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With the onset of 'free' things, the collaborative rent economy, and the 'democratization' of brands much of old marketing is dead. Can it still be revived

With the onset of 'free' things, the collaborative rent economy, and the 'democratization' of brands much of old marketing is dead. Can it still be revived

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  • 1. 1MARKETING IS DEADin.linkedin.com/in/rimjhimray/(t) @GlobeSlother
  • 2. 2Nobody watches MTVMicrosoft had 93% of the past and only 4% of the futureBroadcast TV is dead
  • 3. 3Free is the new Premium
  • 4. 4The Milennials and the Gen Z are a strange bunch ofkids• Online• Hates Corporates• Wired• Asocial• Rent rather than buy• Loves Parents• Barter happy
  • 5. 5Attention is a scarce Commodity
  • 6. 6You do not own your brandBrand CommunismDove’s Real Beauty CampaignAnd the Internet memes
  • 7. 7So What Works?
  • 8. 8Noiseless Ads Do not interrupt. Resonate or respond Context based ads – Search Engine Marketing, Facebook ads, Linked Inpromotions, Twitter Promoted Tweets
  • 9. 9On-demand advertising Turner broadcasting has launched TV in Context where ads are matched to content.Eg mobile ads inserted in movies on bikers Clear channel launched this for TV Mobile advertising- location based or based on data from advanced sensors suchas temperature etc Think Tangentially- Even Mumbai Locals serve contextual ads. What about VoD orcustomised media such as in-store media or airport lounges.
  • 10. 10Tell a story that resonates
  • 11. 11Earned Media Over Paid Media
  • 12. 12Give More than You Take
  • 13. 13Invest in Communities
  • 14. 14Break the Rules•Accenture pays a tribute to mothers andIBM’s Watson has to cook for a living•While marketing in a new world, lookbeyond target market. Think of a 360degree, immersive connect•Expand the target audience. Thinkcommunity•Dare to infuse craziness into yourmarketing
  • 15. 15Communize the Brand
  • 16. 16Thank YouRimjhim Rayin.linkedin.com/in/rimjhimray/(t) @GlobeSlother