What's Next In Marketing & Advertising

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Information about What's Next In Marketing & Advertising
Business & Mgmt

Published on March 23, 2008

Author: paulisakson

Source: slideshare.net

Description

A presentation I gave internally at our agency last week (3/21/08) for our monthly "What's Next" lunches.

Quick background on these lunch sessions: Each month, three or four people are called upon to share either what inspires them or what's going on in a specific area. So far, I've seen some of our creatives talk to what motivates them and share trends and up-and-coming names in art and design; some of our tech team talk to emerging technologies, showing off what they can do and how they're relevant to our clients; and finally some of our modern media team share the newest ways we can help people find what they're looking for more easily and get more relevant information in front of them for our clients. Like I said, it has all been very fun to take part in as well as quite inspiring and energizing.

For this one, I was asked to share what's going on in marketing and where things are moving. What you'll see/did see is that I ended up using a little bit of what I've been posting about on my blog and some of what has been getting covered both within the trade pubs and on industry related blogs to give me the outline. If you follow the plannersphere and other social media and marketing blogs, then this probably won't be much new, but it might connect the conversations a little more. Or maybe not.

Mostly just wanted to share it since I did put a bit of time into pulling it together and was inspired by many of you who've been writing about similar subject matter. Also because what limited free time I did have last week went into putting it together instead of writing on my blog.

Note: Most of the examples in it are the more covered ones used to support the topics they're associated with. With limited time, I opted for the easy-to-find examples. Sorry about that. One that isn't as covered across the blogs and in the press yet is the My Vegas site. For more info on it see David Armano's Logic + Emotion blog where he has a detailed post on it.

As always, if you've got any thoughts, questions or comments...

WHAT’S NEXT IN MARKETING + ADVERTISING ©2008 Paul Isakson

THE FUTURE OF ADVERTISING ©2008 Paul Isakson

THERE ISN’T ANY. ©2008 Paul Isakson

THE END ©2008 Paul Isakson

J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K ©2008 Paul Isakson

THE FUTURE OF MARKETING ©2008 Paul Isakson

TOPICS / AGENDA BRANDS OLD MARKETING NEW MARKETING INNOVATION ENGAGEMENT UTILITY INSIGHT ©2008 Paul Isakson

BRANDS & BRANDING HAVEN’T CHANGED ©2008 Paul Isakson

BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. ©2008 Paul Isakson

BRANDING = USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND PERCEPTIONS OF, THE BRAND. ©2008 Paul Isakson

BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH A PRODUCT, SERVICE OR COMPANY. ©2008 Paul Isakson

TREAT ME WELL, AND I’LL RETURN THE FAVOR. ©2008 Paul Isakson

OLD MARKETING ©2008 Paul Isakson

OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER ©2008 Paul Isakson

©2008 Paul Isakson

THIS ISN’T WORKING. ©2008 Paul Isakson

“I DON’T KNOW WHAT WE’RE YELLING ABOUT!!!” ©2008 Paul Isakson

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 Edwards Vice President, Global Brand & Category Management Nike October 2007 Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html ©2008 Paul Isakson

MODERN MARKETING ©2008 Paul Isakson

MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER ©2008 Paul Isakson

©2008 Paul Isakson

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 Master Media Director, North America Unilever March 2008 Source: Advertising Age - http://adage.com/article?article_id=125663 ©2008 Paul Isakson

HOW CAN YOU CREATE BRAND FANS? ©2008 Paul Isakson

DELIVER VALUE THROUGH MARKETING. ©2008 Paul Isakson

OR, MORE SIMPLY PUT… ©2008 Paul Isakson

MAKE PEOPLE’S LIVES BETTER. ©2008 Paul Isakson

O.K. SOUNDS SIMPLE ENOUGH. ©2008 Paul Isakson

SO HOW CAN WE DO THIS? ©2008 Paul Isakson

PRODUCT INNOVATION ©2008 Paul Isakson

BUILD THE MARKETING INTO THE PRODUCT. ©2008 Paul Isakson

MAKE THE PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT. ©2008 Paul Isakson

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 Godin Author / Speaker / Marketing Expert Purple Cow 2002 Source: Purple Cow / Seth Godin / Page 3 ©2008 Paul Isakson

MODERN MARKETING “We think the future of advertising is great products that have marketing embedded in them.” Jeff Hicks CEO Crispin Porter + Bogusky October 2006 Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/ ©2008 Paul Isakson

MODERN MARKETING “Coming up with product innovations. That's what we're setting out to do.” Steven Marrs Vice Chairman Global Head of Digital and Branded Content NITRO April 2007 Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893 ©2008 Paul Isakson

MODERN MARKETING “Our belief is that marketing and product have converged. The consumer doesn’t separate the marketing experience from the product experience.” Ajaz Ahmed Founder & Chairman AQKA March 2008 Source: Advertising Age - http://adage.com/article?article_id=125664 ©2008 Paul Isakson

