ctrl alt del rebooting advertising for a digital world (india 2013) slideshare
Post on 21-Oct-2014
635 views
DESCRIPTION
TRANSCRIPT
![Page 1: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/1.jpg)
REBOOTING ADVERTISING FOR A DIGITAL WORLD
![Page 2: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/2.jpg)
In 2000 the outstanding adver2sing campaign of the year involved a group of
guys shou2ng “Wassup”
![Page 3: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/3.jpg)
In 2000 the outstanding adver2sing campaign of the year involved a group of
guys shou2ng “Wassup”
“IN OUR LIFETIMES, WE’LL NEVER SEE SO MUCH VALUE CREATED FROM A SINGLE IDEA. IT MAKES BUDWEISER A BRAND FOR EVERY CULTURE, EVERY DEMOGRAPHIC AND EVERY COMMUNITY. IT MAKES BUDWEISER A YOUNGER,
HIPPER, MORE CONTEMPORARY BRAND.”
ANHEUSER-‐BUSCH
![Page 4: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/4.jpg)
In 2013 the outstanding piece of marke2ng involved a mission to the Edge of Space
and a supersonic freefall
![Page 5: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/5.jpg)
The Red Bull Stratos project, while unique in its ambi2on, is representa2ve of a
necessary shiO in adver2sing
![Page 6: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/6.jpg)
The Red Bull Stratos project, while unique in its ambi2on, is representa2ve of a
necessary shiO in adver2sing
“THE STRATOS PROJECT ALSO HINTS AT A WIDER SHIFT IN MARKETING IN THE DIGITAL AGE: IT IS NO LONGER ENOUGH
TO OBSESS OVER BRAND VALUATION AND IMAGE. CONSUMERS ARE INCREASINGLY DEMANDING THAT BRANDS
PROVE THEIR WORTH, A SHIFT THAT HAS HUGE IMPLICATIONS FOR MARKETERS.”
MARKETING MAGAZINE
![Page 7: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/7.jpg)
Digital technology has disrupted the symbio2c rela2onship between media and
marke2ng
![Page 8: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/8.jpg)
We used to live in a world of informa2on scarcity where media was controlled by a
rela2vely small select group
![Page 9: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/9.jpg)
We now live in a world of informa2on super abundance where tradi2onal media owners have lost some of their hold on our
aUen2on
![Page 10: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/10.jpg)
Informa2on has become a universal commodity that is created and ac2vely
traded by us all
![Page 11: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/11.jpg)
And media is no longer just an asset created by the few to be passively
consumed by the many
![Page 12: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/12.jpg)
In this new digital age our aUen2on is fragmented across an array of channels
and devices
![Page 13: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/13.jpg)
And this fragmenta2on is only likely to increase as the Internet becomes
increasingly mobile
![Page 14: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/14.jpg)
And this fragmenta2on is only likely to increase as the Internet becomes
increasingly mobile
![Page 15: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/15.jpg)
This has drama2c implica2ons for mass media owners
![Page 16: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/16.jpg)
It also has drama2c implica2ons for the adver2sing industry
![Page 17: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/17.jpg)
Clearly tradi2onal media s2ll has a very important to role to play in the brand
building process
![Page 18: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/18.jpg)
Clearly tradi2onal media s2ll has a very important to role to play in the brand
building process
![Page 19: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/19.jpg)
However we can’t afford to ignore the transforma2ve impact of digital on the
efficiency and effec2veness of adver2sing
![Page 20: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/20.jpg)
However we can’t afford to ignore the transforma2ve impact of digital on the
efficiency and effec2veness of adver2sing
“THE INTERNET HAS UPENDED HOW CONSUMERS ENGAGE WITH BRANDS. IT IS TRANSFORMING THE ECONOMICS OF
MARKETING AND MAKING OBSOLETE MANY OF THE FUNCTION’S TRADITIONAL STRATEGIES AND STRUCTURES. FOR MARKETERS THE OLD WAY OF DOING BUSINESS IS
UNSUSTAINABLE.”
