@ChrisRawlinson

Lessons from a modern day ad man

@ChrisRawlinson

Some general digital world info.Some rules of advertising.

Some trends.

Topics

@ChrisRawlinson

THE INTERNET

The context of marketing has changed dramatically.

The next few pages show why.

Some general digital world info

@ChrisRawlinson

This is the rise of the attention economy

@ChrisRawlinson Source: http://www.baekdal.com/analysis/market-of-information

Where we get our information from has flourished

@ChrisRawlinson Source: http://www.baekdal.com/analysis/market-of-information

Information sources over time (linear)

@ChrisRawlinson

The Year 2000 as imagined in 1910 by French postcard artist Villemard. Image: National Library of France

Life & learning in the year 2000 as imagined in 1910

@ChrisRawlinson

Life & learning in real life 2013

@ChrisRawlinson

Dance Have funLive the experience

Check inTweetShareCapture the experience

@ChrisRawlinson

Undersea cable capacity to SA

End 2011: 2,69Tbps. End 2012: 11,9Tbps. End 2013: 24,6Tbps.

Internet growth in Africa

@ChrisRawlinson

Opportunity

@ChrisRawlinson

SA Browser habits (The mobile first Continent)

2000 2002 2004 2006 2008 2010 2012 20140

102030405060708090

100

DesktopMobile

@ChrisRawlinson

Some South African Social Stats

Facebook 9.4m (87%mobile)

Mxit 7.4-m users Instagram 680,000

LinkedIn 2.7m

Google+ 466 000Twitter 5.5m

YouTube 4.7m Pinterest 705,000

@ChrisRawlinson

Advertising / Product Development – Industrial Economy

@ChrisRawlinson

Advertising / Product Development – Attention Economy

@ChrisRawlinson

OLD NEWAdvertise to many Intervene with a few.

Amplify to many.Positioning Take a position

Marketers have power Consumers have power

Competing with brands Competing with content

Brands have structure Brands as Cloud

A new way of thinking about advertising

@ChrisRawlinson

Some Rules

@ChrisRawlinson

Rule 1

@ChrisRawlinson

Nobody cares about advertising

@ChrisRawlinson

Rule 2

@ChrisRawlinson

In order to be successful, you need to get noticed.

@ChrisRawlinson

Rule 3

@ChrisRawlinson

Add value

@ChrisRawlinson

Some trends / guidelines for advertising in the digital age

jacohaasbroek.com

@ChrisRawlinson

Surprise me, entertain me

@ChrisRawlinson

It might not be an ad.

Branded contentAppsActs / AttitudeProduct Development

@ChrisRawlinson

“CREATIVE STORYTELLING & TECHNOLOGICAL INNOVATION ARE INCREASINGLY INTERWOVEN.”

JIMMY WALES - WIKIPEDIA

@ChrisRawlinson

“Here’s the formula if you want to build a billion-dollar internet company, take a human desire and

use modern technology to take out steps.”Ev Williams

@ChrisRawlinson

UBER – 1 click to get you from A to B

(Use UBER sign up code “UberSA” for a discount)

@ChrisRawlinson

Goodvertising is here to stay.

@ChrisRawlinson

Brands will have to stand for something.

@ChrisRawlinson

“Write the press release not the ad.” Crispin Porter & Bogusky

A nice way to test your idea.

@ChrisRawlinson

Without Tension No One Pays Attention

@ChrisRawlinson

“Make the ordinary, extraordinary. Find the hidden value. Our job is to make the new familiar & the familiar new.”

Rory Sutherland

The little things might turn out to be the big things.

@ChrisRawlinson

“WOW people and make it credible.”

Geoffrey Hantson

@ChrisRawlinson

Create ecosystems, not campaigns.

@ChrisRawlinson

@ChrisRawlinson

@ChrisRawlinson

“The illiterates of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn”

Alvin Toffler

@ChrisRawlinson

Thanks @ChrisRawlinson / @OgilvyCT