SlideShare a Scribd company logo
1 of 29
Download to read offline
MARKETING WITHOUT
                             ADVERTISING
                           WHY BRANDING DOESN’T WORK ANYMORE




dinsdag 8 februari 2011
WHAT IS FACEBOOK FOR?




                     FACEBOOK IS HERE SO I CAN MAKE FRIENDS

                     FACEBOOK IS HERE SO I CAN MARKET MY PRODUCTS




dinsdag 8 februari 2011
A BIT OF HISTORY
                             (TO READ AT HOME)




dinsdag 8 februari 2011
VALUE CREATION AT THE BAZAR


                     THERE WAS A TIME        THE BAZAR: LATE
                     COMMERCE DIDN’T EXIST   MIDDLE AGES =
                                             BEGINNING OF
                     PEOPLE WOULD LIVE ON    COMMERCE
                     THE LAND OF A
                     LANDLORD (KING, ETC)    PEOPLE MET EACH OTHER
                                             AT THE BAZAR: ONE BIG
                     THEY WORKED FOR THE     CONVERSATION OF LIFE
                     LORD AND LIVED AT HIS
                     MERCY                   RESULT: PEER 2 PEER
                                             ECONOMY EMERGED




dinsdag 8 februari 2011
THE START OF CURRENCIES


                     CONVERSATIONS AT THE    PROBLEM: THE LORDS OF
                     BAZAR ARE FACT          THE LAND LOST THEIR
                     BASED: JOE MAKES GOOD   POWER
                     SHOES, NICE BREAD,...
                                             SOLUTION:
                     RESULT: MIDDLE CLASS    CENTRALIZED
                     AROSE (CREATED AND      CURRENCY (TOOK 2
                     RETAINED VALUE)         CENTURIES) TO REGAIN
                                             CONTROL OVER THE
                                             FREE ECONOMY




dinsdag 8 februari 2011
THE INDUSTRIAL REVOLUTION


                     REDUCED THE REQUIRED   PROBLEM: WE DON’T BUY
                     SKILLS TO PRODUCE      THE PRODUCTS FROM JOE
                     STUFF                  THE SHOEMAKER
                                            ANYMORE. WHICH
                     TURN PRODUCERS INTO    SHOES ARE GOOD?
                     REPLACEABLE
                     RESOURCES              SOLUTION: THE CONCEPT
                                            OF BRANDING (MASS
                     MASS PRODUCTION=       MARKETING) WAS
                     ALIENATE WORKERS       CREATED
                     FROM VALUE CREATION




dinsdag 8 februari 2011
THE CONCEPT OF BRANDING


                     BRANDING SIMULATES THE HUMAN CONNECTION WE
                     USED TO HAVE WITH THE PEOPLE WITH WHOM WE USED
                     TO INTERACT IN A PEER 2 PEER FASHION.

                     BRANDING CREATES A FACE FOR THE PRODUCT THAT WE
                     PREFER BUYING FROM INSTEAD OF THE REAL FACE OF
                     THE PERSON WHO USED TO PRODUCE OUR GOODS.

                     COMPANIES LIKE TO DO THE BRAND CONVERSATION
                     BECAUSE THEY DON’T MAKE PRODUCTS THEMSELVES




dinsdag 8 februari 2011
THE MASS MEDIA REVOLUTION


                     TELEVISION ALLOWED      OVER TIME WE BECAME
                     THE BRAND ON THE        TO VALUE THOSE
                     SHOEBOX TO ARRIVE IN    IMAGES MORE THEN
                     YOUR HOME EVEN          REAL PEOPLE
                     BEFORE THE BOX
                     ARRIVES                 BRANDING BECAME A
                                             METHODOLOGY TO
                     BRANDING CREATES A      REPLACE PRODUCT
                     PRE-EXISTING RELATION   VALUE
                     WITH THE PRODUCT




dinsdag 8 februari 2011
THE RISE OF THE INTERNET


                     DECENTRALIZED            INTERNET BUBBLE:
                                              RESULT OF CORPORATE
                     ALLOWS PEER 2 PEER       APPROACH TO SMALL
                     COMMUNICATION AND        INTERNET BUSINESS
                     VALUE CREATION AGAIN
                                              BUSINESS RETURNED:
                     EBAY, CRAIGSLIST: NICE   NOW IT BECAME SOCIAL
                     EXAMPLES OF HOW
                     SMALL SCALE VALUE        NOT CONTENT, BUT
                     CREATION ON INTERNET     PEOPLE CONNECTING TO
                     IS POSSIBLE              PEOPLE




dinsdag 8 februari 2011
MARKETING ENTERS FACEBOOK


                     PEOPLE CONNECTING TO    NO: PEOPLE ARE IN
                     PEOPLE? GREAT, LET’S    CONVERSATION WITH
                     INTERRUPT THEM          ONE ANOTHER

