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Future of Marketing MBA Lecture - Part One Future of Marketing MBA Lecture - Part One Presentation Transcript

  • A lecture at the Rotman School of Management Marketing: The New Game Idris Mootee www.mootee.typepad.com Feb 2006 Confidential and Proprietary © 2006 Blast Radius Inc.
  • Ad Agencies are Dinosaurs Confidential and Proprietary © 2006 Blast Radius Inc.
  • Agencies are Close to Failing - Jim Stengel, CMO, P&G Confidential and Proprietary © 2006 Blast Radius Inc. View slide
  • “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. View slide
  • Confidential and Proprietary © 2006 Blast Radius Inc.
  • Agency CRM and Retention Model????? Confidential and Proprietary © 2006 Blast Radius Inc.
  • What’s Exactly Going On? 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.
  • Today far more brands are being transformed into commodities than commodities are being transformed into brands. 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.
  • I’m not your “sticky eyeball…” 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.
  • Social Networks Mobile Googlism Video Location Based Service 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.
  • They do not define a brand as necessary the biggest or the most popular. They define them as the most innovative. Confidential and Proprietary © 2006 Blast Radius Inc.
  • They want to engage with brands and not marketed to. Confidential and Proprietary © 2006 Blast Radius Inc.
  • They value community, connectivity and authenticity. Confidential and Proprietary © 2006 Blast Radius Inc.
  • They have a heavy reliance on technology and naturally comfortable with digital media Confidential and Proprietary © 2006 Blast Radius Inc.
  • 6-8 Months 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.
  • Confidential and Proprietary © 2006 Blast Radius Inc.
  • Confidential and Proprietary © 2006 Blast Radius Inc.
  • Confidential and Proprietary © 2006 Blast Radius Inc.
  • That’s Experiential Marketing It is about capitalizing on participatory culture and the transmediated media environment. 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.
  • A lecture at the Rotman School of Management End of Part One www.mootee.typepad.com Confidential and Proprietary © 2006 Blast Radius Inc.