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MOVING FROM ADVERTISING TO MARKETING

WHAT’S NEXT. MOVING FROM ADVERTISING TO MARKETING. http://youtube.com/watch?v=12h0LoA_a5k. CONSIDER THIS…. People have more content choices in more places…. They’re busy creating their own content…. Create a blog. +. or a website. And they can block us out…. .com. iTunes. Caller ID.

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MOVING FROM ADVERTISING TO MARKETING

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  1. WHAT’S NEXT MOVING FROM ADVERTISING TO MARKETING

  2. http://youtube.com/watch?v=12h0LoA_a5k

  3. CONSIDER THIS… People have more content choices in more places… They’re busy creating their own content… Create a blog + or a website And they can block us out… .com iTunes Caller ID

  4. People don’t need advertising anymore to tell them about new products. And if they want to find out, they will on their terms.

  5. SO WHAT’S THE FUTURE OFADVERTISING

  6. THERE ISN’T ANY.

  7. ACTUALLY…

  8. THE FUTURE OFADVERTISING IS MARKETING

  9. THE BRAND STILL MATTERS.

  10. BRAND BRANDING COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND BEHAVIOR WITH, THE BRAND. perception influence perception

  11. BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGHCONSISTENTPOSITIVEEXPERIENCES & ENGAGEMENTS WITH THE BRAND.

  12. SO WHAT CHANGES?

  13. EVERYTHING ELSE

  14. STARTING WITH OUR ATTITUDE.

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

  16. HOW DO WE GET THERE?

  17. we create MARKETING SOLUTIONS not ADS.

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

  19. HOW CAN WE CREATEBRAND FANS?

  20. DELIVER VALUE.

  21. OR, MORE SIMPLY PUT…

  22. MAKE PEOPLES’ LIVES BETTER.

  23. THAT SOUNDS BIG.

  24. BUT HERE’S WHAT IT COMES DOWN TO.

  25. WE STOP PITCHING PEOPLE WITH MESSAGES.

  26. WE START PROVIDING USEFUL CONTENT.

  27. 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/

  28. PEOPLE WILL PAY FOR GREAT CONTENT.

  29. 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

  30. CONTENT IS THE NEW CURRENCY 3 Days = $9.6 Million Source: Daily Swarm

  31. CONTENT IS THE NEW CURRENCY 17 year old = $1 Million selling MySpace layouts

  32. USEFUL CONTENT • “[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

  33. 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

  34. USEFUL CONTENT

  35. 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

  36. USEFUL CONTENT

  37. USEFUL CONTENT

  38. USEFUL CONTENT

  39. USEFUL CONTENT

  40. USEFUL CONTENT

  41. USEFUL CONTENT

  42. USEFUL CONTENT

  43. USEFUL CONTENT

  44. USEFUL CONTENT

  45. USEFUL CONTENT

  46. USEFUL CONTENT

  47. 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

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