Your SlideShare is downloading. ×
The Digital Plague
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 Digital Plague

299
views

Published on

What if the Internet's effects on society are like those of the Plague on medieval Europe? We might look at our 2010 marketing budgets a little differently...

What if the Internet's effects on society are like those of the Plague on medieval Europe? We might look at our 2010 marketing budgets a little differently...

Published in: Business, Technology

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
299
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
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 Digital Plague Jonathan Salem Baskin December 4, 2009
  • 2. Three Ideas The Marketplace Your Consumer An Opportunity
  • 3. 1. We don’t understand the nature of change. The Marketplace
  • 4. 2. We need a new view of our consumers. Your Consumer
  • 5. 3. The New Renaissance offers a new opportunity for marketers. An Opportunity
  • 6. The Black Death
  • 7. 40+ Years Later
  • 8. The Digital Plague
  • 9. 40+ Years Later
  • 10. Now
  • 11. The Marketplace Your Consumer An Opportunity
  • 12. 1. Content is no longer king. The Marketplace
  • 13. 1. Content is no longer king. • The Internet levels your communications • Your brand can’t be funnier or sexier than another • Your branding can’t own these attributes • Any nuanced differences are transitory, by definition The Marketplace
  • 14. 1. Content is no longer king. • The Internet levels your communications • Your brand can’t be funnier or sexier than another • Your branding can’t own these attributes • Any nuanced differences are transitory, by definition • It destroys all boundaries that differentiate audiences • Between your customers and employees • Between your employees and suppliers/vendors • Between suppliers/vendors and customers The Marketplace
  • 15. 1. Content is no longer king. • The Internet levels your communications • Your brand can’t be funnier or sexier than another • Your branding can’t own these attributes • Any nuanced differences are transitory, by definition • It destroys all boundaries that differentiate audiences • Between your customers and employees • Between your employees and suppliers/vendors • Between suppliers/vendors and customers • Your brand becomes narration, not promise or experience • The marketplace recognizes actions • It evidences its recognition through behaviors • Platforms/technology are artificial distinctions The Marketplace
  • 16. 2. You can’t declare truth. Your Consumer
  • 17. 2. You can’t declare truth. • Institutions (and brands) need to rediscover credibility • From your actions • From your critics • Keeping your branding and marketing from ruining it Your Consumer
  • 18. 2. You can’t declare truth. • Institutions (and brands) need to rediscover credibility • From your actions • From your critics • Keeping your branding and marketing from ruining it • All activities are local • Production • Consumption • Impact Your Consumer
  • 19. 2. You can’t declare truth. • Institutions (and brands) need to rediscover credibility • From your actions • From your critics • Keeping your branding and marketing from ruining it • All activities are local • Production • Consumption • Impact • Branding is a distributed experience • Tools related to context • All-inclusive record and framework • We should measure utility, not awareness or engagement Your Consumer
  • 20. 3. We need to change what, not how. An Opportunity
  • 21. 3. We need to change what, not how. • You need a business strategy, not a digital strategy • Stop buying technology, SEO, or “social” solutions • Start understanding underlying consumer needs • Base your planning on proven norms, not exceptions An Opportunity
  • 22. 3. We need to change what, not how. • You need a business strategy, not a digital strategy • Stop buying technology, SEO, or “social” solutions • Start understanding underlying consumer needs • Base your planning on proven norms, not exceptions • Understand media consumption • Relevance matters; exposure and distraction don’t • No medium is outdated or rejected; only bad usage • Every experience is mediated An Opportunity
  • 23. 3. We need to change what, not how. • You need a business strategy, not a digital strategy • Stop buying technology, SEO, or “social” solutions • Start understanding underlying consumer needs • Base your planning on proven norms, not exceptions • Understand media consumption • Relevance matters; exposure and distraction don’t • No medium is outdated or rejected; only bad usage • Every experience is mediated • Stop denying reality, and change marketing • Operational facts trump creative fiction • Don’t protect your budget; let collaborators add to it • Marketing isn’t a function as much as an ongoing aspect of An Opportunity every business practice
  • 24. Monday
  • 25. Challenge the next declaration of how ‘up’ is the new ‘down’ with a question about what has stayed the same. The Digerati
  • 26. Stop measuring ROI for a moment, and identify marketing tactics that can be measured by everyone else in the enterprise. ROI
  • 27. Replace an expectation of what consumers are supposed to think with a statement of what you know they will likely do. Planning
  • 28. Label an action in another department branding, and come up with 3 reasons why/how it matters. Transformation
  • 29. Focus on the reality of change, not the symptoms. A New Renaissance
  • 30. JonathanSalemBaskin
  • 31. JonathanSalemBaskin m: +1 312 725 0261 e: jsb@baskinbrand.com t: @jonathansalem S: baskinjs b: dimbulb.typepad.com w: jonathansalembaskin.com
  • 32. The Digital Plague

×