Building Brands in a Post-Digital Age

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Some thoughts on marketing and branding on the web i the new post-digital age from your friends at Heat

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Building Brands in a Post-Digital Age

  1. 1. EXERCISES IN SELF-DESTRUCTION How to build brands in the post-digital age
  2. 2. THIS PRESENTATION WILL SELF-DESTRUCT IN 18 MONTHS
  3. 3. COMMITMENT
  4. 4. Top Digital Brands Are Committed to Reinvention
  5. 5. THE NEW THINGS IN 2010
  6. 6. Augmented Reality and 3D Social Media APIs Location Based Services Image and Voice Recognition Gestural Interfaces Real Time HTML 5 Structured Data and the Semantic Web
  7. 7. Understanding behavior is more important than understanding technology Seek technological inspiration from original sources A creative presentation typically isn’t the best venue to unveil a new technology Remember our competition is “Shazam” and “Avatar”
  8. 8. THE BALKANIZATION OF THE WEB
  9. 9. SOURCE: COMPETE
  10. 10. open standards THE WEB BEFORE
  11. 11. itunes yelp Google wikipedia mobile device OS facebook twitter THE WEB NOW
  12. 12. BEFORE NOW STANDARDS Open Proprietary (Mac OS, FBML) SEARCHABILITY Open to Google Walled Gardens REACH Anyone Members AD FORMATS Standardized Customized per platform TRACKING Cookies Profiles IDEAS That can live anywhere That are best for “x” SOURCE: FORRESTER
  13. 13. Destination sites are out. Distributable content is in. “Social Media Strategy” = “Digital Strategy” = “[X] Strategy” Channel planning and collaboration are critical Production got even harder
  14. 14. THE NEW WAY WE USE THE WEB
  15. 15. SOURCE: MORGAN STANLEY
  16. 16. READ THIS SWEET PRESO ON SLIDESHARE SOURCE: RALPH THE MAGICIAN AND DURANGO3000
  17. 17. THE NEW CRITERIA IN DIGITAL ADVERTISING
  18. 18. Good creative mimics the strengths and conventions of the media in which it lives
  19. 19. When we’re exposed to new technologies we tend to use it in new ways
  20. 20. That’s why digital advertising has tended to be like: a) Animated print ads b) More targetable DR mail c) Interactive TV spots
  21. 21. Entertainment and Usefulness
  22. 22. Entertainment and Usefulness FTW! FAIL
  23. 23. “Marketing as a service” is all the rage
  24. 24. But you don’t need a paradigm-shifting, data-driven social media-enabled idea to be relevant in digital marketing
  25. 25. Fuck Click Through Rates Treat banner ads as real estate for content and/or utility Experience design is essential for bringing ideas to life Expand our definition of “creative”
  26. 26. THE NEW PROCESS
  27. 27. 63% of CMOs believe traditional brand positioning and advertising is losing their effectiveness 75% of CMOs say they are planning on restructuring their organizations 87% say branding needs to be more flexible because business is more dynamic and fast moving 89% say their marketing is under more scrutiny than ever before SOURCE: FORRESTER, adolas, jupiter
  28. 28. SOURCE: DAVID ARMANO
  29. 29. The Composer & The DJ SOURCE: GARY STEIN. Thanks Gary!
  30. 30. SOURCE: Forrester
  31. 31. Champion medium-sized ideas Plan for spontaneity Bake in actionable metrics Build programs and platforms that can adapt over time
  32. 32. THE NEW POST-DIGITAL ERA
  33. 33. What happens when everything is digital?
  34. 34. A lot of the coolest digital stuff isn’t on a screen
  35. 35. “Post-ness” implies mastery of the conventions of the paradigm, and therefore the ability to break them.
  36. 36. What does this mean for... Assignments? Briefs? Ideas? Campaigns? Agencies?
  37. 37. Anyhow, for the next 18 months, lets think about: (Custom) content ideas that can live anywhere Iterative, data-informed programs and platforms Usefulness and usability Commitment to change
  38. 38. THANKS!

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