Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare

REBOOTING  ADVERTISING  FOR  A  DIGITAL  WORLD

In  2000  the  outstanding  adver2sing  campaign  of  the  year  involved  a  group  of  

guys  shou2ng  “Wassup”

In  2000  the  outstanding  adver2sing  campaign  of  the  year  involved  a  group  of  

guys  shou2ng  “Wassup”

“IN  OUR  LIFETIMES,  WE’LL  NEVER  SEE  SO  MUCH  VALUE  CREATED  FROM  A  SINGLE  IDEA.  IT  MAKES  BUDWEISER  A  BRAND  FOR  EVERY  CULTURE,  EVERY  DEMOGRAPHIC  AND  EVERY  COMMUNITY.  IT  MAKES  BUDWEISER  A  YOUNGER,  

HIPPER,  MORE  CONTEMPORARY  BRAND.”

ANHEUSER-­‐BUSCH

In  2013  the  outstanding  piece  of  marke2ng  involved  a  mission  to  the  Edge  of  Space  

and  a  supersonic  freefall

The  Red  Bull  Stratos  project,  while  unique  in  its  ambi2on,  is  representa2ve  of  a  

necessary  shiO  in  adver2sing

The  Red  Bull  Stratos  project,  while  unique  in  its  ambi2on,  is  representa2ve  of  a  

necessary  shiO  in  adver2sing

“THE  STRATOS  PROJECT  ALSO  HINTS  AT  A  WIDER  SHIFT  IN  MARKETING  IN  THE  DIGITAL  AGE:  IT  IS  NO  LONGER  ENOUGH  

TO  OBSESS  OVER  BRAND  VALUATION  AND  IMAGE.  CONSUMERS  ARE  INCREASINGLY  DEMANDING  THAT  BRANDS  

PROVE  THEIR  WORTH,  A  SHIFT  THAT  HAS  HUGE  IMPLICATIONS  FOR  MARKETERS.”

MARKETING  MAGAZINE

Digital  technology  has  disrupted  the  symbio2c  rela2onship  between  media  and  

marke2ng

We  used  to  live  in  a  world  of  informa2on  scarcity  where  media  was  controlled  by  a  

rela2vely  small  select  group  

We  now  live  in  a  world  of  informa2on  super  abundance  where  tradi2onal  media  owners  have  lost  some  of  their  hold  on  our  

aUen2on

Informa2on  has  become  a  universal  commodity  that  is  created  and  ac2vely  

traded  by  us  all

And  media  is  no  longer  just  an  asset  created  by  the  few  to  be  passively  

consumed  by  the  many

In  this  new  digital  age  our  aUen2on  is  fragmented  across  an  array  of  channels  

and  devices

And  this  fragmenta2on  is  only  likely  to  increase  as  the  Internet  becomes  

increasingly  mobile

And  this  fragmenta2on  is  only  likely  to  increase  as  the  Internet  becomes  

increasingly  mobile

This  has  drama2c  implica2ons  for  mass  media  owners

It  also  has  drama2c  implica2ons  for  the  adver2sing  industry

Clearly  tradi2onal  media  s2ll  has  a  very  important  to  role  to  play  in  the  brand  

building  process

Clearly  tradi2onal  media  s2ll  has  a  very  important  to  role  to  play  in  the  brand  

building  process

However  we  can’t  afford  to  ignore  the  transforma2ve  impact  of  digital  on  the  

efficiency  and  effec2veness  of  adver2sing  

However  we  can’t  afford  to  ignore  the  transforma2ve  impact  of  digital  on  the  

efficiency  and  effec2veness  of  adver2sing  

“THE  INTERNET  HAS  UPENDED  HOW  CONSUMERS  ENGAGE  WITH  BRANDS.  IT  IS  TRANSFORMING  THE  ECONOMICS  OF  

MARKETING  AND  MAKING  OBSOLETE  MANY  OF  THE  FUNCTION’S  TRADITIONAL  STRATEGIES  AND  STRUCTURES.  FOR  MARKETERS  THE  OLD  WAY  OF  DOING  BUSINESS  IS  

UNSUSTAINABLE.”

