What's Next (2009) UBA 60 Edition
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? WHATʼS NEXT IN MARKETING 2009 AND ADVERTISING ©2009 Paul Isakson EXTENDED UBA60 EDITION
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An updated / extended version of the "What's Next In Marketing And Advertising (2009)" presentation I gave in Boston a couple months back.This one was given in Brussels, Belgium at the Union of Belgian Advertisers 60 Anniversary Congress.
Transcript of What's Next (2009) UBA 60 Edition
?WHATʼSNEXT INMARKETING
2009ANDADVERTISING
©2009 Paul Isakson
EXTENDED
UBA60
EDITION
An Updated Updated Look At The Future Of Marketing And AdvertisingPaul IsaksonHead of Strategyspace150
©2009 Paul Isakson
What we’ll cover:Where we are todayThe future of marketing is...A few thoughts for getting thereThe Next 60 Years
©2009 Paul Isakson
Where we are today
"Your clients are in trouble. They are looking to you to save them. The ad inventory that has been sold for the last 50 years no longer works, and marketers have started to figure that out."
John Stratton CMOVerizon Wireless
THINGS (STILL) AREN’T WORKING LIKE THEY
USED TO
©2009 Paul Isakson
"Your clients are in trouble. They are looking to you to save them. The ad inventory that has been sold for the last 50 years no longer works, and marketers have started to figure that out."
John Stratton CMOVerizon Wireless
©2009 Paul Isakson
Investors and marketers are irrationally overvaluing brands
©2009 Paul Isakson
WARC // http://www.warc.com/News/TopNews.asp?ID=25440©2009 Paul Isakson
gaping void // hugh macleod
brandtags.net
wateryredneckyuckweak©2009 Paul Isakson
brandtags.net
swillfunnywhitetrashshittasteless©2009 Paul Isakson
Flickr // Illetirres©2009 Paul Isakson
©2009 Paul Isakson
PEOPLE’S BEHAVIORS ARE CHANGING
Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641 ©2009 Paul Isakson
THE WAY PEOPLE SHOP HAS EVOLVED
Flickr // prettywar-stl©2009 Paul Isakson
“A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...”
Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)
Flickr // Rain Rabbit©2009 Paul Isakson
“A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...”
Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)
Flickr // Rain Rabbit
A REVOLUTION IS IN PROCESS
©2009 Paul Isakson
IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS
Flickr // Andrew Huff©2009 Paul Isakson
THE FUTURE OF MARKETING IS NOT ABOUT DOING AND
SAYING THINGS TO PEOPLE
Flickr // Arnisto.com©2009 Paul Isakson
THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE
©2009 Paul Isakson
What does that mean?
THE FUTURE OF MARKETING IS COLLABORATIVE
©2009 Paul Isakson
Nike Chalkbot©2009 Paul Isakson
THE FUTURE OF MARKETING IS GENEROUS
©2009 Paul Isakson
THE FUTURE OF MARKETING IS EXPERIMENTAL
©2009 Paul Isakson
THE FUTURE OF MARKETING IS HELPFUL
©2009 Paul Isakson
IBM Seer©2009 Paul Isakson
Hasbro / Monopoly©2009 Paul Isakson
THE FUTURE OF MARKETING IS IMAGINATIVE
©2009 Paul Isakson
Hasbro / Monopoly©2009 Paul Isakson
THE FUTURE OF MARKETING IS IMMEDIATE
©2009 Paul Isakson
Baker Tweet©2009 Paul Isakson
Mini iPhone App©2009 Paul Isakson
THE FUTURE OF MARKETING IS SUPPORTIVE
©2009 Paul Isakson
Mini iPhone App©2009 Paul Isakson
THE FUTURE OF MARKETING IS PLAYFUL
©2009 Paul Isakson
T-Mobile (U.K.)©2009 Paul Isakson
THE FUTURE OF MARKETING IS CUSTOMIZABLE
©2009 Paul Isakson
Layar©2009 Paul Isakson
THE FUTURE OF MARKETING IS INFORMATIVE
©2009 Paul Isakson
Layar©2009 Paul Isakson
THE FUTURE OF MARKETING IS HONEST
©2009 Paul Isakson
http://www.guardian.co.uk/technology/blog/2009/jul/24/amazon-drm©2009 Paul Isakson
THE FUTURE OF MARKETING IS REDEEMING
©2009 Paul Isakson
http://www.nytimes.com/2009/09/05/technology/companies/05amazon.html©2009 Paul Isakson
THE FUTURE OF MARKETING IS ADAPTABLE
©2009 Paul Isakson
©2009 Paul Isakson
THE FUTURE OF MARKETING IS WELL-INFORMED
©2009 Paul Isakson
NOKIA©2009 Paul Isakson
THE FUTURE OF MARKETING IS PARTICIPATORY
©2009 Paul Isakson
Mad Men on Twitter©2009 Paul Isakson
ROKU’s Reward / HP©2009 Paul Isakson
THE FUTURE OF MARKETING IS ADVENTUROUS
©2009 Paul Isakson
ROKU’s Reward / HP©2009 Paul Isakson
How can we get there?
