My Goal is to Erase the word “Digital” from Advertising Titles. This presentation is a primer for traditional creatives that want to be more “digital”. If you consider yourself a traditional creative in advertising, you need to know this stuff because the younger generation isn’t going to distinguish between digital and traditional, to them it will all just be “creative”. Let’s get you up to speed…

2. AN INTRODUCTION TO MODERN MARKETING
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A Framework for Conceiving Integrated
Marketing Creative
DIGITAL CREATIVE PRIMER

3. AN INTRODUCTION TO MODERN MARKETING
CONTENTS
1.EVOLUTION OF DIGITAL MARKETING
2.CULTURE SHIFTS IN STORYTELLING
3.BECOME A HYBRID CREATIVE
DIGITAL CREATIVE PRIMER
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Peoples attention is on their mobile device
but they’re not looking for ads, they’re
looking for content
DIGITAL CREATIVE PRIMER

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Assist-Man

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DIGITAL CREATIVE PRIMER / ASSIST-MAN
“Test fast, fail fast, adjust fast.”
– Tom Peters

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DIGITAL CREATIVE PRIMER / EVOLUTION OF DIGITAL MARKETING
EVOLUTION OF
DIGITAL
MARKETING

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Digital marketing is touch-points where we
reach consumers with the intention to
engage, prompt to take action, or provide
with value
DIGITAL CREATIVE PRIMER / EVOLUTION OF DIGITAL MARKETING

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How it Started

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DIGITAL CREATIVE PRIMER / EVOLUTION OF DIGITAL MARKETING
Used to drive to micro-sites
using banner ads
Now create contextually
relevant content for various
touch-points
Touch-points lead users
down a path that
completes a narrative

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Niche Targeting

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DIGITAL CREATIVE PRIMER / EVOLUTION OF DIGITAL MARKETING
Traditional creates stories for
mass audience
Digital creates stories for mass
audience, then customizes to
target niche networks
Audience is more likely to take
action on message that
resonates

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Iteration Through Analytics

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DIGITAL CREATIVE PRIMER / EVOLUTION OF DIGITAL MARKETING
Digital process formed out
of agile methodology and
Series of small-bets
independently tracked
and iterated on
Crowd-sourced media
planning

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Strategy, Creative, Media… Connected

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DIGITAL CREATIVE PRIMER / EVOLUTION OF DIGITAL MARKETING
Ideas revolve around the
context of the consumer
Media plans are
developed in conjunction
with the creative process
Art & copy is now art,
copy, and strategy

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Where are we Going?

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DIGITAL CREATIVE PRIMER / EVOLUTION OF DIGITAL MARKETING
Value in software interface,
not just the product
Campaigns conceived &
produced in time to be
culturally relevant
Developing intellectual
property that shapes our
client’s products and services

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DIGITAL CREATIVE PRIMER / EVOLUTION OF DIGITAL MARKETING
“We have to stop interrupting
what people are interested in, and
be what people are interested in."
– Craig Davis, former CCO, J. Walter Thompson

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DIGITAL CREATIVE PRIMER / CULTURE SHIFTS IN STORYTELLING
CULTURE SHIFTS IN
STORYTELLING

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Technology has fragmented creative
storytelling into dozens of touch-points
where our audience self-selects their
experience
DIGITAL CREATIVE PRIMER / CULTURE SHIFTS IN STORYTELLING

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Campaigns have a User-Experience

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DIGITAL CREATIVE PRIMER / CULTURE SHIFTS IN STORYTELLING
Big idea is overarching
thematic expressed in
supporting tactics
Supporting tactics are
balanced and connected
through owned, earned, and
paid media
Buying banner ads is the laziest
way to support a big idea

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The Pervasive Web is Here

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DIGITAL CREATIVE PRIMER / CULTURE SHIFTS IN STORYTELLING
Ambient layer that connects
us to products and devices we
love
API’s, cloud, beacons – all
combine to blend data into
the backgrounds of our lives
“Always-on” internet will
become predictive of our
needs

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The Birth of #Live Storytelling

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DIGITAL CREATIVE PRIMER / CULTURE SHIFTS IN STORYTELLING
Marked by piece of content
that people are remixing
and re-mashing
Brands failing use social
like a publishing platform
Brands winning in social
collect relationships
through reciprocity

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DIGITAL CREATIVE PRIMER / CULTURE SHIFTS IN STORYTELLING

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Branding & Selling are Interwoven

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DIGITAL CREATIVE PRIMER / CULTURE SHIFTS IN STORYTELLING
Success of campaign
measured against KPI’s
Everything online can be
measured
Agreeing on metrics is
pressing debate in digital
advertising at the moment

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Trading Privacy for Value

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DIGITAL CREATIVE PRIMER / CULTURE SHIFTS IN STORYTELLING
Customers only share data
if brand provides value
Value is reducing friction in
something we already do
Put yourself in mind of
target customer and ask
“what would help me live
better?”

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DIGITAL CREATIVE PRIMER / CULTURE SHIFTS IN STORYTELLING
“Today’s creative needs to be a
clever storyteller, but also wise to
the means that are available to tell
such narratives"
– Tim Nolan, Creative Director & Author

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DIGITAL CREATIVE PRIMER / BECOME A HYBRID CREATIVE
BECOME A HYBRID
CREATIVE

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Execute – every digital person learned by
doing
DIGITAL CREATIVE PRIMER / BECOME A HYBRID CREATIVE

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UX, Content, & Risk

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DIGITAL CREATIVE PRIMER / BECOME A HYBRID CREATIVE
Think of ideas for content
rather than for media
channel
Consider the user-
experience of the entire
campaign ecosystem
Embrace data as fuel for
ideation

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Consider Your Experience

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DIGITAL CREATIVE PRIMER / BECOME A HYBRID CREATIVE
How do you groom
your identity?
How do you share your
interests?
How do you feed your
relationships?

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Always be Prototyping

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DIGITAL CREATIVE PRIMER / BECOME A HYBRID CREATIVE
Everything is a Minimum-
Viable-Concept that you test
and iterate based on feedback
You’re in sales – the
entrepreneurial kind where
you make what you sell
Crafting a compelling
presentation deck is table
stakes

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Core-competency & Multi-Disciplinary

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DIGITAL CREATIVE PRIMER / BECOME A HYBRID CREATIVE
Use vast amount of data on
internet to uncover insights
Write entertaining, tweet-
lengthed POV’s, about
culturally relevant topics
Visually express your ideas
with a sketch consisting of
words, icons, arrows, and
circles

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Be Resourceful

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DIGITAL CREATIVE PRIMER / BECOME A HYBRID CREATIVE
Digiday: digiday.com
Think w/ GOOGLE:
thinkwithgoogle.com
Digital Buzz Blog:
digitalbuzzblog.com

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DIGITAL CREATIVE PRIMER / BECOME A HYBRID CREATIVE
“The one trick pony creative no
longer exists; instant death comes
to those with narrow-minds or
inflexibility."
– David Schwarz, Creative Partner at Hush Studios

47. CRUSH IT