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Marketing in an Age of Media Disruption March 20, 2013

John Andrews, CEO Collective Bias@Katadhin

Edited version of MarketMix 2013 Keynote presentation.

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The carrot, the egg and the coffee bean.

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Wikipedia, Bartholomew Roberts

Pirates were early disrupters to accepted economic systems

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First, What’s the Problem?

Media consumption has changed dramatically - Define the problem first. It is not simply enough to use old media tactics across new channels.

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Disruption is Everywhere!

Jack Atley for The New York Times

Technology is disrupting many businesses. Consumers love the disruption while incumbents fight for control.

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Second Screen?

sixteen-nine blog, March 12, 2012

Which screen is actually the “second’ screen? Consumer attention is fragmented.

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Curation is the new Edit

Pinterest, John Andrews Art of Steel Board

Consumers are curating their own media (and advertisements too)

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Media Disruption is at a Fever Pitch

The China Post, Jan 1, 2013The Atlantic, Dec 19, 2012

Print media is especially in flux and consumers are not simply migrating to traditional content in digital formats.

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Google > All Print

Mashable, november 12, 2012

2013 is the year that print “jumps the shark” as the economic reality of the industry collapses leaving many marketers scrambling to reach audiences.

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What Digital Media Drives Conversion?

Technorati 2013 Digital Influence Report

What are some potential replacements for the $15.5bn spent on Free Standing Inserts (FSI’s)and Retail Circulars that offer purchase conversion capability?

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Keys to Marketing Now

–Participate–Experiment–Engage and build relationships with key advocates (and detractors) #RonR

–Measure things that matter–Have some fun!

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Participate!

Media is now a full contact sport!

To understand new media tools, use them!

QuickTime™ and aH.264 decompressor

are needed to see this picture.

Collective Bias employees constantly use and experiment with new tools to better understand how they work helping to be better informed for our advertisers.

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Experiment

Try different tools. There is life beyond Facebook and Twitter.

Marketplace, Feb 8, 2012

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Build Relationships #RonR

New media requires engagement.

You can’t automate the process or have technology carry the load.

Holly Pavlika of Momentum Nation calls this the “Human Ad Network”. You have to build real relationships with consumers, partners and clients.

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Measure Things That Matter

The goal of marketing ultimately remains the same.SMS - Sell More Stuff. Track results to measure the long term achievement of that goal.

Collective Bias/Mutual Mind Beauty Share of Voice by Channel, November, 2012

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Have Some Fun!

At the end of the day, the medium is built for fun. Have some!

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Q&A

John Andrewsjohnandrews@collectivebias.com@Katadhin919.810.5159presentation: www.slideshare.com/katadhin