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(Graham Brown mobileYouth) The Next 10 Years

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The Next 10 Years of Marketing. Industrial Pipelines vs Network Platforms. How will brands survive and customers cope? Graham Brown of mobileYouth.org tells the story. ...

The Next 10 Years of Marketing. Industrial Pipelines vs Network Platforms. How will brands survive and customers cope? Graham Brown of mobileYouth.org tells the story.

FREE YOUTH TRENDS REPORTS
http://www.youthtrendsreport.com

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(Graham Brown mobileYouth) The Next 10 Years (Graham Brown mobileYouth) The Next 10 Years Presentation Transcript

  • ...the Next 10 years by Graham Brown mobileYouth.org
  • 06/02/09 The most powerful man in the world is a black man
  • 06/02/09 The most successful hip hop artist is white
  • 06/02/09 The richest golfer is black
  • 06/02/09 The president of Iceland is a Lesbian
  • 06/02/09 The world’s most successful Olympian hits the bong
  • 06/02/09 ...now do you believe we’re in the 21st century or not?
  • 06/02/09 change This is an era of
  • 06/02/09 So much of what didn’t work has changed
  • 06/02/09 changed
  • 06/02/09 Levi’s has been
  • 06/02/09 2040 China: world’s biggest economy
  • 06/02/09 no more...
  • 06/02/09 There are more middle class consumers in India than there are people in the US
  • There are more young people owning mobiles than there are people of all ages on the internet
  • 06/02/09 we’ve only just star te d
  • 06/02/09 Yet...
  • 06/02/09 We are still stuck in the 20 th Century
  • 06/02/09 We still punish students for sharing in the exam hall
  • 06/02/09 How many managers could survive today without cooperating ?
  • 06/02/09 We reward all round performance at school
  • 06/02/09 When was the last time you looked for an accountant who was also a good cook?
  • 06/02/09 The school bell starts the day
  • 06/02/09 just like the factory
  • 06/02/09 The DNA of the Industrial Era still dominates education
  • 06/02/09 And the DNA of the Industrial Era still dominates marketing
  • 06/02/09 They still think Pepsi is the choice of today’s generation
  • 06/02/09 They still think they own the brand
  • 06/02/09 They still think that customers wake up thinking about that brand
  • 06/02/09 they’re talking social media engagement mobile web2.0 etc etc but they’re still walking the industrial walk
  • 06/02/09 Interrupting
  • 06/02/09 marketing to
  • 06/02/09 counting the 6% success rate not the 94% failure rate
  • 06/02/09 handing marketing over to the marketing department
  • 06/02/09 campaigning for awareness
  • 06/02/09 ...market share
  • 06/02/09 talking ‘bout Value Chains
  • 06/02/09 ...“End Users”
  • 06/02/09 ...and believing that marketing’s role is to support the organization
  • 06/02/09 this is a pipeline leading nowhere
  • 06/02/09 they’ve stopped listening to us and started listening to each other
  • 06/02/09 stopped trusting our words
  • 06/02/09 found new ways to turn us off
  • 06/02/09 but it hasn’t put the most resilient of diehards off
  • 06/02/09 they’ve started invading every available piece of real estate to grab your attention your message here
  • 06/02/09 they’ve funked up to get down with youth
  • 06/02/09 taking over your events
  • 06/02/09 ...and they’ve started “listening”
  • 06/02/09 and talking about how “customer centric” they are
  • 06/02/09 and they’re plotting their next viral video
  • 06/02/09 but what they don’t know is
  • 06/02/09 it’s all a waste
  • 06/02/09 because once customers have forgotten about that video, they have to start all over again
  • 06/02/09 which is great for the agencies
  • 06/02/09 as long as their DNA is by nature industrial , they’ll continue to Pipeline
  • 06/02/09 be my Facebook friend?
  • 06/02/09 Let’s talk text, it‘s what you kids love
  • 06/02/09 and if you don’t believe me then ask yourself what exactly was going on in the mind of the organization when these were made?
  • 06/02/09
  • 06/02/09
  • 06/02/09
  • 06/02/09 proof enough they’re not thinking about consumers?
  • 06/02/09 you can call it social media but as long as you’re a pipeline you still rely on flooding the market
  • 06/02/09 We live in a network era awash with industrial brands served by industrial agencies relying on industrial tactics using industrial metrics
  • 06/02/09 So... Who’s getting it right?
  • 06/02/09 Platforms
  • 06/02/09 Platforms stopped listening
  • 06/02/09 stopped listening to focus groups
  • 06/02/09 stopped listening to customers
  • 06/02/09 and started a dialogue
  • 06/02/09 kicked managers out of their offices and sent them to events
  • 06/02/09 ..which they didn’t sponsor but created themselves
  • 06/02/09 because we rely on the market research numbers when we lack the confidence to make the decisions
  • 06/02/09 how can we be confident we’re doing the right thing when we avoid contact with our customers?
  • 06/02/09 Platforms market with
  • 06/02/09 Platforms understand marketing is not a department, it’s a mindset
  • 06/02/09 Platforms don’t campaign they leave a legacy
  • 06/02/09 Platforms don’t need CMOs they have CEOs who are outstanding marketers
  • 06/02/09 Platforms focus on share of customer
  • 06/02/09 Platforms are the social fabric that connects customer with customer
  • 06/02/09 Platforms believe the organization’s raison d’etre is to support marketing
  • 06/02/09 Platforms serve a market beachhead not the mass market
  • 06/02/09 Platforms sell their values not their brand
  • Platforms sell Social Currency not products
  • 06/02/09 Platforms don’t need an “About” page on their website
  • 06/02/09 rather than talking about it, Platforms do customer-centricity
  • 06/02/09 Which is all a lot to take in because where do advertising, campaigns and all that fit in with platforms?
  • 06/02/09 The same way exam halls fit into the needs of modern education
  • 06/02/09 ...they don’t
  • 06/02/09 because the world doesn’t need another brand
  • 06/02/09 ... which isn’t great for agencies
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  • Come meet mobileYouth® on our world tour 2009 http://www.slideshare.net/mobileyouth/mobileyouth-speaking-schedule-2009-presentation Amsterdam, Athens, Barcelona, Brazil (tbc), Kuala Lumpur, London, New York (tbc), Tokyo, Toronto (tbc), Singapore, South Africa, Switzerland (tbc)
  • The Youth Marketing Workout 2009 New webinar to share ideas on youth marketing and trends http://www.slideshare.net/mobileyouth/youth-marketing-trends-workout-webinar-1-presentation
  • 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
  • “ ghosts of a steam train echo down my track”
    • Dedicated to those writers whose ideas I have shamefully stolen to make this possible * 180360720 by Helge Tenno
    • Barking Robot by Derek Baird * Big Brand on Campus by Benjamin Leis
    • Blog & Buzz Marketing by Emmanuel Vivier * Canadian Univ Marketing by Morgan Coudray * China Youth Watch by China Youthology * Crack Unit by Iain Tait * Gen Y Marketing by Greg Rollett * Hard Knox Life by Dave Knox * How to Break Anything by Kyle Studstill * Mediasnackers by DK
    • Mike Arauz * Millenial Marketing by Carol Phillips * Reach Students by Luke Mitchell * Ruby Pseudo Wants a Word by Ruby Pseudo * Servant of Chaos by Gavin Heaton * Shaping Youth by Amy Jussel * TeenLab at Alcatel Lucent by Jennifer Carole * The Marketing Student by David Fallarme
    • This is Herd by Dirk Singer * Three Billion by Paul MacGregor * Tyler Reed Seth Godin Harry Beckwith
    • Graham Brown