Digital Marketing and Strategy

HAS THE INTERNET MADE EVERYTH ING SH IT?9 T H S E P T R M B E R 2 0 1 4

C H R I S C L A R K E @ A L B I O N I C S

Chris ClarkeChief Creative Officer, International@albionics

When all you have is a hammer, everything looks like a nail

Abraham H Maslow The Psychology of Science 1966

Overview

• Internet connectivity is becoming intrinsic • The consumer is not in control• The internet has nothing to do with “democratisation” • The priority of the money behind digital disruption is fast return for cash and

the removal of salaries • We don’t live in innovative times

BUT

If we change the way we work and understand the hard truths of the digital era, we can build brands with purpose and maybe save the world.

More people use the WiFi in European hotels than use the shower

We began with a mission

A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.

ATOMISATION

Niche!

With constant partial attention, we cleave to the banal

Why the internet makes things shit

Amount of media

Amount of attention

Read this

"When the news is decided not by what is important but by what readers are clicking; when the cycle is so fast that the news cannot be anything else but consistently and regularly incomplete; when dubious scandals pressure politicians to resign and scuttle election bids or knock millions from market caps of publicly traded companies; when the news frequently covers itself in stories about 'how the story unfolded'--unreality is the only word for it. It is, as Daniel Boorstin, author of 1962's The Image: A Guide to Pseudo-Events in America, put it, a 'thicket ... which stands between us and the facts of life.'"

Dialogue and debate gives way to group think

The consumer is not in control

Internet is not democratic

Winner takes all

Money is dumb

We are not living in especially creative times

Breaking the language barrier? Really?

Culture eats itself

Buy this shit that’s slighter better than the other shit

We are no longer creators and consumers but rather we are all plugged into a kaleidoscope of choices, sharing and sifting, refining and disguarding

Brands should be increasingly important, not just as signifyers of stable quality and meaning, but as a focal point for purpose.

The things we will grapple with next

• Internet of things – constant monitoring, and like it or not, wearable shit

• Genuine virtual reality

These two things change who and what we are and radically alter our relationships to eachother

The end of reality as we know it

How to slip the noose and make this good?

Culture is accidental, new creative processes are needed to foster better accidents

How to make more of this….

(Reuters) - A lawmaker from Indian Prime Minister Narendra Modi's ruling party has described rape as a social crime, saying "sometimes it's right, sometimes it's wrong"

Brands can have true purpose

We need to find new ways of working to accommodate the new digital reality

The digital marketing envelope

Client

Conversion rate

NPS

Traffic

Loyalty

SentimentBrand equity

Call centre costs

Beyond business as usual

DIG VID

The two possibilities of marketing

Getting people to buy stuff they don’t need with money they don’t have to make themselves feel better about the fact they work all the time and aren’t famous

To add value richness and purpose to products and services, so economic dignity grows and we all get happier

The near future could be terrifying or the threshold of a saner humanity. To have any chance of a positive outcome we need purpose in our lives and jobs. Brands will be at the forefront of the changes to come. So better start understanding what’s really happening and start changing the way you think and work.

We are the music makers, we are the dreamers of dreams

Breakout session 1

1. One team member to volunteer their brand2. What are the communications “nails” in this business? (The

persistent problems you routinely tackle with the same tools)3. Given the way the internet has atomised attention, how

effective do you think you will be in the future?4. How might you approach those problems differently? Think of

ways you might motivate staff and customers by being surprising enough to compete with linkbait!

Breakout session 2

1. One team member to volunteer their brand 2. How might commitment to a “purpose” improve staff

motivation and customer loyalty?3. What persistent social problem might your brand get

behind?4. What “social currency” can you offer customers in

exchange for promoting your brand via its purpose