Your SlideShare is downloading. ×
me, myself, and mineHow the Digital Age Created the Selfish Consumer(And What You Should Do About It)An agency perspective...
Part I: The Pitch	 1Part II: The Catch	 5	 Chapter 1: Who? What? Now!	 6	 Chapter 2: What Does Selfish MEan?	 10	 Chapter ...
Part I: The Pitch1
Let’s face it. Humans are inherently selfish. And that’s a good thing. It’s thereason we’re able to write this book and pr...
My Club!But fear not. There is hope. For agencies are selfish,too. And if we don’t get smart about targeting thepeople we ...
Part II: The CATCH5
Who? What? Now!1
This isn’t your boss’s consumer.7
Remember the days when you could take a drive without your cell phone andnot freak out?It’s the same way with anyone who u...
consumers are now greedy for what they like. Andbecause they’re equipped with a nearly infinite arrayof technological poss...
What does selfish mean?2
The selfish consumer is all about the “me,” as in,“This is where I am. This is what I want. So give itto me already.”This ...
what i want3
While consumers want new and interesting ways to get the media they want, themedia itself has not really changed.Simply pu...
It’s become more than just creative-executions-across-a-broad-spectrum-of-media-that-waits-to-be-mercilessly-gobbled-up-by...
It’s not just content. It’s conversations. And while content is still at the top of thefood chain, how, what, and where th...
when i want it4
What would you do if you could travel in time? Journey back to when dinosaurswalked the Earth? Go forward to see the next ...
Prime time ain’t what it used to be.
In fact, there are even ways to watch those long-lost shows that were oncerelegated to the dustbin of history, whenever yo...
where i want!5
Ever been in a house built before 1950? Sure you have. Bet you’ve noticed thatthere’s not one room made for a TV bigger th...
Video ShiftyVideo content is undergoing the same change. But because technology isprogressing at an infinitely quicker pac...
Plug-and-Play Part Two, Electric BoogalooSoon, virtually any and every major electronic device will be able tocommunicate ...
in the forms i want6
In this new digital-access world of ours, things are topsy-turvy. Instead ofform following function, it’s now function fol...
Now think about how many formats you or your clients are advertising within—at the same time—for every initiative. Because...
with no interruptions7
In this brave, new digital world, there is an antidote for interruptions, betterknown as marketing and advertising (face i...
Hands Off My Free!Consumers are no longer satisfied with having to register for access. They aresavvy enough to know that ...
as much or as little!831
The selfish consumer is not subject to our pesky rules of timely,organized distribution.While you might be on a monthly, w...
How do you stack up?The growing popularity and functionality of widgets have been supplementingand replacing Web hits, sea...
filtered by my peers (and backed by expert opinion)9
In the retail industry, on average, one out of every 10 customers who experiencesgreat service will tell a friend about it...
Instead of peer pressure, it’s now peer measure.Who are these reviewers? Are they product reps? Paid “consumers”? Whilecom...
The Rise of Blog-thenticityWithout a face-to-face experience, the trust factor started to erode. Yet with allof the online...
Cox’s blog didn’t grow through mass marketing, time-tested traditions, ornetwork support, but because a bunch of those “ha...
and then i’ll share it with my friends1039
Peer advocates. Ahh, the holy grail of advertising. The critical mass attained whengenerated content infuses with user fee...
traditional advertising revenue streams. From TV shows being offered online forfree, to YouTube videos drawing more viewer...
Look at Microsoft. After years of trying to prevent in-house critiques from goingpublic, while also trying to mitigate out...
And friends share.43
But Don’t You Dare Tell a Soul You Know Me!11
Here’s where it gets complicated (you knew it would). While friends sharegraciously, because… well, they’re friends, the i...
Shh, We’re Talking!Privacy is becoming the hot-button issue with theselfish consumer. As more and more companiesand agenci...
Keep It CleanThere are already consumer-level VPNs that canmake P2P networks virtually undetectable. Andthat’s just the be...
