There’s No Such Thing As Digital Marketing, Brad Jakeman, EVP, Chief Marketing Officer, Activision Blizzard
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With new media being invented seemingly every day, the fragmentation of audiences and eyeballs; and new devices on which to experience brands the irony is that it’s never been harder to connect with consumers. Is there a marketing secret sauce reserved only for those in the digital world, or do the same principles of marketing apply? Brad gives us a point of view on his experiences in launching the world’s biggest digital entertainment experience, Call of Duty:Black Ops.
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There’s No Such Thing As Digital Marketing, Brad Jakeman, EVP, Chief Marketing Officer, Activision Blizzard
- 1. WINNING THE WAR IN THE DIGITAL BATTLEFIELD WITH SPEARS, CANNONBALLS AND CATAPULTS BRAD JAKEMAN CHIEF MARKETING OFFICER ACTIVISION 9 March 2011
- 7. LARGEST ENTERTAINMENT LAUNCH OF ALL TIME. TWO YEARS IN A ROW.
- 9. $550
- 10. $650
- 12. LARGER THAN THE 4 LARGEST ARMIES COMBINED BIGGEST ARMY IN THE WORLD
- 13. ...AND ALL FOR A DIGITAL ENTERTAINMENT PROPERTY
- 14. MY 5 BIG “ UH-HUH’S”
- 15. IT ALWAYS HAS, AND IT ALWAYS WILL COME DOWN TO THE QUALITY OF THE PRODUCT.
- 19. JESSE STERN
- 20. SAM WORTHINGTON
- 21. HANS ZIMMER
- 23. BRAND COMMUNITY ≠ DATABASE
- 24. COMMUNITY AS A MEDIA CHANNEL PAID WITH THE CURRENCY OF INFORMATION, CONTENT, AND RESPECT
- 25. THE WORLD’S BIGGEST ENTERTAINMENT EVENT BEGAN WITH A WHISPER...
- 28. COMMUNITY PRINCIPLES RESPECT THEIR INTELLIGENCE AND EXCITEMENT AROUND “DISCOVERY” INFORMATION & CONTENT AS CURRENCY USE EVERY ENGAGEMENT TO ADD VALUE
- 29. RELATIONSHIP BETWEEN CONTENT AND DISTRIBUTION CHANNEL HAS CHANGED
- 30. DIGITAL MEDIA ?
- 33. THERE’S NO SUCH THING AS DIGITAL MARKETING
- 34. AND OR NOT
- 35. TRADITIONAL MEDIA VIEWERSHIP DIGITAL MEDIA CHANGING THE RULES
- 36. MW2 COMMUNITY TUNED IN 22% RATINGS INCREASE VERSUS LAST YEAR
- 37. CONTENT IS KING
- 41. CONTENT THAT CONSUMERS WANT TO SEEK OUT, NOT SCREEN OUT
- 42. ‘ SCREENABILITY’ IS THE NEW METRIC
- 43. UNFORTUNATELY, TODAY’S WORLD IS: CONTENT + $ = MEDIA DISSEMINATION
- 44. WE NEED TO CHANGE THE PARADIGM: MEDIA DISSEMINATION + $ = PERMISSION TO USE CONTENT
- 45. GREAT CONTENT MAKES GREAT PARTNERSHIPS GREATER.
- 46. ENDEMIC CONTENT COLLABORATION NOT PRODUCT PLACEMENTS
- 48. “ WHAT GOES AROUND, COMES AROUND”
- 50. AUDIENCE INSIGHT DOING GOOD IS THE NEW CULTURAL CURRENCY MILLENNIALS BELIEF RESONATES WITH ADULTS AND BOOMERS BEYOND MILLENNIALS BELIEF RESONATES WITH ADULTS AND BOOMERS CHOOSE A CHARITABLE COMPANY OVER ONE THAT’S NOT BUY BRANDS BASED ON BUSINESS PRACTICES 18-24 YEAR OLDS WOULD SWITCH BRANDS IF THE OTHER BRAND IS ASSOCIATED WITH A GOOD CAUSE (VS. 79% ALL ADULTS) CHOOSE A CHARITABLE COMPANY OVER ONE THAT IS NOT BOUGHT A CAUSE-RELATED PRODUCT OR SERVICE IN THE LAST YEAR (VS. 38% ALL ADULTS) AMERICANS HAVE DONATED TO A CHARITY IN THE PAST YEAR. 34% TO CURB HUNGER, 31% FOR HEALTH ISSUES
- 52. AND IT’S NOT OVER YET...
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