Sex death-advertising


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Created in 2006 for BarCampRDU Sex and the Death of Advertising missed some things. Facebook was only 2 years old and Twitter wasn't even born yet.

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Sex death-advertising

  1. 1. 05/28/11 BarCampRDU July 22, 2006
  2. 2. Sex & The Death Of Advertising <ul><li>Agenda </li></ul><ul><ul><li>Part 1: State of Things </li></ul></ul><ul><ul><ul><li>Who am I? </li></ul></ul></ul><ul><ul><ul><li>Is Advertising dead? </li></ul></ul></ul><ul><ul><ul><li>Who killed it? </li></ul></ul></ul><ul><ul><ul><li>Random ad thoughts. </li></ul></ul></ul><ul><ul><li>Part 2: Identifying What’s Next? </li></ul></ul><ul><ul><ul><li>Word of Mouth </li></ul></ul></ul><ul><ul><ul><li>Long Tails </li></ul></ul></ul><ul><ul><ul><li>Search Marketing </li></ul></ul></ul><ul><ul><ul><li>Purple Products </li></ul></ul></ul><ul><ul><ul><li>Random What’s Next Thoughts. </li></ul></ul></ul>05/28/11 BarCampRDU July 22, 2006
  3. 3. Sex & Death of Advertising: Who Am I <ul><li>Worked for one of the largest advertiser in the world. </li></ul><ul><li>Worked for a candy company with great brands. </li></ul><ul><li>Worked for a company that created a brand by advertising on other brands such as Coke and Pepsi. </li></ul><ul><li>Co-Founded a gift company that couldn’t afford advertising but received lots of free press and word of mouth. </li></ul><ul><li>Last 3-years Director of E-Commerce for a direct response company. </li></ul>05/28/11 BarCampRDU July 22, 2006 <ul><li>Procter & Gamble </li></ul><ul><li>M&M/Mars </li></ul><ul><li>The NutraSweet Company </li></ul><ul><li>Found Objects selling Magnetic Poetry Kit. </li></ul><ul><li>Sinclair Institute </li></ul>
  4. 4. Why Sex & The Death of Advertising? <ul><li>I work in direct response now, so wanted to get your attention. </li></ul><ul><li>Martin’s Theory </li></ul><ul><ul><li>Advertising, or interruption based, non-permission, top down, push advertising is dead when marketers can’t use sex to gain attention and sell things anymore. </li></ul></ul>05/28/11 BarCampRDU July 22, 2006 “ Food, sex, children and health are surefire attention grabbers.” - Attention Economy pg. 62
  5. 5. Sex doesn’t work anymore = push advertising is dead. 05/28/11 BarCampRDU July 22, 2006
  6. 6. What killed advertising….We Did…The World Did. <ul><li>“ Today attention is the real currency of business and individuals.” </li></ul><ul><li>- The Attention Economy pg. 3 </li></ul>05/28/11 BarCampRDU July 22, 2006 <ul><li>Previous generations = no attention deficit </li></ul><ul><ul><li>No internet, 3 TV Stations, No cell phones </li></ul></ul><ul><li>Now </li></ul><ul><ul><li>Billions of web pages </li></ul></ul><ul><ul><li>300,000 new books published last year worldwide </li></ul></ul><ul><ul><li>18,000 magazines publishing 225 billion pages of content every year. </li></ul></ul><ul><ul><li>87.2 billion pieces of direct mail in 1998 (more now). </li></ul></ul><ul><ul><li>Most of us process hundreds of email daily. </li></ul></ul><ul><ul><li>Cell phones. </li></ul></ul>
  7. 7. Death of Advertising <ul><li>“ In other words its no longer sufficient to be a solid competent organization; you have to stir the brain cells – and the hearts – of your intended audience.” </li></ul><ul><li>- Attention Economy pg. 8 </li></ul>05/28/11 BarCampRDU July 22, 2006 The average American is targeted by 3000 messages per day. That includes phone calls, e-mail, meetings, conversations. -- Data Smog by David Shenk
  8. 8. Random Ad Thoughts <ul><li>What has been your experience with your company’s advertising efforts lately? </li></ul><ul><li>Have you experienced a death in the ad family or is your company going strong? </li></ul><ul><li>Other random ad thoughts before we discuss what’s next? </li></ul>05/28/11 BarCampRDU July 22, 2006
  9. 9. Part II: Identifying What’s Next: WOM <ul><li>“ People find what they want not as much through advertising as through far more credible word-of-mouth from friends and colleagues.” - Gonzo Marketing pg. 12 * Word-of-mouth from highly influential “sneezers” and friends. </li></ul>05/28/11 BarCampRDU July 22, 2006
  10. 10. Part II: Identifying What’s Next: Long Tails <ul><li>“ However in Long Tail markets – where distribution is cheap and shelf space is plentiful – the safe bet is to assume that everything is going to be available. </li></ul><ul><li>As such, in Long Tail markets, the role of he filter then shifts from gatekeeper to advisor. Rather than predicting taste, post-filters such as Google measure it. - The Long Tail pg. 123 * Long Tails and Filters </li></ul>05/28/11 BarCampRDU July 22, 2006
  11. 11. Part II: Identifying What’s Next: Purple Products <ul><li>“ The new rule is: Create remarkable products that the right people seek out.” </li></ul><ul><li>Purple Cow, pg. 16 </li></ul><ul><li>* Is it “purple” enough? </li></ul>05/28/11 BarCampRDU July 22, 2006
  12. 12. Part II: Identifying What’s Next: Search Marketing <ul><li>Paid Search = what will be the impact of P&G other major $$ advertisers as they flee unproductive channels (TV, Print)? </li></ul><ul><li>Organic search, will relevancy lose traction as more major companies realize the value of content plays? Is there a long tail for content? Will search marketing survive its own success? Is there something fundamentally different about pull marketing with key terms vs. push marketing with ads? </li></ul>05/28/11 BarCampRDU July 22, 2006
  13. 13. Part II: Identifying What’s Next: Random Thoughts? <ul><li>What other strategies and tactics will be part of “what’s next?” </li></ul><ul><li>If you had a new purple product burning a hole in your hand what would you do to create a market for it? </li></ul>05/28/11 BarCampRDU July 22, 2006
  14. 14. Sex and the Death of Advertising: Contact Martin <ul><li>Thanks for attending our BarCamp working session. </li></ul><ul><li>Martin can be reached via email at: [email_address] . </li></ul>05/28/11 BarCampRDU July 22, 2006
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