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Disruptive Innovations in Media-Based Industries

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Disruptive Innovations in Media-Based Industries

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Leveraging his professional experience in advertising, publishing, and film, Bill Oechsler explores the major trends challenging traditional business models, creating exciting new opportunties, and transforming integrated marketing communications.

Leveraging his professional experience in advertising, publishing, and film, Bill Oechsler explores the major trends challenging traditional business models, creating exciting new opportunties, and transforming integrated marketing communications.

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Disruptive Innovations in Media-Based Industries

  1. 1. Disruptive Innovations In Media-Based Industries Advertising Publishing Film
  2. 2. Disruptive Innovations In Media-Based Industries Advertising Publishing Film
  3. 3. 3 “...a process by which a product or service takes root initially in simple applications at the bottom of a market then relentlessly moves “up market, eventually displacing established competitors.” Clayton Christensen
  4. 4. 4 http://www.youtube.com/watch?v=Q1vw23YHFds&feature=youtu.be
  5. 5. Disruptive Innovations In Media-Based Industries
  6. 6. 6 Industry Leaders Advertising Publishing Film
  7. 7. 7 Industry Forecast “The future of advertising will not fit in the containers of the past.” Rishad Tobaccowala Chief Strategy & Innovation Officer, VivaKi
  8. 8. 8 Industry Forecast “The biggest problem facing book publishing...is that a perfect industry is being replaced by one filled with chaos and opportunity.” Seth Godin Best-selling Author
  9. 9. 9 Industry Forecast “Hollywood will be destroyed and no one will notice. Collaborative storytelling and filmmaking will do to Hollywood what Wikipedia did to Encyclopedia Britannica.” Jimmy Wales Founder of Wikipedia
  10. 10. Change is Inevitable Growth is Optional Change is Hard Industry Realities
  11. 11. 11 Systems & Structures Ad Agencies, Publishing Houses, and Film Studios exist within very dynamic ecosystems. Full Service Agency Specialized Industries (One Stop Shop) Established Brands Complex Products Creatively Oriented Celebrity Focused Talent Dependent Customer Evaluated Top-Line Ranked Bottom-Line Driven Award Generating
  12. 12. 12 Markets & Money Ad Agencies, Publishing Houses, and Film Studios exist within very competitive marketplaces. High Cost of Goods Sold Low Cost to Consumer Depend On Volume Sales Heavy Marketing Spend Success Determined Early Long-Tail Opportunities Complex Compensation Satisfying Investors Work Project-by-Project Manage Full Portfolio
  13. 13. 13 Content & Control Ad Agencies, Publishing Houses, and Film Studios existence needs intellectual properties. Licenses & Royalties Rights & Permissions Exclusivity & Non-Exclusivity Contracts & Negotiations Terms of Agreement
  14. 14. Navigating The New Normal
  15. 15. 15 What Challenge & Change Should Feel Like http://www.youtube.com/watch?v=L2zqTYgcpfg GetPropulsion.com
  16. 16. 16 Leverage Technology: It’s A Tool So Use It
  17. 17. 17 Relinquish Control: Customer Over Content
  18. 18. 18 Attack Yourself: Become Your Own Competition Exceeded Zondervan’s first year sales goals 10X, outselling company/category leader 5X. • Audiobook of the Year (2007) “...a tribute to innovative marketing.” • Silver Anvil (2007) “...the most ambitious and innovative audio Bible on the market.” • Effie (2008) “...totally redefining how consumers, retailers, and publishers view the category.” http://youtu.be/mpAQoIuF264
  19. 19. 19 Discover Blue Ocean: Know How/When To Zag McDonald’s McMoms Set standard at Leo Burnett that other relationship marketing programs would follow. Surpassed first year performance goals by 300%, returning 10X the dollars to bottom line. Hispanic version performed 600% above goals, earning it an Effie. McDonald’s accounting considered strategic approach the most rigorous design they’ve ever seen—air tight.
  20. 20. 20 Find New Approaches: Becoming The First
  21. 21. 21 What Innovation & Growth Can Feel Like http://www.youtube.com/watch?v=IytjSl6voP0 GetPropulsion.com
  22. 22. Any Questions? Thank You!

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