                     BRANDS TRY TO ACT AS    THEY’RE NOT BEING
                     IF THEY ARE FRIENDS     CONSUMERS, THEY’RE
                                             JUST PEOPLE
                     CONSUMER IS IN
                     CHARGE AND YOU ARE IN   IT’S LIKE THE BAZAR
                     CONVERSATION WITH       CONVERSATION, NOT
                     YOUR CONSUMER?          ABOUT BRANDS




dinsdag 8 februari 2011
BRANDS HAVE NO PLACE


                     BRANDS DON’T HAVE A   BRAND MYTHS PROTECT
                     PLACE IN ONLINE       COMPANY AGAINST
                     CONVERSATIONS         PRODUCT DEFECTS

                     VALUE IN SOCIAL       ON SOCIAL NETWORKS,
                     NETWORK= FACTS AND    INDIVIDUALS DON’T GET
                     VALUE CREATION        REPUTATION BY
                                           REPEATING BRAND
                     BRANDS= NOT VALUE     MESSAGES, BUT BY
                                           PROVIDING REAL INFO
                     PRODUCTS= VALUE       (“GREAT SHOES”)




dinsdag 8 februari 2011
PRODUCTS IN CONVERSATIONS


                     YOU CAN SUPPLY PEOPLE   COMPANY CAN SUPPORT
                     WITH REAL INFO ABOUT    THE NETWORK OF
                     PRODUCTS SO THEY CAN    PEOPLE INSTEAD OF
                     EDUCATE THEIR FRIENDS   TRYING TO REPLACE IT

                     GOAL IS NOT TO GET      ACTUALLY HAVE A REAL
                     FRIENDS AS A COMPANY    CONVERSATION: HONEST

                     GOAL IS TO GET PEOPLE   MAKE SURE SOMETHING
                     (FANS?) TO BEFRIEND     REAL IS GOING ON
                     EACH OTHER              INSIDE THE COMPANY




dinsdag 8 februari 2011
SOCIAL MEDIA’S PURPOSE


                     SOCIAL MEDIA PURPOSE:    IF COMPANY HAS R&D,
                     CREATE AND EXCHANGE      PRODUCTION, ETC: JUST
                     VALUE DIRECTLY           LET THEM BE WHO THEY
                     AMONGST PEOPLE           ARE.

                     A COMPANY CAN ONLY       THESE ARE GOOD TIMES:
                     WIN IN SOCIAL MEDIA IF   REALLY VALUABLE
                     THEY CAN HELP PEOPLE     PRODUCTS WILL START
                     TO DO THAT.              TO MARKET
                                              THEMSELVES




dinsdag 8 februari 2011
NOW THAT WE KNOW
                WHAT MARKETING IS, LET’S
                RECONSIDER ADVERTISING




dinsdag 8 februari 2011
REACHING CUSTOMERS
                              WHAT IS THE POINT


dinsdag 8 februari 2011
dinsdag 8 februari 2011
A FEW EXAMPLES OF
                          MARKETING WITHOUT
                               ADVERTISING




dinsdag 8 februari 2011
CONTENT MARKETING
                          IF YOU HAVE GREAT PRODUCTS, JUST SHOW THEM


dinsdag 8 februari 2011
WORD OF MOUTH
               THE CUSTOMER BECOMES YOUR MARKETING DEPARTMENT


dinsdag 8 februari 2011
COMMUNITY ENABLING
                           BE THERE WHEN THEY NEED YOU


dinsdag 8 februari 2011
RANDOM ACTS OF KINDNESS
                            KLM LEARNED THE VALUE OF A SMILE


dinsdag 8 februari 2011
YOUR CORPORATE IDENTITY
                   ZAPPOS IS FAMOUS FOR WHO THEY ARE AS A COMPANY


dinsdag 8 februari 2011
EDUCATE YOUR INDUSTRY
                          MICROSOFT IS TEACHING DEVELOPERS HOW TO CODE


dinsdag 8 februari 2011
BE FINDABLE
           PEOPLE WANT TO BUY STUFF, MAKE SURE YOU’RE AVAILABLE


dinsdag 8 februari 2011
CUSTOMER SERVICE
                     CUSTOMER SERVICE IS NOT A COST, IT IS EVERYTHING


dinsdag 8 februari 2011
SHARE YOUR VALUES
                     LACKING PRODUCT DIFFERENTIATION, PEOPLE CHOOSE
                            COMPANIES THEY CAN IDENTIFY WITH

dinsdag 8 februari 2011
ORGANIZE EVENTS
                          LET PEOPLE HAVE A GOOD TIME


dinsdag 8 februari 2011
LET THEM BE PART OF YOU
                              PEOPLE LOVE TO BE VALUED


dinsdag 8 februari 2011
dinsdag 8 februari 2011

More Related Content

Similar to Marketing without advertising

Social Media Flings
Social Media FlingsSocial Media Flings
Social Media FlingsSaneel Radia
 
Social media for sme yuswohady
Social media for sme   yuswohadySocial media for sme   yuswohady
Social media for sme yuswohadymohammadtazam10
 
