Marketing in an age of media disruption


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Insights for marketers seeking to gain share of voice in a rapidly changing media environment.

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  • The carrot, the egg, and the coffee bean A young woman went to her mother and told her about her life and how things were so hard for her. She did not know how she was going to make it and wanted to give up. She was tired of fighting and struggling. It seemed that, as one problem was solved, a new one arose. Her mother took her to the kitchen. She filled three pots with water and placed each on a high fire. Soon the pots came to a boil. In the first, she placed carrots, in the second she placed eggs, and in the last she placed ground coffee beans. She let them sit and boil, without saying a word. In about twenty minutes, she turned off the burners. She fished the carrots out and placed them in a bowl. She pulled the eggs out and placed them in a bowl. Then she ladled the coffee out and placed it in a bowl. Turning to her daughter, she asked, "Tell me, what do you see?" "Carrots, eggs, and coffee," the young woman replied. The mother brought her closer and asked her to feel the carrots. She did and noted that they were soft. She then asked her to take an egg and break it. After pulling off the shell, she observed the hard-boiled egg. Finally, she asked her to sip the coffee. The daughter smiled as she tasted its rich aroma. The daughter then asked, "What does it mean, mother?" Her mother explained that each of these objects had faced the same adversity - boiling water - but each reacted differently. The carrot went in strong, hard and unrelenting. However, after being subjected to the boiling water, it softened and became weak. The egg had been fragile. Its thin outer shell had protected its liquid interior. But, after sitting through the boiling water, its inside became hardened! The ground coffee beans were unique, however. After they were in the boiling water, they had changed the water. "Which are you?" the mother asked her daughter. "When adversity knocks on your door, how do you respond? Are you a carrot, an egg, or a coffee bean?" Think of this: Which am I? Am I the carrot that seems strong but, with pain and adversity, do I wilt and become soft and lose my strength? Am I the egg that starts with a malleable heart, but changes with the heat? Did I have a fluid spirit but, after a death, a breakup, or a financial hardship, does my shell look the same, but on the inside am I bitter and tough with a stiff spirit and a hardened heart? Or am I like the coffee bean? The bean actually changes the hot water, the very circumstance that brings the pain. When the water gets hot, it releases the fragrance and flavour. If you are like the bean, when things are at their worst, you get better and change the situation around you. When the hours are the darkest and trials are their greatest, do you elevate to another level? How do you handle adversity? Are you a carrot, an egg, or a coffee bean? source:
  • Pirates - Early Disrupters Based on Bartholomew Roberts (Black Bart), took over 470 vessels prisoner. Bart was simply imposing a different view of the current economic structure of the day.
  • To be successful in new media define the problem first!! It is not as simple as deploying current media tactics on new platforms. The whole construct has changed.
  • Uber is an industry disruptor facing many challenges
  • Marketing in an age of media disruption

    1. 1. Marketing in an Age of Media Disruption March 20, 2013 Edited version of MarketMix 2013 Keynote presentation.John Andrews, CEO Collective Bias@Katadhin TM
    2. 2. The carrot, the egg and the coffee bean. TM
    3. 3. Wikipedia, Bartholomew RobertsPirates were early disrupters to accepted economic systems TM
    4. 4. First, What’s the Problem?Media consumption has changed dramatically - Define the problem first. It is not simplyenough to use old media tactics across new channels. TM
    5. 5. Disruption is Everywhere! Jack Atley for The New York Times Technology is disrupting many businesses. Consumers love the disruption while incumbents fight for control. TM
    6. 6. Second Screen? sixteen-nine blog, March 12, 2012 Which screen is actually the “second’ screen? Consumer attention is fragmented. TM
    7. 7. Curation is the new Edit Pinterest, John Andrews Art of Steel Board Consumers are curating their own media (and advertisements too) TM
    8. 8. Media Disruption is at a Fever Pitch The China Post, Jan 1, 2013 The Atlantic, Dec 19, 2012Print media is especially in flux and consumers are not simply migrating to traditionalcontent in digital formats. TM
    9. 9. Google > All Print Mashable, november 12, 2012 2013 is the year that print “jumps the shark” as the economic reality of the industry collapses leaving many marketers scrambling to reach audiences. TM
    10. 10. What Digital Media Drives Conversion? Technorati 2013 Digital Influence Report What are some potential replacements for the $15.5bn spent on Free Standing Inserts (FSI’s)and Retail Circulars that offer purchase conversion capability? TM
    11. 11. Keys to Marketing Now – Participate – Experiment – Engage and build relationships with key advocates (and detractors) #RonR – Measure things that matter – Have some fun! TM
    12. 12. Participate! Media is now a full contact sport! To understand new QuickTime™ and a H.264 decompressor are needed to see this picture. media tools, use them! Collective Bias employees constantly use and experiment with new tools to better understand how they work helping to be better informed for our advertisers. TM
    13. 13. Experiment Marketplace, Feb 8, 2012 Try different tools. There is life beyond Facebook and Twitter. TM
    14. 14. Build Relationships #RonR New media requires engagement. You can’t automate the process or have technology carry the load. Holly Pavlika of Momentum Nation calls this the “Human Ad Network”. You have to build real relationships with consumers, partners and clients. TM
    15. 15. Measure Things That Matter Collective Bias/Mutual Mind Beauty Share of Voice by Channel, November, 2012 The goal of marketing ultimately remains the same. SMS - Sell More Stuff. Track results to measure the long term achievement of that goal. TM
    16. 16. Have Some Fun!At the end of the day, the medium is built for fun. Have some! TM
    17. 17. Q&A John Andrews @Katadhin 919.810.5159 presentation: TM