WHAT’S NEXT

IN MARKETING + ADVERTISING

©2008 Paul Isakson

THE
FUTURE
OF
ADVERTISING
©2008 Paul Isakson
THERE ISN’T ANY.

©2008 Paul Isakson

THE
END
©2008 Paul Isakson
J/K J/K J/K J/K
J/K J/K J/K J/K
J/K J/K J/K J/K
J/K J/K J/K J/K
©2008 Paul Isakson
THE
FUTURE
OF
MARKETING
©2008 Paul Isakson
TOPICS / AGENDA

BRANDS
OLD MARKETING
NEW MARKETING
INNOVATION
ENGAGEMENT
UTILITY
INSIGHT

©2008 Paul Isakson

BRANDS &
BRANDING
HAVEN’T
CHANGED
©2008 Paul Isakson
BRAND =
COLLECTIVELY, WHAT
PEOPLE SAY, FEEL &
THINK ABOUT YOUR
PRODUCT, SERVICE
OR COMPANY.
©2008 Paul Isakson
BRANDING =
USING MARKETING TO
INFLUENCE PEOPLES’
ATTITUDES TOWARDS,
AND PERCEPTIONS OF,
THE BRAND.
©2008 Paul Isakson
BRAND LOYALTY
WILL STILL BE EARNED
OVER TIME THROUGH
CONSISTENT POSITIVE
EXPERIENCES &
ENGAGEMENTS WITH A
PRODUCT, SERVICE OR
COMPANY.
©2008 Paul Isakson
TREAT ME
WELL, AND
I’LL RETURN
THE FAVOR.
©2008 Paul Isakson
OLD
MARKETING

©2008 Paul Isakson

OLD MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

CONSUMER ©2008 Paul Isakson

©2008 Paul Isakson
THIS ISN’T
WORKING.

©2008 Paul Isakson

“I DON’T KNOW
WHAT WE’RE
YELLING ABOUT!!!”

©2008 Paul Isakson

 A TIME FOR CHANGE

“We’re not 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

©2008 Paul Isakson
 MODERN
MARKETING
©2008 Paul Isakson
MODERN MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

CONSUMER ©2008 Paul Isakson

©2008 Paul Isakson
 MODERN MARKETING

“[Digital] is the centerpiece of a broader

campaign. I think that’s become a real
integral part of how we use the web, moving
beyond just promoting web addresses in TV
spots or print ads to really making them a
critical part of the storytelling for the brands.”

Rob Master
Media Director, North America
Unilever
March 2008

Source: Advertising Age - http://adage.com/article?article_id=125663

©2008 Paul Isakson
HOW CAN
YOU CREATE
BRAND FANS?

©2008 Paul Isakson

DELIVER
VALUE
THROUGH
MARKETING.
©2008 Paul Isakson
OR, MORE
SIMPLY
PUT…

©2008 Paul Isakson

MAKE
PEOPLE’S
LIVES
BETTER.
©2008 Paul Isakson
O.K. SOUNDS
SIMPLE
ENOUGH.

©2008 Paul Isakson

SO HOW CAN
WE DO THIS?

©2008 Paul Isakson

PRODUCT
INNOVATION

©2008 Paul Isakson

BUILD THE
MARKETING INTO
THE PRODUCT.

©2008 Paul Isakson

MAKE THE
PRODUCT SO
GREAT, PEOPLE
CAN’T HELP BUT
TALK ABOUT IT.
©2008 Paul Isakson
 MODERN MARKETING

“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

©2008 Paul Isakson
 MODERN MARKETING

“We think the future of advertising is

great products that have marketing
embedded in them.”

Jeff Hicks
CEO
Crispin Porter + Bogusky
October 2006

Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/

©2008 Paul Isakson
 MODERN MARKETING

“Coming up with product innovations.

That's what we're setting out to do.”

Steven Marrs
Vice Chairman
Global Head of Digital and Branded Content
NITRO
April 2007

Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893

©2008 Paul Isakson
 MODERN MARKETING

“Our belief is that marketing and

product 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

©2008 Paul Isakson
THE PRODUCT IS THE MARKETING

©2008 Paul Isakson

THE PRODUCT IS THE MARKETING

©2008 Paul Isakson

THE PRODUCT IS THE MARKETING

©2008 Paul Isakson

THE PRODUCT IS THE MARKETING

©2008 Paul Isakson

GREAT.
BUT MY
PRODUCT
ISN’T COOL.
©2008 Paul Isakson
WHAT CAN
I DO???

