Forget Advertising - Get Real

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

+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

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: - media +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

“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

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

Forget Advertising - Get Real

by Martin Deinoff on Jan 25, 2010

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