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Where Are The Jetpacks!? Cultural Experience Marketing and The Digital Revolution

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As technology and marketing evolve, people are starting to question the role that digital plays in our lives - and the value it adds to real life experience in providing purpose and value.

At the intersection of this transformation in digital are the disciplines of Cultural and Experience Marketing. Only by breaking past established ways of thinking can agencies and brands continue to deliver true value, meaning and purpose to clients and customers.

In this presentation, we’ll explore the convergence of current trends, new approaches, and how to incorporate it all into your strategic planning to be ahead of the game in the years to come.

By the end, you’ll be able to:

1) Understand how the core principles of Cultural and Experience Marketing can guide digital planning.

2) Evaluate the fundamental value and purpose that people get from your Brand.

3) Identify and understand current gaps in your strategic and tactical marketing approach.

4) Apply different types of strategic thinking to content, creative, and campaign planning.

5) Be able to identify and become a true Cultural Experience brand.

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More @ http://SummitX.co

Published in: Marketing

Where Are The Jetpacks!? Cultural Experience Marketing and The Digital Revolution

  1. 1. Where are the Jetpacks!? Real Life Experience & The Digital Revolution Cultural Experience & Digital Marketing Eric Shutt // SummitX StrategyEric Shutt // SummitX
  2. 2. A new way to think about digital. !— And how it fits into everything around us.
  3. 3. Hi! I’m Eric. • Digital Strategy Director
 @ SummitX • ISL / JWT veteran strategy & account lead for clients like Kroger, VW, and Sam Adams. • Ski enthusiast. ⛷ 💥
  4. 4. Today We’ll Cover … 1. Where are we? ! // What’s the deal with all this digital, anyway? 2. Digital Backlash 🤖 // What’s happening, and how did we get here? 3. What Do We Want? 🌎 // Freedom. (When do we want it? Now!) 4. Cultural Experience Strategy 💥 // How dreams can become reality. 5. How to Do It! 🔥 // Yes, you, too can be a Cultural Experience Brand.
  5. 5. Wait, Jetpacks!? Jetpacks represent the promise of how technology will make our lives amazing.
  6. 6. HOW WE GOT HERE
  7. 7. $225B United States $625B Global US & Global Ad Spending (Total)
  8. 8. US & Global Ad Spending (Per Capita) $685 United States $95 Global
  9. 9. Global Internet Ad Spending Digital TV 2011 2020
  10. 10. 1950 ‘60 ‘70 ‘801900 ‘90 ‘00 ‘10 ‘20 Product 1st to Market // Message Globalized Major Competition // Image Positioning Mindshare // Category Cultural Identity // Social Tensions Experience Lifestyle // Content Timeline of Marketing Approaches
  11. 11. Marketing Evolution Digital Changes: • People & Social Trends • Context & Expectations • Devices & Technology Culture Experience 🚀
  12. 12. DIGITAL BACKLASH
  13. 13. “ “
  14. 14. “Hijacked”
 “Addicted”
 “Brain hacked” 
 “Mind Controlled” — Tristan Harris, former Google “Design Ethicist”
  15. 15. 25% Car crashes 50%+ Kids feel 
 bullied & less confident. 65% “Don’t care” if [social media] didn’t exist. 70% Digital detox.

