The Making of the New Marketer Presented April 2009 By Albert Thompson President, transient identiti, Inc.

What Once Was is No Longer…

The Traditional Marketing Channel

Traditional Purchase Funnel Source: Resource Interactive

The New Model Redefined Purchase Funnel Source: Resource Interactive

Societal Shifts

The Societal Shifts Redefining Going-to-Market Approach Demography is dead Technology content tends to be presented based on demographic characteristics instead of behavioral insights . Queens trump Kings (MOMOCRACY) The conversational sell around marketing often lacks intuitiveness in it’s approach Shift from institutional power to individual The sell-through process has lost its inherent control 70% of digital content will be generated by individuals by 2010 Cooperative consumption Collaborative ownership

Demography is dead

Technology content tends to be presented based on demographic characteristics instead of behavioral insights .

Queens trump Kings (MOMOCRACY)

The conversational sell around marketing often lacks intuitiveness in it’s approach

Shift from institutional power to individual

The sell-through process has lost its inherent control

70% of digital content will be generated by individuals by 2010

Cooperative consumption

Collaborative ownership

The Societal Shifts Social Technological Connection Connectivity and Engagement in Real Time Lack of tolerance for a “disconnected Internet” Social brand communities replacing the traditional consumer base Wine tasting and tupperware parties in the physical world have evolved into micro-social network online Consumers will continuously blend marketplace, workplace, and life place. Use of SMS, IM, and Social Networking will expected as the norm across all aspects of daily life.

Connectivity and Engagement in Real Time

Lack of tolerance for a “disconnected Internet”

Social brand communities replacing the traditional consumer base

Wine tasting and tupperware parties in the physical world have evolved into micro-social network online

Consumers will continuously blend marketplace, workplace, and life place.

Use of SMS, IM, and Social Networking will expected as the norm across all aspects of daily life.

The Societal Shifts Social Technological Connection Moore's Law (Intel philosophy) “ Technology has now gotten a hold of the discipline of Marketing”

Moore's Law (Intel philosophy)

The Disruptors

The Disruptors Introducing Citizen “You” The notion of buyer beware has now been replaced by a savvy consumer mindset that knows brands need them more than they need brands!

The notion of buyer beware has now been replaced by a savvy consumer mindset that knows brands need them more than they need brands!

The Disruptors Introducing the Prosumer He/She Consumes, Analyzes, Repackages, and then Redistributes as if being a complete “marketing channel”. Source: Businessweek.com/Blogger Armano 2006

He/She Consumes, Analyzes, Repackages, and then Redistributes as if being a complete “marketing channel”.

The Universal Truths

The Universal Truths Mass Marketing Crisis 18% of TV advertising campaigns generate positive ROI 54 cents is average return in sales for every $1 spent on advertising 84% of B2B marketing campaigns resulted in falling sales 94% failure rate of new product introductions 3,000 advertising messages the average person is exposed to daily 69% are interested in technology or devices that enable them to skip or block advertising

18% of TV advertising campaigns generate positive ROI

54 cents is average return in sales for every $1 spent on advertising

84% of B2B marketing campaigns resulted in falling sales

94% failure rate of new product introductions

3,000 advertising messages the average person is exposed to daily

69% are interested in technology or devices that enable them to skip or block advertising

The Universal Truths Media vs Modes It's Not the Media That Matter, but the Modes. Marketers Must Understand the Mind-Sets That Drive Consumer Behavior

It's Not the Media That Matter, but the Modes. Marketers Must Understand the Mind-Sets That Drive Consumer Behavior

The Universal Truths Marketing Management Crisis In many organizations, the corporate marketing function has lost budget, head count, influence, and confidence resulting in strategic consequences that run deeper than many managers may realize.” Source: MIT Sloan Management Review Average CMO Tenure is less than 18 months for the Fortune 500.

In many organizations, the corporate marketing function has lost budget, head count, influence, and confidence resulting in strategic consequences that run deeper than many managers may realize.” Source: MIT Sloan Management Review

Average CMO Tenure is less than 18 months for the Fortune 500.

Excerpt: Cluetrain Manifesto "Markets are nothing more than conversations. See these magazines? They’re a form of market conversation. We should already be in their stories. We are key to the subject, but we’re missing in action after working in secret for years. Our only hope is to talk. Starting now." The Universal Truths Markets Are Conversations!

