marketing is dead. long live new marketing
DESCRIPTION
A presentation held with Marius Lobontiu in Buil Your Career (an AIESEC Cluj-Napoca event) on October 12th 2009.TRANSCRIPT
Marketing is dead.Long live new marketing
October 12th, 2009, Cluj Napoca
Gabriel Dombri | Marius Lobonţiu
The world has changed.
An unfinished process
We are into it.
Business is about 2 things:people & people
marketing is &
(but they didn’t get it)
Before internet: P c
Definitions:
The management process responsible for identifying, anticipating and satisfying
customer requirements profitably.The Chartered Institute of Marketing, 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 othersPhilip 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.
The website as a step along the way.
You don’t need a website. You need an online strategy.
Web 1.0Efficientisation
DigitalisationTranslation
A silo.
Web 2.0Specificity
NetworkingInvolvement
Your trail of crumbs.
The prophets & the apostles: 1995 – 2006
amazon.google.blogger. wikipedia.secondlife.
myspace.facebook.flickr.youtube.twitter
Web 3.0 (beta)The web of things
New connections for old devicesNew devices for old connectionsThe web steps out of the digital
We are all marketers now.
Brands have now the opportunity to be reached, by people, when people want to.
Helge Tennø, Screenplay
From Story to ExperienceFrom Channel to Arena
From Content to Context
We create the value.
So, what’s the point for marketing?
The trail of crumbs:The web is looking back.
Every second
They (almost) 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.Bogdana Butnar.
