Issuu on Google+

The future of advertising.

Matt Dickman//Fleishman-Hillard//MCAD//MIMA//March 17, 2008


Welcome.


First, let’s make a deal.


About me.


http://www.google.com/search?&q=matt+dickman


The foundation for tomorrow is here today.


If you don’t like change, you’re going to like irrelevance even less. General Eric Shineski, Retired Chief of Staff, U.S. Army


The world has changed.


1.0

2.0


3.0


The faces have changed.


“The best idea is boss”

-CP+B


The roadmap changed.


The language changed.


<html> <head> <title>The web changed things.</title> </head> <body> Hello World! </body> </html>


The pace changed.


Choice is growing exponentially.


Marketers are at a crossroads.


Most agencies were not built for dialogue.


Traditional digital is running rampant.


Most marketers on Facebook use it as a broadcast platform.


They were created to push.


And shout.


Sometimes that works.


Advertising is better at emotion.


http://youtube.com/watch?v=NRAhyl1fC4w


It just doesnâ&#x20AC;&#x2122;t work in a vacuum.


Or a silo.


PR

Advertising


PR

Advertising Interactive


PR

Interactive


Advertising

Interactive


Today.


PR

Advertising Interactive


Tomorrow.


PR Advertising Interactive


Marketing


Experiences rule.


Storytelling is a must.


Creating and enabling fans.


1-to-1.


Location agnostic.


Portable.


Widgets are portable, brand gateways.


Time agnostic.


We have to listen and adapt.


End of interruption.


Social media will be the standard.


Itâ&#x20AC;&#x2122;s all social.


Itâ&#x20AC;&#x2122;s all personal.


The “me” economy.


15 megabytes is the new 15 minutes.


Consumer buzz can be great.


Or really bad.


Hurricane Kohls.


Paul McEnany | http://heehawmarketing.typepad.com


Wal-Mart flog.


Either way, it spreads quickly.


They donâ&#x20AC;&#x2122;t call it viral for nothing.


We have to keep our eyes open.


And look below the surface.


Micromedia.


Minneapolis bridge collapse.


Bridge collapses - 6:00pm


I hear about it on Twitter a little after 6pm.


The story unfolds.


29 minutes


45 minutes


45 minutes


49 minutes


Mainstream media catches up.


1 hour


Some alert friends.


1 hour 42 minutes


Some ask questions.


3 hours 8 minutes


Some reflect back.


People upload images.


Distributed through widgets.


And through mashups.


There are even new worlds to explore.


Marketing


Put strategy first.


Adding value should be the goal.


Thank you! Matt Dickman mattdickman@gmail.com http://technomarketer.typepad.com


the-future-of-advertising-1205942082482966-3