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IN MARKETING + ADVERTISING
WHAT’S NEXT
©2008 Paul Isakson
THE
FUTURE
OF
ADVERTISING
©2008 Paul Isakson
THERE ISN’T ANY.
©2008 Paul Isakson
THE
END
©2008 Paul Isakson
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
©2008 Paul Isakson
THE
FUTURE
OF
MARKETING
©2008 Paul Isakson
TOPICS / AGENDA
BRANDS
OLD MARKETING
NEW MARKETING
INNOVATION
ENGAGEMENT
UTILITY
INSIGHT
©2008 Paul Isakson
BRANDS &
BRANDING
HAVEN’T
CHANGED
©2008 Paul Isakson
BRAND =
COLLECTIVELY, WHAT
PEOPLE SAY, FEEL &
THINK ABOUT YOUR
PRODUCT, SERVICE
OR COMPANY.
©2008 Paul Isakson
BRANDING =
USING MARKETING TO
INFLUENCE PEOPLES’
ATTITUDES TOWARDS,
AND PERCEPTIONS OF,
THE BRAND.
©2008 Paul Isakson
BRAND LOYALTY
WILL STILL BE EARNED
OVER TIME THROUGH
CONSISTENT POSITIVE
EXPERIENCES &
ENGAGEMENTS WITH A
PRODUCT, SERVICE OR
COMPANY.
©2008 Paul Isakson
TREAT ME
WELL, AND
I’LL RETURN
THE FAVOR.
©2008 Paul Isakson
OLD
MARKETING
©2008 Paul Isakson
OLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER ©2008 Paul Isakson
©2008 Paul Isakson
THIS ISN’T
WORKING.
©2008 Paul Isakson
“I DON’T KNOW
WHAT WE’RE
YELLING ABOUT!!!”
©2008 Paul Isakson
A TIME FOR CHANGE
“We’re not in the business of keeping
the media companies alive. We’re in the
business of connecting with
consumers.”
Trevor Edwards
Vice President, Global Brand & Category Management
Nike
October 2007
Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html
©2008 Paul Isakson
MODERN
MARKETING
©2008 Paul Isakson
MODERN MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
ADVERTISING
CONSUMER
CRM
©2008 Paul Isakson
©2008 Paul Isakson
MODERN MARKETING
“[Digital] is the centerpiece of a broader
campaign. I think that’s become a real
integral part of how we use the web, moving
beyond just promoting web addresses in TV
spots or print ads to really making them a
critical part of the storytelling for the brands.”
Rob Master
Media Director, North America
Unilever
March 2008
Source: Advertising Age - http://adage.com/article?article_id=125663
©2008 Paul Isakson
HOW CAN
YOU CREATE
BRAND FANS?
©2008 Paul Isakson
DELIVER
VALUE
THROUGH
MARKETING.
©2008 Paul Isakson
OR, MORE
SIMPLY
PUT…
©2008 Paul Isakson
MAKE
PEOPLE’S
LIVES
BETTER.
©2008 Paul Isakson
O.K. SOUNDS
SIMPLE
ENOUGH.
©2008 Paul Isakson
SO HOW CAN
WE DO THIS?
©2008 Paul Isakson
PRODUCT
INNOVATION
©2008 Paul Isakson
BUILD THE
MARKETING INTO
THE PRODUCT.
©2008 Paul Isakson
MAKE THE
PRODUCT SO
GREAT, PEOPLE
CAN’T HELP BUT
TALK ABOUT IT.
©2008 Paul Isakson
MODERN MARKETING
“Something remarkable is worth talking
about. Worth noticing. Exceptional. New.
Interesting. It’s a Purple Cow. Boring stuff is
invisible. It’s a brown cow. … Remarkable
marketing is the art of building things worth
noticing right into your product or service.”
Seth Godin
Author / Speaker / Marketing Expert
Purple Cow
2002
Source: Purple Cow / Seth Godin / Page 3
©2008 Paul Isakson
MODERN MARKETING
“We think the future of advertising is
great products that have marketing
embedded in them.”
Jeff Hicks
CEO
Crispin Porter + Bogusky
October 2006
Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/
©2008 Paul Isakson
MODERN MARKETING
“Coming up with product innovations.
That's what we're setting out to do.”
Steven Marrs
Vice Chairman
Global Head of Digital and Branded Content
NITRO
April 2007
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
©2008 Paul Isakson
MODERN MARKETING
“Our belief is that marketing and
product have converged. The consumer
doesn’t separate the marketing
experience from the product
experience.”
