Navigating theFuture of MarketingJonathan MacDonald
@jmacdonald
1 thought6 high-level observations3 high-level requirements1 core marketing challenge5 core action steps
1 thought6 high-level observations3 high-level requirements1 core marketing challenge5 core action steps
the world is digital every media is socialall technology is mobile
1 thought6 high-level observations3 high-level requirements1 core marketing challenge5 core action steps
1/6. brands areshaped in public
4.2b mobile handsets in use by 3.7b people                         56% of Kenyan bank accounts are mobile-only            ...
3/6. randomnessof consumerloyalty
4/6. lower accuracy of predictions
5/6. diverse and changeable segmentation
6/6. consumer expectation of real-time everything
1 thought6 high-level observations3 high-level requirements1 core marketing challenge5 core action steps
1/3. acceptance of external opinion,         outside of control
2/3. compatibility across   any machine & screen
3/3. agility in prediction & operation
1 thought6 high-level observations3 high-level requirements1 core marketing challenge5 core action steps
social capitalism:marketing in a socially acceptable way
1 thought6 high-level observations3 high-level requirements1 core marketing challenge5 core action steps
1/5. determine what the zeitgeist demands, regardless of what you provide
1/5. determine what the zeitgeist demands, regardless of what you provide2/5. assess levels of trust you truly have, not j...
1/5. determine what the zeitgeist demands, regardless of what you provide2/5. assess levels of trust you truly have, not j...
1/5. determine what the zeitgeist demands, regardless of what you provide2/5. assess levels of trust you truly have, not j...
1/5. determine what the zeitgeist demands, regardless of what you provide2/5. assess levels of trust you truly have, not j...
“the  best  way  to  predict  the          f2t2re  is  to  create  it”                                                   A...
thank youjonathan@thisfluidworld.com
Copernica DM Summit 2012: Jonathan MacDonald - Navigating the future of marketing
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Copernica DM Summit 2012: Jonathan MacDonald - Navigating the future of marketing

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All companies are now social, all traditional is now digital, and all digital is now mobile. This is the starting thought of Jonathan’s keynote session during the DM Summit. Discover the most important developments and trends in online (direct) marketing together with Jonathan. What is the one thing you should keep in mind in 2013 when setting up your campaigns? And where do your future challenges lie?

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Copernica DM Summit 2012: Jonathan MacDonald - Navigating the future of marketing

  1. 1. Navigating theFuture of MarketingJonathan MacDonald
  2. 2. @jmacdonald
  3. 3. 1 thought6 high-level observations3 high-level requirements1 core marketing challenge5 core action steps
  4. 4. 1 thought6 high-level observations3 high-level requirements1 core marketing challenge5 core action steps
  5. 5. the world is digital every media is socialall technology is mobile
  6. 6. 1 thought6 high-level observations3 high-level requirements1 core marketing challenge5 core action steps
  7. 7. 1/6. brands areshaped in public
  8. 8. 4.2b mobile handsets in use by 3.7b people 56% of Kenyan bank accounts are mobile-only 100% of Estonia parking is bought on mobile 50% of South Koreans use mobiles as credit cards 75% of Helsinki travel tickets are bought on mobile2/6. mobile is the 80%+ Haiti relief contributions via mobilepredominantconnectivity
  9. 9. 3/6. randomnessof consumerloyalty
  10. 10. 4/6. lower accuracy of predictions
  11. 11. 5/6. diverse and changeable segmentation
  12. 12. 6/6. consumer expectation of real-time everything
  13. 13. 1 thought6 high-level observations3 high-level requirements1 core marketing challenge5 core action steps
  14. 14. 1/3. acceptance of external opinion, outside of control
  15. 15. 2/3. compatibility across any machine & screen
  16. 16. 3/3. agility in prediction & operation
  17. 17. 1 thought6 high-level observations3 high-level requirements1 core marketing challenge5 core action steps
  18. 18. social capitalism:marketing in a socially acceptable way
  19. 19. 1 thought6 high-level observations3 high-level requirements1 core marketing challenge5 core action steps
  20. 20. 1/5. determine what the zeitgeist demands, regardless of what you provide
  21. 21. 1/5. determine what the zeitgeist demands, regardless of what you provide2/5. assess levels of trust you truly have, not just based on sales figures
  22. 22. 1/5. determine what the zeitgeist demands, regardless of what you provide2/5. assess levels of trust you truly have, not just based on sales figures3/5. identify armies of fans who love what you do, regardless of influence
  23. 23. 1/5. determine what the zeitgeist demands, regardless of what you provide2/5. assess levels of trust you truly have, not just based on sales figures3/5. identify armies of fans who love what you do, regardless of influence4/5. facilitate and reward fans as a primary activity, not just in campaign
  24. 24. 1/5. determine what the zeitgeist demands, regardless of what you provide2/5. assess levels of trust you truly have, not just based on sales figures3/5. identify armies of fans who love what you do, regardless of influence4/5. facilitate and reward fans as a primary activity, not just in campaign5/5. fuel all activity plans by these 4 components, always
  25. 25. “the  best  way  to  predict  the   f2t2re  is  to  create  it”     Abraham Lincoln
  26. 26. thank youjonathan@thisfluidworld.com

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