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Attention: Marketing In An Era of Information Overload by Geoffrey Colon

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Geoffrey Colon is a senior marketing communications designer at Microsoft. He is author of the book Disruptive Marketing. This deck was presented at Digital Summit Chicago on October 25, 2017.

For more about Geoffrey follow him on LinkedIn or visit http://geoffreycolon.net

Published in: Marketing
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Attention: Marketing In An Era of Information Overload by Geoffrey Colon

  1. 1. WHAT DO YOU GAIN FROM ATTENTION?
  2. 2. WHO ARE YOU TRYING TO REACH?
  3. 3. HOW DO YOU WANT PEOPLE TO PERCEIVE YOU?
  4. 4. DO YOU ASK: WHAT DO YOU DO?
  5. 5. OR DO YOU ASK: WHAT DO YOU LIKE TO DO?
  6. 6. DO LABELS LIKE THIS MATTER?
  7. 7. BOOMER MILENNIAL GENERATION X GENERATION Z MILLIONAIRE BUDGET DECISION MAKER AGES 18-35 HEAD OF THE HOUSEHOLD SENIOR VICE PRESIDENT ORG CHART
  8. 8. Shout Out a Word of The First Thing You Think When You See These Images…
  9. 9. We View The World Through Our Own Filters
  10. 10. The New Definitions (Don’t Fit The Old World): • This is Cara-Beth Burnside aka “CB” • She is 45 Years Old • Visionary in Skateboarding and Snowboarding • First female athlete to have a sneaker named after her • She is a vegetarian • Serves on boards to get women equal pay in corporate environments • How Do You Define Her?
  11. 11. We Live in an Era with a Surfeit of Subcultures Based on INTERESTS & IDENTITY
  12. 12. We Are Much More Dynamic Than The Labels of the Past
  13. 13. We’ve Always Been Dyamic But We Had Limited Filters
  14. 14. MASS and BIG Ruled How We Sought OR Found Attention BIG: MEDIA OIL RETAIL BUSINESS CONTENT
  15. 15. MASS is Now Ceding Power Back To Niche/Tribe/Subcultures MEDIA OIL EDUCATION FOOD RETAIL BUSINESS CONTENT
  16. 16. The Perfect Example of Subcultural Categorization Books
  17. 17. The Perfect Example of Subcultural Categorization Books Category: • Business • Business Culture • Business Ethics
  18. 18. BUDGET DECISION MAKER
  19. 19. BUDGET DECISION MAKER ??????
  20. 20. TO UNDERSTAND THE FUTURE…
  21. 21. WE MUST SYNTHESIZE THE PAST
  22. 22. ECONOMICS?
  23. 23. POPULAR CULTURE?
  24. 24. POLITICS?
  25. 25. TRENDS?
  26. 26. MASH-UP ECONOMICS POPULAR CULTURE POLITICS TRENDS
  27. 27. SYSTEMS THINKING INTERSECTIONAL LEARNING
  28. 28. MASH-UP
  29. 29. HOW DOES ECONOMICS INTERSECTING WITH SENTIMENT HAVE AN EFFECT ON WHAT MUSIC IS PRODUCED?
  30. 30. The 1970s: Stagflation
  31. 31. The 1970s: Corporate Rock Cedes Power to Punk Rock/Disco/Hip Hop
  32. 32. The 1970s: Grand Master Flash “The Message”
  33. 33. The 1980s: Reaganomics
  34. 34. The 1980s: DIY Punk Rock Cedes Power to Glam New Wave / Heavy Metal / Shiny Pop
  35. 35. The 1980s: Poison “Unskinny Bop”
  36. 36. The 1980s (Fringe): 7 Seconds “What If There’s War In America?”
  37. 37. The 1980s (Tipping Point): Public Enemy “Bring The Noise”
  38. 38. The 1990s: Recession
  39. 39. The 1990s: Grunge / Gangsta Rap / House Music (The Rise of Sample Culture)
  40. 40. The 1990s: Dr. Dre “The Next Episode”
  41. 41. The 2000s: Collapse
  42. 42. The 2000s: Boy Bands / Corporate Pop / Singer-Songwriters
  43. 43. The 2000s: Nickelback “How You Remind Me”
  44. 44. The 2010s: Empowerment
  45. 45. The 2010s: Female Pop Stars (Beyonce, Gaga, Taylor, Katy, Pink) / Indie Hip Hop / Indie Rock
  46. 46. The 2010s: Pink “What About Us?”
  47. 47. The 2020s: Creative Economy or Recoded Economy?
  48. 48. The 2020s: We will not go back to the 1980s…
  49. 49. The 2020s: ???
  50. 50. The 2020s:
  51. 51. The First Two Eras: Read Only Society
  52. 52. The Third Era: Read/Write Society
  53. 53. The Fourth and Fifth Eras: Read/Write/Remix Society
  54. 54. The Sixth Era: Recoded / Hit Refresh Society ?
  55. 55. ATTENTION BY CONTENT
  56. 56. The First Two Eras - “If It Bleeds, Let It Lead”
  57. 57. A.I.D.A. – Attention, Interest, Decision, Action
  58. 58. The Third, Fourth and Fifth Eras: “If It’s Outrageous, It’s Contagious”
  59. 59. The Dark Side: Attention Theft
  60. 60. The Dark Side: The Filtered “Me”
  61. 61. The Emerging Sixth Era: “If It Evokes Action, It Has Traction”
  62. 62. THE CULTURE OF PROXIMITY
  63. 63. The World Is Blending: Consumer or Creator?
  64. 64. Hybrid
  65. 65. The Four Elements of Popular Culture
  66. 66. The Conjoint Effect People, brand, celebrities and content creators are all acting like each other and stealing each other’s ideas, tricks and content.
  67. 67. The Conjoint Effect People act like celebrities. Even celebrities act like creators.
  68. 68. Capturing Attention Based on Inciting Action Around INTERESTS Is How Marketing Will Re- Shape the 21st Century…
  69. 69. This is the New Intimacy…
  70. 70. This Was NOT Developed by NIKE, ADIDAS, VANS, PacSun… https://instagram.com/p/BYdrx3zgC 9V/ https://instagram.com/p/BZCy9I8gv-J/
  71. 71. DO YOU WANT TO CHANGE HOW PEOPLE PERCEIVE YOU?
  72. 72. THEN START BY CHANGING HOW YOU PERCEIVE THEM…
  73. 73. Regular People with INTERESTS Activating the World
  74. 74. My Name is Geoffrey Colon…
  75. 75. and I Work at Microsoft. Let’s Achieve More… Family&Fun Professional 4+ years at Microsoft (longest job I’ve ever had!) 7 years in agency world 4 years running my own business (Creative Solutions Marketing Agency) 10 years in the Music Industry Professional DJ Interests: women in tech, strategy, international travel, music production, DJing, reading, soccer (playing and watching), podcasting, fashion, art, music, politics, philosophy, yoga, cooking, running, boxing, MMA, Flywheel, physical conditioning, volunteering! Past Roles: promotions manager, online educator, creative director, website developer, agency entrepreneur, social strategist, client solutions director, vice president Personal Born in Bethlehem, PA Lehigh University alum Lived 20 years in Brooklyn, NY Married to “the” Allison Dunmire Two daughters: Olive & Matilda Kirkland, WA resident • Speak at more events, publish more books • Become a Modern Renaissance Human • Produce more AR content around music to help those who are differently abled.

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