How to Get People to Talk About Your Brand
How to Get People to Talk About Your BrandHow to Get People to Talk About Your Brand
How to Get People to Talk About Your BrandDavid Yeend
 
Brand Strategies That Ignite Consumer Conversation
Brand Strategies That Ignite Consumer ConversationBrand Strategies That Ignite Consumer Conversation
Brand Strategies That Ignite Consumer ConversationBrandon Murphy
 
Social Media ProBook
Social Media ProBookSocial Media ProBook
Social Media ProBookeloquan
 
The Drugs Don't Work: How to Kick the Habit of the War of Attention
The Drugs Don't Work: How to Kick the Habit of the War of AttentionThe Drugs Don't Work: How to Kick the Habit of the War of Attention
The Drugs Don't Work: How to Kick the Habit of the War of AttentionJordanDervish
 
SOCMED FOR SME by Yuswohadi
SOCMED FOR SME by YuswohadiSOCMED FOR SME by Yuswohadi
SOCMED FOR SME by YuswohadiAkademi Berbagi
 
Sua presentation
Sua presentationSua presentation
Sua presentationTHRIVEIM
 
The disruption of branding, advertising and campaigning
The disruption of branding, advertising and campaigningThe disruption of branding, advertising and campaigning
The disruption of branding, advertising and campaigningSUE Amsterdam
 
New business models and opportunities
New business models and opportunitiesNew business models and opportunities
New business models and opportunitiesMedeMerkers
 
PROTOBAKING REVISITED
PROTOBAKING REVISITEDPROTOBAKING REVISITED
PROTOBAKING REVISITEDDan Rockwell
 
Digital Age: Changes and Challenges. For IT Cluster
Digital Age: Changes and Challenges. For IT ClusterDigital Age: Changes and Challenges. For IT Cluster
Digital Age: Changes and Challenges. For IT ClusterZigurds Zakis
 

Similar to Marketing without advertising (15)

Social Media Flings
Social Media FlingsSocial Media Flings
Social Media Flings
 
Social media for sme yuswohady
Social media for sme   yuswohadySocial media for sme   yuswohady
Social media for sme yuswohady
 
The big issue
The big issue The big issue
The big issue
 
How to Get People to Talk About Your Brand
How to Get People to Talk About Your BrandHow to Get People to Talk About Your Brand
How to Get People to Talk About Your Brand
 
Brand Strategies That Ignite Consumer Conversation
Brand Strategies That Ignite Consumer ConversationBrand Strategies That Ignite Consumer Conversation
Brand Strategies That Ignite Consumer Conversation
 
Social Media ProBook
Social Media ProBookSocial Media ProBook
Social Media ProBook
 
Pro Book
Pro BookPro Book
Pro Book
 
The Drugs Don't Work: How to Kick the Habit of the War of Attention
The Drugs Don't Work: How to Kick the Habit of the War of AttentionThe Drugs Don't Work: How to Kick the Habit of the War of Attention
The Drugs Don't Work: How to Kick the Habit of the War of Attention
 
SOCMED FOR SME by Yuswohadi
SOCMED FOR SME by YuswohadiSOCMED FOR SME by Yuswohadi
SOCMED FOR SME by Yuswohadi
 
Sua presentation
Sua presentationSua presentation
Sua presentation
 
The disruption of branding, advertising and campaigning
The disruption of branding, advertising and campaigningThe disruption of branding, advertising and campaigning
The disruption of branding, advertising and campaigning
 
New business models and opportunities
New business models and opportunitiesNew business models and opportunities
New business models and opportunities
 
PROTOBAKING REVISITED
PROTOBAKING REVISITEDPROTOBAKING REVISITED
PROTOBAKING REVISITED
 
Digital Age: Changes and Challenges. For IT Cluster
Digital Age: Changes and Challenges. For IT ClusterDigital Age: Changes and Challenges. For IT Cluster
Digital Age: Changes and Challenges. For IT Cluster
 
The Imperfect Store
The Imperfect StoreThe Imperfect Store
The Imperfect Store
 

More from Koen Delvaux

Trends for 2017 as seen from Proximus Move
Trends for 2017 as seen from Proximus MoveTrends for 2017 as seen from Proximus Move
Trends for 2017 as seen from Proximus MoveKoen Delvaux
 
Growth Hacking learnings from Proximus Move
Growth Hacking learnings from Proximus MoveGrowth Hacking learnings from Proximus Move
Growth Hacking learnings from Proximus MoveKoen Delvaux
 
Decentralisation lessons from Proximus Move
Decentralisation lessons from Proximus MoveDecentralisation lessons from Proximus Move
Decentralisation lessons from Proximus MoveKoen Delvaux
 
IoT out of control - Proximus
IoT out of control - ProximusIoT out of control - Proximus
IoT out of control - ProximusKoen Delvaux
 
Student startup Leuven 2015
Student startup Leuven 2015Student startup Leuven 2015
Student startup Leuven 2015Koen Delvaux
 
