Why advertising is broken

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  1. 1. 1Thursday, 18 October, 12 1
  2. 2. Why Advertising is Broken 2Thursday, 18 October, 12 2
  3. 3. 3Thursday, 18 October, 12 3
  4. 4. What isdesirable toCapabilitiesclients &CultureconsumersInnovation What is possible What is viable with technologyin themarketplaceInfrastructure 4Thursday, 18 October, 12 4
  5. 5. A brief recapontraditionaladvertising 5Thursday, 18 October, 12 5
  6. 6. 6Thursday, 18 October, 12 6
  7. 7. 7Thursday, 18 October, 12 7
  8. 8. 8Thursday, 18 October, 12 8
  9. 9. 9Thursday, 18 October, 12 9
  10. 10. OR not AND 10Thursday, 18 October, 1210
  11. 11. 11Thursday, 18 October, 1211
  12. 12. 12Thursday, 18 October, 1212
  13. 13. 13Thursday, 18 October, 1213
  14. 14. 14Thursday, 18 October, 1214
  15. 15. WE ARE REALLY EFFICIENT AT BUILDINGAWARENESS FOR STUFFPEOPLE DONT GIVE A #%^@ ABOUT 15Thursday, 18 October, 1215
  16. 16. 16Thursday, 18 October, 1216
  17. 17. 17Thursday, 18 October, 1217
  18. 18. Paid Owned Earned18Thursday, 18 October, 12 18
  19. 19. 19Thursday, 18 October, 1219
  20. 20. Rise of Social Currency 20Thursday, 18 October, 1220
  21. 21. TV as the conversation21Thursday, 18 October, 1221
  22. 22. Media Multi-tasking in the Living Room22Thursday, 18 October, 1222
  23. 23. Media Multi-tasking in Retail23Thursday, 18 October, 1223
  24. 24. Digitally Empowered Employees24Thursday, 18 October, 12 24
  25. 25. M-Commerce25Thursday, 18 October, 12 25
  26. 26. Location as the Primary target 26Thursday, 18 October, 1226
  27. 27. Physical Recognition27Thursday, 18 October, 12 27
  28. 28. Gesture-Based Interaction 28Thursday, 18 October, 1228
  29. 29. 29Thursday, 18 October, 1229
  30. 30. RELEVANCEnot AWARENESS 30Thursday, 18 October, 1230
  31. 31. Now What? 31Thursday, 18 October, 1231
  32. 32. A Day in the Life Before Work 32Thursday, 18 October, 1232
  33. 33. 33Thursday, 18 October, 1233
  34. 34. A Day in the Life At Work 34Thursday, 18 October, 1234
  35. 35. A Day in the Life After Work / before home35Thursday, 18 October, 12 35
  36. 36. A Day in the Life After Work / At home36Thursday, 18 October, 12 36
  37. 37. AND notOR 37Thursday, 18 October, 1237
  38. 38. So what. Why is it broken? 38Thursday, 18 October, 1238
  39. 39. 39Thursday, 18 October, 1239
  40. 40. Anthropology is Timeless 40Thursday, 18 October, 1240
  41. 41. 41Thursday, 18 October, 1241
  42. 42. 42Thursday, 18 October, 1242
  43. 43. 15043Thursday, 18 October, 12 43
  44. 44. Dunbars number 44Thursday, 18 October, 1244
  45. 45. HUNTERS GATHERERS 45Thursday, 18 October, 1245
  46. 46. 46Thursday, 18 October, 1246
  47. 47. 47Thursday, 18 October, 1247
  48. 48. Shared LifestageexperienceHobbies 48Thursday, 18 October, 12 48
  49. 49. 49Thursday, 18 October, 1249
  50. 50. 50Thursday, 18 October, 1250
  51. 51. 51Thursday, 18 October, 1251
  52. 52. 52Thursday, 18 October, 1252
  53. 53. 53Thursday, 18 October, 1253
  54. 54. 54Thursday, 18 October, 1254
  55. 55. 55Thursday, 18 October, 1255
  56. 56. 56Thursday, 18 October, 1256
  57. 57. Understanding &Predicting ourHunting & GatheringInstincts is theopportunity. 57Thursday, 18 October, 1257
  58. 58. We are in control We want everything on DEMAND 58Thursday, 18 October, 1258
