the new marketing landscape by dan pankraz
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A presentation on the new media landscape affecting modern brands. Created using other great slideshare presentations, this presentation showcases some great brands who 'get' modern day marketingTRANSCRIPT
THE NEW MARKETINGLANDSCAPE
A presentation by Dan PankrazSenior Planner
Clemenger BBDO, Sydney
8th September 2008
THANKS FOR THE INSPIRATION
• This presentation has been developed using elements from the following people’s slideshare presentations and blogs:
– Paul Isakson http://paulisakson.typepad.com/planning/– David Armano http://darmano.typepad.com/logic_emotion/– Faris Yakob http://farisyakob.typepad.com/– Neil Perkins http://neilperkin.typepad.com/only_dead_fish/– Fallon Planning Blog http://fallontrendpoint.blogspot.com/– Gareth Kay http://garethkay.typepad.com/brand_new/– David Knox, P&G brand manager– Uwe Goetsche– Scholz & Friends Germany
• A big thanks to those individuals above for posting their great presentations in the first place…hopefully there is some new stuff here too as well as the stuff I’ve borrowed
5 TRENDS IMPACTING THE BRANDSPHERE1. THE CHANGING CONVERSATION
2. CONSUMER AS DJ
3. TRANSMEDIA STORYTELLING
4. BRANDS ENABLING RELATIONSHIPS & COMMUNITY
5. THE SPEEDING UP OF COOL
TREND 1:THE CHANGING CONVERSATION
THE CHANGING MEDIA LANDSCAPE
Social media is an umbrella term that defines various activities that integrate technology, social interaction and the construction of words, pictures, video and audio.
Source. Wikipedia.org
MORE SIMPLY PUT….
Social Media is about people having
conversations online..
THE CONVERSATIONS ARE POWERED BY
THE RESULT: MEDIA DEMOCRATISATION WHERE ANYBODY CAN BECOME AN AUTHOR,
JOURNALIST OR FILM MAKER• THROUGH AVATARS (ONLINE GAMING)• VOICE (PODCASTS)• AS ACTOR (VIDEO)• AUTHOR (BLOGS)
LIFE CACHING MAKING US DIGITAL STORYTELLERS
Archiving one’s memories, words, photos and detailing every-day life for private use or public sharing is increasingly common.
96% of wired Aussies under 21 have joined a social networking site
Source: Universal McCann Global study on social media trends April 2008
Source: David Knox slideshare presentation
Social networking sites are officially more popular than porn sites
Source: Time, October 13,2007
PEOPLE ARE INTERACTING AND SHARING LIKE NEVER BEFORE
WHICH MEANS A GROWTH IN THE LAYMAN EXPERTCONSUMER WHO KNOWS EVERYTHING
THE NEW COMMUNICATION MODEL
IS A
DIALOGUE
CLASSICAL MARKETING
NEW MARKETING FLIPS THE FUNNEL
Source: Neil Perkins slideshare presentation
WHERE EFFECTIVE COMMUNICATION COMBINES BOTH MEDIA DIMENSIONS
Source: Scholz & Friends slideshare presentation
WHAT DOES THIS MEAN FOR BRANDS?
BE HONEST….THIS IS THE ERA OF TRANSPARENCY
CREATE OPPORTUNITIES FOR PEOPLE TO FEEL THEY OWN THE BRAND BY GIVING THEM SOMETHING TO TALK ABOUT
SPARK CONVERSATIONS IN CULTURE, NOT ADS
TREND 2:GIVE IT UP FOR THE CONSUMER DJS
CONSUMERS ARE NOW IN
CONTROL
Source: Faris Yakob ‘Convergence Culture’ presentation
Source: Faris Yakob ‘Convergence Culture’ presentation
Source: Faris Yakob ‘Convergence Culture’ presentation
PARTICIPATION IS THE NEW WORLD ORDER OF MARKETING
Source: David Armano ‘Logic & Emotion’ blog
A BIG SHIFT FROM MONOLOGUE ADVERTISING TO CONVERSATIONAL ADVERTISING/COMMUNICATION
Source: David Armano ‘Logic & Emotion’ blog
MEDIA CONSUMPTION IS NO LONGER PASSIVE..IT’S RECOMBINANT AND COLLABORATIVE
Normalised by the Ctrl C and Ctrl V, a generation that naturally treat ideas and recombinant, inputs for further re-examining
EMPOWERING CONSUMERS TO GET INVOLVED
AND CUSTOMISE TO THEIR HEARTS CONTENT
CREATING BRAND PROPERTIES YOUTH ORGANICALLY CAN SPOOF IS THE
ULTIMATE SIGN OF BRAND RESPECT
JONES SODA HAVE DEVELOPED A CULT LIKE FOLLOWING BY ALLOWING CUSTOMERS TO DESIGN
THE LABELS
Coke has also gotten in on this trend..but done it poorly
WHAT DOES THIS MEAN FOR BRANDS?
