The document discusses modern marketing strategies and trends. It emphasizes creating value for consumers through product innovation, content, engagement and utility. Great marketing embeds value into the product itself or provides useful content. Insights come from observing consumers rather than asking them directly. Collaboration and making people's lives better are also important in modern marketing.
Jim Stengel, former CMO of P&G, discusses trends in marketing over the next five years, including personalization, automation, embracing ambitious purpose and humanity. He argues marketing will involve building relationships with customers through engagement and viewing brands like personal relationships. Effective marketers will personalize experiences, automate processes, have an ambitious purpose beyond revenue, and show humanity.
The Deep Focus 2015 Marketing Outlook ReportDeep Focus
Deep Focus' third annual 2015 Marketing Outlook Report explores the nature of two critical elements: intricacies of social media becoming digital marketing and digital marketing becoming simply known as marketing. In the context of a seemingly never-ending deluge of marketing noise, we sift through the highlights and pitfalls of what's next and help guide you through the year and beyond.
Our outlook for 2014 is optimistic. As marketers, it has never been a more exciting time. The following things to watch for range from very strategic to very tactical, but all are related in one big way. For marketers, none of them will matter, and none of them will work at all if not driven by a healthy, big idea.
This document contains marketing quotes and advice from experts. It discusses the importance of human-to-human marketing over other impersonal forms. Marketing is about connecting with customers through every interaction and communication channel. The document emphasizes understanding customers, having a clear brand identity, giving customers a great experience to generate positive word-of-mouth, using the right marketing strategies and channels for the target audience, and maintaining marketing as an ongoing process rather than a one-off event. The overall message is that marketing is essential for business success but requires strategic thought and ongoing effort.
The document discusses how companies can use social media to strengthen their brands through employee and customer engagement. It provides an overview of how the traditional brand model is shifting to focus on deeper relationships and brand communities. Specific strategies and best practices are presented for developing a brand-based social media presence, including establishing goals, listening to conversations, empowering employees through guidelines, and encouraging discussions that build the brand.
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
The document summarizes a discussion between Tim Suther, CMO of Acxiom, and Emily Cavalier of Argyle Executive Forum on May 5, 2011 about the shifting balance of power between brands and consumers. Suther argues that for marketers to succeed, they need to 1) leverage proprietary customer insights to engage audiences, 2) develop multidimensional insights into customers, 3) create a marketing "central nervous system" to sense and respond to customer actions, and 4) coordinate personalized experiences for customers. Suther estimates that applying these capabilities could increase returns by 15-30% for most brands.
This document discusses key insights and highlights from Interbrand's Best Global Brands 2015 report. It finds that the top performing brands demonstrate clarity of strategy and focus, relentless customer-centricity, and use of technology to power personalized experiences. The top risers like Apple, Facebook, Amazon, and Adobe have user-centricity built into their DNA. They are also expanding their core products and services while maintaining a strong central offer. Clarity of vision, streamlined structures, and an outside-in focus on customers are hallmarks of the most successful brands moving at the speed of life.
Jim Stengel, former CMO of P&G, discusses trends in marketing over the next five years, including personalization, automation, embracing ambitious purpose and humanity. He argues marketing will involve building relationships with customers through engagement and viewing brands like personal relationships. Effective marketers will personalize experiences, automate processes, have an ambitious purpose beyond revenue, and show humanity.
The Deep Focus 2015 Marketing Outlook ReportDeep Focus
Deep Focus' third annual 2015 Marketing Outlook Report explores the nature of two critical elements: intricacies of social media becoming digital marketing and digital marketing becoming simply known as marketing. In the context of a seemingly never-ending deluge of marketing noise, we sift through the highlights and pitfalls of what's next and help guide you through the year and beyond.
Our outlook for 2014 is optimistic. As marketers, it has never been a more exciting time. The following things to watch for range from very strategic to very tactical, but all are related in one big way. For marketers, none of them will matter, and none of them will work at all if not driven by a healthy, big idea.
This document contains marketing quotes and advice from experts. It discusses the importance of human-to-human marketing over other impersonal forms. Marketing is about connecting with customers through every interaction and communication channel. The document emphasizes understanding customers, having a clear brand identity, giving customers a great experience to generate positive word-of-mouth, using the right marketing strategies and channels for the target audience, and maintaining marketing as an ongoing process rather than a one-off event. The overall message is that marketing is essential for business success but requires strategic thought and ongoing effort.
The document discusses how companies can use social media to strengthen their brands through employee and customer engagement. It provides an overview of how the traditional brand model is shifting to focus on deeper relationships and brand communities. Specific strategies and best practices are presented for developing a brand-based social media presence, including establishing goals, listening to conversations, empowering employees through guidelines, and encouraging discussions that build the brand.
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
The document summarizes a discussion between Tim Suther, CMO of Acxiom, and Emily Cavalier of Argyle Executive Forum on May 5, 2011 about the shifting balance of power between brands and consumers. Suther argues that for marketers to succeed, they need to 1) leverage proprietary customer insights to engage audiences, 2) develop multidimensional insights into customers, 3) create a marketing "central nervous system" to sense and respond to customer actions, and 4) coordinate personalized experiences for customers. Suther estimates that applying these capabilities could increase returns by 15-30% for most brands.
