Some advice and tips I have learned along the way while working with brands, and spending time with people in advertising. Essentially these are some simple lessons from a modern day ad man.
3. THE INTERNET
Some general digital world info
The context of marketing has
changed dramatically.
The next few pages show why.
@ChrisRawlinson
4. This is the rise of the attention economy
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5. Where we get our information from has flourished
@ChrisRawlinson
Source: http://www.baekdal.com/analysis/market-of-information
6. Information sources over time (linear)
@ChrisRawlinson
Source: http://www.baekdal.com/analysis/market-of-information
7. Life & learning in the year 2000 as imagined in 1910
The Year 2000 as imagined in 1910 by French postcard artist Villemard. Image: National Library of France
@ChrisRawlinson
16. A new way of thinking about advertising
OLD
NEW
Advertise to many
Positioning
Take a position
Brands have structure
Brands as Cloud
Marketers have power
Consumers have power
Competing with brands
@ChrisRawlinson
Intervene with a few.
Amplify to many.
Competing with content
26. It might not be an ad.
Branded content
Apps
Acts / Attitude
Product Development
@ChrisRawlinson
27. “CREATIVE STORYTELLING & TECHNOLOGICAL INNOVATION
ARE INCREASINGLY INTERWOVEN.”
JIMMY WALES - WIKIPEDIA
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28. “Here’s the formula if you want to build a billion-dollar
internet company, take a human desire and use modern
technology to take out steps.”
@ChrisRawlinson
Ev Williams
29. UBER – 1 click to get you from A to B
@ChrisRawlinson
(Use UBER sign up code “UberSA” for a discount)
34. The little things might turn out to be the big things.
“Make the ordinary, extraordinary. Find the hidden value.
Our job is to make the new familiar & the familiar new.”
Rory Sutherland
@ChrisRawlinson
35. “WOW people and make it credible.”
Geoffrey Hantson
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39. “The illiterates of the 21st century
will not be those who cannot read
and write, but those who cannot
learn, unlearn, and relearn”
Alvin Toffler
@ChrisRawlinson
1 zetabyte is equivalent to 2 billion years worth of music.Its all a bit too much (think of all the more reasons to procrastinate )Information used to be a commodity, now attention isIn the past year internet users in Africa have grown 2527.4% to now over 600 million user
If you look at the different mediums and their popularity over time you will see we are in an ever more complex spaceThe timeline on this graph is not linear though
If you look at these sources of info over time though you see a very interesting story, we are going though a media revolution, I think large companies have 2 year from now to get it right or become irrelevant
What it’s like today
What it’s like today
People used to just dance and live the experience, now we try and capture and share the experience and later re-live itGive people your full attention - tech brings us closer, but also farther apart.
Remember everything is going to be ok,
In SA the internet spend is about 3%! There is a huge opportunity here – cheap media – massive reach – seen as industry leaders (if fnb can do it with banks why cant multichoice do it with TV)
In SA we have been mobile for a long time (most others only last 1or2 years)Internet users now just over 12 million (24%)42 million mobile users in SA – There are 68m active sim cards. Over 2 million Tablets
42 millionmobile users in SA – There are 68m active sim cards though Approx12 millionsmartphones in SA now - (5m blackberry, 2m Android, .6m iphones) – 4.2mill symbian, .2winphone)49mcellphones in Africa on 2002500m cell phones in 20111 in 5 SA’s are on FBPC shipments down 14% this year so far
Interesting they use Persuade , Manipulate, and Encourage… three words that elicit a similar outcome but are accomplished by very different means(I would say when advertising was invented it was passive and helpful, then it became Persuasive, that quickly turned to manipulation, now it is turning more toward encouraging through participation)
Because things have changed – brands / agencies behave differently because people behave differently
Interesting they use Persuade , Manipulate, and Encourage… three words that elicit a similar outcome but are accomplished by very different means(I would say when advertising was invented it was passive and helpful, then it became Persuasive, that quickly turned to manipulation, now it is turning more toward encouraging through participation)
Leave out the jargon, who talk about tissue session, LSM’s, negative space, type, Essentially most of the time you the equivalent of the wait 5 seconds before you can skip this adIf only they had used din light this ad would have really talked to me and my identity.Remember when you put your video online, you compete with billions of content that's not advertising. Be brave
This is ultimately our job, no matter how great / clever / creative your ad is if its not getting noticed it’s worthless
This is ultimately our job, no matter how great / clever / creative your ad is if its not getting noticed it’s worthless
Interesting they use Persuade , Manipulate, and Encourage… three words that elicit a similar outcome but are accomplished by very different means(I would say when advertising was invented it was passive and helpful, then it became Persuasive, that quickly turned to manipulation, now it is turning more toward encouraging through participation)
From funny ha ha to funny peculiar - Worlds population is 7 billion, this video is fast approaching 2billion views..it was thought out & targeted for an online audience
We might need an act or an app or an attitude. Called creative agencies not ad agenciesMarketers need to work higher up the chain.Product development, software development, corporate culture shifts.
We used to use technology independently to get messages across, now we use it best when we use it seamlessly to help amplify and create stories about ideas that would not have been possible before
preferably one that has been around for a really long time…Identify that desire
preferably one that has been around for a really long time…Identify that desire
When you interact with people that’s when real magic happens. Do things with and for people Interactivity creates trust and loyalty
The good ones already do.Having a higher purpose allows you to access better stories.(Maslow's hierarchy of needs)Tell the truth
Make it WOW. An interesting way to test new work - Google don’t make a product unless it looks good as a case study first – Google Glass was made this way
Provoke.Its where the magic is, it sets you up for something, chemical reactions kick in and attention will happen.
Our job is to make the new familiar and the familiar new (Find intangible value)
Key ingredients for modern successful advertising by Geoffrey Hantson
The way this works is if creative agencies work closer and higher up the pyramid with brands to create greatness.Be consistent with your story across all mediums,
Duval Guillaume Modem
Remember everything is going to be ok,
Now more than ever its important to adapt and keep up with the changes – particularity if your in tv/media/advertising