Marketing in the Moment – NYU Guest Lecture with Rob Garner – iCrossing

MARKETING IN THE MOMENT June 24, 2010 Rob Garner Guest lecture at NYU 1

Consider this: Much of what we do “right now” shapes who and what we are for the long-term

The web is evolving into a real-time, networked, and synaptic environment

One that is acting more like a digital organism, rather than a mere set of connected nodes

And yet many marketers and brands are still resigned to a passive, rather than active and agile approach to marketing

While they may be connected, they are not fully alive and present

The current state of this evolution is not so much about “social networks”… …as it is about hitting a tipping point with a society that is networked

…exclusion from the network is tantamount to digital non-existence

And that “people” aren't just “searching”… …real people with complex intentions and problems are searching and finding something right now

…through active and passive publishing, there is a profoundly meaningful opportunity to connect

Published content is disseminated instantaneously The fundamental principles of search and network marketing apply

Networks/Social Traditional (Earned & paid media) Externally & socially owned network presence Search Proprietary web site(s) or apps 12

Being “in the moment” is the new nature of marketing

The quality of marketing efforts can be judged on what you are doing “right now”

A few simple truths about the new nature of MARKETING IN THE MOMENT AND CONNECTEDNESS 15

A brand’s identity must embody the spirit of its audience

Brands are now publishers “Publishing” is words, thoughts, status, images, feeds, video, applications, conversation, and more

As a brand, you are what is published about you That means both, “what you say about yourself,” and “what other people say about you.”

Market research will also help you know your audience better

It is a brand’s obligation to listen and act on the data that is provided and available

Brands must engage with their audience and networks

Your organization and audience are your primary networks

It takes a lot of preparation and strategic vision to act in this marketing environment And quite possibly even a core change in marketing philosophy and practice

This is more than just search, social, or internet strategy. Being present and “in the moment” is about marketing strategy

THANK YOU Rob Garner Sr. Strategy Director iCrossing.com Rob.Garner@icrossing.com @robgarner 214.676.2089 25

Marketing in the Moment – NYU Guest Lecture with Rob Garner – iCrossing

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