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.

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