PLANNING FOR A CONNECTED WORLD TOM DARLINGTON CHANNEL 4

A CONNECTED WORLD....

CONNECTED COMMERCE

CONNECTED FUNDRAISING

CONNECTED NEWS

CONNECTED CATS

CONNECTED SHOES

NO LONGER A LINEAR COMMUNICATIONS MODEL

BUT A FULLY FUNCTIONING NETWORK

“THERE IS NO TIDY TIMELINE OF TECHNOLOGICAL PROGRESS” - ALEXIS MADRIGAL

THE 1% RULE

INCREASING LEVELS OF PARTICIPATION

THERE IS AN INCREASING TENSION BETWEEN BRANDS AND BRANDING

HOW VALUABLE ARE FANS? Source: MARTIN WEIGEL “THE PARTICIPATION PARADOX”/FRUCTIS SALES FREQUENCY

“SURELY NOT ALL SOFT DRINKS CAN SAVE THE BABIES, NOT ALL TOOTHPASTES CAN LAUNCH A THOUSAND SHIPS. SURELY MANY BRANDS HAVE MORE MODEST ROLES TO PLAY IN PEOPLE’S LIVES. THE FLEETING GLANCE, THE QUIET COMPANION, THE CASUAL ACQUAINTANCE”

JIM CARROLL, BBH

SERIOUSLY?

A LOAF OF BREAD, NOT A PRIEST

MORE“ENGAGING” ADVERTISING ≠ INCREASED EFFECTIVENESS

BEHAVIOUR = MOTIVATION / OPPORTUNITY

BEHAVIOUR = MOTIVATION / OPPORTUNITY

ONE FUNDAMENTAL QUESTION WE SHOULD CONTINUOUSLY ASK OURSELVES

WHY WOULD ANYONE CARE?

BRAND BEHAVIOUR WHICH IS INHERENTLY VALUABLE TO PEOPLE Source: ED COTTON /IMAGE: JOHN V WILLSHIRE

WE’VE ALWAYS BEEN GOOD AT ENTERTAINMENT

TIME OUT – XTP HOLDING

RED TOMATO PIZZA BUTTON

GUARDIAN SOULMATES

CONNECTING CUSTOMERS CREATES NEW REVENUE STREAMS

6 PRINCIPLES FOR PLANNING IN A CONNECTED WORLD

LONG TERM PLANNING IS STILL CRUCIAL

MEDIA PLANNING IS CENTRAL TO THIS NEW WORLD

INTEGRATING AGENCY DISCIPLINES IS VITAL

THE GEEK SHALL INHERIT THE EARTH

UNDERSTAND (AND PLAN) FOR HOW MESSAGES MOVE

MEASUREMENT REMAINS THE BIGGEST CHALLENGE

ADVERTISING INFLUENCES BEHAVIOUR NOT DEVICES

IN SUMMARY •  WHY WOULD ANYONE CARE? •  PLAN LONG TERM, TO BE REACTIVE SHORT TERM •  ASSEMBLE THE RIGHT TEAM FOR THE JOB •  INVEST IN TECHNOLOGY •  RE-EXAMINE THE HUMBLE MEDIA PLAN •  MEASUREMENT IS STILL THE BIGGEST CHALLENGE

“WE’RE NOT IN THE TECHNOLOGY BUSINESS, WE’RE IN THE HUMANITY BUSINESS” – RICHARD HUNTINGDON

THANK YOU TOM DARLINGTON @DARLO_T