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The Don Drapers of the world create ads that interrupt and hit the masses. They throw it up and hope it sticks. Content Marketing allows people to choose what content they want, how they want it and when they want it. It’s not about interruption marketing anymore - it’s about choice marketing.
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@mikepweiss
DON DRAPER IS DEAD @mikepweiss
@mikepweiss
“ADVERTISING IS BASED ON ONE
THING: HAPPINESS” – DON DRAPER
@mikepweiss
ADVERTISING KILLED
DON DRAPER
@mikepweiss
SPRAY & PRAY
@mikepweiss
@mikepweiss
INTERRUPTIVE MARKETING
@mikepweiss
@mikepweiss
“It's an ideal time to tell the brand's story on one of the
world’s most-watched stages.” -‐ Loren Angelo, GM of Marke1ng for Audi
@mikepweiss
@mikepweiss
IN THE 1960’S 75 MESSAGES
PER DAY
@mikepweiss
3,000 MESSAGES PER DAY.
THAT’S 3 TO 4 PER MINUTE.
@mikepweiss
CONSUMER HAS BEEN TAKING CONTROL
VIA CALLER ID, DVRS AND SIRIUS.
@mikepweiss
TIME SHIFTED VIEWING
@mikepweiss
TV GUIDE SURVEY: 96% OF DVR VIEWERS SKIP COMMERCIALS.
@mikepweiss
@mikepweiss
BIG DATA
@mikepweiss
“I NOTICE INCREASING RELUCTANCE ON THE PART OF MARKETING EXECUTIVES TO
USE JUDGMENT; THEY ARE COMING TO RELY TOO MUCH ON RESEARCH,
AND THEY USE IT AS A DRUNKARD USES A LAMP POST FOR SUPPORT, RATHER THAN
FOR ILLUMINATION.” – DAVILD OGILVY
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MERGED MEDIA
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PAID OWNED EARNED
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@mikepweiss
@mikepweiss
@mikepweiss
3.1 million per 30 seconds *111 million people watch *
PAID
@mikepweiss
Ad is launched 1 week before Super Bowl and received 1 million views in one day
*
** Ad receives 8 million
views before Super Bowl
In 2 days 15 million views
* 60 million views to date
OWNED
@mikepweiss
EARNED
@mikepweiss
@mikepweiss
@mikepweiss
PAY FOR�
@mikepweiss
15 million likes *
**
2 million followers
32 million views
Soccer 20 million likes *
* 3 million followers
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@mikepweiss
@mikepweiss
@mikepweiss
EARNED
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@mikepweiss
GO BEYOND THE CTR
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“THE CONSUMER IS PRESIDENT OF THE
NEW REPUBLIC.” MEDIA 2015: THE FUTURE OF MEDIA
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CONTENT STRATEGY IS KEY
@mikepweiss
@mikepweiss SOURCE: CREOTIVO
@mikepweiss
NEW FRONT LINE 24/7/365
@mikepweiss
@mikepweiss
“EVERYONE IS CAPABLE OF BREAKING A SALE.”
- ZIG ZIGLAR
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@mikepweiss
@mikepweiss
“ASSUME THAT YOUR PROFESSIONAL LIFE AND YOUR
PERSONAL LIFE WILL MERGE ONLINE REGARDLESS OF YOUR
CARE IN SEPARATING THEM” FROM THE LOS ANGELES TIMES SOCIAL MEDIA POLICY
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“Advertisers need a lot more content so that they can keep
the engagement with consumers fresh and relevant.” Jonathan Mildenhall, Coca-‐ Cola’s VP of Global
Adver1sing Strategy & Excellence
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CONTENT STRATEGY IS KEY
@mikepweiss
@mikepweiss
EDUCATIONAL; INSPIRING; ENGAGING.
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BUYING A CAR
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@mikepweiss
PERMISSION BASED MARKETING
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“CUSTOMERS NO LONGER SEPARATE MARKETING
FROM THE PRODUCT – IT IS THE PRODUCT”
MCKINSLEY QUARTERLY JULY 2011
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“RATHER THAN ALLOW CAMPAIGNS TO BE DRIVEN BY PAID MEDIA, MARKETERS MUST NOW DEVELOP SCALE AND EXPERTISE IN
OWNED AND EARNED MEDIA TO DRIVE EFFECTIVENESS, CULTIVATE CREATIVE IDEAS,
ASSESS CUSTOMER NEEDS, AND CUT THROUGHT THE CLUTTER.”
ALTIMETER GROUP JULY 2012
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WHAT WOULD DON DO?
@mikepweiss
@mikepweiss
DON DRAPER WAS CONFINED & IT KILLED HIM
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