THE PRODUCT IS THE MARKETING
©2009 Paul Isakson
COMMIT TO SOMETHING BIGGER THAN YOURSELF
Flickr // milena mihaylova©2009 Paul Isakson
Flickr // Patricil
START (TRULY) LISTENING
©2009 Paul Isakson
Listen for rich insights related to your brand about what people really
want and need.
Flickr // EssG©2009 Paul Isakson
LISTEN FOR OPPORTUNITIES TO MAKE YOUR _______ BETTER.
©2009 Paul Isakson
“Our focus should be not on emerging technologies but on emerging cultural practices.”
Henry JenkinsAuthor, Professor at MITConfessions of an Aca-FanEight Traits of the New Media Landscape
©2009 Paul Isakson
Flickr // paulisakson©2009 Paul Isakson
Flickr // paulisakson
THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING.
©2009 Paul Isakson
IF YOU THINK THE WORLD IS AN AUDIENCE
THINK THE OPPOSITE.
©2009 Paul Isakson
DO THINGS WORTH TALKING ABOUT.
Flickr // moriza©2009 Paul Isakson
"Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled."
Allan JenkinsGlobal Communications Consultant
©2009 Paul Isakson
IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO.
©2009 Paul Isakson
The Next 60 Years...
Minority Report©2009 Paul Isakson
©2009 Paul Isakson http://paulisakson.typepad.com/planning/2009/09/the-next-60-years-in-advertising.html
“The future of advertising lies in making less advertising...
Digital is a mindset not a channel. It's about doing stuff not saying stuff...
Great brands today have a cultural mission not just a commercial proposition.”
Gareth KayDirector of Digital StrategyGoodby, Silverstein & Partners
©2009 Paul Isakson
“Advertising will become about the customer rather than the client and/or the agency. Or it will die.”
John DoddsMarketing/Business ConsultantU.K. & U.S.
©2009 Paul Isakson
“It'll be the same as today but with 60 years more talk.
Adland needs to understand the future is not a pre-determined destination, but something you have to make happen and spouting off without consistently doing anything isn't going to make things happen except further undermine the value adland can make on business and - to a certain extent - society.”
Rob CampbellPartner / Creative Planning DirectorCynic (Hong Kong)
©2009 Paul Isakson
“The future of advertising and marketing is entirely dependent on the future of business.
As businesses evolve to serve customers, marketing and what we call advertising will become more and more meshed in the customer experience.
But it will be business strategy that will define how the new forms of marketing and customer service work in the world...”
Rohn Jay MillerStrategic DirectorIconNicholson
©2009 Paul Isakson
“The best way to predict 60 years into the future of advertising is to look 120+ years into the past.
In that case, I think advertising will be the exact same as it is today.
Look at the advertising from the 1870s, 1880s, 1890s. It is - in obvious ways - the same as it is today. We are still using the same tactics (celebrity endorsements, problem-solution, money-back guarantees, values-based messaging, 'status through product' pitches, the personal sell, slice of life, call to actions, the evocation of 'social sorting' cues, etc.). After ~140 years, the faces and products in the ads are different, but the tactics and messages are still the same.”
Leland MaschmeyerDirector of StrategyCOLLINS
©2009 Paul Isakson
“It’s easy to imagine that not only are we in the middle of an evolution but essentially in a perpetual evolution as many of the structural barriers to building brands or barriers to entry to market broadly have dissolved. There will not be a single new model, but many, diverse, and disparate models.”
Brett MacFarlaneAccount Director / Integrated Brand StrategistDDB Canada
©2009 Paul Isakson
“Will you survive the digital tsunami?”
John WinsorVP/ Executive Director of Strategy & Product InnovationCrispin Porter + Bogusky
©2009 Paul Isakson
©2009 Paul Isakson POSTER by ROLAND REINER TIANGCO
Thank You
Paul IsaksonHead of Strategyspace150
blog / paulisakson.comtwitter / @paulisaksonemail / [email protected]
?WHATʼSNEXT INMARKETING
2009ANDADVERTISING
©2009 Paul Isakson
EXTENDED
UBA60
EDITION
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