power new ideas the ! ! of n paul romer... n paul romer... “ideas are a powerful driving force in...
TRANSCRIPT
PowerPowerNew IdeasNew Ideas
The The
!!ofof
Paul Romer... Paul Romer... “Ideas are a powerful driving force in our economy!”
“Ideas are a powerful driving force in our economy!”
The Power of New Ideas !
The Power of New Ideas ! The Challenge of Change The Challenge of Change
New Agencies New Agencies
New Media... New Media...InteractiveInteractive New Marketing Services New Marketing Services
New Products New Products
The Challenge of Change
The Challenge of Change
The Speed of Change The Speed of Change
Uncertainty More Volatility
Inertia
Uncertainty More Volatility
Inertia
Evaluation accelerates change
Evaluation accelerates change
Resistance to Change
Resistance to Change
The Challenge of Change
The Challenge of Change
Information “PowerShift”
Information “PowerShift”
Innovation “The Dilemma of Success”
Innovation “The Dilemma of Success”
The Challenge of Change
The Challenge of Change
Information “PowerShift”
Information “PowerShift”
Individualization “Personalization” is this The Next “P?”
Individualization “Personalization” is this The Next “P?”
Innovation “The Dilemma”
Innovation “The Dilemma”
The P’s vs. the C’s
The P’s vs. the C’s
Four P’s Four P’s The Four C’s Consumer Cost Convenience Communication
The Four C’s Consumer Cost Convenience Communication It’s all about “The Fifth P” It’s all about “The Fifth P”
People People
Product Price Place Promotion
Product Price Place Promotion
New Products:New Products: New Trends/Bad News New Trends/Bad News
Slow/No growth More Alternatives
Less Time
Slow/No growth More Alternatives
Less Time Campbell’s trying
to add convenience
and quality
Campbell’s trying
to add convenience
and quality
New Products:New Products: New Trends/Good News New Trends/Good News
High growth Fills Unique Need
Saves Time PDA’s
High growth Fills Unique Need
Saves Time PDA’s Competition grows rapidly
Competition grows rapidly
New Products:New Products: And Those New Trends Create More New Trends … and New Products
And Those New Trends Create More New Trends … and New Products
PDA Pants! PDA Pants!
New Agencies:New Agencies: Agencies, like all businesses, respond to the market.
New & Growing Segments Asian-American
Agencies, like all businesses, respond to the market.
New & Growing Segments Asian-American
Eliot Kang - Kang & Lee
Eliot Kang - Kang & Lee
New Agencies:New Agencies: Agencies, like all businesses, respond to the market.
New & Growing Segments Asian
Agencies, like all businesses, respond to the market.
New & Growing Segments Asian Hispanic Hispanic Melissa Lammers
Y&R Puerto RicoMelissa Lammers Y&R Puerto Rico
New Agencies:New Agencies: Agencies, like all businesses, respond to the market.
New & Growing Segments Asian
Agencies, like all businesses, respond to the market.
New & Growing Segments Asian Hispanic Hispanic High Tech High Tech
Melissa Lammers Y&R Puerto RicoMelissa Lammers Y&R Puerto Rico
Mark KvammeCKS/MarchFirst
Mark KvammeCKS/MarchFirst
New Media:New Media: New Target Segments New Target Segments
New Hispanic MagazinesNew Hispanic MagazinesLatin Pak - Hispanic DirectLatin Pak - Hispanic Direct
THE New Medium...
THE New Medium...
New Media:New Media: New Target Segments New Target Segments
News Corporation Russian OutdoorNews Corporation Russian Outdoor
WorldwideGrowth
WorldwideGrowth
The Beginning… 1969 ARPAnet 1971 e-mail 1986 NSFNET 1987 UUNET 1991 HTML
The Beginning… 1969 ARPAnet 1971 e-mail 1986 NSFNET 1987 UUNET 1991 HTML
The Internet:
The Internet:
Browsers & Web sites Browsers & Web sites
The Internet:
The Internet:
1993 Mosaic “GUI” 1993 600 Web sites 1995 100,000 Web sites!
1993 Mosaic “GUI” 1993 600 Web sites 1995 100,000 Web sites!
The Internet:
The Internet:
1994 First Banners (HotWired) 1994 First Banners (HotWired)
Browsers & Web sites Browsers & Web sites 1993 Mosaic “GUI” 1993 600 Web sites 1995 100,000 Web sites!
1993 Mosaic “GUI” 1993 600 Web sites 1995 100,000 Web sites!
OLD Advertising Choices OLD Advertising Choices
The Internet:
The Internet:
Do You Yahoo?Do You Yahoo?
