IN MARKETING + ADVERTISING WHAT’S NEXT
THE FUTURE  OF ADVERTISING
THERE ISN’T ANY.
THE END
J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K
THE FUTURE  OF MARKETING
TOPICS / AGENDA <ul><li>BRANDS </li></ul><ul><li>OLD MARKETING </li></ul><ul><li>NEW MARKETING </li></ul><ul><li>INNOVATIO...
BRANDS & BRANDING  HAVEN’T CHANGED
BRAND = COLLECTIVELY, WHAT  PEOPLE  SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.
BRANDING = USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND PERCEPTIONS OF, THE BRAND.
BRAND LOYALTY  WILL STILL BE  EARNED  OVER TIME  THROUGH   CONSISTENT   POSITIVE   EXPERIENCES  &  ENGAGEMENTS  WITH A PRO...
TREAT ME WELL, AND I’LL RETURN THE FAVOR.
OLD MARKETING
OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
 
THIS ISN’T WORKING.
“ I DON’T KNOW WHAT WE’RE YELLING ABOUT!!!”
A TIME FOR CHANGE <ul><li>“ We’re not in the business of keeping the media companies alive. We’re in the business of conne...
MODERN MARKETING
MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM
 
MODERN MARKETING <ul><li>“ [Digital] is the centerpiece of a broader campaign. I think that’s become a real integral part ...
HOW CAN YOU CREATE BRAND FANS?
DELIVER VALUE THROUGH MARKETING.
OR, MORE SIMPLY PUT…
MAKE PEOPLES’ LIVES BETTER.
O.K. SOUNDS SIMPLE ENOUGH.
SO HOW CAN WE DO THIS?
PRODUCT INNOVATION
BUILD THE MARKETING INTO THE PRODUCT.
MAKE THE  PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT.
MODERN MARKETING <ul><li>“ Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’...
MODERN MARKETING <ul><li>“ We think the future of advertising is great products that have marketing embedded in them.”  </...
MODERN MARKETING <ul><li>“ Coming up with product innovations. That's what we're setting out to do.” </li></ul><ul><li>Ste...
MODERN MARKETING <ul><li>“ Our belief is that marketing and product have converged. The consumer doesn’t separate the mark...
THE PRODUCT IS THE MARKETING
THE PRODUCT IS THE MARKETING
THE PRODUCT IS THE MARKETING
THE PRODUCT IS THE MARKETING
GREAT. BUT MY  PRODUCT ISN’T COOL.
WHAT CAN I DO???
WELL, FRANKLY YOU’RE SCREWED.
J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K
ADD VALUE THROUGH CONTENT.
CONTENT IS THE NEW CURRENCY
OR, AS TRACY MORGAN WOULD SAY
CONTENT IS THE NEW PRESIDENT, BITCH.
PEOPLE WILL PAY FOR GREAT CONTENT.
CONTENT IS THE NEW CURRENCY 1 Week = $1.6 Million Source:  Chicago Tribune / Leisure Blogs / Turn It Up -  http://leisureb...
BRANDS WILL PAY FOR GREAT CONTENT.
CONTENT IS THE NEW CURRENCY
CONTENT IS THE NEW CURRENCY <ul><li>“ [The agency’s job is to create] content so valuable and useful that [consumers] woul...
ENGAGEMENT
ENGAGEMENT <ul><li>“ The days of making funny things that may or may not have an effect on the client's business are endin...
ENGAGEMENT <ul><li>CP+B FOLK LORE / MYTHOLOGY: </li></ul><ul><li>ALEX BOGUSKY DOESN’T WANT TO SEE SCRIPTS ANYMORE. </li></...
ENGAGEMENT 16 QUARTERS OF CONSECUTIVE GROWTH Source:  BusinessWeek -  http://www.businessweek.com/the_thread/brandnewday/a...
ENGAGEMENT No. 1 seller in Personal Grooming category on Amazon.com for the first two months after launch. Source:  MediaP...
ENGAGEMENT
ENGAGEMENT
UTILITY
UTILITY <ul><li>“ [Branded Utility] is where the brand creates a commitment to a relationship. It’s where the brand create...
UTILITY <ul><li>“ When you create a utility, you're creating something that gives people time back. It becomes less about ...
UTILITY
UTILITY <ul><li>“ [Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application....
UTILITY
UTILITY
UTILITY
HOW DO WE CREATE THIS KIND OF MARKETING?
CREATING BETTER MARKETING <ul><li>“ We don’t ask consumers what they want. They don’t know. Instead we apply our brain pow...
CREATING BETTER MARKETING <ul><li>“ It's really hard to design products by focus groups. A lot of times, people don't know...
