Whats next-in-marketing-advertising-Mehmet-Tanlak

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What is next in marketing?
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Whats next-in-marketing-advertising-Mehmet-Tanlak

  1. 1. WHAT’S NEXT IN MARKETING + ADVERTISING ©2008 Paul Isakson
  2. 2. THEFUTUREOFADVERTISING ©2008 Paul Isakson
  3. 3. THERE ISN’T ANY. ©2008 Paul Isakson
  4. 4. THEEND ©2008 Paul Isakson
  5. 5. J/K J/K J/K J/KJ/K J/K J/K J/KJ/K J/K J/K J/KJ/K J/K J/K J/K ©2008 Paul Isakson
  6. 6. THEFUTUREOFMARKETING ©2008 Paul Isakson
  7. 7. TOPICS / AGENDA BRANDS OLD MARKETING NEW MARKETING INNOVATION ENGAGEMENT UTILITY INSIGHT ©2008 Paul Isakson
  8. 8. BRANDS &BRANDINGHAVEN’TCHANGED ©2008 Paul Isakson
  9. 9. BRAND =COLLECTIVELY, WHATPEOPLE SAY, FEEL &THINK ABOUT YOURPRODUCT, SERVICEOR COMPANY. ©2008 Paul Isakson
  10. 10. BRANDING =USING MARKETING TOINFLUENCE PEOPLES’ATTITUDES TOWARDS,AND PERCEPTIONS OF,THE BRAND. ©2008 Paul Isakson
  11. 11. BRAND LOYALTYWILL STILL BE EARNEDOVER TIME THROUGHCONSISTENT POSITIVEEXPERIENCES &ENGAGEMENTS WITH APRODUCT, SERVICE ORCOMPANY. ©2008 Paul Isakson
  12. 12. TREAT MEWELL, ANDI’LL RETURNTHE FAVOR. ©2008 Paul Isakson
  13. 13. OLDMARKETING ©2008 Paul Isakson
  14. 14. OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER ©2008 Paul Isakson
  15. 15. ©2008 Paul Isakson
  16. 16. THIS ISN’TWORKING. ©2008 Paul Isakson
  17. 17. “I DON’T KNOWWHAT WE’REYELLING ABOUT!!!” ©2008 Paul Isakson
  18. 18. A TIME FOR CHANGE“We’re not in the business of keepingthe media companies alive. We’re in thebusiness of connecting withconsumers.”Trevor EdwardsVice President, Global Brand & Category ManagementNikeOctober 2007Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html ©2008 Paul Isakson
  19. 19. MODERNMARKETING ©2008 Paul Isakson
  20. 20. MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER ©2008 Paul Isakson
  21. 21. ©2008 Paul Isakson
  22. 22. MODERN MARKETING“[Digital] is the centerpiece of a broadercampaign. I think that’s become a realintegral part of how we use the web, movingbeyond just promoting web addresses in TVspots or print ads to really making them acritical part of the storytelling for the brands.”Rob MasterMedia Director, North AmericaUnileverMarch 2008Source: Advertising Age - http://adage.com/article?article_id=125663 ©2008 Paul Isakson
  23. 23. HOW CANYOU CREATEBRAND FANS? ©2008 Paul Isakson
  24. 24. DELIVERVALUETHROUGHMARKETING. ©2008 Paul Isakson
  25. 25. OR, MORESIMPLYPUT… ©2008 Paul Isakson
  26. 26. MAKEPEOPLE’SLIVESBETTER. ©2008 Paul Isakson
  27. 27. O.K. SOUNDSSIMPLEENOUGH. ©2008 Paul Isakson
  28. 28. SO HOW CANWE DO THIS? ©2008 Paul Isakson
  29. 29. PRODUCTINNOVATION ©2008 Paul Isakson
  30. 30. BUILD THEMARKETING INTOTHE PRODUCT. ©2008 Paul Isakson
  31. 31. MAKE THEPRODUCT SOGREAT, PEOPLECAN’T HELP BUTTALK ABOUT IT. ©2008 Paul Isakson
  32. 32. MODERN MARKETING“Something remarkable is worth talkingabout. Worth noticing. Exceptional. New.Interesting. It’s a Purple Cow. Boring stuff isinvisible. It’s a brown cow. … Remarkablemarketing is the art of building things worthnoticing right into your product or service.”Seth GodinAuthor / Speaker / Marketing ExpertPurple Cow2002Source: Purple Cow / Seth Godin / Page 3 ©2008 Paul Isakson
  33. 33. MODERN MARKETING“We think the future of advertising isgreat products that have marketingembedded in them.”Jeff HicksCEOCrispin Porter + BoguskyOctober 2006Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/ ©2008 Paul Isakson
  34. 34. MODERN MARKETING“Coming up with product innovations.Thats what were setting out to do.”Steven MarrsVice ChairmanGlobal Head of Digital and Branded ContentNITROApril 2007Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893 ©2008 Paul Isakson
