DON DRAPER IS DEAD
@mikepweiss	
  

@mikepweiss	
  
“ADVERTISING IS
BASED ON ONE
THING: HAPPINESS” 
– DON DRAPER

@mikepweiss	
  
ADVERTISING
KILLED 
DON DRAPER

@mikepweiss	
  
@mikepweiss	
  
SPRAY &
PRAY
@mikepweiss	
  
INTERRUPTIVE
MARKETING

@mikepweiss	
  
@mikepweiss	
  
“It's an ideal time to tell the
brand's story on one of the
world’s most-watched stages.”
-­‐	
  Loren	
  Angelo,	
  GM	
 ...
@mikepweiss	
  
IN THE 1960’S
75 MESSAGES 
PER DAY

@mikepweiss	
  
3,000 MESSAGES 
PER DAY. 
THAT’S 3 TO 4 PER
MINUTE.

@mikepweiss	
  
CONSUMER HAS BEEN
TAKING CONTROL 
VIA CALLER ID, DVRS
AND SIRIUS.

@mikepweiss	
  
TIME SHIFTED 
VIEWING

@mikepweiss	
  
TV GUIDE SURVEY: 
96% OF DVR VIEWERS
SKIP COMMERCIALS.

@mikepweiss	
  
@mikepweiss	
  
BIG

DATA

@mikepweiss	
  
“I NOTICE INCREASING RELUCTANCE ON
THE PART OF MARKETING EXECUTIVES TO
USE JUDGMENT; THEY ARE COMING TO
RELY TOO MUCH ON R...
MERGED MEDIA

@mikepweiss	
  
PAID
OWNED
EARNED

@mikepweiss	
  
@mikepweiss	
  
@mikepweiss	
  
@mikepweiss	
  
PAID	
  

* 111 million people watch
*

3.1 million per 30 seconds

@mikepweiss	
  
OWNED	
  

*

Ad is launched 1 week
before Super Bowl and
received 1 million views
in one day
In 2 days 15 million views

...
EARNED	
  

@mikepweiss	
  
@mikepweiss	
  
@mikepweiss	
  
PAY FOR

@mikepweiss	
  
* Soccer 20 million likes
*
2 million followers
*
15 million likes

*
3 million followers
*
32 million views

@mikepweiss	...
@mikepweiss	
  
@mikepweiss	
  
@mikepweiss	
  
EARNED	
  

@mikepweiss	
  
@mikepweiss	
  
GO BEYOND
THE CTR

@mikepweiss	
  
“THE CONSUMER IS
PRESIDENT OF THE
NEW REPUBLIC.”
MEDIA 2015: THE FUTURE OF MEDIA

@mikepweiss	
  
CONTENT STRATEGY
IS KEY

@mikepweiss	
  
@mikepweiss	
  
SOURCE: CREOTIVO	
  

@mikepweiss	
  
NEW FRONT LINE

24/7/365
@mikepweiss

@mikepweiss	
  
“EVERYONE IS CAPABLE
OF BREAKING A SALE.”
- ZIG ZIGLAR

@mikepweiss	
  
@mikepweiss	
  
@mikepweiss	
  
“ASSUME THAT YOUR
PROFESSIONAL LIFE AND YOUR
PERSONAL LIFE WILL MERGE
ONLINE REGARDLESS OF YOUR
CARE IN SEPARATING THEM” 
...
“Advertisers need a lot more
content so that they can keep
the engagement with
consumers fresh and relevant.”
Jonathan	
  ...
CONTENT STRATEGY
IS KEY

@mikepweiss	
  
@mikepweiss	
  
EDUCATIONAL;
INSPIRING;
ENGAGING.

@mikepweiss	
  
BUYING A CAR

@mikepweiss	
  
@mikepweiss	
  
PERMISSION BASED
MARKETING

@mikepweiss	
  
“CUSTOMERS NO LONGER
SEPARATE MARKETING
FROM THE PRODUCT – IT
IS THE PRODUCT” 
MCKINSLEY QUARTERLY JULY 2011

@mikepweiss	...
“RATHER THAN ALLOW CAMPAIGNS TO BE
DRIVEN BY PAID MEDIA, MARKETERS MUST
NOW DEVELOP SCALE AND EXPERTISE IN
OWNED AND EARNE...
@mikepweiss	
  

@mikepweiss	
  
WHAT WOULD 
DON DO?

@mikepweiss	
  
@mikepweiss	
  
DON DRAPER
WAS CONFINED 
& IT KILLED HIM

@mikepweiss	
  
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Don Draper Is Dead - Redux - LERN Conference 2013

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The Don Drapers of the world create ads that interrupt
and hit the masses. They throw it up and hope it sticks.
Content Marketing allows people to choose what content
they want, how they want it and when they want it. It’s
not about interruption marketing anymore - it’s about
choice marketing.