UNCOVER RICH CONSUMER INSIGHTS
OPPORTUNITY COMES FROM INSIGHTS <ul><li>“ Great work comes from insight, and we have always worked from insight. … We have...
HOW DO WE UNCOVER THESE INSIGHTS?
OBSERVE + LISTEN
TRADITIONAL METHODS <ul><li>FOCUS GROUPS </li></ul><ul><li>1x1 INTERVIEWS </li></ul><ul><li>ETHNOGRAPHIC STUDIES </li></ul...
EMERGING METHODS
DIGITAL ETHNOGRAPHY & ANTHROPOLOGY del.icio.us
COLLABORATION
COLLABORATION AGENCY CONSUMERS COMPANY INFORMATION & INPUT INSIGHTS  & IDEAS INNOVATION & CONTENT BETTER BRANDS
COLLABORATION
COLLABORATION
IF YOU ONLY REMEMBER ONE THING…
MODERN MARKETING = MAKING PEOPLES’ LIVES BETTER.
THE END
?s
IF YOU WANT TO READ MORE OF WHAT I’M THINKING… http://paulisakson.typepad.com/planning
THA NKS
IMAGE CREDITS IMG_6515 Tony de Marco Flickr Anonymous at Scientology in Los Angeles sklathill Flickr Brick Tamland Wallpap...
IMAGE CREDITS RCRD LBL_ + Widgets RCRD LBL rcrdlbl.com Whopper Freakout Burger King WhopperFreakout.com Shave Everywhere P...
IMAGE CREDITS Consumer Collaboration Paul Isakson [paul isakson] Kluster Kluster Kluster.com My Starbucks Idea Starbucks M...
CONTACT ME <ul><li>PAUL ISAKSON </li></ul><ul><li>Senior Strategic Planner  </li></ul><ul><li>space150 </li></ul><ul><li>h...
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Whats Next In Marketing Advertising 1206247156803190 3

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  • Just wanted to share a few thoughts today on where things are moving. This isn’t the long-term outlook so much as the direction stuff is shifting today thanks to the growing realization of the power the Web holds to tell stories, engage people, and give them things that are more relevant and useful as far as brands are concerned.
  • Transcript of "Whats Next In Marketing Advertising 1206247156803190 3"

    1. 1. IN MARKETING + ADVERTISING WHAT’S NEXT
    2. 2. THE FUTURE OF ADVERTISING
    3. 3. THERE ISN’T ANY.
    4. 4. THE END
    5. 5. J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K
    6. 6. THE FUTURE OF MARKETING
    7. 7. TOPICS / AGENDA <ul><li>BRANDS </li></ul><ul><li>OLD MARKETING </li></ul><ul><li>NEW MARKETING </li></ul><ul><li>INNOVATION </li></ul><ul><li>ENGAGEMENT </li></ul><ul><li>UTILITY </li></ul><ul><li>INSIGHT </li></ul>
    8. 8. BRANDS & BRANDING HAVEN’T CHANGED
    9. 9. BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.
    10. 10. BRANDING = USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND PERCEPTIONS OF, THE BRAND.
    11. 11. BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH A PRODUCT, SERVICE OR COMPANY.
    12. 12. TREAT ME WELL, AND I’LL RETURN THE FAVOR.
    13. 13. OLD MARKETING
    14. 14. OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
    15. 16. THIS ISN’T WORKING.
    16. 17. “ I DON’T KNOW WHAT WE’RE YELLING ABOUT!!!”
    17. 18. A TIME FOR CHANGE <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
    18. 19. MODERN MARKETING
    19. 20. MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM
    20. 22. MODERN MARKETING <ul><li>“ [Digital] is the centerpiece of a broader campaign. I think that’s become a real integral part of how we use the web, moving beyond just promoting web addresses in TV spots or print ads to really making them a critical part of the storytelling for the brands.” </li></ul><ul><li>Rob Master </li></ul><ul><li>Media Director, North America </li></ul><ul><li>Unilever </li></ul><ul><li>March 2008 </li></ul>Source: Advertising Age - http://adage.com/article?article_id=125663
    21. 23. HOW CAN YOU CREATE BRAND FANS?
    22. 24. DELIVER VALUE THROUGH MARKETING.
    23. 25. OR, MORE SIMPLY PUT…
    24. 26. MAKE PEOPLES’ LIVES BETTER.
    25. 27. O.K. SOUNDS SIMPLE ENOUGH.
    26. 28. SO HOW CAN WE DO THIS?
    27. 29. PRODUCT INNOVATION
    28. 30. BUILD THE MARKETING INTO THE PRODUCT.