Ajaz Ahmed
Founder & Chairman
AQKA
March 2008
Source: Advertising Age - http://adage.com/article?article_id=125664
©2008 Paul Isakson
THE PRODUCT IS THE MARKETING
©2008 Paul Isakson
THE PRODUCT IS THE MARKETING
©2008 Paul Isakson
THE PRODUCT IS THE MARKETING
©2008 Paul Isakson
THE PRODUCT IS THE MARKETING
©2008 Paul Isakson
GREAT.
BUT MY
PRODUCT
ISN’T COOL.
©2008 Paul Isakson
WHAT CAN
I DO???
©2008 Paul Isakson
WELL,
FRANKLY
YOU’RE
SCREWED.
©2008 Paul Isakson
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
J/K
©2008 Paul Isakson
ADD VALUE
THROUGH
CONTENT.
©2008 Paul Isakson
CONTENT
IS THE
NEW
CURRENCY
©2008 Paul Isakson
OR, AS TRACY
MORGAN
WOULD SAY
©2008 Paul Isakson
CONTENT IS THE NEW
PRESIDENT, BITCH.
©2008 Paul Isakson
PEOPLE WILL
PAY FOR
GREAT
CONTENT.
©2008 Paul Isakson
CONTENT IS THE NEW CURRENCY
1 Week = $1.6 Million
Source: Chicago Tribune / Leisure Blogs / Turn It Up - http://leisureblogs.chicagotribune.com/turn_it_up/2008/03/reznors-one-wee.html
©2008 Paul Isakson
BRANDS WILL
PAY FOR
GREAT
CONTENT.
©2008 Paul Isakson
CONTENT IS THE NEW CURRENCY
©2008 Paul Isakson
CONTENT IS THE NEW CURRENCY
“[The agency’s job is to create] content
so valuable and useful that [consumers]
wouldn't want to live without it.”
Jeff Hicks
CEO
Crispin Porter + Bogusky
October 2006
Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/
©2008 Paul Isakson
ENGAGEMENT
©2008 Paul Isakson
ENGAGEMENT
“The days of making funny things that
may or may not have an effect on the
client's business are ending.”
Jeff Benjamin
Interactive Creative Director
Crispin Porter + Bogusky
March 2008
Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd
©2008 Paul Isakson
ENGAGEMENT
CP+B FOLK LORE / MYTHOLOGY:
ALEX BOGUSKY DOESN’T WANT TO
SEE SCRIPTS ANYMORE.
“DON’T SHOW ME A SCRIPT. SHOW
ME THE PRESS RELEASE.”
IT’S ALL ABOUT HOW PEOPLE WILL
ENGAGE - WHY THEY WILL FIND IT
INTERESTING & PARTICIPATE.
Source: Life Moves Pretty Fast - http://ameliatorode.typepad.com/life_moves_pretty_fast/2008/01/dont-write-me-a.html
©2008 Paul Isakson
ENGAGEMENT
16 QUARTERS OF
CONSECUTIVE
GROWTH
Source: BusinessWeek - http://www.businessweek.com/the_thread/brandnewday/archives/2008/02/crispin_downloa_1.html
©2008 Paul Isakson
ENGAGEMENT
No. 1 seller in Personal Grooming category on Amazon.com
for the first two months after launch.
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=53172
©2008 Paul Isakson
ENGAGEMENT
©2008 Paul Isakson
ENGAGEMENT
©2008 Paul Isakson
UTILITY
©2008 Paul Isakson
UTILITY
“[Branded Utility] is where the brand creates
a commitment to a relationship. It’s where the
brand creates something useful to you,
something that’s a utility in your life. The
consumer will feel more confident with the
relationship if the brand will continue to be
part of your life.”
Benjamin Palmer
CEO / Owner
The Barbarian Group
October 2006
Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html
©2008 Paul Isakson
UTILITY
“When you create a utility, you're creating
something that gives people time back. It
becomes less about information as pollution
and more about information to help people
get through life.”
Nick Law
Chief Creative Officer, North America
R/GA
March 2008
Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd
©2008 Paul Isakson
UTILITY
©2008 Paul Isakson
UTILITY
“[Nike+] is not an advertising idea, it's a
technology idea. We are delivering a
product, an application.”
Nick Law
Chief Creative Officer, North America
R/GA
April 2007
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
©2008 Paul Isakson
UTILITY
©2008 Paul Isakson
UTILITY
©2008 Paul Isakson
UTILITY
©2008 Paul Isakson
HOW DO
WE CREATE
THIS KIND OF
MARKETING?
©2008 Paul Isakson
CREATING BETTER MARKETING
“We don’t ask consumers what they
want. They don’t know. Instead we
apply our brain power to what they
need, and will want, then make sure
we’re there, ready.”
