Wharton: Future of Advertising 2020

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‘Time spent with the brand’ will be advertising’s most sought after metric entering 2020 as the current concept of brand value, traditional marketing and retail outlets will have further eroded. With the convergence of TV, computers and the Internet, new century advertising’s bright lights and trumpets will unleash their sophistry in 2020 on the US Presidential election, Europe’s UEFA Cup Final and the Olympic Games. All massive media events enjoyed by billions around the world that will be empowered by the new normal in smarter advertising.

By 2020 we no longer subscribe to the old ‘sales funnel’ approach where consumers hold
a large number of brand options and narrow their choices to an eventual decision aided
by advertising. Consumers already limit their brand options at the first consideration stage, seeking out input from peers, reviewers, vendors and competitors. Increasingly consumers are delaying purchase decisions until they're actually in-store or about to hit purchase – that opens up when and what touch points consumers are most open to influence and how to create positive consumer experiences at those points. Ever more powerful will be point of purchase and Near Field Communications (NFC) offers radical potential to push tailored content and brand offers to a customer’s specific location or share social coupons with their friends.

Encouraging customers to interact, manipulate, and engage with the product by proactively taking part in sharing the brand is the Holy Grail for advertising today: Bain & Co. found that the most recommended company in any given category grows 2.5x the category average. To ensure time spent with the brand, advertising needs to develop its social skills to a whole new level to exploit the huge shift in post-sale behavior. Boomers will be center stage for advertisers in Western countries, a hugely powerful consumer segment that has migrated online and adopted technology with alacrity. New mass audiences have also formed, including one billion young digitized middle-class, ‘Gen C’: connected, community-oriented and content-centric consumers for whom digital is second nature and by 2020 they make up 40% of the world’s population.

Consumption patterns will be tied to the exponential increase in social networking threaded throughout our day, mostly using mobile devices. Six billion “Broadcast Braggarts” will be sharing their lifestream offering hyper personalized information from friends, online status, location, preferred communication, hobbies and shopping habits. This will transform social media advertising opportunities with how we work and how we consume. ABI Research estimate over 136 billion apps will be downloaded worldwide by 2017, much of which is currently unverified. This represents a huge opportunity for advertising to enable content creation by inviting ideas from consumers via co-creation, collaboration and crowdsourcing as viral marketing and peer reviews am

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Wharton: Future of Advertising 2020

