If all brands today should behave like media, how does media come to exist and what are the ideas that drive marketing in the age of owned media, brand experiences, and activity systems?

1. Media.
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

2. “Both a prisoner and a product of academic life, McLuhan broke out because
he recognized the toxic effects of media long before media became the air we
all breathe. And he did it before there was any genuine understanding of how
human beings process mediated information.”
Nicholas Carr, New York Times, reviewing “You Know Nothing of My Work!” by Douglas Coupland
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

3. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

4. “We are not just extending human agency through a new linguistic or
communications system. We are replicating the very function of cognition
through external, extra-human mechanisms. These tools are not mere extensions
of the will of some individual or group, but tools that have the ability to think and
operate other components in the neural network—namely, us.”
Rushkoff, Douglas; Leland Purvis (2010-11-01). Program or Be Programmed
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

5. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

6. “A medium is technology that
enables communication…”
Lisa Gitleman via Convergence Culture (2006) Jenkins
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

7. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

8. “A medium is a set of social and
cultural practices that have grown
up around technology…”
Lisa Gitleman via Convergence Culture (2006) Jenkins
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

9. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

10. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

11. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

12. Medium
Cultural Practices
Technology
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

13. 2005 2009 2011
The Evolution of Facebook’s Profile Page via TechSmashed
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

14. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

15. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

16. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

17. Technology Culture Media
More Accessible Network of: Digital Age
Networked Beliefs Personal
Building Blocks Behaviors Connected
Conventions Distributed
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

18. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

19. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

20. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

21. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

22. PAID | EARNED | OWNED
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

23. 56%
47%
41%
23% 18% 18%
13% 12%
11%
PAID | EARNED | OWNED
[Newspaper, Magazine, TV] [WOM, Reviews, Seeing other people] [opt-in email, brand website, in-store]
Trust by media type. Source: Forrester
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

24. via Brand Programming
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

25. via Brand Programming
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

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29. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

30. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

31. thank you
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012