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Why marketing is even more important now! Written especially for my students but also applies to everyone who markets: their company, their brand, themselves!

Why marketing is even more important now! Written especially for my students but also applies to everyone who markets: their company, their brand, themselves!

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    Why Is Marketing Even More Important Now Linkedin Why Is Marketing Even More Important Now Linkedin Presentation Transcript

    • Why is Marketing Even More Important Now? 1-1 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? “There is just a job, and in more cases than ever before it will go to the best, smartest, most productive, or cheapest worker – wherever he or she resides.” Chapter 6 The Untouchables, The World Is Flat, 2007 Flat, edition, Thomas L. Friedman. Why is Marketing Even More Important Now? 1-2 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? “As the cost of communicating with the other side of the globe falls essentially to zero, as India becomes (by 2010) the country with the most English speakers in the world, and as developing nations continue to mint millions of extremely capable knowledge workers, the professional lives of people in the West will change dramatically. If number crunching, chart reading and code writing can be done for a lot less overseas and delivered to clients instantly via fibre- fibre- optic cable, that’s where the work will go.” A Whole New Mind: Moving from the Information Age to the Conceptual Age, Daniel Pink. Age, Why is Marketing Even More Important Now? 1-3 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? “’Untouchables’, in my lexicon, are people whose jobs cannot be outsourced, digitalised, or automated.” Chapter 6 The Untouchables, The World Is Flat, 2007 Flat, edition, Thomas L. Friedman. Why is Marketing Even More Important Now? 1-4 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? “In a world upended by outsourcing, deluged with data, and choked with choices, the abilities that matter most are now closer in spirit to the specialities of the right [brain] hemisphere – artistry, empathy, seeing the big picture, and pursuing the transcendent.” A Whole New Mind: Moving from the Information Age to the Conceptual Age, Daniel Age, Pink. Why is Marketing Even More Important? 1-5 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? Untouchables: Great Collaborators and Orchestrators Great Synthesisers Great Explainers Great Leveragers Great Adapters Green People Passionate Personalisers Math Lovers Great Localisers Chapter 6 The Untouchables, The World Is Flat, 2007 edition, Flat, Thomas L. Friedman. Why is Marketing Even More Important Now? 1-6 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? If you want to be untouchables – people with jobs that a “computer or robot cannot do faster or some talented foreigner cannot do cheaper and just as well”, you need to well”, focus on constantly developing your right- right- brain skills – “such as forging relationships rather than executing transactions, tackling novel challenges instead of solving routine problems, and synthesising the big picture rather than analysing a single component”. A Whole New Mind: Moving from the Information Age to the Conceptual Age, Daniel Pink. Age, Why is Marketing Even More Important Now? 1-7 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? “But only certain kinds of white-collar jobs – white- those that can be reduced to a set of rules, routines, and instructions. That’s why narrow left- instructions. left- brain work such as basic computer coding, accounting, legal research, and financial analysis is migrating across the oceans. But that’s also why plenty of opportunities remain for people doing less routine work – programmers who can design entire systems, accountants who serve as life planners, and bankers expert less in the intricacies of Excel than in the art of the deal.” A Whole New Mind: Moving from the Information Age to the Conceptual Age, Daniel Pink. Age, Why is Marketing Even More Important Now? 1-8 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? Marketing is both an art and a science and combines both narrow left-brain work and ‘high concept’, ‘high left- touch’ creative right-brain work. right- ‘High concept’: involves the ability to create artistic and emotional beauty, to detect patterns and opportunities, to craft a satisfying narrative, and to come up with inventions the world didn’t know it was missing. ‘High touch’: involves the capacity to emphasise, to understand the subtleties of human interaction, to find joy in one’s self and to elicit it in others, and to stretch in pursuit of purpose and meaning. – DEFINITIONS based on A Whole New Mind: Moving from the Information Age to the Conceptual Age, Daniel Age, Pink. Why is Marketing Even More Important Now? 1-9 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? But how exactly do you go about nurturing your right-brain skills? right- One way to nurture your right-brain is by doing right- something you love to do – or at least like to do – because you will bring something intangible to it, something out of your right brain, which cannot be easily repeated, automated, or outsourced. As Pink puts it: “The sort of abilities that matter most now it turns out are also the sorts of things that people do out of intrinsic motivation.” The World Is Flat, 2007 edition, Thomas L. Friedman. Flat, Why is Marketing Even More Important Now? 1-10 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? We and especially you (because you are likely to live longer than me) are living in a time of rapidly increasing competition for resources. (We discuss this resources. later.) For now, consider the following: “People in the Third World aspire to First World living standards”. “If the people of China alone achieved a First World living standard while everyone else’s living standard remained constant, that would double our human impact on the world (Chapter 12).” Collapse: How Societies Choose To Fail Or Succeed, 2005, Succeed, Jared Diamond. (P. 495). Why is Marketing Even More Important Now? 1-11 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? “Even if the human populations of the Third World did not exist, it would be impossible for the First World alone to maintain its present course, because it is not in a steady state but is depleting its own resources as well as those imported from the Third World. At present, it is untenable politically for First World political leaders to propose to their own citizens that they lower their living