The rapid changes in the advertising industry may feel like the ad-pocalypse is upon us, but embracing the revolution and partnering with strategic thinkers can help connect brands to customers today and tomorrow.
20. ALSO A MOM.
OR A DAD.
OR A DAUGHTER.
NO MATTER
WHO YOU ARE,
RESEARCH SHOWS,
YOU’RE SUPER BUSY.
IT’S BECOME
HARDER FOR
ADVERTISERS TO
REACH YOU.
21. WHILE YOU’RE READING THIS, SOME
COMPANY PAID A FEW OTHER
COMPANIES TO SHOW YOU
A TELEVISION AD.
22. WHILE YOU’RE ON YOUR DESKTOP
TRYING TO GET WORK DONE
(AND ALSO CLICKING OVER TO “TMZ”),
SOME COMPANY TRIED TO
GET YOU TO STOP WHAT YOU’RE
DOING AND MOVE YOUR MOUSE
OVER TO THEIR IRRELEVANT AD.
33. HOW DO YOU WIN IN AN
INDUSTRY THAT IS IN THE
MIDST OF A “SHARKNADO”
STYLE APOCALYPSE?
34. WELL, WE HAVE
SOME ANSWERS (NATURALLY)
AND WE’VE CONDENSED THEM
INTO 5 EASY TO SWALLOW BITES.
35. 1
INBOUND
Inbound Marketing is the term used for marketing activity
that brings people to you, rather than having to go out to
get their attention. It’s about attraction, not interruption.
38. INBOUND MARKETING FACT
Inbound customers and prospects cost 60% less
than outbound customers. (Credit: “Search Engine Journal”)
39. 2
BE USEFUL
Brand utility is a tool, resource, and content that your customers
need and love. This model isn’t about outspending.
It’s about out-thinking and out-teaching.
40. BRAND UTILITY IS...
“15 recipes for beets” vs. “Beets are good!”
“Eat more beets!”
3
41. BRAND UTILITY AT WORK: ScanNCut
We build useful
projects and craft
ideas customers love.
43. BRAND UTILITY AT WORK: THE
OPTICAL APPOINTMENT SCHEDULER
We build digital convenience tools for our clients’ customers.
44. 4
SURPRISE AND DELIGHT
We have more opportunity than ever to know our
customers’ deep desires. We can build digital connections
that feel as deep and true as personal connections.
45. SURPRISE AND DELIGHT AT WORK:
RED MANGO
For Red Mango, we
surprised social media fans
with gifts that celebrated
their “yogurt dates.”
46. SURPRISE AND DELIGHT AT WORK:
DOVE® INSTAGRAM
Dove® brilliantly surprised
its Instagram community
with handwritten notes.
47. 5
PAID MEDIA
IS NOT DEAD.
NOW REPEAT THAT 5 TIMES.
Despite everything you read, paid media
and traditional advertising still has a role in
a marketer’s life and a place in their budget.
48. PAID MEDIA
Thanks to new targeting methods that helps
filter you from seeing crap you don’t care about,
paid media continues to be on the rise.
49. TRADITIONAL MEDIA
IS NOT DEAD.
YOU JUST HAVE TO DO IT RIGHT.
We have more data than ever to serve you
things you’re actually interested in, when
you’re interested in buying them.
50. EVEN THE BEST SOCIAL MEDIA
IDEA NEEDS PAID MEDIA TO
LET PEOPLE KNOW IT EXISTS.
51. ULTIMATELY, WE’RE NOT
IN THE ADVERTISING
BUSINESS ANYMORE.
We’re in the Customer Analytics, CRM,
Content Marketing, Community Management,
Product Development and Customer Connection business.
52. SO, YES, OLD SCHOOL
ADVERTISING
IS TOTALLY FUCKED. BLEEP
53. BUT BRAND USEFULNESS, CUSTOMER
RELATIONSHIP BUILDING, TARGETED
CONTENT MARKETING, INSIGHT-DRIVEN
MEDIA AND, NEW APPROACHES TO
OLD SCHOOL STRATEGY…