  35. 35. MODERN MARKETING“Our belief is that marketing andproduct have converged. The consumerdoesn’t separate the marketingexperience from the productexperience.”Ajaz AhmedFounder & ChairmanAQKAMarch 2008Source: Advertising Age - http://adage.com/article?article_id=125664 ©2008 Paul Isakson
  36. 36. THE PRODUCT IS THE MARKETING ©2008 Paul Isakson
  37. 37. THE PRODUCT IS THE MARKETING ©2008 Paul Isakson
  38. 38. THE PRODUCT IS THE MARKETING ©2008 Paul Isakson
  39. 39. THE PRODUCT IS THE MARKETING ©2008 Paul Isakson
  40. 40. GREAT.BUT MYPRODUCTISN’T COOL. ©2008 Paul Isakson
  41. 41. WHAT CANI DO??? ©2008 Paul Isakson
  42. 42. WELL,FRANKLYYOU’RESCREWED. ©2008 Paul Isakson
  43. 43. J/K J/K J/K J/KJ/K J/K J/K J/KJ/K J/K J/K J/KJ/K J/K J/K J/K ©2008 Paul Isakson
  44. 44. ADD VALUETHROUGHCONTENT. ©2008 Paul Isakson
  45. 45. CONTENTIS THENEWCURRENCY ©2008 Paul Isakson
  46. 46. OR, AS TRACYMORGANWOULD SAY ©2008 Paul Isakson
  47. 47. CONTENT IS THE NEWPRESIDENT, BITCH. ©2008 Paul Isakson
  48. 48. PEOPLE WILLPAY FORGREATCONTENT. ©2008 Paul Isakson
  49. 49. CONTENT IS THE NEW CURRENCY 1 Week = $1.6 MillionSource: Chicago Tribune / Leisure Blogs / Turn It Up - http://leisureblogs.chicagotribune.com/turn_it_up/2008/03/reznors-one-wee.html ©2008 Paul Isakson
  50. 50. BRANDS WILLPAY FORGREATCONTENT. ©2008 Paul Isakson
  51. 51. CONTENT IS THE NEW CURRENCY ©2008 Paul Isakson
  52. 52. CONTENT IS THE NEW CURRENCY“[The agency’s job is to create] contentso valuable and useful that [consumers]wouldnt want to live without it.”Jeff HicksCEOCrispin Porter + BoguskyOctober 2006Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/ ©2008 Paul Isakson
  53. 53. ENGAGEMENT ©2008 Paul Isakson
  54. 54. ENGAGEMENT“The days of making funny things thatmay or may not have an effect on theclients business are ending.”Jeff BenjaminInteractive Creative DirectorCrispin Porter + BoguskyMarch 2008Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd ©2008 Paul Isakson
  55. 55. ENGAGEMENTCP+B FOLK LORE / MYTHOLOGY:ALEX BOGUSKY DOESN’T WANT TOSEE SCRIPTS ANYMORE.“DON’T SHOW ME A SCRIPT. SHOWME THE PRESS RELEASE.”IT’S ALL ABOUT HOW PEOPLE WILLENGAGE - WHY THEY WILL FIND ITINTERESTING & PARTICIPATE.Source: Life Moves Pretty Fast - http://ameliatorode.typepad.com/life_moves_pretty_fast/2008/01/dont-write-me-a.html ©2008 Paul Isakson
  56. 56. ENGAGEMENT 16 QUARTERS OF CONSECUTIVE GROWTHSource: BusinessWeek - http://www.businessweek.com/the_thread/brandnewday/archives/2008/02/crispin_downloa_1.html ©2008 Paul Isakson
  57. 57. ENGAGEMENT No. 1 seller in Personal Grooming category on Amazon.com for the first two months after launch.Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=53172 ©2008 Paul Isakson
  58. 58. ENGAGEMENT ©2008 Paul Isakson
  59. 59. ENGAGEMENT ©2008 Paul Isakson
  60. 60. UTILITY ©2008 Paul Isakson
  61. 61. UTILITY“[Branded Utility] is where the brand createsa commitment to a relationship. It’s where thebrand creates something useful to you,something that’s a utility in your life. Theconsumer will feel more confident with therelationship if the brand will continue to bepart of your life.”Benjamin PalmerCEO / OwnerThe Barbarian GroupOctober 2006Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html ©2008 Paul Isakson
  62. 62. UTILITY“When you create a utility, youre creatingsomething that gives people time back. Itbecomes less about information as pollutionand more about information to help peopleget through life.”Nick LawChief Creative Officer, North AmericaR/GAMarch 2008Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd ©2008 Paul Isakson
  63. 63. UTILITY ©2008 Paul Isakson
  64. 64. UTILITY“[Nike+] is not an advertising idea, its atechnology idea. We are delivering aproduct, an application.”Nick LawChief Creative Officer, North AmericaR/GAApril 2007Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893 ©2008 Paul Isakson
  65. 65. UTILITY ©2008 Paul Isakson
