ctrl alt del rebooting advertising for a digital world (india 2013) slideshare
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REBOOTING ADVERTISING FOR A DIGITAL WORLD
In 2000 the outstanding adver2sing campaign of the year involved a group of
guys shou2ng “Wassup”
In 2000 the outstanding adver2sing campaign of the year involved a group of
guys shou2ng “Wassup”
“IN OUR LIFETIMES, WE’LL NEVER SEE SO MUCH VALUE CREATED FROM A SINGLE IDEA. IT MAKES BUDWEISER A BRAND FOR EVERY CULTURE, EVERY DEMOGRAPHIC AND EVERY COMMUNITY. IT MAKES BUDWEISER A YOUNGER,
HIPPER, MORE CONTEMPORARY BRAND.”
ANHEUSER-‐BUSCH
In 2013 the outstanding piece of marke2ng involved a mission to the Edge of Space
and a supersonic freefall
The Red Bull Stratos project, while unique in its ambi2on, is representa2ve of a
necessary shiO in adver2sing
The Red Bull Stratos project, while unique in its ambi2on, is representa2ve of a
necessary shiO in adver2sing
“THE STRATOS PROJECT ALSO HINTS AT A WIDER SHIFT IN MARKETING IN THE DIGITAL AGE: IT IS NO LONGER ENOUGH
TO OBSESS OVER BRAND VALUATION AND IMAGE. CONSUMERS ARE INCREASINGLY DEMANDING THAT BRANDS
PROVE THEIR WORTH, A SHIFT THAT HAS HUGE IMPLICATIONS FOR MARKETERS.”
MARKETING MAGAZINE
Digital technology has disrupted the symbio2c rela2onship between media and
marke2ng
We used to live in a world of informa2on scarcity where media was controlled by a
rela2vely small select group
We now live in a world of informa2on super abundance where tradi2onal media owners have lost some of their hold on our
aUen2on
Informa2on has become a universal commodity that is created and ac2vely
traded by us all
And media is no longer just an asset created by the few to be passively
consumed by the many
In this new digital age our aUen2on is fragmented across an array of channels
and devices
And this fragmenta2on is only likely to increase as the Internet becomes
increasingly mobile
And this fragmenta2on is only likely to increase as the Internet becomes
increasingly mobile
This has drama2c implica2ons for mass media owners
It also has drama2c implica2ons for the adver2sing industry
Clearly tradi2onal media s2ll has a very important to role to play in the brand
building process
Clearly tradi2onal media s2ll has a very important to role to play in the brand
building process
However we can’t afford to ignore the transforma2ve impact of digital on the
efficiency and effec2veness of adver2sing
However we can’t afford to ignore the transforma2ve impact of digital on the
efficiency and effec2veness of adver2sing
“THE INTERNET HAS UPENDED HOW CONSUMERS ENGAGE WITH BRANDS. IT IS TRANSFORMING THE ECONOMICS OF
MARKETING AND MAKING OBSOLETE MANY OF THE FUNCTION’S TRADITIONAL STRATEGIES AND STRUCTURES. FOR MARKETERS THE OLD WAY OF DOING BUSINESS IS
UNSUSTAINABLE.”
DAVID EDELMAN, MCKINSEY
New digital devices provide an extraordinarily rich canvas to create
stories that engage rather than just ads that simplify
New digital devices provide an extraordinarily rich canvas to create
stories that engage rather than just ads that simplify
New digital devices provide an extraordinarily rich canvas to create
stories that engage rather than just ads that simplify
“THE TABLET, THOUGH, WITH ITS PRINT REPLACEMENT + INTERACTION ABILITIES, OFFERS GAME-‐CHANGING SELLING AND BUYING POSSIBILITIES. FOR THIS INTERACTIVE WORLD, IT’S BEYOND TILTING AND TAPPING -‐ IT’S TIME TO SHAKE,
RATTLE, AND ROLL THE WORLDS OF ADVERTISING.”
NIEMAN JOURNALISM LAB, HARVARD
With digital data relevance trumps reach elimina2ng the waste inherent in
broadcast media
Digital tools enable marketers to create content that people want to connect with rather than adver2sing they try to ignore
Digital pla_orms enable brand advocacy rather than just brand awareness which beUer suits the way the consumers
actually make decisions
Digital pla_orms enable brand advocacy rather than just brand awareness which beUer suits the way the consumers
actually make decisions
“WE ARE NOT A SPECIES OF INDEPENDENT, SELF-‐ DETERMING INDIVIDUALS, WHATEVER OUR BRAINS AND
CULTURE TELL US. MOST OF OUR BEHAVIOUR IS THE RESULT OF OUR INTERACTION WITH OTHER PEOPLE BECAUSE WE
ARE A SUPER SOCIAL SPECIES. A HERD ANIMAL, IF YOU LIKE. WE DO WHAT WE DO BECAUSE OF THOSE AROUND US.”
MARK EARLS, AUTHOR, HERD
The inherent interac2vity of digital enables on-‐going conversa2ons to replace
intermiUent campaigns
The inherent interac2vity of digital enables on-‐going conversa2ons to replace
intermiUent campaigns
“CONVERSATIONS AMOUNG THE MEMBERS OF YOUR MARKETPLACE HAPPEN WHETHER YOU LIKE IT OR NOT. GOOD MARKETING ENCOURAGES THE RIGHT SORT OF
CONVERSATION.”
SETH GODIN, AUTHOR, PERMISSION MARKETING
In a digital world brand pla_orms are more powerful than brand posi2oning
statements
And digital channels increase the value of integrated ideas making them even more
important than insights
So this isn’t about the death of adver2sing or tradi2onal media, it’s about harnessing the new opportuni2es that exist in a digital world to improve the marke2ng process
So this isn’t about the death of adver2sing or tradi2onal media, it’s about harnessing the new opportuni2es that exist in a digital world to improve the marke2ng process
“THE ROUGH GUIDE TO MARKETING SUCCESS USED TO BE THAT YOU GOT WHAT YOU PAID FOR. NO LONGER. WHILE TRADITIONAL ‘PAID MEDIA’ -‐ SUCH AS TELEVISION AND RADIO COMMERCIALS, PRINT ADVERTISEMENTS, AND ROADSIDE BILLBOARDS -‐ STILL PLAY A MAJOR ROLE,
COMPANIES TODAY CAN EXPLOIT MANY ALTERNATIVE FORMS OF MEDIA.”
DAVID EDELMAN & BRIAN SALSBURG, MCKINSEY
Nick Blunden | Global Digital Publisher | The Economist |
[email protected] | @nickblunden
REBOOTING ADVERTISING FOR A DIGITAL WORLD