What's Next in Advertising

WHAT’S NEXT IN MARKETING + ADVERTISING

THE FUTURE OF ADVERTISING

THERE ISN’T ANY.

THE END

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

THE FUTURE OF MARKETING

TOPICS / AGENDA

BRANDS OLD MARKETING NEW MARKETING INNOVATION ENGAGEMENT UTILITY INSIGHT

BRANDS & BRANDING HAVEN’T CHANGED

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 ME WELL, AND I’LL RETURN THE FAVOR.

OLD MARKETING

OLD MARKETING

PRODUCT

PACKAGING DISTRIBUTION CRM ADVERTISING

CONSUMER

THIS ISN’T WORKING.

“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 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

MODERN MARKETING

MODERN MARKETING

PRODUCT

PACKAGING DISTRIBUTION CRM ADVERTISING

CONSUMER

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

HOW CAN YOU CREATE BRAND FANS?

DELIVER VALUE THROUGH MARKETING.

OR, MORE SIMPLY PUT…

MAKE PEOPLES’ LIVES BETTER.

O.K. SOUNDS SIMPLE ENOUGH.

SO HOW CAN WE DO THIS?

PRODUCT INNOVATION

BUILD THE MARKETING INTO THE PRODUCT.

MAKE THE PRODUCT SO GREAT, PEOPLE CAN’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 Godin Author / Speaker / Marketing Expert Purple Cow 2002

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 Hicks CEO Crispin Porter + Bogusky October 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 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

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

THE PRODUCT IS THE MARKETING

THE PRODUCT IS THE MARKETING

THE PRODUCT IS THE MARKETING

THE PRODUCT IS THE MARKETING

GREAT. BUT MY PRODUCT ISN’T COOL.

WHAT CAN I DO???

WELL, FRANKLY YOU’RE SCREWED.

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

ADD VALUE THROUGH CONTENT.

CONTENT IS THE NEW CURRENCY

OR, AS TRACY MORGAN WOULD SAY

CONTENT IS THE NEW PRESIDENT, BITCH.

PEOPLE WILL PAY FOR GREAT CONTENT.

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 WILL PAY FOR GREAT CONTENT.

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 Hicks CEO Crispin Porter + Bogusky October 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 Benjamin Interactive Creative Director Crispin Porter + Bogusky March 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 Palmer CEO / Owner The Barbarian Group October 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 Law Chief Creative Officer, North America R/GA March 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 Law Chief Creative Officer, North America R/GA April 2007

Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893

UTILITY

UTILITY

UTILITY

HOW DO WE CREATE THIS KIND OF MARKETING?

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 )

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

UNCOVER RICH CONSUMER INSIGHTS

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

HOW DO WE UNCOVER THESE INSIGHTS?

OBSERVE + LISTEN

TRADITIONAL METHODS

FOCUS GROUPS 1x1 INTERVIEWS ETHNOGRAPHIC STUDIES CULTURAL ANTHROPOLOGY SURVEYS USABILITY TESTING / LABS

EMERGING METHODS

DIGITAL ETHNOGRAPHY & ANTHROPOLOGY

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COLLABORATION

COLLABORATION

COMPANY

INNOVATION & CONTENT

INFORMATION & INPUT

BETTER BRANDS

AGENCY

INSIGHTS & IDEAS

CONSUMERS

COLLABORATION

COLLABORATION

IF YOU ONLY REMEMBER ONE THING…

MODERN MARKETING = MAKING PEOPLES’ LIVES BETTER.

THE END

?s

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

THA NKS

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