  66. 66. UTILITY ©2008 Paul Isakson
  67. 67. UTILITY ©2008 Paul Isakson
  68. 68. HOW DOWE CREATETHIS KIND OFMARKETING? ©2008 Paul Isakson
  69. 69. CREATING BETTER MARKETING“We don’t ask consumers what theywant. They don’t know. Instead weapply our brain power to what theyneed, and will want, then make surewe’re there, ready.”Akio MoritaCo-FounderSony CorporationSource: Truth, Lies & Advertising / Jon Steel / page 189 (found via Meme Huffer- http://memehuffer.typepad.com/meme_huffer/2007/12/great-quotes-fo.html ) ©2008 Paul Isakson
  70. 70. CREATING BETTER MARKETING“Its really hard to design products byfocus groups. A lot of times, peopledont know what they want until youshow it to them.”Steve JobsCo-Founder, Chairman & CEOAppleMay 1998Source: BusinessWeek - http://www.businessweek.com/1998/21/b3579165.htm ©2008 Paul Isakson
  71. 71. UNCOVERRICHCONSUMERINSIGHTS ©2008 Paul Isakson
  72. 72. OPPORTUNITY COMES FROM INSIGHTS“Great work comes from insight, and we havealways worked from insight. … We have avision of ourselves becoming the lead agencyfor the digital age. Insights are going to comein so many different ways. We’d like to prideourselves on the ability to capitalize on them.”Laura LangCEODigitas USAMarch 2008Source: Advertising Age - http://adage.com/article?article_id=125670 ©2008 Paul Isakson
  73. 73. HOW DOWE UNCOVERTHESEINSIGHTS? ©2008 Paul Isakson
  74. 74. OBSERVE + LISTEN ©2008 Paul Isakson
  75. 75. TRADITIONAL METHODS FOCUS GROUPS 1x1 INTERVIEWS ETHNOGRAPHIC STUDIES CULTURAL ANTHROPOLOGY SURVEYS USABILITY TESTING / LABS ©2008 Paul Isakson
  76. 76. EMERGINGMETHODS ©2008 Paul Isakson
  77. 77. DIGITAL ANTHROPOLOGY del.icio.us ©2008 Paul Isakson
  78. 78. COLLABORATION ©2008 Paul Isakson
  79. 79. COLLABORATION COMPANY INNOVATION INFORMATION & CONTENT & INPUT BETTER BRANDS AGENCY INSIGHTS CONSUMERS & IDEAS ©2008 Paul Isakson
  80. 80. COLLABORATION ©2008 Paul Isakson
  81. 81. COLLABORATION ©2008 Paul Isakson
  82. 82. IF YOU ONLYREMEMBERONE THING… ©2008 Paul Isakson
  83. 83. MODERNMARKETING =MAKING PEOPLE’SLIVES BETTER. ©2008 Paul Isakson
  84. 84. THEEND ©2008 Paul Isakson
  85. 85. ?s ©2008 Paul Isakson
  86. 86. IF YOU WANT TO READ MORE OF WHAT I’M THINKING…http://paulisakson.typepad.com/ ©2008 Paul Isakson
  87. 87. THANKS ©2008 Paul Isakson
  88. 88. IMAGE CREDITS IMG_6515 iPhone Tony de Marco e-Learning content authoring Flickr Google Loves The iPhone Anonymous at Scientology in Los Angeles Wii sklathill Networking Audio/Video Flickr X-OOM Software Brings Media Streaming To The Wii Brick Tamland Wallpaper Starbucks Coffee Anchorman The Movie Web Site Boston.com Brick Wallpaper Aging Music Heroes Haven Bloc Party Crowd @ Ogden Theatre Tracy Morgan Paul Isakson Saturday Night Live Flickr Black Is The New President, Bitch Google Screen Grab Ghosts I - IV Google Nine Inch Nails Google.com Ghosts.nin.com
  89. 89. IMAGE CREDITS RCRD LBL_ + Widgets Nike+ RCRD LBL Healthy Living NYC rcrdlbl.com Every Step You Take... Whopper Freakout Domino’s Pizza Builder Burger King Domino’s Pizza WhopperFreakout.com Dominos.com Shave Everywhere Domino’s BFD Pizza Builder Philips / Norelco Adverblog & Domino’s Pizza ShaveEverywhere.com Dominos Pizza Builder & Dominos.com The Coke Zero Game My Vegas Coca-Cola Company Logic + Emotion CokeZeroGame.com My Vegas Is Showing: Brand Utility + Event Based Social Networking The Coke Zero Game Digital Ethnography + Anthropology Coca-Cola Company All logos taken from their respective Web sites. CokeZeroGame.com
  90. 90. IMAGE CREDITS Consumer Collaboration Paul Isakson [paul isakson] Kluster Kluster Kluster.com My Starbucks Idea Starbucks MyStarbucksIdea.com
  91. 91. CONTACT ME PAUL ISAKSON Senior Strategic Planner space150 http://www.paulisakson.com/ paul.isakson@gmail.com

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