Intro: Marketing in the Digital Age

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Advertising has been around since the 1860s, but the digital explosion in the last few years means everything we know has to change, right? No. Also, yes. Mike Osswald, VP for Experience Innovation, kicks off the Digital Summit by refashioning 4 basic marketing principles for the digital age.

www.hansoninc.com/summit

Published in: Marketing, Business, Technology
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Intro: Marketing in the Digital Age

  1. 1. INTRO: MARKETING IN THE DIGITAL AGE
  2. 2. MIKE OSSWALD VP, EXPERIENCE INNOVATION
  3. 3. a short history lesson
  4. 4. HISTORY OF MARKETING 1865 1900 MAKE IT! DISTRIBUTION & COMMUNICATION
  5. 5. HISTORY OF MARKETING 1900 DISTRIBUTION & COMMUNICATION
  6. 6. HISTORY OF MARKETING 1900 DISTRIBUTION & COMMUNICATION ’60s SALES
  7. 7. HISTORY OF MARKETING 1900 DISTRIBUTION & COMMUNICATION ’60s SALES ’80s MARKETING / R&D
  8. 8. digital age
  9. 9. As of 2012 55% of Americans had used a mobile device for Internet access 17% access Internet only with mobile devices
  10. 10. In 2013 26% of Americans own all three smartphones are outselling feature phones
  11. 11. In 2013 Tablets are the fastest-growing consumer electronics technology, ever tablets are outselling laptops
  12. 12. In 2013 Mobile web use is surpassing desktop use 2007 2009 2011 2013 2015
  13. 13. Discovery 4% Self-Expression 1% “Me time” 46% Preparation 7% Managing Life 11% We market here! Shopping 12% Socializing 19%
  14. 14. So everything we know has to change, right?
  15. 15. No.
  16. 16. Also, yes.
  17. 17. 4 Modern Principles for Marketing
  18. 18. So what is Marketing?
  19. 19. Marketing is telling people why you have what they need, and listening to what they care about.
  20. 20. Old Principle 1 Plan Your Markets
  21. 21. 1 Always be Listening
  22. 22. Old Principle 2 Promotion
  23. 23. Old Principle 3 Activation
  24. 24. 3 Always Execute Purposefully
  25. 25. Old Principle 4 Integrated Marketing Communications
  26. 26. 4 Always be Agile
  27. 27. Listen Continuously Have Conversations Execute with Purpose Be Agile
  28. 28. See more at HANSONINC.COM/SUMMIT

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