WHAT’S NEXT IN MARKETING + ADVERTISING
THE FUTURE OFMARKETING
BRANDS & BRANDING HAVEN’TCHANGED
BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.
BRANDING = USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND PERCEPTIONS OF, THE BRAND.
BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGHCONSISTENTPOSITIVEEXPERIENCES & ENGAGEMENTS WITH A PRODUCT, SERVICE OR COMPANY.
TREAT ME WELL, ANDI’LL RETURN THE FAVOR.
OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
THIS ISN’T WORKING.
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
MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
HOW CAN YOU CREATEBRAND FANS?
DELIVER VALUE THROUGH MARKETING.
OR, MORE SIMPLY PUT…
MAKE PEOPLES’ LIVES BETTER.
SO HOW CAN WE DO THIS?
MAKE THE PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT.
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
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/
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
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
GREAT. BUT MY PRODUCTISN’T COOL.
WHAT CAN I DO???
ADD VALUE THROUGH CONTENT.
CONTENT IS THE NEW CURRENCY
PEOPLE WILL PAY FOR GREAT CONTENT.
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/
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
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
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
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
HOW DO WE CREATE THIS KIND OF MARKETING?
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 )
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
UNCOVER RICH CONSUMER INSIGHTS
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
HOW DOWE UNCOVER THESE INSIGHTS?