Industrial  or  Social  :  What type of marketer are YOU?
“ We are moving from an era of one where  marketers find customers for their product s to one where  they need to find pro...
“ How we view the problem is  the problem”  Einstein
For each slide choose which statement ( A or B )  you most agree with. At the end, you’ll find out if you’re  INDUSTRIAL o...
(A) We are the  brand owners (B) We are the  brand custodians
(A) We  sponsor  events (B) We  create  events
(A) We want to be a  market leader (B) We want to be the  most relevant
(A) Marketing’s role is to help  sell our products (B) Marketing’s role is to  empower  customers already sold on our prod...
(A) Marketing is a  department (B) Marketing is a  mindset
(A) We call them  “end users” (B) We call them  “consumers”
(A) Marketing is what we do  to  our customers (B) Marketing is what we do  with  our customers
(A) Our competitors are those companies in  our category (B) Our competition is  everything  our customers spend time and ...
(A) Our market is the  mass market (B) Our market is a group of tightly defined  consumer beachheads
(A) Our consumer insight comes from  focus groups and the labs (B) Our consumer insight comes  from the streets
(A) Marketing is about creating  awareness (B) Marketing is about creating  relevance and building trust
(A) Marketing’s role is to  support our organization’s goals (B) The organization’s role is to  support our marketing’s ob...
(A) Marketing is defined by  campaigns (B) Marketing is defined by  relationships
(A) Our goal is  market share (B) Our goal is  share of customer
(A) The  marketing department  drives marketing (B)  Customers  drive marketing
(A)  Product development managers  evolve the products (B)  Customers  evolve the products
(A) Product appeal is all about  fun, cool and personalization (B) Product appeal is about maximizing  social currency
(A) Customer service is a  cost center (B) Customer service is our best marketing strategy
(A) We see our industry as a  “value chain” (B) We see our industry as an  “ecosystem”
(A) Product adoption requires educating the customer on  how it works (B) Product adoptions requires educating ourselves a...
(A) We target  early adopters  as the route to market (B) We target consumers  passionate about our product  as the route ...
(A) We are focused on our  highest spend customers (B) We are focused on our  highest lifetime spend  customers
(A) Corporate values are for the  PR department (B) Corporate values are an  integral part of our marketing
(A) We sell a  product (B) We sell a  lifestyle
If you answered with “ A ” your organization is  practising  INDUSTRIAL  marketing Low product adoption rates Price based ...
If you answered with “ B ” your organization is  practising  SOCIAL  marketing Grass roots movement  Projects define marke...
If you liked this presentation check out these mobileYouth presentations Click Here
Come meet mobileYouth ®  on our world tour 2009 http://www.slideshare.net/mobileyouth/mobileyouth-speaking-schedule-2009-p...
Add GB on Twitter grahamdbrown Add GB on Facebook  www.facebook.com/profile.php?id=569029896 Download more presentations @...
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(Graham Brown mobileYouth) Industrial or Social - what type of marketer are you?

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For over a century we have practised marketing based on industrial principles continuing to manifest its DNA in advertising, PR, marketing and product development. Marketing historians will look back on the beginning of the 21st century as the defining point at which social marketing finally gained the necessary tools - social media, the mobile phone and digital distribution to become a realistic proposition to deliver consumer value.

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Transcript of "(Graham Brown mobileYouth) Industrial or Social - what type of marketer are you?"

  1. 1. Industrial or Social : What type of marketer are YOU?
  2. 2. “ We are moving from an era of one where marketers find customers for their product s to one where they need to find products for their customers ”
  3. 3. “ How we view the problem is the problem” Einstein
  4. 4. For each slide choose which statement ( A or B ) you most agree with. At the end, you’ll find out if you’re INDUSTRIAL or SOCIAL
  5. 5. (A) We are the brand owners (B) We are the brand custodians
  6. 6. (A) We sponsor events (B) We create events
  7. 7. (A) We want to be a market leader (B) We want to be the most relevant
  8. 8. (A) Marketing’s role is to help sell our products (B) Marketing’s role is to empower customers already sold on our products
  9. 9. (A) Marketing is a department (B) Marketing is a mindset
  10. 10. (A) We call them “end users” (B) We call them “consumers”
  11. 11. (A) Marketing is what we do to our customers (B) Marketing is what we do with our customers
  12. 12. (A) Our competitors are those companies in our category (B) Our competition is everything our customers spend time and money on
  13. 13. (A) Our market is the mass market (B) Our market is a group of tightly defined consumer beachheads
  14. 14. (A) Our consumer insight comes from focus groups and the labs (B) Our consumer insight comes from the streets
  15. 15. (A) Marketing is about creating awareness (B) Marketing is about creating relevance and building trust
  16. 16. (A) Marketing’s role is to support our organization’s goals (B) The organization’s role is to support our marketing’s objectives
  17. 17. (A) Marketing is defined by campaigns (B) Marketing is defined by relationships
  18. 18. (A) Our goal is market share (B) Our goal is share of customer
  19. 19. (A) The marketing department drives marketing (B) Customers drive marketing
  20. 20. (A) Product development managers evolve the products (B) Customers evolve the products
  21. 21. (A) Product appeal is all about fun, cool and personalization (B) Product appeal is about maximizing social currency
  22. 22. (A) Customer service is a cost center (B) Customer service is our best marketing strategy
  23. 23. (A) We see our industry as a “value chain” (B) We see our industry as an “ecosystem”
  24. 24. (A) Product adoption requires educating the customer on how it works (B) Product adoptions requires educating ourselves about customer needs
  25. 25. (A) We target early adopters as the route to market (B) We target consumers passionate about our product as the route to market
  26. 26. (A) We are focused on our highest spend customers (B) We are focused on our highest lifetime spend customers
  27. 27. (A) Corporate values are for the PR department (B) Corporate values are an integral part of our marketing
  28. 28. (A) We sell a product (B) We sell a lifestyle
  29. 29. If you answered with “ A ” your organization is practising INDUSTRIAL marketing Low product adoption rates Price based competition High impact campaigns Focus on technological features High account management costs High customer churn Friction between product devt and marketing Benchmarking
  30. 30. If you answered with “ B ” your organization is practising SOCIAL marketing Grass roots movement Projects define marketing Prioritize dialogue Take risks Focus on social currency and advocacy Integrated product development and marketing Churn and loyalty key to marketing success
  31. 31. If you liked this presentation check out these mobileYouth presentations Click Here
  32. 32. Come meet mobileYouth ® on our world tour 2009 http://www.slideshare.net/mobileyouth/mobileyouth-speaking-schedule-2009-presentation
  33. 33. Add GB on Twitter grahamdbrown Add GB on Facebook www.facebook.com/profile.php?id=569029896 Download more presentations @ www.mobileYouthnet.com Follow the blog @ www.mobileYouth.org
  34. 34. Tweet me

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