Staying Ahead of Changes in Advertising


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Marketing and Advertising people must embrace change and uncertainty. Two strategies for staying ahead of the changes are Curiosity and Courage. Two opportunities to apply those strategies are the changing media landscape and our increasingly multicultural society. This is somewhat of a business topic, but also career management advice.

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  • EXPLAIN THE TITLEEverything is #AdvertisingIt’s all changing – we’ll talk a little about that today.Stay ahead of the changes – that’s what I like to help people do.TRANSITIONDealing with change is not a modern problem.
  • WATCH THIS(RUN VIDEO) & technology have struggled with one another for centuries.
  • Is it steady progress or steady torture?It seems like a mixed blessing sometimes.Every industry today is experiencing change driven by technology. TRANSITIONWhat makes Marketing unique? What’s different now?
  • Communication is 2-way, not one-way.Some say: that’s out of control. “WHAT??? Consumers tell their friends about MY products?“How do I know it will be on STRATEGY?“And how am I going to run their comments by Legal?”And I say: AWESOME.The backyard fence conversations we could only imagine now come right to us, documented and real.
  • THERE ARE HUNDREDS OF MEDIA THROUGH WHICH THAT 2-WAY Communication FLOWS.Some say:“It was a lot easier, back in the days of three TV networks, Radio, Print & Billboards, to know EXACTLY which half of the ad budget I’m wasting.”And I say: USE YOUR IMAGINATION.I love the fact that I have many ways to help my clients connect with their customers.
  • AND ALL THAT MEDIA IS HUNGRY FOR …BIG BUZZ WORD HERE…”CONTENT”.Some say:“Content is just another word for ‘advertising’.”And I say: YOU’RE RIGHT.Yes: Advertising is what you think of your product.And: What people think of your product isAdvertising.TRANSITIONFor the past few minutes I’ve been talking to you about Change.
  • Tipping point when “Change” becomes ‘UNCERTAINTY”(EXPLAIN BULLETS)TRANSITIONWhat about you personally? You may not be a CMO or own an agency or you may think AOR is an outdated radio format.
  • YOU PROBABLY HAVE SOME SPECIFIC UNCERTAINTIESI’m not necessarily talking about “Oh no I might lose my job!” Although we worry about that anyway. No, I’m thinking about fears that may not keep you up at night, but they nag.Mine is 1s and 0s. (TELL STORY OF HYPER ISLAND STINKY FISH.)TRANSITIONThey taught me to embrace the discomfort.
  • TODAY I’LL GIVE YOU TWO STRATEGIES AND TWO OPPORTUNITIESTwo strategies:Curiosity & Courage.And two opportunities to use those strategies:Media & Multicultural.TRANSITIONFirst, Curiosity.
  • LET’S DEFINE CURIOSITYDictionary: “a desire or eagerness to know about something”.Steve: The first step out of your comfort zoneTRANSITIONLet’s use the metaphor of a silo.
  • In Marketing Communications, there’s nothing more sinister than a siloThe silo metaphor borrows equally from the Agricultural Revolution and the Information Age. The agricultural reference is a structure for storing bulk materials, usually grain harvested on a farm. An information silo, according to Wikipedia, “is a management system incapable of reciprocal operation with other, related management systems.”Silos can be dangerous. “It may be fun,” advises an OSU fact sheet, “to jump in the grain or even bury yourself, but this kind of play is very dangerous. Flowing grain acts like quicksand. Once you start to sink it is impossible for you to dig your way to the top. As you dig, the grain keeps shifting under your feet, pushing you deeper towards the bottom.” Shudder.TRANSITIONSo how do you get out? Every trap contains its own escape route.
  • Just open the door at the base of the silo(TELL ECONSULTANCY STORY ABOUT HOW DIGITAL EXPERTS FELT SILOED)So what can you do?Curiosity about ColleaguesCuriosity about ConsumersCuriosity that’s hands-onTRANSITIONActions speak louder than words
  • CURIOSITY ISN’T ENOUGH. YOU NEED COURAGEThe silo door is open. Will you step through it?Silos are on a farm, by the way. In the barnyard, between you and the other silos, what’s on the ground?Right. Manure. B.S., if you will. The messy stuff of interpersonal communication.You’re not just learning about new things, but new people.TRANSITIONYou have to be open to where all this learning will lead you.
  • Cicero WALKED BOLDLY INTO NEW CHALLENGESRoman orator, senator, and eventually, consul. He had a kind of haphazard ride to the top.Early in his career, Cicero found himself going up against his rival, Hortensius. The odds were against Cicero.“Sometimes,” said Cicero, “you start a fight, even if you do not know how you are going to win it, because it is only when the fight is on, and everything is in motion, that you can hope to see your way through.”TRANSITIONAny questions or thoughts about Curiosity or Courage?
  • CURIOSITY AND COURAGE BROADEN YOUR PERSPECTIVEif you follow your Curiosity – and have the Courage to act upon it, you’ll broaden your perspective.There are two very timely opportunities to apply these strategies.TRANSITIONThe first is Media….
  • Marketers see the Media landscape differently than consumers use it.As we said earlier, there are hundreds of new media.How do you make sense of it all?Short answer: See it as your audience, or your consumer, sees it.TRANSITIONSaid another way…….
  • Spider charts are just wrongAt first they seem right, modeling the consistency of a single message, executed across all channels. BUT:Can’t guarantee that a consumer will see all these things. Supposes a “push” approach to marketing communicationsDoesn’t consider dialogue with and among consumersReinforces matching luggage.Spider charts in reality are a giant blind spot.TRANSITIONSpider charts are how marketers use media………
  • This is how consumers use mediaMarketing communications today is like a Gigantic Venn Diagram, people consuming media simultaneously.Constantly shifting from client to client, project to project.Would be nice if it would just stay still for a moment and let us plan our marketing communications. But it doesn’t and it won’t. There will always be some new medium, platform or tactic bubbling up in the minds of programmers, entrepreneurs or venture capitalists.This is wonderful! Best time in history to work in marketing communications. (Also kind of a Career Planning model.)TRANSITIONOK, but how to make sense of it?
  • What lessons do we take from this?Know the media landscape.Ideas must be channel-neutral.Plan budgets simultaneously.TRANSITIONAny questions about Media?
  • Curiosity and Courage also help you see why Multicultural society is good for business.TRANSITIONDo I really need to prove to you that we are a diverse society?
  • “Multicultural” is a better wordWe’re not just diverse, we are interacting with and affecting one another.Previous waves of immigrants homogenized within a generation or two. They were cut off from “the old country” except for some occasional written letters, sent mainly from big U.S. cities.Today: New media helps keep up cultural ties to the folks back home, and also spread that culture here. Moreover, immigrants arrive, keep going, and wind up everywhere.TRANSITIONMarketers must realize how multicultural trends show up in the media our audiences consume.
  • For example, musicOur Strategic Analytics department looked at some of the influences of multicultural society on the general culture.Dating back to the 1950s you can see two things.The population has shifted.Top 10 music is more ethnic.TRANSITIONWhat about words?
  • WE MAY NOT BE MULTILINGUAL, BUT OUR LANGUAGE IS MULTICULTURALThere’s a similar effect on the language. In the same study we looked at the words added to the OED over a 10-year period. (It’s easy because they put it online in 2000 and have updated it every quarter since.)Several categories: technology, food, medicine, politics, etc.Crosscultural words were 31% of all new words added.TRANSITIONThen there’s TV.
  • TV both affects and mirrors our culture(EXPLAIN CHART)BTW, Digital was supposed to kill TV? Digital didn’t kill TV. Digital turbocharged TV. It made TV portable. It blew up the distribution model.And it reflected the culture.TRANSITIONDoes your workplace reflect the culture? Do you?
  • Diversity affects the work we do in marketingMarketing influences society. I was told when I started, “Oh no, advertising doesn’t determine the culture, it follows the culture.” WRONG. Our messages, images, words and music set trends. This is often lamentable but always powerful and we dare not misunderstand it. CONSIDER DIVERSITY, NOT ONLY IN CASTING BUT AS A STRATEGY.Marketing demands diversity. Having a diverse workplace is more than just the right thing to do. Diversity is an ingredient in business success. Think about the best creative processes you’ve ever seen. They were also team efforts. If there was groupthink, the results were pretty bland. The best work came from when people of diverse viewpoints challenged one another.Marketers value diversity. Think back to the silos, when you were trying to understand what the SEO expert does or how to drive up cash register ring at retail. The same applies here. Shouldn't we work just as hard to understand a colleague's life experience as we do their professional specialty?
  • WE’LL CLOSE WITH A WORD FROM DALE CARNEGIE(Hey, if someone could make an awesome Super Bowl ad with Paul Harvey, I can close with Dale Carnegie, right?)This is from “his” newest book, How To Win Friends and Influence People in the Digital Age.“You’ll find that your interests are met in the process of helping others.”You’re not a silo. You’re a lighthouse.
  • You see, these two words, Curiosity & Courage, aren’t just strategies for staying ahead in business. They’re about human relations.In the same way, Media isn’t just a machine, it’s connected to people – it connects people – and those people are increasingly multicultural.
  • I hope you’ve taken away some things today that will help you manage change in your own day-to-day world.
  • Staying Ahead of Changes in Advertising

