Whats next-in-marketing-advertising-Mehmet-Tanlak1. WHAT’S NEXT
IN MARKETING + ADVERTISING
©2008 Paul Isakson
5. J/K J/K J/K J/K
J/K J/K J/K J/K
J/K J/K J/K J/K
J/K J/K J/K J/K
©2008 Paul Isakson
7. TOPICS / AGENDA
BRANDS
OLD MARKETING
NEW MARKETING
INNOVATION
ENGAGEMENT
UTILITY
INSIGHT
©2008 Paul Isakson
11. BRAND LOYALTY
WILL STILL BE EARNED
OVER TIME THROUGH
CONSISTENT POSITIVE
EXPERIENCES &
ENGAGEMENTS WITH A
PRODUCT, SERVICE OR
COMPANY.
©2008 Paul Isakson
14. OLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER ©2008 Paul Isakson
18. A TIME FOR CHANGE
“We’re not in the business of keeping
the media companies alive. We’re in the
business of connecting with
consumers.”
Trevor Edwards
Vice President, Global Brand & Category Management
Nike
October 2007
Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html
©2008 Paul Isakson
20. MODERN MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER ©2008 Paul Isakson
22. MODERN MARKETING
“[Digital] is the centerpiece of a broader
campaign. I think that’s become a real
integral part of how we use the web, moving
beyond just promoting web addresses in TV
spots or print ads to really making them a
critical part of the storytelling for the brands.”
Rob Master
Media Director, North America
Unilever
March 2008
Source: Advertising Age - http://adage.com/article?article_id=125663
©2008 Paul Isakson
32. MODERN MARKETING
“Something remarkable is worth talking
about. Worth noticing. Exceptional. New.
Interesting. It’s a Purple Cow. Boring stuff is
invisible. It’s a brown cow. … Remarkable
marketing is the art of building things worth
noticing right into your product or service.”
Seth Godin
Author / Speaker / Marketing Expert
Purple Cow
2002
Source: Purple Cow / Seth Godin / Page 3
©2008 Paul Isakson
33. MODERN MARKETING
“We think the future of advertising is
great products that have marketing
embedded in them.”
Jeff Hicks
CEO
Crispin Porter + Bogusky
October 2006
Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/
©2008 Paul Isakson
34. MODERN MARKETING
“Coming up with product innovations.
That's what we're setting out to do.”
Steven Marrs
Vice Chairman
Global Head of Digital and Branded Content
NITRO
April 2007
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
©2008 Paul Isakson
35. MODERN MARKETING
“Our belief is that marketing and
product have converged. The consumer
doesn’t separate the marketing
experience from the product
experience.”
Ajaz Ahmed
Founder & Chairman
AQKA
March 2008
Source: Advertising Age - http://adage.com/article?article_id=125664
©2008 Paul Isakson
43. J/K J/K J/K J/K
J/K J/K J/K J/K
J/K J/K J/K J/K
J/K J/K J/K J/K
©2008 Paul Isakson
49. CONTENT IS THE NEW CURRENCY
1 Week = $1.6 Million
Source: Chicago Tribune / Leisure Blogs / Turn It Up - http://leisureblogs.chicagotribune.com/turn_it_up/2008/03/reznors-one-wee.html
©2008 Paul Isakson
52. CONTENT IS THE NEW CURRENCY
“[The agency’s job is to create] content
so valuable and useful that [consumers]
wouldn't want to live without it.”
Jeff Hicks
CEO
Crispin Porter + Bogusky
October 2006
Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/
©2008 Paul Isakson
54. ENGAGEMENT
“The days of making funny things that
may or may not have an effect on the
client's business are ending.”
Jeff Benjamin
Interactive Creative Director
Crispin Porter + Bogusky
March 2008
Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd
©2008 Paul Isakson
55. ENGAGEMENT
CP+B FOLK LORE / MYTHOLOGY:
ALEX BOGUSKY DOESN’T WANT TO
SEE SCRIPTS ANYMORE.
“DON’T SHOW ME A SCRIPT. SHOW
ME THE PRESS RELEASE.”
IT’S ALL ABOUT HOW PEOPLE WILL
ENGAGE - WHY THEY WILL FIND IT
INTERESTING & PARTICIPATE.
Source: Life Moves Pretty Fast - http://ameliatorode.typepad.com/life_moves_pretty_fast/2008/01/dont-write-me-a.html
©2008 Paul Isakson
56. ENGAGEMENT
16 QUARTERS OF
CONSECUTIVE
GROWTH
Source: BusinessWeek - http://www.businessweek.com/the_thread/brandnewday/archives/2008/02/crispin_downloa_1.html
©2008 Paul Isakson
57. ENGAGEMENT
No. 1 seller in Personal Grooming category on Amazon.com
for the first two months after launch.