©2008 Paul Isakson

WELL,
FRANKLY
YOU’RE
SCREWED.
©2008 Paul Isakson
J/K J/K J/K J/K
J/K J/K J/K J/K
J/K J/K J/K J/K
J/K J/K J/K J/K
©2008 Paul Isakson
ADD VALUE
THROUGH
CONTENT.

©2008 Paul Isakson

CONTENT
IS THE
NEW
CURRENCY
©2008 Paul Isakson
OR, AS TRACY
MORGAN
WOULD SAY
©2008 Paul Isakson
CONTENT IS THE NEW
PRESIDENT, BITCH.
©2008 Paul Isakson
PEOPLE WILL
PAY FOR
GREAT
CONTENT.
©2008 Paul Isakson
 CONTENT IS THE NEW CURRENCY

1 Week = $1.6 Million

Source: Chicago Tribune / Leisure Blogs / Turn It Up - http://leisureblogs.chicagotribune.com/turn_it_up/2008/03/reznors-one-wee.html

©2008 Paul Isakson
BRANDS WILL
PAY FOR
GREAT
CONTENT.
©2008 Paul Isakson
CONTENT IS THE NEW CURRENCY

©2008 Paul Isakson

 CONTENT IS THE NEW CURRENCY

“[The agency’s job is to create] content

so valuable and useful that [consumers]
wouldn't want to live without it.”

Jeff Hicks
CEO
Crispin Porter + Bogusky
October 2006

Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/

©2008 Paul Isakson
ENGAGEMENT

©2008 Paul Isakson

 ENGAGEMENT

“The days of making funny things that

may or may not have an effect on the
client's business are ending.”

Jeff Benjamin
Interactive Creative Director
Crispin Porter + Bogusky
March 2008

Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd

©2008 Paul Isakson
 ENGAGEMENT

CP+B FOLK LORE / MYTHOLOGY:

ALEX BOGUSKY DOESN’T WANT TO
SEE SCRIPTS ANYMORE.
“DON’T SHOW ME A SCRIPT. SHOW
ME THE PRESS RELEASE.”
IT’S ALL ABOUT HOW PEOPLE WILL
ENGAGE - WHY THEY WILL FIND IT
INTERESTING & PARTICIPATE.

Source: Life Moves Pretty Fast - http://ameliatorode.typepad.com/life_moves_pretty_fast/2008/01/dont-write-me-a.html

©2008 Paul Isakson
 ENGAGEMENT

16 QUARTERS OF
CONSECUTIVE
GROWTH

Source: BusinessWeek - http://www.businessweek.com/the_thread/brandnewday/archives/2008/02/crispin_downloa_1.html

©2008 Paul Isakson
 ENGAGEMENT

No. 1 seller in Personal Grooming category on Amazon.com

for the first two months after launch.

Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=53172

©2008 Paul Isakson
ENGAGEMENT

©2008 Paul Isakson

ENGAGEMENT

©2008 Paul Isakson

UTILITY
©2008 Paul Isakson
 UTILITY

“[Branded Utility] is where the brand creates

a commitment to a relationship. It’s where the
brand creates something useful to you,
something that’s a utility in your life. The
consumer will feel more confident with the
relationship if the brand will continue to be
part of your life.”

Benjamin Palmer
CEO / Owner
The Barbarian Group
October 2006

Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html

©2008 Paul Isakson
 UTILITY

“When you create a utility, you're creating

something that gives people time back. It
becomes less about information as pollution
and more about information to help people
get through life.”

Nick Law
Chief Creative Officer, North America
R/GA
March 2008

Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd

©2008 Paul Isakson
UTILITY

©2008 Paul Isakson

 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

©2008 Paul Isakson
UTILITY

©2008 Paul Isakson

UTILITY

©2008 Paul Isakson

UTILITY

©2008 Paul Isakson

HOW DO
WE CREATE
THIS KIND OF
MARKETING?
©2008 Paul Isakson
 CREATING BETTER MARKETING

“We don’t ask consumers what they

want. They don’t know. Instead we
apply our brain power to what they
need, and will want, then make sure
we’re there, ready.”

