Future of Marketing MBA Lecture - Part One

Future of Marketing MBA Lecture - Part One - Presentation Transcript

“Since going online, how has the amount of time you have spent using the following types of media changed?” Decreased No change Increased 26% 70% 2% Television 26% 70% 2% Newspapers 26% 69% 3% Magazines 20% 74% 5% Radio Base: North American online households Source: Forrester’s Consumer Technographics® Q3 2003 North American Study Percentages may not equal 100 because of rounding Confidential and Proprietary © 2006 Blast Radius Inc.

Dear CMO, Just in case you didn’t know. We are all competing in an Amazon-Microsoft-Walmart- eBay-Google-Facebook- YouTube-MySpace-iPod- iPhone world. Confidential and Proprietary © 2006 Blast Radius Inc.

Increasingly, Consumers Prefer Price Over Brand 70% When I find a brand I like, I stick with it 60% 50% Price is more important to me than brand name 40% 30% 20% 10% 0% 2000 2001 2002 2003 2004 2005 Base: North American households Source: Forrester’s Consumer Technographics 2000, 2001, 2002, 2003, 2004, and 2005 North American Benchmark Study Confidential and Proprietary © 2006 Blast Radius Inc.

“Do you agree with the following statements?” Sept 2002 Jun 2005 Ads are a good way to learn about new 78% 47% products 41% 21% Ads are entertaining 29% 12% I buy products because of their ads I notice a lot of ads 49% 36% Companies generally tell the truth in ads 13% 7% I don’t pay attention to ads 27% 33% Base: North American households Source: Forrester’s Consumer Technographics® June 2004 North American Study and Forrester’s Consumer Technographics® North American Devices and Access Online Study Confidential and Proprietary © 2006 Blast Radius Inc.

Which of the following business functions are most likely to be replace by “community” or “social networks”? Marketing 43% 26% Public Relations 11% Distribution 18% Customer Service Source: BR Web Survey 2006 Confidential and Proprietary © 2006 Blast Radius Inc.

Geo-Tagged Imagery Connects people through experiences they share right from their mobile phone (photos, video, text). Touch users at 3 core emotions: Vanity, Sociability and Sentimentality. Confidential and Proprietary © 2006 Blast Radius Inc.

That’s Experiential Marketing Developing brand experiences that cut out across multiple media channels enhances consumer identification and engagement with both products, services and brands. Confidential and Proprietary © 2006 Blast Radius Inc.