This document discusses key insights and highlights from Interbrand's Best Global Brands 2015 report. It finds that the top performing brands demonstrate clarity of strategy and focus, relentless customer-centricity, and use of technology to power personalized experiences. The top risers like Apple, Facebook, Amazon, and Adobe have user-centricity built into their DNA. They are also expanding their core products and services while maintaining a strong central offer. Clarity of vision, streamlined structures, and an outside-in focus on customers are hallmarks of the most successful brands moving at the speed of life.
This document discusses key insights and highlights from Interbrand's Best Global Brands 2015 report. It finds that the top performing brands demonstrate clarity of strategy and focus, relentless customer-centricity, and use of technology to power personalized experiences. The fastest growing brands in the report, including Apple, Facebook, Amazon, and Adobe, have user-centricity embedded in their DNA. They are also expanding their core products and services while maintaining focus. Clarity of vision, customer focus, and technology-driven innovation are hallmarks of the most successful global brands.
The document discusses several advertising campaigns created by The Martin Agency, an ad agency founded in 1965 and headquartered in Richmond, Virginia. It provides details on the founding and history of the agency, as well as campaigns they have created for clients like GEICO, Ritz crackers, and Walmart. Specifically, it summarizes the "Unskippable" campaign for GEICO that aims to capture attention in the first five seconds of YouTube ads, the "Life's Rich" campaign for Ritz focusing on meaningful relationships over possessions, and a "Steak-Over" campaign for Walmart replacing steaks at restaurants with their own steaks.
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
This document discusses closing the "experience gap" between what brands promise and the actual experiences consumers have. It outlines 5 principles for improving customer experiences: 1) Add value for consumers, 2) Invite consumer participation, 3) Use user-first design, 4) Inspire sharing of brand experiences, and 5) Create brand content that consumers want to engage with rather than interrupting them. It provides examples of brands like KLM, Ikea, Dove, and Honda that have successfully implemented these principles through campaigns, programs and digital experiences. The overall message is that brands must shift from focusing on marketing messages to focusing on the experiences they provide and the value they deliver to consumers.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
Adding Value To Your Strategic PartnershipsThom. Poole
The document discusses how building trust with customers and partners through ethical behavior can provide a competitive advantage for companies. It emphasizes maintaining privacy, being transparent, encouraging opt-ins for marketing through creative ideas, and treating customers well. Building trust is key as customers are more loyal to brands they trust.
Building a Brand (Social Media Marketing)Sameer Mathur
1) The document discusses how leading brands like Gap, Coca-Cola, and McDonald's struggled when they failed to understand their target audiences and strayed from their core brand promises on social media.
2) It provides examples of how Volkswagen India and Snapdeal effectively use social media to engage customers and address issues, highlighting the importance of listening to customers.
3) Virgin Atlantic is cited for its customer-centric social media approach focused on learning from customers, supporting its brand values, and continually improving based on social media insights.
The Summit eBook from the recent Corporate Social Media Summit New York.
The book includes:
** 10 key findings shared across the two days
** 5 insightful thoughts from our expert, senior-level corporate speakers on key social media issues
** 8 top tweets from the Summit – sharing some of the most significant ideas presented by our speakers
** A foreword from Liam Dowd, Marketing Manager at Useful Social Media
Spark aims to help you grow brands in an increasingly competitive, market place. It is rich in case-studies of successful global brands like Dove, McDonald’s and Vicks VapoRub, and replete with brainstorming tips and catchy acronyms for developing successful brand campaigns with ad agencies.
Conversant what the bleep does personalized marketing really mean?Jim Nichols
Scott Eagle defines personalized marketing as a comprehensive one-to-one communication approach that calibrates brand messages and media based on known facts and predictions about each individual's needs, interests, and behaviors. He argues that true personalized marketing requires seven essential components: 1) ongoing 1:1 relationships, 2) a 360-degree view of each customer, 3) genuinely personalized creative content, 4) individualized delivery across channels, 5) omni-channel reach, 6) individualized media investment, and 7) rich individual user profiles and insights. Eagle concludes by urging marketers to ensure any personalized marketing solutions they use fully achieve this definition and create ongoing personal relationships with every target individual.
After intensive research and interviews with countless digital innovators, NewsCred has developed a list of the 50 most influential content marketers. Some are tried and true, others are up and coming. Take a look! http://blog.newscred.com/article/ada52b6393aa8023a64fd9ce194da81f/50-most-influential-content-marketers-on-slideshare
Experience brands understand that a customer’s or prospect’s path to the brand passes directly through their own people. And if those people aren’t aligned to the organization’s purpose and brand and business ambitions, there’s little chance of delivering the kind of positive experience clients will want to repeat and share.
1) The document discusses how brands should transform into media companies by becoming content machines that are always producing relevant, recent content in an omnipresent manner.
2) It advocates developing a social business strategy to facilitate this transformation and bridge internal and external social initiatives to create shared value for stakeholders.
3) The strategy should establish a centralized editorial team to oversee content pillars and the brand narrative, conducting research to understand audiences and issues.
The document discusses factors that contribute to successful brand identification and the use of taglines. It explains that brand identification involves defining what the brand represents, its unique selling proposition, and how it differentiates from competitors. While taglines can help promote brand recognition, the most important aspects are ensuring authenticity and that marketing claims match consumers' actual experiences. For a tagline to be effective, it must communicate the brand's message in a memorable way and represent the company's strategy and mission.