standards . . . ” Collapse: How Societies Choose To Fail Or Succeed, Succeed, 2005, Jared Diamond. (P. 496). Why is Marketing Even More Important Now? 1-12 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? “By 2010 two billion people and close to 80 million companies will be trading on the Internet – all the time, in real time!” “In India and China, which doubtless will be the biggest economies by 2030, there will be over two billion people connected to the Internet. Today worldwide there are a little under 400 million. India and China will have five times the Internet economic output in their countries that we have today worldwide from those 400 million.” Thomas Power, Chief Knowledge Officer, The Ecademy.com, www. Ecademy.com, August 2000. Why is Marketing Even More Important Now? 1-13 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? “. . . increasing ease of global market entry means new suppliers hunting your customers. And new suppliers are going to keep coming and coming . . . your customers are going to be under siege. “In tomorrow’s world only extreme performers by today’s standards will survive. For these extreme performers immersing their whole operation in the brand will be their differentiator.” Will Murray, Brand Storm, A Tale of Passion, Betrayal, and Revenge, 2000. (P. x) Revenge, Why is Marketing Even More Important Now? 1-14 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? What industries should you avoid? The long-term sick (US airlines, US car companies) long- Industries immediately affected by credit and economic crises (home builders, mortgage lenders, monoline insurers) Industries soon affected by credit and economic crises (retailing, restaurants, manufacturing and food processing). Industries that produce high-priced consumer high- durable goods and luxury goods such as cars and jewellery. Why is Marketing Even More Important Now? 1-15 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? A non-definitive list of recession-proof industries: non- recession- Medical Services / Healthcare / Pharmaceuticals Necessities: food / grocery stores / cosmetics Education Entertainment Home & vehicle repair & maintenance / improvement Debt collection Tax preparation / simplification Career / Job search / Life coaching Energy Security / Alarm services companies Weapons industry Vices Why is Marketing Even More Important Now? 1-16 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? Unhealthy Investments Are Best! By Andrew M. Gordon What trumps a stalled economy? Demographics. And Demographics. what are the two biggest demographic trends today? Globally, it's the rapid growth of a middle class in countries like India, China, and Brazil [and Russia; the so-called India, China, Russia; so- BRIC countries, CS]. They want what we already have: a nice car and house, modern appliances, and good education and health care for their children. Domestically, it's back to the future. Boomers [like me, CS] still rule. And they're getting old. Hospitals, long-term- long-term- care facilities, vaccines, and medicines of all kinds will see greater demand. What these two trends have in common is health care.care. Globally and domestically, it's set to grow – even if the economy isn't.quot; Why is Marketing Even More Important Now? 1-17 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? A few last points: “In a study of single and married women from countries across the world, females consistently rated ‘ambition’ and ‘industriousness’ as ‘important’ or ‘indispensable’. This was not true for men.” “The pattern was clear. Men sought attractiveness and offered resources. Women sought resources and offered attractiveness.” “Buss cites several studies that independently demonstrate that high-earning women in the U.S.A. are even more high- demanding in their demand for status in men. Female millionaires want male billionaires.” Why is Marketing Even More Important Now? 1-18 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? So . . . you MUST learn how to market (brand) (brand) yourself and your company much better than the competition if you are not going to suffer lower living standards, standards, in the near future. Competition is increasing fast, resources are not! Former Fed chairman Alan Greenspan predicts that the Fed will have to raise interest rates to double- double- digit levels in coming years to thwart inflation. [Too [Too much demand vs. too little supply.] supply.] – The flow of people into the workforce in developing countries such as China, which has seen a movement of workers from farms into factories, will slow, leading to stronger wage pressures and prices, he says. The prices, impact will be global. global. Why is Marketing Even More Important Now? 1-19 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? UPDATE: The next phase of the world’s economic downturn is taking shape: a global jobs crisis. crisis. . . . the severity, breadth and likely length of the recession, together with changes in the structure of labour markets in both rich and emerging economies, suggest the world is about to undergo its biggest increase in unemployment for decades. decades. “The Economist”, 390, 8622, March 14th, 2009, p64. Why is Marketing Even More Important Now? 1-20 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Your Instructor: 1 Chris Shallow Degree in European Studies (BA, Hons.) Hons.) Post- Post-graduate diplomas in Export Marketing Management, and Information Technology in Business. Studying for MSc in Marketing. More than 20 years marketing management experience in American, British, Czech, German, and Japanese companies. Now coach & consultant. Lecturer in advertising, e-commerce, e- e- e- marketing, globalisation and marketing. Why is Marketing Even More Important Now? 1-21 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Your Instructor: 2 Chris Shallow Experienced in teaching business English both general and specialised (e.g. financial, management, marketing) to marketing) Czech and Slovak managers at all levels, in international companies in a variety of industries including engineering, logistics, pharmaceuticals and steel. steel. I have always received very positive feedback from both clients and participants in courses which I have run. run. Why is Marketing Even More Important Now? 1-22 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Chris Shallow http://www.linkedin.com/in /chrisshallow cshallow@gmail.com
    • Why is Marketing Even More Important Now? End C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com
    • Why is Marketing Even More Important Now? 1-25 C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com