Part III: The SWITCH49
what is the question?12
So here we are. The third act. The time when problems get solutions. When heroesfind hidden strength. When sequels get gre...
apply the solution13
The antidote to selfish consumers is within your reach, along with the spoilsthat come with it.To borrow from the book Blu...
applicate yourself1455
Applications?Are we being serious?Yes, applications. Because as far as marketing and advertising are concerned,application...
And it is within these portals that applications can make a mark.Ready. Get set. Go!themeveryonesomeone youDialogueYOUR NE...
appli-what? appli-who?15
When we talk about application marketing (also known as the über-coolacronym AM), what exactly do we mean?I AM what I AM.a...
Think about it. Instead of being a marketing Trojan horse that unleashes atorrent of marketing mayhem, AM actually feeds u...
Do you see what I see?61
Just like any emerging opportunity, AM has evolved and is still evolving.Here are a few brief examples:Start Making Choice...
NIKEiDSome would call it a portal into personalized shoecreation. Others would call it customized marketing.You know what ...
THE SOLUTION to EVOLUTION16
As the evolving samples showed, the beauty of application marketing is that ifit’s done well, or even just OK, it will fin...
I’m sorry; did you say something?
67
Flip to the App….Now think about application marketing. Instead of using the saturation hammer,you’ll be able to use the c...
As we mentioned in Chapter 7, advertising (untilrecently) has been considered a creative interruptionto real creative cont...
In May 2006, email properties accounted for 49% of online ad impressions.What do you do if (and when) the application beco...
The selfish consumer wants anonymity; isn’t this violating that need?Not if they want the application. Selfish consumers a...
THE GRAND FINALE17
There you have it. You have selfish consumers and what you can do aboutthem. But you still don’t look completely convinced...
What I want.So you want applications that do your bidding? OK, here you go.When I want it.Any time you want it, it’s yours...
Filtered by my peers (and backed by expert opinion).The definition of effective AM is a central application that captures ...
AND IN CONCLUSION…18
So there you have it.You have selfish consumers, what they stand for, and what we propose youcan do about them. Our soluti...
Some books virtually write themselves. This one did not. If you likethe thinking behind this book, talk to these guys:Mich...
Me, Myself and Mine
Me, Myself and Mine
Me, Myself and Mine
Me, Myself and Mine
Me, Myself and Mine
Me, Myself and Mine
Me, Myself and Mine
Upcoming SlideShare
Loading in...5
×

Me, Myself and Mine

239

Published on

Me, Myself and Mine is an Atticus award winning presentation and marketing framework. I've toured the globe speaking about computer/human interaction in the digital age.

Or basically how everyone is selfish on the internet.

Published in: Marketing, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
239
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Me, Myself and Mine"

  1. 1. me, myself, and mineHow the Digital Age Created the Selfish Consumer(And What You Should Do About It)An agency perspective from Bridge Worldwide
  2. 2. Part I: The Pitch 1Part II: The Catch 5 Chapter 1: Who? What? Now! 6 Chapter 2: What Does Selfish MEan? 10 Chapter 3: What I Want 12 Chapter 4: When I Want It 16 Chapter 5: Where I Want! 20 Chapter 6: In the Forms I Want 24 Chapter 7: With No Interruptions 28 Chapter 8: As Much or As Little! 31 Chapter 9: Filtered by My Peers (And Backed by Expert Opinion) 34 Chapter 10: And Then I’ll Share It with My Friends 39 Chapter 11: But Don’t You Dare Tell a Soul You Know Me! 44Part III: The Switch 49 Chapter 12: What Is the Question? 50 Chapter 13: Apply the Solution 52 Chapter 14: Applicate Yourself 55 Chapter 15: Appli-What? Appli-Who? 58 Chapter 16: The Solution to Evolution 64 Chapter 17: The Grand Finale 72 Chapter 18: And in Conclusion… 76
  3. 3. Part I: The Pitch1
  4. 4. Let’s face it. Humans are inherently selfish. And that’s a good thing. It’s thereason we’re able to write this book and print it on trees that died for the cause.Because ever since a) Adam took a bite of that apple, or b) ancient protozoanswanted more than just salt water (we are equal opportunity believers here), it’sbeen our selfish tendencies that have propelled us forward. Now let’s take a tremendous leap forward to today, where selfishness hasactually caused an evolution of our most plentiful resource—consumers.Armed with the ability to digitally choose content, skip advertising, and bypassordinary marketing tactics, these newly evolved hominids now have the powerto be selfish beyond reason—to access, watch, and, most importantly, buy withselfish impunity.