Conversatiemanagement: wat uw klanten u te vertellen hebben
Conversatiemanagement: wat uw klanten u te vertellen hebbenConversatiemanagement: wat uw klanten u te vertellen hebben
Conversatiemanagement: wat uw klanten u te vertellen hebbenKoen Delvaux
 
Why your children don't understand your it job
Why your children don't understand your it jobWhy your children don't understand your it job
Why your children don't understand your it jobKoen Delvaux
 
Hoe maak je een strategisch digitaal marketing plan?
Hoe maak je een strategisch digitaal marketing plan?Hoe maak je een strategisch digitaal marketing plan?
Hoe maak je een strategisch digitaal marketing plan?Koen Delvaux
 
The future of customer care
The future of customer careThe future of customer care
The future of customer careKoen Delvaux
 
Conversation Management Lampiris: the service is the product
Conversation Management Lampiris: the service is the productConversation Management Lampiris: the service is the product
Conversation Management Lampiris: the service is the productKoen Delvaux
 
Liquid organisation Solvay Schools Alumni
Liquid organisation Solvay Schools AlumniLiquid organisation Solvay Schools Alumni
Liquid organisation Solvay Schools AlumniKoen Delvaux
 
Community building
Community buildingCommunity building
Community buildingKoen Delvaux
 
Social media privacy in the office
Social media privacy in the officeSocial media privacy in the office
Social media privacy in the officeKoen Delvaux
 
Social media uw connectie met uw doelgroep
Social media uw connectie met uw doelgroepSocial media uw connectie met uw doelgroep
Social media uw connectie met uw doelgroepKoen Delvaux
 
Social media back to basics
Social media back to basicsSocial media back to basics
Social media back to basicsKoen Delvaux
 
Social media changing the structures of everyday life
Social media changing the structures of everyday lifeSocial media changing the structures of everyday life
Social media changing the structures of everyday lifeKoen Delvaux
 
Gamification as umbrella for social media
Gamification as umbrella for social mediaGamification as umbrella for social media
Gamification as umbrella for social mediaKoen Delvaux
 
What the books about social media don't tell you
What the books about social media don't tell you What the books about social media don't tell you
What the books about social media don't tell you Koen Delvaux
 

More from Koen Delvaux (20)

Trends for 2017 as seen from Proximus Move
Trends for 2017 as seen from Proximus MoveTrends for 2017 as seen from Proximus Move
Trends for 2017 as seen from Proximus Move
 
Growth Hacking learnings from Proximus Move
Growth Hacking learnings from Proximus MoveGrowth Hacking learnings from Proximus Move
Growth Hacking learnings from Proximus Move
 
Decentralisation lessons from Proximus Move
Decentralisation lessons from Proximus MoveDecentralisation lessons from Proximus Move
Decentralisation lessons from Proximus Move
 
New media - VUB
New media - VUB New media - VUB
New media - VUB
 
The future of tv
The future of tvThe future of tv
The future of tv
 
IoT out of control - Proximus
IoT out of control - ProximusIoT out of control - Proximus
IoT out of control - Proximus
 
Student startup Leuven 2015
Student startup Leuven 2015Student startup Leuven 2015
Student startup Leuven 2015
 
Conversatiemanagement: wat uw klanten u te vertellen hebben
Conversatiemanagement: wat uw klanten u te vertellen hebbenConversatiemanagement: wat uw klanten u te vertellen hebben
Conversatiemanagement: wat uw klanten u te vertellen hebben
 
Why your children don't understand your it job
Why your children don't understand your it jobWhy your children don't understand your it job
Why your children don't understand your it job
 
Hoe maak je een strategisch digitaal marketing plan?
Hoe maak je een strategisch digitaal marketing plan?Hoe maak je een strategisch digitaal marketing plan?
Hoe maak je een strategisch digitaal marketing plan?
 
The future of customer care
The future of customer careThe future of customer care
The future of customer care
 
Conversation Management Lampiris: the service is the product
Conversation Management Lampiris: the service is the productConversation Management Lampiris: the service is the product
Conversation Management Lampiris: the service is the product
 
Liquid organisation Solvay Schools Alumni
Liquid organisation Solvay Schools AlumniLiquid organisation Solvay Schools Alumni
Liquid organisation Solvay Schools Alumni
 
Community building
Community buildingCommunity building
Community building
 
Social media privacy in the office
Social media privacy in the officeSocial media privacy in the office
Social media privacy in the office
 
Social media uw connectie met uw doelgroep
Social media uw connectie met uw doelgroepSocial media uw connectie met uw doelgroep
Social media uw connectie met uw doelgroep
 
Social media back to basics
Social media back to basicsSocial media back to basics
Social media back to basics
 
Social media changing the structures of everyday life
Social media changing the structures of everyday lifeSocial media changing the structures of everyday life
Social media changing the structures of everyday life
 
Gamification as umbrella for social media
Gamification as umbrella for social mediaGamification as umbrella for social media
Gamification as umbrella for social media
 
