Marketing is dead.
Long live new marketing
October 12th, 2009, Cluj Napoca

Gabriel Dombri | Marius Lobonţiu

The world has changed.

An unfinished process

We are into it .

Business is about 2 things:
people & people

marketing is &
(but they didn’t get it)

Before internet: P c

Definitions:

The management process
responsible for identifying,
anticipating and satisfying
customer requirements profitably.
The Chartered Institute of Marketing, 1976

Marketing is the social process by
which individuals and groups obtain
what they need and want through
creating and exchanging products
and value with others
Philip Kotler

Because the purpose of business is to
create a customer, the business enterprise
has two - and only these two - basic
functions: marketing and innovation.
Marketing and innovation produce results;
all the rest are costs. Marketing is the
distinguishing, unique function of the
business.
Peter Drucker, 1973

Marketing is Everything.
Regis McKenna, 1991

A strange marriage:
Marketing + Internet = Internet Marketing

Marketing is a strategic process

The rest are tactics.

The website as a step along the way.

You don’t need a website.
You need an online strategy.

Web 1.0
Efficientisation
Digitalisation
Translation
A silo.

Web 2.0
Specificity
Networking
Involvement
Your trail of crumbs.

The prophets & the apostles: 1995 – 2006
amazon.google.blogger.
wikipedia.secondlife.
myspace.facebook.flickr.
youtube.twitter

Web 3.0 (beta)
The web of things
New connections for old devices
New devices for old connections
The web steps out of the digital

We are all marketers now.

Brands have now the
opportunity to be reached, by
people, when people want to.
Helge Tennø, Screenplay

From Story to Experience
From Channel to Arena
From Content to Context

We create the value.

So, what’s the point
for marketing?

The trail of crumbs:
The web is looking back.
Every second

They (almost) own you.

Put the food in front of the
hungry.

old ideea of communication: throw the
message to as many as possible and wait
for recognition
new idea of communication: choose the
relevant context, involve people & let them
viralize

Back to what marketing used to be:
it changes more than one P

New Definitions:

Marketing is not about selling stuff, it's
about giving the participant a reason to
buy stuff.
H.T.

The goal of marketing is not to win the
battle of stories (as is the case in the
traditional media marketing), but to
understand the abilities, emotions and
activities of a situation – the context – and
add deliberate value to it.
Making it better, becoming indispensible as
a value provider, and gaining ownership to
people through direct relations with them
over time...
Helge Tennø

The new business context:

The new Marketing
economy is about
understanding context and
adding deliberate value…
H.T.

The new brand context:

Becoming the most
valuable brand inside the
experience sorrounding
the product and the brand.
H.T.

The new strategy:

Don't market to consumers,
market to situations.
+
create platforms of
involvement

The new product strategy:

The brands aren't
product providers, but
value providers.
+
consumer  prosumer

Tim Berners Lee.Kevin Kelly.
Helge Tennø.Seth Godin.
Tim O’Reiley.Malcolm Gladwell.
Bogdana Butnar.

Ask us:
Gabriel Dombri
gabrieldombri@gmail.com
Marius Lobonţiu
marius.lobontiu@yahoo.com