THE FUTURE OF MARKETING COMMUNICATIONS,
or



 How to think in a world gone digital

                                     ...
Variety of Digital Platforms

Web Site                  Branded Content      Search           Social Media




Mobile     ...
The Market as a Conversation
                                                         Consumers want to engage. Marketers ...
How to think:
How to think:
   DADA.DATA.ALPHA.BETA.
DadA
Rebellion

DadA
DadA
DadA
DadA
DadA
Skip
Skip
THE BLOGOSPHERE
DADA = LATERAL THINKING
Re-evaluate and redefine all elements
       of marketing.
       Co-Creation. It’s a cut and paste
       society. Consum...
DATA
The Big Brain
DATA
DATA DRIVEN STORYTELLING
Data = Metrics = Accountability
       New forms of storytelling are evolving
       through the use of dynamic data.
    ...
ALPHA
Alpha Dog
        Leader of the Pack
        Loyalist
ALPHA   Evangelist
        People who care
        People who share
DIFFERENTIAL MARKETING


                    20% = 80% of Sales




                 CONSUMERS
Believers
CHEVY TAHOE
UNIVERSALISM
     vs.
 VARIABLES
I blog here during lunch




BLOG BETTER > XOHM HERE.   LIFE BETTER.
Anytime
Any place
                                           I blog here during lunch




 BLOG BETTER > XOHM HERE.   LIFE...
DESKTOP WIDGETS
MOBILE WIDGETS & LOCATION BASED SERVICES
Mobile Utility
Mobile Utility
HOW TO ENGAGE
DECISION MAKERS
WITH DEEPER CONTENT.
ANYWHERE.
ANYTIME.
HOW TO ENGAGE
DECISION MAKERS
WITH DEEPER CONTENT.
ANYWHERE.
ANYTIME.
HOW TO ENGAGE
DECISION MAKERS
WITH DEEPER CONTENT.
ANYWHERE.
ANYTIME.
HOW TO ENGAGE
DECISION MAKERS
WITH DEEPER CONTENT.
ANYWHERE.
ANYTIME.
HOW TO ENGAGE
DECISION MAKERS
WITH DEEPER CONTENT.
ANYWHERE.
ANYTIME.
HOW TO ENGAGE
DECISION MAKERS
WITH DEEPER CONTENT.
ANYWHERE.
ANYTIME.
Talk to the consumers who care.

        Talk to the consumers who share.



ALPHA
        WOM is outcome of good experien...
GOOGLE GADGET BETA PROGRAM
GOOGLE GADGET BETA PROGRAM
IBM IN SECOND LIFE, BETA
BETA CAMPAIGN
BETA CAMPAIGN
Marketing and Product development
must co-exist, not in a linear fashion.
Allow for consumer co-definition of
brand, produ...
How to think:
How to think:
   DADA.DATA.ALPHA.BETA.
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
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Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)

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The debut of Conversations About the Future of Advertising, co-sponsored by the Minneapolis College of Art and Design and the Minnesota Interactive Marketing Association, featured a presentation by Jan Leth, Vice Chairman, Global Digital Creative from Ogilvy & Mather. Jan's presentation, "Dada.Data. Alpha.Beta" provides analysis and illumination on four key factors affecting the evolution of advertising. (This file is ©2008 Jan Leth, All Rights Reserved.)

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Transcript of "Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)"

