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Marketing in
a digital world
Brieuc Saffré
@_brieuc

Oct. 2012
A long time ago...
After
WWII
It was the
golden age of
advertising
One goal
The product
awareness
The sixties

The first problems arrive
Mass
Marketing
came as a
new
solution
New Goal

The brand
awareness
targetting people was
the new way of working
in advertising
The end of the
«30 glorieuses»

The seventies
New Goal
The brand awareness for a long time
The brand is the
new God
Advertising is now an industry
2000...

Internet and social media arrive
Anyone can get the information

Web
1.0
Anyone becomes a media

Web
2.0
Did you realize
the Big Bang ?
a media = diffusion
a media = diffusion
Internet is an interactive media
Mass Media
(brands)

Individuals

Before Internet
Mass Media
(brands)

Individuals
& brands

With Internet
Few big media
Few big media
Many potential media
Profil targeting
Profil targeting
Context targeting
News and informations have no limits
and you can get them anywhere
Reputation becomes an actual fact.
Awareness is closely linked to reputation
« It takes 20 years to build a reputation
and 5 minutes to ruin it.
If you think about that, you’ll do things
differently ...
Transparancy
(or the truth)

is seriously required
The system is
about to collapse...
Economic limits
Environmental limits
Political limits
Limits of the
democracies
Limits of the
Mass Marketing
...and advertsing
«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 l...
So
How do
we do ?
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What's marketing in a digital world?

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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 ?"

Published in: Business, News & Politics
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What's marketing in a digital world?

  1. 1. Marketing in a digital world Brieuc Saffré @_brieuc Oct. 2012
  2. 2. A long time ago...
  3. 3. After WWII It was the golden age of advertising
  4. 4. One goal The product awareness
  5. 5. The sixties The first problems arrive
  6. 6. Mass Marketing came as a new solution
  7. 7. New Goal The brand awareness
  8. 8. targetting people was the new way of working in advertising
  9. 9. The end of the «30 glorieuses» The seventies
  10. 10. New Goal The brand awareness for a long time
  11. 11. The brand is the new God
  12. 12. Advertising is now an industry
  13. 13. 2000... Internet and social media arrive
  14. 14. Anyone can get the information Web 1.0
  15. 15. Anyone becomes a media Web 2.0
  16. 16. Did you realize the Big Bang ?
  17. 17. a media = diffusion
  18. 18. a media = diffusion Internet is an interactive media
  19. 19. Mass Media (brands) Individuals Before Internet
  20. 20. Mass Media (brands) Individuals & brands With Internet
  21. 21. Few big media
  22. 22. Few big media Many potential media
  23. 23. Profil targeting
  24. 24. Profil targeting Context targeting
  25. 25. News and informations have no limits
  26. 26. and you can get them anywhere
  27. 27. Reputation becomes an actual fact.
  28. 28. Awareness is closely linked to reputation
  29. 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. 30. Transparancy (or the truth) is seriously required
  31. 31. The system is about to collapse...
  32. 32. Economic limits
  33. 33. Environmental limits
  34. 34. Political limits
  35. 35. Limits of the democracies
  36. 36. Limits of the Mass Marketing
  37. 37. ...and advertsing
  38. 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. 39. So
  40. 40. How do we do ?

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