Published on October 30, 2007
The Future of Marketing, Advertising, and Branded Entertainment. Ian Schafer CEO & Founder, Deep Focus
1999: Miramax Films
2002: Deffe FOCU Creative. Media. Publicity & Public Relations. Strategy. Branded Experiences.
Branded entertainment as you know it is evolving faster than you are. Why?
Web 1.0 Connecting people to information.
Web 2.0 Connecting people to each other.
Web 3.0 Everything is connected.
Branded Entertainment 1.0 Integration and product placement.
Branded Entertainment 2.0 Conversation, engagement, and chaotic creativity.
Social media, UGC, and new web technologies are changing the way your consumers interact with each other -- and with your brands.
The web is a one (and many)-to-many (and so on), two-way conductor and facilitator of conversation and concurrently shared experiences.
“ Branded entertainment ” must be re-imagined as “ branded experiences ”.
Diffusion of Innovation Theory bloggers blog readers YouTube watchers, Google searchers GMA Viewers Family & Friends
Surround, activate, & engage. Create goodwill. Coolhunt & trendspot. Be an active listener. Incite & ignite. Be chaotic.
So what is the future of successful marketing & advertising? Future success will depend on the ability to initiate experiences that evolve, adapt, and are contributed to by your consumers.
Website | www.deep-focus.net Blog | www.IanSchafer.com Email | firstname.lastname@example.org
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