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                     WHATʼS
                     NEXT IN
                     MARKETING

                     AND
                     ADVERTISING

                     2009
©2009 Paul Isakson
An Updated Look
                     At The Future
                     Of Marketing
                     And Advertising
                     by Paul Isakson
                     Head of Strategy
                     space150
                     paulisakson.com



©2009 Paul Isakson
What we’ll cover:
                     Where we are today
                     The future of marketing is...
                     Getting there




©2009 Paul Isakson
Where we are today




©2009 Paul Isakson
"Your clients are in

              THINGS (STILL)
                     trouble. They are looking
                     to you to save them. The
                     ad inventory that has
              AREN’T WORKING
                     been sold for the last 50
                     years no longer works,

              LIKE THEY
                     and marketers have
                     started to figure that out."

              USED TOJohn Stratton
                     CMO
                     Verizon Wireless




©2009 Paul Isakson
"Your clients are in
                     trouble. They are looking
                     to you to save them. The
                     ad inventory that has
                     been sold for the last 50
                     years no longer works,
                     and marketers have
                     started to figure that out."
                     John Stratton
                     CMO
                     Verizon Wireless




©2009 Paul Isakson
Investors and marketers are
                     irrationally overvaluing brands


©2009 Paul Isakson
©2009 Paul Isakson   WARC // http://www.warc.com/News/TopNews.asp?ID=25440
gaping void // hugh macleod
©2009 Paul Isakson   brandtags.net
cheap
         piss
©2009 Paul Isakson   brandtags.net
gross
          crap
©2009 Paul Isakson   brandtags.net
watery
            redneck
            yuck
©2009 Paul Isakson    brandtags.net
swill
                     funny
                     white
                     trash
                     shit
©2009 Paul Isakson           brandtags.net
©2009 Paul Isakson
                     Flickr // Jill Greenseth
©2009 Paul Isakson   Flickr // Illetirres
PEOPLE’S
               BEHAVIORS ARE
               CHANGING

©2009 Paul Isakson
                               Flickr // jurvetson
THE WAY PEOPLE
          SHOP HAS EVOLVED


©2009 Paul Isakson      Flickr // prettywar-stl
“A revolution doesn't
                     happen when a society
                     adopts new tools. It
                     happens when society
                     adopts new behaviours...”
                     Clay Shirky
                     Author, Consultant, Professor at NYU
                     Us Now (Film)




©2009 Paul Isakson                                          Flickr // Rain Rabbit
“A revolution doesn't

                A REVOLUTION
                       happen when a society
                       adopts new tools. It
                       happens when society
                   IS IN PROCESS
                       adopts new behaviours...”
                        Clay Shirky
                        Author, Consultant, Professor at NYU
                        Us Now (Film)




©2009 Paul Isakson
IT’S TIME FOR
               MARKETERS TO
               ADOPT NEW
               BEHAVIORS
©2009 Paul Isakson             Flickr // Andrew Huff
THE FUTURE OF
               MARKETING IS NOT
               ABOUT DOING AND
               SAYING THINGS
               TO PEOPLE
©2009 Paul Isakson            Flickr // Arnisto.com
THE FUTURE OF
              MARKETING IS
              ABOUT DOING
              THINGS WITH AND
              FOR PEOPLE
©2009 Paul Isakson
What does that mean?




©2009 Paul Isakson
©2009 Paul Isakson   Flickr // mädchenkrawall
©2009 Paul Isakson
                     J/K
THE FUTURE OF
          MARKETING IS
          COLLABORATIVE

©2009 Paul Isakson
©2009 Paul Isakson
                     Nike Chalkbot
THE FUTURE OF
          MARKETING IS
          GENEROUS

©2009 Paul Isakson
©2009 Paul Isakson
                     Toms Shoes
THE FUTURE OF
          MARKETING IS
          EXPERIMENTAL

©2009 Paul Isakson
Best Buy / Twelpforce
©2009 Paul Isakson
THE FUTURE OF
          MARKETING IS
          HELPFUL

©2009 Paul Isakson
IBM Seer
©2009 Paul Isakson
THE FUTURE OF
          MARKETING IS
          PLAYFUL

©2009 Paul Isakson
T-Mobile (U.K.)
©2009 Paul Isakson
THE FUTURE OF
          MARKETING IS
          PERSONAL

©2009 Paul Isakson
©2009 Paul Isakson   BK.com
THE FUTURE OF
          MARKETING IS
          HONEST

©2009 Paul Isakson
©2009 Paul Isakson
                     http://www.guardian.co.uk/technology/blog/2009/jul/24/amazon-drm
THE FUTURE OF
          MARKETING IS
          PARTICIPATORY

©2009 Paul Isakson
©2009 Paul Isakson
                     Mad Men on Twitter
How can we get there?




