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The future of advertising. Matt Dickman//Fleishman-Hillard//MCAD//MIMA//March 17, 2008
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The future of advertising.
Matt Dickman//Fleishman-Hillard//MCAD//MIMA//March 17, 2008
Welcome.
First, let’s make a deal.
About me.
http://www.google.com/search?&q=matt+dickman
The foundation for tomorrow is here today.
If you don’t like change, you’re going to like
irrelevance even less.General Eric Shineski,
Retired Chief of Staff, U.S. Army
The world has changed.
1.0 2.0
3.0
The faces have changed.
“The best idea is boss”-CP+B
The roadmap changed.
The language changed.
<html><head><title>The web changed things.</title></head><body>Hello World!</body></html>
The pace changed.
Choice is growing exponentially.
Marketers are at a crossroads.
Most agencies were not built for dialogue.
Traditional digital is running rampant.
Most marketers on Facebook use it as a broadcast platform.
They were created to push.
And shout.
Sometimes that works.
Advertising is better at emotion.
http://youtube.com/watch?v=NRAhyl1fC4w
It just doesn’t work in a vacuum.
Or a silo.
PR
Advertising
PR
Advertising
Interactive
Interactive
PR
Interactive
Advertising
Today.
PR
Advertising
Interactive
Tomorrow.
PRAdvertisingInteractive
Marketing
Experiences rule.
Storytelling is a must.
Creating and enabling fans.
1-to-1.
Location agnostic.
Portable.
Widgets are portable, brand gateways.
Time agnostic.
We have to listen and adapt.
End of interruption.
Social media will be the standard.
It’s all social.
It’s all personal.
The “me” economy.
15 megabytes is the new 15 minutes.
Consumer buzz can be great.
Or really bad.
Hurricane Kohls.
Paul McEnany | http://heehawmarketing.typepad.com
Wal-Mart flog.
Either way, it spreads quickly.
They don’t call it viral for nothing.
We have to keep our eyes open.
And look below the surface.
Micromedia.
Minneapolis bridge collapse.
Bridge collapses - 6:00pm
I hear about it on Twitter a little after 6pm.
The story unfolds.
29 minutes
45 minutes
45 minutes
49 minutes
Mainstream media catches up.
1 hour
Some alert friends.
1 hour 42 minutes
Some ask questions.
3 hours 8 minutes
Some reflect back.
People upload images.
Distributed through widgets.
And through mashups.
There are even new worlds to explore.
Marketing
Put strategy first.
Adding value should be the goal.
