Keynote Speaker: Tyler Willis, California, USA


Published on

"A history of marketing"
How marketing today is more like 1906 than 1960

Tyler Willis was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here:

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Thanks for having me here. I’m really excited to get a chance to engage with you.Today, I want to talk with you all about what we, as marketers, can learn from our history in order to help guide the brands we guard into success on the emergent media platforms that are fast becoming the most important thing on everyone’s radar.In this brief talk, we’ll cover the main theories of marketing over the last 100 years, the lessons from each that apply to the new world we live in, and live examples of how brands are building and executing their social strategies.
  • Just a fair warning: I’ve got an incredibly short amt of time to share 100 years with you, and I want to get to the actionable stuff that you all care about, so I’ll be moving quickly through these slides. However, I will make my notes and my slides available to you online – and they can be found on my blog at Cue The Future Dot Com.So, what epochs make up the biggest innovations in the last 100 years of the marketing profession?
  • In the last 100 years, I’ve identified what I think are the 5 most important attitude shifts in the marketing profession.Each of these changes happened slowly and went through the process of early adoption to mainstream acceptance, and finally, to decreased emphasis. Usually that decreased emphasis still retained massive power within a few key verticals, while the rest of the ideas moved quickly to These dates are representative of Marketing Epochs. Each was period of time, more than a date, but I’ve attempted to find the decade “high water mark” for the top 5 key attitude shifts in the marketing profession over the last 100 years. I’m considering this classification in Beta – if anyone has suggested corrections for me, I welcome them over email.
  • Here are the important attitude shifts that have occurred in marketing over the last 100 years.Since before business began, Relationship Marketing was the primary way to do business. It focused on building a 1 to 1 relationship between proprietor and customer.But, as technologies began to allow for organizations to scale geographically and reach consumers en masse, a new type of marketing was born. One defined by advertising giants on Madison Avenue who helped brands reach their target consumers.As advertising grew in cultural importance, and more and more methods of reaching consumers were built, there became a much broader focus on efficiency. Advertising still ruled the day, but this linear innovation gave advertisers metrics to track and put them in more control; marketers had to show more and more proof that they were slicing, dicing, and buying the best possible audiences.That focus on efficacy gave way to the next marketing epoch: Database Driven Marketing. The use of Databases to slice and dice data and prove a direct impact on sales gave birth to a massive direct marketing community. While this approach had it’s flaws w/r/t measuring positive impact on pre-sales prospects – it allowed marketers to prove their efforts led directly to sales.Brand Marketing didn’t go away during the rise of Direct Response, but it didn’t get much upgrading either. But, starting with the rising use of loyalty programs, a rediscovery of relationship marketing became a renaissance for brand marketing. One we still find ourselves in today with the emerging media platforms like Facebook, Twitter, and the iPhone – among others.
  • So what did marketing look like in 1910?
  • Mr.Drucker, Green AcresGreat Rapport, Great Knowledge, Personalized recommendations, etc.
  • Yes, Wanamaker DID die in 1924, therefore making him a terrible example of the 1960s mindset. But have you ever heard of “ahead of his time?” Jerk!
  • No matter the size of the business, your job is to operate like a local shop owner wherever your most important prospects are. Regardless of whether that audience is 50 people or 50,000 – you need to manage, at scale, the feeling of a one to one relationship with them.This sounds hard.
  • None of the lessons we’ve learned go away. Together, they all form the framework for the innovation going on in Marketing today.Ledrr probably has some legs as an acronym – should look into or etc. Anecdote – I was flying to New York earlier this week for Advertising Week, and as I was preparing this presentation, the flight attendant saw this slide over my shoulder and stopped me to say: “Hey, nice formula, that’s exactly what I’m looking for in a guy!” So I suppose mastering this formula could be useful to both your marketing life and your dating life.
  • Example: CoffeeGroundz
  • Keynote Speaker: Tyler Willis, California, USA

    1. 1. A brief history of marketing<br />What the last hundred years of marketingcan teach you about marketing on new media platforms like Facebook.<br />
    2. 2. ask me questions: @tylerwillis<br /><ul><li>Head of Brand Strategy at Involver, a marketing platform used by over 200,000 brands
    3. 3. I’ve worked directly with hundreds of agencies and brands, helping them develop effective and award-winning social campaigns
    4. 4. Instructed for the American Marketing Association</li></li></ul><li>Let me tell you a story<br />100 years of marketing<br />
    5. 5.
    6. 6.
    7. 7. Relationship<br />The Corner Store<br />
    8. 8. The Corner Store<br />
    9. 9. Reach<br />The Mad Men Era<br />
    10. 10. ‘Mad Men’ Era<br />
    11. 11. Efficiency<br />Data and Demand<br />
    12. 12. Data and Demand<br />
    13. 13. Data-driven<br />Database to Direct<br />
    14. 14. Database to Direct<br />
    15. 15. Loyalty<br />Share of Wallet<br />
    16. 16. Share of wallet<br />
    17. 17. OK,<br />But what’s next?<br />
    18. 18. Relationship marketing at scale<br />
    19. 19. Here’s the secret…<br />
    20. 20. Old Concepts, New Applications<br />Loyalty<br />Efficiency<br />Data-Driven<br />Reach<br />Relationship<br />
    21. 21. Questions and Answers<br />These slides, and other notes, are available at:<br />Want more?<br />I write about personal and professional topics:<br />on my blog, Cue The Future<br />and on Twitter, where I’m @tylerwillis<br />I’d also be happy to continuethe discussion over email. Drop me a line at<br />If you’d like to keep abreast of the tips and tricks our team at Involver discovers:<br /><br /><br /><br />
    22. 22. Loyalty<br />Foursquare (and other LBS)<br />Facebook Places<br />Yelp<br />Zappos<br />
    23. 23. Efficiency<br />Marketing Automation<br />Earned Media<br />Unified Media Theory<br />
    24. 24. Data Driven<br />Media is getting more and more trackable<br />Our job is to help everyone make sense of what matters<br />Example:Social Media Sabermetrics<br />
    25. 25. Reach<br />Facebook has 500MM users<br />LinkedIn = 50MM<br />Twitter = 50MM<br />iPhone = 50MM<br />Groupon, LivingSocial, et al.<br />We are all becoming “Network Effect” businesses. There’s a big advantage to First Movers in each network.<br />
    26. 26. Relationship<br />Customer Service<br />Real-time Response<br />Content Publishing<br />
    27. 27. But, <br />that sounds hard to keep up with!<br />
    28. 28. Scalable Systems<br />How a brand can operate like the corner store owner at massive scale.<br />Research and Intelligent Adoption of Channels<br />Marketing Management Systems<br />Cross-Channel Strategy<br />
    29. 29. Involver<br />
    30. 30. Audience Management Platform<br />Monitor and Publish<br />Enable your marketing team with actionable monitoring across the social web<br /><ul><li> Track, share, and respond to brand conversations
    31. 31. Schedule and optimize the timing and channels for content your team creates/distributes</li></ul>- Monitor performance across major social<br />networks – Facebook, Twitter, blogs, and more.<br />Application Management<br />Deploy and Manage Involver’s industry leading applications<br /><ul><li> Built in-analytics for deep insights into content and channel effectiveness
    32. 32. Easily deploy, configure, and manage applications rom one place.
    33. 33. Use Involver’s Applications to execute customized and scalable campaigns
    34. 34. Easily manage workflow for task assignment, auditing, and more.</li>