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IN MARKETING + ADVERTISING

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

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IN MARKETING + ADVERTISING

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  1. WHAT’S NEXT IN MARKETING + ADVERTISING

  2. THE FUTURE OFADVERTISING

  3. THERE ISN’T ANY.

  4. THE END

  5. 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

  6. THE FUTURE OFMARKETING

  7. TOPICS / AGENDA • BRANDS • OLD MARKETING • NEW MARKETING • INNOVATION • ENGAGEMENT • UTILITY • INSIGHT

  8. BRANDS & BRANDING HAVEN’TCHANGED

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

  10. BRANDING = USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND PERCEPTIONS OF, THE BRAND.

  11. BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGHCONSISTENTPOSITIVEEXPERIENCES & ENGAGEMENTS WITH A PRODUCT, SERVICE OR COMPANY.

  12. TREAT ME WELL, ANDI’LL RETURN THE FAVOR.

  13. OLD MARKETING

  14. OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER

  15. THIS ISN’T WORKING.

  16. “I DON’T KNOW WHAT WE’RE YELLING ABOUT!!!”

  17. 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

  18. MODERN MARKETING

  19. MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER

  20. 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

  21. HOW CAN YOU CREATEBRAND FANS?

  22. DELIVER VALUE THROUGH MARKETING.

  23. OR, MORE SIMPLY PUT…

  24. MAKE PEOPLES’ LIVES BETTER.

  25. O.K. SOUNDS SIMPLE ENOUGH.

  26. SO HOW CAN WE DO THIS?

  27. PRODUCT INNOVATION

  28. BUILD THE MARKETING INTO THE PRODUCT.

  29. MAKE THE PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT.

  30. 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

  31. 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/

  32. 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

  33. 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

  34. THE PRODUCT IS THE MARKETING

  35. THE PRODUCT IS THE MARKETING

  36. THE PRODUCT IS THE MARKETING

  37. THE PRODUCT IS THE MARKETING

  38. GREAT. BUT MY PRODUCTISN’T COOL.

  39. WHAT CAN I DO???

  40. WELL, FRANKLY YOU’RE SCREWED.

  41. 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

  42. ADD VALUE THROUGH CONTENT.

  43. CONTENT IS THE NEW CURRENCY

  44. OR, AS TRACYMORGAN WOULD SAY

  45. CONTENT IS THE NEW PRESIDENT, BITCH.

  46. PEOPLE WILL PAY FOR GREAT CONTENT.

  47. 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

  48. BRANDS WILL PAY FOR GREAT CONTENT.

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