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MARKETING IN ZEITEN VON SHARES, LIKES UND FREEDOM OF CHOICE@ VKE - BERLIN 11.06.2013
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TIMES HAVE CHANGED.
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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)
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DIGITAL CONTENT REVENUES ARE EXPLODING
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TECHNOLOGY HAS SHAKEN UP THE BUSINESS WORLD.
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PEOPLE ARE EXCITED ABOUT TECHNOLOGY.
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BRANDS TRY TO CATCH UP WITH TECHNOLOGY.
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#FAIL
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#FAIL
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#FAIL
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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
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ADVERTISING ENTERTAINMENTBRANDED
ENTERTAINMENT
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IT’S GETTING BIGGER AND SOMETIMES BETTER.
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NIKE ACTS MORE AS A CONTENT ENABLER.
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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
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NIKE ACTS MORE AS A CONTENT ENABLER.
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RED BULL ACTS MORE AS A CONTENT PUBLISHER.
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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
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RED BULL ACTS MORE AS A CONTENT PUBLISHER.
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COCA COLA ACTS MORE AS A CONTENT PRODUCER.
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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.
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COCA COLA ACTS MORE AS A CONTENT PRODUCER.
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WHY? BECAUSE CONTENT IS WHAT WE SEARCH, WATCH, AND TALK ABOUT.
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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
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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.
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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.
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PUBLISHING CONTENT IS A
COMMITMENT, NOT A CAMPAIGN.IT’S LIKE RUNNING A NEWSROOM.
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THE PROBLEM:MANY BRANDS DON’T KNOW HOW TO CONSTANTLY DRAW ON AN INFINITE CANVAS.
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1. IT‘S NOT THE SAME GAME
FOR EVERY BRAND.
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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
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INVO
LVEM
ENT
MOTIVATION
THE TRUTH:
ONLY A FEW PEOPLE REALLY CARE ABOUT A FEW BRANDS.
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INVO
LVEM
ENT
MOTIVATION
... AND IMPLIES DIFFERENT WAYS TO ENTERTAIN.
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2. BUILDING AN AUDIENCE IS A
DIFFERENT BUSINESS THAN RENTING ONE.
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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
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3. PRODUCING ENTERTAINING
CONTENT IS ONLY HALF OF THE STORY
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CONTENT
NEWSFLASH: YOU HAVE TO ACTIVATE CONTENT.
CIRCULATION
CONVERSATION
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4. REMARKABLE CONTENT
NEEDS A REMARKABLE IDEA.
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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
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STYLE STAGE A collaboration between Garnier Fructic and NoiseyPls watch: http://www.youtube.com/watch?v=-bHX_8EYLYk
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THANK YOU!