We Either Evolve Or Die - English

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Presentation at Idea Forum 2008, Bucharest/Romania

Presentation at Idea Forum 2008, Bucharest/Romania

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  • 1. We either evolve or die Marketing is dead. Long lives Marketing! © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 2. Challenges. How
can
we
create
a+en,on
for
companies
and
brands
to
increase
their
relevance
 and
success
in
today’s
superpublic
and
hyperconnected
society?

 Can
we
find
a
clever
methodology
to
op,mize
marke,ng
and
communica,on
budgets
 and
to
solve
marketers
tasks?
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 3. Advertising works. But different. Change
from
linear
to
dynamic
marke3ng
and
adver3sing.
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 4. Integrated communications and huge media spendings are not the key anymore. © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 5. Accessing consumer opinions became mainstream. © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 6. We can‘t afford to ignore it. © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 7. Paradigm shift No. 1: Customer Interaction. Credibility
is
key.

 Marke3ng
superla3ves
have
to
be
backed
by
posi3ve
customer
experiences.

 Colleagues
 Family
 Peer
Groups
 Friends
 Me
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 8. How do customers tick today? © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 9. Paradigm shift No. 2: Customer Behavior. The
individual
consumer
is
not
to
be
fixed
on
one
single
profile
anymore.
 Situa,onal,
dynamic
structure
of
expecta,ons
 •  Completely
different
lifestyles
all‐in‐one
 •  Unpredictable
buying
behavior
 •  Smart
shopping
 •  Our
Job:
 Understand
and
appreciate
customers’
and
consumers’
expecta,ons
to
create
and
 design
individual
experiences
along
the
customer
touch
points.
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 10. Source:
Jackie
Huba/Church
of
the
Customer
Blog
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 11. The Hyperconnected – here they come! And
another
36%
will
be
joining
us
soon.

 Source:
IDC/Nortel
2008
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 12. The Hyperconnected – Usage patterns of devices and applications. A
blurring
boundary
for
business
and
personal
use.

 Source:
IDC/Nortel
2008
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 13. Implications for the industry. A
blurring
boundary
of
commercial
and
personal
products.

 Crossing
the
bridge:

Gaming
–
Genera,ons
–
Healthcare

 Source:
nintendo
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 14. Paradigm shift No. 3: Technology. Adver3sers
are
late
adopters
of
new
technologies.

 Our
Job!
 Source:
Aris
2007
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 15. The consumer decided for the Internet. What
about
the
adver3sers?

 *Germany,
UK,
Sweden,
Denmark,
Norway,
Netherlands,
Belgium,
France,
Italy,
Spain
 Source:
Jupiter,
EIAA,
IAB
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 16. Is it about the increasing complexity where to spend the advertising Dollars? © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 17. Is it all about where my consumers have gone? Source:
iA
2008
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 18. Paradigm shift No. 4: Media Landscape. Our
job:

 Keeping
on
track
with
new
and
emerging
channels,

 formats,
and
tools.
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 19. Conclusion. We
either
evolve
or
die.

 Frontal
penetra,on
and
bombardment
of
a
target
group
like
in
the
old
,mes
with
 Nivea
or
Persil
is
financially
hardly
possible
to
keep.

 Finding
target
groups
with
a
pure
channel
approach
is
not
possible
anymore.

 And
finally,
customers
today
do
only
believe
in
customers.
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 20. Summary. EVOLVE
>>>
 ad
sharing
 ad
skipping
 1.
AMen3on
 ad
ra3ng
 user
generated
 peer‐to‐peer
 high
cost
 2.
Crea3vity
 lower
cost
 impact
based,
 more
individual
 3.
Measurement
 impression
based
 involvement
 based
 Few
players,
 Open,
 4.
Adver3sing
 everything

 moderated
 Inventories
 under
control
 exchange
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008
  • 21. Thank You! Martin Cserba mcs@101worldwide.com 100
brains,
one
idea,
zero
boring.
 
 
















=
101
Worldwide
 © 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008