DAVID  EDELMAN,  MCKINSEY

New  digital  devices  provide  an  extraordinarily  rich  canvas  to  create  

stories  that  engage  rather  than  just  ads  that  simplify  

New  digital  devices  provide  an  extraordinarily  rich  canvas  to  create  

stories  that  engage  rather  than  just  ads  that  simplify  

New  digital  devices  provide  an  extraordinarily  rich  canvas  to  create  

stories  that  engage  rather  than  just  ads  that  simplify  

“THE  TABLET,  THOUGH,  WITH  ITS  PRINT  REPLACEMENT  +  INTERACTION  ABILITIES,  OFFERS  GAME-­‐CHANGING  SELLING  AND  BUYING  POSSIBILITIES.  FOR  THIS  INTERACTIVE  WORLD,  IT’S  BEYOND  TILTING  AND  TAPPING  -­‐  IT’S  TIME  TO  SHAKE,  

RATTLE,  AND  ROLL  THE  WORLDS  OF  ADVERTISING.”

NIEMAN  JOURNALISM  LAB,  HARVARD  

With  digital  data  relevance  trumps  reach  elimina2ng  the  waste  inherent  in  

broadcast  media

Digital  tools  enable  marketers  to  create  content  that  people  want  to  connect  with  rather  than  adver2sing  they  try  to  ignore

Digital  pla_orms  enable  brand  advocacy  rather  than  just  brand  awareness  which  beUer  suits  the  way  the  consumers  

actually  make  decisions

Digital  pla_orms  enable  brand  advocacy  rather  than  just  brand  awareness  which  beUer  suits  the  way  the  consumers  

actually  make  decisions

“WE  ARE  NOT  A  SPECIES  OF  INDEPENDENT,  SELF-­‐  DETERMING  INDIVIDUALS,  WHATEVER  OUR  BRAINS  AND  

CULTURE  TELL  US.  MOST  OF  OUR  BEHAVIOUR  IS  THE  RESULT  OF  OUR  INTERACTION  WITH  OTHER  PEOPLE  BECAUSE  WE  

ARE  A  SUPER  SOCIAL  SPECIES.  A  HERD  ANIMAL,  IF  YOU  LIKE.  WE  DO  WHAT  WE  DO  BECAUSE  OF  THOSE  AROUND  US.”

MARK  EARLS,  AUTHOR,  HERD

The  inherent  interac2vity  of  digital  enables  on-­‐going  conversa2ons  to  replace  

intermiUent  campaigns

The  inherent  interac2vity  of  digital  enables  on-­‐going  conversa2ons  to  replace  

intermiUent  campaigns

“CONVERSATIONS  AMOUNG  THE  MEMBERS  OF  YOUR  MARKETPLACE  HAPPEN  WHETHER  YOU  LIKE  IT  OR  NOT.  GOOD  MARKETING  ENCOURAGES  THE  RIGHT  SORT  OF  

CONVERSATION.”

SETH  GODIN,  AUTHOR,  PERMISSION  MARKETING

In  a  digital  world  brand  pla_orms  are  more  powerful  than  brand  posi2oning  

statements

And  digital  channels  increase  the  value  of  integrated  ideas  making  them  even  more  

important  than  insights

So  this  isn’t  about  the  death  of  adver2sing  or  tradi2onal  media,  it’s  about  harnessing  the  new  opportuni2es  that  exist  in  a  digital  world  to  improve  the  marke2ng  process

So  this  isn’t  about  the  death  of  adver2sing  or  tradi2onal  media,  it’s  about  harnessing  the  new  opportuni2es  that  exist  in  a  digital  world  to  improve  the  marke2ng  process

“THE  ROUGH  GUIDE  TO  MARKETING  SUCCESS  USED  TO  BE  THAT  YOU  GOT  WHAT  YOU  PAID  FOR.  NO  LONGER.  WHILE  TRADITIONAL  ‘PAID  MEDIA’  -­‐  SUCH  AS  TELEVISION  AND  RADIO  COMMERCIALS,  PRINT  ADVERTISEMENTS,  AND  ROADSIDE  BILLBOARDS  -­‐  STILL  PLAY  A  MAJOR  ROLE,  

COMPANIES  TODAY  CAN  EXPLOIT  MANY  ALTERNATIVE  FORMS  OF  MEDIA.”

DAVID  EDELMAN  &  BRIAN  SALSBURG,  MCKINSEY

Nick  Blunden  |  Global  Digital  Publisher  |  The  Economist  |  

[email protected]  |  @nickblunden

REBOOTING  ADVERTISING  FOR  A  DIGITAL  WORLD