?
                     WHATʼS
                     NEXT IN
                     MARKETING

                     AND
      ...
An Updated Look
                     At The Future
                     Of Marketing
                     And Advertising
...
What we’ll cover:
                     Where we are today
                     The future of marketing is...
             ...
Where we are today




©2009 Paul Isakson
"Your clients are in

              THINGS (STILL)
                     trouble. They are looking
                     to ...
"Your clients are in
                     trouble. They are looking
                     to you to save them. The
        ...
Investors and marketers are
                     irrationally overvaluing brands


©2009 Paul Isakson
©2009 Paul Isakson   WARC // http://www.warc.com/News/TopNews.asp?ID=25440
gaping void // hugh macleod
©2009 Paul Isakson   brandtags.net
cheap
         piss
©2009 Paul Isakson   brandtags.net
gross
          crap
©2009 Paul Isakson   brandtags.net
watery
            redneck
            yuck
©2009 Paul Isakson    brandtags.net
swill
                     funny
                     white
                     trash
                     shit
©2009 Pau...
©2009 Paul Isakson
                     Flickr // Jill Greenseth
©2009 Paul Isakson   Flickr // Illetirres
PEOPLE’S
               BEHAVIORS ARE
               CHANGING

©2009 Paul Isakson
                               Flickr //...
THE WAY PEOPLE
          SHOP HAS EVOLVED


©2009 Paul Isakson      Flickr // prettywar-stl
“A revolution doesn't
                     happen when a society
                     adopts new tools. It
               ...
“A revolution doesn't

                A REVOLUTION
                       happen when a society
                       ad...
IT’S TIME FOR
               MARKETERS TO
               ADOPT NEW
               BEHAVIORS
©2009 Paul Isakson            ...
THE FUTURE OF
               MARKETING IS NOT
               ABOUT DOING AND
               SAYING THINGS
               T...
THE FUTURE OF
              MARKETING IS
              ABOUT DOING
              THINGS WITH AND
              FOR PEOPLE
...
What does that mean?




©2009 Paul Isakson
©2009 Paul Isakson   Flickr // mädchenkrawall
©2009 Paul Isakson
                     J/K
THE FUTURE OF
          MARKETING IS
          COLLABORATIVE

©2009 Paul Isakson
©2009 Paul Isakson
                     Nike Chalkbot
THE FUTURE OF
          MARKETING IS
          GENEROUS

©2009 Paul Isakson
©2009 Paul Isakson
                     Toms Shoes
THE FUTURE OF
          MARKETING IS
          EXPERIMENTAL

©2009 Paul Isakson
Best Buy / Twelpforce
©2009 Paul Isakson
THE FUTURE OF
          MARKETING IS
          HELPFUL

©2009 Paul Isakson
IBM Seer
©2009 Paul Isakson
THE FUTURE OF
          MARKETING IS
          PLAYFUL

©2009 Paul Isakson
T-Mobile (U.K.)
©2009 Paul Isakson
THE FUTURE OF
          MARKETING IS
          PERSONAL

©2009 Paul Isakson
©2009 Paul Isakson   BK.com
THE FUTURE OF
          MARKETING IS
          HONEST

©2009 Paul Isakson
©2009 Paul Isakson
                     http://www.guardian.co.uk/technology/blog/2009/jul/24/amazon-drm
THE FUTURE OF
          MARKETING IS
          PARTICIPATORY

©2009 Paul Isakson
©2009 Paul Isakson
                     Mad Men on Twitter
How can we get there?




©2009 Paul Isakson
THE PRODUCT
           IS THE MARKETING
©2009 Paul Isakson
MAKE BETTER
           PRODUCTS
©2009 Paul Isakson
COMMIT TO SOMETHING
          BIGGER THAN YOURSELF
©2009 Paul Isakson
                           Flickr // milena mihaylova
IF YOU THINK THE
WORLD IS AN AUDIENCE


                      EHT KNIHT
                     .ETISOPPO
©2009 Paul Isakson ...
©2009 Paul Isakson   Flickr // striatic
Listen for rich
                     insights related to
                     your brand about
                     what p...
LISTEN
 FOR
 WAYS
 TO
 MAKE
 YOUR
 _______
 BETTER.

©2009 Paul Isakson   Flickr // Patricil
©2009 Paul Isakson   Flickr // paulisakson
THE BEST WAY TO
     GET PEOPLE TO DO
     STUFF WITH YOU, IS
     TO FIRST JOIN THEM
     IN WHAT THEY ARE
     ALREADY D...
DO THINGS WORTH
 TALKING ABOUT.




©2009 Paul Isakson   Flickr // moriza
"Your brand is no stronger than your
                     reputation — and will increasingly depend
                     o...
IT’S NOT WHAT
      YOU SAY THAT
      MATTERS, IT’S
      WHAT YOU DO.
©2009 Paul Isakson   Paul Isakson - paulisakson.com
©2009 Paul Isakson
                     ?s
Thank You




©2009 Paul Isakson
To keep the conversation going...




©2009 Paul Isakson
Paul Isakson
                     Head of Strategy
                     space150

                     blog / paulisakson....
?
                     WHATʼS
                     NEXT IN
                     MARKETING

                     AND
      ...
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Future of Marketing and Advertising

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What's Next in Marketing and Advertising. The Future of Marketing 2009.

