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                     WHATʼS
                     NEXT IN
                     MARKETING

                     AND
                     ADVERTISING

                     2009

                                       IO 0 D
                                        A DE
                                     U N
                                     IT 6
                                         N
                                        TE
                                   ED B
                                     EX
©2009 Paul Isakson
An Updated
                     Updated Look
                     At The Future
                     Of Marketing
                     And Advertising
                     Paul Isakson
                     Head of Strategy
                     space150




©2009 Paul Isakson
What we’ll cover:
                     Where we are today
                     The future of marketing is...
                     A few thoughts for getting there
                     The Next 60 Years




©2009 Paul Isakson
Where we are today
"Your clients are in

              THINGS (STILL)
                     trouble. They are looking
                     to you to save them. The
                     ad inventory that has
              AREN’T WORKING
                     been sold for the last 50
                     years no longer works,

              LIKE THEY
                     and marketers have
                     started to figure that out."

              USED TOJohn Stratton
                     CMO
                     Verizon Wireless




©2009 Paul Isakson
"Your clients are in
                     trouble. They are looking
                     to you to save them. The
                     ad inventory that has
                     been sold for the last 50
                     years no longer works,
                     and marketers have
                     started to figure that out."
                     John Stratton
                     CMO
                     Verizon Wireless




©2009 Paul Isakson
Investors and marketers are
                     irrationally overvaluing brands


©2009 Paul Isakson
©2009 Paul Isakson   WARC // http://www.warc.com/News/TopNews.asp?ID=25440
gaping void // hugh macleod
©2009 Paul Isakson   brandtags.net
brandtags.net
cheap
         piss
©2009 Paul Isakson   brandtags.net
gross
          crap
©2009 Paul Isakson   brandtags.net
watery
            redneck
            yuck
©2009 Paul Isakson    brandtags.net
swill
                     funny
                     white
                     trash
                     shit
©2009 Paul Isakson           brandtags.net
©2009 Paul Isakson   Flickr // Illetirres
PEOPLE’S BEHAVIORS
       ARE CHANGING



©2009 Paul Isakson
Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641   ©2009 Paul Isakson
THE WAY PEOPLE
          SHOP HAS EVOLVED


©2009 Paul Isakson      Flickr // prettywar-stl
“A revolution doesn't
                     happen when a society
                     adopts new tools. It
                     happens when society
                     adopts new behaviours...”
                     Clay Shirky
                     Author, Consultant, Professor at NYU
                     Us Now (Film)




©2009 Paul Isakson                                          Flickr // Rain Rabbit
“A revolution doesn't

                A REVOLUTION
                       happen when a society
                       adopts new tools. It
                       happens when society
                   IS IN PROCESS
                       adopts new behaviours...”
                        Clay Shirky
                        Author, Consultant, Professor at NYU
                        Us Now (Film)




©2009 Paul Isakson                                             Flickr // Rain Rabbit
IT’S TIME FOR
               MARKETERS TO
               ADOPT NEW
               BEHAVIORS
©2009 Paul Isakson             Flickr // Andrew Huff
THE FUTURE OF
               MARKETING IS NOT
               ABOUT DOING AND
               SAYING THINGS
               TO PEOPLE
©2009 Paul Isakson            Flickr // Arnisto.com
THE FUTURE OF
              MARKETING IS
              ABOUT DOING
              THINGS WITH AND
              FOR PEOPLE
©2009 Paul Isakson
What does that mean?
THE FUTURE OF
          MARKETING IS
          COLLABORATIVE

©2009 Paul Isakson
©2009 Paul Isakson
                     Nike Chalkbot
THE FUTURE OF
          MARKETING IS
          GENEROUS

©2009 Paul Isakson
©2009 Paul Isakson
                     Toms Shoes
THE FUTURE OF
          MARKETING IS
          EXPERIMENTAL

©2009 Paul Isakson
Best Buy / Twelpforce
©2009 Paul Isakson
THE FUTURE OF
          MARKETING IS
          HELPFUL

©2009 Paul Isakson
IBM Seer
©2009 Paul Isakson
THE FUTURE OF
          MARKETING IS
          IMAGINATIVE

