WHAT’S NEXT

IN MARKETING + ADVERTISING

©2008 Paul Isakson

THE FUTURE OF ADVERTISING
©2008 Paul Isakson

THERE ISN’T ANY.

©2008 Paul Isakson

THE END ©2008 Paul Isakson .

J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K ©2008 Paul Isakson .

THE FUTURE OF MARKETING ©2008 Paul Isakson .

TOPICS / AGENDA BRANDS OLD MARKETING NEW MARKETING INNOVATION ENGAGEMENT UTILITY INSIGHT ©2008 Paul Isakson .

BRANDS & BRANDING HAVEN’T CHANGED ©2008 Paul Isakson .

SERVICE OR COMPANY. FEEL & THINK ABOUT YOUR PRODUCT. WHAT PEOPLE SAY. ©2008 Paul Isakson .BRAND = COLLECTIVELY.

THE BRAND. ©2008 Paul Isakson . AND PERCEPTIONS OF.BRANDING = USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS.

SERVICE OR COMPANY. ©2008 Paul Isakson .BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH A PRODUCT.

AND I’LL RETURN THE FAVOR. ©2008 Paul Isakson .TREAT ME WELL.

OLD MARKETING ©2008 Paul Isakson .

OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER ©2008 Paul Isakson .

©2008 Paul Isakson .

©2008 Paul Isakson .THIS ISN’T WORKING.

“I DON’T KNOW WHAT WE’RE YELLING ABOUT!!!” ©2008 Paul Isakson .

A TIME FOR CHANGE “We’re not in the business of keeping the media companies alive.http://www. We’re in the business of connecting with consumers. Global Brand & Category Management Nike October 2007 Source: New York Times .” Trevor Edwards Vice President.com/2007/10/14/business/media/14ad.nytimes.html ©2008 Paul Isakson .

MODERN MARKETING ©2008 Paul Isakson .

MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER ©2008 Paul Isakson .

©2008 Paul Isakson .

” Rob Master Media Director. I think that’s become a real integral part of how we use the web.http://adage.MODERN MARKETING “[Digital] is the centerpiece of a broader campaign. moving beyond just promoting web addresses in TV spots or print ads to really making them a critical part of the storytelling for the brands.com/article?article_id=125663 ©2008 Paul Isakson . North America Unilever March 2008 Source: Advertising Age .

HOW CAN YOU CREATE BRAND FANS? ©2008 Paul Isakson .

DELIVER VALUE THROUGH MARKETING. ©2008 Paul Isakson .

OR. MORE SIMPLY PUT… ©2008 Paul Isakson .

©2008 Paul Isakson .MAKE PEOPLE’S LIVES BETTER.

©2008 Paul Isakson .K. SOUNDS SIMPLE ENOUGH.O.

SO HOW CAN WE DO THIS? ©2008 Paul Isakson .

PRODUCT INNOVATION ©2008 Paul Isakson .

©2008 Paul Isakson .BUILD THE MARKETING INTO THE PRODUCT.

MAKE THE PRODUCT SO GREAT. PEOPLE CAN’T HELP BUT TALK ABOUT IT. ©2008 Paul Isakson .

Interesting. New. Exceptional.” Seth Godin Author / Speaker / Marketing Expert Purple Cow 2002 Source: Purple Cow / Seth Godin / Page 3 ©2008 Paul Isakson . It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.MODERN MARKETING “Something remarkable is worth talking about. Worth noticing. It’s a Purple Cow. Boring stuff is invisible.

com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/ ©2008 Paul Isakson .” Jeff Hicks CEO Crispin Porter + Bogusky October 2006 Source: DMNews .dmnews.MODERN MARKETING “We think the future of advertising is great products that have marketing embedded in them.http://www.

MODERN MARKETING “Coming up with product innovations.” Steven Marrs Vice Chairman Global Head of Digital and Branded Content NITRO April 2007 Source: MediaPost .com/index.mediapost.showArticle&art_aid=58893 ©2008 Paul Isakson . That's what we're setting out to do.cfm?fuseaction=Articles.http://publications.

MODERN MARKETING “Our belief is that marketing and product have converged.com/article?article_id=125664 ©2008 Paul Isakson . The consumer doesn’t separate the marketing experience from the product experience.” Ajaz Ahmed Founder & Chairman AQKA March 2008 Source: Advertising Age .http://adage.

THE PRODUCT IS THE MARKETING ©2008 Paul Isakson .

THE PRODUCT IS THE MARKETING ©2008 Paul Isakson .

