Transient Identiti Innovations Redefining Marketing v2
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The Innovations that are Reshaping Marketing and the Paradigms that must die “The most important skill set of the New Marketer is intellectual curiosity”
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Presentation was developed for NYU Advertising and Marketing bootcamp Spring 2010 held for graduate students.
Transcript of Transient Identiti Innovations Redefining Marketing v2
The Innovations that are Reshaping Marketing and the Paradigms that must die
“The most important skill set of the New Marketer is intellectual curiosity”
Emerging Paradigms
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RETHINKING THE MARKETING MODEL
WHY INNOVATE?
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THINK Innovation
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THE RE-EMERGENCE OF THE MINORITY REPORT
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HOW You Must Think
The Future of Media will be intangible.
Proliferation of widgets, gadgets, and apps is increasingly killing the impression based Marketing model.
+ Brands must completely rethink the “distribution” of their brand message
+ The ecosystem of customer experiences that is now defined by micro-interactions with the brand.
The future in harnessing media will boil down to imaginative thinking.
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HOW You Must Think
+ Consumers are going to the biggest properties + Consumer connectivity and engagement has caused for the
reinvention of the agency model, the Marketing model, and the structure of Marketing teams.
+ The marketing strategy must be about changing behavior; noting that each touch point has a different influence upon the consumer and it will be the “effect” that makes the difference in the end.
+ In the new era of marketing, the focus must be on the modes that consumers are in when they interact with and experience messages
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WHAT We Think About
Visit our blog where strategymeetsdesign.posterous.com
+ Marketing INNOVATION
+ DESIGN AS STRATEGY
+ Mobile-Social Strategy
+ Creating Social Currency
+ The Female Economy + Reinventing the Marketing Department
+ SOCIETAL SHIFTS
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+ Game Mechanics is the New Marketing
Marke&ng Paradigms that Must Die
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EMERGING Paradigms
+ What has been absent from the advertising industry is the focus on a business strategy approach towards solving Marketing Challenges instead of a mere advertising approach.
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EMERGING Paradigms
+ From structuring departments around production to structuring around customer segments. + Enter the Chief Customer Officer (CCO)
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REDEFINING THE MARKETING DEPARTMENT
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EMERGING Paradigms
+ “The Momocracy” + They control about $20 trillion in annual
consumer spending, and that figure could climb as high as $28 trillion in the next five years.
+ Their $13 trillion in total yearly earnings could reach $18 trillion in the same period.
+ Women represent the world’s largest opportunity; just compare them against China and India’s GDP
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THE FEMALE ECONOMY
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EMERGING Paradigms
+ Driven by what Ad Age calls the “predictive context device.” + This device will aggregate your location, your preferences,
your “life stream” of activities, your social network (in an almost artificial intelligence like fashion)
+ We move from the “mobile network” to a network philosophy centered around you
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THE NETWORK OF YOU
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EMERGING Paradigms
+ The Myth behind the single emotional trigger. + The automotive purchase funnel for example
+ Characterized by a series of inflection points that ranges from conversations within your personal social network, to vehicle reviews, to exposure to glossy ads, to window shopping on dealer lots, to assessing the "social currency" in owning that brand.
+ Marketing is to be executed according to the modes, mindsets, attitudes, and beliefs of the consumer; not channels to distribute messages.
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COMPLEX SYNTHESIS OF CONSUMER CONSUMPTION
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EMERGING Paradigms
+ Re-invigorating a Brand + Creating New Franchises + Creating Brand Extensions + Expanding Business Models
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DESIGN AS STRATEGY
The Innova&ons Redefining Marke&ng
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THINK Innovation
+ CMOs now view innovation and strategy as the top factors in hiring a marketing agency.
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THINK Innovation
Find Your 10 Faces of Innovation
+ Anthropologist + Experimenter + Cross-Pollinator + Hurdler + Collaborator + Director + Experience Architect + Set Designer + Storyteller + Caregiver
The Art of Innova&on: Lessons in Crea&vity from IDEO
Ten Rules for Strategic Innovators: From Idea to Execu&on
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THINK Innovation
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MARKETING BY WAY OF MOMENTUM
+ How companies become unstoppable market forces “
+ How the notion that goods are never finished" fosters a corporate mantra of never getting complacent; never embellishing ones success; never discounting the next marketplace "disruptor."