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=53172
©2008 Paul Isakson
61. UTILITY
“[Branded Utility] is where the brand creates
a commitment to a relationship. It’s where the
brand creates something useful to you,
something that’s a utility in your life. The
consumer will feel more confident with the
relationship if the brand will continue to be
part of your life.”
Benjamin Palmer
CEO / Owner
The Barbarian Group
October 2006
Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html
©2008 Paul Isakson
62. UTILITY
“When you create a utility, you're creating
something that gives people time back. It
becomes less about information as pollution
and more about information to help people
get through life.”
Nick Law
Chief Creative Officer, North America
R/GA
March 2008
Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd
©2008 Paul Isakson
64. UTILITY
“[Nike+] is not an advertising idea, it's a
technology idea. We are delivering a
product, an application.”
Nick Law
Chief Creative Officer, North America
R/GA
April 2007
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
©2008 Paul Isakson
69. CREATING BETTER MARKETING
“We don’t ask consumers what they
want. They don’t know. Instead we
apply our brain power to what they
need, and will want, then make sure
we’re there, ready.”
Akio Morita
Co-Founder
Sony Corporation
Source: Truth, Lies & Advertising / Jon Steel / page 189 (found via Meme Huffer- http://memehuffer.typepad.com/meme_huffer/2007/12/great-quotes-fo.html )
©2008 Paul Isakson
70. CREATING BETTER MARKETING
“It's really hard to design products by
focus groups. A lot of times, people
don't know what they want until you
show it to them.”
Steve Jobs
Co-Founder, Chairman & CEO
Apple
May 1998
Source: BusinessWeek - http://www.businessweek.com/1998/21/b3579165.htm
©2008 Paul Isakson
72. OPPORTUNITY COMES FROM INSIGHTS
“Great work comes from insight, and we have
always worked from insight. … We have a
vision of ourselves becoming the lead agency
for the digital age. Insights are going to come
in so many different ways. We’d like to pride
ourselves on the ability to capitalize on them.”
Laura Lang
CEO
Digitas USA
March 2008
Source: Advertising Age - http://adage.com/article?article_id=125670
©2008 Paul Isakson
74. OBSERVE
+
LISTEN
©2008 Paul Isakson
75. TRADITIONAL METHODS
FOCUS GROUPS
1x1 INTERVIEWS
ETHNOGRAPHIC STUDIES
CULTURAL ANTHROPOLOGY
SURVEYS
USABILITY TESTING / LABS
©2008 Paul Isakson
79. COLLABORATION
COMPANY
INNOVATION INFORMATION
& CONTENT & INPUT
BETTER
BRANDS
AGENCY INSIGHTS CONSUMERS
& IDEAS
©2008 Paul Isakson
86. IF YOU WANT TO READ MORE OF WHAT I’M THINKING…
http://paulisakson.typepad.com/
©2008 Paul Isakson
88. IMAGE CREDITS
IMG_6515 iPhone
Tony de Marco e-Learning content authoring
Flickr Google Loves The iPhone
Anonymous at Scientology in Los Angeles Wii
sklathill Networking Audio/Video
Flickr X-OOM Software Brings Media Streaming
To The Wii
Brick Tamland Wallpaper Starbucks Coffee
Anchorman The Movie Web Site Boston.com
Brick Wallpaper Aging Music Heroes' Haven
Bloc Party Crowd @ Ogden Theatre Tracy Morgan
Paul Isakson Saturday Night Live
Flickr Black Is The New President, Bitch
Google Screen Grab Ghosts I - IV
Google Nine Inch Nails
Google.com Ghosts.nin.com
89. IMAGE CREDITS
RCRD LBL_ + Widgets Nike+
RCRD LBL Healthy Living NYC
rcrdlbl.com Every Step You Take...
Whopper Freakout Domino’s Pizza Builder
Burger King Domino’s Pizza
WhopperFreakout.com Dominos.com
Shave Everywhere Domino’s BFD Pizza Builder
Philips / Norelco Adverblog & Domino’s Pizza
ShaveEverywhere.com Domino's Pizza Builder & Dominos.com
The Coke Zero Game My Vegas
Coca-Cola Company Logic + Emotion
CokeZeroGame.com My Vegas Is Showing: Brand Utility +
Event Based Social Networking
The Coke Zero Game Digital Ethnography + Anthropology
Coca-Cola Company All logos taken from their respective Web
sites.
CokeZeroGame.com
90. IMAGE CREDITS
Consumer Collaboration
Paul Isakson
[paul isakson]
Kluster
Kluster
Kluster.com
My Starbucks Idea
Starbucks
MyStarbucksIdea.com
91. CONTACT ME
PAUL ISAKSON
Senior Strategic Planner
space150
http://www.paulisakson.com/
paul.isakson@gmail.com