present tense (& future perfect)

PRESENT TENSE(& future perfect?)

Some issues we face in advertising today

Who am I?Why are we here? What’s the plan?

Tim Sparke@sparkey

www.sparkelife.com

It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to....

Charles Darwin

“ . ”

Media Innovation is accelerating

20 years in media

Colour Printing

Multi-channel TV

Outdoor Screens

2 months in digital

YouTube Pre-rolls

Spotify Ads

Yahoo Brand Ads

Google Interest Ads

iPhone/Android Ads

New platforms are baffling at the start

we obsessively chase after the new...

Peak  of  inflated  expecta0ons

Trough  of  disillusionment  

Slope  of  enlightenment

Plateau  of  produc0vity

TIME

EXCITEMEN

T  

with a lack of long-term strategy...

Peak  of  inflated  expecta0ons

Trough  of  disillusionment  

Slope  of  enlightenment

Plateau  of  produc0vity

TIME

EXCITEMEN

T  

more focussed on awards than audiences.

EARLY MAINSTREAM LATE

Advertising has experienced profound change in the past 5 years.

The structures and processes that guided us in the past have begun to fail.

Both individually and organisationally, many of us are facing a new struggle:

RELEVANCE

This isn’t a prediction of sudden media collapse. TV and print aren’t going away.

Technologies & behaviours rarely die, they just change.

They haven’t died.

Future growth will not only come from traditional media sources.

1964

NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE

2010

NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE

BLOGSWEB VIDEOSSOCIAL NETWORKSMOBILE ALERTS

VLOGSMMORPGS CLOUD SERVICES E-READERS

WEB APPSSATELLITE RADIOMOBILE APPS

FORUMSPODCASTSMESSENGER

EMAIL DVR

RSS FEEDSMICROBLOGS

MOBILEINTERNET

VIDEO GAMES

BLUETOOTH

SMS

RFID

GPS IPTV

We are living through the disorientation that comes from

including 2 billion new participants in a media landscape

previously operated by a small group of professionals.

25,000,000,000

36,000,000,000

2,000,000,000

7,900,000

600,000,000

35

tweets sent in 2010

photos on Facebook

videos watched on YouTube every day

Lady Gaga followers on Twitter

members of Facebook

hours of video uploaded to YouTube every minute

How many texts does the average teen send every month?

3,339

“By 2013, mobile phones will overtake PCs as the most common Web access device worldwide”

Gartner

Consumers are connected. Happy to ignore our advertising.

If you want to work in advertising, you have to

understand digital.this is more true everyday

Scary as this seems...

We’re living through one of the most challenging times our industry has faced.

and it won’t end here. So...

.. we better figure this out.

So what’s the answer?

Personal Activation

Personal Technology

Digital Productivity

Effective Digital

Networks

Social Media

Digital Advertising

SearchMarketing

Ecommerce & ERM

MobileMarketing

Professional Knowledge

It won’t work if you have a gulf between those who understand and those who don’t.‘Digital’ is for everyone now. I help that happen.

Digital marketing coaching

Personal technology development

Expanded & effective social networks

Client education & inspiration

Smarter working/sharing

Individual Inspiration

The Digital Landscape

Search

Display

Mobile

Social Commerce

Digital Marketing Showcase

Collaborative Technology

Creative Inspiration

Social Media

Facebook

Mobile Apps

ERM

Developing Interactive Strategies

Client Inspiration

Group Sessions

New Media Landscapes

How can brands cut through and connect with people in a stream of so much information?

Add value through content & utility

MAKE ME LAUGH/THINK

/CRYORHELP ME

I’m sorry. This isn’t new. It isn’t original. It’s what brands have been doing for 100s of years.

It’s just now we really have the tools to make it happen.

We can’t just say stuff anymore... we need to say and do things.

TwelpForce eco:Drive

HELP ME

HELP ME

Mint.com Nike Training App

HELP ME

Don’t create a virtual sofa...

Picture of second life

Use my virtual sofa...

Embrace the backchannel...

That’s great Tim, but I don’t work with Nike or XBOX...

IT DOESN’T MATTER

HELP ME

HELP ME

MAKE ME PART OF YOUR STORY

DON’T EXPECT TOO MUCH

UNLESS YOU GIVE ME A GOOD REASON

in 3 months

visitors countries

av. time on site press coverage/reach

paid media budget increase in trenchcoat sales

Facebook fans

333,000 191 5.5 mins £6.8m £085%Loads!

In an industrial economy we focus on physical things. In an information economy relationships are built on knowledge & services. In a network economy people make up their minds based on experiences, not just messages.

audiencemessages

targetmedia plan

penetrate

communityexperiencesinviteconversation plancollaborate

500,000,000  (FB)86,000  (YT)10,000,000,000  (Tweets)5,000,000,000  

Our industry has transitioned to the post digital age.

It requires new thinking and different processes.

Most importantly, digital is no longer someone else’s job.

It’s yours.

A quick word on T-shaped people and how we all need to be a bit more rounded

strategycreativity publicity sales analysisgeekery

What yo

u’re great at...

500,000,000  (FB)86,000  (YT)10,000,000,000  (Tweets)5,000,000,000  

I’m excited.

I hope you are.

500,000,000  (FB)86,000  (YT)10,000,000,000  (Tweets)5,000,000,000  

downloading the Nike Training App

try Instagram

make sure you’re on Twitter

follow @brainpicker

@edwardboches

@sparkey

download ‘Oh My God What Happened...’

sign-up for Netvibes

Start by

THANKS @sparkey

timsparke@me.com

& thanks to all the clever people whose ideas, images and slides I’ve used and abused. I will buy you many beers if we

ever meet.

You’re way too many to mention but the amazing folk from Boulder Digital Works - @edwardboches @helvector, @garethk & many more...