(Graham Brown mobileYouth) 1010 Youth: Greatest Minds in Youth Marketing 2010Graham Brown
Earlier this year we put out the call for the greatest youth marketing minds in 2010. The thought leaders and practitioners that would lead the industry into the new decade. Here are the finalists from your nominations…
Whose your favorite?
Vote now for The Greatest Youth Marketing Mind in 2010:
http://www.mobileyouth.org/post/the-1010youth-awards/
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
When it comes to in influence today, size does matter but not in the same way it used to. Influence is diluted and micro-influencers are fostering closer relationships with their audiences. Who are these micro-influencers? What’s the best way to work with them? Here’s what you need to know.
Role of Millennials and their Impact on Reputation ManagementMSL
This document discusses the role and impact of Millennials on reputation management. It notes that Millennials are the largest and most diverse generation, with significant spending power. They expect businesses to have a clear purpose and take stands on issues like climate change. The document advocates for reputation management strategies that focus on purpose, corporate citizenship, employer value proposition, and social openness. It argues businesses must align with causes Millennials care about to attract them as consumers, employees, and brand advocates. Micro initiatives that create measurable impact are more credible than broad promises. An authentic approach through conversations and shared experiences online is needed to effectively engage Millennials.
20 Amazing Examples of Content-First Startups (the Content Inc. Model)Joe Pulizzi
Is there a better way to launch and grow a business? Joe Pulizzi believes the answer is yes. This presentation features 20 different examples of how entrepreneurs built remarkable businesses by first developing a loyal audience, and then launching products or services second.
Omni-Channel Marketing: Creating the Right Mix for Your BrandSocial Media Today
There is a fine line between an omni-channel marketing strategy and a messy social media presence, and it’s crucial that brands stay squarely on one side of that line. Now that social media has declared its power and is here to stay, there is no need to push your content and message on all channels at once. Good omni-channel marketing tailors content to specific channels and personalizes it for the buyer persona appropriate for that channel. You don’t have to be everywhere at once, but you do have to be several places authentically. In this webinar, you’ll discover that omni-channel is more than a marketing buzzword--that it’s an opportunity to personalize your brand story for more customer loyalty and trust.
Join us as our marketing experts discuss:
The balance between shouting your message across channels and tailoring your content for specific channels;
Tools to help you manage omni-channel marketing campaigns;
How to use customer journey mapping to better understand where and how your customers are active;
And how omni-channel can work not just in sales but also in listening, customer care, and analytics.
TVET teacher education courses at University of BremenGhazally Spahat
The study courses for TVET teachers at University of Bremen have recently been reconfigured to Bachelor and Master structures in the framework of the so-called “Bologna-Process”
This document discusses 21st century skills and education transformation. It provides an overview of changing education needs and definitions of 21st century skills from various perspectives. Examples of schools developing 21st century skills through project-based and personalized learning are described. The document advocates for incorporating 21st century skills across subjects and using technology to extend learning beyond the classroom.
This document discusses the evolution of knowledge workers from Knowledge Worker 1.0 to Knowledge Worker 2.0. Knowledge Worker 1.0 were limited to specific locations, roles, and tools and were stuck at their desks, while Knowledge Worker 2.0 can work from anywhere using a variety of tools, are not confined to one place or role, and are innovative, creative, and continuously learning. The document advocates for empowering knowledge workers through engagement, community, learning, sharing knowledge rather than relying on power or authority, and failing often in the pursuit of innovation.
This document discusses key insights and highlights from Interbrand's Best Global Brands 2015 report. It finds that the top performing brands demonstrate clarity of strategy and focus, relentless customer-centricity, and use of technology to power personalized experiences. The fastest growing brands in the report, including Apple, Facebook, Amazon, and Adobe, have user-centricity embedded in their DNA. They are also expanding their core products and services while maintaining focus. Clarity of vision, customer focus, and technology-driven innovation are hallmarks of the most successful global brands.
The document discusses several advertising campaigns created by The Martin Agency, an ad agency founded in 1965 and headquartered in Richmond, Virginia. It provides details on the founding and history of the agency, as well as campaigns they have created for clients like GEICO, Ritz crackers, and Walmart. Specifically, it summarizes the "Unskippable" campaign for GEICO that aims to capture attention in the first five seconds of YouTube ads, the "Life's Rich" campaign for Ritz focusing on meaningful relationships over possessions, and a "Steak-Over" campaign for Walmart replacing steaks at restaurants with their own steaks.
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
This document discusses closing the "experience gap" between what brands promise and the actual experiences consumers have. It outlines 5 principles for improving customer experiences: 1) Add value for consumers, 2) Invite consumer participation, 3) Use user-first design, 4) Inspire sharing of brand experiences, and 5) Create brand content that consumers want to engage with rather than interrupting them. It provides examples of brands like KLM, Ikea, Dove, and Honda that have successfully implemented these principles through campaigns, programs and digital experiences. The overall message is that brands must shift from focusing on marketing messages to focusing on the experiences they provide and the value they deliver to consumers.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
Adding Value To Your Strategic PartnershipsThom. Poole
The document discusses how building trust with customers and partners through ethical behavior can provide a competitive advantage for companies. It emphasizes maintaining privacy, being transparent, encouraging opt-ins for marketing through creative ideas, and treating customers well. Building trust is key as customers are more loyal to brands they trust.
