Glyn's Next11 talk
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My talk from the Next11 conference in Berlin on the topic 'Excite but don’t ambush: Advertising that engages instead of forcing us to listen.;
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Glyn's Next11 talk
- 1. NEXT11Using data to make advertising more human Glyn Britton Managing Partner, Albion London
- 2. Excite but don’t Ambush: Advertising that engages instead of forcing us to listen.
- 3. WE STARTED DOING IT INSTINCTIVELY,NINE YEARS AGO
- 4. Russell M Davies Urban Spam... the last desperate interruptive marketing arms race, which is just going to annoy every consumer on earth before the industry learns that attention needs to earned not bought. http://alb.io/nUrbanSpam
- 6. We want to make communications that are meaningful, involving, human and honest.
- 7. Isn’t it easy? Talk like real people do
- 11. UR STILL INTERUPTING PEOPLE. WE NEEDZA WHOLE NEW MARKETING MODEL.
- 12. The new marketing model? Talk like real people do Make the business interesting Find your community Open up Become part of culture Create useful content Demonstrate, don’t tell Design your own media Do lots CAVEAT:THIS IS JUST WHAT HAS WORKED FOR US
- 13. 2. Make the business interesting
- 14. Gareth Kay ‘Ad ideas’ vs. ‘Ideas that can be advertised' people want to share http://alb.io/nIdeasThatDo
- 15. A mobile network based on mutuality... The customers do some of the work that is traditionally done by the company. This helps keep our costs lowand we pass the savings onto them.
- 16. 3. Find your community
- 17. MOBILE FANS WHO WERE TREATED AS AVERAGE BY THE BIG NETWORKS
- 18. 4. Open up
- 23. 5. Become part of culture
- 30. 6. Create useful content
- 33. 7. Demonstrate, don’t tell
- 34. 8. Design your own media
- 35. 9. Do lots
- 36. Mark Earls Light lots of small fires and pour petrol on those that take. http://alb.io/nLightFires
- 37. Mutuality Free data goodybags Unlocking Coherent and dynamic brand experienceacross hundreds of ‘little’ activities Coherence, not consistency Illegal Theatre
- 38. From... Broadcast Target audience Generic product Mainstream brand Brand, then CTA Brand broadcasting messages at a target audience AMBUSH To... Relationship Fans Specialist product Interesting brand Brand response Fans sharing interesting content of value with likeminded people EXCITE
- 39. OK. But where is the...
- 40. Oh, alright then... 10. Data datadata
- 41. Everything is designed to gathers data,and we’re optimising everything in response to it.
- 42. Martin Bailie Planning is just guessing. From ad hoc insight toalways-on collaboration with audiences, responsive marketing on the fly. http://alb.io/nPlanningGuessing
- 43. Iterate MinimumViableProduct Builtto scale
- 44. “Advertising is becoming an engineering discipline” BasemNayfeh, CTO, AudienceScience Speaking @GigaOm #bigdataconf
- 46. Real-time bidding /Retargetting /Dynamic Scary. Annoying. A bit stupid, really.
- 48. More Links to references & deck: http://alb.io/nNext11 www.glyndot.com @glyndot www.albionlondon.com @albionlondon
- 49. Danke
Editor's Notes
- 2006-2008
- Meaningful. That demonstrate, don’t tell. That add value rather than annoying people. That are useful ‘products’ in their own right. That tap into current culture.Involving. That have a memorable ‘hook’ that draws people in. That are rich, and work at different levels. With content that people want to interact with, and share with each other.Human: With real people, who care, being themselves (not a faceless corporate voice). Being real, open and conversational.Honest: We don’t kid ourselves that we’re making art or entertainment. We’re trying to sell things for our clients, and we think it’s better to be honest about that to consumers.
- Interesting and communicable.Interesting enough that you don’t need advertising?Or the ads write themselves (Apple).
- This is our thing.We’re an advertising agency, with a strategy consultancy hidden inside.
- ‘A Plan' is a blockage. Set the vision but allow the route there to be flexible (a 'journey' rather than a campaign).