Future of Brand Marketing

Future of Brand Marketing Brands need not interrupt their customer’s natural inclinations and habits, but rather build contextual relevance around them to enhance their experiences . Brand marketing is shifting from being “ seen ” to being “ shared . ” Next paradigm is Marketing as a Service ; meaning the brand must now offer some sort of utility. People are building brands , not advertisers, not brand stewards, and not ad agencies.

Brands need not interrupt their customer’s natural inclinations and habits, but rather build contextual relevance around them to enhance their experiences .

Brand marketing is shifting from being “ seen ” to being “ shared . ”

Next paradigm is Marketing as a Service ; meaning the brand must now offer some sort of utility.

People are building brands , not advertisers, not brand stewards, and not ad agencies.

Future of Brand Marketing Transmedia Approach - Heros Clips With two-minute summaries of every episode, plus season walk-throughs, featured clips, and video dossiers on each character, there's no excuse for falling behind. Behind the Scenes These mini documentaries introduce the composers, set designers, stunt coordinator, et al. Global News Interactive Mock news reports provide clues to the show's mysteries. Two-Screen Episodes While you watch the television broadcast, follow a barrage of polls, quizzes, and other real-time pop-ups on the Web site. Video Commentary Within 24 hours of an episode's TV broadcast, NBC posts a Web version with video commentary from writers, producers, and cast members. Fan-Generated Content Wiki Open-source explanations to all things Heroes . Did you know that the license-plate number of Hiro's father (played by George Takei from the original Star Trek ) is NCC-1701, the same as the registration number of the Starship Enterprise ? Fan Site Named "Ninth Wonders," after Isaac's comic book on the show, the Heroes fan site lets obsessed fans post short videos describing their theories, upload their own Heroes artwork, and exchange messages with the cast and crew. For Gaming Systems NBC signed a deal with Ubisoft last summer for a superhero title for PCs and game consoles. In stores by the end of the year. Online Play In Suresh's Loft , you wander the rooms looking for clues. In Claire's Game , you navigate a fiery train wreck to save a dying man. Isaac's Loft is a 360-degree interactive room; clicking on paintings reveals key plot points on the show. Online Comics Interactive Novel A full-length Web-only graphic novel about secondary characters includes a Flash-animated version. Weekly Comics After each new TV episode airs, nbc.com/heroes [1] adds an online comic-book chapter that provides back-story and fills gaps in that week's plot. Sponsored by Nissan. Mobile Game Designed by Gameloft, Heroes: The Official Mobile Game has 11 levels you can download to your phone. The goal is to save the world, of course, but it also helps obsessed fans unlock spoilers. Text Updates If you text Hana's name to the number on her blog, she replies with clues that lead to other Heroes Web sites. Viewers who "apply" for jobs at Primatech Paper receive texts regarding "next steps" from a company rep. Trivia Contest You know Hiro is lying when he talks about: a) thin sumo wrestlers, b) angry samurais, or c) ancient swords. Fans earn the chance to win $1,000 each week by completing weekly quizzes (either online or via text message). Also sponsored by Sprint. Create Your Hero Sponsored by Sprint, this application lets fans create their own Heroes characters and compete to have them featured in an online comic. Novel Charlie, the Texas waitress with the Kodak memory, appeared in only two episodes, but she left a major imprint on Hiro, who failed to save her life. A novel called Saving Charlie delivers "the untold story of Hiro and Charlie." Graphic Novel Wildstorm, a DC Comics subsidiary, compiled the first 34 weekly online comics into a $29.99 hard-cover graphic novel ( Heroes, Volume One ). After two months, it was in its second printing. Magazine The bimonthly Heroes: The Official Magazine sells for $6.99 and features cast interviews, quizzes, foldout posters -- and plenty of advertising. Alternate Reality Blogs and MySpace Characters Hana and Hiro maintain blogs, while three others have official MySpace pages. Claire, a cheerleader, has more than 11,000 MySpace friends. Vote Petrelli A bogus congressional campaign site for the character Nathan Petrelli, VotePetrelli.com [2], includes downloadable posters and other propaganda. Corinthian Casino & Hotel The Web site for the show's Vegas casino ( corinthianlasve-gas.com [3]) gives such straight descriptions that you might be fooled into booking a room -- until Hana hacks in with one of her secret messages (e.g., "I have something to show you"). Primatech Paper On the show, Mr. Bennett's company may be a front for a covert organization, but the illusion of legitimacy extends to the Web site primatechpaper.com [4] and a real phone number viewers can call to apply for a job. Corporate Spying When Cisco Systems wanted to promote its new Web-based video surveillance, it sponsored a site that enabled visitors to spy inside the fictional Primatech Paper facility using a mock Cisco security-cam interface. Yamagato Fellowship This site ( yamagatofellowship.org [5]) tells the tales of historical heroes, with a five-part documentary devoted to Takezo Kensei, a mythological samurai whose sword Hiro tries to steal on the show. Activating Evolution Dr. Suresh's novel about genetic mutation is the bible of freakishness on the show. A fake PR site for the book ( activatingevolution.org [6]) allows you to read an excerpt, participate in a dream study, and listen to interviews with geneticists.

