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How should digital media channels sell digital media marketing solutions to clients. A talk for MTV
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THE BRAND MANAGER IS CURRENTLY LOOKING AT DIGITAL
AS HIS OR HER
PLAYGROUND
ITS WHERE HE OR SHE GETS TO DO IDEAS THAT ARE
NOT POSSIBLE ON TV
TIME&IS ABUNDANTLY AVAILABLE
ON DIGITAL
SPACE
710CASES
THE BRAND MANAGER IS NOT LOOKING TO BUY A 'SPONSORSHIP'
710CASES
BUT WANTS TO CREATE AN
ONGOING ENGAGEMENT
WHAT THEY WANT TO CREATE IS RETURN ON TIME
RETURNON HIS/HER
TIME SPENTWITH BRAND
The Idea: Let women tease them by telling them they are going NUDE.
Give the women consumer a return on their time and help give men a piece of their mind.
WTF CASE STUDY
THAT'S NOTJUST BECAUSE
OF A WHIM(OK SOME OF IT IS)
IT’S ALSO BECAUSE THE
CONSUMER IS GETTING SMARTER
Today people know when brands are speaking from a place of selling, bottom line or shareholder values and they have the power to reject them.
The brands that speak human are the ones that have real conversations with people.
They speak with honesty, humanity, intrigued and humour.They speak the language of the people.
THUS WHAT THE BRAND MANAGER REALLY WANTS TO DO ...
YOUR IDEA
TO MERGE
YOUR PROPERTY
TO MERGE
TO MERGE
YOUR VISION
INTO HIS OR HER BRAND CAMPAIGN.
THEY ARE LOOKING TO GIVE
YOUR IDEA
REACHSCALE
ENGAGEMENT
AND SYNC IT WITH
THEIR OWN CAMPAIGN…
WHICH WAS ALWAYS THE CASE….
BUT NOW THEIR KPIS
ALSO DEMAND
THAT THEIR PROPERTIES TOO HAVE
REACH &
SCALE
SO THEY WON'T GET TOO EXCITED IF YOU GIVE THEM A FACEBOOK POST ON YOUR PROPERTY
OR A BANNER ON THEIR
WEBSITEWHICH IS WHY OFTEN THEY
DEMAND IT IS A 'FREEBIE'
YOUR POWER IS NOT YOUR 'LIKES' OR YOUR VISITS.
YOUR POWER IS YOUR
ABILITY TO INFLUENCE THE INFLUENCER & THE CONSUMER.
SO IT’S NOT THE AGE FOR
SELLING
TO YOUR AGENCY
IT’S THE AGE OF
PARTNERSHIP WITH THEM
SOME THINGS
THAT BRANDS REALLY WANT
TODAY…
MAKING A
DIFFERENCE
BRINGING IT ALL TOGETHER
INDIA NO. 1 SONG FOR 'MUSIC' ON
YOUTUBE
1
1
INDIA NO. 1 SONG FOR 'MUSIC' ON
YOUTUBE
FROM TELLING STORIES
TO CONSUMERS MAKING STORIES
WHY WAIT TILL TOMORROW
2
FROM TELLING STORIES
TO CONSUMERS MAKING STORIES
BABY LIPS KISS SONG
2
2
2
2
2
2
USING MASS MEDIA TO DRIVE ACTION ON
'PERSONAL' MEDIA
THE FOOTBALL CASE STUDY
3
And perhaps there's merit in also building these new complexities into a media 'platform'
Agencies spend mad amounts of
money with Facebook and
Google because they've built a platform that puts all these together.
SO PERHAPS EVERYTHING I SPOKE ABOUT ONLY HELPS
YOU IN THE SHORT
RUN
THE BIG QUESTION IS
THE LONG RUN
How does MTV build a platform that everyone - agencies, brands, marketers sit on
and unleash creativity. Use the platform to build something great.