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Future of Marketing and Advertising

  1. 1. ? WHATʼS NEXT IN MARKETING AND ADVERTISING 2009 ©2009 Paul Isakson
  2. 2. An Updated Look At The Future Of Marketing And Advertising by Paul Isakson Head of Strategy space150 paulisakson.com ©2009 Paul Isakson
  3. 3. What we’ll cover: Where we are today The future of marketing is... Getting there ©2009 Paul Isakson
  4. 4. Where we are today ©2009 Paul Isakson
  5. 5. "Your clients are in THINGS (STILL) trouble. They are looking to you to save them. The ad inventory that has AREN’T WORKING been sold for the last 50 years no longer works, LIKE THEY and marketers have started to figure that out." USED TOJohn Stratton CMO Verizon Wireless ©2009 Paul Isakson
  6. 6. "Your clients are in trouble. They are looking to you to save them. The ad inventory that has been sold for the last 50 years no longer works, and marketers have started to figure that out." John Stratton CMO Verizon Wireless ©2009 Paul Isakson
  7. 7. Investors and marketers are irrationally overvaluing brands ©2009 Paul Isakson
  8. 8. ©2009 Paul Isakson WARC // http://www.warc.com/News/TopNews.asp?ID=25440
  9. 9. gaping void // hugh macleod
  10. 10. ©2009 Paul Isakson brandtags.net
  11. 11. cheap piss ©2009 Paul Isakson brandtags.net
  12. 12. gross crap ©2009 Paul Isakson brandtags.net
  13. 13. watery redneck yuck ©2009 Paul Isakson brandtags.net
  14. 14. swill funny white trash shit ©2009 Paul Isakson brandtags.net
  15. 15. ©2009 Paul Isakson Flickr // Jill Greenseth
  16. 16. ©2009 Paul Isakson Flickr // Illetirres
  17. 17. PEOPLE’S BEHAVIORS ARE CHANGING ©2009 Paul Isakson Flickr // jurvetson
  18. 18. THE WAY PEOPLE SHOP HAS EVOLVED ©2009 Paul Isakson Flickr // prettywar-stl
  19. 19. “A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
  20. 20. “A revolution doesn't A REVOLUTION happen when a society adopts new tools. It happens when society IS IN PROCESS adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson
  21. 21. IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS ©2009 Paul Isakson Flickr // Andrew Huff
  22. 22. THE FUTURE OF MARKETING IS NOT ABOUT DOING AND SAYING THINGS TO PEOPLE ©2009 Paul Isakson Flickr // Arnisto.com
  23. 23. THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE ©2009 Paul Isakson
  24. 24. What does that mean? ©2009 Paul Isakson
  25. 25. ©2009 Paul Isakson Flickr // mädchenkrawall
  26. 26. ©2009 Paul Isakson J/K
  27. 27. THE FUTURE OF MARKETING IS COLLABORATIVE ©2009 Paul Isakson
  28. 28. ©2009 Paul Isakson Nike Chalkbot
  29. 29. THE FUTURE OF MARKETING IS GENEROUS ©2009 Paul Isakson
  30. 30. ©2009 Paul Isakson Toms Shoes
  31. 31. THE FUTURE OF MARKETING IS EXPERIMENTAL ©2009 Paul Isakson
  32. 32. Best Buy / Twelpforce ©2009 Paul Isakson
  33. 33. THE FUTURE OF MARKETING IS HELPFUL ©2009 Paul Isakson
  34. 34. IBM Seer ©2009 Paul Isakson
  35. 35. THE FUTURE OF MARKETING IS PLAYFUL ©2009 Paul Isakson
  36. 36. T-Mobile (U.K.) ©2009 Paul Isakson
  37. 37. THE FUTURE OF MARKETING IS PERSONAL ©2009 Paul Isakson
  38. 38. ©2009 Paul Isakson BK.com
  39. 39. THE FUTURE OF MARKETING IS HONEST ©2009 Paul Isakson
  40. 40. ©2009 Paul Isakson http://www.guardian.co.uk/technology/blog/2009/jul/24/amazon-drm
  41. 41. THE FUTURE OF MARKETING IS PARTICIPATORY ©2009 Paul Isakson
  42. 42. ©2009 Paul Isakson Mad Men on Twitter
  43. 43. How can we get there? ©2009 Paul Isakson
  44. 44. THE PRODUCT IS THE MARKETING ©2009 Paul Isakson
  45. 45. MAKE BETTER PRODUCTS ©2009 Paul Isakson
  46. 46. COMMIT TO SOMETHING BIGGER THAN YOURSELF ©2009 Paul Isakson Flickr // milena mihaylova
  47. 47. IF YOU THINK THE WORLD IS AN AUDIENCE EHT KNIHT .ETISOPPO ©2009 Paul Isakson Paul Isakson - paulisakson.com
  48. 48. ©2009 Paul Isakson Flickr // striatic
  49. 49. Listen for rich insights related to your brand about what people really want and need. ©2009 Paul Isakson Flickr // EssG
  50. 50. LISTEN FOR WAYS TO MAKE YOUR _______ BETTER. ©2009 Paul Isakson Flickr // Patricil
  51. 51. ©2009 Paul Isakson Flickr // paulisakson
  52. 52. THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU, IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING. ©2009 Paul Isakson
  53. 53. DO THINGS WORTH TALKING ABOUT. ©2009 Paul Isakson Flickr // moriza
  54. 54. "Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled." Allan Jenkins Global Communications Consultant ©2009 Paul Isakson More Info: http://allanjenkins.typepad.com/my_weblog/
  55. 55. IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  56. 56. ©2009 Paul Isakson ?s
  57. 57. Thank You ©2009 Paul Isakson
  58. 58. To keep the conversation going... ©2009 Paul Isakson
  59. 59. Paul Isakson Head of Strategy space150 blog / paulisakson.com twitter / @paulisakson email / paul.isakson@gmail.com ©2009 Paul Isakson
  60. 60. ? WHATʼS NEXT IN MARKETING AND ADVERTISING 2009 ©2009 Paul Isakson
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