what's next in marketing and advertising (2009)
DESCRIPTION
An updated look at What's Next In Marketing and Advertising based on the presentation by the same title that I gave last year. Initially presented at Marketing 2.0 : unfiltered, by Espresso (Agency) in Boston. Would love to come present it to others, just let me know.TRANSCRIPT
?WHATʼSNEXT INMARKETING
2009ANDADVERTISING
©2009 Paul Isakson
An Updated Look At The Future Of Marketing And Advertisingby Paul IsaksonHead of Strategyspace150paulisakson.com
©2009 Paul Isakson
What we’ll cover:Where we are todayThe future of marketing is...Getting there
©2009 Paul Isakson
Where we are today
©2009 Paul Isakson
"Your clients are in trouble. They are looking to you to save them. The ad inventory that has been sold for the last 50 years no longer works, and marketers have started to figure that out."
John Stratton CMOVerizon Wireless
THINGS (STILL) AREN’T WORKING LIKE THEY
USED TO
©2009 Paul Isakson
"Your clients are in trouble. They are looking to you to save them. The ad inventory that has been sold for the last 50 years no longer works, and marketers have started to figure that out."
John Stratton CMOVerizon Wireless
©2009 Paul Isakson
Investors and marketers are irrationally overvaluing brands
©2009 Paul Isakson
WARC // http://www.warc.com/News/TopNews.asp?ID=25440©2009 Paul Isakson
gaping void // hugh macleod
brandtags.net
wateryredneckyuckweak©2009 Paul Isakson
brandtags.net
swillfunnywhitetrashshittasteless©2009 Paul Isakson
Flickr // Jill Greenseth©2009 Paul Isakson
Flickr // Illetirres©2009 Paul Isakson
PEOPLE’S BEHAVIORS ARE CHANGING
Flickr // jurvetson©2009 Paul Isakson
THE WAY PEOPLE SHOP HAS EVOLVED
Flickr // prettywar-stl©2009 Paul Isakson
“A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...”
Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)
Flickr // Rain Rabbit©2009 Paul Isakson
“A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...”
Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)
A REVOLUTION IS IN PROCESS
©2009 Paul Isakson
IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS
Flickr // Andrew Huff©2009 Paul Isakson
THE FUTURE OF MARKETING IS NOT ABOUT DOING AND
SAYING THINGS TO PEOPLE
Flickr // Arnisto.com©2009 Paul Isakson
THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE
©2009 Paul Isakson
What does that mean?
©2009 Paul Isakson
Flickr // mädchenkrawall©2009 Paul Isakson
J/K©2009 Paul Isakson
THE FUTURE OF MARKETING IS COLLABORATIVE
©2009 Paul Isakson
Nike Chalkbot©2009 Paul Isakson
THE FUTURE OF MARKETING IS GENEROUS
©2009 Paul Isakson
THE FUTURE OF MARKETING IS EXPERIMENTAL
©2009 Paul Isakson
THE FUTURE OF MARKETING IS HELPFUL
©2009 Paul Isakson
IBM Seer©2009 Paul Isakson
THE FUTURE OF MARKETING IS PLAYFUL
©2009 Paul Isakson
T-Mobile (U.K.)©2009 Paul Isakson
THE FUTURE OF MARKETING IS PERSONAL
©2009 Paul Isakson
THE FUTURE OF MARKETING IS HONEST
©2009 Paul Isakson
http://www.guardian.co.uk/technology/blog/2009/jul/24/amazon-drm©2009 Paul Isakson
THE FUTURE OF MARKETING IS PARTICIPATORY
©2009 Paul Isakson
Mad Men on Twitter©2009 Paul Isakson
How can we get there?
©2009 Paul Isakson
THE PRODUCT IS THE MARKETING
©2009 Paul Isakson
MAKE BETTER PRODUCTS
©2009 Paul Isakson
COMMIT TO SOMETHING BIGGER THAN YOURSELF
Flickr // milena mihaylova©2009 Paul Isakson
IF YOU THINK THE WORLD IS AN AUDIENCE
THINK THE OPPOSITE.
Paul Isakson - paulisakson.com©2009 Paul Isakson
Flickr // striatic©2009 Paul Isakson
Flickr // EssG
Listen for rich insights related to your brand about what people really
want and need.
©2009 Paul Isakson
LISTEN FOR WAYS TO MAKE YOUR _______BETTER.
Flickr // Patricil©2009 Paul Isakson
Flickr // paulisakson©2009 Paul Isakson
THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU, IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING.
©2009 Paul Isakson
DO THINGS WORTH TALKING ABOUT.
Flickr // moriza©2009 Paul Isakson
"Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled."
Allan JenkinsGlobal Communications Consultant
More Info: http://allanjenkins.typepad.com/my_weblog/©2009 Paul Isakson
IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO.
Paul Isakson - paulisakson.com©2009 Paul Isakson
?s©2009 Paul Isakson
Thank You
©2009 Paul Isakson
To keep the conversation going...
©2009 Paul Isakson
Paul IsaksonHead of Strategyspace150
blog / paulisakson.comtwitter / @paulisaksonemail / [email protected]
©2009 Paul Isakson
?WHATʼSNEXT INMARKETING
2009ANDADVERTISING
©2009 Paul Isakson