THE PRODUCT IS THE MARKETING ©2008 Paul Isakson .

THE PRODUCT IS THE MARKETING ©2008 Paul Isakson .

©2008 Paul Isakson .GREAT. BUT MY PRODUCT ISN’T COOL.

WHAT CAN I DO??? ©2008 Paul Isakson .

FRANKLY YOU’RE SCREWED. ©2008 Paul Isakson .WELL.

J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K J/K ©2008 Paul Isakson .

ADD VALUE THROUGH CONTENT. ©2008 Paul Isakson .

CONTENT IS THE NEW CURRENCY ©2008 Paul Isakson .

OR. AS TRACY MORGAN WOULD SAY ©2008 Paul Isakson .

CONTENT IS THE NEW PRESIDENT. BITCH. ©2008 Paul Isakson .

©2008 Paul Isakson .PEOPLE WILL PAY FOR GREAT CONTENT.

html ©2008 Paul Isakson .http://leisureblogs.chicagotribune.6 Million Source: Chicago Tribune / Leisure Blogs / Turn It Up .CONTENT IS THE NEW CURRENCY 1 Week = $1.com/turn_it_up/2008/03/reznors-one-wee.

BRANDS WILL PAY FOR GREAT CONTENT.
©2008 Paul Isakson

CONTENT IS THE NEW CURRENCY

©2008 Paul Isakson

CONTENT IS THE NEW CURRENCY

“[The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it.”
Jeff Hicks CEO Crispin Porter + Bogusky October 2006

Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/

©2008 Paul Isakson

ENGAGEMENT ©2008 Paul Isakson .

ENGAGEMENT

“The days of making funny things that may or may not have an effect on the client's business are ending.”
Jeff Benjamin Interactive Creative Director Crispin Porter + Bogusky March 2008

Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd

©2008 Paul Isakson

ENGAGEMENT

CP+B FOLK LORE / MYTHOLOGY: ALEX BOGUSKY DOESN’T WANT TO SEE SCRIPTS ANYMORE. “DON’T SHOW ME A SCRIPT. SHOW ME THE PRESS RELEASE.” IT’S ALL ABOUT HOW PEOPLE WILL ENGAGE - WHY THEY WILL FIND IT INTERESTING & PARTICIPATE.
Source: Life Moves Pretty Fast - http://ameliatorode.typepad.com/life_moves_pretty_fast/2008/01/dont-write-me-a.html

©2008 Paul Isakson

ENGAGEMENT

16 QUARTERS OF CONSECUTIVE GROWTH

Source: BusinessWeek - http://www.businessweek.com/the_thread/brandnewday/archives/2008/02/crispin_downloa_1.html

©2008 Paul Isakson

ENGAGEMENT No. 1 seller in Personal Grooming category on Amazon.mediapost.http://publications.com for the first two months after launch.showArticleHomePage&art_aid=53172 ©2008 Paul Isakson . Source: MediaPost .cfm?fuseaction=Articles.com/index.

ENGAGEMENT ©2008 Paul Isakson .

ENGAGEMENT ©2008 Paul Isakson .

UTILITY ©2008 Paul Isakson .

The consumer will feel more confident with the relationship if the brand will continue to be part of your life.html ©2008 Paul Isakson .http://www.” Benjamin Palmer CEO / Owner The Barbarian Group October 2006 Source: psfk. It’s where the brand creates something useful to you.com/2006/11/branded_utility_1.com . something that’s a utility in your life.UTILITY “[Branded Utility] is where the brand creates a commitment to a relationship.psfk.

com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd ©2008 Paul Isakson . It becomes less about information as pollution and more about information to help people get through life.http://www.adweek.UTILITY “When you create a utility. you're creating something that gives people time back. North America R/GA March 2008 Source: ADWEEK .” Nick Law Chief Creative Officer.

UTILITY ©2008 Paul Isakson .

UTILITY “[Nike+] is not an advertising idea. North America R/GA April 2007 Source: MediaPost . it's a technology idea.cfm?fuseaction=Articles. an application. We are delivering a product.http://publications.mediapost.com/index.showArticle&art_aid=58893 ©2008 Paul Isakson .” Nick Law Chief Creative Officer.

UTILITY ©2008 Paul Isakson .

UTILITY ©2008 Paul Isakson .

UTILITY ©2008 Paul Isakson .

HOW DO WE CREATE THIS KIND OF MARKETING? ©2008 Paul Isakson .