  5. 5. My Club!But fear not. There is hope. For agencies are selfish,too. And if we don’t get smart about targeting thepeople we need to hook, then we’ll all be out of a job.However, to do that, we first need to understand whatthe selfish consumer is really all about.And that’s where this story begins….3
  6. 6. Part II: The CATCH5
  7. 7. Who? What? Now!1
  8. 8. This isn’t your boss’s consumer.7
  9. 9. Remember the days when you could take a drive without your cell phone andnot freak out?It’s the same way with anyone who uses TiVo®. Once you start, there’s noway you can imagine TV without it. But what is it about TiVo that makes it sounbelievably essential that you can’t live (or imagine how you grew up) withoutone? It’s not the media. Let’s face it: Since the ’90s, not much has changed. It’ssomething more fundamental.Control—It’s No Longer RemoteThe difference is that technology such as TiVo, iPods, and even blogs providesnew ways to control, manage, and select old-media formats. While the ’80s and’90s were all about the creation of new media (e.g., the ascent of MTV), thiscentury is all about accessing new media in less controllable formats (e.g., thedescent of MTV). This not only alters consumer behavior, but it also has forevershifted consumer attitudes. Instead of being grateful for what they are given,
  10. 10. consumers are now greedy for what they like. Andbecause they’re equipped with a nearly infinite arrayof technological possibilities to filter their content, theyhave become what traditional advertisers would call“the mother of all nightmares.”We prefer to call them selfish. But that’s a good thing.Here’s why.9
  11. 11. What does selfish mean?2
  12. 12. The selfish consumer is all about the “me,” as in,“This is where I am. This is what I want. So give itto me already.”This new state of mind breaks away from traditionalcapitalism and, therefore, is far removed fromtraditional advertising and marketing. In fact, it’sso anti-traditional that consumers have adopted aselfish new mantra that we’ve deciphered. It goes alittle something like this:11
  13. 13. what i want3
  14. 14. While consumers want new and interesting ways to get the media they want, themedia itself has not really changed.Simply put, while content isn’t everything, it is still the king. It’s just that the kinghas some new clothes.But what exactly is content?13
  15. 15. It’s become more than just creative-executions-across-a-broad-spectrum-of-media-that-waits-to-be-mercilessly-gobbled-up-by-consumers. Content has,in fact, been redefined by consumers to fit their lives, their schedules, andtheir mediums. Rather than being the small fish in the immense marketingsea, consumers now have the ability to see eye-to-eye, scale-to-scale, pond-to-pond. Do a quick search for your favorite consumer brand on YouTube™.See what comes up. Sure, a lot of what you find will suck. Even the brandname might be misspelled. But think about what’s really being said. Andwhat is really being seen.The old content model
  16. 16. It’s not just content. It’s conversations. And while content is still at the top of thefood chain, how, what, and where these conversations occur has become justas important.Anyone have a towel?The new content model15
  17. 17. when i want it4
  18. 18. What would you do if you could travel in time? Journey back to when dinosaurswalked the Earth? Go forward to see the next millennium?Well sorry, the laws of physics just won’t allow time travel. However, contrary topopular belief, you can time shift.My Time, Me Time, Any TimeThanks to the power of TiVo, cell phone multitasking, and that crazy thing calledthe Internet, the framework that built the traditional marketing and advertisingplatform has forever shifted and, in fact, is crumbling.No longer are we subservient to prime-time hours. No longer are we locked intowhen we see what we do not want to miss. We have enabled consumers totime-shift media to match their schedule. At their beck. At their call.17
  19. 19. Prime time ain’t what it used to be.
