the no bullet bullet slide
TRANSCRIPT
Show my unimaginative side Make me look a little lazy Put me in the flock of sheep that follow the
template. Baah. Absolutely positively won’t get me into any
trouble Identify me as a card carrying member of the
NRA. Not Really. Give me space to use gratuitous
clip-art.
They look
differentA little
creativeA Wolf, not a lamb
Perhaps a little risky?
With room for
clip-art
They look
differentA little
creativeA Wolf, not a lamb
Perhaps a little risky?
With room for
clip-art
Not that we
recommend it
A typical slide
Bullets, a lot of text, and a cloudy point. All dropped into our “official” PowerPoint Template.
Context and Background: A New Marketing Model
There are 4 key drivers in the POLITICAL, ECONOMIC, TECHNOLOGICAL AND SOCIAL arenas that are driving the emergence of 3 Customer based New Realities:
GLOBALIZATION – Epitomized by the fall of the communist regime, the liberalization of trade, and the opening of China, globalization gives businesses unprecedented access to the labor, markets and capital that drive growth and innovation. And more innovation means greater demands on messaging and communications.
COMMODITIZATION - In turn, businesses are seeking to Grow and Innovate to counter commoditization or the perceived threat of commoditization. This brings a constant stream of new products and services to the market place, each seeking to be differentiated from one another to succeed. This in turn increases the demand for marketing communications for those products and services.
DIGITIZATION has enabled the creation of new content channels: the availability, delivery and retrieval of information, at price points previously unaffordable. People can now access what they want, any time, any way. This has spawned massive growth in content – whether desirable or undesirable, to the point where it is affecting the way people synthesize and process information. On an economic level, this is allowing markets to become more efficient. On a personal level, the world – in information terms – is becoming noisier.
INDIVDUALIZATION – In this age of global markets, economic growth and the proliferation of technology, society, particularly western societies, have changed. While the basic needs of the individual – survival, security, relationship, etc. have not fundamentally changed - - the way we are living and coping with the world has. Society is moving from stratification to individualization, with marketing splintering from mass marketing and broad segmentation to niche segmentation and micro markets.
Widget Company is not real. If it were, all material contained herein would be proprietary and confidential to the Widget Company. Distribution without express written consent will be tolerated.
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Commoditization of product and services places an increasing premium on turning marketing into a true competitive advantage
Digital technology has affordably and radically changed the availability, delivery and retrieval of information
Globalization gives businesses unprecedented access to markets, creates price transparency, and drives growth and innovation … all leading to keener competition and the need for better messaging
Globalization has fostered a counter reaction … A greater sense of “I”. Marketing has splintered from mass marketing and broad segmentation to micro marketing and niche segmentation