The debut of Conversations About the Future of Advertising, co-sponsored by the Minneapolis College of Art and Design and the Minnesota Interactive Marketing Association, featured a presentation by Jan Leth, Vice Chairman, Global Digital Creative from Ogilvy & Mather. Jan's presentation, "Dada.Data. Alpha.Beta" provides analysis and illumination on four key factors affecting the evolution of advertising. (This file is ©2008 Jan Leth, All Rights Reserved.)

1. THE FUTURE OF MARKETING COMMUNICATIONS,
or
How to think in a world gone digital
Jan Ulrik Leth
MCAD, MIMA
February 4, 2008

2. Variety of Digital Platforms
Web Site Branded Content Search Social Media
Mobile Viral videos & UGC Widgets Gaming
Virtual Worlds ipTV - Broadband Dialogue/Email Online Advertising

3. The Market as a Conversation
Consumers want to engage. Marketers need to listen, respond and – at times –
propose new conversation “starters”.
Peer to Peer Publishing Collaboration
Web 2.0 is about co-creation. Consumers and Marketers can
Consumers are as (more?) interested to hear from their peers than collaborate. Marketers need to also collaborate w/ content
from marketers or so-called professionals. owners and audience aggregators.
Network Effects
Distribution and aggregation of content and WEB Web as Platform
The web is now a platform for content creation, content
2.0
utility can grow exponentially. sharing… it is becoming a utility.
Transparency Reciprocity
News travel fast. Bad news travel faster. Marketers need to treat Keys to engagement with consumers is reciprocity or “value exchange”.
consumers as grown-up and be transparent. Consumers must get entertainment, utility or information value out of
their engagement.
Perpetual Beta
The Google model: launch a beta application, monitor adoption, adjust,
enhance… allow consumers to build on top of it.

5. How to think:

6. How to think:
DADA.DATA.ALPHA.BETA.

7. DadA

8. Rebellion
DadA

9. DadA

10. DadA

11. DadA

12. DadA

13. Skip

14. Skip

19. THE BLOGOSPHERE

20. DADA = LATERAL THINKING

21. Re-evaluate and redefine all elements
of marketing.
Co-Creation. It’s a cut and paste
society. Consumers are creating their
DADA own experience of the brand.
Lateral thinking required.
Lack-of-Dada will prevent Google from
conquering the world. Don’t shoot the
creatives yet.

22. DATA

23. The Big Brain

28. DATA

31. DATA DRIVEN STORYTELLING

34. Data = Metrics = Accountability
New forms of storytelling are evolving
through the use of dynamic data.
Allows for “Value Exchange” beyond
DATA entertainment.
Optimize performance.
Massively distributed personalization
of brand experience.
Enables “Listening” as core
competency of marketing dept.

35. ALPHA

36. Alpha Dog
Leader of the Pack
Loyalist
ALPHA Evangelist
People who care
People who share

37. DIFFERENTIAL MARKETING
20% = 80% of Sales
CONSUMERS

40. Believers

42. CHEVY TAHOE

43. UNIVERSALISM
vs.
VARIABLES

44. I blog here during lunch
BLOG BETTER > XOHM HERE. LIFE BETTER.

45. Anytime
Any place
I blog here during lunch
BLOG BETTER > XOHM HERE. LIFE BETTER.

46. DESKTOP WIDGETS

47. MOBILE WIDGETS & LOCATION BASED SERVICES

48. Mobile Utility

49. Mobile Utility

50. HOW TO ENGAGE
DECISION MAKERS
WITH DEEPER CONTENT.
ANYWHERE.
ANYTIME.

51. HOW TO ENGAGE
DECISION MAKERS
WITH DEEPER CONTENT.
ANYWHERE.
ANYTIME.

52. HOW TO ENGAGE
DECISION MAKERS
WITH DEEPER CONTENT.
ANYWHERE.
ANYTIME.

53. HOW TO ENGAGE
DECISION MAKERS
WITH DEEPER CONTENT.
ANYWHERE.
ANYTIME.

54. HOW TO ENGAGE
DECISION MAKERS
WITH DEEPER CONTENT.
ANYWHERE.
ANYTIME.

55. HOW TO ENGAGE
DECISION MAKERS
WITH DEEPER CONTENT.
ANYWHERE.
ANYTIME.

56. Talk to the consumers who care.
Talk to the consumers who share.
ALPHA
WOM is outcome of good experiences.
Need for transparency.
Collaborate with consumer. Create
opportunities for participation.
Create ongoing value exchanges
particularly for early adopters.

59. GOOGLE GADGET BETA PROGRAM

60. GOOGLE GADGET BETA PROGRAM

61. IBM IN SECOND LIFE, BETA

62. BETA CAMPAIGN

63. BETA CAMPAIGN

64. Marketing and Product development
must co-exist, not in a linear fashion.
Allow for consumer co-definition of
brand, products, services, experience.
Direct Marketing is the future of
advertising, and Digital is the future of
Direct Marketing.
Rapid changes in media landscape
require constant testing and evaluation
to be ready as they go mass.

65. How to think:

66. How to think:
DADA.DATA.ALPHA.BETA.