©2009 Paul Isakson
THE PRODUCT
           IS THE MARKETING
©2009 Paul Isakson
MAKE BETTER
           PRODUCTS
©2009 Paul Isakson
COMMIT TO SOMETHING
          BIGGER THAN YOURSELF
©2009 Paul Isakson
                           Flickr // milena mihaylova
IF YOU THINK THE
WORLD IS AN AUDIENCE


                      EHT KNIHT
                     .ETISOPPO
©2009 Paul Isakson        Paul Isakson - paulisakson.com
©2009 Paul Isakson   Flickr // striatic
Listen for rich
                     insights related to
                     your brand about
                     what people really
                      want and need.




©2009 Paul Isakson                    Flickr // EssG
LISTEN
 FOR
 WAYS
 TO
 MAKE
 YOUR
 _______
 BETTER.

©2009 Paul Isakson   Flickr // Patricil
©2009 Paul Isakson   Flickr // paulisakson
THE BEST WAY TO
     GET PEOPLE TO DO
     STUFF WITH YOU, IS
     TO FIRST JOIN THEM
     IN WHAT THEY ARE
     ALREADY DOING.
©2009 Paul Isakson
DO THINGS WORTH
 TALKING ABOUT.




©2009 Paul Isakson   Flickr // moriza
"Your brand is no stronger than your
                     reputation — and will increasingly depend
                     on what comes up when you are Googled."

                     Allan Jenkins
                     Global Communications Consultant




©2009 Paul Isakson
                                                        More Info: http://allanjenkins.typepad.com/my_weblog/
IT’S NOT WHAT
      YOU SAY THAT
      MATTERS, IT’S
      WHAT YOU DO.
©2009 Paul Isakson   Paul Isakson - paulisakson.com
©2009 Paul Isakson
                     ?s
Thank You




©2009 Paul Isakson
To keep the conversation going...




©2009 Paul Isakson
Paul Isakson
                     Head of Strategy
                     space150

                     blog / paulisakson.com
                     twitter / @paulisakson
                     email / paul.isakson@gmail.com




©2009 Paul Isakson
?
                     WHATʼS
                     NEXT IN
                     MARKETING

                     AND
                     ADVERTISING

                     2009
©2009 Paul Isakson

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What's Next In Marketing And Advertising (2009)

