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
del.icio.us
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
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