THE FUTURE OF MARKETING COMMUNICATIONS,
or How to think in a world gone digital Jan Ulrik Leth MCAD, MIMA February 4, 2008

Variety of Digital Platforms Web
Site Branded Content Search Social Media Mobile Viral videos & UGC Widgets Gaming Virtual Worlds ipTV - Broadband Dialogue/Email Online Advertising

The Market as a Conversation
Consumers want to engage. Marketers need to listen, respond and – at times – propose new conversation “starters”. Peer to Peer Publishing Collaboration Web 2.0 is about co-creation. Consumers and Marketers can Consumers are as (more?) interested to hear from their peers than collaborate. Marketers need to also collaborate w/ content from marketers or so-called professionals. owners and audience aggregators. Network Effects Distribution and aggregation of content and WEB Web as Platform The web is now a platform for content creation, content 2.0 utility can grow exponentially. sharing… it is becoming a utility. Transparency Reciprocity News travel fast. Bad news travel faster. Marketers need to treat Keys to engagement with consumers is reciprocity or “value exchange”. consumers as grown-up and be transparent. Consumers must get entertainment, utility or information value out of their engagement. Perpetual Beta The Google model: launch a beta application, monitor adoption, adjust, enhance… allow consumers to build on top of it.

How to think:

How to think:
DADA.DATA.ALPHA.BETA.

DadA

Rebellion
DadA

DadA

DadA

DadA

DadA

Skip

Skip

THE BLOGOSPHERE

DADA = LATERAL THINKING

Re-evaluate and redefine all elements
of marketing. Co-Creation. It’s a cut and paste society. Consumers are creating their DADA own experience of the brand. Lateral thinking required. Lack-of-Dada will prevent Google from conquering the world. Don’t shoot the creatives yet.

DATA

The Big Brain

DATA

DATA DRIVEN STORYTELLING

Data = Metrics = Accountability
New forms of storytelling are evolving through the use of dynamic data. Allows for “Value Exchange” beyond DATA entertainment. Optimize performance. Massively distributed personalization of brand experience. Enables “Listening” as core competency of marketing dept.

ALPHA

Alpha Dog Leader of the
Pack Loyalist ALPHA Evangelist People who care People who share

DIFFERENTIAL MARKETING 20% = 80%
of Sales CONSUMERS

Believers

CHEVY TAHOE

UNIVERSALISM
vs.
VARIABLES

I blog here during lunch
BLOG BETTER > XOHM HERE. LIFE BETTER.

Anytime Any place I blog
here during lunch BLOG BETTER > XOHM HERE. LIFE BETTER.

DESKTOP WIDGETS

MOBILE WIDGETS & LOCATION BASED
SERVICES

Mobile Utility

Mobile Utility

HOW TO ENGAGE DECISION MAKERS
WITH DEEPER CONTENT. ANYWHERE. ANYTIME.

HOW TO ENGAGE DECISION MAKERS
WITH DEEPER CONTENT. ANYWHERE. ANYTIME.

HOW TO ENGAGE DECISION MAKERS
WITH DEEPER CONTENT. ANYWHERE. ANYTIME.

HOW TO ENGAGE DECISION MAKERS
WITH DEEPER CONTENT. ANYWHERE. ANYTIME.

HOW TO ENGAGE DECISION MAKERS
WITH DEEPER CONTENT. ANYWHERE. ANYTIME.

HOW TO ENGAGE DECISION MAKERS
WITH DEEPER CONTENT. ANYWHERE. ANYTIME.

Talk to the consumers who
care. Talk to the consumers who share. ALPHA WOM is outcome of good experiences. Need for transparency. Collaborate with consumer. Create opportunities for participation. Create ongoing value exchanges particularly for early adopters.

GOOGLE GADGET BETA PROGRAM

GOOGLE GADGET BETA PROGRAM

IBM IN SECOND LIFE, BETA

BETA CAMPAIGN

BETA CAMPAIGN

Marketing and Product development must
co-exist, not in a linear fashion. Allow for consumer co-definition of brand, products, services, experience. Direct Marketing is the future of advertising, and Digital is the future of Direct Marketing. Rapid changes in media landscape require constant testing and evaluation to be ready as they go mass.

How to think:

How to think:
DADA.DATA.ALPHA.BETA.