Building a Brand (Social Media Marketing)Sameer Mathur
1) The document discusses how leading brands like Gap, Coca-Cola, and McDonald's struggled when they failed to understand their target audiences and strayed from their core brand promises on social media.
2) It provides examples of how Volkswagen India and Snapdeal effectively use social media to engage customers and address issues, highlighting the importance of listening to customers.
3) Virgin Atlantic is cited for its customer-centric social media approach focused on learning from customers, supporting its brand values, and continually improving based on social media insights.
The Summit eBook from the recent Corporate Social Media Summit New York.
The book includes:
** 10 key findings shared across the two days
** 5 insightful thoughts from our expert, senior-level corporate speakers on key social media issues
** 8 top tweets from the Summit – sharing some of the most significant ideas presented by our speakers
** A foreword from Liam Dowd, Marketing Manager at Useful Social Media
Spark aims to help you grow brands in an increasingly competitive, market place. It is rich in case-studies of successful global brands like Dove, McDonald’s and Vicks VapoRub, and replete with brainstorming tips and catchy acronyms for developing successful brand campaigns with ad agencies.
Conversant what the bleep does personalized marketing really mean?Jim Nichols
Scott Eagle defines personalized marketing as a comprehensive one-to-one communication approach that calibrates brand messages and media based on known facts and predictions about each individual's needs, interests, and behaviors. He argues that true personalized marketing requires seven essential components: 1) ongoing 1:1 relationships, 2) a 360-degree view of each customer, 3) genuinely personalized creative content, 4) individualized delivery across channels, 5) omni-channel reach, 6) individualized media investment, and 7) rich individual user profiles and insights. Eagle concludes by urging marketers to ensure any personalized marketing solutions they use fully achieve this definition and create ongoing personal relationships with every target individual.
After intensive research and interviews with countless digital innovators, NewsCred has developed a list of the 50 most influential content marketers. Some are tried and true, others are up and coming. Take a look! http://blog.newscred.com/article/ada52b6393aa8023a64fd9ce194da81f/50-most-influential-content-marketers-on-slideshare
Experience brands understand that a customer’s or prospect’s path to the brand passes directly through their own people. And if those people aren’t aligned to the organization’s purpose and brand and business ambitions, there’s little chance of delivering the kind of positive experience clients will want to repeat and share.
1) The document discusses how brands should transform into media companies by becoming content machines that are always producing relevant, recent content in an omnipresent manner.
2) It advocates developing a social business strategy to facilitate this transformation and bridge internal and external social initiatives to create shared value for stakeholders.
3) The strategy should establish a centralized editorial team to oversee content pillars and the brand narrative, conducting research to understand audiences and issues.
The document discusses factors that contribute to successful brand identification and the use of taglines. It explains that brand identification involves defining what the brand represents, its unique selling proposition, and how it differentiates from competitors. While taglines can help promote brand recognition, the most important aspects are ensuring authenticity and that marketing claims match consumers' actual experiences. For a tagline to be effective, it must communicate the brand's message in a memorable way and represent the company's strategy and mission.
(Graham Brown mobileYouth) 1010 Youth: Greatest Minds in Youth Marketing 2010Graham Brown
Earlier this year we put out the call for the greatest youth marketing minds in 2010. The thought leaders and practitioners that would lead the industry into the new decade. Here are the finalists from your nominations…
Whose your favorite?
Vote now for The Greatest Youth Marketing Mind in 2010:
http://www.mobileyouth.org/post/the-1010youth-awards/
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
When it comes to in influence today, size does matter but not in the same way it used to. Influence is diluted and micro-influencers are fostering closer relationships with their audiences. Who are these micro-influencers? What’s the best way to work with them? Here’s what you need to know.
Role of Millennials and their Impact on Reputation ManagementMSL
This document discusses the role and impact of Millennials on reputation management. It notes that Millennials are the largest and most diverse generation, with significant spending power. They expect businesses to have a clear purpose and take stands on issues like climate change. The document advocates for reputation management strategies that focus on purpose, corporate citizenship, employer value proposition, and social openness. It argues businesses must align with causes Millennials care about to attract them as consumers, employees, and brand advocates. Micro initiatives that create measurable impact are more credible than broad promises. An authentic approach through conversations and shared experiences online is needed to effectively engage Millennials.
20 Amazing Examples of Content-First Startups (the Content Inc. Model)Joe Pulizzi
Is there a better way to launch and grow a business? Joe Pulizzi believes the answer is yes. This presentation features 20 different examples of how entrepreneurs built remarkable businesses by first developing a loyal audience, and then launching products or services second.
Omni-Channel Marketing: Creating the Right Mix for Your BrandSocial Media Today
There is a fine line between an omni-channel marketing strategy and a messy social media presence, and it’s crucial that brands stay squarely on one side of that line. Now that social media has declared its power and is here to stay, there is no need to push your content and message on all channels at once. Good omni-channel marketing tailors content to specific channels and personalizes it for the buyer persona appropriate for that channel. You don’t have to be everywhere at once, but you do have to be several places authentically. In this webinar, you’ll discover that omni-channel is more than a marketing buzzword--that it’s an opportunity to personalize your brand story for more customer loyalty and trust.
