The New Marketer

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Perspective on what new skills and core competencies will be required to thrive in the Marketing economy.

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The New Marketer

  1. 1. Presented by Transient Identiti The Making of the New Marketer The Path Forward to Capitalize on Workplace Opportunities
  2. 2. “ Advertising as we know it has no future.” (Source: Kirk Cheyfitz, Story Worldwide). <ul><li>42% of national advertisers have set up in-house ad agencies. (Source: ANA) </li></ul>
  3. 3. SOCIETAL SHIFTS
  4. 4. The Societal Shifts Redefining Going-to-Market Approach <ul><li>Demography is dead </li></ul><ul><ul><li>Technology content tends to be presented based on demographic characteristics instead of behavioral insights . </li></ul></ul><ul><li>Queens trump Kings (MOMOCRACY) </li></ul><ul><ul><li>The conversational sell around marketing often lacks intuitiveness in it’s approach </li></ul></ul><ul><li>Shift from institutional power to individual </li></ul><ul><ul><li>The sell-through process has lost its inherent control </li></ul></ul><ul><ul><li>70% of digital content will be generated by individuals by 2010 </li></ul></ul><ul><li>Cooperative consumption </li></ul><ul><ul><li>Collaborative ownership </li></ul></ul>
  5. 5. The Societal Shifts Social Technological Connection <ul><li>Connectivity and Engagement in Real Time </li></ul><ul><ul><li>Lack of tolerance for a “disconnected Internet” </li></ul></ul><ul><ul><li>Technology has sped up consumer behavior </li></ul></ul><ul><li>Social brand communities replacing the traditional consumer base </li></ul><ul><ul><li>Wine tasting and tupperware parties in the physical world have evolved into micro-social network online </li></ul></ul><ul><li>Consumers will continuously blend marketplace, workplace, and life place. </li></ul><ul><ul><li>Use of SMS, IM, and Social Networking will expected as the norm across all aspects of daily life. </li></ul></ul>
  6. 6. The Societal Shifts Social Technological Connection <ul><li>Moore's Law (Intel philosophy) </li></ul>“ Technology has now gotten a hold of the discipline of Marketing”
  7. 7. The Universal Truths
  8. 8. The Universal Truths Mass Marketing Crisis <ul><li>18% of TV advertising campaigns generate positive ROI </li></ul><ul><li>54 cents is average return in sales for every $1 spent on advertising </li></ul><ul><li>84% of B2B marketing campaigns resulted in falling sales </li></ul><ul><li>94% failure rate of new product introductions </li></ul><ul><li>3,000 advertising messages the average person is exposed to daily </li></ul><ul><li>69% are interested in technology or devices that enable them to skip or block advertising </li></ul>
  9. 9. The Universal Truths Media vs Modes <ul><li>It's Not the Media That Matter, but the Modes. Marketers Must Understand the Mind-Sets That Drive Consumer Behavior. </li></ul>
  10. 10. The Universal Truths Marketing Management Crisis <ul><li>In many organizations, the corporate marketing function has lost budget, head count, influence, and confidence resulting in strategic consequences that run deeper than many managers may realize.” Source: MIT Sloan Management Review </li></ul><ul><li>Average CMO Tenure is less than 18 months for the Fortune 500. </li></ul>
  11. 11. FUTURE OF MEDIA
  12. 12. Future of Media <ul><li>The new ecosystem is our own personal media environment for which the only way to break through is by way of ambient interruption . </li></ul><ul><li>World of infinite channels has dismantled the realm of random encounters that guaranteed message visibility. </li></ul><ul><li>Multidimensional thinker who embraces multiple platforms and channels. </li></ul><ul><ul><li>Media will become “location aware” </li></ul></ul>
  13. 13. Future of Media Strategic Obstacles <ul><li>Pursuit of new monetization models </li></ul><ul><ul><li>Micro-payments, subscription, on-demand </li></ul></ul><ul><li>ROI as strategic driver </li></ul><ul><ul><li>Advanced Analytics (entrance of mathematicians) </li></ul></ul><ul><li>Gaming, Mobile, Touch technology </li></ul>
