(10 votes, average: 4.90 out of 5)
While I’m trawling through slideshare presentations this week I found an interesting presentation by Paul Isakson who presented at Marketing 2.0 Unfiltered a week ago. Not visionary by any means, just a great read for anyone interested in marketing and particularly useful for your clients looking into the future of where they will need to be.
Great presentation. All very true. Engaging your target audience is key. The buying public is much more cautious now and that too is playing a role in how we have to market.
This is a GREAT reminder of how we need to ACT as marketing and PR professionals.
Thanks for sharing!
“Not visionary by any means, just a great read for anyone interested in marketing and particularly useful for your clients looking into the future of where they will need to be.”
Exactly what it was created for.
Thanks for sharing it here.
The most refreshing, succint and novel presentation I have ever seen. Might not have been “visionary” but it sure was thought-provoking.
(referring to slide 45) Making products that don’t suck is visionary considering the crap that so many companies produce because they don’t take the time to listen to their customers.
I think that the agencies are SO not going to get this kind of thinking. not because they are dim – quite the opposite. But because they define themselves through what they do – not what they do for clients.
If I was a client MD I would hire a Creative Director on my staff and give em the job of being Chief Brand Officer and tell ‘em to do what’s in this presentation. And if I heard them warble on about kerning and leading ‘being brave’ and ‘contemporising’ I would know I have the wrong person! and then fire ‘em.
The future of marketing is not about the agency – they are now only agencies for the people they hire. It is about the company taking back control of the brand from the people who are working across 5 brands and purporting to ‘know’ them all.
“Spray of the Day” by Michael Graham
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This presentation is well done and tells us what is obvious but we tend to be blind to it as we keep thinking of what we have been doing and not what we should be doing.
More importantly, as some have already commented, marketers need to know what and how they want to portray their brands – not allow agencies to come up with ideas. If a markerter know his/her brand inside out and has studied the market research on its SWOT, then clearly that marketer can give the agency some ideas to begin work – as the previous commentator said – companies need to own and direct their brands with creative help from agencies.
The interesting take away here, is change in consumer behaviors as opposed to change in tools – I do think that it is often the tool that helps to drive change. Given a new tool, we all suddenly do things differently if that tool facilitates our action/thoughts for more satisfying results.
You couldn’t have picked a better product & company to use an example. Let’s see, we have the worst tasting product on the shelf, but have a big marketing budget. I know, let’s broadcast the message of how great our beverage is and talk about obtuse qualities like “drinkability” knowing full well that it tastes terrible. Maybe Bud knows all of their customers are looking to get a buzz at the lowest cost, and are willing to choke down skunk water???
Interesting and Insightful. Thanks for sharing
No doubt this demo slide presentation will get the creator a lot of work with folks who want to do OLD marketting ideas with new shiny packages.
The underlying idea of this presentation is the exact ideas givein to me in ad school 15 yrs ago.
Think Different (duh-Apple 1994)
Listen to your audience (Satan introduces *apple* – beginning of time)
Marketing must be playful???? That was Darrin’s main ad campaign on Bewitched in 1962!
Seriously – If This is NEW to you, you’re in the wrong business.
Tim,
I would be very interested in hearing what you think New Marketing IS. I am just beginning in the business, and I get the classic ideas behind marketing (and probably some of them will always have lasting value), but I really would love to hear what you think are some of the underlying principals for the next 20 years of marketing.
Tim, I would be interested in knowing what principles you believe will carry New Marketing for the next 20 years or so. I am just into this business and trying to figure out the base ideas for future marketing.
Great presentation, I would agree that future marketing is all about collaboration. With the accessibility of wifi, internet, etc. The amount of user feedback and customer interaction is endless. It will be interesting how marketers will use this to sell their products.
[...] E’ per questo che sono un lettore piuttosto avido di pensieri e racconti fatti da altri che si occupano delle “mie” cose in altri paesi, realtà, mercati ed è per quello che cerco spesso di segnalare i lavori che mi sembrano più interessanti e promettenti. Oggi segnalo una presentazione che parla delle novità nel capo del marketing e della pubblicità preparata dal capo delle strategie di un’agenzia americana per rispondere alla richiesta dell’associazione dei pubblicitari belgi. E’ una presentazione molto interessante (lo stile mi piace molto, poche parole tante immagini, molti esempi e una storia da raccontare) e piuttosto critica verso il vecchio modo di fare marketing e branding. Le frasi che mi piacciono sono molte ma dovendo selezionarne una citerei questa: “Il futuro del marketing non è nel fare e dire cose alla gente. Il futuro del marketing è fare cose con e per la gente” Parafrasando quella famosa reclame “meditiamo gente, meditiamo” [LINK] [...]