                          Hasbro / Monopoly
©2009 Paul Isakson
Hasbro / Monopoly
©2009 Paul Isakson
THE FUTURE OF
          MARKETING IS
          IMMEDIATE

©2009 Paul Isakson
©2009 Paul Isakson
                     Baker Tweet
THE FUTURE OF
          MARKETING IS
          SUPPORTIVE

                          Mini iPhone App
©2009 Paul Isakson
Mini iPhone App
©2009 Paul Isakson
THE FUTURE OF
          MARKETING IS
          PLAYFUL

©2009 Paul Isakson
T-Mobile (U.K.)
©2009 Paul Isakson
THE FUTURE OF
          MARKETING IS
          CUSTOMIZABLE

©2009 Paul Isakson
©2009 Paul Isakson   BK.com
THE FUTURE OF
          MARKETING IS
          INFORMATIVE

                          Layar
©2009 Paul Isakson
Layar
©2009 Paul Isakson
THE FUTURE OF
          MARKETING IS
          HONEST

©2009 Paul Isakson
©2009 Paul Isakson
                     http://www.guardian.co.uk/technology/blog/2009/jul/24/amazon-drm
THE FUTURE OF
          MARKETING IS
          REDEEMING

©2009 Paul Isakson
©2009 Paul Isakson
                     http://www.nytimes.com/2009/09/05/technology/companies/05amazon.html
THE FUTURE OF
          MARKETING IS
          ADAPTABLE

©2009 Paul Isakson
©2009 Paul Isakson
THE FUTURE OF
          MARKETING IS
          WELL-INFORMED

©2009 Paul Isakson
©2009 Paul Isakson
                     NOKIA
THE FUTURE OF
          MARKETING IS
          PARTICIPATORY

©2009 Paul Isakson
©2009 Paul Isakson
                     Mad Men on Twitter
THE FUTURE OF
          MARKETING IS
          ADVENTUROUS

©2009 Paul Isakson
                          ROKU’s Reward / HP
©2009 Paul Isakson
                     ROKU’s Reward / HP
How can we get there?
THE PRODUCT
           IS THE MARKETING
©2009 Paul Isakson
COMMIT TO SOMETHING
          BIGGER THAN YOURSELF
©2009 Paul Isakson
                           Flickr // milena mihaylova
START
  (TRULY)
  LISTENING




©2009 Paul Isakson   Flickr // Patricil
Listen for rich
                     insights related to
                     your brand about
                     what people really
                      want and need.




©2009 Paul Isakson                    Flickr // EssG
LISTEN FOR OPPORTUNITIES TO
  MAKE YOUR _______ BETTER.
©2009 Paul Isakson
“Our focus should be not on
                     emerging technologies but on
                     emerging cultural practices.”
                     Henry Jenkins
                     Author, Professor at MIT
                     Confessions of an Aca-Fan
                     Eight Traits of the New Media Landscape




©2009 Paul Isakson
©2009 Paul Isakson   Flickr // paulisakson
THE BEST WAY TO
     GET PEOPLE TO DO
     STUFF WITH YOU IS
     TO FIRST JOIN THEM
     IN WHAT THEY ARE
     ALREADY DOING.
©2009 Paul Isakson   Flickr // paulisakson
IF YOU THINK THE
WORLD IS AN AUDIENCE


                      EHT KNIHT
                     .ETISOPPO
©2009 Paul Isakson
DO THINGS WORTH
 TALKING ABOUT.




©2009 Paul Isakson   Flickr // moriza
"Your brand is no stronger than your
      reputation — and will increasingly depend
      on what comes up when you are Googled."
                                                     Allan Jenkins
                                  Global Communications Consultant


©2009 Paul Isakson
IT’S NOT WHAT
      YOU SAY THAT
      MATTERS, IT’S
      WHAT YOU DO.
©2009 Paul Isakson
The Next 60 Years...
©2009 Paul Isakson
                     Minority Report
©2009 Paul Isakson   http://paulisakson.typepad.com/planning/2009/09/the-next-60-years-in-advertising.html
“The future of advertising lies in making
                     less advertising...

                     Digital is a mindset not a channel. It's
                     about doing stuff not saying stuff...

                     Great brands today have a cultural
                     mission not just a commercial proposition.”

