Cutler Standing On The Horizon At Baruch

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David Cutler is a guest speaker at the Baruch MBA program

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  • So… the future of advertising…
  • Now, let’s chat about the future outlook for marketing…
  • Total paradigm shift- this is a map of the Internet. It is not linear. It is not a pyramid.
  • … and AQKA says it’s all one thing now - there is no separation between the marketing experience and the product experience… I think a few of you are Halo fans, look at what they did with the marketing for Halo 3 and how that was an experience akin to the game…
  • All about pushing things out at people. A one way process. Shove, shout, sell.
  • Instead of using marketing to shove things out and yell, it’s about creating things that draw people in. Things that make them want to come learn/see/engage more.
  • Smart brands are looking for ways to change that. If people are tuning out the noise, then it’s time to look for new ways that will help us connect better…
  • People are broadly and publicly sharing more about their lives than ever before. We can learn a lot about what people want and need simply by looking at what they’re sharing…
  • How can we create fans for our clients’ brands? How can we make our clients the rock stars that drew the crowd in the image a few slides back?
  • By helping them deliver more value around their products and services through their marketing.
  • Save them time. Save them energy. Give them something useful. Help them learn something. Give them a story to tell others… do little things that make their days a little better. A little easier to get through.
  • … Well, one of the ways agencies can help companies is in the area of product innovation. Applying creative insight to the product development process is an area agencies can add value to their clients…
  • So…
  • … Seth Godin was talking about this long ago…
  • Think back… How many of you found out about Google from an ad? Now how many found out because someone told you about it?
  • … the iPhone… even though they do advertise it, look at what the ads do… they show you how you can USE it to make life better…
  • R/GA helped Nike do this in creating Nike+
  • It’s not advertising. It’s an application, like Barbarian was talking about…
  • So, what if your product isn’t innately cool?
  • Now, how can we help our clients create this kind of marketing?
  • Watch how people behave. How they shop. How they use things. How they go through a web site. How they play a game. Ask them questions. Listen. Ask more questions. Listen twice as much… Notice and note the areas that could be improved …
  • Another interesting thing brands can do is collaborate more closely with their agencies and customers/consumers - especially in the area of product innovation that we talked about before…
  • Another interesting thing brands can do is collaborate more closely with their agencies and customers/consumers - especially in the area of product innovation that we talked about before…
  • The Web is enabling collaboration to take place easier and quicker… companies can share information with consumers and get their input directly … agencies can pull insights out of that information exchange as well as get quick feedback on ideas as they develop… the agency and company can then take the learnings and insights to create things people need or want, even if they didn’t realize these things when they were talking to them… this goes along with a growing idea in the planner blog world for Brands in Beta … where brands are constantly tweaking and improving by getting real-time, on-going feedback from consumers… But to the earlier quotes from Sony and Apple… the web is enabling people to now know more about what they didn’t know. As this continues, brands can get even better insights and feedback, which is going on right now…
  • Starbucks is putting this into action as well. They’ve been under scrutiny lately and now they’re looking to get ideas from passionate Starbucks drinkers.
  • Enhance the product through content
  • Let’s look at the music industry, where “nobody buys music anymore”
  • … I’ve probably gone just over my 15-minutes… (sorry Ben) … but I’ll close it up and ask that if you only remember one thing from all of this…
  • Think about this on whatever you’re creating now and next… how can we make this make peoples’ lives better…
  • Cutler Standing On The Horizon At Baruch

