„Mass marketing today
is a mass mistake.“
Larry Light, Chief Marketing Officer, McDonalds 2004

8375 TV Spots
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

5611 Radio Spots
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

1693 Print Ads
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

3000
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

„That doesn´t feel like advertisement
anymore; but like a war that the
economy fights against the people.“
Peter Glaser, Vanity Fair 21/08

THE FACTS
& FIGURES

78% of the German population are
irritated by advertising, only 24% are still
really watching advertising.
(Source: GfK Marktforschung)

82% of TV advertising in Germany is
generating a negative ROI.
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

12-13% of the viewers can remember
a TV-Spot.
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

76% of consumers do not believe companies
are telling the truth in their advertising.
(Source: GfK Marktforschung)

65% of all people feel „continuously
bombarded“ by advertising.
(Source: Yankelovich Monitor 2004)

54% of the consumer in the US avoid
products & services who „shower“ them
with advertising.
(Source: Yankelovich Monitor 2004)

WHY WHY WHY?

THIS IS
REALITY!

1965: 80% of 18-49 year olds could be
reached with only 3 TV-Spots.
2002: 117 Pime-Time Spots
to reach the same result.
(Source: Jim Stengel, Global Marketing Officer,P&G)

THE
CONSEQUENCES?

„We´re not in the business of keeping
the media companies alive.
We´re in the business of connecting
with consumers.“
Trevor Edwards, Global Brand & Category Management, Nike
New York Times 2007

767 Mio.U$ less marketingbudget
by the Top 25 Companys in the US in 2007.
(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

P&G reduced its marketingbudget by 25%.
(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

Telekom reduced its marketingbudget by 53%.
(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

NOW WHAT?

GOOD NEWS!

BRANDS &
BRANDING
HAVEN`T
CHANGED(EIGTHER)

BRANDS:
Collectively, what people say, feel & think about
your product, service or company.

BRANDING:
Using marketing to influence peoples‘ attitudes
towards the brand.

BRAND LOYALTY:
Will still be earned over time trough consistent
positive experiences & engagements with a
product, service or company.

!

TREAT THEM WELL,
AND THEY`ll RETURN
THE FAVOR.

BUT WHAT
CHANGED?

BRAND

RESEARCH
RESULTS:

THE FUTURE OF
ADVERTISING:

OLD
MARKETING

MORDERN
MARKETING

THE FUTURE
IS NOW!

GREAT
PRODUCTS

„We think the future of advertising is
great products that have marketing
embedded in them.“
Jeff Hicks, CEO, Crispin Porter + Bogusky
October 2006

CREATE
PRODUCTS

GREAT.
BUT MY PRODUCT
ISN´T COOL!

ADD VALUE
THROUGH
CONTENT!

ENTERTAINMENT

„The agency´s job is to create
content so valuable and usefull
that consumers wouldn´t want
to live without it.“
Jeff Hicks, CEO, Crispin Porter + Bogusky
October 2006

ENGAGEMENT

„You used to use your budget to
buy an audience. Now you have to
invent ideas to attract an audience.“
Lisa Seward, Mod Communications

TECHNOLOGY

COLLABORATION

COMMUNITY

SOCIAL MEDIA

“Social media is not a game played
from the sidelines.
Those who participate will succeed.
Engage or die.”
Brian Solis, Future Works

UTILITY

“When you create a utility, you're
creating something that gives people
time back. It becomes less about
information as pollution and more
about information to help people get
through life.”
Nick Law, CEO, R/GA North America
March 2008

COMBINE ALL

“With the organizational tools
Barack’s campaign is giving us,
we, the people, can change history.”
Valli Frausto, a 50-year-old mother of two from Columbus

HOW DO WE
CREATE THIS
KIND OF
MARKETING?

MAKE GOOD
PRODUCTS

BE HONEST

OBSERVE &
LISTEN

INVOLVE

R RETURN
O ON
I INVESTMENT

R RETURN
O ON
I INVOLVEMENT

COLLABORATE

DELIVER VALUE
TROUGH
MARKETING.

OR, MORE SIMPLY

“Change will not come if we wait for
some other person or if we wait for
some other time…We are the hope
of the future”
Barack Obama

LET`S KEEP IN TOUCH!

CREDITS
Scholz & Friends Strategy Group Paul Isakson
http://www.slideshare.net/SFStrategy/brands-and-communication-in- http://www.slideshare.net/paulisakson/whats-next-in-marketing-
the-era-of-media-democracy advertising-318143/
Neil Perkin Marta Kagan
http://www.slideshare.net/neilperkin/whats-next-in-media http://www.slideshare.net/mzkagan/what-the-fk-social-media