Akio Morita
Co-Founder
Sony Corporation

Source: Truth, Lies & Advertising / Jon Steel / page 189 (found via Meme Huffer- http://memehuffer.typepad.com/meme_huffer/2007/12/great-quotes-fo.html )
©2008 Paul Isakson
 CREATING BETTER MARKETING

“It's really hard to design products by

focus groups. A lot of times, people
don't know what they want until you
show it to them.”

Steve Jobs
Co-Founder, Chairman & CEO
Apple
May 1998

Source: BusinessWeek - http://www.businessweek.com/1998/21/b3579165.htm

©2008 Paul Isakson
UNCOVER
RICH
CONSUMER
INSIGHTS
©2008 Paul Isakson
 OPPORTUNITY COMES FROM INSIGHTS

“Great work comes from insight, and we have

always worked from insight. … We have a
vision of ourselves becoming the lead agency
for the digital age. Insights are going to come
in so many different ways. We’d like to pride
ourselves on the ability to capitalize on them.”

Laura Lang
CEO
Digitas USA
March 2008

Source: Advertising Age - http://adage.com/article?article_id=125670

©2008 Paul Isakson
HOW DO
WE UNCOVER
THESE
INSIGHTS?
©2008 Paul Isakson
OBSERVE
+
LISTEN
©2008 Paul Isakson
TRADITIONAL METHODS

FOCUS GROUPS
1x1 INTERVIEWS
ETHNOGRAPHIC STUDIES
CULTURAL ANTHROPOLOGY
SURVEYS
USABILITY TESTING / LABS

©2008 Paul Isakson

EMERGING
METHODS

©2008 Paul Isakson

DIGITAL ANTHROPOLOGY

del.icio.us

©2008 Paul Isakson

COLLABORATION

©2008 Paul Isakson

COLLABORATION

COMPANY

INNOVATION INFORMATION
& CONTENT & INPUT

BETTER
BRANDS

AGENCY INSIGHTS CONSUMERS

& IDEAS

©2008 Paul Isakson

COLLABORATION

©2008 Paul Isakson

COLLABORATION

©2008 Paul Isakson

IF YOU ONLY
REMEMBER
ONE THING…

©2008 Paul Isakson

MODERN
MARKETING =
MAKING PEOPLE’S
LIVES BETTER.

©2008 Paul Isakson

THE
END
©2008 Paul Isakson
?s
©2008 Paul Isakson
IF YOU WANT TO READ MORE OF WHAT I’M THINKING…
http://paulisakson.typepad.com/

©2008 Paul Isakson

THA
NKS
©2008 Paul Isakson
IMAGE CREDITS

IMG_6515 iPhone
Tony de Marco e-Learning content authoring
Flickr Google Loves The iPhone

Anonymous at Scientology in Los Angeles Wii

sklathill Networking Audio/Video
Flickr X-OOM Software Brings Media Streaming
To The Wii

Brick Tamland Wallpaper Starbucks Coffee

Anchorman The Movie Web Site Boston.com
Brick Wallpaper Aging Music Heroes' Haven

Bloc Party Crowd @ Ogden Theatre Tracy Morgan

Paul Isakson Saturday Night Live
Flickr Black Is The New President, Bitch

Google Screen Grab Ghosts I - IV

Google Nine Inch Nails
Google.com Ghosts.nin.com
IMAGE CREDITS

RCRD LBL_ + Widgets Nike+

RCRD LBL Healthy Living NYC
rcrdlbl.com Every Step You Take...

Whopper Freakout Domino’s Pizza Builder

Burger King Domino’s Pizza
WhopperFreakout.com Dominos.com

Shave Everywhere Domino’s BFD Pizza Builder

Philips / Norelco Adverblog & Domino’s Pizza
ShaveEverywhere.com Domino's Pizza Builder & Dominos.com

The Coke Zero Game My Vegas

Coca-Cola Company Logic + Emotion
CokeZeroGame.com My Vegas Is Showing: Brand Utility +
Event Based Social Networking

The Coke Zero Game Digital Ethnography + Anthropology

Coca-Cola Company All logos taken from their respective Web
sites.
CokeZeroGame.com
IMAGE CREDITS

Consumer Collaboration
Paul Isakson
[paul isakson]

Kluster
Kluster
Kluster.com

My Starbucks Idea
Starbucks
MyStarbucksIdea.com
CONTACT ME

PAUL ISAKSON
Senior Strategic Planner
space150

http://www.paulisakson.com/
paul.isakson@gmail.com