The Digital Plague

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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...

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The Digital Plague

  1. 1. The Digital Plague Jonathan Salem Baskin December 4, 2009
  2. 2. Three Ideas The Marketplace Your Consumer An Opportunity
  3. 3. 1. We don’t understand the nature of change. The Marketplace
  4. 4. 2. We need a new view of our consumers. Your Consumer
  5. 5. 3. The New Renaissance offers a new opportunity for marketers. An Opportunity
  6. 6. The Black Death
  7. 7. 40+ Years Later
  8. 8. The Digital Plague
  9. 9. 40+ Years Later
  10. 10. Now
  11. 11. The Marketplace Your Consumer An Opportunity
  12. 12. 1. Content is no longer king. The Marketplace
  13. 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. 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. 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. 16. 2. You can’t declare truth. Your Consumer
  17. 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. 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. 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. 20. 3. We need to change what, not how. An Opportunity
  21. 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. 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. 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. 24. Monday
  25. 25. Challenge the next declaration of how ‘up’ is the new ‘down’ with a question about what has stayed the same. The Digerati
  26. 26. Stop measuring ROI for a moment, and identify marketing tactics that can be measured by everyone else in the enterprise. ROI
  27. 27. Replace an expectation of what consumers are supposed to think with a statement of what you know they will likely do. Planning
  28. 28. Label an action in another department branding, and come up with 3 reasons why/how it matters. Transformation
  29. 29. Focus on the reality of change, not the symptoms. A New Renaissance
  30. 30. JonathanSalemBaskin
  31. 31. JonathanSalemBaskin m: +1 312 725 0261 e: jsb@baskinbrand.com t: @jonathansalem S: baskinjs b: dimbulb.typepad.com w: jonathansalembaskin.com
  32. 32. The Digital Plague

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