idg next generation marketing - keynote (seoul korea)
DESCRIPTION
This is the keynote presentation that I gave at the IDG Next Generation Marketing conference in Seoul Korea on November 19, 2008.TRANSCRIPT
The future of marketing.
Matt Dickman//Fleishman-Hillard//IDG Next Generation Marketing 2008//November 19, 2008
Global digital marketing trends.
Welcome.
About me.
http://www.google.com/search?&q=matt+dickman
What is the future of marketing?
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 best idea is boss”-CP+B
The world has changed.
1.0
1.0 2.0
3.0
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.
Bright Shiny Object Syndrome
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.
They were created to push.
And shout.
Sometimes that works.
Emotion is key to marketing.
Advertising is better at emotion.
It just doesn’t work in a vacuum.
PR
PR
Advertising
PR
PR
Advertising
PR
Advertising
Interactive
Interactive
PR
Interactive
Advertising
Today.
PR
PR
Advertising
PR
Advertising
Interactive
Tomorrow.
PRAdvertisingInteractive
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.
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.
It’s called viral for a reason.
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.
Marketing
Put strategy first.
Adding value should be the goal.
Abbott Diagnostics on Facebook.
How do I get started?
JUST DO IT.
Start a blog, use Twitter, connect on Facebook/LinkedIn.
