What do you think the future of advertising will look like? Big data and geotargeting are already part of our present so what can be next?
Delphine Vuagnoux from The Fetch Sydney ambassador crew recently attended to the first Ignite Sydney [Marketing] event to listen to people talk about the future of advertising and brand management.
New to the Ignite format? It’s a fast-paced evening where community leaders, thinkers and curious minds shared their top insights with 20 slides in less than five minutes. Sharp and short presentations entertain and enlighten the audience.
Here are our five takeaways from the night:
1. Advertising (and marketing) starts with a good story: be it about your brand, your product or your service, no matter what, you have to make it noticeable. Storytelling as a concept is quite new but not so new explained Sarah Morton. The ingredients of storytelling (creating a hero that your audience can relate to) have always existed since the writing of the first fairy tales and myths. So re-read your classics and adapt them to our modern marketing.
2. Social media is a key part of brand management. But unlike the celebs (Bieber, Kardashian and co) we cannot use sex, drugs and rock’n roll. Marie Sornin, from Twitter Australia, gave three words that lead to successful social brands: entertainment (funny and unusual work really well to make your content shareable); value (make it so great that people want to share it) and utility (make it easy and accessible).
“Make your audience’s life easy, and they will thank you for it.”
3. If you’re looking for a great example of content marketing, take a look at nightclubs and DJs. Their business model is based on selling drinks but people don’t come for the beer on sale but for the type of music that’s being played, the atmosphere and everything else but the drinks. As expressed by Jonathan Crossfield, “Night clubs have invented content marketing!”. As you’d do for your club, have some content to guide people from the dance floor to the bar and build a community around your content.
4. Ever wondered on how this awful ad campaign was allowed? Rob Pyne shared some wisdom about how to not make the wrong decisions. He identified four “villains”: when people use gut feel, like doing something because it feels just right; when people play devil’s advocate; when people solve the wrong problem and when people assume data is the end-answer…
“Look for best and worst case scenarios together, take the time to listen actively and make sure there is only one person to decide.”
5. Ashley Ringrose, the founder and tech director of Soap Creative, walked us through a future where big data and geotargeting will rule the world, something like Skynet in Terminator – or Skynet Mall in this new version. Our DNA will become our cookie, the quantified self will be the norm and marketers will be able to track it down so they can sell the perfect product according to our behaviours, tax returns and what makes us laugh.
To conclude, a special mention to Andrew Clarke, at The Monkeys, whose presentation about sponsorship was one of the most hilarious of the evening, even if it remains unclear whether or not it was a presentation sponsored by Evernote. Still, he was convincing enough about the value of sponsorship as being what brings brands and consumers together where they are most engaged.
To view or review the speakers of the night, check out Ignite Sydney on YouTube: