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IN MARKETING + ADVERTISING
WHAT’S NEXT
THEFUTURE OFADVERTISING
THERE ISN’T ANY.
THEEND
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THEFUTURE OFMARKETING
TOPICS / AGENDA
BRANDS
OLD MARKETING
NEW MARKETING
INNOVATION
ENGAGEMENT
UTILITY
INSIGHT
BRANDS &BRANDING HAVEN’TCHANGED
BRAND =COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.
BRANDING =USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND PERCEPTIONS OF, THE BRAND.
BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH A PRODUCT, SERVICE OR COMPANY.
TREAT MEWELL, ANDI’LL RETURNTHE FAVOR.
OLDMARKETING
OLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
THIS ISN’TWORKING.
“I DON’T KNOW WHAT WE’RE YELLING ABOUT!!!”
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 EdwardsVice President, Global Brand & Category ManagementNikeOctober 2007
Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html
MODERNMARKETING
MODERN MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
ADVERTISING
CONSUMER
CRM
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 MasterMedia Director, North AmericaUnileverMarch 2008
Source: Advertising Age - http://adage.com/article?article_id=125663
HOW CANYOU CREATEBRAND FANS?
DELIVERVALUETHROUGHMARKETING.
OR, MORESIMPLYPUT…
MAKEPEOPLES’LIVESBETTER.
O.K. SOUNDSSIMPLEENOUGH.
SO HOW CANWE DO THIS?
PRODUCTINNOVATION
BUILD THE MARKETING INTO THE PRODUCT.
MAKE THE PRODUCT SOGREAT, PEOPLECAN’T HELP BUT TALK ABOUT IT.
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 GodinAuthor / Speaker / Marketing ExpertPurple Cow2002
Source: Purple Cow / Seth Godin / Page 3
MODERN MARKETING
“We think the future of advertising is great products that have marketing embedded in them.”
Jeff HicksCEOCrispin Porter + BoguskyOctober 2006
Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/
MODERN MARKETING
“Coming up with product innovations. That's what we're setting out to do.”
Steven MarrsVice ChairmanGlobal Head of Digital and Branded ContentNITROApril 2007
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
MODERN MARKETING
“Our belief is that marketing and product have converged. The consumer doesn’t separate the marketing experience from the product experience.”
Ajaz AhmedFounder & ChairmanAQKAMarch 2008
Source: Advertising Age - http://adage.com/article?article_id=125664
THE PRODUCT IS THE MARKETING
THE PRODUCT IS THE MARKETING
THE PRODUCT IS THE MARKETING
THE PRODUCT IS THE MARKETING
GREAT.BUT MY PRODUCTISN’T COOL.
WHAT CANI DO???
WELL,FRANKLYYOU’RESCREWED.
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ADD VALUETHROUGHCONTENT.
CONTENTIS THENEWCURRENCY
OR, AS TRACYMORGANWOULD SAY
CONTENT IS THE NEW PRESIDENT, BITCH.
PEOPLE WILLPAY FORGREATCONTENT.
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
BRANDS WILLPAY FORGREATCONTENT.
CONTENT IS THE NEW CURRENCY
CONTENT IS THE NEW CURRENCY
“[The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it.”
Jeff HicksCEOCrispin Porter + BoguskyOctober 2006
Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/
ENGAGEMENT
ENGAGEMENT
“The days of making funny things that may or may not have an effect on the client's business are ending.”
Jeff BenjaminInteractive Creative Director Crispin Porter + BoguskyMarch 2008
Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd
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
ENGAGEMENT
16 QUARTERS OF CONSECUTIVE GROWTH
Source: BusinessWeek - http://www.businessweek.com/the_thread/brandnewday/archives/2008/02/crispin_downloa_1.html
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
ENGAGEMENT
ENGAGEMENT
UTILITY
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 PalmerCEO / OwnerThe Barbarian GroupOctober 2006
Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html
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 LawChief Creative Officer, North AmericaR/GAMarch 2008
Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd
UTILITY
UTILITY
“[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.”
Nick LawChief Creative Officer, North AmericaR/GAApril 2007
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
UTILITY
UTILITY
UTILITY
HOW DOWE CREATETHIS KIND OFMARKETING?
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 MoritaCo-FounderSony 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 )
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 JobsCo-Founder, Chairman & CEOAppleMay 1998
Source: BusinessWeek - http://www.businessweek.com/1998/21/b3579165.htm
UNCOVERRICHCONSUMERINSIGHTS
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 LangCEODigitas USAMarch 2008
Source: Advertising Age - http://adage.com/article?article_id=125670
HOW DOWE UNCOVERTHESEINSIGHTS?
OBSERVE+
LISTEN
TRADITIONAL METHODS
FOCUS GROUPS
1x1 INTERVIEWS
ETHNOGRAPHIC STUDIES
CULTURAL ANTHROPOLOGY
SURVEYS
USABILITY TESTING / LABS
EMERGINGMETHODS
DIGITAL ETHNOGRAPHY & ANTHROPOLOGY
del.icio.us
COLLABORATION
COLLABORATION
AGENCY CONSUMERS
COMPANY
INFORMATION& INPUT
INSIGHTS & IDEAS
INNOVATION& CONTENT
BETTERBRANDS
COLLABORATION
COLLABORATION
IF YOU ONLYREMEMBERONE THING…
MODERN MARKETING =MAKING PEOPLES’LIVES BETTER.
THEEND
?s
IF YOU WANT TO READ MORE OF WHAT I’M THINKING…
http://paulisakson.typepad.com/planning
THANKS
IMAGE CREDITS
IMG_6515
Tony de Marco
Flickr
Anonymous at Scientology in Los Angeles
sklathill
Flickr
Brick Tamland Wallpaper
Anchorman The Movie Web Site
Brick Wallpaper
Bloc Party Crowd @ Ogden Theatre
Paul Isakson
Flickr
Google Screen Grab
Google.com
iPhone
e-Learning content authoring
Google Loves The iPhone
Wii
Networking Audio/Video
X-OOM Software Brings Media Streaming To The Wii
Starbucks Coffee
Boston.com
Aging Music Heroes' Haven
Tracy Morgan
Saturday Night Live
Black Is The New President, Bitch
Ghosts I - IV
Nine Inch Nails
Ghosts.nin.com
IMAGE CREDITS
RCRD LBL_ + Widgets
RCRD LBL
rcrdlbl.com
Whopper Freakout
Burger King
WhopperFreakout.com
Shave Everywhere
Philips / Norelco
ShaveEverywhere.com
The Coke Zero Game
Coca-Cola Company
CokeZeroGame.com
The Coke Zero Game
Coca-Cola Company
CokeZeroGame.com
Nike+
Healthy Living NYC
Every Step You Take...
Domino’s Pizza Builder
Domino’s Pizza
Dominos.com
Domino’s BFD Pizza Builder
Adverblog & Domino’s Pizza
Domino's Pizza Builder & Dominos.com
My Vegas
Logic + Emotion
My Vegas Is Showing: Brand Utility + Event Based Social Networking
Digital Ethnography + Anthropology
All logos taken from their respective Web sites.
IMAGE CREDITS
Consumer Collaboration
Paul Isakson
[paul isakson]
Kluster
Kluster
Kluster.com
My Starbucks Idea
Starbucks
MyStarbucksIdea.com
CONTACT ME
PAUL ISAKSON
Senior Strategic Planner
space150
http://www.paulisakson.com/