Join us as our marketing experts discuss:
The balance between shouting your message across channels and tailoring your content for specific channels;
Tools to help you manage omni-channel marketing campaigns;
How to use customer journey mapping to better understand where and how your customers are active;
And how omni-channel can work not just in sales but also in listening, customer care, and analytics.
TVET teacher education courses at University of BremenGhazally Spahat
The study courses for TVET teachers at University of Bremen have recently been reconfigured to Bachelor and Master structures in the framework of the so-called “Bologna-Process”
This document discusses 21st century skills and education transformation. It provides an overview of changing education needs and definitions of 21st century skills from various perspectives. Examples of schools developing 21st century skills through project-based and personalized learning are described. The document advocates for incorporating 21st century skills across subjects and using technology to extend learning beyond the classroom.
This document discusses the evolution of knowledge workers from Knowledge Worker 1.0 to Knowledge Worker 2.0. Knowledge Worker 1.0 were limited to specific locations, roles, and tools and were stuck at their desks, while Knowledge Worker 2.0 can work from anywhere using a variety of tools, are not confined to one place or role, and are innovative, creative, and continuously learning. The document advocates for empowering knowledge workers through engagement, community, learning, sharing knowledge rather than relying on power or authority, and failing often in the pursuit of innovation.
Mrs. Noriah was a teacher who initially disliked one of her students, Aziz, based on his appearance and behavior. However, after reviewing his files, she realized he was struggling due to family hardships including his mother's illness and death. She began paying closer attention to Aziz and encouraging him, and he became one of her best students. Over the years, Aziz sent Mrs. Noriah letters updating her on his academic and career successes, including becoming a doctor. He asked her to fill the role of his mother at his wedding, showing how influential she was in his life.
This document outlines the Vocational Training Act (Berufsbildungsgesetz) of Germany. Some key points:
- It establishes regulations for initial vocational training, further training, and retraining. It recognizes training occupations and establishes training regulations.
- Initial training provides vocational skills, knowledge, and qualifications through a systematic program to engage in skilled work. Further training maintains and upgrades skills, and retraining qualifies individuals for new occupations.
- Training occurs in companies, vocational schools, and other facilities. Regulations govern training contracts and obligations of trainees and employers.
- Examinations assess competency. Boards oversee exams. The Act establishes representation of interests and organizations to
The document discusses important questions about what teachers prioritize in their lesson planning and instruction. It questions whether teachers focus on what they are most knowledgeable in, what they were taught in their own education, what interests them most to teach, what experiences they can draw from, what the textbook covers, or what students need most for future career success.
As the battle for influence over school reform continues in the 21st century, Mr. Gibboney finds that Edward Thorndike maintains the upper hand over John Dewey.
The document discusses a presentation given by Ghazally Spahat FPTek UTHM titled "Video in the Classroom" at the 2011 Educational Leadership Excellence Colloquium. It includes quotes about different types of teachers from good to great, examples of videos that could be used in the classroom for teaching subjects like English pronunciation and physics, as well as images showing examples of videos used for teaching.
This document discusses the future of marketing and advertising. It argues that modern marketing involves embedding marketing into products through innovation, in order to make people's lives better. Brand loyalty is earned through positive experiences. The document also emphasizes creating valuable content and engaging consumers in order to establish brands as useful utilities. It suggests observing customers and collaborating with them to develop insights that can lead to improved products and marketing. The overarching message is that modern marketing should focus on enhancing people's lives.
This document discusses modern marketing approaches that focus on making people's lives better through product innovation, content creation, engagement, and utility. It emphasizes delivering value to consumers rather than just selling products, and highlights how brands can create fans by consistently providing positive experiences. The key aspects of modern marketing discussed are embedding the marketing into the product through innovation, using content as a new currency to engage audiences, and creating utilities that improve people's lives and build loyalty over time.
Whats Next In Marketing Advertising - Paul IasksonJames Scott
The document discusses the evolution of marketing and advertising from old to modern approaches. It argues that the future of marketing involves making people's lives better through product innovation, content creation, engagement, and utility. Brands should focus on uncovering rich consumer insights to create marketing that delivers value and improves people's experiences.
The document discusses the evolution of marketing and advertising from old to modern approaches. It argues that the future of marketing involves making people's lives better through product innovation, content creation, engagement, and utility. Modern marketing embeds marketing into innovative products and uses content and digital experiences to build brand loyalty through positive consumer interactions and value.
The document discusses the evolution of marketing and advertising from old to modern approaches. It argues that the future of marketing involves making people's lives better through product innovation, content creation, engagement, and utility. Modern marketing embeds marketing into innovative products and uses content and digital experiences to build brands in a way that delivers value and improves people's lives. Insights from observing consumer behavior are important to develop these new approaches to marketing.
The document discusses the evolution of marketing and advertising from old to modern approaches. It argues that the future of marketing involves making people's lives better through product innovation, content creation, engagement, and utility. Modern marketing embeds marketing into innovative products and uses content and digital experiences to build brands in a way that delivers value and improves people's lives. Insights from observing consumer behavior are important to develop these new approaches to marketing.
