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MARKETING SHIFTS

RE-THINKING MARKETING IN A DIGITAL WORLD IT’S NOT ABOUT DIGITAL MARKETING

IT’S MARKETING IN A DIGITAL AGE

8 MEGA MARKETING SHIFTS

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Adapted from Matt Howell 4

Real-time marketing for a real-time world. Not singular messages, but multiple streams of ideas. More than polished campaigns, but continuous strategic strikes.

GOODBYE 360 CAMPAIGNS

360

HELLO 365 DAYS

365

ONE BIG THING

THE RIGHT SMALLER THINGS

SHIFT #1

Instead of strictly following a plan, plan for change. Rapid testing hypotheses rather than extended research and deduction. Collaboration and conversation over strategy decks and documentation.

FUTURE: BIG BRAND IDEA, STRATEGIC STRIKES, RAPID ITERATIONS

INSIGHTS STRATEGICSTRIKE

STRATEGICSTRIKE

LISTEN ADJUST LISTEN ADJUST

LEARN LEARN

BRANDIDEA

PLANDESIGNLAUNCH

PLANDESIGNLAUNCH

SPEEDMEETING

SPEEDMEETING

BRAND IDEA

PLAN DESIGN LAUNCH

PLAN DESIGN LAUNCH

SPEED MEETING

SPEED MEETING

LEARN LEARN

INSIGHT STRATEGIC STRIKE

LISTEN ADJUST STRATEGIC STRIKE

LISTEN ADJUST

RIGID STRATEGY AGILE PLANNING

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SHIFT #2

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DIGITAL AS DEPARTMENT

DIGITAL AS GLUE

SHIFT #3

Advertising

Direct Marketing

Partnership Marketing

Sales Promotion

Public Relations

Experiential Marketing

Digital

Digital

Advertising

Direct Marketing

Partnership Marketing

Sales Promotion

Public Relations

Experiential Marketing

Break down silos, inject digital thinking throughout. All marketing ideas have digital implications. All digital ideas have marketing implications.

Plan for the whole consumer experience, not just the purchase. Play a bigger role in people’s lives. Adding value beyond a self serving purpose.

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SHIFT #4

DREAM EVALUATE BOOK SHARE EXPERIENCE

TRANSACTIONAL RELATIONSHIP

MEANINGFUL RELATIONSHIP

MAKE PEOPLE

WANT THINGS

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MAKE THINGS PEOPLE WANT

SHIFT #5

THINGS

Design a service by understanding what people want and how they interact.

Solve brand problems by solving consumer problems-disrupt and delight.

Don’t compete in the old paradigm and on parity -create a need that only you can fill.

SHIFT #6

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only 17% of all brands

have a positive

impact in people's

lives

70% of all

brands would not be

missed

SELLING TO THE WORLD

IMPROVING THE WORLD

Be guided by a brand purpose, not just a commercial interest. From differentiating within the category to making a difference in culture. Deeper human connection through a higher human centric purpose.

Havas Media

TALKING AT THE WORLD MAKING THE WORLD TALK

Adopted from Digital Future Report, USC Annenberg School of Mass Communications, 2007 10

YOUR CUSTOMER1

FRIENDS 85

ACCELERATORS 1,000’S

MASSES 100,000’S

WORLD WIDE 1,000,000’S

Bookmarking Referencing

Photo Sharing Video Sharing

Social Networking Communicating Micro-blogging

Blogging, Events

CMO

SHIFT #7

It’s not what you say that matters, it’s what people say about you. If it doesn’t spread it’s dead. Flipping the funnel: retention and advocacy is the new acquisition.

CUSTOMERS 1,000S

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Actions speak louder than words. Create a collection of coherent brand ideas and experiences.

SHIFT #8 CONSISTENT BRAND IMAGE

COHERENT BRAND ACTIONS

BRAND

TONALITY

IDENTITY

PURPOSE

PR

UX

MARKETING

ADVERTISING

WEBSITE

MEDIA

SERVICES

LOGO

CUSTOMER SERVICE

MOBILE CODE OF CONDUCT

VALUES

HIRING STYLE GUIDE

PRODUCTS

PARTNER- SHIPS

MISSION

POSITIONING

PERSONALITY

PROGRESSION OF MARKETING TRADITIONAL

Straight-forward

Mass

Effective

CREATIVE

Disruptive

Entertaining

Emotive

DIGITAL

Engaging

Interactive

Experiential

SOCIAL

Participatory

Share-worthy

Shareable

Portable

Currency

USEFUL

Personal

Contextual

Real-time

Inventive

Newsworthy

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BE EFFECTIVE

WHERE WE WANT TO BE

CREATIVE DIGITAL SOCIAL USEFUL