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

1. ...the Next 10 years by Graham Brown mobileYouth.org

2. 06/02/09 The most powerful man in the world is a black man

3. 06/02/09 The most successful hip hop artist is white

4. 06/02/09 The richest golfer is black

5. 06/02/09 The president of Iceland is a Lesbian

6. 06/02/09 The world’s most successful Olympian hits the bong

7. 06/02/09 ...now do you believe we’re in the 21st century or not?

8. 06/02/09 change This is an era of

9. 06/02/09 So much of what didn’t work has changed

10. 06/02/09 changed

11. 06/02/09 Levi’s has been

12. 06/02/09 2040 China: world’s biggest economy

13. 06/02/09 no more...

14. 06/02/09 There are more middle class consumers in India than there are people in the US

15. There are more young people owning mobiles than there are people of all ages on the internet

16. 06/02/09 we’ve only just star te d

17. 06/02/09 Yet...

18. 06/02/09 We are still stuck in the 20 th Century

19. 06/02/09 We still punish students for sharing in the exam hall

20. 06/02/09 How many managers could survive today without cooperating ?

21. 06/02/09 We reward all round performance at school

22. 06/02/09 When was the last time you looked for an accountant who was also a good cook?

23. 06/02/09 The school bell starts the day

24. 06/02/09 just like the factory

25. 06/02/09 The DNA of the Industrial Era still dominates education

26. 06/02/09 And the DNA of the Industrial Era still dominates marketing

27. 06/02/09 They still think Pepsi is the choice of today’s generation

28. 06/02/09 They still think they own the brand

29. 06/02/09 They still think that customers wake up thinking about that brand

30. 06/02/09 they’re talking social media engagement mobile web2.0 etc etc but they’re still walking the industrial walk

31. 06/02/09 Interrupting

32. 06/02/09 marketing to

33. 06/02/09 counting the 6% success rate not the 94% failure rate

34. 06/02/09 handing marketing over to the marketing department

35. 06/02/09 campaigning for awareness

36. 06/02/09 ...market share

37. 06/02/09 talking ‘bout Value Chains

38. 06/02/09 ...“End Users”

39. 06/02/09 ...and believing that marketing’s role is to support the organization

40. 06/02/09 this is a pipeline leading nowhere

41. 06/02/09 they’ve stopped listening to us and started listening to each other

42. 06/02/09 stopped trusting our words

43. 06/02/09 found new ways to turn us off

44. 06/02/09 but it hasn’t put the most resilient of diehards off

45. 06/02/09 they’ve started invading every available piece of real estate to grab your attention your message here

46. 06/02/09 they’ve funked up to get down with youth

47. 06/02/09 taking over your events

48. 06/02/09 ...and they’ve started “listening”

49. 06/02/09 and talking about how “customer centric” they are

50. 06/02/09 and they’re plotting their next viral video

51. 06/02/09 but what they don’t know is

52. 06/02/09 it’s all a waste

53. 06/02/09 because once customers have forgotten about that video, they have to start all over again

54. 06/02/09 which is great for the agencies

55. 06/02/09 as long as their DNA is by nature industrial , they’ll continue to Pipeline

56. 06/02/09 be my Facebook friend?

57. 06/02/09 Let’s talk text, it‘s what you kids love

58. 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?

59. 06/02/09

60. 06/02/09

61. 06/02/09

62. 06/02/09 proof enough they’re not thinking about consumers?

63. 06/02/09 you can call it social media but as long as you’re a pipeline you still rely on flooding the market

64. 06/02/09 We live in a network era awash with industrial brands served by industrial agencies relying on industrial tactics using industrial metrics

65. 06/02/09 So... Who’s getting it right?

66. 06/02/09 Platforms

67. 06/02/09 Platforms stopped listening

68. 06/02/09 stopped listening to focus groups

69. 06/02/09 stopped listening to customers

70. 06/02/09 and started a dialogue

71. 06/02/09 kicked managers out of their offices and sent them to events

72. 06/02/09 ..which they didn’t sponsor but created themselves

73. 06/02/09 because we rely on the market research numbers when we lack the confidence to make the decisions

74. 06/02/09 how can we be confident we’re doing the right thing when we avoid contact with our customers?

75. 06/02/09 Platforms market with

76. 06/02/09 Platforms understand marketing is not a department, it’s a mindset

77. 06/02/09 Platforms don’t campaign they leave a legacy

78. 06/02/09 Platforms don’t need CMOs they have CEOs who are outstanding marketers

79. 06/02/09 Platforms focus on share of customer

80. 06/02/09 Platforms are the social fabric that connects customer with customer

81. 06/02/09 Platforms believe the organization’s raison d’etre is to support marketing

82. 06/02/09 Platforms serve a market beachhead not the mass market

83. 06/02/09 Platforms sell their values not their brand

84. Platforms sell Social Currency not products

85. 06/02/09 Platforms don’t need an “About” page on their website

86. 06/02/09 rather than talking about it, Platforms do customer-centricity

87. 06/02/09 Which is all a lot to take in because where do advertising, campaigns and all that fit in with platforms?

88. 06/02/09 The same way exam halls fit into the needs of modern education

89. 06/02/09 ...they don’t

90. 06/02/09 because the world doesn’t need another brand

91. 06/02/09 ... which isn’t great for agencies

100. 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)

101. 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

102. 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

103. “ ghosts of a steam train echo down my track”