The New Marketing Landscape By Dan Pankraz

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A presentation on the new media landscape affecting modern brands. Created using other great slideshare presentations, this presentation showcases some great brands who 'get' modern day marketing

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The New Marketing Landscape By Dan Pankraz

  1. 1. THE NEW MARKETING LANDSCAPE A presentation by Dan Pankraz Senior Planner Clemenger BBDO, Sydney 8 th September 2008
  2. 2. THANKS FOR THE INSPIRATION <ul><li>This presentation has been developed using elements from the following people’s slideshare presentations and blogs: </li></ul><ul><ul><li>Paul Isakson http://paulisakson.typepad.com/planning/ </li></ul></ul><ul><ul><li>David Armano http://darmano.typepad.com/logic_emotion/ </li></ul></ul><ul><ul><li>Faris Yakob http://farisyakob.typepad.com/ </li></ul></ul><ul><ul><li>Neil Perkins http://neilperkin.typepad.com/only_dead_fish/ </li></ul></ul><ul><ul><li>Fallon Planning Blog http://fallontrendpoint.blogspot.com/ </li></ul></ul><ul><ul><li>Gareth Kay http://garethkay.typepad.com/brand_new/ </li></ul></ul><ul><ul><li>David Knox, P&G brand manager </li></ul></ul><ul><ul><li>Uwe Goetsche </li></ul></ul><ul><ul><li>Scholz & Friends Germany </li></ul></ul><ul><li>A big thanks to those individuals above for posting their great presentations in the first place…hopefully there is some new stuff here too as well as the stuff I’ve borrowed  </li></ul>
  3. 3. 5 TRENDS IMPACTING THE BRANDSPHERE <ul><li>THE CHANGING CONVERSATION </li></ul><ul><li>CONSUMER AS DJ </li></ul><ul><li>TRANSMEDIA STORYTELLING </li></ul><ul><li>BRANDS ENABLING RELATIONSHIPS & COMMUNITY </li></ul><ul><li>THE SPEEDING UP OF COOL </li></ul>
  4. 4. TREND 1: THE CHANGING CONVERSATION
  5. 5. THE CHANGING MEDIA LANDSCAPE
  6. 6. <ul><li>Social media is an umbrella term that defines various activities that integrate technology, social interaction and the construction of words, pictures, video and audio. </li></ul><ul><li>Source. Wikipedia.org </li></ul>
  7. 7. MORE SIMPLY PUT…. Social Media is about people having conversations online..
  8. 8. THE CONVERSATIONS ARE POWERED BY
  9. 9. THE RESULT: MEDIA DEMOCRATISATION WHERE ANYBODY CAN BECOME AN AUTHOR, JOURNALIST OR FILM MAKER <ul><li>THROUGH AVATARS (ONLINE GAMING) </li></ul><ul><li>VOICE (PODCASTS) </li></ul><ul><li>AS ACTOR (VIDEO) </li></ul><ul><li>AUTHOR (BLOGS) </li></ul>
  10. 10. LIFE CACHING MAKING US DIGITAL STORYTELLERS <ul><li>Archiving one’s memories, words, photos and detailing every-day life for private use or public sharing is increasingly common. </li></ul><ul><li>96% of wired Aussies under 21 have joined a social networking site </li></ul>Source: Universal McCann Global study on social media trends April 2008
  11. 11. <ul><li>Source: David Knox slideshare presentation </li></ul>
  12. 12. Social networking sites are officially more popular than porn sites Source: Time, October 13,2007
  13. 13. PEOPLE ARE INTERACTING AND SHARING LIKE NEVER BEFORE
  14. 14. WHICH MEANS A GROWTH IN THE LAYMAN EXPERT CONSUMER WHO KNOWS EVERYTHING
  15. 15. THE NEW COMMUNICATION MODEL IS A DIALOGUE
  16. 16. CLASSICAL MARKETING
  17. 17. NEW MARKETING FLIPS THE FUNNEL
  18. 18. Source: Neil Perkins slideshare presentation
  19. 19. WHERE EFFECTIVE COMMUNICATION COMBINES BOTH MEDIA DIMENSIONS Source: Scholz & Friends slideshare presentation
  20. 22. WHAT DOES THIS MEAN FOR BRANDS? BE HONEST….THIS IS THE ERA OF TRANSPARENCY CREATE OPPORTUNITIES FOR PEOPLE TO FEEL THEY OWN THE BRAND BY GIVING THEM SOMETHING TO TALK ABOUT SPARK CONVERSATIONS IN CULTURE, NOT ADS
  21. 23. TREND 2: GIVE IT UP FOR THE CONSUMER DJS
  22. 24. CONSUMERS ARE NOW IN CONTROL
  23. 25. Source: Faris Yakob ‘Convergence Culture’ presentation
  24. 26. Source: Faris Yakob ‘Convergence Culture’ presentation
  25. 27. Source: Faris Yakob ‘Convergence Culture’ presentation
  26. 28. PARTICIPATION IS THE NEW WORLD ORDER OF MARKETING Source: David Armano ‘Logic & Emotion’ blog
