My two cents worth on digital
marketing
By Bob Low
Warning: Long interviews included
Before we begin…marketing is
Specialty Commodity
Marketing
Force of nature
Clark Kokich, Razorfish Chairman
Is this the death of the big idea?
“Instead of story-telling, brands should focus on building
franchises, program or platf...
Instead, we should have a story that is the
core of all the touch-points
Organizing Idea
Storyscaping
“Find an organizing idea that is the ethos of your brand
and then determine the media that will best deliver ...
Create platforms
“Create platforms that allow for constant engagement with
your fans instead campaigns that provide short ...
It’s the age of collaboration
Close collaboration between agency and client, that had a quick
approval process allowed thi...
Collaborate with consumers to create
stories
If you are willing to let go of the brand…
Its not about you anymore Its about US
So stop telling the consumer what you have to say,
this includes brand promise, RTBs, product benefits,
secret ingredients...
Lastly, create something sustainable
“CEOs describe digital marketing as comets, they give short term
awareness and ROI gr...
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My two cents worth on digital marketing

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My two cents worth on digital marketing

  1. 1. My two cents worth on digital marketing By Bob Low Warning: Long interviews included
  2. 2. Before we begin…marketing is Specialty Commodity Marketing Force of nature Clark Kokich, Razorfish Chairman
  3. 3. Is this the death of the big idea? “Instead of story-telling, brands should focus on building franchises, program or platform that they can own.” Rei Inamoto, CCO AKQA
  4. 4. Instead, we should have a story that is the core of all the touch-points Organizing Idea
  5. 5. Storyscaping “Find an organizing idea that is the ethos of your brand and then determine the media that will best deliver on your brand’s story.” Gaston Legorburu, Sapient Nitro GCCO
  6. 6. Create platforms “Create platforms that allow for constant engagement with your fans instead campaigns that provide short term awareness. Then use campaigns to grow users for the platform.” Bob Greenberg , CEO R/GA
  7. 7. It’s the age of collaboration Close collaboration between agency and client, that had a quick approval process allowed this miracle to happened.
  8. 8. Collaborate with consumers to create stories If you are willing to let go of the brand…
  9. 9. Its not about you anymore Its about US
  10. 10. So stop telling the consumer what you have to say, this includes brand promise, RTBs, product benefits, secret ingredients etc. Let them be part of the conversation…. Or they will turn you off
  11. 11. Lastly, create something sustainable “CEOs describe digital marketing as comets, they give short term awareness and ROI growth and go away like comets.” Clark Kokich, Razorfish Chairman Don’t be a comet, digital marketing should build sustainable value for shareholders.

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