communication is changing our world. Presentation from Martin Deinoff at Marknadsföreningen breakfast 2010-01-21.

The power of digital communication is changing our world. Presentation from Martin Deinoff at Marknadsföreningen breakfast 2010-01-21.

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Forget Advertising - Get Real Forget Advertising - Get Real Presentation Transcript

  • BRANDING 2.0 FORGET ADVERTISING, GET REAL
  • The Speaker +46 733 113 172
  • +46 733 113 172 martin.deinoff@creuna.se http://twitter.com/martindeinoff +46 733 113 172
  • A word from my sponsor +46 733 113 172
  • A word from my sponsor +46 733 113 172
  • +46 733 113 172
  • Branding Marketing Advertising I tend to mix these up a bit. +46 733 113 172
  • Product Service Offering I mix these as well. +46 733 113 172
  • I will not tell you how to do it +46 733 113 172
  • I will tell you what to do +46 733 113 172
  • B2B or B2C +46 733 113 172
  • B2U +46 733 113 172
  • ADVERTISING BROADCASTING UNTIL NOW
  • +46 733 113 172
  • There is none. 1% Fun 2 % Relevant 97% Crap 100% Not asked for +46 733 113 172
  • There is none. If I talked to people like advertising talk to people I would have no friends +46 733 113 172
  • Old school marketing: We accept things because we don't have a choice +46 733 113 172
  • Old school marketing: We accept things because we don't have a choice - Information asymmetry - Communication obstacles - Power over media & tools +46 733 113 172
  • But the world: +46 733 113 172
  • So what are we doing? +46 733 113 172
  • We scream. +46 733 113 172
  • We scream. +46 733 113 172 At anyone.
  • We scream. +46 733 113 172 Anyanyone. At message.
  • We scream. +46 733 113 172 Anyanyone. At message. Anytime.
  • We scream. +46 733 113 172 InAt anyone. Any message. any channel. Anytime.
  • This is not working +46 733 113 172
  • There is none. And the world will be different +46 733 113 172
  • POWER TO THE PEOPLE IT IS REALLY THAT SIMPLE
  • The new generation of marketing is all about understanding and respecting the power of the user +46 733 113 172
  • The new generation of marketing is all about understanding and respecting the power of the user +46 733 113 172
  • Users have power over: - time - tools - media - information - their opinion +46 733 113 172
  • Power over: - time +46 733 113 172
  • Power over: - tools +46 733 113 172
  • Power over: - tools +46 733 113 172
  • Power over: - media +46 733 113 172
  • Power over: - media +46 733 113 172
  • Power over: - information +46 733 113 172
  • Power over: - information +46 733 113 172
  • Power over: - information +46 733 113 172
  • Power over: - information +46 733 113 172
  • Power over: - their opinion +46 733 113 172
  • A SOLUTION? YES BUT NOT AN EASY ONE
  • You have to deliver value through marketing. Or just deliver value. +46 733 113 172
  • If you put helping the user at any time first. Even if you don’t feel that you will benefit from it. You will. +46 733 113 172
  • Build marketing into the product or service. Make the product or service so great that you don’t need advertising. +46 733 113 172
  • +46 733 113 172
  • “Everything that can be digital will be digital” Jeff Dachis, Ex CEO Razorfish +46 733 113 172
  • Build your product or service better by focusing on: 1. Efficiency 2. Transparency 3. Dialogue 4. Desirability +46 733 113 172
  • Let’s start with EFFICIENCY +46 733 113 172
  • +46 733 113 172
  • And then some TRANSPARENC Y +46 733 113 172
  • Godt: Volvo Oceanrace  Podcasting  No podcasting  Updated content  Pictures hidden behind login  RSS  Hard to share content  Good SEO  Bad SEO
  • +46 733 113 172
  • +46 733 113 172
  • +46 733 113 172
  • “In the monarchy of web 1.0 the content was king. In the republic of web 2.0 the context is president.“ Martin Deinoff Yours truly
  • +46 733 113 172
  • +46 733 113 172
  • Join the DIALOGUE +46 733 113 172
  • “So, could it be that the only accepted tone of voice - in the future - is the natural, human tone of voice? And in that case, what role should an advertising agency play?” Paul Beelen, Creative Director and blogger
  • Challenges for large brands:  Be personal  Keep a dialog  Help without a hidden agenda  Be real  Be fast and agile +46 733 113 172
  • Last and probably also least DESIRABILITY +46 733 113 172
  • TAKE AWAY REMEMBER THIS
  •  Be honest and true  Help users, they will return the favor  Ad value (by digital media)  Avoid dying media. Now!  Have fun +46 733 113 172
  • THANK YOU FOR YOUR ATTENTION +46 733 113 172 martin.deinoff@creuna.se http://twitter.com/martindeinoff CREUNA.SE