  20. 20. In fact, there are even ways to watch those long-lost shows that were oncerelegated to the dustbin of history, whenever you want. Instead of having to watchanother repeat of The King of Queens, you’ll be able to watch episodes of Chicoand the Man over and over.So Long, NielsenBut let’s look at the bigger picture. Think about all of the paradigms that will haveto shift to adjust to this time-free viewing pattern. With our TiVo storing programsto watch at any time… with our phones accessing our TiVo to watch any where…with our laptop syncing with our phone to deliver content any way we want, thefuture of content is the death of prime time. 19
  21. 21. where i want!5
  22. 22. Ever been in a house built before 1950? Sure you have. Bet you’ve noticed thatthere’s not one room made for a TV bigger than 19” (plasma doesn’t count, sodon’t get us started). That’s because before TV, living rooms were made foractual talking, or if you were a real gadget guru, for listening to the radio.What’s the Frequency, Kenneth?So let’s talk about the radio and its evolution. Back when radios were big, clunky,and gothic looking, they had a few channels with a captive audience—the familywhole. As they became more portable and advanced, the formats changed, theaudience changed, and radio eventually became the multi-segmentedmicro-demographic it is today.21
  23. 23. Video ShiftyVideo content is undergoing the same change. But because technology isprogressing at an infinitely quicker pace, it’s literally happening before oureyes. Instead of being limited to our TV room, a movie theater, or our desktop,the consumer’s desire for accessibility is immediately matched by new digitalrelationship marketing solutions from a new generation of media providers.Channel TravelThis “location shift” allows for free, purchased, or even pirated content to gowherever consumers may be. It’s already started with products like Sony’sLocationFree®TV and Slingbox™. So now, instead of being relegated towatching the lowly Dodgers in Los Angeles, you can watch a streamingbroadcast of the Reds that was DVRed earlier. And this one belongs to…
  24. 24. Plug-and-Play Part Two, Electric BoogalooSoon, virtually any and every major electronic device will be able tocommunicate and sustain a potential consumer dialogue. Where you oncehad to plug into an outlet, plug into your Internet, and then get everything toplay together, consumers soon will be able to just plug and play away. You’llbe able to initiate dialogue through the refrigerator, the television, even thehouse…. Think about the possibilities, and the ramifications. Then think abouthow different your child’s dream house will be built in 20 years. So much forthat granite bar in the basement.23
  25. 25. in the forms i want6
  26. 26. In this new digital-access world of ours, things are topsy-turvy. Instead ofform following function, it’s now function following form. And it’s becomingincreasingly unbalanced.Media that isn’t available in the formats consumers choose will be overlooked,ignored, and eventually abandoned.Think of all of the different entertainment formats and mediums that arecurrently available to consumers....25
  27. 27. Now think about how many formats you or your clients are advertising within—at the same time—for every initiative. Because if you’re missing one, you’remissing a ton.This is just the beginning. As cable, satellite, router, server, and wirelesstechnologies keep improving, the methods of media access will have tokeep pace. Let’s face it: The odds are that in five years, these lists will be asoutdated as your home phone.27
  28. 28. with no interruptions7
  29. 29. In this brave, new digital world, there is an antidote for interruptions, betterknown as marketing and advertising (face it—it’s what we do). This elixir isanonymity. Because when you can look at content with no strings attached, thecontent becomes more pure. At least in the eyes of the beholders. To them, themessage becomes clearer, less tainted.Free (ain’t) dom.29
  30. 30. Hands Off My Free!Consumers are no longer satisfied with having to register for access. They aresavvy enough to know that with an email or text address, a bevy of interruptionswill soon be coming. With a seemingly limitless ability to circumvent ourtentacles of contact, consumers no longer have to stand for watching a 30-second video, or registering countless times, or being subject to infinite emails,texts, or even snail mail.Websites such as bugmenot.com are already dedicated to keeping consumersanonymous by providing artificial usernames and passwords to popularregistration-required sites across the Internet. It’s effectively doing the samething to Web content that TiVo and DVRs have done to television—furthershrinking our windows of opportunity to communicate our clients’ messages.But as one window closes (or at least gets the shades pulled down), newopportunities arise. What are they? Don’t worry; we’ll get to that.
