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John Battelle on Marketing in a Fluid, Conversational Media Landscape

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Closing Remarks John Battelle , Chairman and CEO Federated Media
Marketing in Quicksilver John Battelle CEO/Founder Federated Media Publishing Inc.
EVERY MARKETER IS A PUBLISHER EVERY PUBLISHER IS A MARKETER EVERY CONSUMER IS BOTH (AND THE CONTRACT IS BEING WRITTEN AS WE MEET)
[object Object],[object Object],MEDIA IS FLUID, DIVERSE, QUICKSILVER….
[object Object],[object Object],YOUR CUSTOMER’S ATTENTION IS FICKLE, FLITTING FROM PLACE TO PLACE…
[object Object],[object Object],HOPPING ACROSS SMALL PIECES, LOOSELY JOINED
[object Object],[object Object]
[object Object],[object Object],SO HOW DO YOU GET YOUR ARMS AROUND THIS QUICKSILVER WEB?
[object Object],[object Object],AD NETWORKS?
[object Object],[object Object],THEY HAVE SCALE AND DATA. BUT LACK…SOUL.
[object Object],[object Object],YOUR CUSTOMERS DON’T JOIN AD NETWORKS
[object Object],[object Object],THEY JOIN CONVERSATIONS
[object Object],[object Object],WEBSITES ARE CONVERSATIONS
[object Object],[object Object],BRANDS ARE CONVERSATIONS
[object Object],[object Object],THE WEB IS A CONVERSATION
[object Object],[object Object],THESE CONVERSATIONS ARE NAVIGATED THROUGH SEARCH, WORD OF MOUTH, SOCIAL MEDIA.
[object Object],[object Object],HOW DO YOU UNITE THE SCALE OF AD NETWORKS….WITH THE SOUL OF CONVERSATIONS?
[object Object],[object Object],THIS IS A CENTRAL QUESTION OF OUR INDUSTRY NOW … a few ideas…
RETHINK “ CREATIVE” to “ ADDING VALUE”
RETHINK “ MEDIA BUYING” to “ MEDIA CREATION”
RETHINK “ REACH” to “ PLATFORM FOR DISTRIBUTION OF VALUE”
RETHINK “ OUR BRAND IN THE MARKET” as “ OUR CONVERSATION WITH THE MARKET”
IN SHORT, JOIN THE CONVERSATION. (And yeah, FM would love to help…)
THE CM SUMMIT: WHAT WORKS, THE CASE STUDIES THANK YOU FOR COMING! SEE YOU NEXT TIME….
 
 

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