Where Are The Jetpacks!? Cultural Experience Marketing and The Digital Revolution - Eric Shutt, SummitX
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As technology and marketing evolve, people are starting to question the role that digital marketing plays in our lives - and the value it adds to real life experience in providing purpose and value.At the intersection of this transformation in digital are the disciplines of Cultural and Experience Marketing. Only by breaking past established ways of thinking can agencies and brands continue to deliver true value, meaning and purpose to clients and customers.In this presentation, we’ll explore the convergence of current trends, new approaches, and how to incorporate it all into your strategic planning to be ahead of the game in the years to come. Key Takeaways: 1) Understand how the core principles of Cultural and Experience Marketing can guide digital planning.2) Evaluate the fundamental value and purpose that people get from your Brand.3) Identify and understand current gaps in your strategic and tactical marketing approach.4) Apply different types of strategic thinking to content, creative, and campaign planning.5) Be able to identify and become a true Cultural Experience brand.
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Where Are The Jetpacks!? Cultural Experience Marketing and The Digital Revolution - Eric Shutt, SummitX
- 1. KEYNOTE WASHINGTON D.C. ~ JULY 7 - 8, 2022 DIGIMARCONWASHINGTONDC.COM | #DigiMarConWashingtonDC Where Are The Jetpacks!? Cultural Experience Marketing and The Digital Revolution Eric Shutt FOUNDER & STRATEGY DIRECTOR SUMMITX
- 2. A new way to think about digital. 🤷♂️ — And how it fits into everything around us.
- 3. Hi! I’m Eric. • Digital Strategy Director @ SummitX • ISL / JWT veteran strategy & account lead for clients like Kroger, VW, and Sam Adams. • Ski enthusiast. ⛷💥
- 5. Today We’ll Cover … 1.Where are we? 🤷♂️ // What’s the deal with all this digital, anyway? 2. Digital Backlash 🤖 // What’s happening, and how did we get here? 3. What Do We Want? 🌎// Freedom. (When do we want it? Now!) 4. Cultural Experience Strategy 💥// How dreams can become reality. 5. How to Do It! 🔥 // Yes, you, too can be a Cultural Experience Brand.
- 6. Wait, Jetpacks!? Jetpacks represent the promise of how technology will make our lives amazing.
- 8. $225B United States $625B Global US & Global Ad Spending (Total)
- 9. US & Global Ad Spending (Per Capita) $685 United States $95 Global
- 10. Global Internet Ad Spending Digital TV 2011 2020
- 11. 1950 ‘60 ‘70 ‘80 1900 ‘90 ‘00 ‘10 ‘20 Product 1st to Market // Message Globalized Major Competition // Image Positioning Mindshare // Category Cultural Identity // Social Tensions Experience Lifestyle // Content Timeline of Marketing Approaches
- 12. Marketing Evolution Changes: • People & Social Trends • Context & Expectations • Devices & Technology 🚀
- 13. DIGITAL BACKLASH
- 14. “ “
- 16. 25% Car crashes 50%+ Kids feel bullied & less confident. 65% “Don’t care” if [social media] didn’t exist. 70% Digital detox.
- 17. Digital Health Concerns Addiction, Privacy, Trust Apple, Google, Facebook announce new anti-addiction & digital wellness features. — Bloomberg, Washington Post Apps Freedom, Focus, Self Control “Rebel developers are trying to cure our smartphone addiction — with an app” — Washington Post Groups Center for Humane Tech. “Realigning technology with humanities best interests” — Washington Post
- 18. Hyperreality
- 20. CONNECTION
- 21. Are you happy now? 🤔
- 22. 2005 Today
- 23. What Makes Us Happy? • Relationships / Friends • Activity / Exercise • Kindness / Generosity • Purpose / Spirituality • Gratitude / Optimism 40% Choices Luck Genes Sources: Happify, PursuitOfHappiness.org
- 24. The Science of Happiness Source: Harvard Magazine “An epidemic of depression in every industrialized nation in the world … the wealthier we get, the more depressed young people get.” 45% reported depression deep enough to prevent them from functioning. 94% felt overwhelmed by everything they had to do.
- 25. WHAT DO WE WANT?
- 27. “A technology company that happens to deliver pizza.” — Dennis Maloney, Chief Digital Officer @ AdAge Digital 2016
- 29. PEOPLE FREEDOM
- 31. 1950 ‘60 ‘70 ‘80 1900 ‘90 ‘00 ‘10 ‘20 Product 1st to Market // Message Globalized Major Competition // Image Positioning Mindshare // Category Cultural Identity // Social Tensions Experience Lifestyle // Content Timeline of Marketing Approaches
- 32. Cultural Experience Marketing Stand for something that adds real purpose and value to people’s lives. Embed social relevance and meaningful experience into every aspect of your brand, product or company.
