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CREATING CUSTOMERS WHO CREATE CUSTOMERS
Today, the only messages people see and hear are the ones they
choose to see and hear. The most influential messages are f...
A TRADITIONAL CUSTOMER JOURNEY
… 2%, 10%
conversion?
Interruptive mass media…
Consideration
Radio
Display Ad
TV
Promotions...
A NON-TRADITIONAL CUSTOMER JOURNEY
Banner
AD
Community
Purchase
Newspaper
AD
Magazine
AD
TV & Event
programming
POS
Magazi...
THE PRIMARY OBJECTIVE OF A
BUSINESS ( & SO, ADVERTISING)
19th Century: was to create markets
20th Century: was to create a...
But paid media stops working when you stop pouring money into it. So it’s lifetime is finite and its main function now is ...
EARNED MEDIA IS FREE, INFINITE
AND VIRAL.
IT EMPOWERS YOUR CUSTOMERS
TO CREATE MORE CUSTOMERS
(AT NO COST TO YOU).
FROM CH...
DISINTERMEDIATION AND THE RISE OF
NEW INTERMEDIARIES
8
BRAND BRAND
CUSTOMERS CUSTOMERS
(PAID)
INTER-
MEDIARIES
(PAID )
INT...
Fu
MAKE FANS FROM YOUR FANS
Funnel flipping metaphor from Seth Godin
THE FUTURE OF ADVERTISING
Close the content
loop
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The New Intermediaries & Future Of Advertising

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How disintermediation is creating new intermediarioes and changing advertising

Published in: Business, Technology
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The New Intermediaries & Future Of Advertising

  1. 1. CREATING CUSTOMERS WHO CREATE CUSTOMERS
  2. 2. Today, the only messages people see and hear are the ones they choose to see and hear. The most influential messages are from friends and online strangers.1 THE WORLD HAS ENTERED THE POST-ADVERTISING AGE. 1Nielsen Global Online Consumer Survey, 2009, “Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most” http://bit.ly/9rSpU0
  3. 3. A TRADITIONAL CUSTOMER JOURNEY … 2%, 10% conversion? Interruptive mass media… Consideration Radio Display Ad TV Promotions PR Outdoor POSDM Phoner Conversion Collateral
  4. 4. A NON-TRADITIONAL CUSTOMER JOURNEY Banner AD Community Purchase Newspaper AD Magazine AD TV & Event programming POS Magazine Editorial Mini Documentary Blog Post Book Search Twitter Facebook Fan Page Brand Web Site Delicious Online News Flickr Photos YouTube Mobile Coupon Mobile Video … 98% engagement. Content and experiences create brand conversations Custom publishing
  5. 5. THE PRIMARY OBJECTIVE OF A BUSINESS ( & SO, ADVERTISING) 19th Century: was to create markets 20th Century: was to create a customer 21st Century: is to create a customer who creates a customer • lumpen masses • the century of the self • tribal communities
  6. 6. But paid media stops working when you stop pouring money into it. So it’s lifetime is finite and its main function now is to jumpstart earned media. PAID MEDIA IS NOT GOING TO DISAPPEAR.
  7. 7. EARNED MEDIA IS FREE, INFINITE AND VIRAL. IT EMPOWERS YOUR CUSTOMERS TO CREATE MORE CUSTOMERS (AT NO COST TO YOU). FROM CHANNEL LOYALTY TO TALENT LOYALTY
  8. 8. DISINTERMEDIATION AND THE RISE OF NEW INTERMEDIARIES 8 BRAND BRAND CUSTOMERS CUSTOMERS (PAID) INTER- MEDIARIES (PAID ) INTER- MEDIARIES (EARNED) NEW INTER- MEDIARIES Ad-Age Broadcasting Post-Ad Age Storytelling
  9. 9. Fu MAKE FANS FROM YOUR FANS Funnel flipping metaphor from Seth Godin
  10. 10. THE FUTURE OF ADVERTISING Close the content loop

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