Marketing 0.0
Marketing is everything, everything is Marketing
Back to the origin

Years ago, Marketing didn’t exist as
such but was already an old practice
“Historical accounts of trade lead one to conclude
that marketing has always existed. Was the original
use of the term marketing merely an application of
a new name to an old practice?”
Bartels R., “The History of Marketing Thought,”, 1976

The fact is that marketing is but one of
several means of accomplishing a social
objective
“This objective is accomplished
by societies in different ways:
· reciprocity
· redistribution
· economy
· trade, and
· the market.”
Bartels R., “The History of Marketing Thought,”, 1976
source:www.nasa.gov

Customer knowledge and intimacy

Respected reputation
Cassio. Reputation, reputation, reputation! O! I have lost my
reputation. I have lost the immortal part of myself, and what remains
is bestial. My reputation, Iago, my reputation!
Lago. As I am an honest man, I thought you had received some
bodily wound; there is more offense in that than in reputation.
Reputation is an idle and most false imposition; oft got without merit,
and lost without deserving: you have lost no reputation at all, unless
you repute yourself such a loser.
Shakespeare, Othello, the Moor of Venice Act II. Scene III, 225-226.

Retail best practices

Service as part of the product experience

Social responsibility
The Magna Carta or \"Great Charter\" was
one of England's first documents
containing commitments by a sovereign to
his people to respect certain legal rights.
source:www.wikipedia.org

Then, progressively, we became
more sophisticated, more complex

Specialists helped us
We created Business Schools, Business gurus, even consultants!

We had many definitions of
Marketing
Marketing is the social process by which
individuals and groups obtain what they
need and want through creating and
exchanging products and value with
others
Kotler
Marketing is the management process
that identifies, anticipates and satisfies
customer requirements profitably -
The Chartered Institute of Marketing (CIM)
Marketing is the process whereby society,
to supply its consumption needs, evolves
distributive systems composed of
participants, who, interacting under
constraints - technical (economic) and
ethical (social) - create the transactions or
flows which resolve market separations
and result in exchange and consumption.
Bartles.

ROI Quality score Marketing metrics
Lead-gen Alignment Conjoint analysis
Relationship marketing Bounce rates Cconversion paths
Customer centric BHAG Market segmentation
Consumer initiated Paradigm Look and feel
marketing Thinking outside the box Synergy
KPI Accountability management Search engine optimization
Behavioral targeting Online kpi Enterprise marketing
Social networking Viral marketing Ad hoc
Reputation management Win-win Take it offline
Consumer generated media Integrated marketing At the end of the day
User generated content Lifelong value Search marketing
Link baiting Blog marketing B2B marketing
Key performance indicators Content syndication Calls to action
Branding Page stickiness Incremental
Brand identity Guerilla marketing Get on the same page
Conversion identification Online marketing Generation X
Online marketing budgets LinkedIn On the runway
Lifetime value Out-sourcing ....
SEM budgets Online video marketing
Metrics Online video promotion
Low-hanging fruit Direct marketing
Engagement metrics Debriefing
Demand creation Link building
Relevancy scoring Value proposition
Web 2.0 B2B SEM
Solution B2B SEO
Top of mind awareness Redeployed people
Mobile search
Feed management
False negatives
Value-added We invented buzzwords, tools and
Relationship building Email marketing
Longtail SEM many 2x2 matrix
Customer controlled Braindump
marketing Consumer oriented
Customer centricity marketing
Core competency Targeting
Semantic mapping Blog optimization
Widget marketing Widgets
Paradigm shifts Multi-level marketing
Unique online competitive Web analytics
advantage Scalable
Trend analysis Search engine marketing
Social bookmarking SEO
source:http://seo-space.blogspot.com/2007/01/top-100-marketing-buzzwords-of-2007.html

Major step-forward for Marketers
POWERPOINT by Microsoft

Is it not more simple?
Shouldn’t we focus on real essence of Marketing?

Marketing is not a corporate function...
it is a CORPORATE PHILOSOPHY

Based on few Vital Principles
1. Your Clients are your priority #1
2. You have a clear brand, respected by all your stakeholders
3. You manage to provide return on your investments
4. You lead the whole organization
5. You are socially responsible

Principle #1
THE CLIENT
Inspiration
Passion
Need
Emotion
Respect
Honesty
Truth
Dreams
Differences
Discussion

PRINCIPLE #2
THE BRAND
“Organizations can strengthen
their leadership brands by
working hard to translate
what they stand for in the
marketplace into a set of
managerial behaviors”
HBR, Managing for the long term, July-Aug 2007

PRINCIPLE #3
FINANCIAL PERFORMANCE
“Roughly one in six marketing
organizations uses some ROI
measurements, and those
companies anticipate growing
faster than
their primary competitors in the
upcoming year.”
Lenskold Group & MarketingProfs 2007 Marketing ROI
Process & Measurements Trend Study

President John F. Kennedy in his historic message to a joint session of
the Congress, on May 25, 1961 declared, \"...I believe this nation
should commit itself to achieving the goal, before this decade is
out, of landing a man on the Moon and returning him safely to the
PRINCIPLE #4
Earth.\" This goal was achieved when astronaut Neil A. Armstrong
became the first human to set foot upon the Moon at 10:56 p.m. EDT,
LEADERSHIP
July 20, 1969
source:www.nasa.gov

PRINCIPLE #5
SOCIAL RESPONSIBILITY
“ Typically the more closely tied
a social issue is to a companyʼs
business,the greater the
opportunity to leverage the firmʼs
resources–and benefit society”
HBR, Strategy & Society, Dec 2006

Thank you!
Presentation prepared by
Laurent Bouty
Contact: laurent.bouty@leadingworlds.com or www.linkedin.com/in/laurentbouty
Join Marketing Performance group on Xing.com or LinkedIn for more