Marketing Innovation

Marketing Innovation

Marketing Innovation CMO Talk CMOs now view strategy and innovation as a top factor in hiring a marketing agency. “ In the new world of splintering media and new channels, marketing innovation means finding new ways to connect the brand to the customer and make it relevant so that we remain top of mind with the customer, even if they are not in the purchase process. An innovative agency would be on the cutting edge of new technology (i.e., media agnostic, looking for the right solution regardless of the execution channel).

CMOs now view strategy and innovation as a top factor in hiring a marketing agency.

“ In the new world of splintering media and new channels, marketing innovation means finding new ways to connect the brand to the customer and make it relevant so that we remain top of mind with the customer, even if they are not in the purchase process.

An innovative agency would be on the cutting edge of new technology (i.e., media agnostic, looking for the right solution regardless of the execution channel).

Marketing Innovation Innovation Sandbox “Free form exploration and playful experimentation within fixed constraints.” Immerse yourself within the lives of the target (iconography, ethnographies). Never innovate in isolation; but within an ecosystem involving many collaborators and partners. Maintain an uncompromising commitment to a strategic intent.

“Free form exploration and playful experimentation within fixed constraints.”

Immerse yourself within the lives of the target (iconography, ethnographies).

Never innovate in isolation; but within an ecosystem involving many collaborators and partners.

Maintain an uncompromising commitment to a strategic intent.

The Professional Path…

Professional Path Consumer Behavior Understanding the Neuroscience of consumer behavior Mental Maps (what drives human perception) Attention density Understanding how Cognitive Behavior drives consumption patterns

Understanding the Neuroscience of consumer behavior

Mental Maps (what drives human perception)

Attention density

Understanding how Cognitive Behavior drives consumption patterns

Professional Path Cultivating Imagination The Literal interpretation of creative thinking Digital Goods are never finished. Hence, only by way of Momentum can a business continue to be an unstoppable Market force. Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage How Companies Become Unstoppable Market Forces

The Literal interpretation of creative thinking

Digital Goods are never finished. Hence, only by way of Momentum can a business continue to be an unstoppable Market force.

Professional Path Cultivating Innovation 10 Faces of Innovation Anthropologist Experimenter Cross-Pollinator Hurdler Collaborator Director Experience Architect Set Designer Storyteller Caregiver The Art of Innovation: Lessons in Creativity from IDEO Ten Rules for Strategic Innovators: From Idea to Execution

10 Faces of Innovation

Anthropologist

Experimenter

Cross-Pollinator

Hurdler

Collaborator

Director

Experience Architect

Set Designer

Storyteller

Caregiver

Professional Path Death of the Marketing Rhetoric Assimilating within the herd of “Marketing Speak” breeds ignorance, laziness, and arrogance rarely illustrating a hint of break-out thinking. Tapping “Influentials” Big Seed Marketing Viral, Buzz, blah, blah Mavericks at Work: Why the Most Original Minds in Business Win

Assimilating within the herd of “Marketing

Speak” breeds ignorance, laziness, and

arrogance rarely illustrating a hint of

break-out thinking.

Tapping “Influentials”

Big Seed Marketing

Viral, Buzz, blah, blah

Professional Path Word Association Viral Expansion Loops Transmedia Approach Feedback Loops Design Thinking Neuromarketing

