The 21st century consumer is completely different, but our marketing mindsets are still trapped in the 20th century military mindset. Before you "launch" your next "campaign" at your "target", take a look at this.

2. Simon Young
Co-author, Social Media MBA
Principal syENGAGE
Social Media Consultant
Over 4100 followers on Sina Weibo -
without living in China

3. From Military to Marriage -
Key principles of 21st century marketing

4. Marketing is undergoing a profound
change.
FROM TO
Campaign Commitment
"marketing to" "marketing with"
Military language Shared values

5. 1. FROM CAMPAIGNS TO COMMITMENT
* Online media is 24/7
* Brands are in the entertainment business
* Marketers are pushed to do more with less

6. How can marketers be both
EFFICIENT
and
EFFECTIVE?

7. The answer:
2. Marketing "With" your Customers
(Turning students into marketers)

8. HOW?
* Make it easy to recommend your institution
on social networks?
* Recruiting students as spokespeople
* Hosting student blogs

9. Challenges to expect:
Culture shock!
Losing control over the message
Exposing organisational dysfunction

10. The Paradox:
The less control you have over your
message, the more believable it is!

11. 3. From Military Language, to Shared
Values
Target, Campaign, Launch
Control, coercion

12. 3. What's the new language of
marketing?
Social objects
Social Capital
The customer at the centre of the universe
We are extras in their drama

13. Summary: Three steps to court your
digital consumer

14. 1. Design their journey
2. Listen intently
3. Network internally

15. None of this is easy.
But it's the new normal in marketing.

16. Simon Young
www.syengage.com/simon