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.
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
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
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
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