Whats Next in Advertising - from advertising to marketing

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This is a presentation that builds on Paul Isakson's original preso that is finding some good traction here. It shows the thinking that needs to go into moving from advertising to marketing solutions.

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Whats Next in Advertising - from advertising to marketing

  1. 1. MOVING FROM ADVERTISING TO MARKETING WHAT’S NEXT
  2. 3. http://youtube.com/watch?v=12h0LoA_a5k
  3. 5. They’re busy creating their own content… Create a blog or a website + CONSIDER THIS… People have more content choices in more places… iTunes .com And they can block us out… Caller ID
  4. 7. People don’t need advertising anymore to tell them about new products. And if they want to find out, they will on their terms.
  5. 8. SO WHAT’S THE FUTURE OF ADVERTISING
  6. 9. THERE ISN’T ANY.
  7. 10. ACTUALLY…
  8. 11. THE FUTURE OF ADVERTISING IS MARKETING
  9. 12. THE BRAND STILL MATTERS.
  10. 13. BRAND BRANDING COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND BEHAVIOR WITH, THE BRAND. perception influence perception
  11. 14. BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH THE BRAND.
  12. 15. SO WHAT CHANGES?
  13. 16. EVERYTHING ELSE
  14. 17. STARTING WITH OUR ATTITUDE.
  15. 18. STOP Interrupting Directing Shouting High-powered messages Reacting Return on investment Big promises Explaining START Engaging Connecting Enticing Engaging content Interacting Return on involvement Intimate gestures Revealing/Discovering
  16. 19. HOW DO WE GET THERE?
  17. 20. we create MARKETING SOLUTIONS not ADS.
  18. 21. MARKETING SOLUTIONS GO BEYOND COMMERCIAL MESSAGES. SOLVE SOMETHING. INVOLVE PEOPLE. ENABLE PEOPLE. ALLOW PEOPLE TO PARTICIPATE. CREATE BRAND FANS. DELIVER VALUE.
  19. 22. HOW CAN WE CREATE BRAND FANS?
  20. 23. DELIVER VALUE.
  21. 24. OR, MORE SIMPLY PUT…
  22. 25. MAKE PEOPLES’ LIVES BETTER .
  23. 26. THAT SOUNDS BIG.
  24. 27. BUT HERE’S WHAT IT COMES DOWN TO.
  25. 28. WE STOP PITCHING PEOPLE WITH MESSAGES.
  26. 29. WE START PROVIDING USEFUL CONTENT.
  27. 30. CONTENT IS THE NEW CURRENCY <ul><li>“ [The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it.” </li></ul><ul><li>Jeff Hicks </li></ul><ul><li>CEO </li></ul><ul><li>Crispin Porter + Bogusky </li></ul><ul><li>October 2006 </li></ul>Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/
  28. 31. PEOPLE WILL PAY FOR GREAT CONTENT.
  29. 32. 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
  30. 33. CONTENT IS THE NEW CURRENCY 3 Days = $9.6 Million Source: Daily Swarm
  31. 34. CONTENT IS THE NEW CURRENCY 17 year old = $1 Million selling MySpace layouts
  32. 35. USEFUL CONTENT <ul><li>“ [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.” </li></ul><ul><li>Benjamin Palmer </li></ul><ul><li>CEO / Owner </li></ul><ul><li>The Barbarian Group </li></ul><ul><li>October 2006 </li></ul>Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html
  33. 36. USEFUL CONTENT <ul><li>“ 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.” </li></ul><ul><li>Nick Law </li></ul><ul><li>Chief Creative Officer, North America </li></ul><ul><li>R/GA </li></ul><ul><li>March 2008 </li></ul>Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd
  34. 37. USEFUL CONTENT
  35. 38. USEFUL CONTENT <ul><li>“ [Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.” </li></ul><ul><li>Nick Law </li></ul><ul><li>Chief Creative Officer, North America </li></ul><ul><li>R/GA </li></ul><ul><li>April 2007 </li></ul>Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
  36. 39. USEFUL CONTENT
  37. 40. USEFUL CONTENT
  38. 41. USEFUL CONTENT
  39. 42. USEFUL CONTENT
  40. 43. USEFUL CONTENT
  41. 44. USEFUL CONTENT
  42. 45. USEFUL CONTENT