What the books about social media don't tell you
What the books about social media don't tell you What the books about social media don't tell you
What the books about social media don't tell you
 

Recently uploaded

Kodo Millet PPT made by Ghanshyam bairwa college of Agriculture kumher bhara...
Kodo Millet  PPT made by Ghanshyam bairwa college of Agriculture kumher bhara...Kodo Millet  PPT made by Ghanshyam bairwa college of Agriculture kumher bhara...
Kodo Millet PPT made by Ghanshyam bairwa college of Agriculture kumher bhara...pradhanghanshyam7136
 
ComPTIA Overview | Comptia Security+ Book SY0-701
ComPTIA Overview | Comptia Security+ Book SY0-701ComPTIA Overview | Comptia Security+ Book SY0-701
ComPTIA Overview | Comptia Security+ Book SY0-701bronxfugly43
 
Unit-IV- Pharma. Marketing Channels.pptx
Unit-IV- Pharma. Marketing Channels.pptxUnit-IV- Pharma. Marketing Channels.pptx
Unit-IV- Pharma. Marketing Channels.pptxVishalSingh1417
 
Accessible Digital Futures project (20/03/2024)
Accessible Digital Futures project (20/03/2024)Accessible Digital Futures project (20/03/2024)
Accessible Digital Futures project (20/03/2024)Jisc
 
ICT Role in 21st Century Education & its Challenges.pptx
ICT Role in 21st Century Education & its Challenges.pptxICT Role in 21st Century Education & its Challenges.pptx
ICT Role in 21st Century Education & its Challenges.pptxAreebaZafar22
 
Sociology 101 Demonstration of Learning Exhibit
Sociology 101 Demonstration of Learning ExhibitSociology 101 Demonstration of Learning Exhibit
Sociology 101 Demonstration of Learning Exhibitjbellavia9
 
Application orientated numerical on hev.ppt
Application orientated numerical on hev.pptApplication orientated numerical on hev.ppt
Application orientated numerical on hev.pptRamjanShidvankar
 
Magic bus Group work1and 2 (Team 3).pptx
Magic bus Group work1and 2 (Team 3).pptxMagic bus Group work1and 2 (Team 3).pptx
Magic bus Group work1and 2 (Team 3).pptxdhanalakshmis0310
 
Unit-V; Pricing (Pharma Marketing Management).pptx
Unit-V; Pricing (Pharma Marketing Management).pptxUnit-V; Pricing (Pharma Marketing Management).pptx
Unit-V; Pricing (Pharma Marketing Management).pptxVishalSingh1417
 
microwave assisted reaction. General introduction
microwave assisted reaction. General introductionmicrowave assisted reaction. General introduction
microwave assisted reaction. General introductionMaksud Ahmed
 
General Principles of Intellectual Property: Concepts of Intellectual Proper...
General Principles of Intellectual Property: Concepts of Intellectual  Proper...General Principles of Intellectual Property: Concepts of Intellectual  Proper...
General Principles of Intellectual Property: Concepts of Intellectual Proper...Poonam Aher Patil
 
Activity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdfActivity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdfciinovamais
 
Understanding Accommodations and Modifications
Understanding  Accommodations and ModificationsUnderstanding  Accommodations and Modifications
Understanding Accommodations and ModificationsMJDuyan
 
Making communications land - Are they received and understood as intended? we...
Making communications land - Are they received and understood as intended? we...Making communications land - Are they received and understood as intended? we...
Making communications land - Are they received and understood as intended? we...Association for Project Management
 
TỔNG ÔN TẬP THI VÀO LỚP 10 MÔN TIẾNG ANH NĂM HỌC 2023 - 2024 CÓ ĐÁP ÁN (NGỮ Â...
TỔNG ÔN TẬP THI VÀO LỚP 10 MÔN TIẾNG ANH NĂM HỌC 2023 - 2024 CÓ ĐÁP ÁN (NGỮ Â...TỔNG ÔN TẬP THI VÀO LỚP 10 MÔN TIẾNG ANH NĂM HỌC 2023 - 2024 CÓ ĐÁP ÁN (NGỮ Â...
TỔNG ÔN TẬP THI VÀO LỚP 10 MÔN TIẾNG ANH NĂM HỌC 2023 - 2024 CÓ ĐÁP ÁN (NGỮ Â...Nguyen Thanh Tu Collection
 
1029 - Danh muc Sach Giao Khoa 10 . pdf
1029 -  Danh muc Sach Giao Khoa 10 . pdf1029 -  Danh muc Sach Giao Khoa 10 . pdf
1029 - Danh muc Sach Giao Khoa 10 . pdfQucHHunhnh
 
Basic Civil Engineering first year Notes- Chapter 4 Building.pptx
Basic Civil Engineering first year Notes- Chapter 4 Building.pptxBasic Civil Engineering first year Notes- Chapter 4 Building.pptx
Basic Civil Engineering first year Notes- Chapter 4 Building.pptxDenish Jangid
 
