WHATS NEXT

MOVING FROM ADVERTISING TO MARKETING

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CONSIDER THIS
People have more content choices in more places Theyre busy creating their own content
Create a blog
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or a website
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Caller ID

People dont need advertising anymore to tell them about new products. And if they want to find out, they will on their terms.

SO WHATS THE FUTURE OF ADVERTISING

THERE ISNT ANY.

ACTUALLY

THE FUTURE OF ADVERTISING IS MARKETING

THE BRAND STILL MATTERS.

BRAND
COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.

BRANDING
USING MARKETING TO INFLUENCE PEOPLES ATTITUDES TOWARDS, AND BEHAVIOR WITH, THE BRAND.

perception

influence perception

BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH THE BRAND.

SO WHAT CHANGES?

EVERYTHING ELSE

STARTING WITH OUR ATTITUDE.

STOP START
Interrupting Directing Shouting High-powered messages Reacting Return on investment Big promises Explaining Engaging Connecting Enticing Engaging content Interacting Return on involvement Intimate gestures Revealing/Discovering

HOW DO WE GET THERE?

we create MARKETING SOLUTIONS not ADS.

MARKETING SOLUTIONS
GO BEYOND COMMERCIAL MESSAGES. SOLVE SOMETHING. INVOLVE PEOPLE. ENABLE PEOPLE. ALLOW PEOPLE TO PARTICIPATE. CREATE BRAND FANS. DELIVER VALUE.

HOW CAN WE CREATE BRAND FANS?

DELIVER VALUE.

OR, MORE SIMPLY PUT

MAKE PEOPLES LIVES BETTER.

THAT SOUNDS BIG.

BUT HERES WHAT IT COMES DOWN TO.

WE STOP PITCHING PEOPLE WITH MESSAGES.

WE START PROVIDING USEFUL CONTENT.

CONTENT IS THE NEW CURRENCY

[The agencys 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/

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

CONTENT IS THE NEW CURRENCY

3 Days = $9.6 Million

Source: Daily Swarm

CONTENT IS THE NEW CURRENCY

17 year old = $1 Million selling MySpace layouts

USEFUL CONTENT

[Branded Utility] is where the brand creates a commitment to a relationship. Its where the brand creates something useful to you, something thats 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

USEFUL CONTENT

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

USEFUL CONTENT

USEFUL CONTENT

[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

USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

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USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

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

ONE MORE THOUGHT.

IN A MARKETING WORLD...

CONTEXT MATTERS.

SO MAYBE THE EXPERIENCE SHOULD BE AT THE CENTER OF MORE OF WHAT WE DO.

BUT CONSIDER THIS TOO

THERE ARE MORE PLACES, CONTEXTS, & TOOLS FOR ENGAGING WITH OUR CONTENT THAN EVER.
HBO ITUNES FLICKR MYSPACE FACEBOOK ABC LOST THE LOST BLOG THE LOST DVD SET ABC.COM AMERICAN IDOL FOX IDOLS ON ITUNES IDOLS ON TOUR EBLOGGER TYPEPAD IPHONE iLIFE YOU TUBE XBOX Wii TiVO iPOD BLACKBERRY PLAYSTATION TRAVEL & LEISURE AT THE RESORT ON THE PLANE WIDGETS GADGETS MSN.COM GOOGLE WIKIPEDIA

HOW CAN WE MAKE THEM ALL WORK TOGETHER?

NOT A BUNCH OF COOL BUT SEPARATE IDEAS

ONE IDEA BROUGHT TO LIFE IN DIFFERENT WAYS IN DIFFERENT PLACES.

Interactive
People can participate So, what are we asking them to do? How are they engaging? Is our content useful?

Goal:
One idea working in all contexts taking advantage of the strengths of each.

Mobile
You can take it with you. So, what content are we providing that people would want to take with them?

TV
Big draw power & high on entertainment value. What role can TV play? Can we use it differently?

Idea Roadmap
inventory of ideas
Take it with you. What content would people want to take with them?

TV:
Big draw power & high on entertainment value. What role can TV play? Can we use it differently?

Drive people to discover, participate, engage

Website:

Mobile:

Print:
Ask questions, Provoke URL SMS

Brochure:

Text for more information

Vehicle Displays:

Organizing idea Working in all contexts

Driving Trial:

Social Networking/ Communities of Interest:

Casual Gaming:

IF YOU ONLY REMEMBER ONE THING

OUR FUTURE = CREATING USEFUL CONTENT THAT MAKES PEOPLES LIVES BETTER.

THOUGHTS ON THE FUTURE

The future is here it just isnt widely distributed yet.

- William Gibson

The best way to predict your future is to create it.

- Abraham Lincoln

LETS MAKE SURE WERE LEADING THAT INDUSTRY.

APPENDIX

SUMMARY

Shifting from Advertising To Marketing

create MARKETING SOLUTIONS not ADS Get beyond commercial messages. Solve something. Involve people. Enable them. Let them Participate.

dont forget the BRAND Is the brand central to the idea? Are we allowing for experiences that will get people engaged and ultimately move product?

The Idea

create USEFUL CONTENT Content & tools that make life better in some way.

think CONTEXT Think of all of the places, the touch points, where people could engage with our content. What are they seeking there. The way they use media and technology will influence our content.

CREDITS

Paul Isakson - Senior Strategic Planner - space15 Uwe Gutschow & Don Longfellow - Saatchi & Saatchi LA Microsoft Digital Advertising Solutions, Museum video

Nike+ Healthy Living NYC Every Step You Take...

Lego Lego Factory

Lego.com

Dominos Pizza Builder Dominos Pizza Dominos.com

M&M Customise message Mymms.com

My Vegas Logic + Emotion My Vegas Is Showing: Brand Utility + Event Based Social Networking

Jeep Camp Jeep jeep.com