Fads sell marketing (fads: from philosophy to core marketing)

Sašo Dimitrievski

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Summary

Terminology, fad, trend, marketing

Some popular fads in marketing (&mkt communications) last few years

Marketing trends

Cannes Lions fads, 08

Three examples: Obama; Yellow Ball and Unicef CSR campaign

=> using fad social media marketing

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One thought for start

Art refers to a diverse range of human activities, creations, and expressions that are appealing or attractive to the senses or have some significance to the mind of an individual.

And what about Kitsch?

=> TIME COMPONENT IS CRUCIAL! …maybe…

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Fads vs trends (Wiki)

A trend is something that somehow becomes popular within mainstream society over a long period of time. It is the direction of a sequence of events that has some momentum and durability.

A fad is something that is very popular with a small group of people for a short period of time.

A craze is a product, idea, cultural movement, or model that gains popularity among a small section of the populace then quickly migrates to the mainstream.

Despite the negative or counterproductive results of crazes and fads, some companies still in business today began by purposely or accidentally creating a fad or craze.

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Fads vs Trands

Fads are short-lived. Fads follow a classic cycle: insider discovery, followed by media ballyhoo, followed by mainstream embrace.

Trends, on the other hand, have staying power. Think the revival of interest in religion and the use of lifestyle drugs. Trends take longer to build and their effects may be felt for years, even decades.

Trends have deeper cultural roots than fads. Fads cross borders with greater ease than ever before and the U.S. has picked up on many recent fads imported from other regions. Pokemon?

Trends don't cross borders as easily as fads and products do.

Brand Futures Group of Young & Rubican Inc.

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WWW like carrier

=> With the introduction of more Web 2.0 applications, the World Wide Web is becoming recently a tool to either spot or even predict trends.

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Definiton Of Marketing

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007, by AMA)

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Famous 4 P’s issue

Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale.

New 4P’s? Personalization: It is here referred customization of

products and services through the use of the Internet… Participation: This is to allow the customer to participate

in what the brand should stand for… Peer-to-Peer: This refers to customer networks and

communities where advocacy happens… Predictive modeling: This refers to algorithms that are

being successfully applied in marketing problems (both a regression as well as a classification problem)…

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We have also 4 M's

Moment of relevance Multi-channel Message Measurability

(digital marketing issue by Wiki)

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Another thought

“The key to creating a marketing fad is to state the blindingly obvious in an appealing way.

Marketing fads, like Total Quality Management or Relationship Marketing, are those viruses that breed quietly in dark corners, then before you can say, "Shift the paradigm," spread through the industry like an explosive strain of the Beijing flu. The result is very similar: for a while it's all everyone can talk about, then you get nauseous and everything you do is crap.

Fads are developed by academics who have nothing to do all day but think of topics for research papers. Some fad developers have become so famous that they need never work in marketing again, which is pretty handy seeing as fads don't work in practice.”

Max Barry, 2000

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New marketing planning, fad in 05?

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New marketing funnel, fad in 07?

Engagement:

InvolvementInteractionIntimacyInfluence

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What's In? (marketing trends 08, TrendSspotting

predictions, hotspots)

Instant GratificationOutwitting DiseaseTransparencyBlue is the GreenCoopt ConumptionnThe World is LocalTarget BehaviorEarned AttentionAll DigitalCreating TV adsSpecialist + ContactsGames 2.0 :Asnyc GamesStructured UGCScalable Emerging MediaSocial Reputation MgmtRevenue Migration to ChinaP2P Sharing / LendingHandmadeSocial NetworkingRise of N-11Google into Set Top BoxKINDLE = Web BrowserMore Radiohead D2CSocial Media, Android, Open SourceGlobal World / Crowd

Premium Instant (Kindle)Semantic Tools = Marketing ToolsVideo: Overlay AdMake it YourselfLocal Ad Platforms1 -1 MarketingAd EffectivenessCustomized Virtual WorldMobile+Game+Video+Widget+SN =Mkt ToolsMarketing Experiences / ServicesContextual AdsOut – Of Home AdsProving GreennessWeb site + Widget + Multiple DeviceSocial Exp on Mobile Website / WidgetMobile Web (Android / Kindle)User Control Over content & FeatureMobile Experiences Smart Phone / Cool PhoneNew content formsCredibility of inovationsGrenlashingRecruting & »owning« the influencersSocial mediators & we-bargaining with customerFriediliginece + conv. With customersSearch Mptimization WOMbagging

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What's Out? (08 marketing trends, TrendSspotting

predictions, hotspots)

