media
DESCRIPTION
If all brands today should behave like media, how does media come to exist and what are the ideas that drive marketing in the age of owned media, brand experiences, and activity systems?TRANSCRIPT
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
Media.
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
“Both a prisoner and a product of academic life, McLuhan broke out because he recognized the toxic effects of media long before media became the air we all breathe. And he did it before there was any genuine understanding of how
human beings process mediated information.”
Nicholas Carr, New York Times, reviewing “You Know Nothing of My Work!” by Douglas Coupland
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
“We are not just extending human agency through a new linguistic or communications system. We are replicating the very function of cognition
through external, extra-human mechanisms. These tools are not mere extensions of the will of some individual or group, but tools that have the ability to think and
operate other components in the neural network—namely, us.”
Rushkoff, Douglas; Leland Purvis (2010-11-01). Program or Be Programmed
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
“A medium is technology that enables communication…”
Lisa Gitleman via Convergence Culture (2006) Jenkins
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
“A medium is a set of social and cultural practices that have grown
up around technology…” Lisa Gitleman via Convergence Culture (2006) Jenkins
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
Technology
Cultural Practices
Medium
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
2005 2009 2011
The Evolution of Facebook’s Profile Page via TechSmashed
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
Technology Culture MediaMore Accessible NetworkedBuilding Blocks
Network of:BeliefsBehaviorsConventions
Digital AgePersonalConnectedDistributed
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
PAID | EARNED | OWNED
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
56%47%
41%
13% 12% 11%
23% 18% 18%
PAID | EARNED | OWNED
Trust by media type. Source: Forrester
[Newspaper, Magazine, TV] [WOM, Reviews, Seeing other people] [opt-in email, brand website, in-store]
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
via Brand Programming
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
via Brand Programming
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
thank you