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GENERATIVE LEADERSHIP
+ “Create the capacity to see new perspectives”
+ Moving beyond the biases and limitations of leaderships mental maps.
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GAME MECHANICS IS THE NEW MARKETING
+ The notion of game mechanics speaks to the need for the melding of participatory entertainment as part of the business strategy.
+ Game mechanics also implies the community aspect (gamers like to compete and participate with friends).
+ Game mechanics allows the brand to come along for the ride with packaged properly.
+ Game mechanics allows the ability of the user to get “lost” in another world (essentially off the mainstream, mass media grid) unaware that they are being marketed to.
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DESIGN TEACHES STRATEGY
+ Hybrid Design + The very idea of extracting the principles from one field of play
to leverage across another; two schools of thought converging. With adaptability now being paramount as a part of any business strategy, much of that hinges on the ability to visualize different possibilities and outcomes but looking at how unrelated industries or categories.
+ Lo-Fi Design + Prototyping and an iterative process + Visual Storytelling
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VIRAL EXPANSION LOOPS
+ Defined the success of Hotmail, Google, Craigslist, Ebay, Amazon.com, Paypal, LinkedIn, Flickr, the list goes on.
+ They all incorporate "virality" into the functionality of their core existence.
+ They are self replicating.
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INTERACTIVE ADVERTISING
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Clips With two-minute summaries of every episode, plus season walk-throughs, featured clips, and video dossiers on each character, there's no excuse for falling behind. Behind the Scenes These mini documentaries introduce the composers, set designers, stunt coordinator, et al. Global News Interactive Mock news reports provide clues to the show's mysteries. Two-Screen Episodes While you watch the television broadcast, follow a barrage of polls, quizzes, and other real-time pop-ups on the Web site. Video Commentary Within 24 hours of an episode's TV broadcast, NBC posts a Web version with video commentary from writers, producers, and cast members. Fan-Generated Content Wiki Open-source explanations to all things Heroes. Did you know that the license-plate number of Hiro's father (played by George Takei from the original Star Trek) is NCC-1701, the same as the registration number of the Starship Enterprise? Fan Site Named "Ninth Wonders," after Isaac's comic book on the show, the Heroes fan site lets obsessed fans post short videos describing their theories, upload their own Heroes artwork, and exchange messages with the cast and crew. For Gaming Systems NBC signed a deal with Ubisoft last summer for a superhero title for PCs and game consoles. In stores by the end of the year. Online Play In Suresh's Loft, you wander the rooms looking for clues. In Claire's Game, you navigate a fiery train wreck to save a dying man. Isaac's Loft is a 360-degree interactive room; clicking on paintings reveals key plot points on the show. Online Comics Interactive Novel A full-length Web-only graphic novel about secondary characters includes a Flash-animated version. Weekly Comics After each new TV episode airs, nbc.com/heroes [1] adds an online comic-book chapter that provides back-story and fills gaps in that week's plot. Sponsored by Nissan. Mobile Game Designed by Gameloft, Heroes: The Official Mobile Game has 11 levels you can download to your phone. The goal is to save the world, of course, but it also helps obsessed fans unlock spoilers. Text Updates If you text Hana's name to the number on her blog, she replies with clues that lead to other Heroes Web sites. Viewers who "apply" for jobs at Primatech Paper receive texts regarding "next steps" from a company rep. Trivia Contest You know Hiro is lying when he talks about: a) thin sumo wrestlers, b) angry samurais, or c) ancient swords. Fans earn the chance to win $1,000 each week by completing weekly quizzes (either online or via text message). Also sponsored by Sprint. Create Your Hero Sponsored by Sprint, this application lets fans create their own Heroes characters and compete to have them featured in an online comic. Novel Charlie, the Texas waitress with the Kodak memory, appeared in only two episodes, but she left a major