Your SlideShare is downloading. ×
0
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
The New Marketing Landscape By Dan Pankraz
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The New Marketing Landscape By Dan Pankraz

11,845

Published on

A presentation on the new media landscape affecting modern brands. Created using other great slideshare presentations, this presentation showcases some great brands who 'get' modern day marketing

A presentation on the new media landscape affecting modern brands. Created using other great slideshare presentations, this presentation showcases some great brands who 'get' modern day marketing

Published in: Business, Technology
1 Comment
28 Likes
Statistics
Notes
No Downloads
Views
Total Views
11,845
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
774
Comments
1
Likes
28
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Transcript

    • 1. THE NEW MARKETING LANDSCAPE A presentation by Dan Pankraz Senior Planner Clemenger BBDO, Sydney 8 th September 2008
    • 2. THANKS FOR THE INSPIRATION
      • This presentation has been developed using elements from the following people’s slideshare presentations and blogs:
        • Paul Isakson http://paulisakson.typepad.com/planning/
        • David Armano http://darmano.typepad.com/logic_emotion/
        • Faris Yakob http://farisyakob.typepad.com/
        • Neil Perkins http://neilperkin.typepad.com/only_dead_fish/
        • Fallon Planning Blog http://fallontrendpoint.blogspot.com/
        • Gareth Kay http://garethkay.typepad.com/brand_new/
        • David Knox, P&G brand manager
        • Uwe Goetsche
        • Scholz & Friends Germany
      • A big thanks to those individuals above for posting their great presentations in the first place…hopefully there is some new stuff here too as well as the stuff I’ve borrowed 
    • 3. 5 TRENDS IMPACTING THE BRANDSPHERE
      • THE CHANGING CONVERSATION
      • CONSUMER AS DJ
      • TRANSMEDIA STORYTELLING
      • BRANDS ENABLING RELATIONSHIPS & COMMUNITY
      • THE SPEEDING UP OF COOL
    • 4. TREND 1: THE CHANGING CONVERSATION
    • 5. THE CHANGING MEDIA LANDSCAPE
    • 6.
      • Social media is an umbrella term that defines various activities that integrate technology, social interaction and the construction of words, pictures, video and audio.
      • Source. Wikipedia.org
    • 7. MORE SIMPLY PUT…. Social Media is about people having conversations online..
    • 8. THE CONVERSATIONS ARE POWERED BY
    • 9. THE RESULT: MEDIA DEMOCRATISATION WHERE ANYBODY CAN BECOME AN AUTHOR, JOURNALIST OR FILM MAKER
      • THROUGH AVATARS (ONLINE GAMING)
      • VOICE (PODCASTS)
      • AS ACTOR (VIDEO)
      • AUTHOR (BLOGS)
    • 10. LIFE CACHING MAKING US DIGITAL STORYTELLERS
      • Archiving one’s memories, words, photos and detailing every-day life for private use or public sharing is increasingly common.
      • 96% of wired Aussies under 21 have joined a social networking site
      Source: Universal McCann Global study on social media trends April 2008
    • 11.
      • Source: David Knox slideshare presentation
    • 12. Social networking sites are officially more popular than porn sites Source: Time, October 13,2007
    • 13. PEOPLE ARE INTERACTING AND SHARING LIKE NEVER BEFORE
    • 14. WHICH MEANS A GROWTH IN THE LAYMAN EXPERT CONSUMER WHO KNOWS EVERYTHING
    • 15. THE NEW COMMUNICATION MODEL IS A DIALOGUE
    • 16. CLASSICAL MARKETING
    • 17. NEW MARKETING FLIPS THE FUNNEL
    • 18. Source: Neil Perkins slideshare presentation
    • 19. WHERE EFFECTIVE COMMUNICATION COMBINES BOTH MEDIA DIMENSIONS Source: Scholz & Friends slideshare presentation
    • 20.  
    • 21.  
    • 22. WHAT DOES THIS MEAN FOR BRANDS? BE HONEST….THIS IS THE ERA OF TRANSPARENCY CREATE OPPORTUNITIES FOR PEOPLE TO FEEL THEY OWN THE BRAND BY GIVING THEM SOMETHING TO TALK ABOUT SPARK CONVERSATIONS IN CULTURE, NOT ADS
    • 23. TREND 2: GIVE IT UP FOR THE CONSUMER DJS
    • 24. CONSUMERS ARE NOW IN CONTROL
    • 25. Source: Faris Yakob ‘Convergence Culture’ presentation
    • 26. Source: Faris Yakob ‘Convergence Culture’ presentation
