Download to read offline
![Partially Inspired And Completely Approved By PAUL ISAKSON Senior Strategic Planner space150 http://www.paulisakson.com/ [email_address] Most Images are under](https://image.slidesharecdn.com/cutler-standing-on-the-horizon-at-baruch-100123100048-phpapp02/75/Cutler-Standing-On-The-Horizon-At-Baruch-2-2048.jpg)
![UTILITY “ [Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.” Nick Law Chief Creative Officer, North America R/GA April 2007 Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893](https://image.slidesharecdn.com/cutler-standing-on-the-horizon-at-baruch-100123100048-phpapp02/75/Cutler-Standing-On-The-Horizon-At-Baruch-45-2048.jpg)
![THANKS! David Cutler Oasis Technology Partners www.otpartners.com [email_address] www.EatMedia.com](https://image.slidesharecdn.com/cutler-standing-on-the-horizon-at-baruch-100123100048-phpapp02/75/Cutler-Standing-On-The-Horizon-At-Baruch-69-2048.jpg)
Uploaded bySales Strategy and Innovation Delivery
Cutler Standing On The Horizon At Baruch
The document discusses new trends in digital marketing. It notes that the future of advertising is now, with marketing and products converging in the consumer's experience. Transparency has replaced honesty, and marketing now focuses on connecting with consumers through activities like product innovation, collaboration, engaging content and crowd-sourcing to add value to people's lives. The key is making people's lives better through remarkable products and services.
More Related Content
Similar to Cutler Standing On The Horizon At Baruch
More from Sales Strategy and Innovation Delivery
Cutler Standing On The Horizon At Baruch
- 1. Standing On TheHorizon 9/17/2008 A discussion about new media DIGITAL (INTERNET) MARKETING (MKT 9780) Instructor: Dorian Benkoil Guest Speaker David Cutler Oasis Technology Partners www.otpartners.com
- 2. Partially Inspired AndCompletely Approved By PAUL ISAKSON Senior Strategic Planner space150 http://www.paulisakson.com/ [email_address] Most Images are under
- 3. What’s on theMarketing Horizon What’s on the Marketing Horizon?
- 4. You Are StandingOn It
- 5. THE FUTURE OF ADVERTISING
- 6. THERE ISN’T ANY.
- 7.
- 8. THE FUTURE OFMARKETING IS HERE…
- 9.
- 10. “ Marketing andproduct have converged. The consumer doesn’t separate the marketing experience from the product experience.” Ajaz Ahmed Founder & Chairman AQKA March 2008 Source: Advertising Age - http://adage.com/article?article_id=125664
- 11.
- 12. Transparency = TrustWith No Choice T The Word
- 13. It Used ToBe Called Honesty
- 14. OLD MARKETING PRODUCTPACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
- 15. NEW MARKETING PRODUCTPACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM
- 16. Shift “ We’renot in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” Trevor Edwards Vice President, Global Brand & Category Management Nike October 2007 Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html
- 17. Chaos 2.0 “…consider something barely imaginable: a post-apocalyptic media world substantially devoid of brand advertising as we have long known it … It’s a world in which Canadian trees are left standing and broadcast towers aren’t. It’s a world in which consumer engagement occurs without consumer interruption, in which listening trumps dictating, in which the internet is a dollar store for movies and series, in which ad agencies are marginalized and Cannes is deserted in the third week of June. It is a world, to be specific, in which marketing — and even branding — are conducted without much reliance on the 30-second spot or glossy spread.”
- 18. What Can YouDo About It?
- 19. Fish Where TheFish Are… Be The Fish
- 20. Join The Playgrounddel.icio.us
- 21. What They WantVersus What You Want
- 22. My References –Business Development Alliance Agent… Biz Dev… Sales with: Strategic, Creative, & Digital Technology
- 23.
- 24. Learn What YouKnow www.EatMedia.com
- 25. New Ways ofThinking
- 26.
- 27. www.Cluetrain.com 1- Marketsare conversations 2- Almost all marketing and marketers are evil 3- Almost all big businesses have no clue how to satisfy their customers
- 28.
- 29.
- 30.
- 31.
- 32. HOW CAN YOUCREATE BRAND FANS?
- 33. DELIVER VALUE THROUGHMARKETING.
- 34. OR, MORE SIMPLYPUT…
- 35. MAKE PEOPLES’ LIVESBETTER.
- 36. SO HOW CANWE DO THIS?
- 37.
- 38. BUILD THE MARKETINGINTO THE PRODUCT.
- 39. MAKE THE PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT.
- 40. Be Remarkable “Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.” Seth Godin Author / Speaker / Marketing Expert Purple Cow 2002 Source: Purple Cow / Seth Godin / Page 3
- 41. THE (VALUABLE) PRODUCTIS THE MARKETING
- 42. THE (COOL) PRODUCTIS THE MARKETING
- 43. THE (UNIQUE) PRODUCTIS THE MARKETING
- 44. The (UTILITY) PODUCTIS THE MARKETING
- 45. UTILITY “ [Nike+]is not an advertising idea, it's a technology idea. We are delivering a product, an application.” Nick Law Chief Creative Officer, North America R/GA April 2007 Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
- 46. What Works (ThanksCode + Theory)
- 47. GREAT. BUT MY PRODUCT ISN’T COOL.