  43. 46. USEFUL CONTENT
  44. 47. USEFUL CONTENT
  45. 48. USEFUL CONTENT
  46. 49. USEFUL CONTENT
  47. 50. USEFUL CONTENT <ul><li>“ The days of making funny things that may or may not have an effect on the client's business are ending.” </li></ul><ul><li>Jeff Benjamin </li></ul><ul><li>Interactive Creative Director </li></ul><ul><li>Crispin Porter + Bogusky </li></ul><ul><li>March 2008 </li></ul>Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd
  48. 51. ONE MORE THOUGHT.
  49. 52. IN A MARKETING WORLD...
  50. 53. CONTEXT MATTERS.
  51. 54. SO… MAYBE THE EXPERIENCE SHOULD BE AT THE CENTER OF MORE OF WHAT WE DO.
  52. 55. BUT CONSIDER THIS TOO…
  53. 56. THERE ARE MORE PLACES, CONTEXTS, & TOOLS FOR ENGAGING WITH OUR CONTENT THAN EVER. HBO ITUNES FLICKR MYSPACE FACEBOOK ABC LOST THE LOST BLOG THE LOST DVD SET ABC.COM AMERICAN IDOL FOX IDOLS ON ITUNES IDOLS ON TOUR EBLOGGER TYPEPAD IPHONE iLIFE YOU TUBE XBOX Wii TiVO iPOD BLACKBERRY PLAYSTATION TRAVEL & LEISURE AT THE RESORT ON THE PLANE WIDGETS GADGETS MSN.COM GOOGLE WIKIPEDIA
  54. 57. HOW CAN WE MAKE THEM ALL WORK TOGETHER?
  55. 58. NOT A BUNCH OF COOL BUT SEPARATE IDEAS…
  56. 59. ONE IDEA BROUGHT TO LIFE IN DIFFERENT WAYS IN DIFFERENT PLACES.
  57. 60. Goal : One idea working in all contexts taking advantage of the strengths of each. Interactive People can participate… So, what are we asking them to do? How are they engaging? Is our content useful? TV Big draw power & high on entertainment value. What role can TV play? Can we use it differently? Mobile You can take it with you. So, what content are we providing that people would want to take with them?
  58. 61. Big draw power & high on entertainment value. What role can TV play? Can we use it differently? <ul><li>Ask questions, </li></ul><ul><li>Provoke </li></ul><ul><li>URL </li></ul><ul><li>SMS </li></ul>Brochure: Organizing idea Working in all contexts Driving Trial: Drive people to discover, participate, engage Take it with you. What content would people want to take with them? Text for more information Idea Roadmap inventory of ideas Casual Gaming: Social Networking/ Communities of Interest: Vehicle Displays: Mobile: Print: Website: TV:
  59. 62. IF YOU ONLY REMEMBER ONE THING…
  60. 63. OUR FUTURE = CREATING USEFUL CONTENT THAT MAKES PEOPLES’ LIVES BETTER.
  61. 64. THOUGHTS ON THE FUTURE…
  62. 65. The future is here it just isn’t widely distributed yet. - William Gibson
  63. 67. The best way to predict your future is to create it. - Abraham Lincoln
  64. 68. LET’S MAKE SURE WE’RE LEADING THAT INDUSTRY.
  65. 69. APPENDIX
  66. 70. SUMMARY
  67. 71. Shifting from Advertising To Marketing create MARKETING SOLUTIONS not ADS create USEFUL CONTENT think CONTEXT don’t forget the BRAND The Idea Content & tools that make life better in some way. Think of all of the places, the touch points, where people could engage with our content. What are they seeking there. The way they use media and technology will influence our content. Is the brand central to the idea? Are we allowing for experiences that will get people engaged and ultimately move product? Get beyond commercial messages. Solve something. Involve people. Enable them. Let them Participate.
  68. 72. CREDITS <ul><li>Paul Isakson - Senior Strategic Planner - space15 </li></ul><ul><li>Uwe Gutschow & Don Longfellow - Saatchi & Saatchi LA </li></ul><ul><li>Microsoft Digital Advertising Solutions, Museum video </li></ul>Nike+ Healthy Living NYC Every Step You Take... Domino’s Pizza Builder Domino’s Pizza Dominos.com My Vegas Logic + Emotion My Vegas Is Showing: Brand Utility + Event Based Social Networking Lego Lego Factory Lego.com M&M Customise message Mymms.com Jeep Camp Jeep jeep.com

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