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Climate change. Ad:tech presentation 2013

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A point of view on how to deal with the new media landscape. How to command an audience you can no longer interrupt. How does 'digital' change the way we market? Or does it?

A point of view on how to deal with the new media landscape. How to command an audience you can no longer interrupt. How does 'digital' change the way we market? Or does it?

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  • TITLES FUNNYBREWING YEAR TIME DETAIL / NUANCEHOUR TITLE MOST IMPORTANTKNOW CONTENT TEDIUM AUDIENCETITLEDRAW A CROWDSOCIAL MEDIA 30 MINUTES 140 CHARACTERSSARCASTIC BASTARDS FUNNYSUGGESTIONS
  • SUMMARISES HOW WE SHOULD BE FEELINGCENSORS
  • GOOD METAPHORDON’T BELIEVE CHALLENGES ARE SAME SCALE / IMPACTBIGGER AL GORESIMILAR CHALLENGES
  • BULLETSADDRESS SOME OF IT.ASK MORE QUESTIONS THAN ANSWERELAVE YOU HOPEFUL YOURE NOT UNDERWATER
  • REPRESENT THE DATA HOPE YOU DRAW CONCLUSIONSNOT WHAT TO SAY – HOW TO GET THEM TO LISTENHOW ADVERTISING HAS EVOLVED, WHY SOME WORKS SOME DOESN’THANG IT OUT THEREHOW WE MAY NEED TO EVOLVE FURTHER
  • WHY NOVICECONFIDENCE INSPIRIN 5 YEARS AGO – EXPERTSENILTY / SECOND CHILDHOOD CANT SAYTHATNOBODY I KNOW CAN SAY THAT GURU TO NOVICEEXPERT IN RELEARNING NO DENIAL / PLAYING CATCH UPNO PREENCE TO BE RIGHT DANCINGMAKE YOU THINK AND SET YOU OFFNOT EVERYTHING HAS CHANGED
  • CHANGE HOW CONSUMERS BEHAVE TO MAKE ORG MORE MONEYDO IT FOR LONG TERM VS SHORT EVEN BETTERTRITE? DOES GET FOGOTTEN IN RACE FOR AWARENESS / LIKES AND AWARDSMEASURES NOT REASONS
  • BREAK IT DOWN4 TASKS
  • HOW WE DO IT ALSO THE SAMETRUE DIFFERENT MOTIVATING POSITIONINGPOWERFUL ENGAGING BRNAD IDENTITYCOMMUNICATED POWERFULLY AND COMPREHENISBLY
  • ROLE TASKS AND PROCESS HAVENT CHANGEDMEDIUM HASRADICALLY FUNDAMENTALLYKEEP CHANGINGCANT KEEP BLASTING OUR MESSAGES AUDIENCE ISNT THERE / DOESN’T CAREDO THAT MARKETING STOPS MAKING THE ORGNAISAITON MORE SUCCESSFULSTOPS MAKING MONEY AND AT THAT POINT……..
  • YOU AND YOU AND YOU AND MESCREWED
  • MEDIA LANDSCAPE CHANGED, STILL CHANGINGPLATFORM IS ON FIRESEE CLIMATE CHANGE DENIERS CLINGING TO THE PASTWARM MEDIA SUMMER, OCCASIONAL TSUNAMI / EARTHQUAKESAME AS ENVIRO ISSUE – NOT AT CRISISDATA SHOWS WHERE WE ARE HEADING AL GORE CHARTLOOK AT A COUPLE OF FACTS ABOUT AUSSIE MEDIA
  • TALK TV BEST WAY TO DELIVER AUDIENCE WE KNOWWARM COSY FIRE UNDER BROADCAST MEDIADELOITTE 2010 52% MOST MEMORABLE3 YEARS AGO2012 BRIOADCAST REACHED 87% ALL AUSSIES
  • DIG INTO THE DATA1/3 ARE TIMESHIFTERS, 86% OF THEM SKIP ADSONLINE PENETRATION = 43%BROADCAST TV IS STILL EFFECTIVENARROWCAST TSUNAMI BEHIND THE TV BEACH
  • SCEPTIC CLAIM = NO DEPTH2 MINUTE YOUTUBE NOT SAME AS PRIMETIMENOT TRUEONLINE WATCH AS MANY HOURS AS OFF WATCHING ON DIFFFENT DEVICES AND WITHOUT AN AD BREAK
  • THANKFUL WE DON’T WORK IN THE US OR EUROPETIME SHIFTING IS THE NORM, BROKEN 50%THINK 200 FOEXTEL CHANNELS IS A LOT, TRY 7200 CHANNELS ACORSS EUROPE.
