The future of marketing & advertising
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The future of marketing & advertising

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  • Just wanted to share a few thoughts today on where things are moving. This isn’t the long-term outlook so much as the direction stuff is shifting today thanks to the growing realization of the power the Web holds to tell stories, engage people, and give them things that are more relevant and useful as far as brands are concerned.
  • Now, let’s chat about the future outlook for marketing…
  • Just for a quick reminder…
  • All about pushing things out at people. A one way process. Shove, shout, sell.
  • Instead of using marketing to shove things out and yell, it’s about creating things that draw people in. Things that make them want to come learn/see/engage more.
  • How can we create fans for our clients’ brands? How can we make our clients the rock stars that drew the crowd in the image a few slides back?
  • By helping them deliver more value around their products and services through their marketing.
  • Save them time. Save them energy. Give them something useful. Help them learn something. Give them a story to tell others… do little things that make their days a little better. A little easier to get through.
  • … Well, one of the ways agencies can help companies is in the area of product innovation. Applying creative insight to the product development process is an area agencies can add value to their clients…
  • So…
  • … Seth Godin was talking about this long ago…
  • CP+B - an agency who is doing a great job transitioning with the times was talking about this at least as early as a year and a half ago…
  • … NITRO, an agency picking up more and more buzz is focusing on this…
  • … and AQKA says it’s all one thing now - there is no separation between the marketing experience and the product experience… I think a few of you are Halo fans, look at what they did with the marketing for Halo 3 and how that was an experience akin to the game…
  • Think back… How many of you found out about Google from an ad? Now how many found out because someone told you about it?
  • So, what if your product isn’t innately cool?
  • Enhance the product through content
  • Let’s look at the music industry, where “nobody buys music anymore”
  • It’s not just people who will pay for content though.
  • Here’s another quote from CP+B - they are all about creating content - not ads - content
  • So, what does content need to be or do? There are a few things, but since we have limited time I’ve picked two broader topics. The first is engagement. Content needs to be engaging if you’re going to create brand fans.
  • But that content can’t just be engaging for the sake of engagement. It needs to be focused on helping the clients grow their bottom line and build their brands.
  • O.K., now moving on from engagement… the second area of content I wanted to cover is one that’s getting a lot of buzz right now. Utility.
  • Ben Palmer from Barbarian Group was talking about the importance of utility a year and a half ago. They were getting tired of putting in several hours to build micro sites that took the same amount of time to create as software but only lived as long as the ad campaign that they were for did. They want to move away from this and create things that can be used for much longer timeframes and that will help strengthen the relationship a brand has with the people that use it.
  • Here’s a quote from Nick Law at R/GA… time is the new luxury… any way brands can help people save time in their over-committed days is a good thing… again, it’s about making their lives better…
  • It’s not advertising. It’s an application, like Barbarian was talking about…
  • CP+B has helped Domino’s create an easy way to order a custom pizza…
  • Not only can you custom create your pizza, but you can name it and then save it so you can order it easily again in the future - even from your mobile phone. It doesn’t just stop with ordering your pizza though. Once you’ve ordered it, you can track how far along it is in getting to your door… if you’re short on time and need to order a pizza, why wouldn’t you go this route over their competition?…
  • Now, how can we help our clients create this kind of marketing?
  • Sony’s co-founder believed people didn’t know what they wanted because they didn’t know what was possible for the most part…
  • Steve Jobs holds a similar belief…
  • So how do you create things for people if they don’t know what they want or need until they see it? By deeply understanding them and getting to the things they aren’t saying, but are revealing. Getting to rich insights.
  • Here’s a quote on the importance and power of insight from the CEO of Digitas in this week’s Ad Age… This is why agencies are in a great position to help their clients now more than ever. We have smart, strategic, creative thinkers who can not only uncover these insights, but also apply them in meaninful ways…
  • Watch how people behave. How they shop. How they use things. How they go through a web site. How they play a game. Ask them questions. Listen. Ask more questions. Listen twice as much… Notice and note the areas that could be improved …
  • People are broadly and publicly sharing more about their lives than ever before. We can learn a lot about what people want and need simply by looking at what they’re sharing…
  • Another interesting thing brands can do is collaborate more closely with their agencies and customers/consumers - especially in the area of product innovation that we talked about before…
  • The Web is enabling collaboration to take place easier and quicker… companies can share information with consumers and get their input directly … agencies can pull insights out of that information exchange as well as get quick feedback on ideas as they develop… the agency and company can then take the learnings and insights to create things people need or want, even if they didn’t realize these things when they were talking to them… this goes along with a growing idea in the planner blog world for Brands in Beta … where brands are constantly tweaking and improving by getting real-time, on-going feedback from consumers… But to the earlier quotes from Sony and Apple… the web is enabling people to now know more about what they didn’t know. As this continues, brands can get even better insights and feedback, which is going on right now…
  • Kluster is a site putting this idea in action. It’s a social network for elevating and developing ideas. When you have some time, go check them out.
  • Starbucks is putting this into action as well. They’ve been under scrutiny lately and now they’re looking to get ideas from passionate Starbucks drinkers.
  • … I’ve probably gone just over my 15-minutes… (sorry Ben) … but I’ll close it up and ask that if you only remember one thing from all of this…
  • Think about this on whatever you’re creating now and next… how can we make this make peoples’ lives better…
  • For real this time…