- 48. WHAT CAN IDO???
- 49. WELL, FRANKLY YOU’RESCREWED.
- 50.
- 51. HOW DO WECREATE THIS KIND OF MARKETING?
- 52.
- 53.
- 54.
- 55. The Key Valueof the Internet … Easier Collaboration
- 56. COLLABORATION AGENCY CONSUMERSCOMPANY INFORMATION & INPUT INSIGHTS & IDEAS INNOVATION & CONTENT BETTER BRANDS
- 57.
- 58. We Trust EachOther Most – So…?
- 59. Crowd Sourcing WithRevenue $haring
- 60. You Are InThe Right Market
- 61. ADD VALUE THROUGHCONTENT.
- 62. THEY WILL PAYFOR GREAT CONTENT.
- 63. CONTENT IS THENEW CURRENCY
- 64.
- 65. A Startup withthe right ingredients… Remarkable Replaces Something Inferior - Saves Time - Makes Life Easier 3.Long Tail Business Model
- 66. A Marketplace forremote access application support www. HelpGuest .com
- 67. IF YOU ONLYREMEMBER ONE THING…
- 68. NEW MARKETING =MAKING PEOPLES’ LIVES BETTER.
- 69. THANKS! David CutlerOasis Technology Partners www.otpartners.com [email_address] www.EatMedia.com
Editor's Notes
- #3 Added in for SlideShare.
- #6 So… the future of advertising…
- #9 Now, let’s chat about the future outlook for marketing…
- #10 Total paradigm shift- this is a map of the Internet. It is not linear. It is not a pyramid.
- #11 … and AQKA says it’s all one thing now - there is no separation between the marketing experience and the product experience… I think a few of you are Halo fans, look at what they did with the marketing for Halo 3 and how that was an experience akin to the game…
- #15 All about pushing things out at people. A one way process. Shove, shout, sell.
- #16 Instead of using marketing to shove things out and yell, it’s about creating things that draw people in. Things that make them want to come learn/see/engage more.
- #17 Smart brands are looking for ways to change that. If people are tuning out the noise, then it’s time to look for new ways that will help us connect better…
- #21 People are broadly and publicly sharing more about their lives than ever before. We can learn a lot about what people want and need simply by looking at what they’re sharing…
- #33 How can we create fans for our clients’ brands? How can we make our clients the rock stars that drew the crowd in the image a few slides back?
- #34 By helping them deliver more value around their products and services through their marketing.
- #36 Save them time. Save them energy. Give them something useful. Help them learn something. Give them a story to tell others… do little things that make their days a little better. A little easier to get through.
- #38 … Well, one of the ways agencies can help companies is in the area of product innovation. Applying creative insight to the product development process is an area agencies can add value to their clients…
- #39 So…
- #41 … Seth Godin was talking about this long ago…
- #42 Think back… How many of you found out about Google from an ad? Now how many found out because someone told you about it?
- #43 … the iPhone… even though they do advertise it, look at what the ads do… they show you how you can USE it to make life better…
- #45 R/GA helped Nike do this in creating Nike+
- #46 It’s not advertising. It’s an application, like Barbarian was talking about…
- #48 So, what if your product isn’t innately cool?
- #52 Now, how can we help our clients create this kind of marketing?
- #53 Watch how people behave. How they shop. How they use things. How they go through a web site. How they play a game. Ask them questions. Listen. Ask more questions. Listen twice as much… Notice and note the areas that could be improved …
- #54 Another interesting thing brands can do is collaborate more closely with their agencies and customers/consumers - especially in the area of product innovation that we talked about before…
- #55 Another interesting thing brands can do is collaborate more closely with their agencies and customers/consumers - especially in the area of product innovation that we talked about before…
- #57 The Web is enabling collaboration to take place easier and quicker… companies can share information with consumers and get their input directly … agencies can pull insights out of that information exchange as well as get quick feedback on ideas as they develop… the agency and company can then take the learnings and insights to create things people need or want, even if they didn’t realize these things when they were talking to them… this goes along with a growing idea in the planner blog world for Brands in Beta … where brands are constantly tweaking and improving by getting real-time, on-going feedback from consumers… But to the earlier quotes from Sony and Apple… the web is enabling people to now know more about what they didn’t know. As this continues, brands can get even better insights and feedback, which is going on right now…
- #58 Starbucks is putting this into action as well. They’ve been under scrutiny lately and now they’re looking to get ideas from passionate Starbucks drinkers.
- #62 Enhance the product through content
- #63 Let’s look at the music industry, where “nobody buys music anymore”
- #68 … I’ve probably gone just over my 15-minutes… (sorry Ben) … but I’ll close it up and ask that if you only remember one thing from all of this…
- #69 Think about this on whatever you’re creating now and next… how can we make this make peoples’ lives better…