IN MARKETING + ADVERTISING WHAT’S NEXT

THE FUTURE OF ADVERTISING

THERE ISN’T ANY.

THE END

J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K

THE FUTURE OF MARKETING

TOPICS / AGENDA BRANDS OLD MARKETING NEW MARKETING INNOVATION ENGAGEMENT UTILITY INSIGHT

BRANDS

OLD MARKETING

NEW MARKETING

INNOVATION

ENGAGEMENT

UTILITY

INSIGHT

BRANDS & BRANDING HAVEN’T CHANGED

BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.

BRANDING = USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND PERCEPTIONS OF, THE BRAND.

BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH A PRODUCT, SERVICE OR COMPANY.

TREAT ME WELL, AND I’LL RETURN THE FAVOR.

OLD MARKETING

OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER

THIS ISN’T WORKING.

“ I DON’T KNOW WHAT WE’RE YELLING ABOUT!!!”

A TIME FOR CHANGE “ We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” Trevor Edwards Vice President, Global Brand & Category Management Nike October 2007 Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html

“ We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.”

Trevor Edwards

Vice President, Global Brand & Category Management

Nike

October 2007

MODERN MARKETING

MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM

MODERN MARKETING “ [Digital] is the centerpiece of a broader campaign. I think that’s become a real integral part of how we use the web, moving beyond just promoting web addresses in TV spots or print ads to really making them a critical part of the storytelling for the brands.” Rob Master Media Director, North America Unilever March 2008 Source: Advertising Age - http://adage.com/article?article_id=125663

“ [Digital] is the centerpiece of a broader campaign. I think that’s become a real integral part of how we use the web, moving beyond just promoting web addresses in TV spots or print ads to really making them a critical part of the storytelling for the brands.”

Rob Master

Media Director, North America

Unilever

March 2008

HOW CAN YOU CREATE BRAND FANS?

DELIVER VALUE THROUGH MARKETING.

OR, MORE SIMPLY PUT…

MAKE PEOPLES’ LIVES BETTER.

O.K. SOUNDS SIMPLE ENOUGH.

SO HOW CAN WE DO THIS?

PRODUCT INNOVATION

BUILD THE MARKETING INTO THE PRODUCT.

MAKE THE PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT.

MODERN MARKETING “ Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.” Seth Godin Author / Speaker / Marketing Expert Purple Cow 2002 Source: Purple Cow / Seth Godin / Page 3

“ Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.”

Seth Godin

Author / Speaker / Marketing Expert

Purple Cow

2002

MODERN MARKETING “ We think the future of advertising is great products that have marketing embedded in them.” Jeff Hicks CEO Crispin Porter + Bogusky October 2006 Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/

“ We think the future of advertising is great products that have marketing embedded in them.”

Jeff Hicks

CEO

Crispin Porter + Bogusky

October 2006

MODERN MARKETING “ Coming up with product innovations. That's what we're setting out to do.” Steven Marrs Vice Chairman Global Head of Digital and Branded Content NITRO April 2007 Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893

“ Coming up with product innovations. That's what we're setting out to do.”

Steven Marrs

Vice Chairman

Global Head of Digital and Branded Content

NITRO

April 2007

MODERN MARKETING “ Our belief is that marketing and product have converged. The consumer doesn’t separate the marketing experience from the product experience.” Ajaz Ahmed Founder & Chairman AQKA March 2008 Source: Advertising Age - http://adage.com/article?article_id=125664

“ Our belief is that marketing and product have converged. The consumer doesn’t separate the marketing experience from the product experience.”

Ajaz Ahmed

Founder & Chairman

AQKA

March 2008

THE PRODUCT IS THE MARKETING

THE PRODUCT IS THE MARKETING

THE PRODUCT IS THE MARKETING

THE PRODUCT IS THE MARKETING

GREAT. BUT MY PRODUCT ISN’T COOL.

WHAT CAN I DO???

WELL, FRANKLY YOU’RE SCREWED.

J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K

ADD VALUE THROUGH CONTENT.

CONTENT IS THE NEW CURRENCY

OR, AS TRACY MORGAN WOULD SAY

CONTENT IS THE NEW PRESIDENT, BITCH.

PEOPLE WILL PAY FOR GREAT CONTENT.

CONTENT IS THE NEW CURRENCY 1 Week = $1.6 Million Source: Chicago Tribune / Leisure Blogs / Turn It Up - http://leisureblogs.chicagotribune.com/turn_it_up/2008/03/reznors-one-wee.html

BRANDS WILL PAY FOR GREAT CONTENT.

CONTENT IS THE NEW CURRENCY

CONTENT IS THE NEW CURRENCY “ [The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it.” Jeff Hicks CEO Crispin Porter + Bogusky October 2006 Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/

“ [The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it.”

Jeff Hicks

CEO

Crispin Porter + Bogusky

October 2006

ENGAGEMENT

ENGAGEMENT “ The days of making funny things that may or may not have an effect on the client's business are ending.” Jeff Benjamin Interactive Creative Director Crispin Porter + Bogusky March 2008 Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd

“ The days of making funny things that may or may not have an effect on the client's business are ending.”