DAVID EDELMAN, MCKINSEY
![Page 21: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/21.jpg)
New digital devices provide an extraordinarily rich canvas to create
stories that engage rather than just ads that simplify
![Page 22: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/22.jpg)
New digital devices provide an extraordinarily rich canvas to create
stories that engage rather than just ads that simplify
![Page 23: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/23.jpg)
New digital devices provide an extraordinarily rich canvas to create
stories that engage rather than just ads that simplify
“THE TABLET, THOUGH, WITH ITS PRINT REPLACEMENT + INTERACTION ABILITIES, OFFERS GAME-‐CHANGING SELLING AND BUYING POSSIBILITIES. FOR THIS INTERACTIVE WORLD, IT’S BEYOND TILTING AND TAPPING -‐ IT’S TIME TO SHAKE,
RATTLE, AND ROLL THE WORLDS OF ADVERTISING.”
NIEMAN JOURNALISM LAB, HARVARD
![Page 24: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/24.jpg)
With digital data relevance trumps reach elimina2ng the waste inherent in
broadcast media
![Page 25: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/25.jpg)
Digital tools enable marketers to create content that people want to connect with rather than adver2sing they try to ignore
![Page 26: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/26.jpg)
Digital pla_orms enable brand advocacy rather than just brand awareness which beUer suits the way the consumers
actually make decisions
![Page 27: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/27.jpg)
Digital pla_orms enable brand advocacy rather than just brand awareness which beUer suits the way the consumers
actually make decisions
“WE ARE NOT A SPECIES OF INDEPENDENT, SELF-‐ DETERMING INDIVIDUALS, WHATEVER OUR BRAINS AND
CULTURE TELL US. MOST OF OUR BEHAVIOUR IS THE RESULT OF OUR INTERACTION WITH OTHER PEOPLE BECAUSE WE
ARE A SUPER SOCIAL SPECIES. A HERD ANIMAL, IF YOU LIKE. WE DO WHAT WE DO BECAUSE OF THOSE AROUND US.”
MARK EARLS, AUTHOR, HERD
![Page 28: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/28.jpg)
The inherent interac2vity of digital enables on-‐going conversa2ons to replace
intermiUent campaigns
![Page 29: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/29.jpg)
The inherent interac2vity of digital enables on-‐going conversa2ons to replace
intermiUent campaigns
“CONVERSATIONS AMOUNG THE MEMBERS OF YOUR MARKETPLACE HAPPEN WHETHER YOU LIKE IT OR NOT. GOOD MARKETING ENCOURAGES THE RIGHT SORT OF
CONVERSATION.”
SETH GODIN, AUTHOR, PERMISSION MARKETING
![Page 30: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/30.jpg)
In a digital world brand pla_orms are more powerful than brand posi2oning
statements
![Page 31: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/31.jpg)
And digital channels increase the value of integrated ideas making them even more
important than insights
![Page 32: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/32.jpg)
So this isn’t about the death of adver2sing or tradi2onal media, it’s about harnessing the new opportuni2es that exist in a digital world to improve the marke2ng process
![Page 33: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/33.jpg)
So this isn’t about the death of adver2sing or tradi2onal media, it’s about harnessing the new opportuni2es that exist in a digital world to improve the marke2ng process
“THE ROUGH GUIDE TO MARKETING SUCCESS USED TO BE THAT YOU GOT WHAT YOU PAID FOR. NO LONGER. WHILE TRADITIONAL ‘PAID MEDIA’ -‐ SUCH AS TELEVISION AND RADIO COMMERCIALS, PRINT ADVERTISEMENTS, AND ROADSIDE BILLBOARDS -‐ STILL PLAY A MAJOR ROLE,
COMPANIES TODAY CAN EXPLOIT MANY ALTERNATIVE FORMS OF MEDIA.”
DAVID EDELMAN & BRIAN SALSBURG, MCKINSEY
![Page 34: Ctrl alt del rebooting advertising for a digital world (India 2013) slideshare](https://reader033.vdocument.in/reader033/viewer/2022051816/5446d4edafaf9f69178b4759/html5/thumbnails/34.jpg)
Nick Blunden | Global Digital Publisher | The Economist |
[email protected] | @nickblunden
REBOOTING ADVERTISING FOR A DIGITAL WORLD