The future of marketing & advertising The future of marketing & advertising Presentation Transcript

  • WHAT’S NEXT IN MARKETING + ADVERTISING
  • THE FUTURE OFMARKETING & ADVERTISING
  • BRAND =COLLECTIVELY, WHATPEOPLE SAY, FEEL &THINK ABOUT YOURPRODUCT, SERVICEOR COMPANY.
  • BRANDING =USING MARKETING TOINFLUENCE PEOPLES’ATTITUDES TOWARDS,AND PERCEPTIONSOF, THE BRAND.
  • BRAND LOYALTYWILL STILL BE EARNEDOVER TIME THROUGHCONSISTENT POSITIVEEXPERIENCES &ENGAGEMENTS WITH APRODUCT, SERVICE ORCOMPANY.
  • OLDMARKETING
  • OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
  • MODERNMARKETING
  • MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
  • HOW CANYOU CREATEBRAND FANS?
  • DELIVERVALUETHROUGHMARKETING.
  • OR, MORESIMPLYPUT…
  • MAKEPEOPLES’LIVESBETTER.
  • SO HOW CANWE DO THIS?
  • PRODUCTINNOVATION
  • BUILD THEMARKETING INTOTHE PRODUCT.
  • MAKE THEPRODUCT SOGREAT, PEOPLECAN’T HELP BUTTALK ABOUT IT.
  • 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
  • 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/
  • 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
  • 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
  • THE PRODUCT IS THE MARKETING
  • GREAT.BUT MYPRODUCTISN’T COOL.
  • WHAT CANI DO???
  • ADD VALUETHROUGHCONTENT.
  • CONTENTIS THENEWCURRENCY
  • PEOPLE WILLPAY FORGREATCONTENT.
  • BRANDS WILLPAY FORGREATCONTENT.
  • 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/
  • ENGAGEMENT
  • 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
  • UTILITY
  • 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
  • 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
  • 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
  • UTILITY
  • UTILITY
  • HOW DOWE CREATETHIS KIND OFMARKETING?
  • 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 )
  • 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
  • UNCOVERRICHCONSUMERINSIGHTS
  • 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
  • HOW DOWE UNCOVERTHESEINSIGHTS?
  • OBSERVE + LISTEN
  • EMERGINGMETHODS
  • DIGITAL ETHNOGRAPHY & ANTHROPOLOGY del.icio.us
  • COLLABORATION
  • COLLABORATION COMPANY INNOVATION INFORMATION & CONTENT & INPUT BETTER BRANDS AGENCY INSIGHTS CONSUMERS & IDEAS
  • COLLABORATION
  • COLLABORATION
  • IF YOU ONLYREMEMBERONE THING…
  • MODERNMARKETING =MAKING PEOPLES’LIVES BETTER.
  • THEEND