Cutler Standing On The Horizon At Baruch
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The document discusses new trends in digital marketing. It notes that the future of advertising is now, with marketing and products converging in the consumer's experience. Transparency has replaced honesty, and marketing now focuses on connecting with consumers through activities like product innovation, collaboration, engaging content and crowd-sourcing to add value to people's lives. The key is making people's lives better through remarkable products and services.
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Cutler Standing On The Horizon At Baruch
- 1. Standing On The Horizon 9/17/2008 A discussion about new media DIGITAL (INTERNET) MARKETING (MKT 9780) Instructor: Dorian Benkoil Guest Speaker David Cutler Oasis Technology Partners www.otpartners.com
- 3. What’s on the Marketing Horizon What’s on the Marketing Horizon?
- 4. You Are Standing On It
- 5. THE FUTURE OF ADVERTISING
- 6. THERE ISN’T ANY.
- 7. THE END
- 8. THE FUTURE OF MARKETING IS HERE…
- 14. OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
- 15. NEW MARKETING PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM
- 18. What Can You Do About It?
- 19. Fish Where The Fish Are… Be The Fish
- 20. Join The Playground del.icio.us
- 21. What They Want Versus What You Want
- 24. Learn What You Know www.EatMedia.com
- 25. New Ways of Thinking
- 30. Amazon.com
- 32. HOW CAN YOU CREATE BRAND FANS?
- 33. DELIVER VALUE THROUGH MARKETING.
- 34. OR, MORE SIMPLY PUT…
- 35. MAKE PEOPLES’ LIVES BETTER.
- 36. SO HOW CAN WE DO THIS?
- 38. BUILD THE MARKETING INTO THE PRODUCT.
- 39. MAKE THE PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT.
- 41. THE (VALUABLE) PRODUCT IS THE MARKETING
- 42. THE (COOL) PRODUCT IS THE MARKETING
- 43. THE (UNIQUE) PRODUCT IS THE MARKETING
- 44. The (UTILITY) PODUCT IS THE MARKETING
- 46. What Works (Thanks Code + Theory)
- 47. GREAT. BUT MY PRODUCT ISN’T COOL.
- 48. WHAT CAN I DO???
- 49. WELL, FRANKLY YOU’RE SCREWED.
- 51. HOW DO WE CREATE THIS KIND OF MARKETING?
- 52. OBSERVE + LISTEN
- 53. ENGAGE
- 54. ASK THEM! Duh.
- 56. COLLABORATION AGENCY CONSUMERS COMPANY INFORMATION & INPUT INSIGHTS & IDEAS INNOVATION & CONTENT BETTER BRANDS
- 57. COLLABORATION
- 58. We Trust Each Other Most – So…?
- 59. Crowd Sourcing With Revenue $haring
- 60. You Are In The Right Market
- 61. ADD VALUE THROUGH CONTENT.
- 62. THEY WILL PAY FOR GREAT CONTENT.
- 63. CONTENT IS THE NEW CURRENCY
- 66. A Marketplace for remote access application support www. HelpGuest .com
- 67. IF YOU ONLY REMEMBER ONE THING…
- 68. NEW MARKETING = MAKING PEOPLES’ LIVES BETTER.
Editor's Notes
- Added in for SlideShare.
- So… the future of advertising…
- Now, let’s chat about the future outlook for marketing…
- Total paradigm shift- this is a map of the Internet. It is not linear. It is not a pyramid.
- … and AQKA says it’s all one thing now - there is no separation between the marketing experience and the product experience… I think a few of you are Halo fans, look at what they did with the marketing for Halo 3 and how that was an experience akin to the game…
- All about pushing things out at people. A one way process. Shove, shout, sell.
- Instead of using marketing to shove things out and yell, it’s about creating things that draw people in. Things that make them want to come learn/see/engage more.
- Smart brands are looking for ways to change that. If people are tuning out the noise, then it’s time to look for new ways that will help us connect better…
- People are broadly and publicly sharing more about their lives than ever before. We can learn a lot about what people want and need simply by looking at what they’re sharing…
- How can we create fans for our clients’ brands? How can we make our clients the rock stars that drew the crowd in the image a few slides back?
- By helping them deliver more value around their products and services through their marketing.
- Save them time. Save them energy. Give them something useful. Help them learn something. Give them a story to tell others… do little things that make their days a little better. A little easier to get through.
- … Well, one of the ways agencies can help companies is in the area of product innovation. Applying creative insight to the product development process is an area agencies can add value to their clients…
- So…
- … Seth Godin was talking about this long ago…
- Think back… How many of you found out about Google from an ad? Now how many found out because someone told you about it?
- … the iPhone… even though they do advertise it, look at what the ads do… they show you how you can USE it to make life better…
- R/GA helped Nike do this in creating Nike+
- It’s not advertising. It’s an application, like Barbarian was talking about…
- So, what if your product isn’t innately cool?
- Now, how can we help our clients create this kind of marketing?
- Watch how people behave. How they shop. How they use things. How they go through a web site. How they play a game. Ask them questions. Listen. Ask more questions. Listen twice as much… Notice and note the areas that could be improved …
- Another interesting thing brands can do is collaborate more closely with their agencies and customers/consumers - especially in the area of product innovation that we talked about before…
- Another interesting thing brands can do is collaborate more closely with their agencies and customers/consumers - especially in the area of product innovation that we talked about before…
- The Web is enabling collaboration to take place easier and quicker… companies can share information with consumers and get their input directly … agencies can pull insights out of that information exchange as well as get quick feedback on ideas as they develop… the agency and company can then take the learnings and insights to create things people need or want, even if they didn’t realize these things when they were talking to them… this goes along with a growing idea in the planner blog world for Brands in Beta … where brands are constantly tweaking and improving by getting real-time, on-going feedback from consumers… But to the earlier quotes from Sony and Apple… the web is enabling people to now know more about what they didn’t know. As this continues, brands can get even better insights and feedback, which is going on right now…
- Starbucks is putting this into action as well. They’ve been under scrutiny lately and now they’re looking to get ideas from passionate Starbucks drinkers.
- Enhance the product through content
- Let’s look at the music industry, where “nobody buys music anymore”
- … I’ve probably gone just over my 15-minutes… (sorry Ben) … but I’ll close it up and ask that if you only remember one thing from all of this…
- Think about this on whatever you’re creating now and next… how can we make this make peoples’ lives better…