The document discusses the evolution of marketing and advertising from old to modern approaches. It argues that the future of marketing involves making people's lives better through product innovation, content creation, engagement, and utility. Modern marketing embeds marketing into innovative products and uses content and digital experiences to build brand loyalty through positive consumer interactions and value.
The document discusses the evolution of marketing and advertising from old to modern approaches. It argues that the future of marketing involves making people's lives better through product innovation, content creation, engagement, and utility. Modern marketing embeds marketing into innovative products and uses content and digital experiences to build brand loyalty through positive consumer interactions and value.
The document discusses new trends in digital marketing. It notes that the future of advertising is now, with marketing and products converging in the consumer's experience. Transparency has replaced honesty, and marketing now focuses on connecting with consumers through activities like product innovation, collaboration, engaging content and crowd-sourcing to add value to people's lives. The key is making people's lives better through remarkable products and services.
The document discusses new trends in digital marketing. It notes that the future of advertising is now, with marketing and products converging in the consumer's experience. Transparency has replaced honesty, and marketing now focuses on connecting with consumers through distribution, advertising, and customer relationship management rather than just product and packaging. It suggests marketers collaborate with consumers to create valuable products and content that deliver utility and make people's lives better.
The document discusses modern marketing strategies and tactics. It emphasizes embedding marketing and value into products through innovation and content. Modern marketing focuses on engagement, utility and insights to better understand consumers and deliver value through branding and experiences. The key is to make people's lives better through great products and content.
The document discusses the future of marketing and advertising. It argues that traditional marketing focused too much on products and distribution while modern marketing should focus on creating value for customers through innovation, engagement, utility and insights. Brands need to make people's lives better by delivering useful products and content, and through collaboration between companies, agencies and consumers. The key is developing rich consumer insights to create marketing that enhances people's experiences.
The document discusses the power of social media and its role in digital strategies. It covers several topics related to social media, including how platforms like Facebook and emerging technologies can impact marketing. Several sections provide advice on how to measure influencer marketing and the importance of understanding customers' journeys. The presentation emphasizes the need for marketers to continuously learn about social media trends and strategies.
Martin Agency Creative Critique | Newhouse Advertising Graduate ProgramSamuel Smith
The document provides an overview of the Martin Agency, including its philosophy, campaigns, and reviews. Some key points:
- The Martin Agency is based in Richmond, VA with 550 employees, known for its work with clients like GEICO, Walmart, and American Cancer Society.
- The agency's philosophy is "Do work you love with people you love" and to instill something human into their work.
- Campaign reviews provide analysis of GEICO, BFG, ManpowerGroup, Walmart, and Hanes campaigns, praising some for their strategy and memorability but finding others can improve.
- While the agency has many award-winning campaigns, the leaders acknowledge they can always do
This document provides tips for acquiring customers with no marketing budget. It begins by introducing the speaker, PJ Leimgruber, and his background in digital marketing. It then outlines various zero-cost tactics across five parts:
1) Submission and posting tactics like StumbleUpon, Product Hunt, and Reddit to share content.
2) Creating and sharing different types of free content like blog posts, videos, and reports.
3) Outreach strategies like creating a media kit, finding guest posting opportunities, and interviewing customers.
4) Using social media platforms like Facebook, Twitter, and Google My Business to share content.
5) Additional tactics such as responding to questions on Quora,
Interactive Mobile Marketing: The New Branded Utility by Wave Omnimedia GroupBen Randolph
For brands to remain relevant in our lives they have to provide useful utilities that deliver the brand message and create a useful dialogue in a useful format. So what's the answer? Build the marketing into the utility.
This document discusses factors that are important for building a modern brand. It argues that building a brand is complex and involves creating positive customer experiences rather than just logos and slogans. A brand must be authentic and unique. It also discusses the importance of CEO commitment, aligning brand with company culture, engaging employees, understanding social media impact, and developing marketing initiatives that support the brand.
MCAD 2009 - Future of Advertising: session #01 recapTim Brunelle
Here's an edited recap of my in-class presentation for the first session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). Please note the Creative Commons license. Thanks.
This document discusses Hudud laws in Malaysia. It mentions Tun Mahathir, the former Prime Minister of Malaysia, and addresses the Malaysian Chinese community. The recipient of the document is named as Mr Heng from Subang Jaya.
Brazil experienced significant growth and development between 1876-1945. Sir Henry Wickham introduced rubber trees to Brazil in 1876, starting the rubber boom and making Brazil one of the world's main rubber producers. Brazil's population grew enormously over this period and it began developing into a world-class university system, with the University of São Paulo becoming a leader through breakthrough research.
Pelan penilaian kursus Pengukuran dan Penilaian Pendidikan terdiri daripada 5 komponen utama penilaian yang memberi fokus kepada penguasaan pelajar terhadap hasil pembelajaran kursus melalui tugasan, ujian pertengahan dan peperiksaan akhir. Komponen-komponen penilaian tersebut dijadualkan sepanjang semester untuk menilai pelbagai aspek pengetahuan dan kemahiran pelajar.
