Paris Future Of Advertising
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Transcript of Paris Future Of Advertising
CREATING CUSTOMERS WHO CREATE CUSTOMERS
Today, the only messages people see and hear are the ones they choose to see and hear. The most influential messages are from friends and online strangers.1
THE WORLD HAS ENTERED THE POST-ADVERTISING AGE.
1Nielsen Global Online Consumer Survey, 2009, “Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most” http://bit.ly/9rSpU0
A TRADITIONAL CUSTOMER JOURNEY
… 2%, 10% conversion?
Interruptive mass media…
ConsiderationRadio
Display Ad
TV
Promotions
PR
Outdoor
POSDM
Phoner Conversion
Collateral
A NON-TRADITIONAL CUSTOMER JOURNEY
Banner AD
Community
Purchase
NewspaperAD
Magazine AD
Event programmin
g
POSMagazine Editorial
MiniDocumentary
Blog Post
Book
SearchTwitter
Facebook Fan Page
Brand Web Site
Delicious
Online News
FlickrPhotos
YouTube
MobileCoupon
MobileVideo
… 98% engagement.
Content and experiences create brand conversations
Custom publishing
TV
THE PRIMARY OBJECTIVE OF A BUSINESS ( & SO, ADVERTISING)
19th Century: was to create markets20th Century: was to create a customer21st Century: is to create a customer who creates a customer
• lumpen masses
• the century of the self
• tribal communities
THE FREE-TIME PARADOX
SHIELDING YOURSELF
Nobody has 30 seconds for interruption, but everybody has 30 minutes to spend on stuff they like.
REACHING OUT TO OTHERS
But paid media stops working when you stop pouring money into it. So it’s lifetime is finite and its main function now is to jumpstart earned media.
PAID MEDIA IS NOT GOING TO DISAPPEAR.
EARNED MEDIA IS FREE, INFINITE AND VIRAL.IT EMPOWERS YOUR CUSTOMERS TO CREATE MORE CUSTOMERS (AT NO COST TO YOU).
FROM CHANNEL LOYALTY TO TALENT LOYALTY
DISINTERMEDIATION... AND THE RISE OF NEW INTERMEDIARIES
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BRAND BRAND
CUSTOMERS CUSTOMERSPAID
INTER-MEDIARIES
PAID INTER-
MEDIARIES
NEW INTER-
MEDIARIES
Ad-AgeBroadcasting
Post-Ad AgeStorytelling
Fu
POST-ADVERTISING : MAKING FANS FROM FANS
Funnel flipping metaphor from Seth Godin
NUDGE MARKETING
THE FUTURE OF ADVERTISINGClosing the content loop
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Client ObjectiveCREATE A POSITIVE CONVERSATION ABOUT ADHDTO CHANGE BEHAVIOUR
JANSSEN Client case study
SITUATION & KEY INSIGHTSPharma marketing to patients is highly regulated in the EU Negative perceptions are fed by imbalanced media reporting in mainstream media of ADHD.
Create & publish attractive core Media, syndicated , optimised and made easily sharable by key influencers
•Existing content unattractive to key
audiences
•Audiences don’t visit brand sites
•Highly influential interest groups
STORY’S Solution
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A narrative led content programme syndicated and seeded to key influencersand audiences
JANSSEN Client case study
ENGAGING CORE FILM SEEDING &
SYNDICATION
121,000. +50%
VIRALYou Tube Video entries viewed – the fastest ever Pharma viral campaign in EU
“Best Digital Patient
communications” PM Awards 2010
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Driving engagement
Shared across >100 support groups, SENCO & HCP communities
Award winning
JANSSEN Client case study
More traction:
50% higher positive responses than
average for
seeding
campaigns
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IT’S NOT ENOUGH TO BUILD A BETTER MOUSETRAP. YOU MUST CREATE A PASSION TO KILL MICE
BUILD A BETTER MOUSETRAP...and the world will beat a path to your door
SOCIAL NETWORKING & WEB 2.0 IS CHANGING RELATIONSHIPS WITH CONSUMERS
Adapted from Microsoft research 2008
THE SOCIAL WEB CREATES CUSTOMERS WHO CREATE CUSTOMERS
EU & US POINTS OF DIFFERENCE & KEY INSIGHT Greater social responsibility means European brands are judged by more than their product set Collaboration – EU is less partisanPersonal morality less importanti.e. guns, God, gays & abortionCultural sensitivity & linguistic DiversityMore opportunities & needsfor hyper-local content and services
localise