digital thinking on marketing, branding and campaigning
Post on 13-Sep-2014
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Lecture I did for the Rotterdam School of Management on March 19th 2013 on how the disruption of digital challenges us to rethink marketing, branding, advertising and campaigning.TRANSCRIPT
DIGITAL THINKING ON BRANDING, MARKETING AND CAMPAIGNINGTOM DE BRUYNEFOUNDER/ CREATIVE DIRECTOR SUE AMSTERDAM
Tuesday, March 19, 13
I AM TOM DE BRUYNE, I CO-FOUNDED AND WORK AS CREATIVE DIRECTORAT CAMPAIGN AGENCY SUE AMSTERDAMI TWEET AT @TOMDEBRUYNEMAIL ME: [email protected] spoke at TEDX: http://sue.am/tom_at_tedxMy slideshares are here: http://sue.am/tdb_slides And I cofounded the lingerie webshop www.Salondesir.com
THIS IS ME
Tuesday, March 19, 13
1. DIGITAL IS DISRUPTING EVERYTHING2. DISRUPTIVE THINKING IN MARKETING3. DISRUPTING THE ADVERTISING AGENCY
Tuesday, March 19, 13
1. DIGITAL IS DISRUPTING EVERYTHING2. DISRUPTIVE THINKING IN MARKETING3. DISRUPTING THE ADVERTISING AGENCY
Tuesday, March 19, 13
1. DIGITAL IS DISRUPTING EVERY BUSINESS... INCLUDING MARKETING
Tuesday, March 19, 13
Chapter 1: Insert heading in bold herePut the subtitle in light here
DISRUPTION / CREATIVE DESTRUCTION
1. Change doesn't come overnight. Change comes from disruptive players 2. Disruptive innovation isn’t necessarily a new technology; it’s usually a recombination of existing technologies served up in disruptive way
3. Market leaders nearly never see it coming
4. Market leaders always respond by adding features, disruptors !nd ways to solve customer problems at lower costs, while stealing market share
Clayton Christensen, The innovators dilemma
Tuesday, March 19, 13
DISRUPTING MUSIC - COMPUTER - TELEPHONE
Tuesday, March 19, 13
DISRUPTING AIRLINE TRAVEL (AND THE EU)
Tuesday, March 19, 13
DISRUPTING THE HOTEL BUSINESS
Tuesday, March 19, 13
THE REAL MOBILE DISRUPTION
Tuesday, March 19, 13
DISRUPTING THE TV EXPERIENCE
Tuesday, March 19, 13
DISRUPTING THE NEWSPAPER (FINALLY)
Tuesday, March 19, 13
DISRUPTING PRICING - DEALS ARE THE NEW NORM
(Reed’s law)
Tuesday, March 19, 13
DISRUPTION OF CLASSIC BRANDING THROUGH NEW PERSUASIVE MODELS
(AGGREGATORS)
Tuesday, March 19, 13
DISRUPTION OF CLASSIC BRANDING THROUGH NEW PERSUASIVE MODELS
(AGGREGATORS)
(Reed’s law)
Tuesday, March 19, 13
DISRUPTING THE INTERNET OF WITH THINGS
VSLink
Tuesday, March 19, 13
I always think the big difference between the Makers and the corporate Internet Of Things (IOT) is that the IOT people are trying to make the world more efficient and controlled and the Makers are trying to make it more personal and magic. They're imagining objects that come to life like they do in Harry Potter.
Russell Davies - The internet with things
Tuesday, March 19, 13
1. DIGITAL IS DISRUPTING EVERYTHING2. DISRUPTIVE THINKING IN MARKETING3. DISRUPTING THE ADVERTISING AGENCY
Tuesday, March 19, 13
CREATIVE DISRUPTION CAN COME FROM DIFFERENT ANGLES:
DISRUPTIVE PRODUCTSDISRUPTIVE CAMPAIGNSDISRUPTIVE BRANDS
Tuesday, March 19, 13
BUILD SMART SERVICES IN THE PRODUCT
Tuesday, March 19, 13
BUILD CONVERSATION INTO THE PRODUCT(DESIGN FOR EXCITEMENT)
Tuesday, March 19, 13
REAL TIME CAMPAIGNING(pown or be powned)
Tuesday, March 19, 13
CONTENT MARKETING: SERIOUS VS ENTERTAINING
vs
Tuesday, March 19, 13
DISRUPTIVE BRANDING: HAVE AN INTERESTING BRAND BELIEF AND A COMMITMENT
Tuesday, March 19, 13
DISRUPTIVE BRANDING: HAVE AN INTERESTING BRAND BELIEF AND A COMMITMENT
Tuesday, March 19, 13
DISRUPTIVE CAMPAIGNING: TACTICS IS THE NEW CREATIVE
Tuesday, March 19, 13
ADVERTISING IS NOT DEAD
Tuesday, March 19, 13
1. DIGITAL IS DISRUPTING EVERYTHING2. DISRUPTIVE THINKING IN MARKETING3. DISRUPTING THE ADVERTISING AGENCY
Tuesday, March 19, 13
active consumer:searches for product excitement
SEOReviewsRatings
Conversion boostersBrand content
passive consumer:stumbles upon product excitement
Content
DIGITAL IS A REVOLUTION IN CONSUMER BEHAVIOR, NOT IN MEDIA
Tuesday, March 19, 13
WHERE DOES DISRUPTION COME FROM?ENTERTAINMENT COMPANIES
DESIGN AGENCIESCONVERSION DRIVEN AGENCIES
GOOGLE AND FACEBOOKCROWDSOURCING PLATFORMS
Tuesday, March 19, 13
"i want to see the industry redefine itself around human understanding. ... what an agency needs to do is to use ideas and turn human understanding into business advantage for our clients. that is a big broad definition. much broader than the kind of narrow persuasive definition that most people have in their head when they think about an advertising agency".
Rory Sutherland
Tuesday, March 19, 13
MY LITTLE PROPOSAL:
The future agency is a campaigning agency that designs conversationworthy products and builds and converts audiences for them. This will mean the end of the media vs digital vs advertising agencies.
The future of advertising is creative selling
Tuesday, March 19, 13
