present tense (& future perfect)
DESCRIPTION
A quick look at what I do and why. I help people embrace & understand the platforms and ideas which form the marketing landscape of today & tomorrow.TRANSCRIPT
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
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 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...