  1. 1. THE FUTURE OF MARKETING COMMUNICATIONS, or How to think in a world gone digital Jan Ulrik Leth MCAD, MIMA February 4, 2008
  2. 2. Variety of Digital Platforms Web Site Branded Content Search Social Media Mobile Viral videos & UGC Widgets Gaming Virtual Worlds ipTV - Broadband Dialogue/Email Online Advertising
  3. 3. The Market as a Conversation Consumers want to engage. Marketers need to listen, respond and – at times – propose new conversation “starters”. Peer to Peer Publishing Collaboration Web 2.0 is about co-creation. Consumers and Marketers can Consumers are as (more?) interested to hear from their peers than collaborate. Marketers need to also collaborate w/ content from marketers or so-called professionals. owners and audience aggregators. Network Effects Distribution and aggregation of content and WEB Web as Platform The web is now a platform for content creation, content 2.0 utility can grow exponentially. sharing… it is becoming a utility. Transparency Reciprocity News travel fast. Bad news travel faster. Marketers need to treat Keys to engagement with consumers is reciprocity or “value exchange”. consumers as grown-up and be transparent. Consumers must get entertainment, utility or information value out of their engagement. Perpetual Beta The Google model: launch a beta application, monitor adoption, adjust, enhance… allow consumers to build on top of it.
  4. 4. How to think:
  5. 5. How to think: DADA.DATA.ALPHA.BETA.
  6. 6. DadA
  7. 7. Rebellion DadA
  8. 8. DadA
  9. 9. DadA
  10. 10. DadA
  11. 11. DadA
  12. 12. Skip
  13. 13. Skip
  14. 14. THE BLOGOSPHERE
  15. 15. DADA = LATERAL THINKING
  16. 16. Re-evaluate and redefine all elements of marketing. Co-Creation. It’s a cut and paste society. Consumers are creating their DADA own experience of the brand. Lateral thinking required. Lack-of-Dada will prevent Google from conquering the world. Don’t shoot the creatives yet.
  17. 17. DATA
  18. 18. The Big Brain
  19. 19. DATA
  20. 20. DATA DRIVEN STORYTELLING
  21. 21. Data = Metrics = Accountability New forms of storytelling are evolving through the use of dynamic data. Allows for “Value Exchange” beyond DATA entertainment. Optimize performance. Massively distributed personalization of brand experience. Enables “Listening” as core competency of marketing dept.
  22. 22. ALPHA
  23. 23. Alpha Dog Leader of the Pack Loyalist ALPHA Evangelist People who care People who share
  24. 24. DIFFERENTIAL MARKETING 20% = 80% of Sales CONSUMERS
  25. 25. Believers
  26. 26. CHEVY TAHOE
  27. 27. UNIVERSALISM vs. VARIABLES
  28. 28. I blog here during lunch BLOG BETTER > XOHM HERE. LIFE BETTER.
  29. 29. Anytime Any place I blog here during lunch BLOG BETTER > XOHM HERE. LIFE BETTER.
  30. 30. DESKTOP WIDGETS
  31. 31. MOBILE WIDGETS & LOCATION BASED SERVICES
  32. 32. Mobile Utility
  33. 33. Mobile Utility
  34. 34. HOW TO ENGAGE DECISION MAKERS WITH DEEPER CONTENT. ANYWHERE. ANYTIME.
  35. 35. HOW TO ENGAGE DECISION MAKERS WITH DEEPER CONTENT. ANYWHERE. ANYTIME.
  36. 36. HOW TO ENGAGE DECISION MAKERS WITH DEEPER CONTENT. ANYWHERE. ANYTIME.
  37. 37. HOW TO ENGAGE DECISION MAKERS WITH DEEPER CONTENT. ANYWHERE. ANYTIME.
  38. 38. HOW TO ENGAGE DECISION MAKERS WITH DEEPER CONTENT. ANYWHERE. ANYTIME.
  39. 39. HOW TO ENGAGE DECISION MAKERS WITH DEEPER CONTENT. ANYWHERE. ANYTIME.
  40. 40. Talk to the consumers who care. Talk to the consumers who share. ALPHA WOM is outcome of good experiences. Need for transparency. Collaborate with consumer. Create opportunities for participation. Create ongoing value exchanges particularly for early adopters.
  41. 41. GOOGLE GADGET BETA PROGRAM
  42. 42. GOOGLE GADGET BETA PROGRAM
  43. 43. IBM IN SECOND LIFE, BETA
  44. 44. BETA CAMPAIGN
  45. 45. BETA CAMPAIGN
  46. 46. Marketing and Product development must co-exist, not in a linear fashion. Allow for consumer co-definition of brand, products, services, experience. Direct Marketing is the future of advertising, and Digital is the future of Direct Marketing. Rapid changes in media landscape require constant testing and evaluation to be ready as they go mass.
  47. 47. How to think:
  48. 48. How to think: DADA.DATA.ALPHA.BETA.

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