    1. 1. Standing On The Horizon 9/17/2008 A discussion about new media DIGITAL (INTERNET) MARKETING (MKT 9780) Instructor: Dorian Benkoil Guest Speaker David Cutler Oasis Technology Partners www.otpartners.com
    2. 2. Partially Inspired And Completely Approved By <ul><li>PAUL ISAKSON </li></ul><ul><li>Senior Strategic Planner </li></ul><ul><li>space150 </li></ul><ul><li>http://www.paulisakson.com/ </li></ul><ul><li>[email_address] </li></ul>Most Images are under
    3. 3. What’s on the Marketing Horizon What’s on the Marketing Horizon?
    4. 4. You Are Standing On It
    5. 5. THE FUTURE OF ADVERTISING
    6. 6. THERE ISN’T ANY.
    7. 7. THE END
    8. 8. THE FUTURE OF MARKETING IS HERE…
    9. 10. <ul><li>“ Marketing and product have converged. The consumer doesn’t separate the marketing experience from the product experience.” </li></ul><ul><li>Ajaz Ahmed </li></ul><ul><li>Founder & Chairman </li></ul><ul><li>AQKA </li></ul><ul><li>March 2008 </li></ul>Source: Advertising Age - http://adage.com/article?article_id=125664
    10. 12. Transparency = Trust With No Choice <ul><li>T </li></ul>The Word
    11. 13. <ul><li>It Used To Be Called Honesty </li></ul>
    12. 14. OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
    13. 15. NEW MARKETING PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM
    14. 16. Shift <ul><li>“ We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” </li></ul><ul><li>Trevor Edwards </li></ul><ul><li>Vice President, Global Brand & Category Management </li></ul><ul><li>Nike </li></ul><ul><li>October 2007 </li></ul>Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html
    15. 17. Chaos 2.0 <ul><li>“… consider something barely imaginable: </li></ul><ul><li>a post-apocalyptic media world substantially </li></ul><ul><li>devoid of brand advertising as we have long </li></ul><ul><li>known it … </li></ul><ul><li>It’s a world in which Canadian trees are left </li></ul><ul><li>standing and broadcast towers aren’t. </li></ul><ul><li>It’s a world in which consumer engagement </li></ul><ul><li>occurs without consumer interruption, </li></ul><ul><li>in which listening trumps dictating, in which the internet is a dollar store for movies and series, in which ad agencies are marginalized and Cannes is deserted in the third week of June. </li></ul><ul><li>It is a world, to be specific, in which marketing — and even branding — are conducted without much reliance on the 30-second spot or glossy spread.” </li></ul>
    16. 18. What Can You Do About It?
    17. 19. Fish Where The Fish Are… Be The Fish
    18. 20. Join The Playground del.icio.us
    19. 21. What They Want Versus What You Want
    20. 22. My References – Business Development <ul><li>Alliance Agent… Biz Dev… Sales with: </li></ul>Strategic, Creative, & Digital Technology
    21. 24. Learn What You Know www.EatMedia.com
    22. 25. New Ways of Thinking
    23. 27. www.Cluetrain.com <ul><li>1- Markets are conversations </li></ul><ul><li>2- Almost all marketing and marketers are evil </li></ul><ul><li>3- Almost all big businesses have no clue how to satisfy their customers </li></ul>
    24. 29. Crossing The Chasm
    25. 30. Amazon.com
    26. 32. HOW CAN YOU CREATE BRAND FANS?
    27. 33. DELIVER VALUE THROUGH MARKETING.
    28. 34. OR, MORE SIMPLY PUT…
    29. 35. MAKE PEOPLES’ LIVES BETTER.
    30. 36. SO HOW CAN WE DO THIS?
    31. 37. PRODUCT INNOVATION
    32. 38. BUILD THE MARKETING INTO THE PRODUCT.
    33. 39. MAKE THE PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT.
    34. 40. Be Remarkable <ul><li>“ Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.” </li></ul><ul><li>Seth Godin </li></ul><ul><li>Author / Speaker / Marketing Expert </li></ul><ul><li>Purple Cow </li></ul><ul><li>2002 </li></ul>Source: Purple Cow / Seth Godin / Page 3
    35. 41. THE (VALUABLE) PRODUCT IS THE MARKETING
    36. 42. THE (COOL) PRODUCT IS THE MARKETING
    37. 43. THE (UNIQUE) PRODUCT IS THE MARKETING
    38. 44. The (UTILITY) PODUCT IS THE MARKETING
    39. 45. UTILITY <ul><li>“ [Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.” </li></ul><ul><li>Nick Law </li></ul><ul><li>Chief Creative Officer, North America </li></ul><ul><li>R/GA </li></ul><ul><li>April 2007 </li></ul>Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
    40. 46. What Works (Thanks Code + Theory)
    41. 47. GREAT. BUT MY PRODUCT ISN’T COOL.
    42. 48. WHAT CAN I DO???
    43. 49. WELL, FRANKLY YOU’RE SCREWED.
    44. 50. <ul><li>Pause For Effect … </li></ul>
    45. 51. HOW DO WE CREATE THIS KIND OF MARKETING?
    46. 52. OBSERVE + LISTEN
    47. 53. ENGAGE
    48. 54. ASK THEM! Duh.
    49. 55. <ul><li>The Key Value of the Internet … </li></ul><ul><li>Easier Collaboration </li></ul>
    50. 56. COLLABORATION AGENCY CONSUMERS COMPANY INFORMATION & INPUT INSIGHTS & IDEAS INNOVATION & CONTENT BETTER BRANDS
    51. 57. COLLABORATION
    52. 58. We Trust Each Other Most – So…?
    53. 59. Crowd Sourcing With Revenue $haring
    54. 60. You Are In The Right Market
    55. 61. ADD VALUE THROUGH CONTENT.
    56. 62. THEY WILL PAY FOR GREAT CONTENT.
    57. 63. CONTENT IS THE NEW CURRENCY
    58. 65. A Startup with the right ingredients… <ul><li>Remarkable </li></ul><ul><li>Replaces Something Inferior </li></ul><ul><li>- Saves Time </li></ul><ul><li>- Makes Life Easier </li></ul><ul><li>3.Long Tail Business Model </li></ul>
    59. 66. A Marketplace for remote access application support www. HelpGuest .com
    60. 67. IF YOU ONLY REMEMBER ONE THING…
    61. 68. NEW MARKETING = MAKING PEOPLES’ LIVES BETTER.
    62. 69. <ul><li>THANKS! </li></ul><ul><li>David Cutler </li></ul><ul><li>Oasis Technology Partners </li></ul><ul><li>www.otpartners.com </li></ul><ul><li>[email_address] </li></ul><ul><li>www.EatMedia.com </li></ul>

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