                     Gareth Kay
                     Director of Digital Strategy
                     Goodby, Silverstein & Partners




©2009 Paul Isakson
“Advertising will become
                     about the customer rather
                     than the client and/or the
                     agency. Or it will die.”
                     John Dodds
                     Marketing/Business Consultant
                     U.K. & U.S.




©2009 Paul Isakson
“It'll be the same as today but with 60
                     years more talk.

                     Adland needs to understand the future is
                     not a pre-determined destination, but
                     something you have to make happen and
                     spouting off without consistently doing
                     anything isn't going to make things
                     happen except further undermine the value
                     adland can make on business and - to a
                     certain extent - society.”

                     Rob Campbell
                     Partner / Creative Planning Director
                     Cynic (Hong Kong)




©2009 Paul Isakson
“The future of advertising and marketing
                     is entirely dependent on the future of
                     business.

                     As businesses evolve to serve customers,
                     marketing and what we call advertising
                     will become more and more meshed in the
                     customer experience.

                     But it will be business strategy that will
                     define how the new forms of marketing
                     and customer service work in the world...”

                     Rohn Jay Miller
                     Strategic Director
                     IconNicholson




©2009 Paul Isakson
“The best way to predict 60 years into the future
                      of advertising is to look 120+ years into the past.

                     In that case, I think advertising will be the exact
                     same as it is today.
                     Look at the advertising from the 1870s, 1880s,
                     1890s. It is - in obvious ways - the same as it is
                     today. We are still using the same tactics
                     (celebrity endorsements, problem-solution,
                     money-back guarantees, values-based
                     messaging, 'status through product' pitches, the
                     personal sell, slice of life, call to actions, the
                     evocation of 'social sorting' cues, etc.). After ~140
                     years, the faces and products in the ads are
                     different, but the tactics and messages are still
                     the same.”

                     Leland Maschmeyer
                     Director of Strategy
                     COLLINS




©2009 Paul Isakson
“It’s easy to imagine that not only are we
                     in the middle of an evolution but
                     essentially in a perpetual evolution as
                     many of the structural barriers to building
                     brands or barriers to entry to market
                     broadly have dissolved. There will not be a
                     single new model, but many, diverse, and
                     disparate models.”

                     Brett MacFarlane
                     Account Director / Integrated Brand Strategist
                     DDB Canada




©2009 Paul Isakson
“Will you survive the digital tsunami?”

                     John Winsor
                     VP/ Executive Director of Strategy & Product Innovation
                     Crispin Porter + Bogusky




©2009 Paul Isakson
©2009 Paul Isakson   POSTER by ROLAND REINER TIANGCO
Thank You
Paul Isakson
Head of Strategy
space150

blog / paulisakson.com
twitter / @paulisakson
email / paul.isakson@gmail.com
?
                     WHATʼS
                     NEXT IN
                     MARKETING

                     AND
                     ADVERTISING

                     2009

                                       IO 0 D
                                        A DE
                                     U N
                                     IT 6
                                         N
                                        TE
                                   ED B
                                     EX
©2009 Paul Isakson

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What's Next (2009) UBA 60 Edition