Destination Sites Micro-sites Banner Ads
Destination Sites Micro-sites Banner Ads
Portals like AOL and…
Portals like AOL and…
NEW Advertising Choices:
“ONLINE/INTERACTIVE”
NEW Advertising Choices:
“ONLINE/INTERACTIVE”
Technology and new advertising opportunities
Technology and new advertising opportunities
New Marketing Services:
New Marketing Services:
The Continuing Shift to a Consumer-Driven Perspective
Account Planning(Agencies)
The Continuing Shift to a Consumer-Driven Perspective
Account Planning(Agencies)
Consumer Insight(Marketers)
Consumer Insight(Marketers)
New Marketing Services:
New Marketing Services:
The Continuing Shift to a Consumer-Driven Perspective
DeeDee Gordon and “Cool Hunt”
The Continuing Shift to a Consumer-Driven Perspective
DeeDee Gordon and “Cool Hunt”
Not just what kids think, but
what the cool kids think.
Not just what kids think, but
what the cool kids think.
The future?The future? Adaptability Stats Recent news
Adaptability Stats Recent news
Bob Pittman: Media Star Bob Pittman: Media Star
TV - a new idea… TV - a new idea… He starts He starts AOL AOL
AOL/Time-Warner “In charge of New Ideas” AOL/Time-Warner “In charge of New Ideas”
Started in Radio Started in Radio
From OLD to NEWFrom OLD to NEW
Bob Pittman Says… Bob Pittman Says…
“This is not a test. The Internet
has arrived.”
“This is not a test. The Internet
has arrived.”
“The mass market is moving to interactive.”
“The mass market is moving to interactive.”
“Convenience is King!” “Convenience is King!”
“Big Brands Win.” “Big Brands Win.”
From OLD to NEWFrom OLD to NEW
"At the rate that technology is advancing, you know, people will be implanting chips in our children to advertise directly into their brains and tell them what kind of products to buy"
"At the rate that technology is advancing, you know, people will be implanting chips in our children to advertise directly into their brains and tell them what kind of products to buy"
Hillary Clinton (D-N.Y.), who didn't appear to be joking, at a Kaiser Family Foundation forum on media and children. --Newsday 7/21
Yahoo! is the most popular news and current events destination on the Web, with more than 15 million unique users visiting during the week ending June 25. NewsMax.com, Traffic.com and HuffingtonPost.com ranked as the top three advertisers on sites in the news category.
Yahoo! is the most popular news and current events destination on the Web, with more than 15 million unique users visiting during the week ending June 25. NewsMax.com, Traffic.com and HuffingtonPost.com ranked as the top three advertisers on sites in the news category.
A new study by Atlas Institute purports to show that running search and display ads concurrently reinforces contextual advertising messages on search engines, yielding a higher conversion rate than when search ads appear alone.
A new study by Atlas Institute purports to show that running search and display ads concurrently reinforces contextual advertising messages on search engines, yielding a higher conversion rate than when search ads appear alone.
Time Warner reportedly is planning a restructuring of its AOL division, moving it away from Internet service subscriptions and toward an ad-supported content model.
Time Warner reportedly is planning a restructuring of its AOL division, moving it away from Internet service subscriptions and toward an ad-supported content model.
Following the success of the rejected WB pilot "Nobody's Watching" on YouTube.com, NBC has ordered six episodes of the show
Following the success of the rejected WB pilot "Nobody's Watching" on YouTube.com, NBC has ordered six episodes of the show
Interpret LLC is introducing a new service called Gameasure, designed to offer demographic and usage data for online games to help marketers decided which game is right for their ads.
Interpret LLC is introducing a new service called Gameasure, designed to offer demographic and usage data for online games to help marketers decided which game is right for their ads.
Apple CFO Peter Oppenheimer this week strongly hinted that the computer and iPod maker plans to offer a mobile phone product.
Apple CFO Peter Oppenheimer this week strongly hinted that the computer and iPod maker plans to offer a mobile phone product.
Grupo Televisa, the Mexican broadcasting giant that recently came up short in a bid to buy U.S. Spanish-language network Univision, is suing that network, saying Televisa has the right to begin webcasting its telenovelas and other shows in the U.S.
Grupo Televisa, the Mexican broadcasting giant that recently came up short in a bid to buy U.S. Spanish-language network Univision, is suing that network, saying Televisa has the right to begin webcasting its telenovelas and other shows in the U.S.
NBC will be using data gathered by IAG Research, which monitors viewer recall of product placements, to demonstrate to advertisers that the network's viewing audience pays attention to programming details, including the plot of a particular episode. Toyota Motor is the first marketer to link its advertising buy to the level of engagement of the viewing audience.
NBC will be using data gathered by IAG Research, which monitors viewer recall of product placements, to demonstrate to advertisers that the network's viewing audience pays attention to programming details, including the plot of a particular episode. Toyota Motor is the first marketer to link its advertising buy to the level of engagement of the viewing audience.