    29. 31. MAKE THE PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT.
    30. 32. MODERN MARKETING <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
    31. 33. MODERN MARKETING <ul><li>“ We think the future of advertising is great products that have marketing embedded in them.” </li></ul><ul><li>Jeff Hicks </li></ul><ul><li>CEO </li></ul><ul><li>Crispin Porter + Bogusky </li></ul><ul><li>October 2006 </li></ul>Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/
    32. 34. MODERN MARKETING <ul><li>“ Coming up with product innovations. That's what we're setting out to do.” </li></ul><ul><li>Steven Marrs </li></ul><ul><li>Vice Chairman </li></ul><ul><li>Global Head of Digital and Branded Content </li></ul><ul><li>NITRO </li></ul><ul><li>April 2007 </li></ul>Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
    33. 35. MODERN MARKETING <ul><li>“ Our belief is that 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
    34. 36. THE PRODUCT IS THE MARKETING
    35. 37. THE PRODUCT IS THE MARKETING
    36. 38. THE PRODUCT IS THE MARKETING
    37. 39. THE PRODUCT IS THE MARKETING
    38. 40. GREAT. BUT MY PRODUCT ISN’T COOL.
    39. 41. WHAT CAN I DO???
    40. 42. WELL, FRANKLY YOU’RE SCREWED.
    41. 43. J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K
    42. 44. ADD VALUE THROUGH CONTENT.
    43. 45. CONTENT IS THE NEW CURRENCY
    44. 46. OR, AS TRACY MORGAN WOULD SAY
    45. 47. CONTENT IS THE NEW PRESIDENT, BITCH.
    46. 48. PEOPLE WILL PAY FOR GREAT CONTENT.
    47. 49. CONTENT IS THE NEW CURRENCY 1 Week = $1.6 Million Source: Chicago Tribune / Leisure Blogs / Turn It Up - http://leisureblogs.chicagotribune.com/turn_it_up/2008/03/reznors-one-wee.html
    48. 50. BRANDS WILL PAY FOR GREAT CONTENT.
    49. 51. CONTENT IS THE NEW CURRENCY
    50. 52. CONTENT IS THE NEW CURRENCY <ul><li>“ [The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it.” </li></ul><ul><li>Jeff Hicks </li></ul><ul><li>CEO </li></ul><ul><li>Crispin Porter + Bogusky </li></ul><ul><li>October 2006 </li></ul>Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/
    51. 53. ENGAGEMENT
    52. 54. ENGAGEMENT <ul><li>“ The days of making funny things that may or may not have an effect on the client's business are ending.” </li></ul><ul><li>Jeff Benjamin </li></ul><ul><li>Interactive Creative Director </li></ul><ul><li>Crispin Porter + Bogusky </li></ul><ul><li>March 2008 </li></ul>Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd
    53. 55. ENGAGEMENT <ul><li>CP+B FOLK LORE / MYTHOLOGY: </li></ul><ul><li>ALEX BOGUSKY DOESN’T WANT TO SEE SCRIPTS ANYMORE. </li></ul><ul><li>“ DON’T SHOW ME A SCRIPT. SHOW ME THE PRESS RELEASE.” </li></ul><ul><li>IT’S ALL ABOUT HOW PEOPLE WILL ENGAGE - WHY THEY WILL FIND IT INTERESTING & PARTICIPATE. </li></ul>Source: Life Moves Pretty Fast - http://ameliatorode.typepad.com/life_moves_pretty_fast/2008/01/dont-write-me-a.html
    54. 56. ENGAGEMENT 16 QUARTERS OF CONSECUTIVE GROWTH Source: BusinessWeek - http://www.businessweek.com/the_thread/brandnewday/archives/2008/02/crispin_downloa_1.html
    55. 57. ENGAGEMENT No. 1 seller in Personal Grooming category on Amazon.com for the first two months after launch. Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=53172
    56. 58. ENGAGEMENT
    57. 59. ENGAGEMENT
    58. 60. UTILITY
    59. 61. UTILITY <ul><li>“ [Branded Utility] is where the brand creates a commitment to a relationship. It’s where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life.” </li></ul><ul><li>Benjamin Palmer </li></ul><ul><li>CEO / Owner </li></ul><ul><li>The Barbarian Group </li></ul><ul><li>October 2006 </li></ul>Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html
    60. 62. UTILITY <ul><li>“ When you create a utility, you're creating something that gives people time back. It becomes less about information as pollution and more about information to help people get through life.” </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>March 2008 </li></ul>Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd
    61. 63. UTILITY
    62. 64. 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
    63. 65. UTILITY
    64. 66. UTILITY
    65. 67. UTILITY
    66. 68. HOW DO WE CREATE THIS KIND OF MARKETING?
