Emerging Platforms Exploration

BASSETT & PARTNERSEMERGING PLATFORMS EXPLORATION!

02.24.2014!!

BASSETT & PARTNERS 6EMERGING PLATFORMS

Today’s Objectives

�4

• Illustrate how companies are using emerging platforms to advance their advertising strategy.!

• Identify opportunities for advertising in emerging platforms.!

• Evaluate emerging platforms with a critical eye to advertising implications.!

• Identify current and future trends in emerging platforms.

BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

BASSETT & PARTNERS 5

CULTURAL CONTEXT!

EMERGING PLATFORMS EXPLORATION


ALWAYS ON



GRAYED OUT



EMPOWERED



THIRSTY



OVERWHELMED


BASSETT & PARTNERS

ANXIOUS

EMERGING PLATFORMS EXPLORATION 11

BASSETT & PARTNERS

ANNOYED


BASSETT & PARTNERS

STATE OF ADVERTISING!


BASSETT & PARTNERS

BROKEN


Advertising is broken

�15BASSETT & PARTNERS Source: Andrew Ehrenberg; Copernicus Consulting; McKinsey EMERGING PLATFORMS EXPLORATION

• “In most categories a brand’s market share is stationary”!

• 4 out of 5 categories seen as increasingly homogeneous!

• Less than 1 in 10 ads seen as different!

• 4% response rate successful in DM; 0.5% average click-thru rate for banners!

• 3x $ spent on price cutting as on ‘brand building’ in packaged goods!

http://www.slideshare.net/kelseyhodgkin/strategy-for-the-modern-age

What are you really selling?

�16BASSETT & PARTNERS Source: Youtube - Simon Sinek, "Start With Why" EMERGING PLATFORMS EXPLORATION

http://www.youtube.com/watch?v=d2SEPoQEgqA

BASSETT & PARTNERS

“Understand what people are interested in and work back from there.” !

!

- Gareth Kay, Founding Partner Zeus Jones San Francisco


Emerging Platforms

�18

PLATFORMS THAT CAN BE LEVERAGED BY BRANDS TO SHARE WITH THE WORLD WHY THESE BRAND EXIST IN THE FIRST PLACE - I.E. THEIR REASONS FOR BEING.!!

THESE PLATFORMS SHOULD ALSO ALLOW BRANDS TO DEMONSTRATE THEIR USEFULNESS WELL BEYOND SIMPLY THEIR LITERAL PRODUCT OR SERVICE BENEFITS.


Emerging Platforms

�19

1. Curated experiences!2. New learning culture!3. Maker movement!4. Super human potential!5. Access vs. Ownership


BASSETT & PARTNERS

1. CURATED EXPERIENCES!


1. Curated experiences

�21

• What it is: EXPERIENCES STITCHED TOGETHER BY TASTEMAKERS !!

• Why it matters: PEOPLE ARE OVERWHELMED BY UNLIMITED OPTIONS, THEY’RE LOOKING FOR DIRECTION, WHILE AT THE SAME TIME THEY VALUE BEING SURPRISED & DELIGHTED THROUGH NEW DISCOVERIES


1. Curated experiences :: Beats Music

�22BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

1. Curated experiences :: Trunk Club


BASSETT & PARTNERS

2. NEW LEARNING CULTURE!


2. New learning culture

�25

• What it is: LEARNING IS NO LONGER DEPENDENT ON INSTITUTIONS!!

• Why it matters: PEOPLE SEEKING NEW SKILLS CAN TAP INTO AN ENDLESS SUPPLY OF CONTENT ONLINE AT LITTLE TO NO COST


2. New learning culture :: Skillshare


2. New learning culture :: Khan Academy


BASSETT & PARTNERS

3. MAKER MOVEMENT!


3. Maker Movement

�29

• What it is: THE RESURGENCE OF PEOPLE WANTING TO MAKE TANGIBLE THINGS WITH THEIR OWN HANDS!!

• Why it matters: CALL IT A REJECTION OF THE DIGITIZATION OF NEARLY EVERY ASPECT OF OUR LIVES - PEOPLE HAVE A DEEP-SEATED DESIRE TO CREATE AND MAKE THEIR MARK!


