Expanded version of Seven actionable marketing trends

After publishing the slideshow Seven actionable marketing trends about a month ago, I asked if there was an interest in an expanded version of the slideshow. Elaborating on each trend and including some references and quotes from the insights behind them.

    Unfortunately it has taken me some time to put this together, and I do apologize for the delay. But now the deck has been published via slideshare.net.

I would like to state that the goal of the document is not to work as a coherent presentation, but rather using the slideshare format to comprise and present a collection of valuable ideas that I felt was/is relevant in regards to each trend.

I hope you find the presentation useful, and that there are stuff/slides in there that proves to be inspirational.

As always, if there are any questions or comments, please contact me and I will do my best to reply.

Also, find most of the individual slides available under CC license on flickr:
http://www.flickr.com/photos/everythingnewisdangerous

Find the presentation below, or here:

View more documents from Helge Tennø.
HelgeTennø
Visit helgetenno Website.

7 Responses to “Expanded version of Seven actionable marketing trends”

  1. Helge,

    This is an excellent presentation. I am impressed with the sophisticated analysis. Working for a newspaper web site it gave me a lot to think about.

    So here is my question for you:
    Your perspective is from the viewpoint of brands and marketers. What if you look at it from the perspective of media companies, for instance a news site? You seem to think that display ads, the major income for many such companies, definitely is not the future. Also it is very hard for media companies to charge users for digital content. What would be your advice to media companies trying to build a sustainable business model for the future?

    Thanks!

  2. helgetenno says:

    Hi John Einar, thanks for your feedback and question.

    The question is almost like “the ultimate question”. It’s very hard to understand the width of the challenges and opportunities in media at the moment, and if I had the answer that everybody is looking for I would probably be a millionaire already :)

    What I’ve tried to do through a number of posts is locate the challenges and opportunities one piece at the time, and hopefully, one day, we will end up with the whole puzzle:

    Some examples:
    I wrote about how the value created by display ads are challenged by other products:
    http://www.180360720.no/index.php/archive/the-four-horsemen-of-digital-media/

    And I tried to look at it from the angle of the media business model:
    http://www.180360720.no/index.php/archive/online-advertising-is-changing-because-the-media-business-model-is-changing/

    And from the changes in online habits:
    http://www.slideshare.net/helgetenno/changing-the-currency

    And I am working on a new post in regards to the focus on infrastructure as opposed to relationship and innovation.

    I believe it boils down to this (and I’m generalizing immensely here, but its inside these ideas that each company needs to find its niche solution):
    1. The product is valuable and in demand (if its unique).
    2. Marketing economics also applies to media. (which they seem to forget in regards to scarcity)
    3. You are in the relationship and product innovation business (not the infrastructure business).
    4. Brands are valuable. (utilize it as an advantage)

    The question is to big for me to answer right here, (as you probably can tell), but you know where to find me ;)

  3. niko says:

    Helge,

    perhaps of topic as this is about your preso, [but I think you know how I feel about even though it is very very good ;)] but i like the tread about news so i am going to put my 2 cents in

    I think the media companies are going to get paid for 2 things:

    on purpose contrarian thinking
    contextual meaning creating.

    The very nature of “socialized media consumption” is that the active counterpoint is not there anymore.

    Newoutlets could make money helping us with transitions in life and by being paid to make us stop and think.

    Headlines flood us every day. And those who are realy interested always will dive in the long tail to search for stuff.

    I think the reframing will need to go from media consumption habits (passive massive like Faris Yakob segmented and the natives) to people who actively care, who actively don’t care and the massive middle who don’t give it thought unless sparked by self interest or other alternative motives then just getting the news.

    Information that is actionable is valuable, the news now is just new data.

    News Media Outlets will actually regain their old craft, if they reframe it this way.

    Would a parent pay a (digital)tutor (in the form of a correspondent in a foreign country) to expose his child to different points of view about the world, if it was shown this increased their abilities down the line?

    Who knows…but if we look at how much parents choose to invest in education, it certainly bares some thought as to why of x amount spend, newsoutlets are not getting anything significant of this market..

    Brand patronage is another viable option.

    How many professionals all read the same echochamber media. As a boss I would be worried if my staff is getting enough “weird” stimulance to come up with thinking unique to the catergory they work in..

    in the end it is about demonstrating the value of news ( = the value or contexual thinking and crititical thinking) that can help news outlets and I would pay for.

    Of course there always will be a market for banners, just like there will be for gossip and sports, but it is time to rethink who the customer is first, then to ask how are going to make money of him/her.

    or something…. :)

  4. helgetenno says:

    Hi Niko
    Thanks for contributing your, as always, valuable ideas.

    In my mind you are describing one or two niche media concept, fit for very dedicated target groups. Maybe John Einar could share some thoughts on the concepts you are describing?

    Helge

  5. Niko says:

    helge you are to kind. Yes the examples could be seen as niche, but i’d like to think they came from broader thought proces, of offering professional trusted counter views, which people
    would pay for.

    Monocle the magazine comes to mind as a niche that hit broad nerve with several groups from affluent to creative to professionals. I guess i like à conversation more actionable than abstract :)..

    But yes I hope John Einar adds to it, always like a bit of argument,ha!

  6. Mike Looney says:

    Really enjoying this presentation so far but I’m finding episodic spelling (and other) errors. eg p. 23 should be “too chunky” “too siloed” and “too unimaginative.” email me if you want the rest, looks terrific otherwise! – ML

  7. [...] Tenno’s expanded version of his seven actionable marketing trends presentation is extremely detailed, and packed full of inspirational ideas and quotes on how [...]

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