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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.
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
How to think:
How to think:
   DADA.DATA.ALPHA.BETA.
DadA
Rebellion

DadA
DadA
DadA
DadA
DadA
Skip
Skip
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
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
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
DATA
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
DATA DRIVEN STORYTELLING
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
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
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Believers
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
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.
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)
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.

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Conversations About the Future of Advertising, #1 with: Jan Leth, Ogilvy & Mather (Feb 4, 2008)

  • 1. THE FUTURE OF MARKETING COMMUNICATIONS, or How to think in a world gone digital Jan Ulrik Leth MCAD, MIMA February 4, 2008
  • 2. 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
  • 3. 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.
  • 6. How to think: DADA.DATA.ALPHA.BETA.
  • 10. DadA
  • 11. DadA
  • 12. DadA
  • 13. Skip
  • 14. Skip
  • 20. DADA = LATERAL THINKING
  • 21. 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.
  • 22. DATA
  • 28. DATA
  • 34. 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.
  • 35. ALPHA
  • 36. Alpha Dog Leader of the Pack Loyalist ALPHA Evangelist People who care People who share
  • 37. DIFFERENTIAL MARKETING 20% = 80% of Sales CONSUMERS
  • 43. UNIVERSALISM vs. VARIABLES
  • 44. I blog here during lunch BLOG BETTER > XOHM HERE. LIFE BETTER.
  • 45. Anytime Any place I blog here during lunch BLOG BETTER > XOHM HERE. LIFE BETTER.
  • 47. MOBILE WIDGETS & LOCATION BASED SERVICES
  • 50. HOW TO ENGAGE DECISION MAKERS WITH DEEPER CONTENT. ANYWHERE. ANYTIME.
  • 51. HOW TO ENGAGE DECISION MAKERS WITH DEEPER CONTENT. ANYWHERE. ANYTIME.
  • 52. HOW TO ENGAGE DECISION MAKERS WITH DEEPER CONTENT. ANYWHERE. ANYTIME.
  • 53. HOW TO ENGAGE DECISION MAKERS WITH DEEPER CONTENT. ANYWHERE. ANYTIME.
  • 54. HOW TO ENGAGE DECISION MAKERS WITH DEEPER CONTENT. ANYWHERE. ANYTIME.
  • 55. HOW TO ENGAGE DECISION MAKERS WITH DEEPER CONTENT. ANYWHERE. ANYTIME.
  • 56. 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.
  • 61. IBM IN SECOND LIFE, BETA
  • 64. 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.
  • 66. How to think: DADA.DATA.ALPHA.BETA.