SKILL OF INTRODUCING THE LESSON MICRO SKILLS.pptx
SKILL OF INTRODUCING THE LESSON MICRO SKILLS.pptxSKILL OF INTRODUCING THE LESSON MICRO SKILLS.pptx
SKILL OF INTRODUCING THE LESSON MICRO SKILLS.pptxAmanpreet Kaur
 
UGC NET Paper 1 Mathematical Reasoning & Aptitude.pdf
UGC NET Paper 1 Mathematical Reasoning & Aptitude.pdfUGC NET Paper 1 Mathematical Reasoning & Aptitude.pdf
UGC NET Paper 1 Mathematical Reasoning & Aptitude.pdfNirmal Dwivedi
 

Recently uploaded (20)

Kodo Millet PPT made by Ghanshyam bairwa college of Agriculture kumher bhara...
Kodo Millet  PPT made by Ghanshyam bairwa college of Agriculture kumher bhara...Kodo Millet  PPT made by Ghanshyam bairwa college of Agriculture kumher bhara...
Kodo Millet PPT made by Ghanshyam bairwa college of Agriculture kumher bhara...
 
Mehran University Newsletter Vol-X, Issue-I, 2024
Mehran University Newsletter Vol-X, Issue-I, 2024Mehran University Newsletter Vol-X, Issue-I, 2024
Mehran University Newsletter Vol-X, Issue-I, 2024
 
ComPTIA Overview | Comptia Security+ Book SY0-701
ComPTIA Overview | Comptia Security+ Book SY0-701ComPTIA Overview | Comptia Security+ Book SY0-701
ComPTIA Overview | Comptia Security+ Book SY0-701
 
Unit-IV- Pharma. Marketing Channels.pptx
Unit-IV- Pharma. Marketing Channels.pptxUnit-IV- Pharma. Marketing Channels.pptx
Unit-IV- Pharma. Marketing Channels.pptx
 
Accessible Digital Futures project (20/03/2024)
Accessible Digital Futures project (20/03/2024)Accessible Digital Futures project (20/03/2024)
Accessible Digital Futures project (20/03/2024)
 
ICT Role in 21st Century Education & its Challenges.pptx
ICT Role in 21st Century Education & its Challenges.pptxICT Role in 21st Century Education & its Challenges.pptx
ICT Role in 21st Century Education & its Challenges.pptx
 
Sociology 101 Demonstration of Learning Exhibit
Sociology 101 Demonstration of Learning ExhibitSociology 101 Demonstration of Learning Exhibit
Sociology 101 Demonstration of Learning Exhibit
 
Application orientated numerical on hev.ppt
Application orientated numerical on hev.pptApplication orientated numerical on hev.ppt
Application orientated numerical on hev.ppt
 
Magic bus Group work1and 2 (Team 3).pptx
Magic bus Group work1and 2 (Team 3).pptxMagic bus Group work1and 2 (Team 3).pptx
Magic bus Group work1and 2 (Team 3).pptx
 
Unit-V; Pricing (Pharma Marketing Management).pptx
Unit-V; Pricing (Pharma Marketing Management).pptxUnit-V; Pricing (Pharma Marketing Management).pptx
Unit-V; Pricing (Pharma Marketing Management).pptx
 
microwave assisted reaction. General introduction
microwave assisted reaction. General introductionmicrowave assisted reaction. General introduction
microwave assisted reaction. General introduction
 
General Principles of Intellectual Property: Concepts of Intellectual Proper...
General Principles of Intellectual Property: Concepts of Intellectual  Proper...General Principles of Intellectual Property: Concepts of Intellectual  Proper...
General Principles of Intellectual Property: Concepts of Intellectual Proper...
 
Activity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdfActivity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdf
 
Understanding Accommodations and Modifications
Understanding  Accommodations and ModificationsUnderstanding  Accommodations and Modifications
Understanding Accommodations and Modifications
 
Making communications land - Are they received and understood as intended? we...
Making communications land - Are they received and understood as intended? we...Making communications land - Are they received and understood as intended? we...
Making communications land - Are they received and understood as intended? we...
 
TỔNG ÔN TẬP THI VÀO LỚP 10 MÔN TIẾNG ANH NĂM HỌC 2023 - 2024 CÓ ĐÁP ÁN (NGỮ Â...
TỔNG ÔN TẬP THI VÀO LỚP 10 MÔN TIẾNG ANH NĂM HỌC 2023 - 2024 CÓ ĐÁP ÁN (NGỮ Â...TỔNG ÔN TẬP THI VÀO LỚP 10 MÔN TIẾNG ANH NĂM HỌC 2023 - 2024 CÓ ĐÁP ÁN (NGỮ Â...
TỔNG ÔN TẬP THI VÀO LỚP 10 MÔN TIẾNG ANH NĂM HỌC 2023 - 2024 CÓ ĐÁP ÁN (NGỮ Â...
 