  31. 31. as much or as little!831
  32. 32. The selfish consumer is not subject to our pesky rules of timely,organized distribution.While you might be on a monthly, weekly, or even daily schedule of deliveringnew content (and if you’re doing it daily, hats off to you!), selfish consumersreside on a new plain of time and space. While it is up to us to provide saidmaterials in a time frame that’s familiar, consumers will choose when, how, andhow much content they will peruse.The key for us is to create logical pathways that seamlessly connect the monthlyto the weekly to the daily—even to the hourly—updates consumers crave. Goodwebsites make this possible. Great agencies get their clients to behave like one.Those Wild and Wacky Widgets
  33. 33. How do you stack up?The growing popularity and functionality of widgets have been supplementingand replacing Web hits, search engines, and email registrations. With theintegration of desktop data widgets into Internet Explorer®7.0, all of the bigboys (Apple®, Google™, Microsoft®, and Yahoo!®) have made a plethora of freecontent instantly available, with little effort required.To the selfish consumer, it’s all reward, no risk. To the smart marketer, it’sopportunity, with no ceiling. Do you see how?33
  34. 34. filtered by my peers (and backed by expert opinion)9
  35. 35. In the retail industry, on average, one out of every 10 customers who experiencesgreat service will tell a friend about it. However, seven out of 10 customers whoexperience bad service will pass their recollection along.That might sound unfair, but if you look deeper, there’s a more hidden truth: Thatone person who advocates for the retailer is more effective than all advertising,marketing, and sales promotions combined. By extolling their personal experienceand resulting benefits in an unbiased manner to a new consumer, the chance thatthis new audience will be persuaded to a new way of thinking—potentially becominga new customer—increases dramatically.That one person has become the new expert of the 21st century. More trusted thanfour out of five doctors. More informed than a reporter. More vital than a media plan.However, when it comes to online peers, it gets tricky. In the beginning it was allgood. You searched for electronics at Amazon.com, you read the reviews, you chose,you bought. But then the truths were revealed.35
  36. 36. Instead of peer pressure, it’s now peer measure.Who are these reviewers? Are they product reps? Paid “consumers”? Whilecompanies such as eBay®adopted a reputation model—where, essentially,you could rate the rater—few others had the foresight to follow this lead.Skepticism returned.TRUTHTRUST
  37. 37. The Rise of Blog-thenticityWithout a face-to-face experience, the trust factor started to erode. Yet with allof the online content out there, there had to be some happy middle ground. Forwhile you didn’t have to be a doctor to be considered an expert, you definitelyhad to be an authentic user.And not coincidently, blogs were born. User sites were created, and authenticitywas restored. That is, until we (agencies) created our own blogs for our clients,our own “user” generated sites. It had the potential to be an endless cycle. Butit won’t be. The selfish consumer is amazingly adaptable, even cunning. Andwhere one barrier rises, a new path emerges.An example of this continued evolution became apparent with the rise ofcelebrity blog “managers” such as Ana Marie Cox, founder of “Wonkette,” whoby sheer passion, talent, and insight created a blog that, for a time, becamemore relevant and popular than Meet the Press.*37* At least according to Google, and why would they lie?
  38. 38. Cox’s blog didn’t grow through mass marketing, time-tested traditions, ornetwork support, but because a bunch of those “happy customers” kept tellingpeople how happy they were. Her success was just a sample of the kindlingthat sparked an entire world of politico blogs and websites that were beholdento no one except their creators.What does this have to do with what we do or what our clients need?Keep reading; you’ll see.
