Contenu connexe Similaire à Future of Marketing is Collaborative Similaire à Future of Marketing is Collaborative (7) Future of Marketing is Collaborative1. ?
WHATʼS
NEXT IN
MARKETING
AND
ADVERTISING
2009
IO 0 D
A DE
U N
IT 6
N
TE
ED B
EX
©2009 Paul Isakson
2. An Updated
Updated Look
At The Future
Of Marketing
And Advertising
Paul Isakson
Head of Strategy
space150
©2009 Paul Isakson
3. What we’ll cover:
Where we are today
The future of marketing is...
A few thoughts for getting there
The Next 60 Years
©2009 Paul Isakson
5. "Your clients are in
THINGS (STILL)
trouble. They are looking
to you to save them. The
ad inventory that has
AREN’T WORKING
been sold for the last 50
years no longer works,
LIKE THEY
and marketers have
started to figure that out."
USED TOJohn Stratton
CMO
Verizon Wireless
©2009 Paul Isakson
6. "Your clients are in
trouble. They are looking
to you to save them. The
ad inventory that has
been sold for the last 50
years no longer works,
and marketers have
started to figure that out."
John Stratton
CMO
Verizon Wireless
©2009 Paul Isakson
12. cheap
piss
©2009 Paul Isakson brandtags.net
13. gross
crap
©2009 Paul Isakson brandtags.net
14. watery
redneck
yuck
©2009 Paul Isakson brandtags.net
15. swill
funny
white
trash
shit
©2009 Paul Isakson brandtags.net
19. THE WAY PEOPLE
SHOP HAS EVOLVED
©2009 Paul Isakson Flickr // prettywar-stl
20. “A revolution doesn't
happen when a society
adopts new tools. It
happens when society
adopts new behaviours...”
Clay Shirky
Author, Consultant, Professor at NYU
Us Now (Film)
©2009 Paul Isakson Flickr // Rain Rabbit
21. “A revolution doesn't
A REVOLUTION
happen when a society
adopts new tools. It
happens when society
IS IN PROCESS
adopts new behaviours...”
Clay Shirky
Author, Consultant, Professor at NYU
Us Now (Film)
©2009 Paul Isakson Flickr // Rain Rabbit
22. IT’S TIME FOR
MARKETERS TO
ADOPT NEW
BEHAVIORS
©2009 Paul Isakson Flickr // Andrew Huff
23. THE FUTURE OF
MARKETING IS NOT
ABOUT DOING AND
SAYING THINGS
TO PEOPLE
©2009 Paul Isakson Flickr // Arnisto.com
24. THE FUTURE OF
MARKETING IS
ABOUT DOING
THINGS WITH AND
FOR PEOPLE
©2009 Paul Isakson
34. THE FUTURE OF
MARKETING IS
IMAGINATIVE
Hasbro / Monopoly
©2009 Paul Isakson
38. THE FUTURE OF
MARKETING IS
SUPPORTIVE
Mini iPhone App
©2009 Paul Isakson
44. THE FUTURE OF
MARKETING IS
INFORMATIVE
Layar
©2009 Paul Isakson
49. ©2009 Paul Isakson
http://www.nytimes.com/2009/09/05/technology/companies/05amazon.html
56. THE FUTURE OF
MARKETING IS
ADVENTUROUS
©2009 Paul Isakson
ROKU’s Reward / HP
61. START
(TRULY)
LISTENING
©2009 Paul Isakson Flickr // Patricil
62. Listen for rich
insights related to
your brand about
what people really
want and need.
©2009 Paul Isakson Flickr // EssG
64. “Our focus should be not on
emerging technologies but on
emerging cultural practices.”
Henry Jenkins
Author, Professor at MIT
Confessions of an Aca-Fan
Eight Traits of the New Media Landscape
©2009 Paul Isakson
66. THE BEST WAY TO
GET PEOPLE TO DO
STUFF WITH YOU IS
TO FIRST JOIN THEM
IN WHAT THEY ARE
ALREADY DOING.
©2009 Paul Isakson Flickr // paulisakson
67. IF YOU THINK THE
WORLD IS AN AUDIENCE
EHT KNIHT
.ETISOPPO
©2009 Paul Isakson
69. "Your brand is no stronger than your
reputation — and will increasingly depend
on what comes up when you are Googled."
Allan Jenkins
Global Communications Consultant
©2009 Paul Isakson
70. IT’S NOT WHAT
YOU SAY THAT
MATTERS, IT’S
WHAT YOU DO.
©2009 Paul Isakson
73. ©2009 Paul Isakson http://paulisakson.typepad.com/planning/2009/09/the-next-60-years-in-advertising.html
74. “The future of advertising lies in making
less advertising...
Digital is a mindset not a channel. It's
about doing stuff not saying stuff...
Great brands today have a cultural
mission not just a commercial proposition.”
Gareth Kay
Director of Digital Strategy
Goodby, Silverstein & Partners
©2009 Paul Isakson
75. “Advertising will become
about the customer rather
than the client and/or the
agency. Or it will die.”
John Dodds
Marketing/Business Consultant
U.K. & U.S.
©2009 Paul Isakson
76. “It'll be the same as today but with 60
years more talk.
Adland needs to understand the future is
not a pre-determined destination, but
something you have to make happen and
spouting off without consistently doing
anything isn't going to make things
happen except further undermine the value
adland can make on business and - to a
certain extent - society.”
Rob Campbell
Partner / Creative Planning Director
Cynic (Hong Kong)
©2009 Paul Isakson
77. “The future of advertising and marketing
is entirely dependent on the future of
business.
As businesses evolve to serve customers,
marketing and what we call advertising
will become more and more meshed in the
customer experience.
But it will be business strategy that will
define how the new forms of marketing
and customer service work in the world...”
Rohn Jay Miller
Strategic Director
IconNicholson
©2009 Paul Isakson
78. “The best way to predict 60 years into the future
of advertising is to look 120+ years into the past.
In that case, I think advertising will be the exact
same as it is today.
Look at the advertising from the 1870s, 1880s,
1890s. It is - in obvious ways - the same as it is
today. We are still using the same tactics
(celebrity endorsements, problem-solution,
money-back guarantees, values-based
messaging, 'status through product' pitches, the
personal sell, slice of life, call to actions, the
evocation of 'social sorting' cues, etc.). After ~140
years, the faces and products in the ads are
different, but the tactics and messages are still
the same.”
Leland Maschmeyer
Director of Strategy
COLLINS
©2009 Paul Isakson
79. “It’s easy to imagine that not only are we
in the middle of an evolution but
essentially in a perpetual evolution as
many of the structural barriers to building
brands or barriers to entry to market
broadly have dissolved. There will not be a
single new model, but many, diverse, and
disparate models.”
Brett MacFarlane
Account Director / Integrated Brand Strategist
DDB Canada
©2009 Paul Isakson
80. “Will you survive the digital tsunami?”
John Winsor
VP/ Executive Director of Strategy & Product Innovation
Crispin Porter + Bogusky
©2009 Paul Isakson
83. Paul Isakson
Head of Strategy
space150
blog / paulisakson.com
twitter / @paulisakson
email / paul.isakson@gmail.com
84. ?
WHATʼS
NEXT IN
MARKETING
AND
ADVERTISING
2009
IO 0 D
A DE
U N
IT 6
N
TE
ED B
EX
©2009 Paul Isakson