2. Mad Men and The
Marketing Solution
Fragmentation and
Differentiation
Satiation and “In-
sourcing” marketing
Cost Pressures (FTEs)
Procurement
User Generated
Content
Crowd Sourcing
Extremism
12. How we plan & target
How we buy
How we measure
Where?
How?
Engagement
Integration
13. Gears of War - Mad World
Dodge Ram - That Thang Gotta Hemi
Dodge Ram - Hemi Envy
Notas del editor
Each person wants to be an unique individual and fit in like everyone else. This is the beautiful paradox for Creative.
The brand must be unique and desired. This is the key. It cannot be everything to everybody. It must be hated to be loved.
Cut through the clutter
Be talked about
Word of Mouth – Be Viral
UGC – Mash-ups and Creativity
Build the Brand
Associate early and close strong
Sell the Product or Service
Why Buys – Features and Benefits
Reinvention and Renewal
Self-sufficiency and Green
Think and act local
Redefine the “Jones”
The power of the crowd
Caution - Mad Ave has some bias
Everyone has an iPad, a Droid, is Tweeting, eats organic and is sipping a Latte.
No one is having sex nor going to Walmart, and Green is the New Black
Everyone is obsessed with exact targeting. Hard to due. Privacy issues. New alternative is the Audience Exchange – aggregating media and splitting it by target audience. Before agencies were using scale to simply buy in bulk cheaply. This new initiative is taking what they buy at scale, and now listening to client demands to plan and target all media the way that we handle television. The internet, mobile phones and all OOH are moving in this way. Domedia.
This is a good initiative, even if it is hard, because it tries to address the abomination of “The Last click.” Thanks to Google we are obsessed with response as the only known metric. This degrades the work done before the last click. The new technology of Attribution management is addressing this. Clearsaleing.
Receive and interact
Phone, tablet, PC, TV
Home, work, car, hotel, bar, restaurant, fitness center
Xbox, Set Top
Integration for Impact: two ways; insure your message is coordinated across touch points, and prepare for the new way consumers will be using content.
Integrated Branded Entertainment
Buy, Tag, Bookmark what you see
Pause, Search
Communicate – Tweet, Status, IM
Interact and Play