Death of the Madmen - New Marketing in a Post-Digital World

PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Death of the Madmen
New Marketing in a
Post-Digital World
Thom Kennon

2
http://youtu.be/0UjsXo9l6I8

Three Universals
1. Humans are nothing without stories
 Connection, truth & the pursuit of meaning
2. Money changes everything
 the “double coincidence of wants”
3. Technology disrupts before it is harnessed
 from currency to radio waves, TV & the social web
3

QUALITY, CURRENCY, CONQUEST &
A CONNECTING WORLD
The birth of brands

Brands as a story of value, a
promise of quality
5th – 6th Century BC Mesopotamian branded
product seal for wine container seals
Guarantee of source
& quality – price
control, competitive
advantage
7

Problem with trade, barter & exchange:
It doesn’t scale. So…
The double
coincidence
of wants.
8

Confluence of conquest, commerce,
technology, people =
a really big global brand.
9

TRAINS, MARX & COCA-COLA
Revolutions Everywhere

Technical /
Industrial…
11

Social / Political…
12

Cultural /
Commercial…
13

PRODUCTS, PROPAGANDA & THE
ASCENDANCY OF BRANDS
Broadcasting the new
religion

Creating, shaping & distributing …
”truths”.
15

“Honey, I shrunk the world”…
1616

Birthplace of the new story-
telling. Mass is good…
17

18
Brands Gone Wild…

19
…Everywhere

 http://www.youtube.com/watch?v=R2bLNkCqpuY
│Page 20
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The top of their game …
the reign of
the Madmen

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As long as we all stay put…

TWILIGHT OF THE MADMEN
Digital disruption

Microprocessors go viral
23

The Man…
…the Invention
24

WWW, the early
years…
25

Brands: A Swan Song
From the early 1990s thru
to late 00’s, brands
fragment, shatter, disperse
& get mashed-up … with
everything else.
27

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The $64 trillion question:
What’s a brand about
in the 21st century?...
?

THE NEW WORLD ORDER OF HUMAN MEDIA
Social

The Big Idea
… Humans started out telling each
other stories to locate meaning,
value & connection in their lives.
… Social innovation, technology &
free currencies have built towards a
disruptive crescendo.
… The 21st century heralds an
entirely new era for brands, products
& humans where control has
flipped back to the community of
global humans – users, citizens,
customers.
Human
Media
31

Human Media… then & now
32

Conversations
33
Social changes brands … forever.

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Social changes people… forever.

[WE’RE ALL UNICORNS NOW]
STRIKE! …
KILLING THE MADMEN

Who dunnit?..

Just one problem
remains…
getting to scale

New marketing: Ops model
Brand /
product
Strategic
planner
Content
specialist
Channel
specialist
Behavioral
analyst • URL / content / asset
strategies, copywriting
/ curation /
editing, image
selection /
editing, page
design, keyword
selection /
integration, user
experience strategies
& optimizations
• Research synthesis, target research
refinement, insights
development, behavioral
profiling, experience architecture, brief
development, integrated planning
• Asset & content
tagging, tracking &
reporting, behavioral
analytics, channel /
content / media mix
optimization
recommendations, big
data analytics / insights
• Touchpoint mix
management, integrated SEO/SEM
planning activation &
optimization, paid media
integration, social media content &
channel management /
optimization, social community
management

Touchpoints & platforms
Data capture / response / conversion
Push Media
Engagement
Media
Humans
Users, customers, ambassadors, prospects, pre
ss, influencers
The new marketing: Media model

Getting to scale…

Your Post
Digital
To-Do List

1. Social media analytics
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First: listen

2. Hybrid / HTML5 apps
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Write
once, run
many
Toolkits for Making Hybrid Apps
"hybrid app" - a mobile app that looks and
behaves like a regular native mobile app (e.g.
distributed via app stores), but which gets
developed using HTML, CSS and JavaScript.
(The word "hybrid" is used because in addition to
your HTML, CSS and JavaScript code, the toolkit
also includes native code [such as Objective-C
code on iOS], but most of these toolkits allow
you to ignore the native code; it's just there.)
•Adobe AIR for HTML/JS Developers
•Alpha Anywhere
•AMPchroma
•IBM Worklight
•Intel XDK (formerly appMobi)
•Iron Speed Designer
•KonyOne
•PhoneGap / Apache Cordova (probably the most widely used)
•Sencha Touch 2
•Spot Specific
The M Project
•Trigger.io
•CocoonJS
•Ejecta (iOS only, by the same guy who made the Impact.js game
engine)
•Game Closure DevKit
•Intel App Game Interface, part of Intel XDK (formerly appMobi)
•Turbulenz Android Development Client (Android only).

3. Go Programming language
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Google’s Cloud “Composer” Programming Language
1. A set of powerful but easy to understand, easy to use building blocks from
which you can assemble—compose—a solution to your problem.
2. Almost certainly be easier to write, easier to read, easier to understand, easier
to maintain, and maybe safer.
3. A big reason developers turn to Go has everything to do with concurrent
operations, or the ability to execute multiple processes at the same time.
Smart heads
in the clouds

4. Real SEO
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Search rules
eternal
People say that Penguin completely changed SEO forever. I
disagree. What it did do was make it so that everyone has to do
Smart, aggressive, authentic ink building as part of
their content marketing.

5. APIs power the social web
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http://youtu.be/a4z0jJek8UM
Everything’s
everywhere
Users are always-on, everywhere
Presence and identify are persistent
Ubiquity of connection rules

INTERVIEW WITH A 10 YEAR OLD
FINAL NOTE

Things my 10-year old taught me
1. I find interesting videos by searching for
lizards or skate boarding
2. I put comments on them – I don’t just
say ‘it’s a good video’ .. A lotta time I
just tell the truth. I’m never mean
3. When someone subs or friends me I
almost always friend them back
4. Subscribing isn’t that important to me-I
like friending.
5. Friending means your more in
touch, people like that
6. I add comments like ‘sub for sub’
7. When someone comments on me I
almost always comment back on their
channel.
8. I always favorite videos I like, people
favorite me back and we all win.
9. It’s cool to connect over and over with
the same guys
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