  39. 39. and then i’ll share it with my friends1039
  40. 40. Peer advocates. Ahh, the holy grail of advertising. The critical mass attained whengenerated content infuses with user feedback to create a loyal audience that notonly likes what you’re selling, but buys what you’re touting. And then sells it foryou. This is our perfect world. Our utopia. But it won’t be easy to get there.In fact, it could be quite painful.Looks Can KillYou see, while content sharing is a great scenario for advertising, it’s not so goodfor television shows, filmmakers, and musicians. And without these talentedgroups getting their coin, we won’t get ours. We’ve already seen seismic shifts in
  41. 41. traditional advertising revenue streams. From TV shows being offered online forfree, to YouTube videos drawing more viewers than nationally broadcast shows,the road to content sharing is no longer us telling consumers what to buy. It’sconsumers dictating what, when, and how they’ll choose.Conversely SpeakingThere’s a word for this. It’s dialogue. Some have called it Web 2.0. Butwhat many have failed to see is the pain required to make it a true two-wayconversation. A real dialogue isn’t marketing speak and advertising messages.It’s real conversation. Honest conversation. And as we all know, sometimes thetruth hurts.you might feel a pinch.41
  42. 42. Look at Microsoft. After years of trying to prevent in-house critiques from goingpublic, while also trying to mitigate outside comments from causing too muchdamage, they completely reversed course. Through their Channel 9 Network,which is openly accessible, they’ve made it easy for employees, developers,and consumers to engage in a dialogue that ultimately improves the Microsoftexperience. So instead of being seen as a soulless mega-corporation, Microsofthas, in fact, become more humanized, and better equipped to overcome anymissteps. XP anyone?Look, No Makeup!Being honest in what we say and do has many benefits. So let’s admit to ourmistakes, our missteps, and even our secrets (to a point, of course). Becausewhen we do, our messages stop being perceived as coming from marketingand advertising agencies. They start to become a dialogue originating fromsomeone consumers trust. Someone who admits their failings but also showstheir strengths. Someone who becomes less of a product and more of a brand.A human. A person. A peer. Maybe even a friend.
  43. 43. And friends share.43
  44. 44. But Don’t You Dare Tell a Soul You Know Me!11
  45. 45. Here’s where it gets complicated (you knew it would). While friends sharegraciously, because… well, they’re friends, the interactive “friendships” youbuild with selfish consumers are not to be shared… with… anyone.No email address lists. No unwanted communications. No nothing, except forwhat your consumers ask for. There is no quicker way to destroy all you’reworking toward than to have the selfish consumer believe that you have violatedtheir trust (which is the riddle’s answer, by the way)—as fragile as it may be—inany way, shape, or form.Riddle Me ThisI can be held, but I can’t be touched.I can be shared, but I can’t be divided.I can cost plenty, but I can’t be bought.What am I?45
  46. 46. Shh, We’re Talking!Privacy is becoming the hot-button issue with theselfish consumer. As more and more companiesand agencies try to open modes of dialogue,issues of privacy will come to a head. Don’t besurprised when consumers start taking privacyissues into their own hands through maverickblogs and applications that thumb their nose atyour system. They already have. They alwayswill. So let it be.Even as they start rejecting our precious data-collecting cookies (without even knowing whatcookies really are), we need to accept thisconsumer-generated awareness, and evenencourage it. Privacy has effectively become aform of currency.
  47. 47. Keep It CleanThere are already consumer-level VPNs that canmake P2P networks virtually undetectable. Andthat’s just the beginning. An example is WASTE,an anonymous Internet communication systemthat defends against traffic analysis and protectsconsumers from giving away all of their onlineinformation to website profilers.If you can offer content and give selfishconsumers what they want without any trustviolations, you’re golden. But if you slip up, oreven if they perceive a transgression and it wasn’tyou, you’re still burnt. It’s a tough place to inhabit,sure. But what else are you going to do—buildbridges? Oh wait… bad example.47
  48. 48. Part III: The SWITCH49
  49. 49. what is the question?12
  50. 50. So here we are. The third act. The time when problems get solutions. When heroesfind hidden strength. When sequels get green-lit.When incomplete sentences become statements of fact.It’s time for the big solution. But first, you’ve got to have the overly verbose question:If the new digital age has spawned this new “selfish” consumer, who has countlessdemands and fickle loyalties, how can marketers, i.e., you, position their agency tocatch this marketing headwind?this blows.51
  51. 51. apply the solution13
  52. 52. The antidote to selfish consumers is within your reach, along with the spoilsthat come with it.To borrow from the book Blue Ocean Strategy: How to Create UncontestedMarket Space and Make the Competition Irrelevant by authors W. Chan Kimand Renée Mauborgne, the solution is a virtual blue ocean—there’s openwater, plenty of fish, and lots of depth. Sure there’s competition, but it’s yearsfrom being saturated, and hardly anyone has mastered it.What is this magical solution? This secret formula? This panacea?Here’s a hint: It sounds like a solution….53
  53. 53. applicate yourself1455
  54. 54. Applications?Are we being serious?Yes, applications. Because as far as marketing and advertising are concerned,applications are a virtually untapped resource—even better, they’re renewable.Some advertisers would say that their client’s product or service is not ready,willing, and applicable. We humbly disagree.Actually, we vehemently disagree.As we detailed earlier, content distribution up to now has been very linear.Be it editorial, entertainment, or even experiential, new content has reachedconsumers on flat, even ground that couldn’t shake loose of its traditional roots.However, applications allow marketers to change the rules. As consumersgenerate content, from Web mail to YouTube, to Facebook to whatever Web2.0 site pops up next, an infinite number of nonlinear Web communicationportals open up.