FOCUS ON CONSUMER PARTICIPATION IN IDEAS, NPD
CREATE IDEAS WHICH ARE ‘OPEN SOURCE’ AND CAN BE PLAYED WITH
DON’T TRY AND CONTROL THE CONVERSATION,
TRY TO ENABLE, INSPIRE OR INFLUENCE
TREND 3:TRANSMEDIA STORYTELLING
• Wiki: A story that unfolds across different platforms, with key elements of the story coming to life in different media. Members of the community share information about the story, hence driving social currency
MEDIA NEUTRAL PLANNING
ONE THOUGHT ENDLESSLY RE-ITERATEDSource: Faris Yakob’ Convergence Culture’ presentation
TRANSMEDIA PLANNINGNon linear brand narrative
DIFFERENT BITS IN DIFFERENT PLACES,FORMING BRAND COMMUNITIES WHO RECOMPILE THEM
Source: Faris Yakob’ Convergence Culture’ presentation
OASIS –THE STORY OF CACTUS KID
Flickr Sightings
Source:runcactuskidrun.com
ALTERNATE REALITY GAMES INVOLVING CONSUMERS
DECODING THE DARK KNIGHT VIRAL
WHAT DOES THIS MEAN FOR BRANDS?
HOW CAN WE LEVERAGE THE PASSION OF OUR USER BASE?
THINK OF OUR BRANDS AS STORYTELLERS, HOW CAN WE GET CONSUMERS INVOLVED IN OUR BRAND NARRATIVES
DON’T BE SCARED TO USE DIFFERENT MEDIATO TELL DIFFERENT PARTS OF A STORY
TREND 4:ENABLING RELATIONSHIPS AND COMMUNITY
NIKE + RUNNING COMMUNITY
Source: David Knox Slideshare presentation
USE THE INTERNET TO GET OFF THE INTERNET
Source: meetup.com
WHAT DOES THIS MEAN FOR BRANDS?
THINK ABOUT PARTNERSHIPS WITH BRANDS WHO HAVE SIMILAR CORE VALUES
HOW CAN WE INCLUDE EXPERIENTIAL MARKETING INTO THE PRODUCT EXPERIENCE?
THINK ABOUT HOW WE CAN CREATE BRAND FANS BY PROVIDING INTERESTING CONSUMER EXPERIENCES
TREND 5:THE SPEEDING UP OF COOL
THE NEW COOL HUNTERS
Late 1990SEXCLUSIVE
Early 2000SMAINSTREAM
2008EXCLUSIVE
ONLINE COOL HUNTERS WILL BECOME ALTERNATIVE REFERENCE POINTS FOR 18-28 YEAR OLD OPINION LEADING CONSUMER SERVING AS ORGANIC GUIDES THAT HAVE MORE CREDIBILITY AND
NICHE RELEVANCE
COOL COOL COOL
22
23
A NEW SWARM OF ONLINE TRENDSPOTTERS SERVE AS SELF APPOINTED FEELERS FOR UNDERGROUND CULTURAL BLIPS
‘COOL’ TRAVELS AT LIGHTNING SPEED VIA THE WEB
Influencers
Early adopters
FollowersQuick
INVERTING THE ADOPTION CURVE AS TRENDS ARE ADOPTED AND HIT THE MAINSTREAM FAR QUICKER THAN EVER BEFORE
Old Adoption Model New Adoption Model
WHAT DOES THIS MEAN FOR BRANDS
COOL HUNTERS =
ALTERNATIVEREFERENCE POINTS ON YOUTH
CULTURE
HOW DO WE SEED NEW PRODUCTS AND IDEAS WITH COOL HUNTERS
AND GET THE RIGHT AMBASSADORSHIP ?
FINDING OPPORTUNITY
COOL GETS INTO MAINSTREAM FAR QUICKER
= SHORTER
INCUBATION PERIOD
NEED A CONSTANT STREAM OF INNOVATIONWHICH ARE SEEDED THROUGH
ONLINE SOURCES
5 THINGS TO TAKE AWAY
1. LEVERAGE THE POWER OF YOUR FANS BY USING SOCIAL MEDIA TO CREATE A DIALOGUE
2. ALLOW FOR PARTICIPATION AND COLLABORATION3. BE A STORYTELLES…DON’T BE SCARED TO CREATE
AN EVOLVING NARRATIVE4. BRANDS HAVE A SHORT INCUBATION PERIOD
BEFORE COOL BECOMES OLD HAT..USE IT WISELY5. THE PRODUCT AND MARKETING EXPERIENCE ARE
NOW ONE