The Future Is Now: Advertising & Marketing to a Scientific Audience
•Download as PPTX, PDF•
1 like•196 views
Exploring current & emerging audience trends — and creative ways that marketers are responding. Presented by Andrew Hanelly, Partner & Creative Director, Revmade, during C&EN Media Group's science marketing event in Washington, DC. cenmediakit.org/subscribe
More Related Content
Similar to The Future Is Now: Advertising & Marketing to a Scientific Audience
Similar to The Future Is Now: Advertising & Marketing to a Scientific Audience (20)
Recently uploaded
Recently uploaded (20)
The Future Is Now: Advertising & Marketing to a Scientific Audience
- 1. THE FUTURE IS NOW (and it needs your attention …)
- 2. What is the most clicked-on phrase in the chemistry industry?
- 5. Then, the Mad Men Era
- 8. Until this came along …
- 9. And guys like this showed up …
- 10. “Things have changed more in the past 5 years than they had in the past 50 years combined.” - Anonymous CMO, Adobe Digital Distress Survey 2015
- 11. We’ve got 13,000 of these in our pockets.
- 12. And this is how we use them.
- 13. Uploading 2,000 years worth of selfies every single day.
- 14. Not to mention an hour of video uploaded to YouTube per second.
- 15. But it’s more than selfies and YouTube. It’s a crush of content mounting every single day.
- 16. And though this goldfish has a longer attention span, we have no problem with an 8-hour binge sesh.
- 17. Forcing marketers to modernize.
- 18. And while these trends feel consumer, let’s remember: scientists are people, too!
- 19. Advertising and marketing to a scientific audience
- 20. Nobody wakes up in the morning thinking about a brand. They think about what kept them up last night and what they need to do that day. Brands that start with their audience’s pain points in mind tend to do best. Instead of interrupting what people are interested in, try to become it. #1. Know the customer is always right. NEW RULES OF ATTENTION ECONOMICS in controlscientist
- 21. NEW RULES OF ATTENTION ECONOMICS #2. Less claims, more stories. We learn, remember and are moved by stories moreso than facts, figures and features of a product set or service. “He who tells the story rules the world.” – Hopi proverb Thought Leadership Educational Content Templates, Guides, & Other Utilities Case Studies and Inside Access
- 22. NEW RULES OF ATTENTION ECONOMICS #3. Tailor content to the buying cycle At all points in the buying process, content can play a role. And content-based advertising tends to outperform brand-based advertising with scientists.
- 23. NEW RULES OF ATTENTION ECONOMICS #4. Prepare to pivot. Think more like a GPS and less like an atlas. DISTRIBUTION Limited Channels DISTRIBUTION Every Individual on the Planet CREATION What Audiences Want to Engage With STRATEGY Flexible and Adaptive to Results CREATION What Advertisers Want to Say STRATEGY Set Annually NOWTHEN
- 24. Audience always comes first. (The scientist is always right.) Content is the new currency of advertising. (Less claims, more stories.) Tailor content to the buying cycle. (There’s a story for every stage.) Evolve to greatness (Optimize and improve. It’s a GPS not an atlas) The new rules of attention economics
- 27. Hold the Ice: A Beating Heart is Being Delivered
- 28. Robot Guides Soybean Plant To Light
- 29. But don’t take my word for it.
- 30. Thank you!
- 31. The Scientist’s Mindset: Understanding Research, Consideration & Purchasing Behaviors
- 32. THE SCIENTIST’S MINDSET: UNDERSTANDING RESEARCH, CONSIDERATION & PURCHASING BEHAVIORS ROBIN ROTHROCK PhD, Vice President, Publications BioInformatics LLC MURAD SABZALI Founding Partner CG Life
Editor's Notes
- This is how things were for a very long time. This is not to say that it wasn’t competitive, but it was a bit more straightforward. Readers had a few choices for where they got their information Advertisers could buy space in those publications And Publishers made tons of money. It was kind of great, but also kind of terrible.
