the new marketing landscape by dan pankraz

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