  1. 1. The Future Of Advertising 2020 ‘Time Spent With The Brand’ By Dean Crutchfield Associates
  2. 2. Objective Advertising 2020 aims to address the key challenges facing the industry by proposing a desired future vision of what advertising could and should be, accompanied by a concrete set of actions to achieve that future. By stepping back from the day-to-day we try to imagine a future on the other side of this maelstrom. Approach Over 150 thought leaders, innovators, and visionaries from a breadth of disciplines and around the world helped co-create this concept, and Advertising 2020 reflects a mosaic of their insights and ideas. Among those who are in a position to actually make changes seek to understand what is possible, not merely what is inevitable.Dean Crutchfield Associates
  3. 3. Time Spent With The Brand ‘Time spent with the brand’ will be advertising’s most sought after metric entering 2020 as the current concept of brand value, traditional marketing and retail outlets will have further eroded. With the convergence of TV, computers and the Internet, new century advertising’s bright lights and trumpets will unleash their sophistry in 2020 on the US Presidential election, Europe’s UEFA Cup Final and the Olympic Games. All massive media events enjoyed by billions around the world that will be empowered by the new normal in smarter advertising.Dean Crutchfield Associates
  4. 4. Old Sales Funnel By 2020 we no longer subscribe to the old ‘sales funnel’ approach where consumers hold a large number of brand options and narrow their choices to an eventual decision aided by advertising. Consumers already limit their brand options at the first consideration stage, seeking out input from peers, reviewers, vendors and competitors. Increasingly consumers are delaying purchase decisions until theyre actually in- store or about to hit purchase – that opens up when and what touch points consumers are most open to influence and how to create positive consumer experiences at those points. Ever more powerful will be point of purchase and Near Field Communications (NFC) offers radical potential to push tailored content and brand offers to a customer’s specific location or share social coupons with their friends.Dean Crutchfield Associates
  5. 5. The New Model Encouraging customers to interact, manipulate, and engage with the product by proactively taking part in sharing the brand is the Holy Grail for advertising today: Bain & Co. found that the most recommended company in any given category grows 2.5x the category average. To ensure time spent with the brand, advertising needs to develop its social skills to a whole new level to exploit the huge shift in post-sale behavior. Boomers will be center stage for advertisers in Western countries, a hugely powerful consumer segment that has migrated online and adopted technology with alacrity. New mass audiences have also formed, including one billion young digitized middle-class, ‘Gen C’: connected, community-oriented and content-centric consumers for whom digital is second nature and by 2020 they make up 40% of the world’s population.Dean Crutchfield Associates
  6. 6. Shareability Consumption patterns will be tied to the exponential increase in social networking threaded throughout our day, mostly using mobile devices. Six billion “Broadcast Braggarts” will be sharing their lifestream offering hyper personalized information from friends, online status, location, preferred communication, hobbies and shopping habits. This will transform social media advertising opportunities with how we work and how we consume. ABI Research estimate over 136 billion apps will be downloaded worldwide by 2017, much of which is currently unverified. This represents a huge opportunity for advertising to enable content creation by inviting ideas from consumers via co- creation, collaboration and crowdsourcing as viral marketing and peer reviews amongst consumers will be essential toDean Crutchfield Associates entice ‘shareability’.
  7. 7. In The Home The real battle for consumers’ time spent with the brand will rage in the home. By 2020 consumers will enjoy over $1.5 trillion of global entertainment using superfast technology with wireless devices the dominant tool for business, entre- preneurship, and Internet access for billions of consumers. Technology will be intimately woven into our lifestream and with prices for ‘handheld’ smartphone technologies dramatically lower, mobile strategies in advertising will optimize the prevalent fast speeds, NFC, QR cards and RFID technologies across a growing multitude of digital interfaces and physical touch points, all seamlessly connected in the cloud.Dean Crutchfield Associates
  8. 8. Funding Future MarketingGlobal media spend will be more than $1.6trillion and endless varieties of curatedadvertising strategies would have evolvedwith the industry more intertwined. To fundbudgets many big brands are piling downMadison Avenue looking for efficiencies theycan add to their marketing budgets. Cokeplans to strip out $550M of costs to fundfuture marketing and other majoradvertisers are following suit.To match the demand for fresh ideas,agency holding companies will devise newstructures with their specialist businessesbundled under their main agencies withclients more involved and agencies forced toadopt pay-for-performance models that ourarchaic system of agencies employing a fewcreative teams to drum up category bustingideas simply wont cut.
