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Mark Ritson's (Adjunct Professor, Melbourne Business School) presentation at Mumbrella360.

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Professor Mark Ritson from the Melbourne Business School presented on Make Marketing Great Again: Seven Ways to Improve Marketing Performance at Mumbrella360.

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Mark Ritson's (Adjunct Professor, Melbourne Business School) presentation at Mumbrella360.

  1. 1. You Know That Feeling?
  2. 2. The State of Marketing in 2017
  3. 3. Informal Research § 2,000  contacts § “Good”  Marketers § How  would  you  make  marketing  great? § 142  replies  /  comments
  4. 4. Mark  Ritson Adjunct  Professor
  5. 5. Stop the Death Myth
  6. 6. Stop the Death Myth
  7. 7. Why Our Death Myth is Balls Because it takes time for shit to happen
  8. 8. Why Our Death Myth is Balls Because it takes time for shit to happen Because death rarely happens in media or marketing
  9. 9. Why Our Death Myth is Balls Because it takes time for shit to happen Because death rarely happens in media or marketing Because we extrapolate ourselves into stupidity 1977: 170 2000: 85,000 170 x (2.718281828)0.2702005 x 66 Global  Population Elvis Impersonators March  3rd 2031
  10. 10. Why Our Death Myth is Balls Because it takes time for shit to happen Because death rarely happens in media or marketing Because we extrapolate ourselves into stupidity Because we assume everyone is just like us
  11. 11. You Are Not Like the Consumer
  12. 12. Why Our Death Myth is Balls Because it takes time for shit to happen Because death rarely happens in media or marketing Because we extrapolate ourselves into stupidity Because we assume everyone is just like us Because the consumer is not changing as much as we think "Human nature hasn’t changed for a million years. It won’t change in the next million years. Only the superficial things have changed. It’s fashionable to talk about the changing man. A communicator must be concerned with the unchanging man – what compulsions drive him, what instincts dominate his every action, even though his language too often camouflages what really motivates him.” Bill Bernbach
  13. 13. Stop Using Techno Porn for Marketing Masturbation
  14. 14. Stop Using Techno Porn for Marketing MasturbationI’m in  the   future
  15. 15. New “Real Reality” Tech
  16. 16. Digital Marketing is Just Marketing
  17. 17. Digital Marketing is just Marketing
  18. 18. TradigitalTraditional Digital
  19. 19. The stupidity of “digital first” The inability to integrate all communications The inherent tactification of starting with a tool not a strategy The Absorption (not death) of Digital Marketing
  20. 20. It’s Time to start Thinking About This
  21. 21. Let’s Be Clear Who Will be Daddy Digital Marketing
  22. 22. Marketers need to be trained in Marketing
  23. 23. Marketers need to be trained in Marketing
  24. 24. The King of the Philistines
  25. 25. I Know, I Know
  26. 26. Communications is 8.3% of Marketing
  27. 27. Guess How Many Work in Communications?
  28. 28. Always Three Steps Diagnosis Strategy Tactics Secondary Qual Quant Who? What? How? Comms Dist Product Pricing X                                                    X 33.3% 33.3% 33.3%
  29. 29. Always Three Steps Tactics Comms Dist Product Pricing 33.3%33.3% 8.3%
  30. 30. The Communification of Tactics Diagnosis Strategy Tactics Comms Dist Product Pricing X                                                    X 33.3% 33.3% 33.3%
  31. 31. The Tactification of Strategy Diagnosis Strategy Tactics CommsX                                                    X 33.3% 33.3% 33.3% Dist Product Pricing
  32. 32. The Four Beer Test what strategy? It’s a joke. very  clear. impressive.
  33. 33. Can You Brief Your Agency? You need three things; A strategy A knowledge your tactical ideas are shit A training in briefing agencies properly
  34. 34. Australian Briefing Sessions I’ve  got  $400k
  35. 35. Brand Realism
  36. 36. An Unrealistic Vision of Brand
  37. 37. We Have Lost the Plot Your brand is your life You spend waaaay too much time thinking about it The wet dreams of marketers: “Brand Love” & “Brand Purpose” But the consumer does not give a shit – Havas data 94% Consumers don’t want a relationship with your brand They want it to be there, to deliver and (maybe) stand for something
  38. 38. Let’s Be Honest Sell a Sugar Beverage Sell Beer Sell Caffeinated Beverage
  39. 39. The Opportunity Cost of Love & Purpose Focus on Brand Awareness – it’s less than you think Brand Image - Realistic, Authentic Differentiation Brand Distintiveness – an Australian weakness
  40. 40. Spot the Brand 2 3 4 1
  41. 41. Have You Ever Noticed they’re all…
  42. 42. Marketing is About Making Money
  43. 43. Marketing is About Making Money Do marketers know the difference? Gross Margin Gross Profit Do they know the GM for their main brand? Do they care?
  44. 44. A Depressing Conversationyou  should  get   your  marketing   team  to  work  on   this  pricing you  must  be  out   of  your  fucking   mindthey  are  the “colouring in   department”
  45. 45. How Marketing Budgets are Made § A finance executive looks at 2016 sales § He applies a basic CAGR § He locks in the expected 2017 revenue § He applies an advertising to sales ratio § Your 2017 marketing budget is $10  million 10% $11  million 5%  of  sale $550,000
  46. 46. Brevity & Simplicity
  47. 47. Brevity & Simplicity Big Data Thousands of segments Programmatic Machine Learning Artificial IntelligenceMORE
  48. 48. Brevity & Simplicity P&G Memos The essence of strategy An elegant diagnosis Complex thinking, Simple Strategy The bravery to do… Less
  49. 49. Trump Style Manifesto
  50. 50. Making Marketing Great Again 1. 2. 3. 4, 5. • Reduce our fetish for the new and dislike for that which already exists. • Broaden our marketing skills to the 92% of marketing not related to communications. • Focus on a future in which digital is just marketing. • Accept a smaller, more humble role for brands and strategise accordingly. • Embrace our main organisational purpose which is generating financial growth for the companies that employ us. • Less is always more. • Make Marketing Great Again.
  51. 51. thank you. @markritson
  52. 52. Digital metrics are bs Good metrics Internal inconsistent – errors Too many – quiz – mtrics vs measures External consistency – comparison Walled gardens Sampling - oztam

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