Marketing, where have we come from, where are we going?

Peter Harris

The Future of Marketing

IMAGE from @22squared presentation

IMAGE from @22squared presentation

The media landscape has changed.

Past

Source: @willsh

Source: @willsh

Today

Source: @willsh

“In most categories a brand’s market share is stationary”

4 out of 5 categories seen as increasingly homogeneous

3x $ spent on discounting as ‘brand building’ in fmcg

0.5% average click-thru rate for banners

Less than 1 in 10 ads seen as different

4% response rate successful in DM

Sources: Andrew Ehrenberg; Copernicus Consulting; McKinsey

Some inconvenient truths

The consumer has changed.

Welcome to the participation economy

Source: @armano

The faces have changed.

Brand value has changed.

Old way

Communications

Experience

Behaviour

*Size of bubble = brand strength

#1 is McDonalds.com.au

#2 is Anti-Mcdonalds.com

#3 is McDonald’s Suppliers

The new way

Experience

Communications Behaviour

*Size of bubble = brand strength

The process has changed.

Old

Source: adapted by @ronnestam, @armano

New

Source: adapted by @ronnestam, @armano

The formula has changed.

Marketing 1.0

It’s about spamming 1,000,000 people to convert 100 people.

Source: Brandon Murphy from @22square

It is about reaching the right 10 people who reach 100 people who reach 1,000 people.

Marketing 2.0

Source: Brandon Murphy from @22square

Source: Brandon Murphy from @22square

“Building relationshipsthrough our brands is thefuture of marketing.”

Jim Stengel, CMO of P&G

If what we’re doing is right, and if we give them the tools, young people will do the marketing and organising for us(and be better at it than we are)

Source: William Owen, Made by Many, Vinspired: Everyone Working Together Presentation

brands must go beyond broadcast

Source: @armano

and become “facilitators”

Source: @armano

Source: @congbo

listen

measureSource: @criticalmass, @shamberg

...Ask not what your (community) can do for you, Ask what you can do for your (community)”

In the slightly altered word of John F Kennedy’s inaugural address “Source: @Congbo

Source: @criticalmass, @shamberg

be remarkableSource: @criticalmass, @shamberg

collaborate

Source: @armano

Where have we come from? Where are we going?

Messages Conversations

Big ideas, strategy & a lot of time Micro launches, insights, iterations

Audience & eyeballs Communities

Created by marketers Co-created with people

Controlling Empowering

Promises Actions

Static Dynamic

Transactional relationship Create communities of fans

Sales

Marketing

Innovation

PR

CustomerService

HR

Retail

Customer Community

Media

The End Game

Putting the customer at the heart of decision making

Source: adapted by @armano, visualisation by @michaelbatistic