Transcript Redesigning The Business Of Advertising

Redesigning The Business
Of Advertising
@cindygallop
@istratbuzz
Collaborative competition
‘If you align your strategies to what
everyone else is doing, be sure a
BRAND
BRAND bullet
single business
will take you
CONSCIENCE
STEWARDall down.’
>
Ndubuisi Ekekwe
Innovators Go It Alone
HBR Nov 5 2010
Redesign the business
Redesign agency
Redesign
the business
model
BRAND
BRAND
>
CONSCIENCE
STEWARD
Redesign creativity
Redesign the business
MAKE GOOD
ADVERTISING
>
MAKE ADVERTISING
GOOD
Redesign agency
You cannot do new world
BRAND
BRAND
order
advertising
from an old
> CONSCIENCE
STEWARD
world order place
Redesign the business
model
Redesign creativity
‘Yes, data and analytics are powerful
tools, but they’re no substitute for
inspiring others through creativity.’
4A’s Conference: Data Won’t Trump Creativity
Advertising Is About Romance, Not Science
Adweek, March 27 2012
data-informed
‘Marketers’ desire to be data-driven is not
yet matched by a consistent effort to
collect the data necessary to make these
real-time decisions.’
Marketing ROI In The Era Of Big Data:
2012 BRITE/NYAMA Marketing In Transition Study
‘31% of respondents said they believe
simply measuring audience you have
reached is ROI
57% are not basing their marketing
budgets on any ROI analysis
28% are basing marketing budgets on gut
instincts’
Marketing ROI In The Era of Big Data: 2012 BRITE/NYAMA Marketing in Transition
Study
You
are what
measure.
> you
CONSCIENCE
STEWARD
BRAND
BRAND
www.textsfromlastnight.com
The world we live in…
BRAND
BRAND
(813) So let me get>
this straight. You would
CONSCIENCE
STEWARD
sleep with an uncircumcised
guy whose name
you didn’t know, but you won’t try the new
shrimp taco from taco bell?
The new marketing reality is
COMPLETE
STEWARD > CONSCIENCE
TRANSPARENCY
BRAND
BRAND
I want you to know me.
ACTION
PERSONALIZATION
NOTIFICATION
TRANSACTION
What do you want
people to do?
social
graph
interest
graph
action
graph
ACTION
BRANDING
co-creation
co-action
Shared values + shared
action = shared profit
(financial & social)
What I want, when I
want it, where I want it,
how I want it
MOBILE
‘Little pellets of love’
THE FUTURE OF
ADVERTISING
> PAYMENTS
THE FUTURE OF
ADVERTISING
UNITS
> PRODUCTS
ADVERTISING
Competitive collaboration
MadMen + MathMen
female-informed
“In order to predict the future,
you have to invent it.”
Alan Kay