imprint on Hiro, who failed to save her life. A novel called Saving Charlie delivers "the untold story of Hiro and Charlie." Graphic Novel Wildstorm, a DC Comics subsidiary, compiled the first 34 weekly online comics into a $29.99 hard-cover graphic novel (Heroes, Volume One). After two months, it was in its second printing. Magazine The bimonthly Heroes: The Official Magazine sells for $6.99 and features cast interviews, quizzes, foldout posters -- and plenty of advertising. Alternate Reality Blogs and MySpace Characters Hana and Hiro maintain blogs, while three others have official MySpace pages. Claire, a cheerleader, has more than 11,000 MySpace friends. Vote Petrelli A bogus congressional campaign site for the character Nathan Petrelli, VotePetrelli.com [2], includes downloadable posters and other propaganda. Corinthian Casino & Hotel The Web site for the show's Vegas casino (corinthianlasve-gas.com [3]) gives such straight descriptions that you might be fooled into booking a room -- until Hana hacks in with one of her secret messages (e.g., "I have something to show you"). Primatech Paper On the show, Mr. Bennett's company may be a front for a covert organization, but the illusion of legitimacy extends to the Web site primatechpaper.com [4] and a real phone number viewers can call to apply for a job. Corporate Spying When Cisco Systems wanted to promote its new Web-based video surveillance, it sponsored a site that enabled visitors to spy inside the fictional Primatech Paper facility using a mock Cisco security-cam interface. Yamagato Fellowship This site (yamagatofellowship.org [5]) tells the tales of historical heroes, with a five-part documentary devoted to Takezo Kensei, a mythological samurai whose sword Hiro tries to steal on the show. Activating Evolution Dr. Suresh's novel about genetic mutation is the bible of freakishness on the show. A fake PR site for the book (activatingevolution.org [6]) allows you to read an excerpt, participate in a dream study, and listen to interviews with geneticists.
TRANSMEDIA APPROACH
THINK Innovation
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+ The Future Of Media Round Table by The Editor + The Future of Media Issue Is Coming! by Staff Writers + Data by Esther Dyson + The Future Of Media: FCC Chairman Kevin Martin Vs. Time Inc.'s John Huey by The Editor + Fast Forward: The Future by Joe Mandese + Journalism by Patrice Adcroft + The Future Of Media: The Internet by Joe Mandese + The Future Of Media: India by Vinita Bharadwaj + Radio by Celia Farber + Magazines by Jack Wright + When paper isn't by Boonsri Dickinson + TV by Robert Keating + Out-of-Home by Jonathan Blum + Questions for FCC Chairman Kevin J. Martin by David Goetzl + The Future Of Media: MIT Media Lab by James Greer + Africa by Gwen Lister + The Future Of Media: Celebrity Journalism by Bonnie Fuller + The Ultimate Search Engine by Liza Lentini + Mobile by Steve Smith + Newspapers by Liza Lentini + Books by Jason Stahl + The rest of the story by Karen Holt + The Future Of Media: An Interview With A Robot by Joe Mandese + Bio Chips by Boonsri Dickinson + Copyright Law by Lance Koonce + China by Rebecca A. Fannin + 20 Things You Didn't Know About the History of Media by Liza Lentini + Imagination by Rishad Tobaccowala + The Future Of Media: Paper by J Mitchell McMahon + Money by Richard Morgan + Spectrum by Steve Smith + Leadership by Dr. Dana Ardi + We've Been Here Before by Stephen L. Sass + The Future Of Media: Interview With Robert Gaulin by Jason Stahl + The Future Of Media: Interview With Berkerey Noyes' Chris Shannon by Jason Stahl
FUTURE OF MEDIA
THINK Innovation
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THINK Innovation
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OTHER TRENDS REDEFINING MARKETING
+ Time as the most precious resource + Virtual-anthropology + Digital Lifestyle
Thank You
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CONNECT With Us
+ Why the name sake? Because we are unconventional. Because we thrive on the notion of disruption. Because we are constantly evolving in our thinking. Because we are always focused on what rarely remains at rest. Because complacency is another word for traditional.
Transient Identiti Profile (linkedin.com/in/transientidentiti)
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Dynamic customer experiences centered around content, applications, and communications relevant to the social relationship
being cultivated will be the new sell-through approach.