    1. 1. It’s all #Advertising. It’s all changing. Stay ahead. @SteveS1
    2. 2.
    3. 3. Progress or Torture?
    4. 4. 2-way communication
    5. 5. Media Metastasizes
    6. 6. Hungry for “Content”
    7. 7. Uncertainty • Months of CMO43 average tenure • Years of Agency2.5 average tenure • RelationshipsAOR are shallower
    8. 8. Stinky Fish
    9. 9. Two strategiesCuriosity & Courage Two opportunitiesMedia & Multicultural
    10. 10. CuriosityThe first step out of your comfort zone
    11. 11. The Truth about SilosEvery trap contains its own escape route
    12. 12. Open the doorTo Colleagues, Consumers – and Experience
    13. 13. CourageActions speak louder than words
    14. 14. WWCD?
    15. 15. Two strategies Curiosity & Courage Two opportunitiesMedia & Multicultural
    16. 16. Marketers see the Media landscape differentlythan consumers use it
    17. 17. Spider Charts are Just Wrong “Digital” DR Print Shopper Marketing Brand TV Sales OOH Promotion “Social Media”
    18. 18. Gigantic Venn Diagram In-Store Newspaper WOME-Commerce Social Mobile Media TV Event Web Magazine Mktg Radio Shopper Marketing
    19. 19. Consumer Decision JourneyResearch conducted with 20,000 people across 6 categories, 75+brands, and 3 geographies
    20. 20. Right Place, Right Time, Right Message
    21. 21. Two strategies Curiosity & Courage Two opportunitiesMedia & Multicultural
    22. 22. Diversity  Multicultural
    23. 23. Crosscultural Music
    24. 24.
    25. 25. Crosscultural TVSince 2005, only one all-white show made it to the Top Ten
    26. 26. Diversity affects the work we do1. Marketing influences society2. Marketing demands diversity3. Marketers value diversity
    27. 27. Dale Carnegie“You’ll find that your interests are met in the process of helpingothers.”
    28. 28. Two wordsCuriosity & Courage Two opportunitiesMedia & Multicultural
    29. 29. It’s all #Advertising. It’s all changing. Stay ahead. @SteveS1