Here is a quick presentation about the story of marketing since WWII. It comes from the book "Le marketing peut sauver le monde, quelle est votre brand utility ?"

1. Marketing in
a digital world
Brieuc Saffré
@_brieuc
Oct. 2012

2. A long time ago...

3. After
WWII
It was the
golden age of
advertising

4. One goal
The product
awareness

5. The sixties
The first problems arrive

6. Mass
Marketing
came as a
new
solution

7. New Goal
The brand
awareness

8. targetting people was
the new way of working
in advertising

9. The end of the
«30 glorieuses»
The seventies

10. New Goal
The brand awareness for a long time

11. The brand is the
new God

12. Advertising is now an industry

13. 2000...
Internet and social media arrive

14. Anyone can get the information
Web
1.0

15. Anyone becomes a media
Web
2.0

16. Did you realize
the Big Bang ?

17. a media = diffusion

18. a media = diffusion
Internet is an interactive media

19. Mass Media
(brands)
Individuals
Before Internet

20. Mass Media
(brands)
Individuals
& brands
With Internet

21. Few big media

22. Few big media
Many potential media

23. Profil targeting

24. Profil targeting
Context targeting

25. News and informations have no limits

26. and you can get them anywhere

27. Reputation becomes an actual fact.

28. Awareness is closely linked to reputation

29. « It takes 20 years to build a reputation
and 5 minutes to ruin it.
If you think about that, you’ll do things
differently »
Warren Buffett

30. Transparancy
(or the truth)
is seriously required

31. The system is
about to collapse...

32. Economic limits

33. Environmental limits

34. Political limits

35. Limits of the
democracies

36. Limits of the
Mass Marketing

37. ...and advertsing

38. «On achète, avec de l’argent que l’on n’a pas,
des produits et services dont on n’a pas besoin,
pour combler notre temps libre ou impressionner
des gens dont on n’a que faire»
Bernard Mariette

39. So

40. How do
we do ?