  • 1. ? WHATʼS NEXT IN MARKETING AND ADVERTISING 2009 ©2009 Paul Isakson
  • 2. An Updated Look At The Future Of Marketing And Advertising by Paul Isakson Head of Strategy space150 paulisakson.com ©2009 Paul Isakson
  • 3. What we’ll cover: Where we are today The future of marketing is... Getting there ©2009 Paul Isakson
  • 4. Where we are today ©2009 Paul Isakson
  • 5. "Your clients are in THINGS (STILL) trouble. They are looking to you to save them. The ad inventory that has AREN’T WORKING been sold for the last 50 years no longer works, LIKE THEY and marketers have started to figure that out." USED TOJohn Stratton CMO Verizon Wireless ©2009 Paul Isakson
  • 6. "Your clients are in trouble. They are looking to you to save them. The ad inventory that has been sold for the last 50 years no longer works, and marketers have started to figure that out." John Stratton CMO Verizon Wireless ©2009 Paul Isakson
  • 7. Investors and marketers are irrationally overvaluing brands ©2009 Paul Isakson
  • 8. ©2009 Paul Isakson WARC // http://www.warc.com/News/TopNews.asp?ID=25440
  • 9. gaping void // hugh macleod
  • 10. ©2009 Paul Isakson brandtags.net
  • 11. cheap piss ©2009 Paul Isakson brandtags.net
  • 12. gross crap ©2009 Paul Isakson brandtags.net
  • 13. watery redneck yuck ©2009 Paul Isakson brandtags.net
  • 14. swill funny white trash shit ©2009 Paul Isakson brandtags.net
  • 15. ©2009 Paul Isakson Flickr // Jill Greenseth
  • 16. ©2009 Paul Isakson Flickr // Illetirres
  • 17. PEOPLE’S BEHAVIORS ARE CHANGING ©2009 Paul Isakson Flickr // jurvetson
  • 18. THE WAY PEOPLE SHOP HAS EVOLVED ©2009 Paul Isakson Flickr // prettywar-stl
  • 19. “A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
  • 20. “A revolution doesn't A REVOLUTION happen when a society adopts new tools. It happens when society IS IN PROCESS adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson
  • 21. IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS ©2009 Paul Isakson Flickr // Andrew Huff
  • 22. THE FUTURE OF MARKETING IS NOT ABOUT DOING AND SAYING THINGS TO PEOPLE ©2009 Paul Isakson Flickr // Arnisto.com
  • 23. THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE ©2009 Paul Isakson
  • 24. What does that mean? ©2009 Paul Isakson
  • 25. ©2009 Paul Isakson Flickr // mädchenkrawall
  • 27. THE FUTURE OF MARKETING IS COLLABORATIVE ©2009 Paul Isakson
  • 28. ©2009 Paul Isakson Nike Chalkbot
  • 29. THE FUTURE OF MARKETING IS GENEROUS ©2009 Paul Isakson
  • 30. ©2009 Paul Isakson Toms Shoes
  • 31. THE FUTURE OF MARKETING IS EXPERIMENTAL ©2009 Paul Isakson
  • 32. Best Buy / Twelpforce ©2009 Paul Isakson
  • 33. THE FUTURE OF MARKETING IS HELPFUL ©2009 Paul Isakson
  • 35. THE FUTURE OF MARKETING IS PLAYFUL ©2009 Paul Isakson
  • 37. THE FUTURE OF MARKETING IS PERSONAL ©2009 Paul Isakson
  • 39. THE FUTURE OF MARKETING IS HONEST ©2009 Paul Isakson
  • 40. ©2009 Paul Isakson http://www.guardian.co.uk/technology/blog/2009/jul/24/amazon-drm
  • 41. THE FUTURE OF MARKETING IS PARTICIPATORY ©2009 Paul Isakson
  • 42. ©2009 Paul Isakson Mad Men on Twitter
  • 43. How can we get there? ©2009 Paul Isakson
  • 44. THE PRODUCT IS THE MARKETING ©2009 Paul Isakson
  • 45. MAKE BETTER PRODUCTS ©2009 Paul Isakson
  • 46. COMMIT TO SOMETHING BIGGER THAN YOURSELF ©2009 Paul Isakson Flickr // milena mihaylova
  • 47. IF YOU THINK THE WORLD IS AN AUDIENCE EHT KNIHT .ETISOPPO ©2009 Paul Isakson Paul Isakson - paulisakson.com
  • 48. ©2009 Paul Isakson Flickr // striatic
  • 49. Listen for rich insights related to your brand about what people really want and need. ©2009 Paul Isakson Flickr // EssG
  • 50. LISTEN FOR WAYS TO MAKE YOUR _______ BETTER. ©2009 Paul Isakson Flickr // Patricil
  • 51. ©2009 Paul Isakson Flickr // paulisakson
  • 52. THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU, IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING. ©2009 Paul Isakson
  • 53. DO THINGS WORTH TALKING ABOUT. ©2009 Paul Isakson Flickr // moriza
  • 54. "Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled." Allan Jenkins Global Communications Consultant ©2009 Paul Isakson More Info: http://allanjenkins.typepad.com/my_weblog/
  • 55. IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  • 58. To keep the conversation going... ©2009 Paul Isakson
  • 59. Paul Isakson Head of Strategy space150 blog / paulisakson.com twitter / @paulisakson email / paul.isakson@gmail.com ©2009 Paul Isakson
  • 60. ? WHATʼS NEXT IN MARKETING AND ADVERTISING 2009 ©2009 Paul Isakson