Strategy Package for Higher Growth & Structural Change Human Capital for a Hi...Ghazally Spahat
This document provides a final report on a strategy package to develop human capital for a high-income economy in Malaysia. It includes an executive summary and 13 sections that diagnose current issues, identify key challenges, and propose options for reform related to human capital development. The report outlines strategies to improve the quality of teaching, technical/skills education, university graduates, foreign labor policies, and the regulatory framework. It also recommends streamlining management of human capital development across government agencies.
Brain Rules (What all presenters need to know?)Ghazally Spahat
Brain Rules is one of the most informative, engaging, and useful books of our time. Required reading for every educator and every business person. My favorite book of 2008!
The professor holds up a glass of water to demonstrate to students how problems that seem small can become overwhelming if dwelled upon for too long. While the weight of the glass did not change, the professor's arm would begin to ache after holding it for an hour and could become numb or experience muscle stress if held all day. This represents how small problems may seem manageable at first but can paralyze us if we think about them constantly without respite. The lesson is that while it is important to consider life's challenges, it is even more crucial to "put the glass down" or stop dwelling on problems at the end of each day so that we wake up fresh and able to handle what comes our way.
The document discusses different types of people in adopting new technologies using the metaphor of a pencil. It describes the "lead-ers" as the early adopters who enthusiastically share their experiences. The "sharp ones" learn from the early adopters and implement technologies effectively. The "wood" would use technologies if given support and training. The "dead wood" cannot be convinced to adopt new technologies no matter the efforts. The "eraser" undoes the work of the early adopters by criticizing new approaches. An optional "hanger-on" attends seminars but does not implement anything.
A businessman sees a fisherman relaxing on the beach and criticizes him for not working harder to make more money. The fisherman calmly asks the businessman "and then what will my reward be?" with each suggestion the businessman makes about catching more fish or buying a boat. No matter what riches or leisure the businessman envisions, the fisherman is content with his simple life of fishing on the beach.
The document discusses some of the challenges and realities of being a teacher. It notes that teachers often find themselves working long hours even when their friends are socializing. Teachers must constantly entertain and engage their students, who may talk over them, disrupt class, or view the teacher as a spectacle if seen in public. While there are positives like interesting debates and meetings, the job also involves enduring student hormones, constant performance measurements, and changing government initiatives that impact their work. Ultimately, the document suggests that teachers teach more for love of the profession than for money or respect due to the challenges involved.
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
18. 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
22. 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
32. 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
33. 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/
34. 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
35. 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
49. 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
52. 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/
54. 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
55. 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
57. 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
61. 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
62. 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
64. 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
69. 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 )
70. 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
72. 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
88. 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
89. 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.
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.
So… the future of advertising…
… Just Kidding… But before I go on, that picture was from São Paulo, Brazil, where they’ve banned outdoor advertising. The entire city looks like that. Ghosts of ads past. And this is a result of what is driving the change in advertising and marketing - people are tired of the information pollution cluttering their surroundings and interrupting their lives…
Now, let’s chat about the future outlook for marketing…
The idea of brands and branding aren’t really going to change. How we go about building them is and will continue to do so…
Just for a quick reminder…
From the voice of the consumer. Much like the Golden Rule - Do unto others… If brands do helpful and good things for people, people will continue to like and use them - giving the brand their hard-earned money.
All about pushing things out at people. A one way process. Shove, shout, sell.
Just pay attention to me… Interruption
It has all become noise. Everybody is yelling and nobody has been listening. People aren’t sure what all the yelling is about anymore… to them it’s not really worth yelling about, so they’ve tuned it out and as a response, brands have just been increasing the volume… this is broken…
Smart brands are looking for ways to change that. If people are tuning out the noise, then it’s time to look for new ways that will help us connect better…
Instead of using marketing to shove things out and yell, it’s about creating things that draw people in. Things that make them want to come learn/see/engage more.
If a brand does this right, they’ll create a following. They’ll create their own passionate crowd…
… the digital space has become the primary hub for these gatherings to take place… it’s an ideal point for people to collect and connect, both with each other and with brands.
How can we create fans for our clients’ brands? How can we make our clients the rock stars that drew the crowd in the image a few slides back?
By helping them deliver more value around their products and services through their marketing.
Save them time. Save them energy. Give them something useful. Help them learn something. Give them a story to tell others… do little things that make their days a little better. A little easier to get through.
… Well, one of the ways agencies can help companies is in the area of product innovation. Applying creative insight to the product development process is an area agencies can add value to their clients…
So…
… Seth Godin was talking about this long ago…
CP+B - an agency who is doing a great job transitioning with the times was talking about this at least as early as a year and a half ago…
… NITRO, an agency picking up more and more buzz is focusing on this…
… and AQKA says it’s all one thing now - there is no separation between the marketing experience and the product experience… I think a few of you are Halo fans, look at what they did with the marketing for Halo 3 and how that was an experience akin to the game…
Think back… How many of you found out about Google from an ad? Now how many found out because someone told you about it?
… the iPhone… even though they do advertise it, look at what the ads do… they show you how you can USE it to make life better…
… the Wii … again they advertise it, but they show people experiencing the product and how fun it is…
… Starbucks. They built a global coffee empire without global, or even national, advertising. Sure, they did local and grass roots to some extent, but largely it was people carrying around the cups and telling their friends… the product marketed itself.
So, what if your product isn’t innately cool?