    • 27. Source: Faris Yakob ‘Convergence Culture’ presentation
    • 28. PARTICIPATION IS THE NEW WORLD ORDER OF MARKETING Source: David Armano ‘Logic & Emotion’ blog
    • 29. A BIG SHIFT FROM MONOLOGUE ADVERTISING TO CONVERSATIONAL ADVERTISING/COMMUNICATION Source: David Armano ‘Logic & Emotion’ blog
    • 30. MEDIA CONSUMPTION IS NO LONGER PASSIVE..IT’S RECOMBINANT AND COLLABORATIVE
      • Normalised by the Ctrl C and Ctrl V, a generation that naturally treat ideas and recombinant, inputs for further re-examining
    • 31. EMPOWERING CONSUMERS TO GET INVOLVED
    • 32. AND CUSTOMISE TO THEIR HEARTS CONTENT
    • 33. CREATING BRAND PROPERTIES YOUTH ORGANICALLY CAN SPOOF IS THE ULTIMATE SIGN OF BRAND RESPECT
    • 34. JONES SODA HAVE DEVELOPED A CULT LIKE FOLLOWING BY ALLOWING CUSTOMERS TO DESIGN THE LABELS Coke has also gotten in on this trend.. but done it poorly
    • 35. WHAT DOES THIS MEAN FOR BRANDS? FOCUS ON CONSUMER PARTICIPATION IN IDEAS, NPD CREATE IDEAS WHICH ARE ‘OPEN SOURCE’ AND CAN BE PLAYED WITH DON’T TRY AND CONTROL THE CONVERSATION, TRY TO ENABLE, INSPIRE OR INFLUENCE
    • 36. TREND 3: TRANSMEDIA STORYTELLING
    • 37.
      • Wiki: A story that unfolds across different platforms, with key elements of the story coming to life in different media. Members of the community share information about the story, hence driving social currency
    • 38.  
    • 39. MEDIA NEUTRAL PLANNING ONE THOUGHT ENDLESSLY RE-ITERATED Source: Faris Yakob’ Convergence Culture’ presentation
    • 40. TRANSMEDIA PLANNING Non linear brand narrative DIFFERENT BITS IN DIFFERENT PLACES, FORMING BRAND COMMUNITIES WHO RECOMPILE THEM Source: Faris Yakob’ Convergence Culture’ presentation
    • 41. OASIS –THE STORY OF CACTUS KID Flickr Sightings Source:runcactuskidrun.com
    • 42. ALTERNATE REALITY GAMES INVOLVING CONSUMERS
    • 43. DECODING THE DARK KNIGHT VIRAL
    • 44. WHAT DOES THIS MEAN FOR BRANDS? HOW CAN WE LEVERAGE THE PASSION OF OUR USER BASE? THINK OF OUR BRANDS AS STORYTELLERS, HOW CAN WE GET CONSUMERS INVOLVED IN OUR BRAND NARRATIVES DON’T BE SCARED TO USE DIFFERENT MEDIA TO TELL DIFFERENT PARTS OF A STORY
    • 45. TREND 4: ENABLING RELATIONSHIPS AND COMMUNITY
    • 46. NIKE + RUNNING COMMUNITY
    • 47. Source: David Knox Slideshare presentation
    • 48. USE THE INTERNET TO GET OFF THE INTERNET
      • Source: meetup.com
    • 49. WHAT DOES THIS MEAN FOR BRANDS? THINK ABOUT PARTNERSHIPS WITH BRANDS WHO HAVE SIMILAR CORE VALUES HOW CAN WE INCLUDE EXPERIENTIAL MARKETING INTO THE PRODUCT EXPERIENCE? THINK ABOUT HOW WE CAN CREATE BRAND FANS BY PROVIDING INTERESTING CONSUMER EXPERIENCES
    • 50. TREND 5: THE SPEEDING UP OF COOL
    • 51. THE NEW COOL HUNTERS Late 1990S EXCLUSIVE Early 2000S MAINSTREAM 2008 EXCLUSIVE ONLINE COOL HUNTERS WILL BECOME ALTERNATIVE REFERENCE POINTS FOR 18-28 YEAR OLD OPINION LEADING CONSUMER SERVING AS ORGANIC GUIDES THAT HAVE MORE CREDIBILITY AND NICHE RELEVANCE COOL COOL COOL
    • 52. 2 2 2 3 A NEW SWARM OF ONLINE TRENDSPOTTERS SERVE AS SELF APPOINTED FEELERS FOR UNDERGROUND CULTURAL BLIPS
    • 53. ‘ COOL’ TRAVELS AT LIGHTNING SPEED VIA THE WEB INVERTING THE ADOPTION CURVE AS TRENDS ARE ADOPTED AND HIT THE MAINSTREAM FAR QUICKER THAN EVER BEFORE Old Adoption Model New Adoption Model                 Influencers Early adopters Followers Quick
    • 54. WHAT DOES THIS MEAN FOR BRANDS COOL HUNTERS = ALTERNATIVE REFERENCE POINTS ON YOUTH CULTURE HOW DO WE SEED NEW PRODUCTS AND IDEAS WITH COOL HUNTERS AND GET THE RIGHT AMBASSADORSHIP ? FINDING OPPORTUNITY COOL GETS INTO MAINSTREAM FAR QUICKER = SHORTER INCUBATION PERIOD NEED A CONSTANT STREAM OF INNOVATION WHICH ARE SEEDED THROUGH ONLINE SOURCES
    • 55. 5 THINGS TO TAKE AWAY
      • LEVERAGE THE POWER OF YOUR FANS BY USING SOCIAL MEDIA TO CREATE A DIALOGUE
      • ALLOW FOR PARTICIPATION AND COLLABORATION
      • BE A STORYTELLES…DON’T BE SCARED TO CREATE AN EVOLVING NARRATIVE
      • BRANDS HAVE A SHORT INCUBATION PERIOD BEFORE COOL BECOMES OLD HAT..USE IT WISELY
      • THE PRODUCT AND MARKETING EXPERIENCE ARE NOW ONE

    ×