- You know the culture; 3-martini lunches, ego, 1 big idea pitched and then you got to art and copy. If you’ve watched the show, you know that this was at times beautiful, but riddled with an old way of thinking; from mocking the idea that research or data would inform a decision when we’ve got our guts to rely on. And oh yeah, women can be secretaries. Until Peggy Olson came in and kicked ass and took name, but that’s another story.
- But this really was a golden age of media; especially for media companies and advertisers. I mean, look how close that guy is to the TV. I can only imagine his mind being blown with a smart phone. In this era, people actually looked forward to commercials. They’d memorize the slogans and the jingles. Because media grew so rapidly – and we weren’t yet jaded, saturated and totally over it – as a sidenote, you may remember when AOL came out and people were excited to hear “You’ve got mail!” Now, they dread it. There’s just too much.
- But back in those glory days, interruptions were the norm. I mean, they called them Soap Operas for this very reason. Soap companies brought the “TV opera” to you, and the name stuck. Being interrupted was part of the experience. And people couldn’t fathom another way.
- Not Steve Jobs and Steve Wozniak specifically, but the idea of personalized computing. Apple was founded on the idea that technology could empower the individual to take on the corporation. You could argue that all of Silicon Valley in some way shape or form is focusing on this concept. And the cumulative effect has completely changed the game.
- But there were people in corners of the world working on things that would change everything. Mostly in California.
- The mobile revolution has changed how people navigate their worlds – and experience (or don’t experience advertising). The mobile phones in our pockets have more computing power than 13,000, room-sized supercomputers from the Cold War era. This means consumers are empowered beyond imagination. To get things done, and as a distraction when other stimuli isn’t enough. This is a challenge for a couple on a first date as much as it is for advertisers.
- The mobile revolution has changed how people navigate their worlds – and experience (or don’t experience advertising). The mobile phones in our pockets have more computing power than 13,000, room-sized supercomputers from the Cold War era. This means consumers are empowered beyond imagination. To get things done, and as a distraction when other stimuli isn’t enough. This is a challenge for a couple on a first date as much as it is for advertisers.
- The mobile revolution has changed how people navigate their worlds – and experience (or don’t experience advertising). The mobile phones in our pockets have more computing power than 13,000, room-sized supercomputers from the Cold War era. This means consumers are empowered beyond imagination. To get things done, and as a distraction when other stimuli isn’t enough. This is a challenge for a couple on a first date as much as it is for advertisers.
- The mobile revolution has changed how people navigate their worlds – and experience (or don’t experience advertising). The mobile phones in our pockets have more computing power than 13,000, room-sized supercomputers from the Cold War era. This means consumers are empowered beyond imagination. To get things done, and as a distraction when other stimuli isn’t enough. This is a challenge for a couple on a first date as much as it is for advertisers.
- The mobile revolution has changed how people navigate their worlds – and experience (or don’t experience advertising). The mobile phones in our pockets have more computing power than 13,000, room-sized supercomputers from the Cold War era. This means consumers are empowered beyond imagination. To get things done, and as a distraction when other stimuli isn’t enough. This is a challenge for a couple on a first date as much as it is for advertisers.
- It’s not that things have to get shorter or things have to get longer. They have to get better.
- So, what would Don Draper think of Pokemon Go? He’d probably think he was in that episode where Sterling dropped acid ... But all jokes aside, all of these new technologies, channels and behaviors have ushered in new norms, and have driven Madison Avenue a bit crazy trying to manage it all.
- So, what would Don Draper think of Pokemon Go? He’d probably think he was in that episode where Sterling dropped acid ... But all jokes aside, all of these new technologies, channels and behaviors have ushered in new norms, and have driven Madison Avenue a bit crazy trying to manage it all.
- Scientists are skeptics by nature and by training, and they are deliberate and meticulous in the way they interact with the world – including media. We talked about all the general trends in attention economics that everyone in every demographic and psychographic are experiencing. But the effect is actually exaggerated with scientists.