Transformative shift in Marketing              Overestimate the               short term and               underestimate  ...
5           Transformative           shifts in Marketing3/6/2012
Scarcity                   to               Abundance3/6/2012   VinishJoshi@yahoo.com
Information3/6/2012   VinishJoshi@yahoo.com
Notion of search     It took 300 million websites for        search to become relevant3/6/2012         VinishJoshi@yahoo.com
280 exabyte’s of information created in2010, which is 50 times more informationthat was created in the history ofmankindEs...
Information                                 To                             Knowledge3/6/2012   VinishJoshi@yahoo.com
In future , we will move from Informationseeking to knowledge seeking society42 gm. of fat in a burger is informationThis ...
Bandwidth3/6/2012   VinishJoshi@yahoo.com
Click on the link generation            Always connected impacting           E-commerce & Entertainment3/6/2012           ...
Data is the                          new oil of                          the future3/6/2012   VinishJoshi@yahoo.com
Consumer behaviour will be information based                                               enabled by technology          ...
Unconnected           to           Connected3/6/2012    VinishJoshi@yahoo.com
Network to NetworkedMajority of software is designed forthe unconnected world.Every aspect of human behavior thatwas spent...
Notion of portability                                  In 1965 Sony came out with                                  Tummy T...
People of screenInternet is simply a mechanism to take our offline behaviorand make it relevant in online world 3/6/2012  ...
Leveraging Technology to Connect Opened‐up learning to multiple delivery methods - in‐campus, distance learning ,e‐Learni...
Leveraging Technology to Connect Perfected online fundraising by using social media       Embedded hardware & service so...
Leveraging Technology to Connect3/6/2012      VinishJoshi@yahoo.com
Leveraging Technology to Connect           An estimated 70 million viewers watched the first debate. People who           ...
Leveraging Technology to ConnectSalvaged the music business from declining CD’s sales        Delivered platform to conne...
Leveraging Technology to ConnectRevolutionized the video‐ sharing business               Turned 1 followed by 100 zeros ...
Seamless user experiences                                             Natural user interaction IMPACT                     ...
Control               to           Empowerment3/6/2012    VinishJoshi@yahoo.com
Notion of consumer control                                                A flash of magic light from across the room     ...
Interruption           to           Engagement3/6/2012        VinishJoshi@yahoo.com
Notion of InteractivityPunch Magazine cartoon print                    In 1969 Interactivity with telephone               ...
Top Down                     Relationships                     to                     Tribal3/6/2012                     R...
Me to We           Us to You3/6/2012     VinishJoshi@yahoo.com
Interaction with Media We like to Know                                 We Like to Connect We Like to See               ...
Interaction with Brands                 O.P.E.N                     On –Demand –accessible, self-                     di...
Packaged-goods            mentality to a             service and             experience              mentality3/6/2012   V...
Increasingly future of brands will beshaped by consumer emotionand experience3/6/2012       VinishJoshi@yahoo.com         ...
Content is King                   Content, Context                                   & Relevance is                       ...
Future of brands will be shaped by consumer                                   emotion and experience                      ...
Ownership                       to                     Access3/6/2012   VinishJoshi@yahoo.com
Less about                ownership                and more               about access3/6/2012   VinishJoshi@yahoo.com
Access points to Web Moving from controlled to open            system3/6/2012         VinishJoshi@yahoo.com
Eco System                 to             Ego System3/6/2012   VinishJoshi@yahoo.com
Servers                                   to                                   Clouds3/6/2012   VinishJoshi@yahoo.com
Connect                     cloud                   and crowd3/6/2012   VinishJoshi@yahoo.com
Moving from           buying copies             to getting               access3/6/2012   VinishJoshi@yahoo.com
ImmediacyPersonalization Authenticity   AttentionInterpretation                  Copy economy to Accessibility     access ...
It is about                        up-selling3/6/2012   VinishJoshi@yahoo.com
Pervasive display and universal connectivity                                             Mutuality not Monopoly IMPACT    ...
Like                                    to                                   Love3/6/2012   VinishJoshi@yahoo.com
Connect             to enable           Collaboration3/6/2012   VinishJoshi@yahoo.com
Create tools that connect not              campaigns that isolate3/6/2012              VinishJoshi@yahoo.com
Tools that connect                  Engagement                  Idea                  Product                  Advertising...
Tools to Connect                                        Marketer wants                                        consumers to...
Engagement Tools      My starbuckidea.com                     Coca- Cola3/6/2012              VinishJoshi@yahoo.com
Engagement Tools Ford Fiesta moments                           Volkswagen3/6/2012               VinishJoshi@yahoo.com
Idea ToolsNokia’s concept lounge                           Dell ideastorm.com  3/6/2012               VinishJoshi@yahoo.com
Product Tools  Cadbury Collaboration                                             Threadless         Factory3/6/2012       ...
Product Tools           Tesco                              Lays3/6/2012              VinishJoshi@yahoo.com
Advertising Tools     I Pod touch                                Coca-Cola           Pepsi                                ...
