Where is the future of

advertising?

There isn’t one!

In a ‘traditional’ format

“Communications are changing”Source: Any strategist you happen to talk to 2004-2008

We are also now in ‘remote’ control and have the ability to switch off

A desire to be spoken with rather than to

We demand a different relationship from advertising

We have greater choice

We have more channels

It's a consumer revolution – a demanding but liberating shift. The rise of this powerful consumer boss marks one of the most important milestones in the history of

branding.CEO of P&G

“People don’t trust businesses the way they used to….For the first time we found that the most trusted sources were ‘a person such as yourself or a peer’. World events have led to that and blogging has led to that”Steve Rubel, quoted in the Guardian, March 20th, 2006

Advertisers are facing a new challenge -

How to penetrate the peer to peer network

Or is this actually new?

If we track trends over time we find a

different story

1775Paul Revere

1946Tupperwar

e

1978-1986My babysitter

2008My lunch

“People don’t need advertising to tell them about new products anymore”Source: Same pesky strategists as earlier 2004-2008

But they never did!

Word of mouth / peer to peer is not new…its just

taking a different form

“Brands are not facing a different challenge, just

one which has been made more prominent by the

digital world”Source: Me

Word of mouth has been replaced with…

…“word of mouse”

And consumers are

not short of ways to

spread the message

One person has the ability to influence thousands

So, what are the guidelines to successful communications in this connected world?

Engage rather than interrupt

Say the right things, in the right tone, using the right language at the right time

Simply… be liked!

Brands need to communicate with consumers more…

…on their level, using their

terms

Get the brand body language right

"Body language is essential. Just to be free, to use it like your voice. A

body can be small and have incredible violence. A body talks".

Anne Parillaud

7% spoken word38% tone of voice

55% body language

Communication is:

Source: Mehrabian

7% what brands say38% how brands say it

55% where brands say it

Communication is:

7% content38% communications

55% how to bring the comms to life

Communication is:

Brands tend to focus on the 7% rather than 93% when planning communications

How to make the 93% work

better for brands

22% letting go…let the consumer take the lead

14% ask the consumer what they want

17% deliver what they ask for

23% offer more than the standard…engage and entertain

12% speak to consumers on their level…don’t preach

5% speak to them when

they want to be spoken to

When is the ‘primetime’

anymore?

Concentrating on making the

93% work harder helps the 7% to be

heard

The most important thing in communication is to hear what

isn’t being saidPeter Drucker 1909-2005

Because…

It’s the 100% that drives the connection

And it’s human nature to surround ourselves with brands that we

trust,

understand,

feel part of,

and believe in

Only then will consumers embrace and spread the word