  14. 14. Future of Media <ul><li>The Future Of Media Round Table by The Editor </li></ul><ul><li>The Future of Media Issue Is Coming! by Staff Writers </li></ul><ul><li>Data by Esther Dyson </li></ul><ul><li>The Future Of Media: FCC Chairman Kevin Martin Vs. Time Inc.'s John Huey by The Editor </li></ul><ul><li>Fast Forward: The Future by Joe Mandese </li></ul><ul><li>Journalism by Patrice Adcroft </li></ul><ul><li>The Future Of Media: The Internet by Joe Mandese </li></ul><ul><li>The Future Of Media: India by Vinita Bharadwaj </li></ul><ul><li>Radio by Celia Farber </li></ul><ul><li>Magazines by Jack Wright </li></ul><ul><li>When paper isn't by Boonsri Dickinson </li></ul><ul><li>TV by Robert Keating </li></ul><ul><li>Out-of-Home by Jonathan Blum </li></ul><ul><li>Questions for FCC Chairman Kevin J. Martin by David Goetzl </li></ul><ul><li>The Future Of Media: MIT Media Lab by James Greer </li></ul><ul><li>Africa by Gwen Lister </li></ul><ul><li>The Future Of Media: Celebrity Journalism by Bonnie Fuller </li></ul><ul><li>The Ultimate Search Engine by Liza Lentini </li></ul><ul><li>Mobile by Steve Smith </li></ul><ul><li>Newspapers by Liza Lentini </li></ul><ul><li>Books by Jason Stahl </li></ul><ul><li>The rest of the story by Karen Holt </li></ul><ul><li>The Future Of Media: An Interview With A Robot by Joe Mandese </li></ul><ul><li>Bio Chips by Boonsri Dickinson </li></ul><ul><li>Copyright Law by Lance Koonce </li></ul><ul><li>China by Rebecca A. Fannin </li></ul><ul><li>20 Things You Didn't Know About the History of Media by Liza Lentini </li></ul><ul><li>Imagination by Rishad Tobaccowala </li></ul><ul><li>The Future Of Media: Paper by J Mitchell McMahon </li></ul><ul><li>Money by Richard Morgan </li></ul><ul><li>Spectrum by Steve Smith </li></ul><ul><li>Leadership by Dr. Dana Ardi </li></ul><ul><li>We've Been Here Before by Stephen L. Sass </li></ul><ul><li>The Future Of Media: Interview With Robert Gaulin by Jason Stahl </li></ul><ul><li>The Future Of Media: Interview With Berkerey Noyes' Chris Shannon by Jason Stahl </li></ul>
  15. 15. Future of Media “ The future of media is about companies creating their own channels and engaging customers in ways that’s not always selling them .” (Source: Cameron Brown, King Fish Media).
  16. 16. FUTURE OF BRAND MARKETING
  17. 17. Future of Brand Marketing <ul><li>Brands need not interrupt their customer’s natural inclinations and habits, but rather build contextual relevance around them to enhance their experiences . </li></ul><ul><li>Brand marketing is shifting from being “ seen ” to being “ shared . ” </li></ul><ul><li>Next paradigm is Marketing as a Service ; meaning the brand must now offer some sort of utility. </li></ul><ul><li>People are building brands , not advertisers, not brand stewards, and not ad agencies. </li></ul>
  18. 18. Future of Brand Marketing <ul><li>Marketing is now being outsourced to the consumer. </li></ul>
  19. 19. Future of Brand Marketing Transmedia Approach - Heros Clips With two-minute summaries of every episode, plus season walk-throughs, featured clips, and video dossiers on each character, there's no excuse for falling behind. Behind the Scenes These mini documentaries introduce the composers, set designers, stunt coordinator, et al. Global News Interactive Mock news reports provide clues to the show's mysteries. Two-Screen Episodes While you watch the television broadcast, follow a barrage of polls, quizzes, and other real-time pop-ups on the Web site. Video Commentary Within 24 hours of an episode's TV broadcast, NBC posts a Web version with video commentary from writers, producers, and cast members. Fan-Generated Content Wiki Open-source explanations to all things Heroes . Did you know that the license-plate number of Hiro's father (played by George Takei from the original Star Trek ) is NCC-1701, the same as the registration number of the Starship Enterprise ? Fan Site Named &quot;Ninth Wonders,&quot; after Isaac's comic book on the show, the Heroes fan site lets obsessed fans post short videos describing their theories, upload their own Heroes artwork, and exchange messages with the cast and crew. For Gaming Systems NBC signed a deal with Ubisoft last summer for a superhero title for PCs and game consoles. In stores by the end of the year. Online Play In Suresh's Loft , you wander the rooms looking for clues. In Claire's Game , you navigate a fiery train wreck to save a dying man. Isaac's Loft is a 360-degree interactive room; clicking on paintings reveals key plot points on the show. Online Comics Interactive Novel A full-length Web-only graphic novel about secondary characters includes a Flash-animated version. Weekly Comics After each new TV episode airs, nbc.com/heroes [1] adds an online comic-book chapter that provides back-story and fills gaps in that week's plot. Sponsored by Nissan. Mobile Game Designed by Gameloft, Heroes: The Official Mobile Game has 11 levels you can download to your phone. The goal is to save the world, of course, but it also helps obsessed fans unlock spoilers. Text Updates If you text Hana's name to the number on her blog, she replies with clues that lead to other Heroes Web sites. Viewers who &quot;apply&quot; for jobs at Primatech Paper receive texts regarding &quot;next steps&quot; from a company rep. Trivia Contest You know Hiro is lying when he talks about: a) thin sumo wrestlers, b) angry samurais, or c) ancient swords. Fans earn the chance to win $1,000 each week by completing weekly quizzes (either online or via text message). Also sponsored by Sprint. Create Your Hero Sponsored by Sprint, this application lets fans create their own Heroes characters and compete to have them featured in an online comic. Novel Charlie, the Texas waitress with the Kodak memory, appeared in only two episodes, but she left a major imprint on Hiro, who failed to save her life. A novel called Saving Charlie delivers &quot;the untold story of Hiro and Charlie.