Jeff Benjamin

Interactive Creative Director

Crispin Porter + Bogusky

March 2008

ENGAGEMENT CP+B FOLK LORE / MYTHOLOGY: ALEX BOGUSKY DOESN’T WANT TO SEE SCRIPTS ANYMORE. “ DON’T SHOW ME A SCRIPT. SHOW ME THE PRESS RELEASE.” IT’S ALL ABOUT HOW PEOPLE WILL ENGAGE - WHY THEY WILL FIND IT INTERESTING & PARTICIPATE. Source: Life Moves Pretty Fast - http://ameliatorode.typepad.com/life_moves_pretty_fast/2008/01/dont-write-me-a.html

CP+B FOLK LORE / MYTHOLOGY:

ALEX BOGUSKY DOESN’T WANT TO SEE SCRIPTS ANYMORE.

“ DON’T SHOW ME A SCRIPT. SHOW ME THE PRESS RELEASE.”

IT’S ALL ABOUT HOW PEOPLE WILL ENGAGE - WHY THEY WILL FIND IT INTERESTING & PARTICIPATE.

ENGAGEMENT 16 QUARTERS OF CONSECUTIVE GROWTH Source: BusinessWeek - http://www.businessweek.com/the_thread/brandnewday/archives/2008/02/crispin_downloa_1.html

ENGAGEMENT No. 1 seller in Personal Grooming category on Amazon.com for the first two months after launch. Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=53172

ENGAGEMENT

ENGAGEMENT

UTILITY

UTILITY “ [Branded Utility] is where the brand creates a commitment to a relationship. It’s where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life.” Benjamin Palmer CEO / Owner The Barbarian Group October 2006 Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html

“ [Branded Utility] is where the brand creates a commitment to a relationship. It’s where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life.”

Benjamin Palmer

CEO / Owner

The Barbarian Group

October 2006

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 Chief Creative Officer, North America R/GA March 2008 Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd

“ 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

Chief Creative Officer, North America

R/GA

March 2008

UTILITY

UTILITY “ [Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.” Nick Law Chief Creative Officer, North America R/GA April 2007 Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893

“ [Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.”

Nick Law

Chief Creative Officer, North America

R/GA

April 2007

UTILITY

UTILITY

UTILITY

HOW DO WE CREATE THIS KIND OF MARKETING?

CREATING BETTER MARKETING “ We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, then make sure we’re there, ready.” Akio Morita Co-Founder Sony Corporation Source: Truth, Lies & Advertising / Jon Steel / page 189 ( found via Meme Huffer- http://memehuffer.typepad.com/meme_huffer/2007/12/great-quotes-fo.html )

“ We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, then make sure we’re there, ready.”

Akio Morita

Co-Founder

Sony Corporation

CREATING BETTER MARKETING “ It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.” Steve Jobs Co-Founder, Chairman & CEO Apple May 1998 Source: BusinessWeek - http://www.businessweek.com/1998/21/b3579165.htm

“ It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.”

Steve Jobs

Co-Founder, Chairman & CEO

Apple

May 1998

UNCOVER RICH CONSUMER INSIGHTS

OPPORTUNITY COMES FROM INSIGHTS “ Great work comes from insight, and we have always worked from insight. … We have a vision of ourselves becoming the lead agency for the digital age. Insights are going to come in so many different ways. We’d like to pride ourselves on the ability to capitalize on them.” Laura Lang CEO Digitas USA March 2008 Source: Advertising Age - http://adage.com/article?article_id=125670

“ Great work comes from insight, and we have always worked from insight. … We have a vision of ourselves becoming the lead agency for the digital age. Insights are going to come in so many different ways. We’d like to pride ourselves on the ability to capitalize on them.”

Laura Lang

CEO

Digitas USA

March 2008

HOW DO WE UNCOVER THESE INSIGHTS?

OBSERVE + LISTEN

TRADITIONAL METHODS FOCUS GROUPS 1x1 INTERVIEWS ETHNOGRAPHIC STUDIES CULTURAL ANTHROPOLOGY SURVEYS USABILITY TESTING / LABS

FOCUS GROUPS

1x1 INTERVIEWS

ETHNOGRAPHIC STUDIES

CULTURAL ANTHROPOLOGY

SURVEYS

USABILITY TESTING / LABS

EMERGING METHODS

DIGITAL ETHNOGRAPHY & ANTHROPOLOGY del.icio.us

COLLABORATION

COLLABORATION AGENCY CONSUMERS COMPANY INFORMATION & INPUT INSIGHTS & IDEAS INNOVATION & CONTENT BETTER BRANDS

COLLABORATION

COLLABORATION

IF YOU ONLY REMEMBER ONE THING…

MODERN MARKETING = MAKING PEOPLES’ LIVES BETTER.

THE END

?s

IF YOU WANT TO READ MORE OF WHAT I’M THINKING… http://paulisakson.typepad.com/planning

THA NKS

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CONTACT ME PAUL ISAKSON Senior Strategic Planner space150 http://www.paulisakson.com/ [email_address]

PAUL ISAKSON

Senior Strategic Planner

space150

http://www.paulisakson.com/

[email_address]