The Future Of Marketing
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THE FUTURE OF MARKETING Charlie Hammerslough Lunch Ann Arbor Marketing (LA2M) April 22, 2009
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Transcript of The Future Of Marketing
THE FUTURE OF MARKETING
Charlie HammersloughLunch Ann Arbor Marketing (LA2M)
April 22, 2009
Let’s start with a famous philosopher
Socrates?
Yogi Berra“The Future Ain’t What It Used To Be”
HERE’S THE BAD NEWS:
(The Future Doesn’t Exist)
Did You Think This Would Be Easy?
Sometimes, it is important to just ask the right questions.
Or, frankly, to ask any questions at all.
The Paradox of the “Future”
We all experience the present.
We choose to vicariously experience the future.
What were we saying about the future in 1999, and what lesson does that offer for our thinking about 2019?
What We Were Talking About:1999•The Cluetrain Manifesto
• “Employees are Passionate, Involved, Networked Consumers, Too”
•Permission Marketing• “Interruption BAD, Permission GOOD!”
•One-to-One Marketing• “High-Tech, High-Touch”• Mass micro-personalization
•Disintermediation• Dispensing with the middle-men.• “Will consumers even need marketing?”
•“Email is Just Like Direct Mail, but Cheaper!”
The Future, ca. 1999•Eyeballs more Important than a Business Model (Pets.com!)•The end of mass advertising, rise of niche marketing•Multi-Channel Integration
• “Clicks and Mortar” • Consumer channel preference• Measurement challenges
•The Internet will Become Pervasive and “Normal”• Broadband will be standard• “The Information Superhighway” … product
information faster!
From Whom Do We Learn About the Future? Our Gut Extrapolation of Current Trends “Nothing Much Really Changes” Science/Speculative Fiction Writers “Futurists”
A: All of the above.
Amara’s Law: "We tend to overestimate the effect of a
technology in the short run and to underestimate the effect in the long run."
- Roy Amara, futurist (1925-2007) An Example:
Q: What Percent of Americans Use Twitter as of March, 2009?
5%(But it’s growing like a weed; thanks Oprah!)
Oh, and HELLOOO, Maureen Dowd!
WHAT PROPORTION OF MARKETERS USE
TWITTER?
86%(March, 2009, again)
Be careful not to generalize from your own cutting-edge experience, friends.
Hammerslough’s Quibble: Amara’s Law works in reverse, too: “We tend to underestimate the effect and
persistence of old technologies when thinking about the future”Charlie Hammerslough, amateur (1958-)
Examples:Yellow Pages advertising expenditure is growing
and becoming more effective (+4% YOY)Online Advertising accounts for only 12% of
worldwide expenditures (2008)
THE VIEW FROM 2009
•Current Trends•Stuff that Won’t Change•Emerging Ideas
Current Trends, 2009(a selection) “You are What You Publish”
Websites, blogs, twitter, videos, vlogs, news releases, etc
Content and Utility ARE Marketing Visual Everything – Rise of Semiotics
Icons everywhere Technology-Enabled Social Networks
and Word of Mouth
VISUALIZING SOCIAL NETWORKS:INFLUENCE RIPPLES
VIRAL EVERYTHING
Cadbury’s 1-minute ad11 million views, $0 spend on broadcast
CONSUMER ENGAGEMENT
AND"OWNERSHIP" OF
BRANDS
WEB 2.0(YES, IT'S A CLICHÉ)
Web 1.0 was Commerce,Web 2.0 is People
-Ross Mayfield
Web 2.0
WEB 2.0:INPOWR.COM
One of my faves, and the graphics are cute.
Stuff That Won’t Change(probably) Branding
How a product is represented inside people’s minds
Appeals to EmotionFormerly Fear, Sex, and Greed (sometimes
humor)Now Supplemented by Sociability, Commitment,
Vanity, Surprise? Authenticity of Voice
Ever-shifting … content and utility are now ascendant
CONTENT IS THE NEW PRESIDENT, BITCH.
Tracy Morgan, SNL
Emergent Ideas
SUPER-EMPOWEREDINDIVIDUALS OR SMALL
GROUPS
Scale becomes irrelevant.
CONVERGENCE OF:
MARKETINGSALES
PRPRODUCT DESIGN
THE RISE OF EXPERIENTIAL MARKETING
VIRTUALIZATION OF EXPERIENCE
In 2009, more people are on Second Life than are Farmers.
DIGITAL ETHNOGRAPHY & ANTHROPOLOGY
del.icio.us
Acknowledgements andSources David Meerman Scott. 2007. The New Rules of
Marketing and PR. Book. Paul Isakson. 2007. What’s Next in Marketing
and Advertising. PPT. http://tinyurl.com/37sbht John Willshire. 2009. The Future of Advertising
in One Afternoon. PPT. http://tinyurl.com/bmd8bb
Stats on usage of Social Media by Americans and by Marketers: (blogs)http://tinyurl.com/ccwqrghttp://tinyurl.com/ckh8nl
Acknowledgements andSources (cont.) Mike Lewis. 2008. Social Media
Marketing: Online Marketing Summit. PPT. http://tinyurl.com/6h3pzg
David Armano (visualizations)Blog: http://darmano.typepad.comWebsite: www.davidarmano.com
Cadbury Viral Advertwww.youtube.com/watch?v=TVblWq3tDwY
