5. They’re busy creating their own content… Create a blog or a website + CONSIDER THIS… People have more content choices in more places… iTunes .com And they can block us out… Caller ID
6.
7. People don’t need advertising anymore to tell them about new products. And if they want to find out, they will on their terms.
13. BRAND BRANDING COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND BEHAVIOR WITH, THE BRAND. perception influence perception
14. BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH THE BRAND.
32. CONTENT IS THE NEW CURRENCY 1 Week = $1.6 Million Source: Chicago Tribune / Leisure Blogs / Turn It Up - http://leisureblogs.chicagotribune.com/turn_it_up/2008/03/reznors-one-wee.html
33. CONTENT IS THE NEW CURRENCY 3 Days = $9.6 Million Source: Daily Swarm
34. CONTENT IS THE NEW CURRENCY 17 year old = $1 Million selling MySpace layouts
56. THERE ARE MORE PLACES, CONTEXTS, & TOOLS FOR ENGAGING WITH OUR CONTENT THAN EVER. HBO ITUNES FLICKR MYSPACE FACEBOOK ABC LOST THE LOST BLOG THE LOST DVD SET ABC.COM AMERICAN IDOL FOX IDOLS ON ITUNES IDOLS ON TOUR EBLOGGER TYPEPAD IPHONE iLIFE YOU TUBE XBOX Wii TiVO iPOD BLACKBERRY PLAYSTATION TRAVEL & LEISURE AT THE RESORT ON THE PLANE WIDGETS GADGETS MSN.COM GOOGLE WIKIPEDIA
60. Goal : One idea working in all contexts taking advantage of the strengths of each. Interactive People can participate… So, what are we asking them to do? How are they engaging? Is our content useful? TV Big draw power & high on entertainment value. What role can TV play? Can we use it differently? Mobile You can take it with you. So, what content are we providing that people would want to take with them?
71. Shifting from Advertising To Marketing create MARKETING SOLUTIONS not ADS create USEFUL CONTENT think CONTEXT don’t forget the BRAND The Idea Content & tools that make life better in some way. Think of all of the places, the touch points, where people could engage with our content. What are they seeking there. The way they use media and technology will influence our content. Is the brand central to the idea? Are we allowing for experiences that will get people engaged and ultimately move product? Get beyond commercial messages. Solve something. Involve people. Enable them. Let them Participate.
72.
Notas do Editor
Just wanted to share a few thoughts today on where things are moving. This isn’t the long-term outlook so much as the direction stuff is shifting today thanks to the growing realization of the power the Web holds to tell stories, engage people, and give them things that are more relevant and useful as far as brands are concerned.