&quot; Graphic Novel Wildstorm, a DC Comics subsidiary, compiled the first 34 weekly online comics into a $29.99 hard-cover graphic novel ( Heroes, Volume One ). After two months, it was in its second printing. Magazine The bimonthly Heroes: The Official Magazine sells for $6.99 and features cast interviews, quizzes, foldout posters -- and plenty of advertising. Alternate Reality Blogs and MySpace Characters Hana and Hiro maintain blogs, while three others have official MySpace pages. Claire, a cheerleader, has more than 11,000 MySpace friends. Vote Petrelli A bogus congressional campaign site for the character Nathan Petrelli, VotePetrelli.com [2], includes downloadable posters and other propaganda. Corinthian Casino & Hotel The Web site for the show's Vegas casino ( corinthianlasve-gas.com [3]) gives such straight descriptions that you might be fooled into booking a room -- until Hana hacks in with one of her secret messages (e.g., &quot;I have something to show you&quot;). Primatech Paper On the show, Mr. Bennett's company may be a front for a covert organization, but the illusion of legitimacy extends to the Web site primatechpaper.com [4] and a real phone number viewers can call to apply for a job. Corporate Spying When Cisco Systems wanted to promote its new Web-based video surveillance, it sponsored a site that enabled visitors to spy inside the fictional Primatech Paper facility using a mock Cisco security-cam interface. Yamagato Fellowship This site ( yamagatofellowship.org [5]) tells the tales of historical heroes, with a five-part documentary devoted to Takezo Kensei, a mythological samurai whose sword Hiro tries to steal on the show. Activating Evolution Dr. Suresh's novel about genetic mutation is the bible of freakishness on the show. A fake PR site for the book ( activatingevolution.org [6]) allows you to read an excerpt, participate in a dream study, and listen to interviews with geneticists.
  20. 20. Future of Brand Marketing
  21. 21. Future of Brand Marketing
  22. 22. Marketing Innovation An Advertising Necessity
  23. 23. MARKETING INNOVATION An Advertising Necessity
  24. 24. Marketing Innovation CMOs now view strategy and innovation as a top factor in hiring a marketing agency.
  25. 25. Marketing Innovation <ul><li>Find Your 10 Faces of Innovation </li></ul><ul><li>Anthropologist </li></ul><ul><li>Experimenter </li></ul><ul><li>Cross-Pollinator </li></ul><ul><li>Hurdler </li></ul><ul><li>Collaborator </li></ul><ul><li>Director </li></ul><ul><li>Experience Architect </li></ul><ul><li>Set Designer </li></ul><ul><li>Storyteller </li></ul><ul><li>Caregiver </li></ul>The Art of Innovation: Lessons in Creativity from IDEO Ten Rules for Strategic Innovators: From Idea to Execution
  26. 26. THE PROFESSIONAL PATH
  27. 27. Professional Path Consumer Behavior <ul><li>Understanding the Neuroscience of consumer behavior </li></ul><ul><ul><li>Mental Maps (what drives human perception) </li></ul></ul><ul><li>Understanding how Cognitive Behavior drives consumption patterns </li></ul><ul><li>Grasp the notion of “Human Factors” </li></ul>Marketing that void of understanding consumer behavior will fail to bring people into the rabbit hole of discovery…
  28. 28. Professional Path Cultivating Imagination <ul><li>The Literal interpretation of creative thinking </li></ul><ul><li>Digital Goods are never finished. Hence, only by way of Momentum can a business continue to be an unstoppable Market force. </li></ul>Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage How Companies Become Unstoppable Market Forces
  29. 29. Professional Path <ul><li>Seek the “reverse apprenticeship” </li></ul><ul><li>Step outside your discipline </li></ul><ul><ul><li>Become “interdisciplinary” through cross-pollination </li></ul></ul><ul><li>Exercise Generative Leadership </li></ul><ul><ul><li>Maneuvering past the fixed constraints of mental modes to bring people to a desired action. </li></ul></ul><ul><li>Cultivate your visual thinking ability </li></ul><ul><ul><li>Generating insights and framing problems to sell ideas </li></ul></ul>

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