  • 1. ? WHATʼS NEXT IN MARKETING AND ADVERTISING 2009 IO 0 D A DE U N IT 6 N TE ED B EX ©2009 Paul Isakson
  • 2. An Updated Updated Look At The Future Of Marketing And Advertising Paul Isakson Head of Strategy space150 ©2009 Paul Isakson
  • 3. What we’ll cover: Where we are today The future of marketing is... A few thoughts for getting there The Next 60 Years ©2009 Paul Isakson
  • 4. Where we are today
  • 5. "Your clients are in THINGS (STILL) trouble. They are looking to you to save them. The ad inventory that has AREN’T WORKING been sold for the last 50 years no longer works, LIKE THEY and marketers have started to figure that out." USED TOJohn Stratton CMO Verizon Wireless ©2009 Paul Isakson
  • 6. "Your clients are in trouble. They are looking to you to save them. The ad inventory that has been sold for the last 50 years no longer works, and marketers have started to figure that out." John Stratton CMO Verizon Wireless ©2009 Paul Isakson
  • 7. Investors and marketers are irrationally overvaluing brands ©2009 Paul Isakson
  • 8. ©2009 Paul Isakson WARC // http://www.warc.com/News/TopNews.asp?ID=25440
  • 9. gaping void // hugh macleod
  • 10. ©2009 Paul Isakson brandtags.net
  • 12. cheap piss ©2009 Paul Isakson brandtags.net
  • 13. gross crap ©2009 Paul Isakson brandtags.net
  • 14. watery redneck yuck ©2009 Paul Isakson brandtags.net
  • 15. swill funny white trash shit ©2009 Paul Isakson brandtags.net
  • 16. ©2009 Paul Isakson Flickr // Illetirres
  • 17. PEOPLE’S BEHAVIORS ARE CHANGING ©2009 Paul Isakson
  • 19. THE WAY PEOPLE SHOP HAS EVOLVED ©2009 Paul Isakson Flickr // prettywar-stl
  • 20. “A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
  • 21. “A revolution doesn't A REVOLUTION happen when a society adopts new tools. It happens when society IS IN PROCESS adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
  • 22. IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS ©2009 Paul Isakson Flickr // Andrew Huff
  • 23. THE FUTURE OF MARKETING IS NOT ABOUT DOING AND SAYING THINGS TO PEOPLE ©2009 Paul Isakson Flickr // Arnisto.com
  • 24. THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE ©2009 Paul Isakson
  • 25. What does that mean?
  • 26. THE FUTURE OF MARKETING IS COLLABORATIVE ©2009 Paul Isakson
  • 27. ©2009 Paul Isakson Nike Chalkbot
  • 28. THE FUTURE OF MARKETING IS GENEROUS ©2009 Paul Isakson
  • 29. ©2009 Paul Isakson Toms Shoes
  • 30. THE FUTURE OF MARKETING IS EXPERIMENTAL ©2009 Paul Isakson
  • 31. Best Buy / Twelpforce ©2009 Paul Isakson
  • 32. THE FUTURE OF MARKETING IS HELPFUL ©2009 Paul Isakson
  • 34. THE FUTURE OF MARKETING IS IMAGINATIVE Hasbro / Monopoly ©2009 Paul Isakson
  • 35. Hasbro / Monopoly ©2009 Paul Isakson
  • 36. THE FUTURE OF MARKETING IS IMMEDIATE ©2009 Paul Isakson
  • 37. ©2009 Paul Isakson Baker Tweet
  • 38. THE FUTURE OF MARKETING IS SUPPORTIVE Mini iPhone App ©2009 Paul Isakson
  • 39. Mini iPhone App ©2009 Paul Isakson
  • 40. THE FUTURE OF MARKETING IS PLAYFUL ©2009 Paul Isakson
  • 42. THE FUTURE OF MARKETING IS CUSTOMIZABLE ©2009 Paul Isakson
  • 44. THE FUTURE OF MARKETING IS INFORMATIVE Layar ©2009 Paul Isakson
  • 46. THE FUTURE OF MARKETING IS HONEST ©2009 Paul Isakson
  • 47. ©2009 Paul Isakson http://www.guardian.co.uk/technology/blog/2009/jul/24/amazon-drm
  • 48. THE FUTURE OF MARKETING IS REDEEMING ©2009 Paul Isakson
  • 49. ©2009 Paul Isakson http://www.nytimes.com/2009/09/05/technology/companies/05amazon.html
  • 50. THE FUTURE OF MARKETING IS ADAPTABLE ©2009 Paul Isakson
  • 52. THE FUTURE OF MARKETING IS WELL-INFORMED ©2009 Paul Isakson
  • 54. THE FUTURE OF MARKETING IS PARTICIPATORY ©2009 Paul Isakson
  • 55. ©2009 Paul Isakson Mad Men on Twitter
  • 56. THE FUTURE OF MARKETING IS ADVENTUROUS ©2009 Paul Isakson ROKU’s Reward / HP
  • 57. ©2009 Paul Isakson ROKU’s Reward / HP
  • 58. How can we get there?
  • 59. THE PRODUCT IS THE MARKETING ©2009 Paul Isakson
  • 60. COMMIT TO SOMETHING BIGGER THAN YOURSELF ©2009 Paul Isakson Flickr // milena mihaylova
  • 61. START (TRULY) LISTENING ©2009 Paul Isakson Flickr // Patricil