1029 - Danh muc Sach Giao Khoa 10 . pdf
1029 -  Danh muc Sach Giao Khoa 10 . pdf1029 -  Danh muc Sach Giao Khoa 10 . pdf
1029 - Danh muc Sach Giao Khoa 10 . pdf
 
Basic Civil Engineering first year Notes- Chapter 4 Building.pptx
Basic Civil Engineering first year Notes- Chapter 4 Building.pptxBasic Civil Engineering first year Notes- Chapter 4 Building.pptx
Basic Civil Engineering first year Notes- Chapter 4 Building.pptx
 
SKILL OF INTRODUCING THE LESSON MICRO SKILLS.pptx
SKILL OF INTRODUCING THE LESSON MICRO SKILLS.pptxSKILL OF INTRODUCING THE LESSON MICRO SKILLS.pptx
SKILL OF INTRODUCING THE LESSON MICRO SKILLS.pptx
 
UGC NET Paper 1 Mathematical Reasoning & Aptitude.pdf
UGC NET Paper 1 Mathematical Reasoning & Aptitude.pdfUGC NET Paper 1 Mathematical Reasoning & Aptitude.pdf
UGC NET Paper 1 Mathematical Reasoning & Aptitude.pdf
 

Marketing without advertising

  • 1. MARKETING WITHOUT ADVERTISING WHY BRANDING DOESN’T WORK ANYMORE dinsdag 8 februari 2011
  • 2. WHAT IS FACEBOOK FOR? FACEBOOK IS HERE SO I CAN MAKE FRIENDS FACEBOOK IS HERE SO I CAN MARKET MY PRODUCTS dinsdag 8 februari 2011
  • 3. A BIT OF HISTORY (TO READ AT HOME) dinsdag 8 februari 2011
  • 4. VALUE CREATION AT THE BAZAR THERE WAS A TIME THE BAZAR: LATE COMMERCE DIDN’T EXIST MIDDLE AGES = BEGINNING OF PEOPLE WOULD LIVE ON COMMERCE THE LAND OF A LANDLORD (KING, ETC) PEOPLE MET EACH OTHER AT THE BAZAR: ONE BIG THEY WORKED FOR THE CONVERSATION OF LIFE LORD AND LIVED AT HIS MERCY RESULT: PEER 2 PEER ECONOMY EMERGED dinsdag 8 februari 2011
  • 5. THE START OF CURRENCIES CONVERSATIONS AT THE PROBLEM: THE LORDS OF BAZAR ARE FACT THE LAND LOST THEIR BASED: JOE MAKES GOOD POWER SHOES, NICE BREAD,... SOLUTION: RESULT: MIDDLE CLASS CENTRALIZED AROSE (CREATED AND CURRENCY (TOOK 2 RETAINED VALUE) CENTURIES) TO REGAIN CONTROL OVER THE FREE ECONOMY dinsdag 8 februari 2011
  • 6. THE INDUSTRIAL REVOLUTION REDUCED THE REQUIRED PROBLEM: WE DON’T BUY SKILLS TO PRODUCE THE PRODUCTS FROM JOE STUFF THE SHOEMAKER ANYMORE. WHICH TURN PRODUCERS INTO SHOES ARE GOOD? REPLACEABLE RESOURCES SOLUTION: THE CONCEPT OF BRANDING (MASS MASS PRODUCTION= MARKETING) WAS ALIENATE WORKERS CREATED FROM VALUE CREATION dinsdag 8 februari 2011
  • 7. THE CONCEPT OF BRANDING BRANDING SIMULATES THE HUMAN CONNECTION WE USED TO HAVE WITH THE PEOPLE WITH WHOM WE USED TO INTERACT IN A PEER 2 PEER FASHION. BRANDING CREATES A FACE FOR THE PRODUCT THAT WE PREFER BUYING FROM INSTEAD OF THE REAL FACE OF THE PERSON WHO USED TO PRODUCE OUR GOODS. COMPANIES LIKE TO DO THE BRAND CONVERSATION BECAUSE THEY DON’T MAKE PRODUCTS THEMSELVES dinsdag 8 februari 2011
  • 8. THE MASS MEDIA REVOLUTION TELEVISION ALLOWED OVER TIME WE BECAME THE BRAND ON THE TO VALUE THOSE SHOEBOX TO ARRIVE IN IMAGES MORE THEN YOUR HOME EVEN REAL PEOPLE BEFORE THE BOX ARRIVES BRANDING BECAME A METHODOLOGY TO BRANDING CREATES A REPLACE PRODUCT PRE-EXISTING RELATION VALUE WITH THE PRODUCT dinsdag 8 februari 2011
