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How marketing used to work...

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A brief history of traditional marketing, the impact of digital and a roadmap for the future. Part 1 of a series of three. Part two coming soon.

A brief history of traditional marketing, the impact of digital and a roadmap for the future. Part 1 of a series of three. Part two coming soon.


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  • 1. HOW MARKETINGUSED TO WORK....
  • 2. It used to be so very easy (it wasn’t even that long ago)
  • 3. The client chose which medium orcombination of mediums they wanted to communicate through...... T.V. PRINT OUTDOOR RADIO
  • 4. The client chose which medium orcombination of mediums they wanted to communicate through...... T.V. PRINT OUTDOOR RADIO
  • 5. The client chose which medium orcombination of mediums they wanted to communicate through...... T.V. PRINT OUTDOOR RADIO
  • 6. generatedand then the... the marketing CLIENT STRATEGY
  • 7. and gave itturned it into a to multiple BRIEF AGENCIES
  • 8. PITCHES PITCHE Swho all sent in their.. PITC HES HES PITC
  • 9. PITCHESand the client chose PITCHE Sthe pitch that was moston brief (and looked prettiest) PITC HES HES PITC
  • 10. Finally... the campaign CREATIVEwas produced for thechosen mediums.(and everyone celebrated with a glass ofscotch, or so Madmen would have us believe) PRINT RADIO
  • 11. And for 60 years thats the way it worked.
  • 12. Why?
  • 13. Because the mediums...T.V. PRINT OUTDOOR RADIO
  • 14. Because the mediums... NEVER CHANGED(the same message pumped out to everyone through the same channels) T.V. PRINT OUTDOOR RADIO
  • 15. This simplestructure... CLIENT
  • 16. This simplestructure wasthe foundation ofthe marketingindustry... T.V. PRINT OUTDOOR RADIO CLIENT
  • 17. This simplestructure wasthe foundation ofthe marketingindustry. The only STRATEGYchange was thestrategy.... T.V. PRINT OUTDOOR RADIO CLIENT
  • 18. CREATIVEThis simple AGENCIESstructure wasthe foundation of BRIEFthe marketingindustry. The only STRATEGYchange was thestrategy and T.V. PRINT OUTDOOR RADIOcreativity in eachcampaign. CLIENT
  • 19. So what the hell happened?
  • 20. In a word....
  • 21. DIGITAL
  • 22. CREATIVEDigital slowly AGENCIESreplaced the fourcore pillars of the BRIEFmarketing industry... STRATEGY T.V. PRINT OUTDOOR RADIO CLIENT
  • 23. CREATIVEDigital slowly AGENCIESreplaced the fourcore pillars of the BRIEFmarketing industry.Degrading the STRATEGYsolidity of thestructure... T.V. PRINT OUTDOOR RADIO CLIENT
  • 24. CREAT IVEDigital slowly AGENC IE Sreplaced the fourcore pillars of the BRIEFmarketing industry.Degrading the STRATEGYsolidity of thestructure. Until the T.V. PRINT OUTDOOR RADIOentire process.. CLIENT
  • 25. Digital slowlyreplaced the fourcore pillars of themarketing industry.Degrading thesolidity of thestructure. Until the AG EN CIEentire process, S IO D RAcollapsed upon itself. T.V. CR EAT IVE ST T R IN AT OUTDOOR PR EG
  • 26. Digital slowly Leaving behind anreplaced the four industry without acore pillars of the solid spine.marketing industry.Degrading thesolidity of thestructure. Until the AG EN CIEentire process, S IO D RAcollapsed upon itself. T.V. CR EAT IVE ST T R IN AT OUTDOOR PR EG
  • 27. So what to do when yourspine has been ripped out?
  • 28. Build a new one, a better, faster, stonger spine! (just like the 6 million dollar man)
  • 29. Beginning withclient and agencyexpertise... CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
  • 30. Beginning withclient and agencyexpertise, together,formulating thestrategy... STRATEGY CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
  • 31. Beginning withclient and agencyexpertise, together, DIGITAL MEDIA PLATFORMSformulating thestrategy. Identifyingdigital platforms... STRATEGY CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
  • 32. CREATIVEBeginning withclient and agency BRIEFexpertise, together, DIGITAL MEDIA PLATFORMSformulating thestrategy. Identifyingdigital platforms STRATEGYwhich enable thebrief and creative. CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
  • 33. Continued in part 2:HOW TO DEVELOPDIGITAL STRATEGY
  • 34. Contact Ian Sorensen for more: isorensen@directbrand.ie twitter.com/itsorensen