Whats Next In Marketing Advertising 1206247156803190 3

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Whats Next In Marketing Advertising 1206247156803190 3

  1. 1. WHAT’S NEXT IN MARKETING + ADVERTISING ©2008 Paul Isakson
  2. 2. THE FUTURE OF ADVERTISING ©2008 Paul Isakson
  3. 3. THERE ISN’T ANY. ©2008 Paul Isakson
  4. 4. THE END ©2008 Paul Isakson
  5. 5. 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 ©2008 Paul Isakson
  6. 6. THE FUTURE OF MARKETING ©2008 Paul Isakson
  7. 7. TOPICS / AGENDA BRANDS OLD MARKETING NEW MARKETING INNOVATION ENGAGEMENT UTILITY INSIGHT ©2008 Paul Isakson
  8. 8. BRANDS & BRANDING HAVEN’T CHANGED ©2008 Paul Isakson
  9. 9. BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. ©2008 Paul Isakson
  10. 10. BRANDING = USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND PERCEPTIONS OF, THE BRAND. ©2008 Paul Isakson
  11. 11. BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH A PRODUCT, SERVICE OR COMPANY. ©2008 Paul Isakson
  12. 12. TREAT ME WELL, AND I’LL RETURN THE FAVOR. ©2008 Paul Isakson
  13. 13. OLD MARKETING ©2008 Paul Isakson
  14. 14. OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER ©2008 Paul Isakson
  15. 15. ©2008 Paul Isakson
  16. 16. THIS ISN’T WORKING. ©2008 Paul Isakson
  17. 17. “I DON’T KNOW WHAT WE’RE YELLING ABOUT!!!” ©2008 Paul Isakson
  18. 18. 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 ©2008 Paul Isakson
  19. 19. MODERN MARKETING ©2008 Paul Isakson
  20. 20. MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER ©2008 Paul Isakson
  21. 21. ©2008 Paul Isakson
  22. 22. 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 ©2008 Paul Isakson
  23. 23. HOW CAN YOU CREATE BRAND FANS? ©2008 Paul Isakson
  24. 24. DELIVER VALUE THROUGH MARKETING. ©2008 Paul Isakson
  25. 25. OR, MORE SIMPLY PUT… ©2008 Paul Isakson
  26. 26. MAKE PEOPLE’S LIVES BETTER. ©2008 Paul Isakson
  27. 27. O.K. SOUNDS SIMPLE ENOUGH. ©2008 Paul Isakson
  28. 28. SO HOW CAN WE DO THIS? ©2008 Paul Isakson
  29. 29. PRODUCT INNOVATION ©2008 Paul Isakson
  30. 30. BUILD THE MARKETING INTO THE PRODUCT. ©2008 Paul Isakson
  31. 31. MAKE THE PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT. ©2008 Paul Isakson
  32. 32. 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 ©2008 Paul Isakson
  33. 33. 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/ ©2008 Paul Isakson
  34. 34. 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 ©2008 Paul Isakson
  35. 35. 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 ©2008 Paul Isakson
  36. 36. THE PRODUCT IS THE MARKETING ©2008 Paul Isakson
  37. 37. THE PRODUCT IS THE MARKETING ©2008 Paul Isakson
  38. 38. THE PRODUCT IS THE MARKETING ©2008 Paul Isakson
  39. 39. THE PRODUCT IS THE MARKETING ©2008 Paul Isakson
  40. 40. GREAT. BUT MY PRODUCT ISN’T COOL. ©2008 Paul Isakson
  41. 41. WHAT CAN I DO??? ©2008 Paul Isakson
  42. 42. WELL, FRANKLY YOU’RE SCREWED. ©2008 Paul Isakson
  43. 43. 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 ©2008 Paul Isakson
  44. 44. ADD VALUE THROUGH CONTENT. ©2008 Paul Isakson
  45. 45. CONTENT IS THE NEW CURRENCY ©2008 Paul Isakson
  46. 46. OR, AS TRACY MORGAN WOULD SAY ©2008 Paul Isakson
  47. 47. CONTENT IS THE NEW PRESIDENT, BITCH. ©2008 Paul Isakson
  48. 48. PEOPLE WILL PAY FOR GREAT CONTENT. ©2008 Paul Isakson
  49. 49. 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 ©2008 Paul Isakson
  50. 50. BRANDS WILL PAY FOR GREAT CONTENT. ©2008 Paul Isakson
  51. 51. CONTENT IS THE NEW CURRENCY ©2008 Paul Isakson
  52. 52. 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/ ©2008 Paul Isakson
  53. 53. ENGAGEMENT ©2008 Paul Isakson
  54. 54. 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 ©2008 Paul Isakson
