Digital Thinking on Marketing, Branding and Campaigning

DIGITAL THINKING ON BRANDING, MARKETING AND CAMPAIGNINGTOM DE BRUYNEFOUNDER/ CREATIVE DIRECTOR SUE AMSTERDAM

Tuesday, March 19, 13

I AM TOM DE BRUYNE, I CO-FOUNDED AND WORK AS CREATIVE DIRECTORAT CAMPAIGN AGENCY SUE AMSTERDAMI TWEET AT @TOMDEBRUYNEMAIL ME: TOM@SUEAMSTERDAM.COMI spoke at TEDX: http://sue.am/tom_at_tedxMy slideshares are here: http://sue.am/tdb_slides And I cofounded the lingerie webshop www.Salondesir.com

THIS IS ME

Tuesday, March 19, 13

1. DIGITAL IS DISRUPTING EVERYTHING2. DISRUPTIVE THINKING IN MARKETING3. DISRUPTING THE ADVERTISING AGENCY

Tuesday, March 19, 13

1. DIGITAL IS DISRUPTING EVERYTHING2. DISRUPTIVE THINKING IN MARKETING3. DISRUPTING THE ADVERTISING AGENCY

Tuesday, March 19, 13

1. DIGITAL IS DISRUPTING EVERY BUSINESS... INCLUDING MARKETING

Tuesday, March 19, 13

Chapter 1: Insert heading in bold herePut the subtitle in light here

DISRUPTION / CREATIVE DESTRUCTION

1. Change doesn't come overnight. Change comes from disruptive players 2. Disruptive innovation isn’t necessarily a new technology; it’s usually a recombination of existing technologies served up in disruptive way

3. Market leaders nearly never see it coming

4. Market leaders always respond by adding features, disruptors !nd ways to solve customer problems at lower costs, while stealing market share

Clayton Christensen, The innovators dilemma

Tuesday, March 19, 13

DISRUPTING MUSIC - COMPUTER - TELEPHONE

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DISRUPTING AIRLINE TRAVEL (AND THE EU)

Tuesday, March 19, 13

DISRUPTING THE HOTEL BUSINESS

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THE REAL MOBILE DISRUPTION

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DISRUPTING THE TV EXPERIENCE

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DISRUPTING THE NEWSPAPER (FINALLY)

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DISRUPTING PRICING - DEALS ARE THE NEW NORM

(Reed’s law)

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DISRUPTION OF CLASSIC BRANDING THROUGH NEW PERSUASIVE MODELS

(AGGREGATORS)

Tuesday, March 19, 13

DISRUPTION OF CLASSIC BRANDING THROUGH NEW PERSUASIVE MODELS

(AGGREGATORS)

(Reed’s law)

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DISRUPTING THE INTERNET OF WITH THINGS

VSLink

Tuesday, March 19, 13

I always think the big difference between the Makers and the corporate Internet Of Things (IOT) is that the IOT people are trying to make the world more efficient and controlled and the Makers are trying to make it more personal and magic. They're imagining objects that come to life like they do in Harry Potter.

Russell Davies - The internet with things

Tuesday, March 19, 13

1. DIGITAL IS DISRUPTING EVERYTHING2. DISRUPTIVE THINKING IN MARKETING3. DISRUPTING THE ADVERTISING AGENCY

Tuesday, March 19, 13

CREATIVE DISRUPTION CAN COME FROM DIFFERENT ANGLES:

DISRUPTIVE PRODUCTSDISRUPTIVE CAMPAIGNSDISRUPTIVE BRANDS

Tuesday, March 19, 13

BUILD SMART SERVICES IN THE PRODUCT

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BUILD CONVERSATION INTO THE PRODUCT(DESIGN FOR EXCITEMENT)

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REAL TIME CAMPAIGNING(pown or be powned)

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CONTENT MARKETING: SERIOUS VS ENTERTAINING

vs

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DISRUPTIVE BRANDING: HAVE AN INTERESTING BRAND BELIEF AND A COMMITMENT

Tuesday, March 19, 13

DISRUPTIVE BRANDING: HAVE AN INTERESTING BRAND BELIEF AND A COMMITMENT

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DISRUPTIVE CAMPAIGNING: TACTICS IS THE NEW CREATIVE

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ADVERTISING IS NOT DEAD

Tuesday, March 19, 13

1. DIGITAL IS DISRUPTING EVERYTHING2. DISRUPTIVE THINKING IN MARKETING3. DISRUPTING THE ADVERTISING AGENCY

Tuesday, March 19, 13

active consumer:searches for product excitement

SEOReviewsRatings

Conversion boostersBrand content

passive consumer:stumbles upon product excitement

Content

DIGITAL IS A REVOLUTION IN CONSUMER BEHAVIOR, NOT IN MEDIA

Tuesday, March 19, 13

WHERE DOES DISRUPTION COME FROM?ENTERTAINMENT COMPANIES

DESIGN AGENCIESCONVERSION DRIVEN AGENCIES

GOOGLE AND FACEBOOKCROWDSOURCING PLATFORMS

Tuesday, March 19, 13

"i want to see the industry redefine itself around human understanding. ... what an agency needs to do is to use ideas and turn human understanding into business advantage for our clients. that is a big broad definition. much broader than the kind of narrow persuasive definition that most people have in their head when they think about an advertising agency".

Rory Sutherland

Tuesday, March 19, 13

MY LITTLE PROPOSAL:

The future agency is a campaigning agency that designs conversationworthy products and builds and converts audiences for them. This will mean the end of the media vs digital vs advertising agencies.

The future of advertising is creative selling

Tuesday, March 19, 13

tom@sueamsterdam.com06 553 60 771

Tuesday, March 19, 13