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What's Next in Marketing
Posted by bud_caddell on March 26, 2008
Wanted to share a great presentation from Paul Isakson on the future of advertising:
[slideshare id=318143&doc=whats-next-in-marketing-advertising-1206247156803190-3&w=425]
Paul is absolutely right about content. People will never get tired of engaging content and as they reject more and more shallow marketing ploys, there is going to be a mad rush to create content by marketers. The conversation will move from producing a :30 spot to developing an entire media platform.
—Bud Caddell
Tagged with: content, digital, marketing
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Laura said on March 31, 2008, 05:18 PM
I agree that Paul is absolutely 100% right about content. But where he really got to me was slide 35, where he quotes Ajaz Ahmed on the CONVERGENCE of marketing and product.
That's where the ideas of transparency and integration and conversation all come together. That's the nuclear power source of opportunity. And it is a huge scale building project for most people I know.
The majority of our clients are incredibly smart and progressive. They come to us because we are committed to finding SOLUTIONS. But this idea takes.....digestion. We're working at showing them concrete examples and opportunities, but embracing this concept is a shift not only in the way we do business with them, but in the way THEY do business.
I've had a few conversations over the weekend about this presentation, and they've covered both ends of the spectrum. One very smart person for whom I have a great deal of respect was concerned about the aggressive approach this presentation takes. We had a long discussion about how sometimes being SHOCKED is effective, and how sometimes it shuts down the exchange.
Did you find this galvanizing or off-putting?
Another very thoughtful person I have had several exchanges with over the past few months said that this shift, this change, this approach is still 5 years out for most organizations. At a minimum.
When will this convergence impact YOUR business model? Your relationship with your customer, your ad firm, your investors, your company.
Will it?