Advertising and Media in the Age of Responsibility

Utrecht, September 2012

How do you feel when you see these ads?

How will you feel when you see these ads 20 years from now?

The Age of Responsibility

The Age of Responsibility

Richard Heinberg (The End of Growth): “We were warned that sooner or later we’d hit the limits to growth, and now we have. […] and now we are nearing or at the point of declining energy, declining freshwater, declining minerals, declining biodiversity… and a declining economy.”

Wayne Visser (The Age of Responsibility): “Responsibility is the counterbalance to rights. […] Responsibility is the set of prints we leave in the sand, the marks of our passage. What tracks will you leave? Where is the place where you can most freely and effectively respond? The choice, as always, is yours.”

What this means for Advertising and Media

From:

‘Target Groups’ and ‘The Consumer’

Storytelling

Hedonistic

Marketing funnel

Share of Voice

Like this

Share this

Violation of privacy

To:

‘People’ and ‘Customers’

Lead by example

Real

Reciprocity

Share of Listening

Like you

Co-creation

Data for the greater good

Paid, Owned and Earned

“[… ] advertising no longer works as effectively as it did unless bolstered by additional marketing channels. Owned and earned media are vital to campaigns, helping to

amplify and spread brand messages across a myriad of complex paths that consumers follow across devices, screens, and media.”

The Converged Media Imperative: How Brands Must Combine Paid, Owned, and Earned Media – July 2012, Rebecca Lieb & Jeremiah Owyang

Hence…

By maximizing the effectiveness of Owned & Earned there will be less need for Paid Media

Save money and do good

Global advertising spend 2011:

USD 460 billion

How can this be achieved?

How can this be achieved?

1. Smarter use of data

2. Great (meaningful) content

3. Add social to the mix

1. Smarter use of data

Source: http://youtu.be/1AIhOMwmz9I

1. Smarter use of data

Big data (e.g. Google uses mobile data for traffic information)

1-to-1 data

2. Great (meaningful) content

3. Add social to the mix

Source: comScore – The Power of Like

Some great examples

Ben & Jerry’s Fair Tweets

Greenpeace

Pepsi Refresh Project

Letsheal.org

Mark Woerde, 2011

This is not the end, it is just the beginning!

emile@extranieuw.nl twitter.com/extranieuw

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