  27. 29. A BIG SHIFT FROM MONOLOGUE ADVERTISING TO CONVERSATIONAL ADVERTISING/COMMUNICATION Source: David Armano ‘Logic & Emotion’ blog
  28. 30. MEDIA CONSUMPTION IS NO LONGER PASSIVE..IT’S RECOMBINANT AND COLLABORATIVE <ul><li>Normalised by the Ctrl C and Ctrl V, a generation that naturally treat ideas and recombinant, inputs for further re-examining </li></ul>
  29. 31. EMPOWERING CONSUMERS TO GET INVOLVED
  30. 32. AND CUSTOMISE TO THEIR HEARTS CONTENT
  31. 33. CREATING BRAND PROPERTIES YOUTH ORGANICALLY CAN SPOOF IS THE ULTIMATE SIGN OF BRAND RESPECT
  32. 34. JONES SODA HAVE DEVELOPED A CULT LIKE FOLLOWING BY ALLOWING CUSTOMERS TO DESIGN THE LABELS Coke has also gotten in on this trend.. but done it poorly
  33. 35. WHAT DOES THIS MEAN FOR BRANDS? FOCUS ON CONSUMER PARTICIPATION IN IDEAS, NPD CREATE IDEAS WHICH ARE ‘OPEN SOURCE’ AND CAN BE PLAYED WITH DON’T TRY AND CONTROL THE CONVERSATION, TRY TO ENABLE, INSPIRE OR INFLUENCE
  34. 36. TREND 3: TRANSMEDIA STORYTELLING
  35. 37. <ul><li>Wiki: A story that unfolds across different platforms, with key elements of the story coming to life in different media. Members of the community share information about the story, hence driving social currency </li></ul>
  36. 39. MEDIA NEUTRAL PLANNING ONE THOUGHT ENDLESSLY RE-ITERATED Source: Faris Yakob’ Convergence Culture’ presentation
  37. 40. TRANSMEDIA PLANNING Non linear brand narrative DIFFERENT BITS IN DIFFERENT PLACES, FORMING BRAND COMMUNITIES WHO RECOMPILE THEM Source: Faris Yakob’ Convergence Culture’ presentation
  38. 41. OASIS –THE STORY OF CACTUS KID Flickr Sightings Source:runcactuskidrun.com
  39. 42. ALTERNATE REALITY GAMES INVOLVING CONSUMERS
  40. 43. DECODING THE DARK KNIGHT VIRAL
  41. 44. WHAT DOES THIS MEAN FOR BRANDS? HOW CAN WE LEVERAGE THE PASSION OF OUR USER BASE? THINK OF OUR BRANDS AS STORYTELLERS, HOW CAN WE GET CONSUMERS INVOLVED IN OUR BRAND NARRATIVES DON’T BE SCARED TO USE DIFFERENT MEDIA TO TELL DIFFERENT PARTS OF A STORY
  42. 45. TREND 4: ENABLING RELATIONSHIPS AND COMMUNITY
  43. 46. NIKE + RUNNING COMMUNITY
  44. 47. Source: David Knox Slideshare presentation
  45. 48. USE THE INTERNET TO GET OFF THE INTERNET <ul><li>Source: meetup.com </li></ul>
  46. 49. WHAT DOES THIS MEAN FOR BRANDS? THINK ABOUT PARTNERSHIPS WITH BRANDS WHO HAVE SIMILAR CORE VALUES HOW CAN WE INCLUDE EXPERIENTIAL MARKETING INTO THE PRODUCT EXPERIENCE? THINK ABOUT HOW WE CAN CREATE BRAND FANS BY PROVIDING INTERESTING CONSUMER EXPERIENCES
  47. 50. TREND 5: THE SPEEDING UP OF COOL
  48. 51. THE NEW COOL HUNTERS Late 1990S EXCLUSIVE Early 2000S MAINSTREAM 2008 EXCLUSIVE ONLINE COOL HUNTERS WILL BECOME ALTERNATIVE REFERENCE POINTS FOR 18-28 YEAR OLD OPINION LEADING CONSUMER SERVING AS ORGANIC GUIDES THAT HAVE MORE CREDIBILITY AND NICHE RELEVANCE COOL COOL COOL
  49. 52. 2 2 2 3 A NEW SWARM OF ONLINE TRENDSPOTTERS SERVE AS SELF APPOINTED FEELERS FOR UNDERGROUND CULTURAL BLIPS
  50. 53. ‘ COOL’ TRAVELS AT LIGHTNING SPEED VIA THE WEB INVERTING THE ADOPTION CURVE AS TRENDS ARE ADOPTED AND HIT THE MAINSTREAM FAR QUICKER THAN EVER BEFORE Old Adoption Model New Adoption Model                 Influencers Early adopters Followers Quick
  51. 54. WHAT DOES THIS MEAN FOR BRANDS COOL HUNTERS = ALTERNATIVE REFERENCE POINTS ON YOUTH CULTURE HOW DO WE SEED NEW PRODUCTS AND IDEAS WITH COOL HUNTERS AND GET THE RIGHT AMBASSADORSHIP ? FINDING OPPORTUNITY COOL GETS INTO MAINSTREAM FAR QUICKER = SHORTER INCUBATION PERIOD NEED A CONSTANT STREAM OF INNOVATION WHICH ARE SEEDED THROUGH ONLINE SOURCES
  52. 55. 5 THINGS TO TAKE AWAY <ul><li>LEVERAGE THE POWER OF YOUR FANS BY USING SOCIAL MEDIA TO CREATE A DIALOGUE </li></ul><ul><li>ALLOW FOR PARTICIPATION AND COLLABORATION </li></ul><ul><li>BE A STORYTELLES…DON’T BE SCARED TO CREATE AN EVOLVING NARRATIVE </li></ul><ul><li>BRANDS HAVE A SHORT INCUBATION PERIOD BEFORE COOL BECOMES OLD HAT..USE IT WISELY </li></ul><ul><li>THE PRODUCT AND MARKETING EXPERIENCE ARE NOW ONE </li></ul>

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