Sunteți pe pagina 1din 47

Why the internet is bad for marketing

(and why that’s great!)

8 January 2008, Kiryat Ono


Your attention, please!

Lyza
100?
20?
5?

A little over 1:1000


Whoa!

Carlosluis
All the rules
have
changed.
All the rules
have
changed.

Including this
one.
And yet, attention is still
paid.

Carlosluis
Matt Doane
Our brains:
Always hungry for meaning
Always ready to give it
In signs
Dave Gorman
Or stories
“This is just like that movie”
“Plenty more fish in the sea”
“You remind me of my mom”
“I realise now that it was a lesson I had to
learn”
You’ve seen this
blot before
It’s not about branding, it’s about meaning
Our brains want
only the best

Kate Andrews
Noise masquerading
as meaning

Harpersbizarre / A V
But what about the internet?
Let’s talk about banners
Let’s not
1. Usability or Differentiation?
Intuitive means
familiar

Dave Gorman
“The world can be
seen as only
connections, nothing
else.... A piece of
information is really
only defined by what
it's related to, and
how it's related. There
really is little else to
meaning. The
structure is
everything.”
(Tim Berners Lee)
Jim Grisanzio
‫מועדונים‬ ‫שירותים‬ ‫ערוצים ופונקציות‬ ‫תעריפים ותכניות‬

‫‪Cellcom Revavot‬‬

‫‪Cellcom Talk light‬‬


Baboon™
Create something completely new that
feels familiar

or
Make something old totally fresh
2. Story space?
It’s like beads
and necklaces
Steve Evans
“The product is the brand is the product”
Getting it
right?

Zach stern
Go viral
Viral marketing is a 1. Most successful virals are not
result, not a cause commercial
2. Most successful commercial virals not
created as such
3. Even the brightest virals face fierce
competition
4. Most virals are accidental
5. Views: plentiful, cheap, but of low
nutritional value
Better, but…
Meaning wants to be true

(or at least, bad news travel fast)


Create a pile of beads that always
combine to the same necklace

And which can’t be broken


Dual or virtual?

It was always
virtual and very real

John Harrigan
Differentiation/Usability Differentiation/Positioning

Story space Experience

Blurring boundary between


the product and the
communication about the
product
The internet is bad for marketing,
but so is marketing
Marketing
Babylon

Sharyn Morrow
Time to build

No more black boxes


Hanan Cohen

Thanks!

www.thecollective.co.il
www.marketingbabylon.com (.il)

S-ar putea să vă placă și