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 ...
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Will watch (and listen) to this on my home computer at some point soon.3 years ago
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Tim Brunelle, CEO at Hello Viking LLCGordon-- the audio plays fine for me on several different machines. Just click the 'play' button. After the audio buffers, the slideshow runs automatically.
Suneetjohn-- Ogilvy requested the file not be downloadable. Sorry.3 years ago
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)Webinar Transcript
THE FUTURE OF MARKETING COMMUNICATIONS,
or
How to think in a world gone digital
Jan Ulrik Leth
MCAD, MIMA
February 4, 2008
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
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.
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. 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.
DATA
The Big Brain
DATA
DATA DRIVEN STORYTELLING
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.
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 BETTER.
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 experiences.
Need for transparency.
Collaborate with consumer. Create
opportunities for participation.
Create ongoing value exchanges
particularly for early adopters.
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, 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.
How to think:
How to think:
DADA.DATA.ALPHA.BETA.
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Wen-Chi Wu
I was accessing from office network and the terminal was stuffed away where i have trouble hearing any audio.
I made wrong assumptions about there not being a sound accompaniment.
Will watch (and listen) to this on my home computer at some point soon. 3 years ago
Suneetjohn-- Ogilvy requested the file not be downloadable. Sorry. 3 years ago
If its up on site anywhere, please put up a link in the comments 3 years ago