DemographicsBuying Attention»digital” as USPCreating »experiences«TV DirectorsUnstructured UGCTV 30'' SpotsMicrosoft Media offerings»Daily« - News papersProductsEco – UglyBasicClicsSecond Life

Yet to Come

Cell phone as Media Sell it YourselfMobile World Wide

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Cannes 08 “fads”

“We are mediatelco” => by BigPond Line between ATL&BTL is vertical line => Landor Associates Digital is sexi => Fedma Engagement, “Youtube killed the videostar” => Go Viral “Lost Generation” (65 – 75) => Proximity Digital is alrady mainstreem => Profero New creativity = content (story) + user experience (usability) => Ogilvy Brand = on demand; user = online (connected) => Izobar Mobile marketing = video calls, MMS, vlogging/bloging, mobile internet,

mobile TV broadcast, digital multimedia broadcast, m(mobile) comerce, m-banking, m-mags, m-movies, dynamic multi-sensory social content => Cheil Worldwide

Target behavior, people centric mkt, adv=dialog+relationship => Leo Burnett

Creativity = useful and engaging experiences, user participation, co-creation, tagging, syndication, mash-ups, rich interfaces => Trible DDB

Good adw = big idea => TBWA Marketers should stop thinking of the web as just another channel to express

their offline brands. Instead, marketers should build digital brands! => Avenue A Razorfish

No more “ad”, but “act”

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Social Media Marketing, still fed or?

IMC&SocialMedia formula -> 1.Listen; 2. Join and lead conversation; 3. Become a topic and don’t let the story end; 4. Let the control; 5. Create many conversation => storytelling

Wunderman

Mass Media -> Social MediaMRM Worldwide

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My favorit fads

Meaningful experiences

Engagement

Cross-channel integration

Social Media (WOMM & SMM)

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From “dude” to Obama with WOMM

http://www.youtube.com/watch?v=RUPvFAjpsVE&feature=related

97.111 views http://www.youtube.com/watch?v=7nRrruq121o&NR=1 74.417 views http://www.youtube.com/watch?v=xsMVRs8FE68&feature=

related 3.897 views http://www.youtube.com/watch?v=uM0Kl6PCx8w&feature=

related 1.009 views http://www.youtube.com/watch?v=_VlXbkgcTJ0&feature=

related 1.150.343 views

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Obama vs Clinton (“Mac vs PC?” The New York Times)

Total volume of video views to date related to each candidate, which were not uploaded officially by the campaign, exceeded the official views by an average of over 500%.

12th June 2008… Barack Obama; Own views: 52.450,257; Global

views 316.605.687 Hillary Clinton; Own views: 13.574,380; Global

views 69.915.595

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Obama vs Clinton (“Mac vs PC?” The New York Times)

“Classic” (digital mkt, SEM&SEO) approach: The Google index for Barak Obama is, today 5,3700,000

and Hillary Clinton is 5,4300,000.=> already trend?

“Social Marketing” approach: Obama blog posts 99,859,318

Clinton blog posts 34,127,553 Twitter: Clinton has 4,019 followers and Obama has

33,069 followers; Obama is following 33,960 people and Hillary is following 0.

=>fed is becoming a trend?

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Verb - Yellow balls

http://www.verbnow.com/?IDX=yellowball&

Cannes 07 gold: Best Integrated Direct Campaign; Advertiser/Client: CENTERS FOR DISEASE CONTROL & PREVENTION; Product/Service: YOUTH FITNESS CAMPAIGN; Entrant Company, City: ARC WORLDWIDE, Chicago

“VERB YELLOWBALL is a big, bouncy, world-changing idea that was created to spread play to every kid in America. We’re scattering thousands of yellow balls all across the country. It’s up to you to find one, play with it, and most importantly, pass it on. FIND ONE. Someone is bound to pass one to you. Can’t wait? Check out our “Pass It On” section. PLAY WITH IT. However you want. Whenever you want. Just play. WHEN YOU'RE DONE, ENTER THE CODE ON THE BALL AND BLOG YOUR STORY TO THE WORLD. PASS IT ON. To a friend, or a kid you don’t even know. Pass it as far as you want. If you’re going on a trip, bring it with you. Remember, this is a revolution. And you are the messenger.”

VERB surrounded tweens — at home, at school, and in the community — through television, radio, print, the Internet, and out-of-home outlets such as movie theaters, billboards, and city buses. The result was an impressive level of brand awareness among tweens. VERB was perceived as multicultural, inspirational, motivational and a source of great ideas for activities that get tweens’ bodies moving”

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http://www.verbnow.com

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Unicef CSR campaign, Copenhagen

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So, does fads realy sell marketing?

YES! Fads are marketing selling weapon!

… and YES, you should know how to use it, not to shot in your leg…