The document discusses how marketing is evolving in real-time as people and society become more networked. It argues that to be effective, brands must adopt an agile approach and engage with audiences in the moment through publishing, conversation, and acting on available data. Being present and responsive across networks and search is now critical, as what brands do right now increasingly shapes perceptions over the long run. The new nature of marketing demands strategic vision and preparation to engage audiences in this dynamic environment.

1. Marketing in the Moment
Rob Garner
Sr. Strategy Director, iCrossing

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

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

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

5. 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

6. And that people aren't just “searching”…
…they are searching and finding something
right now

7. Published content is disseminated
instantaneously
In this medium, the fundamental principles of
search and network marketing apply

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

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

10. A few simple truths about the new nature of
MARKETING IN THE MOMENT
AND CONNECTEDNESS
10

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

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

13. 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.”

14. Market research will also help you
know your audience better

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

16. Brands must engage with their
audience and networks

17. Your organization and audience
are your primary networks

18. 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

19. Being “in the moment” is now a
critical aspect of this marketing
medium, and can be judged on
what you are doing “right now”

20. THANK YOU
Search Insider Summit, Captiva Island
April 2010
Rob Garner
Sr. Strategy Director
iCrossing.com
SEMPO Board of Directors
Rob.Garner@icrossing.com
214.676.2089
@robgarner
www.facebook.com/garner
GreatFinds.iCrossing.com
Linkedin.com/in/robgarner
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