The document discusses how traditional marketing is dead and the future is about personalized communication and customer engagement. It provides examples of how Beyoncé dropped her album without traditional marketing. Traditional marketing approaches like advertising are no longer effective given that buyers ignore them and CEOs are frustrated by a lack of measurable results. The future is about community marketing, maintaining consistent messaging online, connecting all communications, and keeping conversations ongoing with customers through engagement.

2. Agenda
Main Presentation:
Marketing is dead. The future is all about communication.

3. About you
• You’re the future communication professionals and leaders of tomorrow.
• My goal is to share with you that broadcast is behind us and the future is all
about personalized communication.

5. Social media marketing is dead?

6. Beyoncé's album proved marketing is dead
According to CNBC -- Some say
Beyoncé's surprise move, releasing
her latest self-titled album on Apple's
iTunes, with no hype or advance
notice, was brilliant.

7. Traditional marketing (according to HBR)
• …advertising, public relations, branding and corporate communications — are dead. Many
people in traditional marketing roles and organizations may not realize they’re operating
within a dead paradigm. But they are. The evidence is clear.
• Evidence
• 1) Buyers are no longer paying attention. (What do people use: internet & word of mouth)
• 2) CEOs lost patience. In 2011 study, 600 CEOS and decisions makers, by the London-Based Fornaise
Marketing group, 73% said CMOs lack business credibility, 72% are tired of being asked for money
without explaining how it will generate increased business, and 77% have had it with all the talk about
brand equity.
• 3) In today’s increasingly social media-infused environment, traditional marketing and sales not only do
not work well, these strategies also don’t make sense.

8. Campaigns are about you but
marketing is about the
customer.

9. How many marketing
messages do we see in a day?

10. The top issues CEOs have with their marketers:
1) Marketers keep talking about brand, brand values, brand equity that don’t link back to revenue, sales, EBIT,
even marketing valuation. (77%)
2) They focus on the new marketing trends, like social media, but rarely are able to demonstrate results or
trends. (74%)
3) When asked to increase ROI, they tend to think about cost cutting rather than growth of top-line. (73%)
4) They are always asking for money, but can’t show incremental new business. (70%)
5) They bombard their stakeholders with marketing data that hardly relates to or means anything for the
company’s P&L.
6) Unlike a CFO, they focus on the arty/fluffy side of marketing and not enough on the science/data points.
(Fournaise – Press release June 15, 2011.)

11. What are all those numbers again?
• 1,518 exposures per day for a family of four (Ebel; 1957)
• 76 noticed exposures (Bauer/Greyser; 1964)
• 560 whether noticed or not (Adams; 1965)
• 285 for men, 305 for women (BBDO’s Wachsler; 1970)
• 117 to 285 for men, 161 to 484 for women (Britt et al; 1972)
• 600-625 potential exposures (whether noticed or not); 272 are from TV, radio, magazines,
and newspapers (Media Matters, 2007)
• 3,000 exposures a day ( NY Times, 2013)

12. So, what now?

13. 1) Community marketing or engagement marketing!
• Get your existing customers involved. Hence, the community focus.
• Find your customer influencers. Give them reasons to expand your brand.
• Find your customer influencers. Give them resources they need and keep them in the loop.
• Help them build social capital. (MVPs or Customer Champions, RockStars)
• Finally, a really good example is Microsoft.
• One of Microsoft’s “MVP” (Most Valuable Professional) customers is known as Mr. Excel to his followers. On some days, his
website gets more visits than Microsoft’s Excel page — representing an audience of obvious importance to Microsoft, which
supports Mr. Excel’s efforts with “insider knowledge” and previews of new releases. In return, Mr. Excel and other MVPs like him
are helping Microsoft penetrate new markets affordably.
• Get your customer advocates involved in the solution you provide.

14. 2) Campaign consistency
Campaigns are temporary but the internet is forever.

15. 3) Unifying the platform
Marketers must shift from campaign planning to connected planning. A unifying
platform is the catalyst to connected communications planning. This unifying
platform must:
• Connect with customers through an emotional action. For example,
Coca-Cola’s “Open Happiness” goes beyond category benefit of
refreshment to the higher order emotional benefit of joy.
• Communicate the connected story across the best channels. Each
channel should tell a different part of the brand story.
• Define contextual connection. Align messaging strategies based on
where customers are on the buying journey, the platform they are on, and
the device they are using.

16. 4) Keep the conversation going!

17. Customer engagement is the future.

18. Dream…
“Management is also dead. To win today you need a culture and an environment where the
unreasonable power of creativity thrives. Ideas are today’s currency, not strategy. Martin Luther King
did not say ‘I have a vision statement’ did he? He had a dream. You have to make sure you have
dreams and your brand also needs a dream.”