New Innovation and marketing models are required to match the Digi times. We need to engage with the tools to creating Closer consumer connection opportunities.

1. Marketing, where have we come
from, where are we going?
Peter Harris

2. The Future of Marketing

3. IMAGE from @22squared presentation

5. IMAGE from @22squared presentation

6. The media landscape has changed.

7. Past
Source: @willsh

8. Source: @willsh

10. Today
Source: @willsh

11. Some inconvenient truths
“In most categories a brand’s market share is stationary”
4 out of 5 categories seen as increasingly homogeneous
3x $ spent on discounting as ‘brand building’ in fmcg
0.5% average click-thru rate for banners
Less than 1 in 10 ads seen as different
4% response rate successful in DM
Sources: Andrew Ehrenberg; Copernicus Consulting; McKinsey

12. The consumer has changed.

13. Welcome to the participation economy
Source: @armano

15. The faces have changed.

18. Brand value has changed.

19. Old way
*Size of bubble = brand strength
Experience
Communications
Behaviour

21. #1 is McDonalds.com.au
#2 is Anti-Mcdonalds.com
#3 is McDonald’s Suppliers

22. The new way
*Size of bubble = brand strength
Experience
Communications Behaviour

23. The process has changed.

24. Old
Source: adapted by @ronnestam, @armano

25. New
Source: adapted by @ronnestam, @armano

26. The formula has changed.

27. Marketing 1.0
It’s about spamming 1,000,000 people to convert 100 people.
Source: Brandon Murphy from @22square

28. Marketing 2.0
It is about reaching the right 10 people who reach 100 people who reach 1,000 people.
Source: Brandon Murphy from @22square

29. Source: Brandon Murphy from @22square

30. “Building relationships
through our brands is the
future of marketing.”
Jim Stengel, CMO of P&G

32. 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)
Source: William Owen, Made by Many, Vinspired: Everyone Working Together Presentation

33. brands must go beyond broadcast
Source: @armano

34. and become “facilitators”
Source: @armano

35. Source: @congbo

38. listen

39. Source: @criticalmass, @shamberg measure

40. “
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)”
Source: @Congbo

41. Source: @criticalmass, @shamberg

42. be remarkable
Source: @criticalmass, @shamberg

43. collaborate

44. Source: @armano

48. 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

49. The End Game
Sales
Retail Marketing
HR Media
Customer
Community
Customer Innovation
Service
Source: adapted by @armano,
visualisation by @michaelbatistic PR
Putting the customer at the heart of decision making