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Redesigning The Business Of Advertising. @ cindygallop @ istratbuzz. Collaborative competition. ‘If you align your strategies to what everyone else is doing, be sure a single business bullet will take you all down.’ Ndubuisi Ekekwe Innovators Go It Alone HBR Nov 5 2010. >. - PowerPoint PPT Presentation
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Redesigning The Business Of Advertising
@cindygallop @istratbuzz
Collaborative competition
>BRANDCONSCIENCE
BRANDSTEWARD
‘If you align your strategies to what everyone else is doing, be sure a single
business bullet will take you all down.’
Ndubuisi EkekweInnovators Go It Alone
HBR Nov 5 2010
>BRANDCONSCIENCE
BRANDSTEWARD
Redesign the business Redesign agency Redesign the business model Redesign creativity
Redesign the business
>MAKE GOODADVERTISI
NG GOODMAKE ADVERTISING
Redesign agency
>BRANDCONSCIENCE
BRANDSTEWARD
You cannot do new world order advertising from an old world order
place
Redesign the business model
Redesign creativity
‘Yes, data and analytics are powerful tools, but they’re no substitute for inspiring others
through creativity.’
4A’s Conference: Data Won’t Trump CreativityAdvertising Is About Romance, Not Science
Adweek, March 27 2012
data-informed
‘Marketers’ desire to be data-driven is not yet matched by a consistent effort to collect the
data necessary to make these real-time decisions.’
Marketing ROI In The Era Of Big Data: 2012 BRITE/NYAMA Marketing In Transition Study
‘31% of respondents said they believe simply measuring audience
you have reached is ROI57% are not basing their marketing
budgets on any ROI analysis28% are basing marketing budgets
on gut instincts’
Marketing ROI In The Era of Big Data: 2012 BRITE/NYAMA Marketing in Transition Study
>BRANDCONSCIENCE
BRANDSTEWARDYou are what you
measure.
www.textsfromlastnight.com
>BRANDCONSCIENCE
BRANDSTEWARD
The world we live in…(813) So let me get this straight. You would
sleep with an uncircumcised guy whose name you didn’t know, but you won’t try
the new shrimp taco from taco bell?
>BRANDCONSCIENCE
BRANDSTEWARD
The new marketing reality is
COMPLETETRANSPARENCY
I want you to know me.
ACTIONPERSONALIZATIONNOTIFICATIONTRANSACTION
What do you want people to do?
socialgraph
interestgraph
actiongraph
BRANDINGACTION
co-creation
co-action
Shared values + shared action = shared profit
(financial & social)
What I want, when I want it, where I
want it, how I want it
MOBILE
‘Little pellets of love’
$
>THE FUTURE OFADVERTISI
NGPAYMENTSTHE FUTURE OF
>ADVERTISINGUNITS PRODUCTS
ADVERTISING
Competitive collaboration
MadMen + MathMen
female-informed
“In order to predict the future, you have to invent it.”
Alan Kay