3. Maker movement :: Motomethod

�30BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATIONSource: PSFK Future Retail Report 2012 | PG 28

Motorcycle repair shop invites customers to work on bikes themselves.!

http://www.slideshare.net/PSFK/psfk-presents-future-of-retail-report-2012

3. Maker movement :: MakerBot


BASSETT & PARTNERS

4. SUPER HUMAN POTENTIAL!


4. Super human potential

�33

• What it is: WEARABLE DEVICES WILL ACT AS DIGITAL EXTENSIONS OF PEOPLE’S OWN HUMAN ABILITIES!

!

• Why it matters: PEOPLE WILL BE ABLE TO DO EXTRAORDINARY THINGS AS THE INTEGRATION OF SENSORS AND TECHNOLOGY IS EMBEDDED INTO THE FABRIC OF OUR EVERYDAY LIVES!


4. Super human potential :: Wearable Robot


4. Super human potential :: Oakley Airwave


BASSETT & PARTNERS

5. ACCESS V OWNERSHIP!


5. Access v ownership

�37

• What it is: PEOPLE NO LONGER FEEL THE NEED TO PERSONALLY OWN MANY THINGS THAT WERE ONCE CONSIDERED NECESSITIES.!

!

• Why it matters: THE GREAT RECESSION HAS MADE A LASTING IMPACT ON PEOPLE’S PRIORITIES. WHEN MONEY WAS SCARE, ALTERNATIVE BUSINESS MODELS WERE LAUNCHED AND LOVED.!


5. Access v ownership :: Uber


5. Access v ownership :: Airbnb


BASSETT & PARTNERS

IMPLICATIONS!


Emerging Platforms + Implications

�41

1. Curated experiences!2. New learning culture!3. Maker movement!4. Super human potential!5. Access v Ownership

BASSETT & PARTNERS

1. One-to-one!2. Always in beta!3. Embrace analog!4. Need to speak visually!5. Always be sharing


BASSETT & PARTNERS

1. ONE-TO-ONE!


1. One-to-one

�43

• LEVERAGE TECHNOLOGY TO MAKE CUSTOM TAILORED EXPERIENCES AT SCALE (E.G. N.M. ARMS SALES PEOPLE WITH IPADS THAT LIST FREQUENT SHOPPERS PREFERENCES)


BASSETT & PARTNERS

2. ALWAYS IN BETA!


2. Always in beta

�45

• ADVERTISING IS NOT A SET IT AND FORGET IT APPROACH LIKE IN YEARS PAST.!!

• THERE IS A NEED TO BE AGILE. TO DEPLOY, LEARN, AND ADAPT AFTER LAUNCH.


BASSETT & PARTNERS

3. EMBRACE ANALOG!


3. EMBRACE ANALOG

�47

• THE COUNTER TO OUR EVER INCREASING DIGITIZED SOCIETY IS THE NEED TO CREATE TANGIBLE THINGS OUT OF MATTER THAT MATTER TO US.!!

• IN WHAT WAYS COULD YOUR BRAND, PRODUCT, SERVICE AND/OR EXPERIENCE ENABLE PEOPLE TO LEVERAGE THEIR IMAGINATION AND CREATE?


BASSETT & PARTNERS

4. NEED TO SPEAK VISUALLY!


4. Need to speak visually

�49

• WE ARE ENGROSSED IN TEXT ALL DAY LONG - FROM TEXT MESSAGE, TO MARKETING COMMUNICATIONS TO EMAIL TO NEWS APPS, GOSSIP MAGAZINES AND EVERYTHING IN BETWEEN.!

!

• HOW MIGHT WE LEVERAGE VISUALS AND IMAGERY TO HELP PEOPLE NAVIGATE EXPERIENCES WITH EASE AND INTUITION?


BASSETT & PARTNERS

5. ALWAYS BE SHARING!


5. Always be sharing

�51

• THE PASSIONATE PURSUIT OF MATERIAL ACCUMULATION HAS BEEN UPENDED BY THE DESIRE TO GAIN EXPERIENCES WITHOUT THE STRINGS.!

!

• IN WHAT WAYS MIGHT YOUR BRAND BE BETTER SERVED BY OFFERING ITS PRODUCTS OR SERVICES ON A TEMPORARY BASIS V BEING SOLEY FOCUSED ON CLOSING THE SALE?


[email protected] !

@koske

Emerging Platforms Exploration

Marketing

Transcript of Emerging Platforms Exploration