Akio Morita
Co-Founder
Sony Corporation
Source: Truth, Lies & Advertising / Jon Steel / page 189 (found via Meme Huffer- http://memehuffer.typepad.com/meme_huffer/2007/12/great-quotes-fo.html )
©2008 Paul Isakson
CREATING BETTER MARKETING
“It's really hard to design products by
focus groups. A lot of times, people
don't know what they want until you
show it to them.”
Steve Jobs
Co-Founder, Chairman & CEO
Apple
May 1998
Source: BusinessWeek - http://www.businessweek.com/1998/21/b3579165.htm
©2008 Paul Isakson
UNCOVER
RICH
CONSUMER
INSIGHTS
©2008 Paul Isakson
OPPORTUNITY COMES FROM INSIGHTS
“Great work comes from insight, and we have
always worked from insight. … We have a
vision of ourselves becoming the lead agency
for the digital age. Insights are going to come
in so many different ways. We’d like to pride
ourselves on the ability to capitalize on them.”
Laura Lang
CEO
Digitas USA
March 2008
Source: Advertising Age - http://adage.com/article?article_id=125670
©2008 Paul Isakson
HOW DO
WE UNCOVER
THESE
INSIGHTS?
©2008 Paul Isakson
OBSERVE
+
LISTEN
©2008 Paul Isakson
TRADITIONAL METHODS
FOCUS GROUPS
1x1 INTERVIEWS
ETHNOGRAPHIC STUDIES
CULTURAL ANTHROPOLOGY
SURVEYS
USABILITY TESTING / LABS
©2008 Paul Isakson
EMERGING
METHODS
©2008 Paul Isakson
DIGITAL ANTHROPOLOGY
del.icio.us
©2008 Paul Isakson
COLLABORATION
©2008 Paul Isakson
COLLABORATION
AGENCY CONSUMERS
COMPANY
INFORMATION
& INPUT
INSIGHTS
& IDEAS
INNOVATION
& CONTENT
BETTER
BRANDS
©2008 Paul Isakson
COLLABORATION
©2008 Paul Isakson
COLLABORATION
©2008 Paul Isakson
IF YOU ONLY
REMEMBER
ONE THING…
©2008 Paul Isakson
MODERN
MARKETING =
MAKING PEOPLE’S
LIVES BETTER.
©2008 Paul Isakson
THE
END©2008 Paul Isakson
?s©2008 Paul Isakson
IF YOU WANT TO READ MORE OF WHAT I’M THINKING…
http://paulisakson.typepad.com/
©2008 Paul Isakson
THA
NKS
©2008 Paul Isakson
IMAGE CREDITS
IMG_6515
Tony de Marco
Flickr
Anonymous at Scientology in Los Angeles
sklathill
Flickr
Brick Tamland Wallpaper
Anchorman The Movie Web Site
Brick Wallpaper
Bloc Party Crowd @ Ogden Theatre
Paul Isakson
Flickr
Google Screen Grab
Google
Google.com
iPhone
e-Learning content authoring
Google Loves The iPhone
Wii
Networking Audio/Video
X-OOM Software Brings Media Streaming
To The Wii
Starbucks Coffee
Boston.com
Aging Music Heroes' Haven
Tracy Morgan
Saturday Night Live
Black Is The New President, Bitch
Ghosts I - IV
Nine Inch Nails
Ghosts.nin.com
IMAGE CREDITS
RCRD LBL_ + Widgets
RCRD LBL
rcrdlbl.com
Whopper Freakout
Burger King
WhopperFreakout.com
Shave Everywhere
Philips / Norelco
ShaveEverywhere.com
The Coke Zero Game
Coca-Cola Company
CokeZeroGame.com
The Coke Zero Game
Coca-Cola Company
CokeZeroGame.com
Nike+
Healthy Living NYC
Every Step You Take...
Domino’s Pizza Builder
Domino’s Pizza
Dominos.com
Domino’s BFD Pizza Builder
Adverblog & Domino’s Pizza
Domino's Pizza Builder & Dominos.com
My Vegas
Logic + Emotion
My Vegas Is Showing: Brand Utility +
Event Based Social Networking
Digital Ethnography + Anthropology
All logos taken from their respective Web
sites.
IMAGE CREDITS
Consumer Collaboration
Paul Isakson
[paul isakson]
Kluster
Kluster
Kluster.com
My Starbucks Idea
Starbucks
MyStarbucksIdea.com
CONTACT ME
PAUL ISAKSON
Senior Strategic Planner
space150
http://www.paulisakson.com/
paul.isakson@gmail.com

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What's Next In Marketing & Advertising

Editor's Notes

  1. Just wanted to share a few thoughts today on where things are moving. This isn’t the long-term outlook so much as the direction stuff is shifting today thanks to the growing realization of the power the Web holds to tell stories, engage people, and give them things that are more relevant and useful as far as brands are concerned.