A talk I gave last night on the challenges facing advertising today with some creative examples of how smart and experimental brands are adapting.

1. the digital landscape

2. Tim Sparke
@sparkey

4. I work with clients & agencies to help
them navigate the digital marketing
landscape.
Education plays a critical role in helping
facilitate change.
There are 2 main audiences
Internal - employees & external - clients.

7. The Hype Cycle
Peak
of
inflated
expecta0ons
Plateau
of
produc0vity
EXCITEMENT
Slope
of
enlightenment
Trough
of
disillusionment
TIME

8. Our industry has experienced profound
change in the past 5 years.
The structures and processes that
guided us for the past 25+ years have
begun to fail.
Both individually and organisationally,
many of us are facing a new struggle:
RELEVANCE

9. This isn’t a prediction of sudden
media collapse. TV and print aren’t
going away.
No-one died.
Technologies & behaviours rarely
die, they just evolve.

10. 1964
NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE

11. SMS
GPS IPTV
BLUETOOTH
MOBILEINTERNET
RFID VIDEO GAMES
MICROBLOGS RSS FEEDS
EMAIL
MESSENGER
2010 PODCASTS
DVR
FORUMS
MOBILE APPS SATELLITE RADIO WEB APPS
MMORPGS VLOGS CLOUD SERVICES E-READERS
MOBILE ALERTS SOCIAL NETWORKS WEB VIDEOS BLOGS
NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE

12. 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.

13. 25,000,000,000 tweets sent in 2010
36,000,000,000 photos on Facebook
2,000,000,000 videos watched on YouTube every day
7,900,000 Lady Gaga followers on Twitter
600,000,000 members of Facebook
35 hours of video uploaded to YouTube every minute

14. How many texts does the average
teen send every month?
3280

15. Consumers are connected.
Happy to ignore our
advertising.

16. If you want to work in
advertising, you have
to understand digital
- this is more true
everyday

17. Challenging as this seems...
We’re living through the most interesting
moment our industry has ever seen.
We have to figure this out.

18. So how to crack this?

19. Personal Professional
Activation Social
Knowledge
Media
Personal
Mobile Technology
Digital
Marketing Advertising
Effective
Digital
Digital
Productivity
Networks
Ecommerce Search
& ERM Marketing

20. It doesn’t work if you have
a gulf between those who
understand digital and
those who don’t.
It’s for everyone now.
I help that happen.

21. Emerging Media Platforms

22. How can brands cut through
and connect with people in a
stream of so much information?
Add value through
content & utility

23. MAKE ME LAUGH
OR /THINK
HELP ME /CRY

24. We can’t just say stuff
anymore... we need to say
and do things.

25. HELP ME
TwelpForce eco:Drive

26. HELP ME
History Channel & Foursquare

27. HELP ME
Mint.com Sky Sports on XBOX

28. The rise of the backchannel

29. The rise of the backchannel

30. That’s great Tim, but I don’t
work on Nike or XBOX...

37. in 3 months
visitors 333,000
countries 191
av. time on site 5.5 mins
press coverage/reach £6.8m
paid media budget £0
increase in trenchcoat sales 85%
Facebook fans 4,191,569

38. MAKE ME LAUGH

40. "Today could be just like the other 364
days you log into Twitter, or maybe
the Old Spice Man shows up"

43. In Two Days
15 Million +
YouTube Views
1/2 Million +
Facebook Fans
68,000 +
Twitter Followers

44. In an industrial economy we focus
on physical things. In an
information economy relationships
are built on knowledge & services.
Positive interactions with brands
allow consumers to make up their
mind based on experiences, not
messages.

45. audience community
messages experiences
target invite
media plan conversation plan
penetrate collaborate

46. So, that’s about it..
Our industry has transitioned to
the post digital age.
It requires new thinking and
500,000,000
(FB)
86,000
(YT)
10,000,000,000
(Tweets)
different processes.
5,000,000,000
Most importantly, digital is no
longer someone else’s job.
It’s yours.

47. It’s not about
consumers
It’s about us

48. It’s not about
technology
It’s about what
we can do with it

49. I’m excited.
500,000,000
(FB)
86,000
(YT)
10,000,000,000
(Tweets)
5,000,000,000
I hope you are.

50. Download Nike Training Club
Make sure you’re on Twitter
@brainpicker
500,000,000
(FB)
@edwardboches
86,000
(YT)
10,000,000,000
(Tweets)
5,000,000,000
@sparkey
Download
‘Oh My God What Happened...’

51. “ It is not the strongest of the species that survive, nor the most
intelligent, but the one most responsive to....
.”
Charles Darwin

52. THA
NKS @sparkey
www.sparkelife.com