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    Fundamental Tensions Ono 080107v01

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    Fundamental Tensions Ono 080107v01

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    presentation given at ono academy: \ http://www.marketingbabylon.co.il/?p=83 \

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    presentation given at ono academy: \ http://www.marketingbabylon.co.il/?p=83 \

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    35 views47 pages

    Fundamental Tensions Ono 080107v01

    Uploaded by

    api-3826036
    presentation given at ono academy: \ http://www.marketingbabylon.co.il/?p=83 \

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 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)

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