  • CONCLUDE?AUDINECE INCRASINGLY ONLINE, TIMESHIFTED AND SKIPPING ADSMANAGING THIS ON NATIONALINTERNET INFRASTRUCTURE STRUGGLES WITH EMAILNBN ARRIVES THE GAME CHANGES AGAINNO FUTURIST / EARLY ADOPTERWATCH WHAT I WANT, WHEN I WANT, NOT GET INTERRUPTED WILLAPPLE FOXTEL. NO ADS. LOVE ADS ADVOCATE----- Meeting Notes (11/03/13 15:25) -----SCHEDULING AND CHANNELS WILL CHANGEABILITY TO INTERRUPT DILUTED AT BESTMAYBE OVER
  • SAGELY SOCIAL MEDIA NO SHIT SHERLOCK REMIND YOU OF FACTSWRAP FACTS IN A GAG = FACTSMANAGE AUSSIE ICONSRELIED ON FACEBOOK TO DELIVER MY TARGETS
  • AUSSIE GOVT 2 STANDARDREWARKED MATHSASSUME 1 STANDARD DRINK
  •  Put into context that’s Only 30% less fans than all of McDonalds worldwide. 10 x the number of fans of Coke in Australia25 x the number of fans of Julia Gillard64 x the number of fans of the Wallabies25% of all active Facebook users in Australia.
  •  Statistics can make Julia Gillard look AS popular than the Wallabies.Nothing’s more popular than a Maccas and Coke. 
  • So if the old way of beating the audience over the head with the media stick is over. But it seems that the digital messiah might just be a very naughty boy. What do we do instead?
  • NEED TO CHANGE QUESTION FROM JUST“what shall we say and do?” and “where shall we say and do it”. Still important questions. But for me the key question to ask now is “why would anyone want to listen and engage?”CANNOT RELY ON INTERRUPTION IN ANY MEDIUM TO COMMAND AUDIENCEAUDIENCE IS EVERYTHINGNEED TO UNDERSTAND WHY ENGAGED IN FIRST PLACE
  • MARKETING DEVELOPED INTO FOUR NODESSEEMINGLY SIMPLE, PEOPLE DON’T RECOGNISE THEM AS DIFFERENTSQAURE PEGS INTO ROUND HOLESFOUR NODES ARE story telling, relationship management, systembuilding and ecommerceEXPLAIN EACH BRIEFLYIN ISOLATION EASY TO UNDERSTANDTry and draw conclusion from seemingly trite obervation
  • HISTORICALLY MARKETING USED STORY TELLINGCONSUMERS HAVE ENGAGED IF ITS INFORMATIVE AND ENTERTAININGTHE DRIVER HERE IS ENTERTAINMENT
  • BEST ADS ARE EMOTIVEPOWERFULDRAMATIZEBELEIVABLE BRAND TRUTHIF YOU CAN INTERRUPT NOT MUCH CHANGED MAKING ADS LIKE THIS
  • DIGITAL CREATES OPPORTUNITIESPARTICPATION – SHARE A COKE, BEST JOB IN THE WORLD SOME OF BESTCOGNITVE BEHAVIOURAL HUGE POTENTIALMICH HARDER MORE COMPLEXALSO OPENS UP ‘ALWAYS ON’ BRAND OWNED CONTENTKEY DRIVERBEHIND XXXX ISLANDALWAYS ON HARD, COMPLEX AND CAN BE EXPENSIVEMANY INCLUDING ME NOT PREPRARED FORNOT ENTERTAINING DEAD IN THE WATER
  • SO TO THE SECOND ‘MARKETING NODE’ RELATIONSHIP MANAGEMENT. SERVICE BUSINESSES REWARDED CONSUMERS RETENTION. SCIENCE AND AN INFRASTRUCTURE BEHIND IT. AUDIENCE, DEMANDS SOME TYPE OF REWARD.PING ME MESSAGES EVERY WEEK, I WANT SOMETHING BACK NOT JUST A LINK TO THE YOUTUBE CLIP OF YOUR LATEST AD. HAS TO BE A VALUE EXCHANGE.WE ARE NO LONGER IN THE ENTERTAINMENT SPACE.
  • DIGITAL HAS PROFOUND IMPACT IN THIS SPACE, \\DATA TO DRIVE APPARENTLY TAILORED PERSONALISED MESSAGING. DEEPER ENGAGEMENT. KNOWING WHO I AM AND WHAT I LIKE ISN’T GOOD ENOUGH GIVE ME STUFF!OWN THE BILLING RELATIONSHIP. EASIERBANKS AND TELCOS. RAFTS OF DATA UPON WHICH TO BASE YOUR CAMPAIGNS AND OFFERS. FMCG BRANDS DON’T HAVE THAT LUXURY. HAVEN’T REALLY DEVELOPED DEEP EXPERTISE IN THIS FIELD.
  • Members loungeDIGITAL REWARDS PROGRAMMEBorrowed from VODA IN THE UKMOST OTHERS TELCOS IN A SIMILAR SPACEACTIVE MEMBERS SIGNIFICANTLY MORE LOYAL
  • MORE INTERESTING TO SEE MAJOR PRODUCT BRANDS IN THIS SPACETHIS IS COCA COLA AMATILS LOYALTY AND REWARD SITEFOR ENGAGING WITH A RAFT OF BRANDS AND PROPERTIES USERS GET DISCOUNTS OFFERSKNOW HOW AHR DIT IS TO DO PORTFOLIO WORK IN A BRAND BUSINESSMIGHT BE ACORN NO SURPRISE WORLDS CREATIVE COMPANIESBEYOND ENTERTAINMENT AND INTO REWARD
  • MOBILITY‘APP’ IN PARTICULAR NEW MARKETING ‘APPROACH’. SYSTEM BUILDING OR SOFTWARE DEVELOPMENT AS MARKETING. NICK LAW OF R/GA THE RISE OF SOFTWARE AS MEDIA CHANGES THE NATURE OF THE MARKETING. I BELIEVE THE GREATEST POTENTIAL TO CHANGE WHAT WE DO.RELIES ON THE NOTION OF UTILITY. USE YOUR MARKETING RATHER THAN CONSUME IT YOU BETTER MAKE IT USEFUL, BE DELETED. FAVORITE PIECES OF AUSSIE, UTILITY DRIVEN MARKETING.
  • MUTTERING GAMIFICATION DEVELOPERS HIPSTERS BEARD SURELY INVESTORVILLE IS A GAME? GAMING INHERENT IN THE DESIGN. FUN AND ENGAGING. NOT WHY THIS CAMPAIGN WORKS. USEFUL. NVESTORVILLE XBOX AND YOU’LL SEE JUST HOW GOOD A GAME IT ISN’T. MODERN ASPECT OF STORY TELLING. NOTENTERTAINING WON’T SUCCEED. DONE BADLY LACK-LUSTRE STORY TELLING NO REAL REASON TO ENGAGE. BRANDS CREATE (SOCIALLY) USEFUL APPLICATIONS CONSUMERS CHOOSE TO PULL
  • LITTLE EXPLANATIONDOMINATED BY B2C VLAUE CHAIN / VERTICAL INTEGRATIONCOMPLAIN ABOUT GLOBAL ONLINE RETAILLIKE MEDIA / WARMING DEAL WITH IT MOVE ONCOLES AND WOOLIES SQUEEZEPRODUCT BRADNS JOIN TRASNFORMATIONBARRIERS HIGH BUT RISK REWARDDIAGEO THIS WEEK ANNOUCE E COMMERCE SITE IN UK
  • CURIOUSLY AT THE EGG I AM TEACHING YOU TO SUCK, THERE’S ONE FURTHER STEP MAKES THIS APPROACH EVEN MORE INTERESTING. THAT’S WHAT HAPPENS IF WE CONNECT IT ALL TOGETHER.
