what’s next? richard eyre – chairman, iab richard eyre cbe chairman internet advertising bureau...
TRANSCRIPT
What’s next?
Richard Eyre – Chairman, IAB
Richard Eyre CBE
Chairman
Internet Advertising Bureau
WHAT’S NEXT?
‘From here, the world changes faster than you can imagine. This is where it gets good, where it gets thrilling,
frightening, inevitable’.
“This is now a world of individual empowerment.
Power continues to shift from state to citizen; employer to employee; corporation to
consumer. Communities are atomised, activism is rife,
influence is assymetrical”
Robert Phillips
Networked markets are self-organising faster than our companies
Networked markets are self-organising faster than
our companies
Social mediaConnected devices
Individuality
Networked markets are self-organising faster than
our companies
Social mediaConnected devices
Individuality
Personalisation
Networked markets are self-organising faster than
our companies
Social mediaConnected devices
Individuality
Personalisation
Relationship
Lifetime value of a customer Brand loyalty
Premium pricing
Lifetime value of a customer Brand loyalty
Premium pricingCulture change?
Marketing can no longer be a brand’s clothing. It must be its skin
Marketing can no longer be a brand’s clothing. It must be its skin
A brand’s identity is not separate from its owner’s reputation
Marketing can no longer be a brand’s clothing. It must be its skin
A brand’s identity is not separate from its owners
Marketing can no longer be a brand’s clothing. It must be its skin
A brand’s identity is not separate from its owner’s reputation
Change dreary CSR
Passion
Passion
Passion
You?
Consistency
Online – OfflineSales – Marketing
Investor Relations - Consumer PR
Conversation
Conversation
Conversation “In just a few more years, the current homogenized ‘voice’ of business – the sound of mission statements and brochures – will seem as contrived and artificial as the language of the C18 French court”
Normal people join in the conversation
Openness
Normal people join in the conversation
Openness Real time all the time
Normal people join in the conversation
…and answer the phone
Openness Real time all the time
Normal people join in the conversation
…and answer the phone
Openness Real time all the time
Customers want brands to succeed
Normal people join in the conversation
…and answer the phone
Openness Real time all the time
Customers want brands to succeed
Don’t forget the mobile site
Respect
Respect
Privacy
Respect
PrivacyMaking amends
TRUST
Re-invention of Marketing
WHAT’S NEXT?
Re-invention of Marketing
The company’s most valuable assets are managed in Marketing
WHAT’S NEXT?
Re-invention of Marketing
The company’s most valuable assets are managed in Marketing
Opportunity
WHAT’S NEXT?
