Download - What's Next In Marketing & Advertising

IN MARKETING + ADVERTISING

WHAT’S NEXT

©2008 Paul Isakson

THEFUTURE OFADVERTISING

©2008 Paul Isakson

THERE ISN’T ANY.

©2008 Paul Isakson

THEEND

©2008 Paul Isakson

J/KJ/KJ/KJ/K

J/KJ/KJ/KJ/K

J/KJ/KJ/KJ/K

J/KJ/KJ/KJ/K

©2008 Paul Isakson

THEFUTURE OFMARKETING

©2008 Paul Isakson

TOPICS / AGENDA

BRANDSOLD MARKETINGNEW MARKETING

INNOVATIONENGAGEMENT

UTILITYINSIGHT

©2008 Paul Isakson

BRANDS &BRANDING HAVEN’TCHANGED

©2008 Paul Isakson

BRAND =COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.

©2008 Paul Isakson

BRANDING =USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND PERCEPTIONS OF, THE BRAND.

©2008 Paul Isakson

BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH A PRODUCT, SERVICE OR COMPANY.

©2008 Paul Isakson

TREAT MEWELL, ANDI’LL RETURNTHE FAVOR.

©2008 Paul Isakson

OLDMARKETING

©2008 Paul Isakson

OLD MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

CONSUMER ©2008 Paul Isakson

THIS ISN’TWORKING.

©2008 Paul Isakson

“I DON’T KNOW WHAT WE’RE YELLING ABOUT!!!”

©2008 Paul Isakson

A TIME FOR CHANGE

“We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.”

Trevor Edwards Vice President, Global Brand & Category Management Nike October 2007

Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html ©2008 Paul Isakson

MODERNMARKETING

©2008 Paul Isakson

MODERN MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

ADVERTISING

CONSUMER

CRM

©2008 Paul Isakson

MODERN MARKETING

“[Digital] is the centerpiece of a broader campaign. I think that’s become a real integral part of how we use the web, moving beyond just promoting web addresses in TV spots or print ads to really making them a critical part of the storytelling for the brands.”

Rob Master Media Director, North America Unilever March 2008

Source: Advertising Age - http://adage.com/article?article_id=125663 ©2008 Paul Isakson

HOW CANYOU CREATEBRAND FANS?

©2008 Paul Isakson

DELIVERVALUETHROUGHMARKETING.

©2008 Paul Isakson

OR, MORESIMPLYPUT…

©2008 Paul Isakson

MAKEPEOPLE’SLIVESBETTER.

©2008 Paul Isakson

O.K. SOUNDSSIMPLEENOUGH.

©2008 Paul Isakson

SO HOW CANWE DO THIS?

©2008 Paul Isakson

PRODUCTINNOVATION

©2008 Paul Isakson

BUILD THE MARKETING INTO THE PRODUCT.

©2008 Paul Isakson

MAKE THE PRODUCT SOGREAT, PEOPLECAN’T HELP BUT TALK ABOUT IT.

©2008 Paul Isakson

MODERN MARKETING

“Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.”

Seth Godin Author / Speaker / Marketing Expert Purple Cow 2002

Source: Purple Cow / Seth Godin / Page 3 ©2008 Paul Isakson

MODERN MARKETING

“We think the future of advertising is great products that have marketing embedded in them.”

Jeff Hicks CEO Crispin Porter + Bogusky October 2006

Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/ ©2008 Paul Isakson

MODERN MARKETING

“Coming up with product innovations. That's what we're setting out to do.”

Steven Marrs Vice Chairman Global Head of Digital and Branded Content NITRO April 2007

Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893 ©2008 Paul Isakson

MODERN MARKETING

“Our belief is that marketing and product have converged. The consumer doesn’t separate the marketing experience from the product experience.”

Ajaz Ahmed Founder & Chairman AQKA March 2008


THE PRODUCT IS THE MARKETING

©2008 Paul Isakson

GREAT.BUT MY PRODUCTISN’T COOL.

©2008 Paul Isakson

WHAT CANI DO???

©2008 Paul Isakson

WELL,FRANKLYYOU’RESCREWED.

©2008 Paul Isakson

J/KJ/KJ/KJ/K

J/KJ/KJ/KJ/K

J/KJ/KJ/KJ/K

J/KJ/KJ/KJ/K

©2008 Paul Isakson

ADD VALUETHROUGHCONTENT.

©2008 Paul Isakson

CONTENTIS THENEWCURRENCY

©2008 Paul Isakson

OR, AS TRACYMORGANWOULD SAY

©2008 Paul Isakson

CONTENT IS THE NEW PRESIDENT, BITCH.

©2008 Paul Isakson

PEOPLE WILLPAY FORGREATCONTENT.

©2008 Paul Isakson

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 ©2008 Paul Isakson

BRANDS WILLPAY FORGREATCONTENT.

©2008 Paul Isakson


“[The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it.”

Jeff Hicks CEO Crispin Porter + Bogusky October 2006

Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/ ©2008 Paul Isakson

ENGAGEMENT

©2008 Paul Isakson

ENGAGEMENT

“The days of making funny things that may or may not have an effect on the client's business are ending.”

