cutler standing on the horizon at baruch

Standing On The Horizon9/17/2008

A discussion about new mediaDIGITAL (INTERNET) MARKETING (MKT 9780)

Instructor: Dorian Benkoil

Guest Speaker

David Cutler

Oasis Technology Partners

www.otpartners.com

Partially Inspired And Completely Approved By

PAUL ISAKSONSenior Strategic Planner space150

http://www.paulisakson.com/paul.isakson@gmail.com

Most Images are under

What’s on the Marketing HorizonWhat’s on the Marketing Horizon?

You Are Standing On It

THEFUTURE OFADVERTISING

THERE ISN’T ANY.

THEEND

THEFUTURE OFMARKETINGIS HERE…

“Marketing and product have converged. The consumer doesn’t separate the marketing experience from the product experience.”

Ajaz AhmedFounder & ChairmanAQKAMarch 2008

Source: Advertising Age - http://adage.com/article?article_id=125664

Transparency = Trust With No Choice

TThe

Word

It Used To Be Called Honesty

OLD MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

CONSUMER

NEW MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

ADVERTISING

CONSUMER

CRM

Shift

“We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.”

Trevor EdwardsVice President, Global Brand & Category ManagementNikeOctober 2007

Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html

Chaos 2.0“…consider something barely imaginable: a post-apocalyptic media world substantially devoid of brand advertising as we have long known it …

It’s a world in which Canadian trees are left standing and broadcast towers aren’t.

It’s a world in which consumer engagement occurs without consumer interruption, in which listening trumps dictating, in which the internet is a dollar

store for movies and series, in which ad agencies are marginalized and Cannes is deserted in the third week of June.

It is a world, to be specific, in which marketing — and even branding — are conducted without much reliance on the 30-second spot or glossy spread.”

What Can You Do About It?

Fish Where The Fish Are… Be The Fish

Join The Playground

del.icio.us

What They Want Versus What You Want

My References – Business Development

Alliance Agent… Biz Dev… Sales with:

Strategic, Creative, & Digital Technology

Learn What You Know

www.EatMedia.com

New Ways of Thinking

www.Cluetrain.com

1- Markets are conversations

2- Almost all marketing and marketers are evil

3- Almost all big businesses have no clue how to satisfy their customers

Crossing The Chasm

Amazon.com

HOW CANYOU CREATEBRAND FANS?

DELIVERVALUETHROUGHMARKETING.

OR, MORESIMPLYPUT…

MAKEPEOPLES’LIVESBETTER.

SO HOW CANWE DO THIS?

PRODUCTINNOVATION

BUILD THE MARKETING INTO THE PRODUCT.

MAKE THE PRODUCT SOGREAT, PEOPLECAN’T HELP BUT TALK ABOUT IT.

Be Remarkable

“Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.”

Seth GodinAuthor / Speaker / Marketing ExpertPurple Cow2002

Source: Purple Cow / Seth Godin / Page 3

THE (VALUABLE) PRODUCT IS THE MARKETING

THE (COOL) PRODUCT IS THE MARKETING

THE (UNIQUE) PRODUCT IS THE MARKETING

The (UTILITY) PODUCT IS THE MARKETING

UTILITY

“[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.”

Nick LawChief Creative Officer, North AmericaR/GAApril 2007

Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893

What Works (Thanks Code + Theory)

GREAT.BUT MY PRODUCTISN’T COOL.

WHAT CANI DO???

WELL,FRANKLYYOU’RESCREWED.

Pause For Effect …

HOW DOWE CREATETHIS KIND OFMARKETING?

OBSERVE+

LISTEN

ENGAGE

ASK THEM!

Duh.

The Key Value of the Internet …

Easier Collaboration

COLLABORATION

AGENCY CONSUMERS

COMPANY

INFORMATION& INPUT

INSIGHTS & IDEAS

INNOVATION& CONTENT

BETTERBRANDS

COLLABORATION

We Trust Each Other Most – So…?

Crowd Sourcing With Revenue $haring

You Are In The Right Market

ADD VALUETHROUGHCONTENT.

THEY WILLPAY FORGREATCONTENT.

CONTENTIS THENEWCURRENCY

A Startup with the right ingredients…

1.Remarkable2.Replaces Something Inferior

- Saves Time- Makes Life Easier

3.Long Tail Business Model

A Marketplace for remote access application support

www.HelpGuest.com

IF YOU ONLYREMEMBERONE THING…

NEW MARKETING =MAKING PEOPLES’LIVES BETTER.

THANKS!

David CutlerOasis Technology Partners

www.otpartners.comdcutler@otpartners.com

www.EatMedia.com