So what changed?


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The slides from my presentation at TedxNewtown in Johannesburg - What I said can be found on my blog at Its mostly about how to think about marketing in the "new" era.

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  • Once upon a time People found that they had something that other people wanted. They took it to the place that those people were. and if people liked what they saw - they told their friends And soon - many people came to buy and to sell. Today I want to talk about paradigms, about marketing and about the internet and why it changes everything and why everything is still the same. geoftheref
  • We find it easier as human beings to bring order and structure to our world by classification. We arrange our thoughts and ideas into boxes so that we can understand them and so that we can pass them around. We may call these boxes paradigms, paradigms are a theroretical framework of any kind. Sometimes however the most useful way to understand stuff is to see it outside of the box, and so we get that phase so loved by people “breaking the paradigm.” [Soren]
  • Ask anyone about marketing and what its is and you will soon get the four P’s product place promotion price the famous marketing toolkit, the way these are mixed together determining how we get our products to market. Inevitably in this discussion we will talk about brands. seahorse of the night .
  • Brands and branding. The assumption underlying a huge part of the marketing process and underlies brand management is that we can manipulate and influence the way people relate to our products and services. That we can attach a meaning that we desire to a product and that people will believe it and eventually become loyal to it. Brand therefore have a physical dimension (its performance) and an emotional attachment. Peter Drucker said that the power of brands comes from the fact that people dont have information.
  • People use them to spread ideas. But when we spread ideas and share our thoughts we give people the power of our ideas. There are really three souces of power
  • The power of violence - AK47 - its influence is mostly negative and it almost totally removes choice. Power comes out of the barrel of a gun. foto_morgana's photostream
  • The power of money (pic) pretty girl.) often we call it the golden rule - he who has the money makes the rules. money can be used for both good and evil
  • And finally we have the power of knowledge, of information. This is the most purest form of power and the great thing about it is that in the final analysis knowlege is free. Even trade secrets and propreity product knowledge eventually is available to everyone. example If two companies went out to research the same product or market - they would get the same result.
  • I leave that thought hanging to introduce a further thought, that of modern management. It is no accident that our corporations are run by effeceincy experts. Accountants and engineers. This is because the way you won the game in the last few hundred years was to improve process. In fact there are only two ways a company can improve its finacial results - through improving effeceincy (using its assets better) and getting more, new or keeping customers. Ever wonder why marketing budgets drop during reccession.
  • so we manage our businesses around control. Management by exception we call it - we set a process in place and while it runs like we expect it to we leave it alone. As long as you run within a budget to large extent noone cares. Pity because all the paradigm breaking stuff happens on the edge.
  • In the land of the blind the one eyed man is king. The current marketing paradigm and branding process is based on this. As a business I control the information so or rather I have more info than my customers. For low interst product catergories this is how branding works. The brand is just a symbol for prior learning I buy the brand of tea I buy cause I always have.
  • so for years we have followed the guidelines we learned from the industrial revolution sell standardised products to the biggest market segments we can define In the words of Seth Godin we sell average products to average people, and we spread our ideas using the most effeceint medium we can - TV and things like TV a one way channel with reach, and we repeated the message over and over again until people believed us. and we got loyalty. Until some found out that loyalty has less to do with brands and more to do with people. Some people are just loyal and others not.  
  • In the TED Video you just saw we heard Clay Shirky trace the four powerful forces that have changed the way we communicate over the last five centuries, to remind you - he listed them as the printing press, the telephone, TV and the internet. And what were their influence on marketing.?
  • and the internet arrived. and please dont give me the “rolled eyes” bit and say that its not true for places like South Africa that only 5 million people have internet access. The people who have internet connection on thier desks at work, consider that around 30% of South African’s access user generated content on thier cell phones on a daily basis - Connected to each other via the internet. 50 million cell phone connections.
  • The internet has connected people, it has made ideas and information AND opinion searchable and has provided the cheapest way to publish ideas ever invented. and information has become free, news is free, and the knowledge is in the crowd not the hands of the corporations, the governments and so on - Just ask the local officials in china after the earth quake
  • So everything we know about branding and marketing is wrong. Because we dont control the information flow, becuase no matter how much you tell soemone who knows better that your brand does xyz unless it does they wont believe you, so the brand is totally in the hands of the consumer. Getting eyeball doesnt work becuase of clutter and because of time restraints. And marketing, a term only invented during the 1960s - a paradigm younger than me is based on the power of one way communication, TV and things like TV is BROKEN.
  • But the core of the marketing task is not: give people what they want. Build products and services that deliver. Spread the word. and the internet, whether acessed via a Macbook, an netbook or a mobile phone has produced the most powerful idea spreading technology ever invented, people around the world are more effeceintly connected than ever before, and if there is soemthing remarkable you will do they will tell a friend (pic social bookmarking) New marketing is based on producing good stuff that people want, and getting the word to spread through the networks. Lets talk about a recent south african example. Daniel Raphael Cooper, the Sorry Shutter
  • So what changed?

    1. 1. Walter Pike So... what changed ? geofthere f geoftheref
    2. 3. Paradigms [Soren]
    3. 4. <ul><li>Marketing </li></ul><ul><li>Product </li></ul><ul><li>Place </li></ul><ul><li>Price </li></ul><ul><li>Promotion </li></ul>Spreading Ideas seahorse of the night
    4. 5. Brands and Branding Managing Perceptions
    5. 6. Power
    6. 7. Violence morgana's photostream
    7. 8. Money
    8. 9. Knowledge
    9. 10. Process efficiency
    10. 11. Control
    11. 12. “ In the land of the Blind”
    12. 13. Listening ? Loyalty? Winning the game
    13. 14. Are they still listening?
    14. 15. Connections and Everywhere
    15. 16. Information is Searchable and Free
    16. 17. So what do we do now? Now that we have lost control
    17. 18. Make stuff that people want
    18. 19. Stuff they want and will talk about
    19. 20. Back to the beginning
    20. 21. [email_address]