  16. 16. Digital Health Concerns Addiction, Privacy, Trust
 Apple, Google, Facebook announce new anti-addiction & digital wellness features. 
 — Bloomberg, Washington Post Apps Freedom, Focus, Self Control
 “Rebel developers are trying to cure our smartphone addiction — with an app”
 — Washington Post Groups Center for Humane Tech.
 “Realigning technology with humanities best interests”
 — Washington Post
  17. 17. Hyperreality
  18. 18. FREEDOM Photo: PXHERE
  19. 19. CONNECTION
  20. 20. Are you happy now? 🤔
  21. 21. 2005 Today
  22. 22. What Makes Us Happy? • Relationships / Friends • Activity / Exercise • Kindness / Generosity • Purpose / Spirituality • Gratitude / Optimism 40% Choices Luck Genes Sources: Happify, PursuitOfHappiness.org
  23. 23. The Science of Happiness Source: Harvard Magazine “An epidemic of depression in every industrialized nation in the world … the wealthier we get, the more depressed young people get.” • 45% reported depression deep enough 
 to prevent them from functioning. • 94% felt overwhelmed by everything 
 they had to do.
  24. 24. WHAT DO WE WANT?
  25. 25. “A technology company that happens to deliver pizza.” — Dennis Maloney, Chief Digital Officer @ AdAge Digital 2016
  26. 26. “Audience” User Target Prospect Customer Consumer PEOPLE
  27. 27. PEOPLE FREEDOM
  28. 28. Cultural Experience
  29. 29. 1950 ‘60 ‘70 ‘801900 ‘90 ‘00 ‘10 ‘20 Product 1st to Market // Message Globalized Major Competition // Image Positioning Mindshare // Category Cultural Identity // Social Tensions Experience Lifestyle // Content Timeline of Marketing Approaches
  30. 30. Cultural Experience Marketing Stand for something 
 that adds real purpose and value to people’s lives. Embed social relevance and meaningful experience into every aspect of your brand, product or company. Culture & Experience
  31. 31. Cultural Marketing 1
  32. 32. Cultural Marketing 
 Targets & resolves cultural tension. Cultural Brand Personal Identity & Values Social 
 Context 1 Source: Cultural Strategy
  33. 33. Cultural Strategy 1990’s Business Future Solo Creative Genius “Think 
 Different” Find Social Tension Link Strategy & Creative Execute w. Style 1 2 3
  34. 34. 1990’s Business Future Solo Creative Genius “Think 
 Different” 1 2 3 Cultural Strategy
  35. 35. Experience Marketing 2
  36. 36. Experience Marketing 
 Internal & External:
 Employee, Customer, Brand, & Product Experience Marketing Brand Product Customer Employee 2 Source: Qualtrics
  37. 37. Experience Brand
  38. 38. Brand “Strive”
 Product “Social Network for Athletes”
 Customer Clubs, Events, Custom Content Employee Remote Work, Engaged Community
  39. 39. Strava Video
  40. 40. Experience Brand
  41. 41. Brand “Do Good”
 Product “Gear for Good” — Handwritten note w. each purchase.
 Customer Questival Adventure Race Employee Empowered, Social Impact
  42. 42. Cotopaxi Questival Video
  43. 43. Cultural Experience 1950 ‘60 ‘70 ‘801900 ‘90 ‘00 ‘10 ‘20 Product 1st to Market // Message Globalized Major Competition // Image Positioning Mindshare // Category Identity // Social Tensions Lifestyle // Content Digital Opportunity Cultural Experience Timeline of Marketing Approaches
  44. 44. Cultural Experience Marketing 3
  45. 45. Experience Brands
  46. 46. Powered by Digital Elevate Real Life Experience But what brands are both: &
  47. 47. IT MATTERS HOW YOU GET THERE
  48. 48. Culture “It matters how you get there”
 Experience Friends & Events
 Digital Lyft app … duh.
  49. 49. “WE ACCEPT” - 2017
  50. 50. Culture “A world without travel”
 Experience AirBnB Local Experiences
 Digital AirBnB website … also duh.
  51. 51. Culture “#OptOutside”
 Experience Outdoors & REI Adventures
 Digital Social, Digital & e-Commerce
  52. 52. HOW TO DO IT
  53. 53. Most Industries Are Not Responsive to Customers
  54. 54. To Win Digital: Win in Real Life
  55. 55. What cultural tension 
 do you resolve? 1
  56. 56. Resolve a Tension “It matters how you get there” Argues that purpose & values matter, and positions well against the competition. A world without walls Positively challenges social ideas about citizenship, immigration, & who belongs. #OptOutside
 Values real life, active experience over superficial commercialization. Logo Logo Logo
  57. 57. What experience 
 do you create? 2
  58. 58. Create Experiences Friends & Events Brings people together easily to enjoy social events, friends, etc. Local Experiences Shows people a different travel experience than they might see otherwise. REI Adventures Activates values in practice and brings brand purpose to life. Logo Logo Logo
  59. 59. How does digital 
 power your experience? 3
  60. 60. Power w. Digital App, Events, Explore “Mobile App” is literally how most people think of Lyft. Website & App power rentals, hosting, and travel experiences. eCommerce, #SocialMedia, Skills Social & Digital activate community across the brand and company. Website, App, Experience Logo Logo Logo
  61. 61. Eric Shutt // SummitX Strategy #LifeHack: GO OUTSIDE
  62. 62. Eric Shutt // SummitX Strategy
  63. 63. Eric Shutt // SummitX Strategy
  64. 64. Eric Shutt // SummitX Strategy
  65. 65. Eric Shutt // SummitX Strategy
  66. 66. Eric Shutt // SummitX Strategy @AlexanderGiles
  67. 67. Eric Shutt // SummitX Strategy Photo: Kira Marchenese
  68. 68. @EricShutt
  69. 69. Anne Foss // @TheTravelDarling
  70. 70. Eric Shutt // SummitX Strategy
  71. 71. Eric Shutt // SummitX Strategy
  72. 72. Photo: Tyler Tringas
  73. 73. Eric Shutt // SummitX Strategy Anne Foss // @TheTravelDarling
  74. 74. Anne Foss // @TheTravelDarling
  75. 75. Eric Shutt // SummitX Strategy
  76. 76. Please Rate 
 & Review!! ✅ 🤩 👍 💥
  77. 77. Thanks! eric@summitx.co http://SummitX.co
  78. 78. Join the Journey: SummitX.co/events Eric Shutt // SummitX
  79. 79. How Brands Become Icons
 The Principles of Cultural Branding D.B. Holt
 Cultural Strategy
 Using Innovative Ideologies to Build Breakthrough Brands
 Holt & Cameron
 Positioning
 The Battle for Your Mind Ries & Trout 
 Buying In
 What We Buy and Who We Are Rob Walker How We Decide
 Jonah Lehrer The Creative Curve
 How to Develop the Right Idea, at the Right Time Allen Gannett
 The Tipping Point
 How Little Things Can Make a Big Difference
 Malcolm Gladwell
 Alone Together
 Why We Expect More from Technology and Less from Each Other Sherry Turkle Lead Like a Guide How World-Class Mountain Guides Inspire Us to Be Better Leaders Christopher Maxwell
 Finite & Infinite Games A Vision of Life as Play and Possibility James Carse
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