Whats Next in Advertising - from advertising to marketing
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18-Sep-2014 -
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MOVING FROM ADVERTISING TO MARKETING
WHAT’S NEXT
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http://youtube.com/watch?v=12h0LoA_a5k
They’re busy creating their own content…
Create a blog
or a website
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+
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CONSIDER THIS…People have more content choices in more places…
iTunes
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And they can block us out…
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Caller ID
People don’t need advertising anymore to tell them about new products.
And if they want to find out, they will on their terms.
SO WHAT’STHE FUTURE OFADVERTISING
THERE ISN’T ANY.
ACTUALLY…
THEFUTURE OFADVERTISING ISMARKETING
THE BRAND STILL MATTERS.
BRAND BRANDINGCOLLECTIVELY, 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
BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH THE BRAND.
SO WHAT CHANGES?
EVERYTHING ELSE
STARTING WITH OUR ATTITUDE.
STOPInterrupting
DirectingShouting
High-powered messagesReacting
Return on investmentBig promises
Explaining
STARTEngagingConnectingEnticingEngaging contentInteractingReturn on involvementIntimate gesturesRevealing/Discovering
HOW DO WE GET THERE?
we create MARKETING SOLUTIONS not ADS.
MARKETING SOLUTIONS
GO BEYOND COMMERCIAL MESSAGES.
SOLVE SOMETHING.
INVOLVE PEOPLE.
ENABLE PEOPLE.
ALLOW PEOPLE TO PARTICIPATE.
CREATE BRAND FANS.
DELIVER VALUE.
HOW CANWE CREATEBRAND FANS?
DELIVERVALUE.
OR, MORESIMPLYPUT…
MAKEPEOPLES’LIVESBETTER.
THATSOUNDSBIG.
BUT HERE’S WHAT IT COMES DOWN TO.
WE STOPPITCHINGPEOPLE WITHMESSAGES.
WE STARTPROVIDINGUSEFUL CONTENT.
CONTENT IS THE NEW CURRENCY
“[The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it.”
Jeff HicksCEOCrispin Porter + BoguskyOctober 2006
Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/
PEOPLE WILLPAY FORGREATCONTENT.
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
CONTENT IS THE NEW CURRENCY
3 Days = $9.6 Million
Source: Daily Swarm
CONTENT IS THE NEW CURRENCY
17 year old = $1 Million selling MySpace layouts
USEFUL CONTENT
“[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.”
Benjamin PalmerCEO / OwnerThe Barbarian GroupOctober 2006
Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html
USEFUL CONTENT
“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.”
Nick LawChief Creative Officer, North AmericaR/GAMarch 2008
Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd
USEFUL CONTENT
USEFUL CONTENT
“[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.”
Nick LawChief Creative Officer, North AmericaR/GAApril 2007
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
USEFUL CONTENT
USEFUL CONTENT
USEFUL CONTENT
USEFUL CONTENT
USEFUL CONTENT
USEFUL CONTENT
USEFUL CONTENT
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QuickTime™ and aTIFF (Uncompressed) decompressor
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USEFUL CONTENT
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USEFUL CONTENT
USEFUL CONTENT
USEFUL CONTENT
USEFUL CONTENT
“The days of making funny things that may or may not have an effect on the client's business are ending.”
Jeff BenjaminInteractive Creative Director Crispin Porter + BoguskyMarch 2008
Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd
ONEMORETHOUGHT.
IN AMARKETINGWORLD...
CONTEXTMATTERS.
SO…MAYBE THE EXPERIENCESHOULD BEAT THE CENTEROF MORE OF WHAT WE DO.
BUTCONSIDERTHIS TOO…
THERE ARE MORE PLACES, CONTEXTS, & TOOLS FOR ENGAGING WITH OURCONTENT 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
HOW CAN WEMAKE THEMALL WORKTOGETHER?
NOT A BUNCHOF COOL BUTSEPARATEIDEAS…
ONE IDEABROUGHT TOLIFE IN DIFFERENTWAYS IN DIFFERENT PLACES.
Goal: One idea working in all contexts taking advantage of the strengths of each.
InteractivePeople can participate…So, what are we asking them to do?How are they engaging? Is our content useful?
TVBig draw power & high onentertainment value.What role can TV play? Can we use it differently?
MobileYou can take it with you.So, what content are we providing that people would want to take with them?
Big draw power & high onentertainment value.What role can TV play? Can we use it differently?
Ask questions,Provoke• URL• SMS
Brochure:
Organizing ideaWorking in all
contextsDriving 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 Roadmapinventory of ideas
Casual Gaming:Social Networking/Communities of Interest:
Vehicle Displays:
Mobile:
Print:
Website:
TV:
IF YOU ONLYREMEMBERONE THING…
OUR FUTURE =CREATING USEFUL CONTENT THAT MAKES PEOPLES’LIVES BETTER.
THOUGHTS ONTHE FUTURE…
The future is here it just isn’t widely distributed yet.- William Gibson
The best way to predict your future is to create it.- Abraham Lincoln
LET’S MAKESURE WE’RELEADING THATINDUSTRY.
APPENDIX
SUMMARY
Shifting from Advertising To Marketing
create MARKETING SOLUTIONS not ADS
create USEFUL CONTENT
think CONTEXT
don’t forget the BRAND TheIdea 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.
CREDITS
Paul Isakson - Senior Strategic Planner - space15
Uwe Gutschow & Don Longfellow - Saatchi & Saatchi LA
Microsoft Digital Advertising Solutions, Museum video
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