Emerging Platforms Exploration

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I gave this presentation in February 2014 to a group of advertising and marketing professionals enrolled in a Digital Advertising Certificate workshop through the University of Illinois College of Media.

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Emerging Platforms Exploration

  1. 1. BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION! 02.24.2014! !
  2. 2. BASSETT & PARTNERS 6EMERGING PLATFORMS
  3. 3. Today’s Objectives 4 • Illustrate how companies are using emerging platforms to advance their advertising strategy.! • Identify opportunities for advertising in emerging platforms.! • Evaluate emerging platforms with a critical eye to advertising implications.! • Identify current and future trends in emerging platforms. BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  4. 4. BASSETT & PARTNERS 5 CULTURAL CONTEXT! EMERGING PLATFORMS EXPLORATION
  5. 5. BASSETT & PARTNERS 6 ALWAYS ON EMERGING PLATFORMS EXPLORATION
  6. 6. BASSETT & PARTNERS 7 GRAYED OUT EMERGING PLATFORMS EXPLORATION
  7. 7. BASSETT & PARTNERS 8 EMPOWERED EMERGING PLATFORMS EXPLORATION
  8. 8. BASSETT & PARTNERS 9 THIRSTY EMERGING PLATFORMS EXPLORATION
  9. 9. BASSETT & PARTNERS 10 OVERWHELMED EMERGING PLATFORMS EXPLORATION
  10. 10. BASSETT & PARTNERS ANXIOUS EMERGING PLATFORMS EXPLORATION 11
  11. 11. BASSETT & PARTNERS ANNOYED EMERGING PLATFORMS EXPLORATION 12
  12. 12. BASSETT & PARTNERS STATE OF ADVERTISING! EMERGING PLATFORMS EXPLORATION 13
  13. 13. BASSETT & PARTNERS BROKEN EMERGING PLATFORMS EXPLORATION 14
  14. 14. Advertising is broken 15BASSETT & PARTNERS Source: Andrew Ehrenberg; Copernicus Consulting; McKinsey EMERGING PLATFORMS EXPLORATION • “In most categories a brand’s market share is stationary”! • 4 out of 5 categories seen as increasingly homogeneous! • Less than 1 in 10 ads seen as different! • 4% response rate successful in DM; 0.5% average click-thru rate for banners! • 3x $ spent on price cutting as on ‘brand building’ in packaged goods!
  15. 15. What are you really selling? 16BASSETT & PARTNERS Source: Youtube - Simon Sinek, "Start With Why" EMERGING PLATFORMS EXPLORATION
  16. 16. BASSETT & PARTNERS “Understand what people are interested in and work back from there.” ! ! - Gareth Kay, Founding Partner Zeus Jones San Francisco EMERGING PLATFORMS EXPLORATION 17
  17. 17. Emerging Platforms 18 PLATFORMS THAT CAN BE LEVERAGED BY BRANDS TO SHARE WITH THE WORLD WHY THESE BRAND EXIST IN THE FIRST PLACE - I.E. THEIR REASONS FOR BEING.! ! THESE PLATFORMS SHOULD ALSO ALLOW BRANDS TO DEMONSTRATE THEIR USEFULNESS WELL BEYOND SIMPLY THEIR LITERAL PRODUCT OR SERVICE BENEFITS. BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  18. 18. Emerging Platforms 19 1. Curated experiences! 2. New learning culture! 3. Maker movement! 4. Super human potential! 5. Access vs. Ownership BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  19. 19. BASSETT & PARTNERS 1. CURATED EXPERIENCES! EMERGING PLATFORMS EXPLORATION 20
  20. 20. 1. Curated experiences 21 • What it is: EXPERIENCES STITCHED TOGETHER BY TASTEMAKERS ! ! • Why it matters: PEOPLE ARE OVERWHELMED BY UNLIMITED OPTIONS, THEY’RE LOOKING FOR DIRECTION, WHILE AT THE SAME TIME THEY VALUE BEING SURPRISED & DELIGHTED THROUGH NEW DISCOVERIES BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  21. 21. 1. Curated experiences :: Beats Music 22BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  22. 22. 1. Curated experiences :: Trunk Club 23BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  23. 23. BASSETT & PARTNERS 2. NEW LEARNING CULTURE! EMERGING PLATFORMS EXPLORATION 24
  24. 24. 2. New learning culture 25 • What it is: LEARNING IS NO LONGER DEPENDENT ON INSTITUTIONS! ! • Why it matters: PEOPLE SEEKING NEW SKILLS CAN TAP INTO AN ENDLESS SUPPLY OF CONTENT ONLINE AT LITTLE TO NO COST BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  25. 25. 2. New learning culture :: Skillshare 26BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  26. 26. 2. New learning culture :: Khan Academy 27BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  27. 27. BASSETT & PARTNERS 3. MAKER MOVEMENT! EMERGING PLATFORMS EXPLORATION 28