Jeff Benjamin Interactive Creative Director Crispin Porter + Bogusky March 2008

Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd ©2008 Paul Isakson

ENGAGEMENT

CP+B FOLK LORE / MYTHOLOGY:

ALEX BOGUSKY DOESN’T WANT TO SEE SCRIPTS ANYMORE.

“DON’T SHOW ME A SCRIPT. SHOW ME THE PRESS RELEASE.”

IT’S ALL ABOUT HOW PEOPLE WILL ENGAGE - WHY THEY WILL FIND IT INTERESTING & PARTICIPATE.

Source: Life Moves Pretty Fast - http://ameliatorode.typepad.com/life_moves_pretty_fast/2008/01/dont-write-me-a.html ©2008 Paul Isakson

ENGAGEMENT

16 QUARTERS OF CONSECUTIVE GROWTH

Source: BusinessWeek - http://www.businessweek.com/the_thread/brandnewday/archives/2008/02/crispin_downloa_1.html ©2008 Paul Isakson

ENGAGEMENT

No. 1 seller in Personal Grooming category on Amazon.com for the first two months after launch.

Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=53172 ©2008 Paul Isakson

ENGAGEMENT

©2008 Paul Isakson

UTILITY

“[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 Palmer CEO / Owner The Barbarian Group October 2006

Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html ©2008 Paul Isakson

UTILITY

“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 Law Chief Creative Officer, North America R/GA March 2008

Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd ©2008 Paul Isakson

UTILITY

©2008 Paul Isakson

UTILITY

“[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.”

Nick Law Chief Creative Officer, North America R/GA April 2007

Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893 ©2008 Paul Isakson

CREATING BETTER MARKETING

“We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, then make sure we’re there, ready.”

Akio Morita Co-Founder Sony Corporation

Source: Truth, Lies & Advertising / Jon Steel / page 189 (found via Meme Huffer- http://memehuffer.typepad.com/meme_huffer/2007/12/great-quotes-fo.html )©2008 Paul Isakson

CREATING BETTER MARKETING

“It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.”

Steve Jobs Co-Founder, Chairman & CEO Apple May 1998

Source: BusinessWeek - http://www.businessweek.com/1998/21/b3579165.htm ©2008 Paul Isakson

OPPORTUNITY COMES FROM INSIGHTS

“Great work comes from insight, and we have always worked from insight. … We have a vision of ourselves becoming the lead agency for the digital age. Insights are going to come in so many different ways. We’d like to pride ourselves on the ability to capitalize on them.”

Laura Lang CEO Digitas USA March 2008


TRADITIONAL METHODS

FOCUS GROUPS1x1 INTERVIEWS

ETHNOGRAPHIC STUDIESCULTURAL ANTHROPOLOGY

SURVEYSUSABILITY TESTING / LABS

©2008 Paul Isakson

COLLABORATION

AGENCY CONSUMERS

COMPANY

INFORMATION& INPUT

INSIGHTS & IDEAS

INNOVATION& CONTENT

BETTERBRANDS

©2008 Paul Isakson

IMAGE CREDITS

IMG_6515Tony de MarcoFlickr

Anonymous at Scientology in Los AngelessklathillFlickr

Brick Tamland WallpaperAnchorman The Movie Web SiteBrick Wallpaper

Bloc Party Crowd @ Ogden TheatrePaul IsaksonFlickr

Google Screen GrabGoogleGoogle.com

iPhonee-Learning content authoringGoogle Loves The iPhone

WiiNetworking Audio/VideoX-OOM Software Brings Media Streaming To The Wii

Starbucks CoffeeBoston.comAging Music Heroes' Haven

Tracy MorganSaturday Night LiveBlack Is The New President, Bitch

Ghosts I - IVNine Inch NailsGhosts.nin.com

IMAGE CREDITS

RCRD LBL_ + WidgetsRCRD LBLrcrdlbl.com

Whopper FreakoutBurger KingWhopperFreakout.com

Shave EverywherePhilips / NorelcoShaveEverywhere.com

The Coke Zero GameCoca-Cola CompanyCokeZeroGame.com

The Coke Zero GameCoca-Cola CompanyCokeZeroGame.com

Nike+Healthy Living NYCEvery Step You Take...

Domino’s Pizza BuilderDomino’s PizzaDominos.com

Domino’s BFD Pizza BuilderAdverblog & Domino’s PizzaDomino's Pizza Builder & Dominos.com

My VegasLogic + EmotionMy Vegas Is Showing: Brand Utility + Event Based Social Networking

Digital Ethnography + AnthropologyAll logos taken from their respective Web sites.

IMAGE CREDITS

Consumer CollaborationPaul Isakson[paul isakson]

KlusterKlusterKluster.com

My Starbucks IdeaStarbucksMyStarbucksIdea.com

CONTACT ME

PAUL ISAKSONSenior Strategic Planner space150

http://www.paulisakson.com/[email protected]

http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd


