A S T O R Y A B O U T “ T H E G R E A T E S T T H I N G I N T H E H I S T O R Y O F T H E U N I V E R S E ”

@ A L E X C R A V E N @ B L O O M A G E N C Y

Mr. Jakeman called digital marketing the

"most ridiculous term I've ever heard.”

He added: "There is no such thing as

digital marketing.

There is marketing - most of which

happens to be digital." He urged

marketers to create digital cultures, not

digital departments.

"We 'ghettoize' digital as though it's the

life raft tethered to the big ocean liner.

And we have to move on from that.“

Brad Jakeman

President, Pepsico

"Try and resist thinking about digital in

terms of the tools, the platforms, the QR

Codes and all of the technology coming

next. We [Procter & Gamble] try and see it

for what it is, which is a tool for engaging

people with fresh, creative campaigns...

the era of digital marketing is over.

It's almost dead. It's now just brand

building. It's what we do.“

Marc Pritchard

Global Brand Building Officer, P&G

Silos and factions are the enemy

CREATIVE DIGITAL IT MARKETING

PRODUCT (SERVICE) LIFE CYCLE

INTRODUCTION

Low salesHigh costsNo profits

GROWTH

Increasing salesReducing costsSome profits

INTRODUCTION

Constant salesReducing costs

Increasing profits

DECLINE

Decreasing salesConstant costs

Reducing profits

I spent the first 13 years of my career fighting for an ever larger share of the marketing budget to be allocated to our digital services. That fight is over, we won.. The problem is that in winning we brought the ‘traditional agencies’ with the spend. We’ve spent the last 3 years adjusting our agency for this new reality, in order to survive we changed, we became integrated, we lost peers that didn’t along the way…

GROWTH LEVELING OUT DECLINING

“Post Digital was supposed, if anything, to be a shout against complacency, to make people realise that we’re not at the end of a digital revolution, we’re at the start of one.

The end game was not making a website to go with your TV commercial and it’s not now about making a newspaper out of your website. Post Digital was supposed to be the next exciting phase, not a return to the old order. It’s the bit where the Digital people start to engage in the world beyond the screen, not where the old guard reasserts itself.”

Russell Davis

Post Digital

B R E A K T H E S I L O SB E C A U S E W H E N Y O U D O

T H I S H A P P E N S …

T A K E A W A Y S

1 . W H A T Y O U D O T O D A Y I S T O M O R R O W S C O M M O D I T Y ,

S E E K T O P R O G R E S S T H E V A L U E Y O U O F F E R

T A K E A W A Y S

2 . S O C I A L M E D I A I S T H E G R E A T E S T F O C U S G R O U P

I N T H E W O R L D ,A N A L Y T I C S D E S C R I B E

H U M A N B E H A V I O U R N O T J U S T K P I ’ S

T A K E A W A Y S

3 . C R O M U S T D I E !

T A K E A W A Y S

4 . T H I N K L I K E A M A R K E T E R F I R S T ,

C H A N N E L / P L A T F O R M E X P E R T S E C O N D , Y O U R

T I M E H A S C O M E !

T H A N K S !A N Y Q U E S T I O N S ?