  28. 28. 3. Maker Movement 29 • What it is: THE RESURGENCE OF PEOPLE WANTING TO MAKE TANGIBLE THINGS WITH THEIR OWN HANDS! ! • Why it matters: CALL IT A REJECTION OF THE DIGITIZATION OF NEARLY EVERY ASPECT OF OUR LIVES - PEOPLE HAVE A DEEP-SEATED DESIRE TO CREATE AND MAKE THEIR MARK! BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  29. 29. 3. Maker movement :: Motomethod 30BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATIONSource: PSFK Future Retail Report 2012 | PG 28 Motorcycle repair shop invites customers to work on bikes themselves.!
  30. 30. 3. Maker movement :: MakerBot 31BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  31. 31. BASSETT & PARTNERS 4. SUPER HUMAN POTENTIAL! EMERGING PLATFORMS EXPLORATION 32
  32. 32. 4. Super human potential 33 • What it is: WEARABLE DEVICES WILL ACT AS DIGITAL EXTENSIONS OF PEOPLE’S OWN HUMAN ABILITIES! ! • Why it matters: PEOPLE WILL BE ABLE TO DO EXTRAORDINARY THINGS AS THE INTEGRATION OF SENSORS AND TECHNOLOGY IS EMBEDDED INTO THE FABRIC OF OUR EVERYDAY LIVES! BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  33. 33. 4. Super human potential :: Wearable Robot 34BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  34. 34. 4. Super human potential :: Oakley Airwave 35BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  35. 35. BASSETT & PARTNERS 5. ACCESS V OWNERSHIP! EMERGING PLATFORMS EXPLORATION 36
  36. 36. 5. Access v ownership 37 • What it is: PEOPLE NO LONGER FEEL THE NEED TO PERSONALLY OWN MANY THINGS THAT WERE ONCE CONSIDERED NECESSITIES.! ! • Why it matters: THE GREAT RECESSION HAS MADE A LASTING IMPACT ON PEOPLE’S PRIORITIES. WHEN MONEY WAS SCARE, ALTERNATIVE BUSINESS MODELS WERE LAUNCHED AND LOVED.! BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  37. 37. 5. Access v ownership :: Uber 38BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  38. 38. 5. Access v ownership :: Airbnb 39BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  39. 39. BASSETT & PARTNERS IMPLICATIONS! EMERGING PLATFORMS EXPLORATION 40
  40. 40. Emerging Platforms + Implications 41 1. Curated experiences! 2. New learning culture! 3. Maker movement! 4. Super human potential! 5. Access v Ownership BASSETT & PARTNERS 1. One-to-one! 2. Always in beta! 3. Embrace analog! 4. Need to speak visually! 5. Always be sharing EMERGING PLATFORMS EXPLORATION
  41. 41. BASSETT & PARTNERS 1. ONE-TO-ONE! EMERGING PLATFORMS EXPLORATION 42
  42. 42. 1. One-to-one 43 • LEVERAGE TECHNOLOGY TO MAKE CUSTOM TAILORED EXPERIENCES AT SCALE (E.G. N.M. ARMS SALES PEOPLE WITH IPADS THAT LIST FREQUENT SHOPPERS PREFERENCES) BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  43. 43. BASSETT & PARTNERS 2. ALWAYS IN BETA! EMERGING PLATFORMS EXPLORATION 44
  44. 44. 2. Always in beta 45 • ADVERTISING IS NOT A SET IT AND FORGET IT APPROACH LIKE IN YEARS PAST.! ! • THERE IS A NEED TO BE AGILE. TO DEPLOY, LEARN, AND ADAPT AFTER LAUNCH. BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  45. 45. BASSETT & PARTNERS 3. EMBRACE ANALOG! EMERGING PLATFORMS EXPLORATION 46
  46. 46. 3. EMBRACE ANALOG 47 • THE COUNTER TO OUR EVER INCREASING DIGITIZED SOCIETY IS THE NEED TO CREATE TANGIBLE THINGS OUT OF MATTER THAT MATTER TO US.! ! • IN WHAT WAYS COULD YOUR BRAND, PRODUCT, SERVICE AND/OR EXPERIENCE ENABLE PEOPLE TO LEVERAGE THEIR IMAGINATION AND CREATE? BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  47. 47. BASSETT & PARTNERS 4. NEED TO SPEAK VISUALLY! EMERGING PLATFORMS EXPLORATION 48
  48. 48. 4. Need to speak visually 49 • WE ARE ENGROSSED IN TEXT ALL DAY LONG - FROM TEXT MESSAGE, TO MARKETING COMMUNICATIONS TO EMAIL TO NEWS APPS, GOSSIP MAGAZINES AND EVERYTHING IN BETWEEN.! ! • HOW MIGHT WE LEVERAGE VISUALS AND IMAGERY TO HELP PEOPLE NAVIGATE EXPERIENCES WITH EASE AND INTUITION? BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  49. 49. BASSETT & PARTNERS 5. ALWAYS BE SHARING! EMERGING PLATFORMS EXPLORATION 50
  50. 50. 5. Always be sharing 51 • THE PASSIONATE PURSUIT OF MATERIAL ACCUMULATION HAS BEEN UPENDED BY THE DESIRE TO GAIN EXPERIENCES WITHOUT THE STRINGS.! ! • IN WHAT WAYS MIGHT YOUR BRAND BE BETTER SERVED BY OFFERING ITS PRODUCTS OR SERVICES ON A TEMPORARY BASIS V BEING SOLEY FOCUSED ON CLOSING THE SALE? BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  51. 51. mike.ronkoske@bassett.tv ! @koske

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