Distribution Tools             Southwest airlines3/6/2012         VinishJoshi@yahoo.com
Feedback Tools3/6/2012      VinishJoshi@yahoo.com
Advertising will come closer to information both in                                   terms of content & context          ...
Good- Bye    Broadcast.   HelloConversation3/6/2012         VinishJoshi@yahoo.com
What has                         not changed3/6/2012   VinishJoshi@yahoo.com
Trust3/6/2012   VinishJoshi@yahoo.com
3/6/2012   VinishJoshi@yahoo.com
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Five marketing trends in 2012

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Five transformative shift in marketing

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Five marketing trends in 2012

  1. 1. Transformative shift in Marketing Overestimate the short term and underestimate the long term3/6/2012 VinishJoshi@yahoo.com
  2. 2. 5 Transformative shifts in Marketing3/6/2012
  3. 3. Scarcity to Abundance3/6/2012 VinishJoshi@yahoo.com
  4. 4. Information3/6/2012 VinishJoshi@yahoo.com
  5. 5. Notion of search It took 300 million websites for search to become relevant3/6/2012 VinishJoshi@yahoo.com
  6. 6. 280 exabyte’s of information created in2010, which is 50 times more informationthat was created in the history ofmankindEstimated 667 Exabytes of information tobe created per day by 2013 3/6/2012 VinishJoshi@yahoo.com
  7. 7. Information To Knowledge3/6/2012 VinishJoshi@yahoo.com
  8. 8. In future , we will move from Informationseeking to knowledge seeking society42 gm. of fat in a burger is informationThis is 65% of your daily fat intake - isknowledge 3/6/2012 VinishJoshi@yahoo.com
  9. 9. Bandwidth3/6/2012 VinishJoshi@yahoo.com
  10. 10. Click on the link generation Always connected impacting E-commerce & Entertainment3/6/2012 VinishJoshi@yahoo.com
  11. 11. Data is the new oil of the future3/6/2012 VinishJoshi@yahoo.com
  12. 12. Consumer behaviour will be information based enabled by technology Visualization of information IMPACT Filtering information will be important as we move to digital society Move from Information society to knowledge society3/6/2012 VinishJoshi@yahoo.com
  13. 13. Unconnected to Connected3/6/2012 VinishJoshi@yahoo.com
  14. 14. Network to NetworkedMajority of software is designed forthe unconnected world.Every aspect of human behavior thatwas spent in offline world will shiftto online world. 3/6/2012 VinishJoshi@yahoo.com
  15. 15. Notion of portability In 1965 Sony came out with Tummy Television with different Sizes depending upon the size of Your tummy. 5 inch Sony for waist sizes 38 to 46 For smaller tummy buy 4 inch set. With personal ear plugs, the beauty of television so small that you can hide it under your pillow Reminds us of iPad3/6/2012 VinishJoshi@yahoo.com
  16. 16. People of screenInternet is simply a mechanism to take our offline behaviorand make it relevant in online world 3/6/2012 VinishJoshi@yahoo.com
  17. 17. Leveraging Technology to Connect Opened‐up learning to multiple delivery methods - in‐campus, distance learning ,e‐Learning andm-learning 3/6/2012 VinishJoshi@yahoo.com
  18. 18. Leveraging Technology to Connect Perfected online fundraising by using social media Embedded hardware & service solutions in thetools finance sectorU.S. President: Barak Obama Mayor : Michael Bloomberg 3/6/2012 VinishJoshi@yahoo.com
  19. 19. Leveraging Technology to Connect3/6/2012 VinishJoshi@yahoo.com
  20. 20. Leveraging Technology to Connect An estimated 70 million viewers watched the first debate. People who watched the debate on television overwhelmingly believed Kennedy had won, while radio listeners (a smaller audience) believed Nixon had won Barack Obama gets the Internet and social media the way that Kennedy got TV. Kennedy was built for TV and Obama is built for the Internet age. He had 3 million online donors during the election and 2 million people were passionate enough to create profiles on my.barackobama.com.3/6/2012 VinishJoshi@yahoo.com
  21. 21. Leveraging Technology to ConnectSalvaged the music business from declining CD’s sales Delivered platform to connect and expand friend/biz contactsApple CEO Steve Jobs Facebook: Mark Zuckerberg 3/6/2012 VinishJoshi@yahoo.com
  22. 22. Leveraging Technology to ConnectRevolutionized the video‐ sharing business Turned 1 followed by 100 zeros into cash cow (Googol)YouTube: Chad Hurley, Steve Chen & Jawed Karim Google: Sergey Brin and Larry Page 3/6/2012 VinishJoshi@yahoo.com
  23. 23. Seamless user experiences Natural user interaction IMPACT Content will be platform agnostic Mobile will increasingly drive real-time social media usage i.e. uploading photos, video, updates, etc. on the go3/6/2012 VinishJoshi@yahoo.com
