Date post: | 17-Oct-2014 |
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IN MARKETING + ADVERTISING
WHAT’S NEXT
©2008 Paul Isakson
THEFUTURE OFADVERTISING
©2008 Paul Isakson
THERE ISN’T ANY.
©2008 Paul Isakson
THEEND
©2008 Paul Isakson
J/KJ/KJ/KJ/K
J/KJ/KJ/KJ/K
J/KJ/KJ/KJ/K
J/KJ/KJ/KJ/K
©2008 Paul Isakson
THEFUTURE OFMARKETING
©2008 Paul Isakson
TOPICS / AGENDA
BRANDSOLD MARKETINGNEW MARKETING
INNOVATIONENGAGEMENT
UTILITYINSIGHT
©2008 Paul Isakson
BRANDS &BRANDING HAVEN’TCHANGED
©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 MEWELL, ANDI’LL RETURNTHE FAVOR.
©2008 Paul Isakson
OLDMARKETING
©2008 Paul Isakson
OLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER ©2008 Paul Isakson
©2008 Paul Isakson
THIS ISN’TWORKING.
©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
MODERNMARKETING
©2008 Paul Isakson
MODERN MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
ADVERTISING
CONSUMER
CRM
©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 CANYOU CREATEBRAND FANS?
©2008 Paul Isakson
DELIVERVALUETHROUGHMARKETING.
©2008 Paul Isakson
OR, MORESIMPLYPUT…
©2008 Paul Isakson
MAKEPEOPLE’SLIVESBETTER.
©2008 Paul Isakson
O.K. SOUNDSSIMPLEENOUGH.
©2008 Paul Isakson
SO HOW CANWE DO THIS?
©2008 Paul Isakson
PRODUCTINNOVATION
©2008 Paul Isakson
BUILD THE MARKETING INTO THE PRODUCT.
©2008 Paul Isakson
MAKE THE PRODUCT SOGREAT, PEOPLECAN’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 PRODUCTISN’T COOL.
©2008 Paul Isakson
WHAT CANI DO???
©2008 Paul Isakson
WELL,FRANKLYYOU’RESCREWED.
©2008 Paul Isakson
J/KJ/KJ/KJ/K
J/KJ/KJ/KJ/K
J/KJ/KJ/KJ/K
J/KJ/KJ/KJ/K
©2008 Paul Isakson
ADD VALUETHROUGHCONTENT.
©2008 Paul Isakson
CONTENTIS THENEWCURRENCY
©2008 Paul Isakson
OR, AS TRACYMORGANWOULD SAY
©2008 Paul Isakson
CONTENT IS THE NEW PRESIDENT, BITCH.
©2008 Paul Isakson
PEOPLE WILLPAY FORGREATCONTENT.
©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 WILLPAY FORGREATCONTENT.
©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 DOWE CREATETHIS KIND OFMARKETING?
©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
UNCOVERRICHCONSUMERINSIGHTS
©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 DOWE UNCOVERTHESEINSIGHTS?
©2008 Paul Isakson
OBSERVE+
LISTEN©2008 Paul Isakson
TRADITIONAL METHODS
FOCUS GROUPS1x1 INTERVIEWS
ETHNOGRAPHIC STUDIESCULTURAL ANTHROPOLOGY
SURVEYSUSABILITY TESTING / LABS
©2008 Paul Isakson
EMERGINGMETHODS
©2008 Paul Isakson
DIGITAL ANTHROPOLOGY
del.icio.us
©2008 Paul Isakson
COLLABORATION
©2008 Paul Isakson
COLLABORATION
AGENCY CONSUMERS
COMPANY
INFORMATION& INPUT
INSIGHTS & IDEAS
INNOVATION& CONTENT
BETTERBRANDS
©2008 Paul Isakson
COLLABORATION
©2008 Paul Isakson
COLLABORATION
©2008 Paul Isakson
IF YOU ONLYREMEMBERONE THING…
©2008 Paul Isakson
MODERN MARKETING =MAKING PEOPLE’SLIVES BETTER.
©2008 Paul Isakson
THEEND
©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
THANKS
©2008 Paul Isakson
IMAGE CREDITS
IMG_6515Tony de MarcoFlickr
Anonymous at Scientology in Los AngelessklathillFlickr
Brick Tamland WallpaperAnchorman The Movie Web SiteBrick Wallpaper
Bloc Party Crowd @ Ogden TheatrePaul IsaksonFlickr
Google Screen GrabGoogleGoogle.com
iPhonee-Learning content authoringGoogle Loves The iPhone
WiiNetworking Audio/VideoX-OOM Software Brings Media Streaming To The Wii
Starbucks CoffeeBoston.comAging Music Heroes' Haven
Tracy MorganSaturday Night LiveBlack Is The New President, Bitch
Ghosts I - IVNine Inch NailsGhosts.nin.com
IMAGE CREDITS
RCRD LBL_ + WidgetsRCRD LBLrcrdlbl.com
Whopper FreakoutBurger KingWhopperFreakout.com
Shave EverywherePhilips / NorelcoShaveEverywhere.com
The Coke Zero GameCoca-Cola CompanyCokeZeroGame.com
The Coke Zero GameCoca-Cola CompanyCokeZeroGame.com
Nike+Healthy Living NYCEvery Step You Take...
Domino’s Pizza BuilderDomino’s PizzaDominos.com
Domino’s BFD Pizza BuilderAdverblog & Domino’s PizzaDomino's Pizza Builder & Dominos.com
My VegasLogic + EmotionMy Vegas Is Showing: Brand Utility + Event Based Social Networking
Digital Ethnography + AnthropologyAll logos taken from their respective Web sites.
IMAGE CREDITS
Consumer CollaborationPaul Isakson[paul isakson]
KlusterKlusterKluster.com
My Starbucks IdeaStarbucksMyStarbucksIdea.com
CONTACT ME
PAUL ISAKSONSenior Strategic Planner space150
http://www.paulisakson.com/[email protected]