experiencesThe 7th Era of Marketing

@Robert_Rose Chief Strategy Officer, Content
Marketing Institute www.7thEraOfMarketing.com

What do you really do?

First, let’s see how we
got here.

20 years ago - this
was the internet

One upon a time, 20
years ago…

This was the internet. And
we danced to this.

In other words, we are
now to 1995, what 1995 was to…

Is “delight” really out of
reach?

Because if you thought the
last 5 years were interesting…

What’s your 2020
Marketing Plan?

You’re closer
to 2020 than…

You’re closer
to 2020 than…

You’re MUCH closer to 2020
than…

You’re closer to 2020 than…

You’re closer to 2020 than…

You’re closer to 2020 than…
Almost >

But things
change quickly
Maybe….

Internet Population 2010 - 1.2
Billion 2020 - 5 Billion

Where does that leave our
question?

What do you really do?

Washington Market, New York, 1865

Where is Content Marketing?

Where is Content Marketing?

Where is Content Marketing?

Where is Content Marketing?

Where is Content Marketing? It’s
been infused throughout.

What Do You Really Do?

Consumers
Have Adapted.
We haven’t.

Let’s Not Wait For The
Trainwreck

Let’s Evolve.

“In the coming decade, marketing
will be re-engineered from A to Z. Marketers will need to rethink, fundamentally, the processes by which they identify, communicate and deliver customer value.” Philip Kotler, 1999 Kotler on Marketing

What has changed for marketing?
1. Evolution of customer relationship 2. Democratization of content & experiences 3. Marketing’s evolution in the business

The disruption of digital… “Relationship”
expectations have changed Loyalty is to the approach - not the product 1. The relationship has evolved…

The slow death of “reach
and frequency” The ease of publishing fosters “small marketing” It’s the power AND the risk of maintaining a brand audience 2. Democratization of content experiences

Evolve beyond organizing by technology
& channels Marketing must be the strategic differentiator We must adapt to create value, not just describe it 3. Marketing’s evolution in the business

“The purpose of business is
to create a customer. The business enterprise has two - and only two - basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Peter Drucker, 1954

Nothing & Everything Has Changed
Marketing doesn’t change content’s purpose. Content changes marketing’s purpose. We delight and build audiences as a means to evolve customers. We not only describe value, we create it.

What Have We Learned? Culture
is still having breakfast. But lunch may be coming. Silos suck. But content-as-a- function can unify 9 out of 10 “do content” but 3 out of 10 feel good about it Lack of strategy and a process is single biggest gap 60% vs. 7%

“If you can’t describe what
your doing as a process, you don’t know what you are doing.” - W. Edward Deming

What Do You Really Do?

Content
Creation
Management

Create

Don’t Plan A Campaign -
Create A Movement INSPIRE: because facts don’t change beliefs RECRUIT: one house, one street, one neighborhood, one city… PLAN: you’re building a product, not a project

Organize

Organize: Time To Focus The
Effort DEFINE: if it’s not real, it can’t be managed WRITE: Document it. Refer to it frequently CREATE: the process for content- driven experiences

Organize: Time To Focus The
Effort One leader Central, dedicated team Aligned to demand-gen Media lab team Creates content Innovation focused Small team Runs single content initiative Focused on data and insight

Manage

Manage: The Product of Content
If you start here, you’ll already be behind. MAP: stories and experiences. Simplify. Reduce content. (yes really) BUILD: content products, not campaigns OPERATE: like a media company, not like an internal agency

MEASURE

Measure: Content, Not The Teams
ASSESS: experiences. Don’t mistake the progress toward a goal, for success of the platform EVALUATE: experiences in context, not separately. BALANCE: your portfolio as you would any investment

How Many Steps In Your
Buyer’s Journey? X100 2,800 km X50 3,400 km It is infinite. Stop mapping every step to content. You won’t. And can’t. Instead, be remarkable at a few strategic touch points. Simplify.

The Buyer’s Journey Is Not
A Guided Tour Awareness Experiences (Feed interests and passions) Nurturing Experiences (Build trust and change beliefs) Loyalty Experiences (Illuminate shared values)

What Do You Really Do?

I Create Remarkable Experiences

THANK YOU
www.7thEraOfMarketing.com
@Robert_Rose
www.RobertRose.Net