  • TONGUE IN CHEEKHYPERTITLE NOT MEI’D HAVE GONE TO SOCAL MEDIATHINK SYSTEMICALLY
  • START TWO WAYSTORY COLLECT DATAINCENTIVISE THEM TO JOIN LOYATY REWARD FOR DATAPUSH CONTENTBRAND UTILITY APPDATA TRANSFORMSBEGIN TO TRANSACTMORE CONSUMERS MORE ACTIVE MORE LOYALLESS PAID MEDIA, LESS THIRD PARTY RETAIL
  • BRAND DATA CONNECTIONSUPER TIGHT BRAND LOSE SIGHT AD TO AD – NODE TO NODEWOULD SAY THIS – STRATEGY IMPORTANTDATA CENTRIC FEEDS SYSTEM. BIG DATA LEARNCONNECTION NOT ALL 4 BUT MORE = BETTER
  • THEORECTICHARD TO GRASP? FINAL THOUGHTBEST BRANDS ARE DOING IT NOT CALLED HYPEROBSERVATION AND ADMIRATIONDROWNING – RIDING WAVENESPRESSO GATORADE APPLEHAPPENINGFAVORITE EXAMPLE – TEN YEARS – START RUNNING
  • Transcript

    • 1. CLIMATE CHANGE managing the modern marketing landscape jon bradshaw, marketing novice ad:tech tuesday 12th march 2013 1
    • 2. THE IRONY OF TALKINGABOUT AUDIENCE WHENNOBODY EVER LISTENS TO YOU jon bradshaw, marketing novice ad:tech tuesday 12th march 2013 2
    • 3. WHY SOCIAL MEDIADOESN‟T WORK WHEN YOU‟VE GOT NO FRIENDS, JON jon bradshaw, marketing novice ad:tech tuesday 12th march 2013 3
    • 4. BIGMOUTH STRIKES AGAIN jon bradshaw, marketing novice ad:tech tuesday 12th march 2013 4
    • 5. FUUUCCCKKK! jon bradshaw, marketing novice ad:tech tuesday 12th march 2013 5
    • 6. CLIMATE CHANGE managing the modern marketing landscape jon bradshaw, marketing novice ad:tech tuesday 12th march 2013 6
    • 7. Why Climate Change? • The data is indisputable. There‟s a seismic shift underway. • A large number of people, especially the manufacturers of marketing fossil fuels, are in total denial about what‟s happening. • Nobody has a clue about what to do instead. • There are a heap of snake oil salesmen selling the marketing equivalent of wind-farms and hybrid cars.#ATSYD 7
    • 8. Today • Setting the platform on fire. • Why does some advertising work, but much of it doesn‟t? • How do we need to think to deal with the new environment?#ATSYD 8
    • 9. Jon BradshawMarketing Novice#ATSYD 9
    • 10. The role of marketing has not changed • Change consumers behaviour • To make the organisation more successful • For the long term#ATSYD 10
    • 11. There are only four tasks • Acquire new consumers. • Get current consumers to buy more (frequency or weight). • Keep those consumers loyal. • Increase the value of the brand so that we can charge more.#ATSYD 11
    • 12. The overarching process also hasn‟t changed Motivation Insightpositioning Truth Difference Brand Competition Positioningidentity Identity Engagement Connectionexecution Idea Channel Comprehension Execution#ATSYD 12
    • 13. Our role and process hasn‟t shifted, but our audience has begun to disappear#ATSYD 13
    • 14. We are screwed…#ATSYD 14
    • 15. The media landscape is changing fast#ATSYD 15
    • 16. It‟s easy to still believe in TV  52% say most memorable medium (Deloitte 2010)  87% reach of all Australians  Are we still warming ourselves when our house is on fire?#ATSYD 16
    • 17. The TV landscape in Australia is fragmenting beyond all recognition % Australians reached by media type Broadcast Time Shift All Online Streaming Pirate Online catch Up 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%• Traditional broadcast still has the best reach at 87% of all Australians.• But one third of those are watching time shifted TV.• 86% of time shifters skip ads.• Online viewing already has surprisingly good reach at 43%.#ATSYD 17
    • 18. „New‟ media not only has reach, it has depth Media hours viewed per week Broadcast Time Shift All Online Streaming Pirate Online catch Up 0 2 4 6 8 10 12 14 16 18 • Looking at actual consumption of media, online viewers consume as heavily as traditional viewers. • And are currently sourcing up to 6 hours a week of content from pirate channels.#ATSYD 18
    • 19. International data suggests time shifted will become the norm in broadcast media • Foxtel iQ penetration is around 35% • DVR / TiVo penetration in the US reached 63% of households with income over $100k. • 86% of viewers said they fast forwarded through the ads. DVR Penetration in the USA 60 50 40 30 20 10 0 2007 2008 2009 2010 2011 2012 2013#ATSYD 19
    • 20. Interruption is dead, (well at least very poorly) The audience is online, on demand and in control.#ATSYD 20
    • 21. The Problem with Target Tooheys Hahn and XXXX beers drunk in any one year = 1.5 billion Current total number of Facebook fans = 177,000 DNPFBFPD Index = 23.2#ATSYD 21
    • 22. The Problem with Aussie Gov‟t healthy drinking guidelines = 2 standard drinks / day FBFRTHT@2SDPD = 2.1 million A 1,200% increase#ATSYD 22
    • 23. The Problem with  3 x the number of fans of Coke in Australia  4 x the fans of McDonalds  13 x the number of fans of Julia Gillard or the Wallabies  25% of all active Facebook users in Australia#ATSYD 23
    • 24. The Problem with#ATSYD 24
    • 25. Digital is not (yet) the messiah “He‟s not the messiah, he‟s a very naughty boy”#ATSYD 25
    • 26. We have to change the question  From just  “what shall we say and do?”  “where shall we say it?”  To  “why will anyone want to listen and engage?#ATSYD 26
