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THE
FUTURE
OF
MARKETING
TOPICS / AGENDA
BRANDS
OLD MARKETING
NEW MARKETING
INNOVATION
ENGAGEMENT
UTILITY
INSIGHT
BRANDS &
BRANDING
HAVEN’T
CHANGED
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 THROUGH
CONSISTENT POSITIVE
EXPERIENCES &
ENGAGEMENTS WITH A
PRODUCT, SERVICE OR
COMPANY.
TREAT ME
WELL, AND
I’LL RETURN
THE FAVOR.
OLD
MARKETING
OLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
THIS ISN’T
WORKING.
“I DON’T KNOW
WHAT WE’RE
YELLING ABOUT!!!”
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
MODERN MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
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
HOW CAN
YOU CREATE
BRAND FANS?
DELIVER
VALUE
THROUGH
MARKETING.
OR, MORE
SIMPLY
PUT…
MAKE
PEOPLES’
LIVES
BETTER.
O.K. SOUNDS
SIMPLE
ENOUGH.
SO HOW CAN
WE DO THIS?
PRODUCT
INNOVATION
BUILD THE
MARKETING INTO
THE PRODUCT.
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
THE PRODUCT IS THE MARKETING
THE PRODUCT IS THE MARKETING
THE PRODUCT IS THE MARKETING
THE PRODUCT IS THE MARKETING
GREAT.
BUT MY
PRODUCT
ISN’T COOL.
WHAT CAN
I DO???
WELL,
FRANKLY
YOU’RE
SCREWED.
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
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
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
ENGAGEMENT
16 QUARTERS OF
CONSECUTIVE
GROWTH
Source: BusinessWeek - http://www.businessweek.com/the_thread/brandnewday/archives/2008/02/crispin_downloa_1.html
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
ENGAGEMENT
ENGAGEMENT
UTILITY
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
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
UTILITY
UTILITY
UTILITY
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 DO
WE UNCOVER
THESE
INSIGHTS?
OBSERVE
+
LISTEN
TRADITIONAL METHODS
FOCUS GROUPS
1x1 INTERVIEWS
ETHNOGRAPHIC STUDIES
CULTURAL ANTHROPOLOGY
SURVEYS
USABILITY TESTING / LABS
EMERGING
METHODS
DIGITAL ETHNOGRAPHY & ANTHROPOLOGY
del.icio.us
COLLABORATION
COLLABORATION
COMPANY
INNOVATION
& CONTENT
INFORMATION
& INPUT
BETTER
BRANDS
AGENCY
INSIGHTS
& IDEAS
CONSUMERS
COLLABORATION
COLLABORATION
IF YOU ONLY
REMEMBER
ONE THING…
MODERN
MARKETING =
MAKING PEOPLES’
LIVES BETTER.