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Advertising and Media in the Age of Responsibility
Utrecht, September 2012
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How do you feel when you see these ads?
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How will you feel when you see these ads 20 years from now?
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The Age of Responsibility
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The Age of Responsibility
Richard Heinberg (The End of Growth): “We were warned that sooner or later we’d hit the limits to growth, and now we have. […] and now we are nearing or at the point of declining energy, declining freshwater, declining minerals, declining biodiversity… and a declining economy.”
Wayne Visser (The Age of Responsibility): “Responsibility is the counterbalance to rights. […] Responsibility is the set of prints we leave in the sand, the marks of our passage. What tracks will you leave? Where is the place where you can most freely and effectively respond? The choice, as always, is yours.”
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What this means for Advertising and Media
From:
‘Target Groups’ and ‘The Consumer’
Storytelling
Hedonistic
Marketing funnel
Share of Voice
Like this
Share this
Violation of privacy
To:
‘People’ and ‘Customers’
Lead by example
Real
Reciprocity
Share of Listening
Like you
Co-creation
Data for the greater good
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Paid, Owned and Earned
“[… ] advertising no longer works as effectively as it did unless bolstered by additional marketing channels. Owned and earned media are vital to campaigns, helping to
amplify and spread brand messages across a myriad of complex paths that consumers follow across devices, screens, and media.”
The Converged Media Imperative: How Brands Must Combine Paid, Owned, and Earned Media – July 2012, Rebecca Lieb & Jeremiah Owyang
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Hence…
By maximizing the effectiveness of Owned & Earned there will be less need for Paid Media
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Save money and do good
Global advertising spend 2011:
USD 460 billion
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How can this be achieved?
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How can this be achieved?
1. Smarter use of data
2. Great (meaningful) content
3. Add social to the mix
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1. Smarter use of data
Source: http://youtu.be/1AIhOMwmz9I
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1. Smarter use of data
Big data (e.g. Google uses mobile data for traffic information)
1-to-1 data
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2. Great (meaningful) content
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3. Add social to the mix
Source: comScore – The Power of Like
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Some great examples
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Ben & Jerry’s Fair Tweets
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Greenpeace
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Pepsi Refresh Project
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Letsheal.org
Mark Woerde, 2011
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This is not the end, it is just the beginning!
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