- 34. Cultural Marketing Targets & resolves cultural tension. Cultural Brand 1 Source: Cultural Strategy
- 35. Cultural Strategy 1 2 3
- 37. 1 2 3 Cultural Strategy
- 39. Experience Marketing Internal & External: Employee, Customer, Brand, & Product Experience Marketing 2 Source: Qualtrics
- 40. Experience Strategy 1 2 3
- 41. Experience Brand
- 42. Brand “Strive” Product “Social Network for Athletes” Customer Clubs, Events, Custom Content Employee Remote Work, Engaged Community
- 43. Strava Video
- 44. Experience Brand
- 45. Brand “Do Good” Product “Gear for Good” Customer Questival Adventure Race Employee Empowered, Social Impact
- 47. Cultural Experience 1950 ‘60 ‘70 ‘80 1900 ‘90 ‘00 ‘10 ‘20 Product 1st to Market // Message Globalized Major Competition // Image Positioning Mindshare // Category Identity // Social Tensions Lifestyle // Content Digital Opportunity Cultural Experience Timeline of Marketing Approaches
- 50. Powered by Digital Elevate Real Life Experience But what brands are both: &
- 51. IT MATTERS HOW YOU GET THERE
- 52. Culture “It matters how you get there” Experience Friends & Events Digital Lyft app … duh.
- 53. “WE ACCEPT” - 2017
- 54. Culture “A world without travel” Experience AirBnB Local Experiences Digital AirBnB website … also duh.
- 57. Culture “#OptOutside” Experience Outdoors & REI Adventures Digital Social, Digital & e-Commerce
- 58. HOW TO DO IT
- 59. Most Industries Are Not Responsive to Customers
- 60. To Win Digital: Win in Real Life
- 61. What cultural tension do you resolve? 1
- 62. Resolve a Tension “It matters how you get there” Argues that purpose & values matter, and positions well against the competition. A world without walls Positively challenges social ideas about citizenship, immigration, & who belongs. #OptOutsid e Values real life, active experience over superficial commercialization. Logo Logo Logo
- 63. What experience do you create? 2
- 64. Create Experiences Friends & Events Brings people together easily to enjoy social events, friends, etc. Local Experience s Shows people a different travel experience than they might see otherwise. REI Adventures Activates values in practice and brings brand purpose to life. Logo Logo Logo
- 65. How does digital power your experience? 3
- 66. Power w. Digital App, Events, Explore “Mobile App” is literally how most people think of Lyft. Website & App power rentals, hosting, and travel experiences. eCommerce, #SocialMedia, Skills Social & Digital activate community across the brand and company. Website, App, Experience Logo Logo Logo
- 67. Still want more!? 🤩🤗
- 68. Eric Shutt // SummitX Strategy #LifeHack: GO OUTSIDE
- 69. Eric Shutt // SummitX Strategy
- 70. Eric Shutt // SummitX Strategy
- 71. Eric Shutt // SummitX Strategy
- 73. Eric Shutt // SummitX Strategy
- 74. Eric Shutt // SummitX Strategy @AlexanderGiles
- 75. Eric Shutt // SummitX Strategy Photo: Kira Marchenese
- 77. @EricShutt
- 78. Anne Foss // @TheTravelDarling
- 79. Eric Shutt // SummitX Strategy
- 80. Eric Shutt // SummitX Strategy
- 85. Eric Shutt // SummitX Strategy Anne Foss // @TheTravelDarling
- 86. Anne Foss // @TheTravelDarling
- 87. Eric Shutt // SummitX Strategy
- 88. Please Rate & Review!! ✅ 🤩 👍 💥
- 90. Join the Journey: SummitX.co/events Eric Shutt // SummitX
- 91. How Brands Become Icons The Principles of Cultural Branding D.B. Holt Cultural Strategy Using Innovative Ideologies to Build Breakthrough Brands Holt & Cameron Positioning The Battle for Your Mind Ries & Trout Buying In What We Buy and Who We Are Rob Walker How We Decide Jonah Lehrer The Creative Curve How to Develop the Right Idea, at the Right Time Allen Gannett The Tipping Point How Little Things Can Make a Big Difference Malcolm Gladwell Alone Together Why We Expect More from Technology and Less from Each Other Sherry Turkle Lead Like a Guide How World-Class Mountain Guides Inspire Us to Be Better Leaders Christopher Maxwell Finite & Infinite Games A Vision of Life as Play and Possibility James Carse Reading