Don Draper Is Dead - Redux - LERN Conference 2013
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Don Draper Is Dead - Redux - LERN Conference 2013

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The Don Drapers of the world create ads that interrupt ...

The Don Drapers of the world create ads that interrupt
and hit the masses. They throw it up and hope it sticks.
Content Marketing allows people to choose what content
they want, how they want it and when they want it. It’s
not about interruption marketing anymore - it’s about
choice marketing.

More in: Marketing
  • Full Name Full Name Comment goes here.
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  • Greeting from me, First I will like to apologies for intruding into your privacy, since we don't know each other,my Name is Haret I saw your profile and i become interested to be your friend so Please i will like you to write back to me through my email address (haret.desmond@yahoo.com) i don't use to be online so that i will tell you more about my self
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  • We still love Don Draper & Nostalgia ! ;-)
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  • 1. DON DRAPER IS DEAD @mikepweiss   @mikepweiss  
  • 2. “ADVERTISING IS BASED ON ONE THING: HAPPINESS” – DON DRAPER @mikepweiss  
  • 3. ADVERTISING KILLED DON DRAPER @mikepweiss  
  • 4. @mikepweiss  
  • 5. SPRAY & PRAY
  • 6. @mikepweiss  
  • 7. INTERRUPTIVE MARKETING @mikepweiss  
  • 8. @mikepweiss  
  • 9. “It's an ideal time to tell the brand's story on one of the world’s most-watched stages.” -­‐  Loren  Angelo,  GM  of  Marke1ng  for  Audi @mikepweiss  
  • 10. @mikepweiss  
  • 11. IN THE 1960’S 75 MESSAGES PER DAY @mikepweiss  
  • 12. 3,000 MESSAGES PER DAY. THAT’S 3 TO 4 PER MINUTE. @mikepweiss  
  • 13. CONSUMER HAS BEEN TAKING CONTROL VIA CALLER ID, DVRS AND SIRIUS. @mikepweiss  
  • 14. TIME SHIFTED VIEWING @mikepweiss  
  • 15. TV GUIDE SURVEY: 96% OF DVR VIEWERS SKIP COMMERCIALS. @mikepweiss  
  • 16. @mikepweiss  
  • 17. BIG DATA @mikepweiss  
  • 18. “I NOTICE INCREASING RELUCTANCE ON THE PART OF MARKETING EXECUTIVES TO USE JUDGMENT; THEY ARE COMING TO RELY TOO MUCH ON RESEARCH, AND THEY USE IT AS A DRUNKARD USES A LAMP POST FOR SUPPORT, RATHER THAN FOR ILLUMINATION.” – DAVILD OGILVY @mikepweiss  
  • 19. MERGED MEDIA @mikepweiss  
  • 20. PAID OWNED EARNED @mikepweiss  
  • 21. @mikepweiss  
  • 22. @mikepweiss  
  • 23. @mikepweiss  
  • 24. PAID   * 111 million people watch * 3.1 million per 30 seconds @mikepweiss  
  • 25. OWNED   * Ad is launched 1 week before Super Bowl and received 1 million views in one day In 2 days 15 million views * Ad receives 8 million * views before Super Bowl * 60 million views to date @mikepweiss  
  • 26. EARNED   @mikepweiss  
  • 27. @mikepweiss  
  • 28. @mikepweiss  
  • 29. PAY FOR @mikepweiss  
  • 30. * Soccer 20 million likes * 2 million followers * 15 million likes * 3 million followers * 32 million views @mikepweiss  
  • 31. @mikepweiss  
  • 32. @mikepweiss  
  • 33. @mikepweiss  
  • 34. EARNED   @mikepweiss  
  • 35. @mikepweiss  
  • 36. GO BEYOND THE CTR @mikepweiss  
  • 37. “THE CONSUMER IS PRESIDENT OF THE NEW REPUBLIC.” MEDIA 2015: THE FUTURE OF MEDIA @mikepweiss  
  • 38. CONTENT STRATEGY IS KEY @mikepweiss  
  • 39. @mikepweiss  
  • 40. SOURCE: CREOTIVO   @mikepweiss  
  • 41. NEW FRONT LINE 24/7/365 @mikepweiss @mikepweiss  
  • 42. “EVERYONE IS CAPABLE OF BREAKING A SALE.” - ZIG ZIGLAR @mikepweiss  
  • 43. @mikepweiss  
  • 44. @mikepweiss  
  • 45. “ASSUME THAT YOUR PROFESSIONAL LIFE AND YOUR PERSONAL LIFE WILL MERGE ONLINE REGARDLESS OF YOUR CARE IN SEPARATING THEM” FROM THE LOS ANGELES TIMES SOCIAL MEDIA POLICY @mikepweiss  
  • 46. “Advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant.” Jonathan  Mildenhall,  Coca-­‐  Cola’s  VP  of  Global   Adver1sing  Strategy  &  Excellence   @mikepweiss  
  • 47. CONTENT STRATEGY IS KEY @mikepweiss  
  • 48. @mikepweiss  
  • 49. EDUCATIONAL; INSPIRING; ENGAGING. @mikepweiss  
  • 50. BUYING A CAR @mikepweiss  
  • 51. @mikepweiss  
  • 52. PERMISSION BASED MARKETING @mikepweiss  
  • 53. “CUSTOMERS NO LONGER SEPARATE MARKETING FROM THE PRODUCT – IT IS THE PRODUCT” MCKINSLEY QUARTERLY JULY 2011 @mikepweiss  
  • 54. “RATHER THAN ALLOW CAMPAIGNS TO BE DRIVEN BY PAID MEDIA, MARKETERS MUST NOW DEVELOP SCALE AND EXPERTISE IN OWNED AND EARNED MEDIA TO DRIVE EFFECTIVENESS, CULTIVATE CREATIVE IDEAS, ASSESS CUSTOMER NEEDS, AND CUT THROUGHT THE CLUTTER.” ALTIMETER GROUP JULY 2012 @mikepweiss  
  • 55. @mikepweiss   @mikepweiss  
  • 56. WHAT WOULD DON DO? @mikepweiss  
  • 57. @mikepweiss  
  • 58. DON DRAPER WAS CONFINED & IT KILLED HIM @mikepweiss