    • 27. We need to begin to think about „advertising‟ in four connected but different ways Story Telling story-telling Relationship Management relationship But the audience has different management reasons to engage in each of these four „nodes‟ System Building system building E-Commerce E-commerce Managing engagement is the secret to making it all work #ATSYD 27
    • 28. We used to rely on being entertaining to get people to care about our marketing brand story-telling entertainment source approach reason to engage• A brand creates stories that entertain.• The best ads work when we craft an entertaining, unexpected story about the brand that people can relate to. #ATSYD 28
    • 29. When you can interrupt the formula hasn‟t changed much Engaging, emotive story telling that simply and powerfully dramatizes a believable, motivating brand truth.#ATSYD 29
    • 30. Is this the last great ad I‟ll ever make? 30
    • 31. Digital creates opportunities and challenges. brand story-telling entertainment source approach reason to engage• Story telling in the digital channels, especially in owned media means we can make it participatory and always on• But always on creates a hungry content mouth to feed• Participation, whilst more effective is complex and hard to get right. #ATSYD 31
    • 32. XXXX Island – always on is hard (and can be expensive!)#ATSYD 32
    • 33. Relationship marketing relies on reward relationship brand reward management source approach reason to engage• Service brands have developed this discipline to a sophisticated level.• But historically product brands have at best dabbled round the edges of managing loyalty #ATSYD 33
    • 34. In relationship management, digital has again driven significant change relationship brand reward management source approach reason to engage• Digital has transformed this node from generic mass DM• To highly tailored data driven conversations with customers• But the increasing need for data has continued to intimidate brands who do not own the transactional relationship with the end user#ATSYD 34
    • 35. Service brands have been really building this capability#ATSYD 35
    • 36. Some product brands are now getting into loyalty and reward#ATSYD 36
    • 37. In the latter half of the noughties we saw a new advertising approach emerge – system building system brand utility building source approach reason to engage• In the mad rush of excitement about a new medium the question of why would anyone care has often been lost.• The best examples of software as advertising deliver real usefulness to the consumer, giving them a reason to engage.• Without that you‟re just another useless app in the trash folder.#ATSYD 37
    • 38. Investorville is useful!#ATSYD 38
    • 39. What about gamification?#ATSYD 39
    • 40. There is a growing aspect for many brands – e-commerce brand E-commerce transaction source approach reason to engage • Currently dominated by retail and service brands. • But as the Coles and Woolworths duopoly gets tougher • We may see many other players in this space.#ATSYD 40
    • 41. FMCG is moving into e-commerce#ATSYD 41
    • 42. As such marketing has evolved into four approaches or nodes. Each of the different ‘nodes’ works in a different wayAdvertising approach Consumer Behaves Reason to engage is Media is Digital facilitates Consumer result is (node) as Story Audience Entertainment Pushed Participation Consideration tellingRelationship management Recipient Reward Pushed and Pulled Personalisation Retention System User Utility Pulled Socialisation Involvement building E-Commerce Buyer Transaction Pushed Ease Consumption #ATSYD 42
    • 43. Introducing… ©™ The Hyper-connected Advertising Ecosystem ® (I told you I wasn‟t good at titles)#ATSYD 43
    • 44. Brand and Data connect all four nodes into an ecosystem Utility Real (social) usefulness System Building Personalised reward for loyalty Data fuelled insights Entertain Story Relationship ment telling brand Management Reward Always on, interactive story telling Data fuelled insights E- commerce Simple easy intuitive shopping Transaction#ATSYD 44
    • 45. What does it all mean? We need to develop Hyper-connected Advertising Ecosystems  BRAND. We have to get super tight on positioning and identity in order to have the freedom to be in all four nodes.  DATA. We have to scrape data at every interaction and make it useful and useable.  CONNECTION. Connecting the nodes is where the power is. Each approach builds the strength of the other. You have to build an ecosystem.#ATSYD 45
    • 46. “A slow sort of country” Change is inevitable. Truly successful brands have to move faster than the speed of change to stay in front. "Well, in our country," said Alice, still panting a little, "youd generally get to somewhere else — if you run very fast for a long time, as weve been doing.” "A slow sort of country!" said the Queen. "Now, here, you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that!” Lewis Carroll, Through the Looking Glass.#ATSYD 46
    • 47. Hyper connected advertising in practice#ATSYD 47
    • 48. thank you jon.bradshaw@brandtraction.com.au#ATSYD 48

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