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THE NEW MARKETING LANDSCAPE A presentation by Dan Pankraz Senior Planner  Clemenger BBDO, Sydney 8 th  September 2008
THANKS FOR THE INSPIRATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
5 TRENDS IMPACTING THE  BRANDSPHERE ,[object Object],[object Object],[object Object],[object Object],[object Object]
TREND 1: THE CHANGING CONVERSATION
THE CHANGING MEDIA LANDSCAPE
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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 ,[object Object],[object Object],[object Object],[object Object]
LIFE CACHING MAKING US DIGITAL STORYTELLERS   ,[object Object],[object Object],Source: Universal McCann Global study on social media trends April 2008
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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 EXPERT CONSUMER 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 ,[object Object]
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
[object Object]
 
MEDIA NEUTRAL PLANNING ONE THOUGHT ENDLESSLY RE-ITERATED Source: Faris Yakob’ Convergence Culture’ presentation
TRANSMEDIA PLANNING Non 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 MEDIA TO 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 ,[object Object]
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 1990S EXCLUSIVE Early 2000S MAINSTREAM 2008 EXCLUSIVE 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
2 2 2 3 A NEW SWARM OF ONLINE TRENDSPOTTERS SERVE AS SELF APPOINTED FEELERS FOR UNDERGROUND CULTURAL BLIPS
‘ COOL’ TRAVELS AT LIGHTNING SPEED VIA THE WEB INVERTING THE ADOPTION CURVE AS TRENDS ARE ADOPTED AND HIT THE MAINSTREAM FAR QUICKER THAN EVER BEFORE Old Adoption Model New Adoption Model                 Influencers Early adopters Followers Quick
WHAT DOES THIS MEAN FOR BRANDS COOL HUNTERS =  ALTERNATIVE REFERENCE 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 INNOVATION WHICH ARE SEEDED THROUGH ONLINE SOURCES
5 THINGS TO TAKE AWAY ,[object Object],[object Object],[object Object],[object Object],[object Object]

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The New Marketing Landscape By Dan Pankraz

  • 1. THE NEW MARKETING LANDSCAPE A presentation by Dan Pankraz Senior Planner Clemenger BBDO, Sydney 8 th September 2008
  • 2.
  • 3.
  • 4. TREND 1: THE CHANGING CONVERSATION
  • 5. THE CHANGING MEDIA LANDSCAPE
  • 6.
  • 7. MORE SIMPLY PUT…. Social Media is about people having conversations online..
  • 9.
  • 10.
  • 11.
  • 12. Social networking sites are officially more popular than porn sites Source: Time, October 13,2007
  • 13. PEOPLE ARE INTERACTING AND SHARING LIKE NEVER BEFORE
  • 14. WHICH MEANS A GROWTH IN THE LAYMAN EXPERT CONSUMER WHO KNOWS EVERYTHING
  • 15. THE NEW COMMUNICATION MODEL IS A DIALOGUE
  • 17. NEW MARKETING FLIPS THE FUNNEL
  • 18. Source: Neil Perkins slideshare presentation
  • 19. WHERE EFFECTIVE COMMUNICATION COMBINES BOTH MEDIA DIMENSIONS Source: Scholz & Friends slideshare presentation
  • 20.  
  • 21.  
  • 22. 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
  • 23. TREND 2: GIVE IT UP FOR THE CONSUMER DJS
  • 24. CONSUMERS ARE NOW IN CONTROL
  • 25. Source: Faris Yakob ‘Convergence Culture’ presentation
  • 26. Source: Faris Yakob ‘Convergence Culture’ presentation
  • 27. Source: Faris Yakob ‘Convergence Culture’ presentation
  • 28. PARTICIPATION IS THE NEW WORLD ORDER OF MARKETING Source: David Armano ‘Logic & Emotion’ blog
  • 29. A BIG SHIFT FROM MONOLOGUE ADVERTISING TO CONVERSATIONAL ADVERTISING/COMMUNICATION Source: David Armano ‘Logic & Emotion’ blog
  • 30.
  • 31. EMPOWERING CONSUMERS TO GET INVOLVED
  • 32. AND CUSTOMISE TO THEIR HEARTS CONTENT
  • 33. CREATING BRAND PROPERTIES YOUTH ORGANICALLY CAN SPOOF IS THE ULTIMATE SIGN OF BRAND RESPECT
  • 34. 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
  • 35. 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
  • 36. TREND 3: TRANSMEDIA STORYTELLING
  • 37.
  • 38.  
  • 39. MEDIA NEUTRAL PLANNING ONE THOUGHT ENDLESSLY RE-ITERATED Source: Faris Yakob’ Convergence Culture’ presentation
  • 40. TRANSMEDIA PLANNING Non linear brand narrative DIFFERENT BITS IN DIFFERENT PLACES, FORMING BRAND COMMUNITIES WHO RECOMPILE THEM Source: Faris Yakob’ Convergence Culture’ presentation
  • 41. OASIS –THE STORY OF CACTUS KID Flickr Sightings Source:runcactuskidrun.com
  • 42. ALTERNATE REALITY GAMES INVOLVING CONSUMERS
  • 43. DECODING THE DARK KNIGHT VIRAL
  • 44. 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 MEDIA TO TELL DIFFERENT PARTS OF A STORY
  • 45. TREND 4: ENABLING RELATIONSHIPS AND COMMUNITY
  • 46. NIKE + RUNNING COMMUNITY
  • 47. Source: David Knox Slideshare presentation
  • 48.
  • 49. 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
  • 50. TREND 5: THE SPEEDING UP OF COOL
  • 51. THE NEW COOL HUNTERS Late 1990S EXCLUSIVE Early 2000S MAINSTREAM 2008 EXCLUSIVE 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
  • 52. 2 2 2 3 A NEW SWARM OF ONLINE TRENDSPOTTERS SERVE AS SELF APPOINTED FEELERS FOR UNDERGROUND CULTURAL BLIPS
  • 53. ‘ COOL’ TRAVELS AT LIGHTNING SPEED VIA THE WEB INVERTING THE ADOPTION CURVE AS TRENDS ARE ADOPTED AND HIT THE MAINSTREAM FAR QUICKER THAN EVER BEFORE Old Adoption Model New Adoption Model                 Influencers Early adopters Followers Quick
  • 54. WHAT DOES THIS MEAN FOR BRANDS COOL HUNTERS = ALTERNATIVE REFERENCE 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 INNOVATION WHICH ARE SEEDED THROUGH ONLINE SOURCES
  • 55.