  55. 55. 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 ©2008 Paul Isakson
  56. 56. ENGAGEMENT 16 QUARTERS OF CONSECUTIVE GROWTH Source: BusinessWeek - http://www.businessweek.com/the_thread/brandnewday/archives/2008/02/crispin_downloa_1.html ©2008 Paul Isakson
  57. 57. 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 ©2008 Paul Isakson
  58. 58. ENGAGEMENT ©2008 Paul Isakson
  59. 59. ENGAGEMENT ©2008 Paul Isakson
  60. 60. UTILITY ©2008 Paul Isakson
  61. 61. 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 ©2008 Paul Isakson
  62. 62. 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 ©2008 Paul Isakson
  63. 63. UTILITY ©2008 Paul Isakson
  64. 64. 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 ©2008 Paul Isakson
  65. 65. UTILITY ©2008 Paul Isakson
  66. 66. UTILITY ©2008 Paul Isakson
  67. 67. UTILITY ©2008 Paul Isakson
  68. 68. HOW DO WE CREATE THIS KIND OF MARKETING? ©2008 Paul Isakson
  69. 69. 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 ) ©2008 Paul Isakson
  70. 70. 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 ©2008 Paul Isakson
  71. 71. UNCOVER RICH CONSUMER INSIGHTS ©2008 Paul Isakson
  72. 72. 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 ©2008 Paul Isakson
  73. 73. HOW DO WE UNCOVER THESE INSIGHTS? ©2008 Paul Isakson
  74. 74. OBSERVE + LISTEN ©2008 Paul Isakson
  75. 75. TRADITIONAL METHODS FOCUS GROUPS 1x1 INTERVIEWS ETHNOGRAPHIC STUDIES CULTURAL ANTHROPOLOGY SURVEYS USABILITY TESTING / LABS ©2008 Paul Isakson
  76. 76. EMERGING METHODS ©2008 Paul Isakson
  77. 77. DIGITAL ANTHROPOLOGY del.icio.us ©2008 Paul Isakson
  78. 78. COLLABORATION ©2008 Paul Isakson
  79. 79. COLLABORATION COMPANY INNOVATION INFORMATION & CONTENT & INPUT BETTER BRANDS AGENCY INSIGHTS CONSUMERS & IDEAS ©2008 Paul Isakson
  80. 80. COLLABORATION ©2008 Paul Isakson
  81. 81. COLLABORATION ©2008 Paul Isakson
  82. 82. IF YOU ONLY REMEMBER ONE THING… ©2008 Paul Isakson
  83. 83. MODERN MARKETING = MAKING PEOPLE’S LIVES BETTER. ©2008 Paul Isakson
  84. 84. THE END ©2008 Paul Isakson
  85. 85. ?s ©2008 Paul Isakson
  86. 86. IF YOU WANT TO READ MORE OF WHAT I’M THINKING… http://paulisakson.typepad.com/ ©2008 Paul Isakson
  87. 87. THA NKS ©2008 Paul Isakson
  88. 88. IMAGE CREDITS IMG_6515 iPhone Tony de Marco e-Learning content authoring Flickr Google Loves The iPhone Anonymous at Scientology in Los Angeles Wii sklathill Networking Audio/Video Flickr X-OOM Software Brings Media Streaming To The Wii Brick Tamland Wallpaper Starbucks Coffee Anchorman The Movie Web Site Boston.com Brick Wallpaper Aging Music Heroes' Haven Bloc Party Crowd @ Ogden Theatre Tracy Morgan Paul Isakson Saturday Night Live Flickr Black Is The New President, Bitch Google Screen Grab Ghosts I - IV Google Nine Inch Nails Google.com Ghosts.nin.com
  89. 89. IMAGE CREDITS RCRD LBL_ + Widgets Nike+ RCRD LBL Healthy Living NYC rcrdlbl.com Every Step You Take... Whopper Freakout Domino’s Pizza Builder Burger King Domino’s Pizza WhopperFreakout.com Dominos.com Shave Everywhere Domino’s BFD Pizza Builder Philips / Norelco Adverblog & Domino’s Pizza ShaveEverywhere.com Domino's Pizza Builder & Dominos.com The Coke Zero Game My Vegas Coca-Cola Company Logic + Emotion CokeZeroGame.com My Vegas Is Showing: Brand Utility + Event Based Social Networking The Coke Zero Game Digital Ethnography + Anthropology Coca-Cola Company All logos taken from their respective Web sites. CokeZeroGame.com
  90. 90. IMAGE CREDITS Consumer Collaboration Paul Isakson [paul isakson] Kluster Kluster Kluster.com My Starbucks Idea Starbucks MyStarbucksIdea.com
  91. 91. CONTACT ME PAUL ISAKSON Senior Strategic Planner space150 http://www.paulisakson.com/ paul.isakson@gmail.com

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