the new intermediaries & future of advertising
DESCRIPTION
How disintermediation is creating new intermediarioes and changing advertisingTRANSCRIPT
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CREATING CUSTOMERS WHO CREATE CUSTOMERS
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Today, the only messages people see and hear are the ones they choose to see and hear. The most influential messages are from friends and online strangers.1
THE WORLD HAS ENTERED THE POST-ADVERTISING AGE.
1Nielsen Global Online Consumer Survey, 2009, “Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most” http://bit.ly/9rSpU0
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A TRADITIONAL CUSTOMER JOURNEY
… 2%, 10% conversion?
Interruptive mass media…
ConsiderationRadio
Display Ad
TV
Promotions
PR
Outdoor
POSDM
Phoner Conversion
Collateral
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A NON-TRADITIONAL CUSTOMER JOURNEY
Banner AD
Community
Purchase
NewspaperAD
Magazine AD
TV & Event programmin
g
POSMagazine Editorial
MiniDocumentary
Blog Post
Book
SearchTwitter
Facebook Fan Page
Brand Web Site
Delicious
Online News
FlickrPhotos
YouTube
MobileCoupon
MobileVideo
… 98% engagement.
Content and experiences create brand conversations
Custom publishing
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THE PRIMARY OBJECTIVE OF A BUSINESS ( & SO, ADVERTISING)
19th Century: was to create markets20th Century: was to create a customer21st Century: is to create a customer who creates a customer
• lumpen masses
• the century of the self
• tribal communities
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But paid media stops working when you stop pouring money into it. So it’s lifetime is finite and its main function now is to jumpstart earned media.
PAID MEDIA IS NOT GOING TO DISAPPEAR.
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EARNED MEDIA IS FREE, INFINITE AND VIRAL.IT EMPOWERS YOUR CUSTOMERS TO CREATE MORE CUSTOMERS (AT NO COST TO YOU).
FROM CHANNEL LOYALTY TO TALENT LOYALTY
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DISINTERMEDIATION AND THE RISE OF NEW INTERMEDIARIES
8
BRAND BRAND
CUSTOMERS CUSTOMERS(PAID) INTER-
MEDIARIES
(PAID )INTER-
MEDIARIES
(EARNED)NEW
INTER-MEDIARIES
Ad-AgeBroadcasting
Post-Ad AgeStorytelling
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Fu
MAKE FANS FROM YOUR FANS
Funnel flipping metaphor from Seth Godin
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THE FUTURE OF ADVERTISINGClose the content loop