  • 62. Listen for rich insights related to your brand about what people really want and need. ©2009 Paul Isakson Flickr // EssG
  • 63. LISTEN FOR OPPORTUNITIES TO MAKE YOUR _______ BETTER. ©2009 Paul Isakson
  • 64. “Our focus should be not on emerging technologies but on emerging cultural practices.” Henry Jenkins Author, Professor at MIT Confessions of an Aca-Fan Eight Traits of the New Media Landscape ©2009 Paul Isakson
  • 65. ©2009 Paul Isakson Flickr // paulisakson
  • 66. THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING. ©2009 Paul Isakson Flickr // paulisakson
  • 67. IF YOU THINK THE WORLD IS AN AUDIENCE EHT KNIHT .ETISOPPO ©2009 Paul Isakson
  • 68. DO THINGS WORTH TALKING ABOUT. ©2009 Paul Isakson Flickr // moriza
  • 69. "Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled." Allan Jenkins Global Communications Consultant ©2009 Paul Isakson
  • 70. IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson
  • 71. The Next 60 Years...
  • 72. ©2009 Paul Isakson Minority Report
  • 73. ©2009 Paul Isakson http://paulisakson.typepad.com/planning/2009/09/the-next-60-years-in-advertising.html
  • 74. “The future of advertising lies in making less advertising... Digital is a mindset not a channel. It's about doing stuff not saying stuff... Great brands today have a cultural mission not just a commercial proposition.” Gareth Kay Director of Digital Strategy Goodby, Silverstein & Partners ©2009 Paul Isakson
  • 75. “Advertising will become about the customer rather than the client and/or the agency. Or it will die.” John Dodds Marketing/Business Consultant U.K. & U.S. ©2009 Paul Isakson
  • 76. “It'll be the same as today but with 60 years more talk. Adland needs to understand the future is not a pre-determined destination, but something you have to make happen and spouting off without consistently doing anything isn't going to make things happen except further undermine the value adland can make on business and - to a certain extent - society.” Rob Campbell Partner / Creative Planning Director Cynic (Hong Kong) ©2009 Paul Isakson
  • 77. “The future of advertising and marketing is entirely dependent on the future of business. As businesses evolve to serve customers, marketing and what we call advertising will become more and more meshed in the customer experience. But it will be business strategy that will define how the new forms of marketing and customer service work in the world...” Rohn Jay Miller Strategic Director IconNicholson ©2009 Paul Isakson
  • 78. “The best way to predict 60 years into the future of advertising is to look 120+ years into the past. In that case, I think advertising will be the exact same as it is today. Look at the advertising from the 1870s, 1880s, 1890s. It is - in obvious ways - the same as it is today. We are still using the same tactics (celebrity endorsements, problem-solution, money-back guarantees, values-based messaging, 'status through product' pitches, the personal sell, slice of life, call to actions, the evocation of 'social sorting' cues, etc.). After ~140 years, the faces and products in the ads are different, but the tactics and messages are still the same.” Leland Maschmeyer Director of Strategy COLLINS ©2009 Paul Isakson
  • 79. “It’s easy to imagine that not only are we in the middle of an evolution but essentially in a perpetual evolution as many of the structural barriers to building brands or barriers to entry to market broadly have dissolved. There will not be a single new model, but many, diverse, and disparate models.” Brett MacFarlane Account Director / Integrated Brand Strategist DDB Canada ©2009 Paul Isakson
  • 80. “Will you survive the digital tsunami?” John Winsor VP/ Executive Director of Strategy & Product Innovation Crispin Porter + Bogusky ©2009 Paul Isakson
  • 81. ©2009 Paul Isakson POSTER by ROLAND REINER TIANGCO
  • 83. Paul Isakson Head of Strategy space150 blog / paulisakson.com twitter / @paulisakson email / paul.isakson@gmail.com
  • 84. ? WHATʼS NEXT IN MARKETING AND ADVERTISING 2009 IO 0 D A DE U N IT 6 N TE ED B EX ©2009 Paul Isakson