PiKE New Marketing 2010 (slightly revised)
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New marketing is more than the technology- its a new way of thinking about marketing.
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PiKE New Marketing 2010 (slightly revised)
- 1. Photo: by binaryape The game changed…
- 2. We didn't need brands. We knew that Hans made the best cheese. Hans was the brand.
- 3. Finding stuff people want, Finding a way of getting it to them and Getting them to talk about it.
- 4. Winning at industrialisation Economies of scale - Making average stuff for average people
- 5. Broadcast dominated So we bought eyeballs . . .and interupted. Photo by Bill on Capitol Hill
- 6. We could create brands They listened, They believed you . . . and the message spread Photo: by Ilya
- 7. Do you wonder why we don’t trust advertising?
- 8. We will never again regain control of our brands.
- 9. Your brand is what the connected crowd say it is! Photo: by twose
- 10. Please don’t tell me that South African’s aren’t connected. whiteafrican
- 11. A new game with new rules Experiences Relationships Conversations Fans
- 12. The internet is word of mouth on steroids deliver the experience and the word will spread… They will tell thier friends
- 13. Searchi ng
- 14. Listening All relationships start with honesty - trust.
- 15. Understandi ng
- 19. The game has changed . . . the beach is still empty - claim your space.
- 20. PiKE www.pike.co.za Making sense of brands in an always on always connected world.
Editor's Notes
- I want to talk to you about marketing. I want to talk to you about the internet, I want to talk to you about what the internet has done to the principles that underline your understanding of the marketing. I will talk about digital marketing and social media - not because its the new silver bullet. But because it changed the game. I want you to know that the game has changed because you are not going to win you walk onto the soccer pitch with a rugby ball.
- When you think of marketing - what comes to mind? The 4 p’s PPPP. Advertising. Getting someone to buy your stuff. changing perceptions. startegic bran management Well if you are going to understand marketing in the new world - new marketing I call it you are going to need to forget all that - so lets look at the history
- The Yuppie Chef story illustrates one of the key trends and that is the erosion of our ability to control our brands. we could in the past because we were the only source of information, our customers were ignorant and because they believed us - now we know that only about 12% of people trust advertising. But also because the new media is global, ubiquitous and cheap.
- steroids
- Now is the time. The game has changed - but the core principles of marketing established centuries ago, in the markets in Phoenicia still apply. Find stuff… 20th century marketing was really an aberration - created for the industrial age - and the effective use on the most important technology of its time.
- New marketing is going to be a 1000% more effective, its more natural - more real and will make sure the real winners are the people who focus on delivering customer value - and allow their brands to develop as our customers tell their friends PiKE is a new marketing - etc