  9. 9. By harnessing communities across multiple platforms, advertising can create newvalue pools by placing consumers at the center of the brand experience: 1 in 3 peoplecome to a brand through a personal recommendation. Advertising needs to createdemand by being harbingers of change; whether online, mobile or televised, theexperiences we have with advertising need to undergo big changes and we have themind-set, skills and next-generation media to engage (4Screen) consumers who havemore power than ever.Take 3D, it will be super efficient, enhancing the immediacy of the pictures and offeringcontrols that allow the viewer to change their viewpoint or zoom in and out – watchingfrom home will offer an experience never thought possible. And we’ve hardly seen thepotential of technology to customize outdoor advertising and sponsors’ localizedmessages aimed at different segments and market sectors simultaneously. Dean Crutchfield Associates
  10. 10. 4 Trends Four consumer trends will have direct impact: ‘Nomad,’ the mobility of people to move to different places creating multiple opportunities for localized brand engagement. ‘Downsizing,’ the growing trend for calorific control and quantity, such as dosing, has diverse implications for interconnected advertising. ‘Back to the Farm’ speaks for our enchantment with all things green and will force big brands to open deeper two-way conversations with consumers as witnessed with Nestle and it’s poorly handled Palm Water debacle. Finally, ‘Bring it Home’ will have major implications for consumers’ time spent with the brand as a direct result of the ‘debtcade’ having forced billions of people back to their homes for entertainment and food – battle for the lounge.Dean  Crutchfield  Associates    
  11. 11. DCA Help Clients Sell More Services New Business Development Sales Training Seize More Opportunity Brand & Content Strategy Business Activation Growing Clients Win More Business Presentation Skills Pitch DoctoringDean Crutchfield Associates
  12. 12. In the pursuit of opportunity without regard to resources held, Dean Crutchfield has targeted and won millions in new fees from the world’s leading brands. By convincing senior executives at Fortune 500 companies on brand architecture, portfolio rationalization, go-to-market brand strategies, product and business innovation, Dean Crutchfield has directly helped clients generate billions in new business growth.Dean Crutchfield Associates
  13. 13. Global Client Experience Aviva* McKinsey BP Metsä Serla* BT* Nomura* BSkyB* PepsiCo Camper & Nicholson PG&E Carter’s Pitney Bowes Cellcom* RBS* CITI Scanfinest* Comcast Shell“Dean always cuts to the core of what needs General Electric Smirnoffto be done and said. He helps bring clarity and Kraft Staplesprovides value by being an outsider with noagenda, so he can help you stand back and see Fila Sunglass Hutthings from different perspectives. Frito-Lay TargetDean helped us think through solutions and Littlewood’s* Tower of London*then form the best way to present those McDonald’s Warburg Pincussolutions in a persuasive and compelling way.” M50 WGM*References upon request * Overseas Project Dean Crutchfield Associates  
  14. 14. Armed with rich content, deep knowledge, 2x2 matrices and a white board, we rapidlycreate targeted, multi-channel growth programs that generate immediate Impact Dean Crutchfield Associates
  15. 15. What DCA Delivers Achieving growth For ambitious leaders who are driven to grow fast Creating new business Orchestrating and activating accelerated outreach programs Building efficiencies Rapidly sourcing the best talent for the business   Improving margins Rallying teams behind the brand and go-to-market strategy Boosting win rates Delivering your best case and winning face forward    Dean Crutchfield Associates
  16. 16. Working with DCA Catalyzing top line growth for clients is what we thrive on: delivering your best case and winning face, encourage your people to move the needle north and sharpen the product offering. DCA (Dean Crutchfield Associates) achieve growth for clients by tailoring brand-led techniques that are uniquely participant centered. We guarantee results. Whether it’s a better pitch, winning new mandates, a better team or more fees, you will find our fee in your business within weeks. DCA programs have been thoroughly tested and proven with start-ups and the world’s greatest brands, uniquely adding immediate value. When you hire DCA, you get results. If you have the right people attend the sessions and complete all of your committed decisions and pilot initiatives and are still not satisfied or seeing results by the agreed time frame, we will coach and advise you free until you do!Dean Crutchfield Associates
  17. 17. Working with DCA By deploying real world strategies and hands-on collaboration to inspire teams we create content backed by actions that will assure you of seizing every good opportunity, selling more services and winning new business. For 20 years Dean Crutchfield has advised the worlds most iconic brands, built businesses, created new companies, opened international offices and spoken about the role of brands at Duke, Kellogg, Wharton and the Google Speaker Series. He has made appearances on all major TV news networks, commentary in the global press, editorials in major business publications and is a Contributor to Forbes. With a proven ability to inspire and push the boundaries beyond the notion of what was thought possible, DCA excel with clients who are looking to run fast, led by CEOs, CMOs, entrepreneurs and executive teams eager to capture dominant levels of success.Dean Crutchfield Associates
  18. 18. Dean Crutchfield Associates Sell More, Seize More, Win More Growth Advisors Dean Crutchfield Associates Dean Crutchfield Associates
  19. 19. Contact: Dean@deancrutchfield.com +1 917 239 3303333 East 34th Street, Ste 15A/B, New York, NY 10016 Dean Crutchfield Associates

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