marketing is dead. long live new marketing

Despre marketing online

si alti monstri

Gabriel Dombri | Marius Lobontiu

The world has changed.

It’s an unfinished

process.

We are into it.

Businessis about TWO things: people & people

Price

Product

Placement

Promotion

People

Process

Physical

presence

Definitions:

The management

process responsible for

identifying, anticipating

and satisfying customer

requirements profitably.

The Chartered Institute of

Marketing definition, 1976.

Marketing is the social

process by which individuals

and groups obtain what

they need and want

through creating and

exchanging products and

value with others.

Philip Kotler

Because the purpose of business is to

create a customer, the business

enterprise has two--and only these

two--basic functions: marketing and

innovation. Marketing and

innovation produce results; all the

rest are costs. Marketing is the

distinguishing, unique function of the

business.

Peter Drucker (1973)

Marketing is

Everything.

Regis McKenna, 1991

A strange marriage:

Marketing

+

Internet

=

Internet

Marketing

Marketing is a strategic process

The rest

are tactics.

You don’t need a

website. You need an

online strategy.

Web 1.0

Efficientisation

Digitalisation

Translation

A silo.

Web 2.0

Specificity

Networking

Involvement

Your trail of crumbs.

The prophets & the apostles.1995 – 2006

.amazon

.google

.blogger

.wikipedia

.second life

.myspace

.facebook

.flickr

.youtube

.twitter

Web 3.0 (beta)

The web of things

New connections

for old devices

New devices for

old connections

The web steps out

of the digital

We are all marketers.

Brands have now

the opportunity

to be reached,

by people, when

people want to.

Helge Tennø, Screenplay

From Story to

Experience

From Channel to

Arena

From Content to

Context

We

create

the

value.

What’s the point

for marketing?

The trail of crumbs:

The web is looking back.

Every second.

They own you.

Put the food in front of the hungry.

old ideea of communication:

throw the message to as many

as possible and wait for

recognition

new idea

of communication:

choose the relevant

context, involve people

& let them viralize

Back to what

marketing used to be:

It changes

more than one P

New Definitions:

Marketing is not about selling

stuff, it's about giving the

participant a reason to buy stuff.

H.T.

The goal of marketing is not to win the

battle of stories (as is the case in the

traditional media marketing), but to

understand the abilities, emotions and

activities of a situation – the context –

and add deliberate value to it.

Making it better, becoming indispensible

as a value provider, and gaining

ownership to people through direct

relations with them over time...Helge Tennø

The new business context:

The new Marketing economy is

about understanding context

and adding deliberate value…

H.T.

The new brand context:

Becoming the most valuable

brand inside the experience

sorrounding the product and the

brand.

H.T.

The new strategy:

Don't market to consumers,

market to situations.

+

create platforms of involvement

The new product strategy:

The brands aren't product

providers, but value

providers.

+consumer prosumer

Tim Berners Lee.

Kevin Kelly.

Helge Tennø.

Seth Godin.

Tim O’Reiley.

Malcolm Gladwell.

Marius Lobonţiu

marius.lobontiu@yahoo.com

Gabriel Dombri

gabriel@dombri.ro

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