  55. 55. And it is within these portals that applications can make a mark.Ready. Get set. Go!themeveryonesomeone youDialogueYOUR NEW WORLD ISDEFINITELY NOT FLAT.57
  56. 56. appli-what? appli-who?15
  57. 57. When we talk about application marketing (also known as the über-coolacronym AM), what exactly do we mean?I AM what I AM.application marketing a-plə-ka-shən mar-ket-ing n 1 : theintegration of a functional program with a tangible purpose,seamlessly integrated with an advertiser’s product or service,that builds upon the opportunity by providing customizedresponses based on the consumer’s input gathered from theoriginal program. abbr : AM also : marketing that actuallybenefits the consumer.59
  58. 58. Think about it. Instead of being a marketing Trojan horse that unleashes atorrent of marketing mayhem, AM actually feeds upon the selfish consumer’sdemands by providing adaptive, customized content that reflects theconsumer’s daily needs.AM could have many different forms. It could be a game shaped around abrand identity. Or an algorithm that responds to email keywords. Or a picture-recognition system that spots a need. Want a real-world idea? How about this:Why doesn’t FedEx®provide email? There you go. Run with it. The next ideawill be billable.
  59. 59. Do you see what I see?61
  60. 60. Just like any emerging opportunity, AM has evolved and is still evolving.Here are a few brief examples:Start Making Choices™Consumers get free content, free advice,and free guidance, including e-diets,e-exercises, e-etc. What do they givein return? The foundation for one of themost valuable databases on the planet.** Toot. You hear that? That’s our horn.
  61. 61. NIKEiDSome would call it a portal into personalized shoecreation. Others would call it customized marketing.You know what we call it.GE’s ImaginationCubedHow does an innovatively collaborative whiteboardenable GE to enter the realm of AM? The combinationof free content and an instant benefit paves the wayto priceless branding that no 30-second spot couldachieve. Go ahead and try it (imaginationcubed.com).See what you think of the GE brand afterward.63
  62. 62. THE SOLUTION to EVOLUTION16
  63. 63. As the evolving samples showed, the beauty of application marketing is that ifit’s done well, or even just OK, it will find a place within consumers’ lives. Andeventually, their wallets.Every 24 hours, consumers are bombarded with an average of more than10,000 advertising messages. From all of those messages, they’ll recall aboutsix of them. That’s a pretty thick shell, low odds, and a lot of ass-kissing. Nowonder they’re selfish!Even worse, that’s just today. Think about a few years from now when it’s15,000 or even 20,000 messages a day. Then what?65
  64. 64. I’m sorry; did you say something?
  65. 65. 67
  66. 66. Flip to the App….Now think about application marketing. Instead of using the saturation hammer,you’ll be able to use the consumer’s own needs as the tip of the spear. Whichdo you think will be more effective? We know what you’re about to ask,because we’re cut from the same cloth. As a savvy marketer, you probablyhave savvy questions like:Can you really consider applications a form of marketing content?Abso-frickin-lutely. Whether it’s online email, picture sharing, shoe building, oryou name it, when you provide (or are wonderfully integrated within) a desirableapplication, advertising and marketing transform from a shotgun blast to asmart bomb.