Published in: Marketing
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  • Greeting from me, First I will like to apologies for intruding into your privacy, since we don't know each other,my Name is Haret I saw your profile and i become interested to be your friend so Please i will like you to write back to me through my email address (haret.desmond@yahoo.com) i don't use to be online so that i will tell you more about my self
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  • We still love Don Draper & Nostalgia ! ;-)
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Don Draper Is Dead - Redux - LERN Conference 2013

  1. DON DRAPER IS DEAD @mikepweiss   @mikepweiss  
  2. “ADVERTISING IS BASED ON ONE THING: HAPPINESS” – DON DRAPER @mikepweiss  
  3. ADVERTISING KILLED DON DRAPER @mikepweiss  
  4. @mikepweiss  
  5. SPRAY & PRAY
  6. @mikepweiss  
  7. INTERRUPTIVE MARKETING @mikepweiss  
  8. @mikepweiss  
  9. “It's an ideal time to tell the brand's story on one of the world’s most-watched stages.” -­‐  Loren  Angelo,  GM  of  Marke1ng  for  Audi @mikepweiss  
  10. @mikepweiss  
  11. IN THE 1960’S 75 MESSAGES PER DAY @mikepweiss  
  12. 3,000 MESSAGES PER DAY. THAT’S 3 TO 4 PER MINUTE. @mikepweiss  
  13. CONSUMER HAS BEEN TAKING CONTROL VIA CALLER ID, DVRS AND SIRIUS. @mikepweiss  
  14. TIME SHIFTED VIEWING @mikepweiss  
  15. TV GUIDE SURVEY: 96% OF DVR VIEWERS SKIP COMMERCIALS. @mikepweiss  
  16. @mikepweiss  
  17. BIG DATA @mikepweiss  
  18. “I NOTICE INCREASING RELUCTANCE ON THE PART OF MARKETING EXECUTIVES TO USE JUDGMENT; THEY ARE COMING TO RELY TOO MUCH ON RESEARCH, AND THEY USE IT AS A DRUNKARD USES A LAMP POST FOR SUPPORT, RATHER THAN FOR ILLUMINATION.” – DAVILD OGILVY @mikepweiss  
  19. MERGED MEDIA @mikepweiss  
  20. PAID OWNED EARNED @mikepweiss  
  21. @mikepweiss  
  22. @mikepweiss  
  23. @mikepweiss  
  24. PAID   * 111 million people watch * 3.1 million per 30 seconds @mikepweiss  
  25. OWNED   * Ad is launched 1 week before Super Bowl and received 1 million views in one day In 2 days 15 million views * Ad receives 8 million * views before Super Bowl * 60 million views to date @mikepweiss  
  26. EARNED   @mikepweiss  
  27. @mikepweiss  
  28. @mikepweiss  
  29. PAY FOR @mikepweiss  
  30. * Soccer 20 million likes * 2 million followers * 15 million likes * 3 million followers * 32 million views @mikepweiss  
  31. @mikepweiss  
  32. @mikepweiss  
  33. @mikepweiss  
  34. EARNED   @mikepweiss  
  35. @mikepweiss  
  36. GO BEYOND THE CTR @mikepweiss  
  37. “THE CONSUMER IS PRESIDENT OF THE NEW REPUBLIC.” MEDIA 2015: THE FUTURE OF MEDIA @mikepweiss  
  38. CONTENT STRATEGY IS KEY @mikepweiss  
  39. @mikepweiss  
  40. SOURCE: CREOTIVO   @mikepweiss  
  41. NEW FRONT LINE 24/7/365 @mikepweiss @mikepweiss  
  42. “EVERYONE IS CAPABLE OF BREAKING A SALE.” - ZIG ZIGLAR @mikepweiss  
  43. @mikepweiss  
  44. @mikepweiss  
  45. “ASSUME THAT YOUR PROFESSIONAL LIFE AND YOUR PERSONAL LIFE WILL MERGE ONLINE REGARDLESS OF YOUR CARE IN SEPARATING THEM” FROM THE LOS ANGELES TIMES SOCIAL MEDIA POLICY @mikepweiss  
  46. “Advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant.” Jonathan  Mildenhall,  Coca-­‐  Cola’s  VP  of  Global   Adver1sing  Strategy  &  Excellence   @mikepweiss  
  47. CONTENT STRATEGY IS KEY @mikepweiss  
  48. @mikepweiss  
  49. EDUCATIONAL; INSPIRING; ENGAGING. @mikepweiss  
  50. BUYING A CAR @mikepweiss  
  51. @mikepweiss  
  52. PERMISSION BASED MARKETING @mikepweiss  
  53. “CUSTOMERS NO LONGER SEPARATE MARKETING FROM THE PRODUCT – IT IS THE PRODUCT” MCKINSLEY QUARTERLY JULY 2011 @mikepweiss  
  54. “RATHER THAN ALLOW CAMPAIGNS TO BE DRIVEN BY PAID MEDIA, MARKETERS MUST NOW DEVELOP SCALE AND EXPERTISE IN OWNED AND EARNED MEDIA TO DRIVE EFFECTIVENESS, CULTIVATE CREATIVE IDEAS, ASSESS CUSTOMER NEEDS, AND CUT THROUGHT THE CLUTTER.” ALTIMETER GROUP JULY 2012 @mikepweiss  
  55. @mikepweiss   @mikepweiss  
  56. WHAT WOULD DON DO? @mikepweiss  
  57. @mikepweiss  
  58. DON DRAPER WAS CONFINED & IT KILLED HIM @mikepweiss  

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