The future of marketing & advertisingPresentation 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.
OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
HOW CANYOU CREATEBRAND FANS?
SO HOW CANWE DO THIS?
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???
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“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“[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
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
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
DIGITAL ETHNOGRAPHY & ANTHROPOLOGY del.icio.us
COLLABORATION COMPANY INNOVATION INFORMATION & CONTENT & INPUT BETTER BRANDS AGENCY INSIGHTS CONSUMERS & IDEAS