  67. 67. As we mentioned in Chapter 7, advertising (untilrecently) has been considered a creative interruptionto real creative content. With the overabundance ofdaily advertising messages fighting for consumer realestate, AM is able to reposition products and servicesso that they speak with a relevance that coincides withconsumers’ needs at the exact time they need them.Would you rather take your chances being six out of10,000, or being one of what your target is looking for?69
  68. 68. In May 2006, email properties accounted for 49% of online ad impressions.What do you do if (and when) the application becomes outdated?You evolve. AM will move quickly and be far more nimble than traditional media.This will have its drawbacks—the recycling bin of irrelevant applications willforever be half full. But as one application falls away, another will rise to take itsplace. So you better have the right creative minds in your corner, because if youare at the forefront of this ascension, the opportunities will only grow.
  69. 69. The selfish consumer wants anonymity; isn’t this violating that need?Not if they want the application. Selfish consumers are wonderfully human,which means they are wonderfully hypocritical. Their need states, or more aptly,their want states, trump all rational sensibilities. And if they want what you’repimping, they will gladly allow for some marketing intrusion.As we all get more mobile… as attention spans continue to shrink… as digitalcontinues to grow… AM is going to become the most effective way to activelypersuade consumers, market more effectively, and grow your business. And toaddress the point of this book, it provides the perfect recipe to counter the riseof the selfish consumer.71
  70. 70. THE GRAND FINALE17
  71. 71. There you have it. You have selfish consumers and what you can do aboutthem. But you still don’t look completely convinced.So let’s put our postulate to the test.Let’s hold application marketing up to the selfish consumer mantra and seewhat happens.73
  72. 72. What I want.So you want applications that do your bidding? OK, here you go.When I want it.Any time you want it, it’s yours. Here. Take it.Where I want!With the exception of that stretch of road in Death Valley, no problem.In the forms I want.Laptop? Desktop? Phone? Video games? Yes. Yes. Yes. Yes.With no interruptions.Hey, this is your life. Do as you wish. When you’ve got an itch, scratch it.As much or as little!You won’t even know we’re there, because when you do, you’ll belooking for us.
  73. 73. Filtered by my peers (and backed by expert opinion).The definition of effective AM is a central application that captures the interestof thousands or even millions of repeat users. That would involve quite a bit ofpeer filtering, don’t you think?And then I’ll share it with my friends.Remember that one happy customer? Multiply that by 100. Daily.But don’t you dare tell a soul you know me!If you give them what they want, they won’t care what you take. For instance,Google is gathering more information on more people than almost any othercompany in the world. Yet the public perception is that Google can do no evil.Now, how could you duplicate that feat?75
  74. 74. AND IN CONCLUSION…18
  75. 75. So there you have it.You have selfish consumers, what they stand for, and what we propose youcan do about them. Our solution isn’t necessarily for everyone. But if the Webis part of your upcoming marketing plan, it would be a good idea to see howapplications could play a role.The benefits of application marketing are wonderfully attractive. And sure, it’snot all roses and champagne. There are potential pitfalls, along with inevitablepratfalls, that will be hard to forecast. But as technology evolves and pathsopen and close up, it will take a distinct selfish mindset to keep pace and moveahead. Odds are, by the time you read this, there will already be newer andbetter AM examples of selfish consumer marketing than the ones we cited. Themore pertinent question is: Will you be one of them?77
  76. 76. Some books virtually write themselves. This one did not. If you likethe thinking behind this book, talk to these guys:Michael Wilson, Chief Technology Officer at Bridge Worldwide, maps out thetechnology path for the agency. He is a self-professed digital freak, whoselife forever changed when he first plugged in his Odyssey2. What’san Odyssey2? Exactly.Bob Gilbreath, Chief Marketing Strategist at Bridge Worldwide, has more than12 years of experience in brand management, client service, and financialconsulting leadership. Basically, if you want thinking that is well thought-out,Bob is your man.We’d also like to raise our figurative glass to:Jed Golden, Brad Geiger, Carole Amend, Shannon Lanner, MichaelStich, Jeff Haun, Essa Anderle, the Internet, and, of course, all of ourcoworkers at Bridge Worldwide.79

×