They don’t know.com/meme_huffer/2007/12/great-quotes-fo.http://memehuffer.CREATING BETTER MARKETING “We don’t ask consumers what they want. Lies & Advertising / Jon Steel / page 189 (found via Meme Huffer. then make sure we’re there. ready. Instead we apply our brain power to what they need.typepad.” Akio Morita Co-Founder Sony Corporation Source: Truth. and will want.html ) ©2008 Paul Isakson .

CREATING BETTER MARKETING “It's really hard to design products by focus groups.com/1998/21/b3579165.http://www. A lot of times. people don't know what they want until you show it to them.htm ©2008 Paul Isakson . Chairman & CEO Apple May 1998 Source: BusinessWeek .businessweek.” Steve Jobs Co-Founder.

UNCOVER RICH CONSUMER INSIGHTS ©2008 Paul Isakson .

… We have a vision of ourselves becoming the lead agency for the digital age.OPPORTUNITY COMES FROM INSIGHTS “Great work comes from insight. and we have always worked from insight.” Laura Lang CEO Digitas USA March 2008 Source: Advertising Age . We’d like to pride ourselves on the ability to capitalize on them. Insights are going to come in so many different ways.http://adage.com/article?article_id=125670 ©2008 Paul Isakson .

HOW DO WE UNCOVER THESE INSIGHTS? ©2008 Paul Isakson .

OBSERVE + LISTEN ©2008 Paul Isakson .

TRADITIONAL METHODS FOCUS GROUPS 1x1 INTERVIEWS ETHNOGRAPHIC STUDIES CULTURAL ANTHROPOLOGY SURVEYS USABILITY TESTING / LABS ©2008 Paul Isakson .

EMERGING METHODS ©2008 Paul Isakson .

us ©2008 Paul Isakson .icio.DIGITAL ANTHROPOLOGY del.

COLLABORATION ©2008 Paul Isakson .

COLLABORATION COMPANY INNOVATION & CONTENT INFORMATION & INPUT BETTER BRANDS AGENCY INSIGHTS & IDEAS CONSUMERS ©2008 Paul Isakson .

COLLABORATION ©2008 Paul Isakson .

COLLABORATION ©2008 Paul Isakson .

IF YOU ONLY REMEMBER ONE THING… ©2008 Paul Isakson .

MODERN MARKETING = MAKING PEOPLE’S LIVES BETTER. ©2008 Paul Isakson .

THE END ©2008 Paul Isakson .

?s ©2008 Paul Isakson .

IF YOU WANT TO READ MORE OF WHAT I’M THINKING… http://paulisakson.com/ ©2008 Paul Isakson .typepad.

THA NKS ©2008 Paul Isakson .

IMAGE CREDITS IMG_6515 Tony de Marco Flickr iPhone e-Learning content authoring Google Loves The iPhone Anonymous at Scientology in Los Angeles sklathill Flickr Wii Networking Audio/Video X-OOM Software Brings Media Streaming To The Wii Brick Tamland Wallpaper Anchorman The Movie Web Site Brick Wallpaper Starbucks Coffee Boston.nin.IV Nine Inch Nails Ghosts.com Aging Music Heroes' Haven Bloc Party Crowd @ Ogden Theatre Paul Isakson Flickr Tracy Morgan Saturday Night Live Black Is The New President. Bitch Google Screen Grab Google Google.com .com Ghosts I .

IMAGE CREDITS RCRD LBL_ + Widgets RCRD LBL rcrdlbl.com Nike+ Healthy Living NYC Every Step You Take.com Digital Ethnography + Anthropology All logos taken from their respective Web sites.com The Coke Zero Game Coca-Cola Company CokeZeroGame. . Whopper Freakout Burger King WhopperFreakout.com My Vegas Logic + Emotion My Vegas Is Showing: Brand Utility + Event Based Social Networking The Coke Zero Game Coca-Cola Company CokeZeroGame.com Domino’s Pizza Builder Domino’s Pizza Dominos.com Shave Everywhere Philips / Norelco ShaveEverywhere.com Domino’s BFD Pizza Builder Adverblog & Domino’s Pizza Domino's Pizza Builder & Dominos...

com My Starbucks Idea Starbucks MyStarbucksIdea.IMAGE CREDITS Consumer Collaboration Paul Isakson [paul isakson] Kluster Kluster Kluster.com .

isakson@gmail.com/ paul.paulisakson.CONTACT ME PAUL ISAKSON Senior Strategic Planner space150 http://www.com .

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