the future of marketing, advertising, and branded entertainment
TRANSCRIPT
The Future of Marketing, Advertising, and Branded
Entertainment.
Ian SchaferCEO & Founder, Deep Focus
1997: i-traffic
1999: Miramax Films
2002: Deffe FOCUCreative. Media. Publicity & Public Relations. Strategy.
Branded Experiences.
Branded entertainment as you know it is evolving faster than
you are.
Why?
Web 1.0Connecting people to
information.
Web 2.0Connecting people to each
other.
Web 3.0Everything is connected.
Branded Entertainment 1.0Integration and product
placement.
Branded Entertainment 2.0Conversation, engagement,and chaotic creativity.
Social media, UGC, and new web technologies are changing
the way your consumers interact with each other -- and with your
brands.
QuickTime™ and aH.264 decompressor
are needed to see this picture.
The web is a one (and many)-to-many (and so on), two-way conductor and
facilitator of conversation and concurrently shared experiences.
“Branded entertainment”must be re-imagined as“branded experiences”.
QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.
Diffusion of Innovation Theory
bloggers
blog readers
YouTube watchers,Google searchers GMA Viewers
Family & Friends
Surround, activate, & engage.
Create goodwill.
Coolhunt & trendspot.
Be an active listener.
Incite & ignite.
Be chaotic.
So what is the future of successful marketing & advertising?
Future success will depend on the ability to initiate experiences that evolve, adapt, and are contributed to by your consumers.