Enhance the product through content
… if you didn’t see this online or on SNL last week, look it up. Anyway…
Let’s look at the music industry, where “nobody buys music anymore”
Trent Reznor made $1.6 million in one week when people could get 9 songs for free. What’d he do? He made content that people believed was worth paying for.
It’s not just people who will pay for content though.
If you haven’t heard of RCRD LBL, they are a Web site that lets people download new and exclusive songs for free through partnerships they have with their own artists and other labels. Brands pay to be presenting sponsors of widgets/content and so the labels and artists can still get paid while fans get free music…
Here’s another quote from CP+B - they are all about creating content - not ads - content
So, what does content need to be or do? There are a few things, but since we have limited time I’ve picked two broader topics. The first is engagement. Content needs to be engaging if you’re going to create brand fans.
But that content can’t just be engaging for the sake of engagement. It needs to be focused on helping the clients grow their bottom line and build their brands.
Here’s a rumor / urban legend from CP+B that I thought was interesting… Bogusky doesn’t want to see the script for the content - he wants to see how it will be talked about - how and why will people care - what is going to make people want to interact or get involved…
What CP+B has done with engaging content for BK is working. At a time when fast food is under scrutiny and the industry is seeing weakened sales, BK has been seeing consistent, solid growth.
Tribal DDB’s engaging content for the Norelco Bodygroom helped it become the top seller in its category on Amazon
And here’s a new example that’s getting some buzz right now for Coke Zero…
O.K., now moving on from engagement… the second area of content I wanted to cover is one that’s getting a lot of buzz right now. Utility.
Ben Palmer from Barbarian Group was talking about the importance of utility a year and a half ago. They were getting tired of putting in several hours to build micro sites that took the same amount of time to create as software but only lived as long as the ad campaign that they were for did. They want to move away from this and create things that can be used for much longer timeframes and that will help strengthen the relationship a brand has with the people that use it.
Here’s a quote from Nick Law at R/GA… time is the new luxury… any way brands can help people save time in their over-committed days is a good thing… again, it’s about making their lives better…
R/GA helped Nike do this in creating Nike+
It’s not advertising. It’s an application, like Barbarian was talking about…
CP+B has helped Domino’s create an easy way to order a custom pizza…
Not only can you custom create your pizza, but you can name it and then save it so you can order it easily again in the future - even from your mobile phone. It doesn’t just stop with ordering your pizza though. Once you’ve ordered it, you can track how far along it is in getting to your door… if you’re short on time and need to order a pizza, why wouldn’t you go this route over their competition?…
… and here’s one that Critical Mass created for Vegas. It’s a social network that let’s you create your Vegas persona, because we all become someone else in Vegas, right… and then you can connect with your friends to share pics, plan your trips, make reservations, buy tickets to shows… for the Vegas lovers who go there more than a few times a year, this becomes a very useful tool…
Now, how can we help our clients create this kind of marketing?
Sony’s co-founder believed people didn’t know what they wanted because they didn’t know what was possible for the most part…
Steve Jobs holds a similar belief…
So how do you create things for people if they don’t know what they want or need until they see it? By deeply understanding them and getting to the things they aren’t saying, but are revealing. Getting to rich insights.
Here’s a quote on the importance and power of insight from the CEO of Digitas in this week’s Ad Age… This is why agencies are in a great position to help their clients now more than ever. We have smart, strategic, creative thinkers who can not only uncover these insights, but also apply them in meaninful ways…
Watch how people behave. How they shop. How they use things. How they go through a web site. How they play a game. Ask them questions. Listen. Ask more questions. Listen twice as much… Notice and note the areas that could be improved …
Some of the traditional ways we can uncover insights that still have their place and time… … it’s all about using the right tools and methods for what you need to learn… in addition to these, I wanted to highlight a couple things that are getting used and talked about more and more…
People are broadly and publicly sharing more about their lives than ever before. We can learn a lot about what people want and need simply by looking at what they’re sharing…
Another interesting thing brands can do is collaborate more closely with their agencies and customers/consumers - especially in the area of product innovation that we talked about before…
The Web is enabling collaboration to take place easier and quicker… companies can share information with consumers and get their input directly … agencies can pull insights out of that information exchange as well as get quick feedback on ideas as they develop… the agency and company can then take the learnings and insights to create things people need or want, even if they didn’t realize these things when they were talking to them… this goes along with a growing idea in the planner blog world for Brands in Beta … where brands are constantly tweaking and improving by getting real-time, on-going feedback from consumers… But to the earlier quotes from Sony and Apple… the web is enabling people to now know more about what they didn’t know. As this continues, brands can get even better insights and feedback, which is going on right now…
Kluster is a site putting this idea in action. It’s a social network for elevating and developing ideas. When you have some time, go check them out.
Starbucks is putting this into action as well. They’ve been under scrutiny lately and now they’re looking to get ideas from passionate Starbucks drinkers.
… I’ve probably gone just over my 15-minutes… (sorry Ben) … but I’ll close it up and ask that if you only remember one thing from all of this…
Think about this on whatever you’re creating now and next… how can we make this make peoples’ lives better…
For real this time…
Last thing… if you want to talk more about any of this, PLEASE come by my office or grab me when I’m walking by. I’d love to chat. And if you want to stay on top of what I’m thinking around things like this, you can read them on my blog…
Thanks for your time and now I’ll turn it over to Ben…