MARKETING IN ZEITEN VON SHARES, LIKES UND FREEDOM OF CHOICE@ VKE - BERLIN 11.06.2013

TIMES HAVE CHANGED.

GOOGLE NOW GENERATES AS MUCH U.S. AD REVENUE

AS NEWSPAPERS AND MAGAZINES (ALL OF THEM).

SOURCE: Google, NAA, PIB; BI INTELLIGENCE

U.S. AD

REVENUE

(millions)

DIGITAL CONTENT REVENUES ARE EXPLODING

TECHNOLOGY HAS SHAKEN UP THE BUSINESS WORLD.

PEOPLE ARE EXCITED ABOUT TECHNOLOGY.

BRANDS TRY TO CATCH UP WITH TECHNOLOGY.

#FAIL

#FAIL

#FAIL

BRANDED

ENTERTAINMENT

CONTENT

MARKETINGENGAGEMENT INFLUENCER

SHARED

MEDIA

USER-

GENERATEDVIRAL

BIG

DATAINTEGRATED

SOCIAL

SOFTWARE

INTERACTIVE MOBILE APPSOCIAL

COMMERCE

SOCIAL

MEDIA

WORD OF

MOUTH

CONVERSATIONAL

MARKETING

BLOGOWNED

MEDIAWIN-WIN

HOLISTIC TRANSMEDIASOCIAL

TAGGINGSCALABLE SYNERGY

ADVERTISING ENTERTAINMENTBRANDED

ENTERTAINMENT

IT’S GETTING BIGGER AND SOMETIMES BETTER.

NIKE ACTS MORE AS A CONTENT ENABLER.

NIKE ACTS MORE AS A CONTENT ENABLER.

We don't do advertising any more. Advertising is all about

achieving awareness, and we no longer need awareness. There are

going to be times when a TV ad is the right way to go, but that's

the exception rather than the rule. I don't have any bias towards

digital, I have a bias towards the consumer. Right now consumers

are spending their time online, so that's where we need to be.

Simon Pestridge

Nike, UK Marketing Chief

NIKE ACTS MORE AS A CONTENT ENABLER.

RED BULL ACTS MORE AS A CONTENT PUBLISHER.

RED BULL ACTS MORE AS A CONTENT PUBLISHER.

Our goal is to establish a global media network, which covers all

individual segments, such as print, TV, mobile, music, and new media. It

will be the responsibility of the Red Bull Media House to produce and

distribute all the content Red Bull is able to provide.

Dietrich Mateschitz

Red Bull, CEO

RED BULL ACTS MORE AS A CONTENT PUBLISHER.

COCA COLA ACTS MORE AS A CONTENT PRODUCER.

The big holy grail right now is how we get into real-time

marketing. I’ve got to make sure that I’m taking content,

news, and everything that’s going on around the world and

transforming it into marketing communications. I really do

believe that technology and consumer engagement is

creating the opportunity for real-time marketing.

Jonathan Mildenhall

Coca Cola, VP of Global Advertising

Strategy & Creative Excellence

COCA COLA ACTS MORE AS A CONTENT PRODUCER.

COCA COLA ACTS MORE AS A CONTENT PRODUCER.

WHY? BECAUSE CONTENT IS WHAT WE SEARCH, WATCH, AND TALK ABOUT.

WITHOUT CONTENT, THERE IS NO SEO.

Stop focusing on technology and tricks and start

focusing on people. If your website appeals to

people, it will appeal to Google's algorithms too.

Veronica Fielding

CEO, Digital Brand Expressions

As horrible as it might be to admit, companies like Google or

Facebook or HBO have done more to affect popular culture than

pretty much all of adland put together …

Rob Campbell

North/S.E. Asia regional head of planning

Wieden + Kennedy

WITHOUT CONTENT, THERE IS NO TIME-SPENT.

The whole industry is obsessed with the idea of a simple message,

endlessly repeated (...) What people actually want is stuff with

some complexity, some meat, some richness (...) No-one ever came

out of a movie and said I really liked that. It was really clear.

Russel Davies,

Brand Strategist & Author

WITHOUT CONTENT, THERE ARE NO RECOMMENDATIONS.

PUBLISHING CONTENT IS A

COMMITMENT, NOT A CAMPAIGN.IT’S LIKE RUNNING A NEWSROOM.

THE PROBLEM:MANY BRANDS DON’T KNOW HOW TO CONSTANTLY DRAW ON AN INFINITE CANVAS.

1. IT‘S NOT THE SAME GAME

FOR EVERY BRAND.

Diese Red Bull-Geschichte halte ich an dem Punkt für

überzogen, wo man versucht, sie als Blaupause für

andere zu nehmen. Ich warte immer noch auf

Schauma oder Erdal-Schuhcreme & Co, wie die

nachhaltig Content liefern wollen.

Hans-Christian Schwingen

Leiter Markenstrategie und Marketing Kommunikation Deutsche Telekom

INVO

LVEM

ENT

MOTIVATION

THE TRUTH:

ONLY A FEW PEOPLE REALLY CARE ABOUT A FEW BRANDS.

INVO

LVEM

ENT

MOTIVATION

... AND IMPLIES DIFFERENT WAYS TO ENTERTAIN.

2. BUILDING AN AUDIENCE IS A

DIFFERENT BUSINESS THAN RENTING ONE.

It's nice that HBO is in business with the audience and

not with the advertisers. There's a difference.

Aaron Sorkin

Writer of West Wing & Newsroom

3. PRODUCING ENTERTAINING

CONTENT IS ONLY HALF OF THE STORY

CONTENT

NEWSFLASH: YOU HAVE TO ACTIVATE CONTENT.

CIRCULATION

CONVERSATION

4. REMARKABLE CONTENT

NEEDS A REMARKABLE IDEA.

We are all trained to solve the same problem the same way with

the same tools and the same insights, we’ve been to the same

schools, read the same books and gone to the same parties. So,

we end up creating the same answers.

Helge Tenno

Digital Director, Dinamo

STYLE STAGE A collaboration between Garnier Fructic and NoiseyPls watch: http://www.youtube.com/watch?v=-bHX_8EYLYk

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THANK YOU!