  59. 59. Active, not Passive Sharing, PassiveAc*ve Par*cipa*ng Crea*ng cura*ng 59Thursday, 18 October, 1259
  60. 60. Awareness Consideration Preference Action Loyalty60Thursday, 18 October, 1260
  61. 61. 61Thursday, 18 October, 1261
  62. 62. 62Thursday, 18 October, 1262
  63. 63. We are the MediumPassiveHow our messaging effects themWho well reachParticipatoryCreative is end pointWhat they do with it Who theyll reach Creative is only the beginning 63Thursday, 18 October, 1263
  64. 64. Marketing is a ConversationCampaign MentalityExecute the PlanAlways On Newsroom MentalityListening & Adapting to the unplannedDefend of the brandRely on major innovations Facilitator of brand worthy behaviourPower of the taglineImportance of small innovations, oftenconsumer-drivenPower of relevancy64Thursday, 18 October, 12 64
  65. 65. 65Thursday, 18 October, 1265
  66. 66. What if we start with the first 150 instead of the mass reach 66Thursday, 18 October, 1266
  67. 67. CW&T67Thursday, 18 October, 12 67
  68. 68. #WantAnR8 68Thursday, 18 October, 1268
  69. 69. What if we help the hunters with their hunt? 69Thursday, 18 October, 1269
  70. 70. 70Thursday, 18 October, 1270
  71. 71. What if we made it easier for the gatherers with Content APIs? 71Thursday, 18 October, 1271
  72. 72. 72Thursday, 18 October, 1272
  73. 73. We considered ourowned audiencesalongside ourrented mediaaudiences? 73Thursday, 18 October, 1273
  74. 74. We listened 74Thursday, 18 October, 1274
  75. 75. We valued Utility > Advertising75Thursday, 18 October, 12 75
  76. 76. We created & distributed content based on Listening + Relevance + Utility 76Thursday, 18 October, 1276
  77. 77. ADD VALUEnot NOISE 77Thursday, 18 October, 1277
  78. 78. ACTION not AWARENESS 78Thursday, 18 October, 1278
  79. 79. REACTIONSnot REACH 79Thursday, 18 October, 1279
  80. 80. When we do that,they will tell their friends 80Thursday, 18 October, 1280
  81. 81. 81Thursday, 18 October, 1281
  82. 82. EXPERIENCE FACILITATOR not EXPERIENCE DISRUPTOR 82Thursday, 18 October, 1282
  83. 83. AND LISTENING ACTION 83Thursday, 18 October, 1283
  84. 84. Age ofAge ofUntil Entertainment mid-1980sDialogueNext 2-5 mid-1960s to nowyears 1960s Now1980s Age of Age ofAge ofInterruption Engagement Partnership 84Thursday, 18 October, 1284
  85. 85. Shift in what we value Less Creating Brand AwarenessMore One Way Creating Brand Action Major Mass Media Marketing as facilitation Media/Campaign Centric Interrupt & Repeat (GRPs) Where consumers want to connect When consumers want to connect Engagement 85Thursday, 18 October, 1285
  86. 86. What if we prioritized advertising budgets like this? 86Thursday, 18 October, 1286
  87. 87. Brand Experience EngagementAwareness87Thursday, 18 October, 12 87
  88. 88. Hunters + Their TasksGatherersContent / Customer Service / Technology &(Advocates &Enablement / Ratings & Reviews Influencers) SociallyMass Media Earned Ownedenabled storytelling88Thursday, 18 October, 12 88
  89. 89. So where do we go from here? 89Thursday, 18 October, 1289
  90. 90. a well defined problem is 90% solved 90Thursday, 18 October, 1290
  91. 91. Insight Strategy DesireStorytelling Utility Software 91Thursday, 18 October, 1291
  92. 92. Thank You @mattdipaola 92Thursday, 18 October, 1292