THE PRODUCT IS THE MARKETING ©2008 Paul Isakson

THE PRODUCT IS THE MARKETING ©2008 Paul Isakson

THE PRODUCT IS THE MARKETING ©2008 Paul Isakson

THE PRODUCT IS THE MARKETING ©2008 Paul Isakson

GREAT. BUT MY PRODUCT ISN’T COOL. ©2008 Paul Isakson

WHAT CAN I DO??? ©2008 Paul Isakson

WELL, FRANKLY YOU’RE SCREWED. ©2008 Paul Isakson

J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K ©2008 Paul Isakson

ADD VALUE THROUGH CONTENT. ©2008 Paul Isakson

CONTENT IS THE NEW CURRENCY ©2008 Paul Isakson

OR, AS TRACY MORGAN WOULD SAY ©2008 Paul Isakson

CONTENT IS THE NEW PRESIDENT, BITCH. ©2008 Paul Isakson

PEOPLE WILL PAY FOR GREAT CONTENT. ©2008 Paul Isakson

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 ©2008 Paul Isakson

BRANDS WILL PAY FOR GREAT CONTENT. ©2008 Paul Isakson

CONTENT IS THE NEW CURRENCY ©2008 Paul Isakson

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 Hicks CEO Crispin Porter + Bogusky October 2006 Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/ ©2008 Paul Isakson

ENGAGEMENT ©2008 Paul Isakson

ENGAGEMENT “The days of making funny things that may or may not have an effect on the client's business are ending.” Jeff Benjamin Interactive Creative Director Crispin Porter + Bogusky March 2008 Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd ©2008 Paul Isakson

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 ©2008 Paul Isakson

ENGAGEMENT 16 QUARTERS OF CONSECUTIVE GROWTH Source: BusinessWeek - http://www.businessweek.com/the_thread/brandnewday/archives/2008/02/crispin_downloa_1.html ©2008 Paul Isakson

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 ©2008 Paul Isakson

ENGAGEMENT ©2008 Paul Isakson

ENGAGEMENT ©2008 Paul Isakson

UTILITY ©2008 Paul Isakson

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 Palmer CEO / Owner The Barbarian Group October 2006 Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html ©2008 Paul Isakson

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 Law Chief Creative Officer, North America R/GA March 2008 Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd ©2008 Paul Isakson

UTILITY ©2008 Paul Isakson

UTILITY “[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.” Nick Law Chief Creative Officer, North America R/GA April 2007 Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893 ©2008 Paul Isakson

UTILITY ©2008 Paul Isakson

UTILITY ©2008 Paul Isakson

UTILITY ©2008 Paul Isakson

HOW DO WE CREATE THIS KIND OF MARKETING? ©2008 Paul Isakson

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 Morita Co-Founder Sony 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 ) ©2008 Paul Isakson

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 Jobs Co-Founder, Chairman & CEO Apple May 1998 Source: BusinessWeek - http://www.businessweek.com/1998/21/b3579165.htm ©2008 Paul Isakson

UNCOVER RICH CONSUMER INSIGHTS ©2008 Paul Isakson

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 Lang CEO Digitas USA March 2008 Source: Advertising Age - http://adage.com/article?article_id=125670 ©2008 Paul Isakson

HOW DO WE UNCOVER THESE INSIGHTS? ©2008 Paul Isakson

OBSERVE + LISTEN ©2008 Paul Isakson

TRADITIONAL METHODS FOCUS GROUPS 1x1 INTERVIEWS ETHNOGRAPHIC STUDIES CULTURAL ANTHROPOLOGY SURVEYS USABILITY TESTING / LABS ©2008 Paul Isakson

EMERGING METHODS ©2008 Paul Isakson

DIGITAL ANTHROPOLOGY del.icio.us ©2008 Paul Isakson

COLLABORATION ©2008 Paul Isakson

COLLABORATION COMPANY INNOVATION INFORMATION & CONTENT & INPUT BETTER BRANDS AGENCY INSIGHTS CONSUMERS & IDEAS ©2008 Paul Isakson

COLLABORATION ©2008 Paul Isakson

COLLABORATION ©2008 Paul Isakson

IF YOU ONLY REMEMBER ONE THING… ©2008 Paul Isakson

MODERN MARKETING = MAKING PEOPLE’S LIVES BETTER. ©2008 Paul Isakson

THE END ©2008 Paul Isakson

?s ©2008 Paul Isakson

IF YOU WANT TO READ MORE OF WHAT I’M THINKING… http://paulisakson.typepad.com/ ©2008 Paul Isakson

THA NKS ©2008 Paul Isakson

IMAGE CREDITS IMG_6515 iPhone Tony de Marco e-Learning content authoring Flickr Google Loves The iPhone Anonymous at Scientology in Los Angeles Wii sklathill Networking Audio/Video Flickr X-OOM Software Brings Media Streaming To The Wii Brick Tamland Wallpaper Starbucks Coffee Anchorman The Movie Web Site Boston.com Brick Wallpaper Aging Music Heroes' Haven Bloc Party Crowd @ Ogden Theatre Tracy Morgan Paul Isakson Saturday Night Live Flickr Black Is The New President, Bitch Google Screen Grab Ghosts I - IV Google Nine Inch Nails Google.com Ghosts.nin.com

IMAGE CREDITS RCRD LBL_ + Widgets Nike+ RCRD LBL Healthy Living NYC rcrdlbl.com Every Step You Take... Whopper Freakout Domino’s Pizza Builder Burger King Domino’s Pizza WhopperFreakout.com Dominos.com Shave Everywhere Domino’s BFD Pizza Builder Philips / Norelco Adverblog & Domino’s Pizza ShaveEverywhere.com Domino's Pizza Builder & Dominos.com The Coke Zero Game My Vegas Coca-Cola Company Logic + Emotion CokeZeroGame.com My Vegas Is Showing: Brand Utility + Event Based Social Networking The Coke Zero Game Digital Ethnography + Anthropology Coca-Cola Company All logos taken from their respective Web sites. CokeZeroGame.com

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/ paul.isakson@gmail.com

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