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The future of advertising.

Matt Dickman//Fleishman-Hillard//MCAD//MIMA//March 17, 2008

Welcome.

First, lets make a deal.

About me.

http://www.google.com/search?&q=matt+dickman

The foundation for tomorrow is here today.

If you dont like change, youre going to like irrelevance even less.
General Eric Shineski, Retired Chief of Staff, U.S. Army

The world has changed.

1.0

2.0

3.0

The faces have changed.

The best idea is boss

-CP+B

The roadmap changed.

The language changed.

<html> <head> <title>The web changed things.</title> </head> <body> Hello World! </body> </html>

The pace changed.

Choice is growing exponentially.

Marketers are at a crossroads.

Most agencies were not built for dialogue.

Traditional digital is running rampant.

Most marketers on Facebook use it as a broadcast platform.

They were created to push.

And shout.

Sometimes that works.

Advertising is better at emotion.

http://youtube.com/watch?v=NRAhyl1fC4w

It just doesnt work in a vacuum.

Or a silo.

PR

Advertising

PR

Advertising Interactive

PR

Interactive

Advertising

Interactive

Today.

PR

Advertising Interactive

Tomorrow.

PR Advertising Interactive

Marketing

Experiences rule.

Storytelling is a must.

Creating and enabling fans.

1-to-1.

Location agnostic.

Portable.

Widgets are portable, brand gateways.

Time agnostic.

We have to listen and adapt.

End of interruption.

Social media will be the standard.

Its all social.

Its all personal.

The me economy.

15 megabytes is the new 15 minutes.

Consumer buzz can be great.

Or really bad.

Hurricane Kohls.

Paul McEnany | http://heehawmarketing.typepad.com

Wal-Mart og.

Either way, it spreads quickly.

They dont call it viral for nothing.

We have to keep our eyes open.

And look below the surface.

Micromedia.

Minneapolis bridge collapse.

Bridge collapses - 6:00pm

I hear about it on Twitter a little after 6pm.

The story unfolds.

29 minutes

45 minutes

45 minutes

49 minutes

Mainstream media catches up.

1 hour

Some alert friends.

1 hour 42 minutes

Some ask questions.

3 hours 8 minutes

Some reect back.

People upload images.

Distributed through widgets.

And through mashups.

There are even new worlds to explore.

Marketing

Put strategy rst.

Adding value should be the goal.

Thank you!
Matt Dickman mattdickman@gmail.com http://technomarketer.typepad.com

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