The Future Of Marketing
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The Future Of Marketing

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Marketing, where have we come from and where are we going? A presentation delivered at Digitech Conference in Sydney July 09

Marketing, where have we come from and where are we going? A presentation delivered at Digitech Conference in Sydney July 09

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The Future Of Marketing The Future Of Marketing Presentation Transcript

  • Marketing, where have we come from, where are we going? Peter Harris Managing Director Colmar Brunton
  • Peter Harris Managing Director @ Colmar Brunton AUDITOR marketing RESEARCH Family man AMSRS aussie NEW MEDIA building relationships ASHES TRAGIC
  • The Future of Marketing
  • Past Source: PHD
  • Today Source: PHD
  • If what we’re doing is right, and if we give them the tools, young people will do the marketing and organising for us (and be better at it than we are)
  • Old way
  • New way
  • brands must go beyond broadcast
  • and become “facilitators”
  • Brands need to quit buying eyeballs, start connecting with their fans (viewers come and go, but fans fight for brand survival)
  • listen
  • measure
  • add value
  • “ In the slightly altered word of John F Kennedy’s inaugural address ...Ask not what your (community) can do for you, Ask what you can do for your (community)”
  • be remarkable
  • collaborate
  • conversational
  • FLICKR: Andreas Reinhold Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
  • 1. listen 2. measure 3. add value 4. be remarkable 5. collaborate 6. join the conversation
  • Where have we come from? Where are we going? Messages Conversations Big ideas, strategy & a lot of time Micro launches, insights, iterations Audience & eyeballs Communities Created by marketers Co-created with people Controlling Empowering Promises Actions Static Dynamic Transactional relationship Create communities of fans
  • The End Game Sales Retail Marketing HR Media Customer Community Customer Innovation Service PR Putting the customer at the heart of decision making
  • “It's not about you. It's about all of us"
  • Peter.harris@cbr.com.au twitter.com/peteraharris
  • Join the conversation