  24. 24. Control to Empowerment3/6/2012 VinishJoshi@yahoo.com
  25. 25. Notion of consumer control A flash of magic light from across the room ( no wires, no cords) turns set on, off or change channels and you remain in your chairAd for first remote control ( 1969) SixDegrees.com was first social network website that lasted from 1997 to 2001 Allowed users to list friends, family members and acquaintances 3/6/2012 VinishJoshi@yahoo.com
  26. 26. Interruption to Engagement3/6/2012 VinishJoshi@yahoo.com
  27. 27. Notion of InteractivityPunch Magazine cartoon print In 1969 Interactivity with telephone conversation while watching TVIn 1879 Edison’s Telephonoscopetransmits light as well as soundMulti-Media or Multiple Media Interactivity between various mediums 3/6/2012 VinishJoshi@yahoo.com
  28. 28. Top Down Relationships to Tribal3/6/2012 Relationship VinishJoshi@yahoo.com
  29. 29. Me to We Us to You3/6/2012 VinishJoshi@yahoo.com
  30. 30. Interaction with Media We like to Know  We Like to Connect We Like to See  We Like to Tweet  We Like to Play  We Like to Buy  We Like to Collaborate3/6/2012 VinishJoshi@yahoo.com
  31. 31. Interaction with Brands O.P.E.N  On –Demand –accessible, self- directed & Instantly gratifying experiences Personal –meaningful interactions Engaging –relevant emotional experiences Networked –the exponential potential of consumers & communities3/6/2012 VinishJoshi@yahoo.com
  32. 32. Packaged-goods mentality to a service and experience mentality3/6/2012 VinishJoshi@yahoo.com
  33. 33. Increasingly future of brands will beshaped by consumer emotionand experience3/6/2012 VinishJoshi@yahoo.com Starbuck sells experience and not coffee
  34. 34. Content is King Content, Context & Relevance is King 3/6/2012 VinishJoshi@yahoo.com
  35. 35. Future of brands will be shaped by consumer emotion and experience Quality of engagement and not reach is important IMPACT Content will be as good as context it creates Brands will focus on context as relationships are valued and limited by nature3/6/2012 VinishJoshi@yahoo.com
  36. 36. Ownership to Access3/6/2012 VinishJoshi@yahoo.com
  37. 37. Less about ownership and more about access3/6/2012 VinishJoshi@yahoo.com
  38. 38. Access points to Web Moving from controlled to open system3/6/2012 VinishJoshi@yahoo.com
  39. 39. Eco System to Ego System3/6/2012 VinishJoshi@yahoo.com
  40. 40. Servers to Clouds3/6/2012 VinishJoshi@yahoo.com
  41. 41. Connect cloud and crowd3/6/2012 VinishJoshi@yahoo.com
  42. 42. Moving from buying copies to getting access3/6/2012 VinishJoshi@yahoo.com
  43. 43. ImmediacyPersonalization Authenticity AttentionInterpretation Copy economy to Accessibility access economy Embodiment Findability 3/6/2012 VinishJoshi@yahoo.com
  44. 44. It is about up-selling3/6/2012 VinishJoshi@yahoo.com
  45. 45. Pervasive display and universal connectivity Mutuality not Monopoly IMPACT Creating value at a very low cost Closed to open system3/6/2012 VinishJoshi@yahoo.com
  46. 46. Like to Love3/6/2012 VinishJoshi@yahoo.com
  47. 47. Connect to enable Collaboration3/6/2012 VinishJoshi@yahoo.com
  48. 48. Create tools that connect not campaigns that isolate3/6/2012 VinishJoshi@yahoo.com
  49. 49. Tools that connect Engagement Idea Product Advertising Distribution Feedback3/6/2012 VinishJoshi@yahoo.com
  50. 50. Tools to Connect Marketer wants consumers to engage with the brand to connect3/6/2012 VinishJoshi@yahoo.com
  51. 51. Engagement Tools My starbuckidea.com Coca- Cola3/6/2012 VinishJoshi@yahoo.com
  52. 52. Engagement Tools Ford Fiesta moments Volkswagen3/6/2012 VinishJoshi@yahoo.com
  53. 53. Idea ToolsNokia’s concept lounge Dell ideastorm.com 3/6/2012 VinishJoshi@yahoo.com
  54. 54. Product Tools Cadbury Collaboration Threadless Factory3/6/2012 VinishJoshi@yahoo.com
  55. 55. Product Tools Tesco Lays3/6/2012 VinishJoshi@yahoo.com
  56. 56. Advertising Tools I Pod touch Coca-Cola Pepsi Unilever3/6/2012 VinishJoshi@yahoo.com
  57. 57. Distribution Tools Southwest airlines3/6/2012 VinishJoshi@yahoo.com
  58. 58. Feedback Tools3/6/2012 VinishJoshi@yahoo.com
  59. 59. Advertising will come closer to information both in terms of content & context Brands will become experience creators IMPACT Value will not be what brand delivers to customers. It will be what brands co-create with customers Successful brands will solve consumer problems3/6/2012 VinishJoshi@yahoo.com
  60. 60. Good- Bye Broadcast. HelloConversation3/6/2012 VinishJoshi@yahoo.com
  61. 61. What has not changed3/6/2012 VinishJoshi@yahoo.com
  62. 62. Trust3/6/2012 VinishJoshi@yahoo.com
  63. 63. 3/6/2012 VinishJoshi@yahoo.com
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