The Future of Marketing, Advertising, and Branded Entertainment

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Ian Schafer's presentation on the future of marketing, advertising, and branded entertainment at The Next Big Idea Conference in Los Angeles on 10/30/07.

Ian Schafer's presentation on the future of marketing, advertising, and branded entertainment at The Next Big Idea Conference in Los Angeles on 10/30/07.

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  • 1. The Future of Marketing, Advertising, and Branded Entertainment. Ian Schafer CEO & Founder, Deep Focus
  • 2. 1997: i-traffic
  • 3. 1999: Miramax Films
  • 4. 2002: Deffe FOCU Creative. Media. Publicity & Public Relations. Strategy. Branded Experiences.
  • 5.  
  • 6. Branded entertainment as you know it is evolving faster than you are. Why?
  • 7.  
  • 8.  
  • 9. Web 1.0 Connecting people to information.
  • 10. Web 2.0 Connecting people to each other.
  • 11. Web 3.0 Everything is connected.
  • 12. Branded Entertainment 1.0 Integration and product placement.
  • 13. Branded Entertainment 2.0 Conversation, engagement, and chaotic creativity.
  • 14.  
  • 15. Social media, UGC, and new web technologies are changing the way your consumers interact with each other -- and with your brands.
  • 16.  
  • 17.  
  • 18.  
  • 19. The web is a one (and many)-to-many (and so on), two-way conductor and facilitator of conversation and concurrently shared experiences.
  • 20. “ Branded entertainment ” must be re-imagined as “ branded experiences ”.
  • 21.  
  • 22. Diffusion of Innovation Theory bloggers blog readers YouTube watchers, Google searchers GMA Viewers Family & Friends
  • 23. Surround, activate, & engage. Create goodwill. Coolhunt & trendspot. Be an active listener. Incite & ignite. Be chaotic.
  • 24. So what is the future of successful marketing & advertising? Future success will depend on the ability to initiate experiences that evolve, adapt, and are contributed to by your consumers.
  • 25. Website | www.deep-focus.net Blog | www.IanSchafer.com Email | ian@deep-focus.net