Professional Path Future of Media The Future Of Media Round Table by The Editor The Future of Media Issue Is Coming! by Staff Writers Data by Esther Dyson The Future Of Media: FCC Chairman Kevin Martin Vs. Time Inc.'s John Huey by The Editor Fast Forward: The Future by Joe Mandese Journalism by Patrice Adcroft The Future Of Media: The Internet by Joe Mandese The Future Of Media: India by Vinita Bharadwaj Radio by Celia Farber Magazines by Jack Wright When paper isn't by Boonsri Dickinson TV by Robert Keating Out-of-Home by Jonathan Blum Questions for FCC Chairman Kevin J. Martin by David Goetzl The Future Of Media: MIT Media Lab by James Greer Africa by Gwen Lister The Future Of Media: Celebrity Journalism by Bonnie Fuller The Ultimate Search Engine by Liza Lentini Mobile by Steve Smith Newspapers by Liza Lentini Books by Jason Stahl The rest of the story by Karen Holt The Future Of Media: An Interview With A Robot by Joe Mandese Bio Chips by Boonsri Dickinson Copyright Law by Lance Koonce China by Rebecca A. Fannin 20 Things You Didn't Know About the History of Media by Liza Lentini Imagination by Rishad Tobaccowala The Future Of Media: Paper by J Mitchell McMahon Money by Richard Morgan Spectrum by Steve Smith Leadership by Dr. Dana Ardi We've Been Here Before by Stephen L. Sass The Future Of Media: Interview With Robert Gaulin by Jason Stahl The Future Of Media: Interview With Berkerey Noyes' Chris Shannon by Jason Stahl

The Future Of Media Round Table by The Editor

The Future of Media Issue Is Coming! by Staff Writers

Data by Esther Dyson

The Future Of Media: FCC Chairman Kevin Martin Vs. Time Inc.'s John Huey by The Editor

Fast Forward: The Future by Joe Mandese

Journalism by Patrice Adcroft

The Future Of Media: The Internet by Joe Mandese

The Future Of Media: India by Vinita Bharadwaj

Radio by Celia Farber

Magazines by Jack Wright

When paper isn't by Boonsri Dickinson

TV by Robert Keating

Out-of-Home by Jonathan Blum

Questions for FCC Chairman Kevin J. Martin by David Goetzl

The Future Of Media: MIT Media Lab by James Greer

Africa by Gwen Lister

The Future Of Media: Celebrity Journalism by Bonnie Fuller

The Ultimate Search Engine by Liza Lentini

Mobile by Steve Smith

Newspapers by Liza Lentini

Books by Jason Stahl

The rest of the story by Karen Holt

The Future Of Media: An Interview With A Robot by Joe Mandese

Bio Chips by Boonsri Dickinson

Copyright Law by Lance Koonce

China by Rebecca A. Fannin

20 Things You Didn't Know About the History of Media by Liza Lentini

Imagination by Rishad Tobaccowala

The Future Of Media: Paper by J Mitchell McMahon

Money by Richard Morgan

Spectrum by Steve Smith

Leadership by Dr. Dana Ardi

We've Been Here Before by Stephen L. Sass

The Future Of Media: Interview With Robert Gaulin by Jason Stahl

The Future Of Media: Interview With Berkerey Noyes' Chris Shannon by Jason Stahl

Professional Path Presence of Innovation? HP Labs Xerox Innovation Group’s Technology Incubation Network Corning Innovation Lab’s Technology Council Google P&G’s Innovation Culture Anamoly Naked R/GA Taxi Mother O&M Nitro Almagamated Euro RSCG

HP Labs

Xerox Innovation Group’s Technology Incubation Network

Corning Innovation Lab’s Technology Council

Google

P&G’s Innovation Culture

Anamoly

Naked

R/GA

Taxi

Mother

O&M

Nitro

Almagamated

Euro RSCG

Professional Path Q/A What kinds of marketing firms and agencies value the MBA? What positions do they fill? What can the person with no formal marketing experience do to stand a chance of getting into marketing strategy or a similar role? How can a consulting firm tell the client/potential client that they are going about things the wrong way without damaging their rapport? This seems easier when they acknowledge that they need help; what about when they are in denial? What are the positions that lead to marketing strategy? Are there any "back doors" into marketing strategy?

What kinds of marketing firms and agencies value the MBA? What positions do they fill?

What can the person with no formal marketing experience do to stand a chance of getting into marketing strategy or a similar role?

How can a consulting firm tell the client/potential client that they are going about things the wrong way without damaging their rapport? This seems easier when they acknowledge that they need help; what about when they are in denial?

What are the positions that lead to marketing strategy?

Are there any "back doors" into marketing strategy?

non-traditional Consultancy + Agency + Brand Identity Why transient? Consumer tastes and preferences are fleeting today; always in a constant state of flux – being transient. Why identiti? To ensure consumer adoption of coveted brands, It is their commonality that we pursue, their passion points we exploit, and their mindsets we tap into – all things that comprise their identity.