    67. 69. CREATING BETTER MARKETING <ul><li>“ We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, then make sure we’re there, ready.” </li></ul><ul><li>Akio Morita </li></ul><ul><li>Co-Founder </li></ul><ul><li>Sony Corporation </li></ul>Source: Truth, Lies & Advertising / Jon Steel / page 189 ( found via Meme Huffer- http://memehuffer.typepad.com/meme_huffer/2007/12/great-quotes-fo.html )
    68. 70. CREATING BETTER MARKETING <ul><li>“ It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.” </li></ul><ul><li>Steve Jobs </li></ul><ul><li>Co-Founder, Chairman & CEO </li></ul><ul><li>Apple </li></ul><ul><li>May 1998 </li></ul>Source: BusinessWeek - http://www.businessweek.com/1998/21/b3579165.htm
    69. 71. UNCOVER RICH CONSUMER INSIGHTS
    70. 72. OPPORTUNITY COMES FROM INSIGHTS <ul><li>“ Great work comes from insight, and we have always worked from insight. … We have a vision of ourselves becoming the lead agency for the digital age. Insights are going to come in so many different ways. We’d like to pride ourselves on the ability to capitalize on them.” </li></ul><ul><li>Laura Lang </li></ul><ul><li>CEO </li></ul><ul><li>Digitas USA </li></ul><ul><li>March 2008 </li></ul>Source: Advertising Age - http://adage.com/article?article_id=125670
    71. 73. HOW DO WE UNCOVER THESE INSIGHTS?
    72. 74. OBSERVE + LISTEN
    73. 75. TRADITIONAL METHODS <ul><li>FOCUS GROUPS </li></ul><ul><li>1x1 INTERVIEWS </li></ul><ul><li>ETHNOGRAPHIC STUDIES </li></ul><ul><li>CULTURAL ANTHROPOLOGY </li></ul><ul><li>SURVEYS </li></ul><ul><li>USABILITY TESTING / LABS </li></ul>
    74. 76. EMERGING METHODS
    75. 77. DIGITAL ETHNOGRAPHY & ANTHROPOLOGY del.icio.us
    76. 78. COLLABORATION
    77. 79. COLLABORATION AGENCY CONSUMERS COMPANY INFORMATION & INPUT INSIGHTS & IDEAS INNOVATION & CONTENT BETTER BRANDS
    78. 80. COLLABORATION
    79. 81. COLLABORATION
    80. 82. IF YOU ONLY REMEMBER ONE THING…
    81. 83. MODERN MARKETING = MAKING PEOPLES’ LIVES BETTER.
    82. 84. THE END
    83. 85. ?s
    84. 86. IF YOU WANT TO READ MORE OF WHAT I’M THINKING… http://paulisakson.typepad.com/planning
    85. 87. THA NKS
    86. 88. IMAGE CREDITS IMG_6515 Tony de Marco Flickr Anonymous at Scientology in Los Angeles sklathill Flickr Brick Tamland Wallpaper Anchorman The Movie Web Site Brick Wallpaper Bloc Party Crowd @ Ogden Theatre Paul Isakson Flickr Google Screen Grab Google Google.com iPhone e-Learning content authoring Google Loves The iPhone Wii Networking Audio/Video X-OOM Software Brings Media Streaming To The Wii Starbucks Coffee Boston.com Aging Music Heroes' Haven Tracy Morgan Saturday Night Live Black Is The New President, Bitch Ghosts I - IV Nine Inch Nails Ghosts.nin.com
    87. 89. IMAGE CREDITS RCRD LBL_ + Widgets RCRD LBL rcrdlbl.com Whopper Freakout Burger King WhopperFreakout.com Shave Everywhere Philips / Norelco ShaveEverywhere.com The Coke Zero Game Coca-Cola Company CokeZeroGame.com The Coke Zero Game Coca-Cola Company CokeZeroGame.com Nike+ Healthy Living NYC Every Step You Take... Domino’s Pizza Builder Domino’s Pizza Dominos.com Domino’s BFD Pizza Builder Adverblog & Domino’s Pizza Domino's Pizza Builder & Dominos.com My Vegas Logic + Emotion My Vegas Is Showing: Brand Utility + Event Based Social Networking Digital Ethnography + Anthropology All logos taken from their respective Web sites.
    88. 90. IMAGE CREDITS Consumer Collaboration Paul Isakson [paul isakson] Kluster Kluster Kluster.com My Starbucks Idea Starbucks MyStarbucksIdea.com
    89. 91. CONTACT ME <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>

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