Lessons from a modern day ad man
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Transcript of Lessons from a modern day ad man
@ChrisRawlinson
Lessons from a modern day ad man
@ChrisRawlinson
Some general digital world info.Some rules of advertising.
Some trends.
Topics
@ChrisRawlinson
THE INTERNET
The context of marketing has changed dramatically.
The next few pages show why.
Some general digital world info
@ChrisRawlinson
This is the rise of the attention economy
@ChrisRawlinson Source: http://www.baekdal.com/analysis/market-of-information
Where we get our information from has flourished
@ChrisRawlinson Source: http://www.baekdal.com/analysis/market-of-information
Information sources over time (linear)
@ChrisRawlinson
The Year 2000 as imagined in 1910 by French postcard artist Villemard. Image: National Library of France
Life & learning in the year 2000 as imagined in 1910
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Life & learning in real life 2013
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Dance Have funLive the experience
Check inTweetShareCapture the experience
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Undersea cable capacity to SA
End 2011: 2,69Tbps. End 2012: 11,9Tbps. End 2013: 24,6Tbps.
Internet growth in Africa
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Opportunity
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SA Browser habits (The mobile first Continent)
2000 2002 2004 2006 2008 2010 2012 20140
102030405060708090
100
DesktopMobile
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Some South African Social Stats
Facebook 9.4m (87%mobile)
Mxit 7.4-m users Instagram 680,000
LinkedIn 2.7m
Google+ 466 000Twitter 5.5m
YouTube 4.7m Pinterest 705,000
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Advertising / Product Development – Industrial Economy
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Advertising / Product Development – Attention Economy
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OLD NEWAdvertise to many Intervene with a few.
Amplify to many.Positioning Take a position
Marketers have power Consumers have power
Competing with brands Competing with content
Brands have structure Brands as Cloud
A new way of thinking about advertising
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Some Rules
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Rule 1
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Nobody cares about advertising
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Rule 2
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In order to be successful, you need to get noticed.
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Rule 3
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Add value
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Some trends / guidelines for advertising in the digital age
jacohaasbroek.com
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Surprise me, entertain me
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It might not be an ad.
Branded contentAppsActs / AttitudeProduct Development
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“CREATIVE STORYTELLING & TECHNOLOGICAL INNOVATION ARE INCREASINGLY INTERWOVEN.”
JIMMY WALES - WIKIPEDIA
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“Here’s the formula if you want to build a billion-dollar internet company, take a human desire and
use modern technology to take out steps.”Ev Williams
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UBER – 1 click to get you from A to B
(Use UBER sign up code “UberSA” for a discount)
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Goodvertising is here to stay.
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Brands will have to stand for something.
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“Write the press release not the ad.” Crispin Porter & Bogusky
A nice way to test your idea.
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Without Tension No One Pays Attention
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“Make the ordinary, extraordinary. Find the hidden value. Our job is to make the new familiar & the familiar new.”
Rory Sutherland
The little things might turn out to be the big things.
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“WOW people and make it credible.”
Geoffrey Hantson
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Create ecosystems, not campaigns.
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“The illiterates of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn”
Alvin Toffler
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Thanks @ChrisRawlinson / @OgilvyCT