why advertising is broken
TRANSCRIPT
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Why Advertising is Broken
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What is desirable to clients & consumers
What is viable in the marketplace
What is possible with technology
Innovation
Infrastructure
CultureCapabilities
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A brief recap on
traditional advertising
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OR not
AND
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WE ARE REALLY EFFICIENT
AT BUILDING
AWARENESS FOR STUFF
PEOPLE DON’T GIVE A #%^@ ABOUT
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PaidOwnedEarned
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Rise of Social Currency
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TV as the conversation
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Media Multi-tasking in the Living Room
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Media Multi-tasking in Retail
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Digitally Empowered Employees
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M-Commerce
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Location as the Primary target
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Physical Recognition
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Gesture-Based Interaction
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RELEVANCE not
AWARENESS
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Now What?
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A Day in the LifeBefore Work
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A Day in the LifeAt Work
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A Day in the LifeAfter Work / before home
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A Day in the LifeAfter Work / At home
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AND not OR
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So what. Why is it broken?
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Anthropology is Timeless
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Dunbar’s number
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HUNTERS
GATHERERS45
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Lifestage
Hobbies
Shared experience
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Understanding & Predicting our Hunting & Gathering Instincts is the opportunity.
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We are in controlWe want everything on DEMAND
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Active, not Passive
Passive' Ac*ve' Par*cipa*ng' Sharing,'cura*ng' Crea*ng'
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Awareness Consideration Preference Action Loyalty
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We are the MediumPassiveHow our messaging effects them
“Who we’ll reach”
Creative is end point
ParticipatoryWhat they do with it
“Who they’ll reach”
Creative is only the beginning
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Marketing is a ConversationCampaign MentalityExecute the Plan
Defend of the brand
Rely on major innovations
Power of the tagline
Always On Newsroom MentalityListening & Adapting to the unplanned
Facilitator of brand worthy behaviour
Importance of small innovations, often consumer-driven
Power of relevancy
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What if we start with the first 150 instead of the mass reach
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CW&T67
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#WantAnR8
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What if we help the hunters with their hunt?
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What if we made it easier for the gatherers with Content APIs?
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We considered our “owned” audiences alongside our “rented media” audiences?
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We listened
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We valued Utility > Advertising
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We created & distributed content based on Listening + Relevance + Utility
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ADD VALUE not
NOISE
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ACTION not
AWARENESS
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REACTIONS not
REACH
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When we do that, they will tell their friends
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EXPERIENCE FACILITATOR
not EXPERIENCE DISRUPTOR
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AND LISTENING ACTION
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• Until mid-1960s
Age of Interruption
• 1960s – 1980s
Age of Entertainment • mid-1980s
to now
Age of Engagement
• Now
Age of Dialogue • Next 2-5
years
Age of Partnership
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Shift in what we valueLess Creating Brand Awareness
One Way
Major Mass Media
Media/Campaign Centric
Interrupt & Repeat (GRPs)
MoreCreating Brand Action
Marketing as facilitation
Where consumers want to connect
When consumers want to connect
Engagement
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What if we prioritized advertising budgets like this?
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Brand Experience
Engagement Awareness
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Hunters + Their Tasks
Content / Customer Service / Technology & Enablement / Ratings & Reviews
Mass Media Earned Owned
Gatherers(Advocates & Influencers)
Socially enabled
storytelling
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So where do we go from here?
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“a well defined problem is 90%
solved”
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Insight Strategy Desire Storytelling
Utility Software
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Thank You
@mattdipaola
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