  • 9. THE RISE OF THE INTERNET DECENTRALIZED INTERNET BUBBLE: RESULT OF CORPORATE ALLOWS PEER 2 PEER APPROACH TO SMALL COMMUNICATION AND INTERNET BUSINESS VALUE CREATION AGAIN BUSINESS RETURNED: EBAY, CRAIGSLIST: NICE NOW IT BECAME SOCIAL EXAMPLES OF HOW SMALL SCALE VALUE NOT CONTENT, BUT CREATION ON INTERNET PEOPLE CONNECTING TO IS POSSIBLE PEOPLE dinsdag 8 februari 2011
  • 10. MARKETING ENTERS FACEBOOK PEOPLE CONNECTING TO NO: PEOPLE ARE IN PEOPLE? GREAT, LET’S CONVERSATION WITH INTERRUPT THEM ONE ANOTHER BRANDS TRY TO ACT AS THEY’RE NOT BEING IF THEY ARE FRIENDS CONSUMERS, THEY’RE JUST PEOPLE CONSUMER IS IN CHARGE AND YOU ARE IN IT’S LIKE THE BAZAR CONVERSATION WITH CONVERSATION, NOT YOUR CONSUMER? ABOUT BRANDS dinsdag 8 februari 2011
  • 11. BRANDS HAVE NO PLACE BRANDS DON’T HAVE A BRAND MYTHS PROTECT PLACE IN ONLINE COMPANY AGAINST CONVERSATIONS PRODUCT DEFECTS VALUE IN SOCIAL ON SOCIAL NETWORKS, NETWORK= FACTS AND INDIVIDUALS DON’T GET VALUE CREATION REPUTATION BY REPEATING BRAND BRANDS= NOT VALUE MESSAGES, BUT BY PROVIDING REAL INFO PRODUCTS= VALUE (“GREAT SHOES”) dinsdag 8 februari 2011
  • 12. PRODUCTS IN CONVERSATIONS YOU CAN SUPPLY PEOPLE COMPANY CAN SUPPORT WITH REAL INFO ABOUT THE NETWORK OF PRODUCTS SO THEY CAN PEOPLE INSTEAD OF EDUCATE THEIR FRIENDS TRYING TO REPLACE IT GOAL IS NOT TO GET ACTUALLY HAVE A REAL FRIENDS AS A COMPANY CONVERSATION: HONEST GOAL IS TO GET PEOPLE MAKE SURE SOMETHING (FANS?) TO BEFRIEND REAL IS GOING ON EACH OTHER INSIDE THE COMPANY dinsdag 8 februari 2011
  • 13. SOCIAL MEDIA’S PURPOSE SOCIAL MEDIA PURPOSE: IF COMPANY HAS R&D, CREATE AND EXCHANGE PRODUCTION, ETC: JUST VALUE DIRECTLY LET THEM BE WHO THEY AMONGST PEOPLE ARE. A COMPANY CAN ONLY THESE ARE GOOD TIMES: WIN IN SOCIAL MEDIA IF REALLY VALUABLE THEY CAN HELP PEOPLE PRODUCTS WILL START TO DO THAT. TO MARKET THEMSELVES dinsdag 8 februari 2011
  • 14. NOW THAT WE KNOW WHAT MARKETING IS, LET’S RECONSIDER ADVERTISING dinsdag 8 februari 2011
  • 15. REACHING CUSTOMERS WHAT IS THE POINT dinsdag 8 februari 2011
  • 17. A FEW EXAMPLES OF MARKETING WITHOUT ADVERTISING dinsdag 8 februari 2011
  • 18. CONTENT MARKETING IF YOU HAVE GREAT PRODUCTS, JUST SHOW THEM dinsdag 8 februari 2011
  • 19. WORD OF MOUTH THE CUSTOMER BECOMES YOUR MARKETING DEPARTMENT dinsdag 8 februari 2011
  • 20. COMMUNITY ENABLING BE THERE WHEN THEY NEED YOU dinsdag 8 februari 2011
  • 21. RANDOM ACTS OF KINDNESS KLM LEARNED THE VALUE OF A SMILE dinsdag 8 februari 2011
  • 22. YOUR CORPORATE IDENTITY ZAPPOS IS FAMOUS FOR WHO THEY ARE AS A COMPANY dinsdag 8 februari 2011
  • 23. EDUCATE YOUR INDUSTRY MICROSOFT IS TEACHING DEVELOPERS HOW TO CODE dinsdag 8 februari 2011
  • 24. BE FINDABLE PEOPLE WANT TO BUY STUFF, MAKE SURE YOU’RE AVAILABLE dinsdag 8 februari 2011
  • 25. CUSTOMER SERVICE CUSTOMER SERVICE IS NOT A COST, IT IS EVERYTHING dinsdag 8 februari 2011
  • 26. SHARE YOUR VALUES LACKING PRODUCT DIFFERENTIATION, PEOPLE CHOOSE COMPANIES THEY CAN IDENTIFY WITH dinsdag 8 februari 2011
  • 27. ORGANIZE EVENTS LET PEOPLE HAVE A GOOD TIME dinsdag 8 februari 2011
  • 28. LET THEM BE PART OF YOU PEOPLE LOVE TO BE VALUED dinsdag 8 februari 2011