Master in Creativity Marketing
Solvay Business School, Brussels`

The adoption of technologies has never been so quic
The New Consumer Era is coming

Technology Capacities are increasing while human capabilities are fix


Technological capacity

Human capability

Cloud Computing and Natural User Interface (NUI) are boomin
The consumer is multi-tasking



of consumers agree:

of consumers agree:

One screen is not enough

Helps me be m...
The New Marketing Era is booming
You control the information age
Do not interrupt your target audience
Dare to be different
Advertising should embrace multiscreen
Align with

Make it


‘Always On’

On mo...
Thank you for your time
Old marketing is Dead
Old marketing is Dead
Old marketing is Dead
Old marketing is Dead
Old marketing is Dead
Old marketing is Dead
Upcoming SlideShare
Loading in …5

Old marketing is Dead


Published on

Published in: Marketing, Business, Technology
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • As 2014 quickly approaches, marketers like us are ready to nail down the final details of next year’s marketing plan. It’s time to get out of the planning stages and into execution. As that transition starts, we all need to take a step back and say “how will I get those goals accomplished, and what skills do I need to do so?”Marketing doesn’t look much like what it used to. We’ve gone from the days of Mad Men to the days of content creators and Youtility businesses. The skills required to be a great marketer are changing as well as expanding and becoming more varied.In the early days of social media marketing, who would have assumed a social marketer needed to have graphic design skills?But now a lot more falls under the umbrella of marketing. Marketers need to know about offline marketing, word of mouth, social media, email, design, SEO, lead generation and more. They also need to know how to plan and measure each. It’s not an easy gig.Some call this new way of marketing “fullstack marketing.” Some call it “evolved marketing.” It doesn’t matter much what you call it, as long as you can do it. And if there’s something that you don’t do, your team needs to have someone else that does. That’s why you increasingly see marketing teams with diverse backgrounds and skill sets. Marketing needs to bring more to the table, so a diverse team makes it a potluck (Tweet this).So, how does the modern marketer survive and thrive?The modern marketer is agile and adaptive (Tweet this). - The online world moves fast, so your marketing needs to, as well. Laura Ramos of Forrester Research uses the acronym A.D.A.P.T. – accept change, dare the status quo, act continuously, participate personally, and tear down boundaries.Modern marketers know that only valuable and relevant content is king now (Tweet this). - “Content is king” has been thrown at us constantly for years, to the point that people think any old content will do. But what good is putting out content that no one wants to read? It’s worse than nothing at all, because it can damage your reputation.Modern marketers know that marketing is a combination of creativity and science (Tweet this). - There’s a reason “big data” is one of the biggest marketing buzzwords of the year. People are perplexed about how to turn numbers into decisions, because so many marketers emphasize the creativity aspect more than the science.Read more at
  • This is amazing to see that adoption of new technologies has never been so quick in the history :   Radio: 38 years to get 50 M people, TV: 13 years to get 50M,  FB to 100M in 9 months Announced by YouTube: 1B views per day;
  • The world won’t never be the same.We are moving from a PC Era to Consumer EraWhat are the Needs of consumer : stay connected and be informed any time and everywhere.If I look at my doughter NOA (13 years), The Community at the center of Internet experience.
  • [Establish the tension of ever increasing technology capacities and relatively fixed human capabilities as a set-up for key vision messaging: technology should work more on our behalf]Customers around the world ask Microsoft about how productivity will evolve in the future. In those discussion we come across many different views of productivity. Yet most folks still associate productivity with getting stuff done. It’s about quantity, speed and efficiencies. This point of view is reinforced by an ever faster increasing cycles of technology innovation[guide to presenter: provide at least one general and specific example]As the red curve builds, provide general examples:Moore’s Law is alive and well for at least another 10 yearsStorage prices continue to plummetWe’re living in a world of nearly ubiquitous connectivity and increasing bandwidthWe experience a proliferation of devices and communication channelsAnd at least one specific examples:“Remember those greeting cards that play music off an embedded chip? Essentially the same chip design powered game consoles in the mid 80s. Today, that chip is a disposable item.”“When I first signed up on social networks like Facebook and Twitter my still small number of friends was manageable. Not anymore. My Twitter stream is mostly noise and I stopped sharing personal items on Facebook when my friends increasingly came from my work environment.”As the blue flat line builds: Yet, what hasn’t grown exponentially is how many hours we have in the day. And how fast we can process information. Or relate to people.An individual, a team, a company and industry can find itself on various points of the time line. For many of us, the inflection point has happened where we feel technological capacities outstrip our human capabilityAnd we’re asking ourselves… does more & faster technology actually improves my life and overall productivity?
  • And guess what, multi-screening is becoming mainstream behavior. Did you know that 64% of consumers say they have a difficult time watching television or a film for 2 hours without picking up a second device, like a laptop, phone, or tablet?And 82% thinks they need to combine all these devices to be more efficientSo the question becomes:what exactly are consumers doing when they interact with multiple screens? We recently completed a research project looking at this very question. As consumers connect to online content and services, screens merge, separate and rejoin in varying combinations. In our research, we worked to identify these patterns. Understanding them so we can help marketers simplify their approach to cross-screen consumer engagement
  • Do not interrupt your target audience !Use different types of Media1. Paid Media: What you pay! TV, bus shelters, Radio, Paid Search, Display Advertising, MSN, ...2. Own Media: What you controller being free: Own website (s) & Blogs, Twitter Account, Email newsletter, Mobile Site, Video Demo3. Earned Media: you win thanks to social media: Reviews on your website, Reviews of bloggers talking on social networks
  • The number of messages received per day is phenomenal : from 500 to 2000 per day. If you Treat Cow as messages / products / innovations are similar. When you've seen one, you've seen them all.But if one day you pass a field where cows are purple? You will jump on your camera and run to tell all your friends!In the "old world", marketers targeting consumers through the four P's. Today, the opposite is true. The consumer chooses. They choose if you listened to or ignored.This is to be irresistible to a small group of people easily accessible (early adopters) who can communicate about it to convince the larger group.
  • Already today Microsoft has a growing number of advertisers that are using our multi-screen approach to launch campaigns on the phone, the tablet, the PC and theXbox. And it seems that with Tuesday’s announcement of Xbox One, that behavior will only grow. We have learned from dozens of advertising experiences a number of tips that I want to share with you today:First, align with the consumer context: I think we are all aware of the richness of putting ads in the right editorial context. The insights that we are adding today is that the device itself and the multi-screen usage are as important, if not more important. Secondly, be ‘Always On’: In the morning, consumers tend to be more task focused and in the evening hours, all four multi-screening pathways kick into high gear. Marketers should tailor their messaging throughout the day. Third, advertisers need to make the experience seamless. They need to provide a consistent approach across desktops and laptops, tablets, phones, and gaming consoles. Since Microsoft has transitioned all of our platforms to the new modern UI, one uniform UI across all devices, we have seen cross-device usage lift significantly. Advertisers also need to enable seamless movement from one screen to the next. Embrace touch. The rise of touch-screens has trained consumers to expect interactive touch-enabled content. We have seen consumers encounter a static ad, try to engage with it using touch, and be disappointed when nothing happens. Cutting edge interactivity is quickly becoming the new baseline of consumer expectations. And one of the killer apps for touch-enabled screens is online shopping, so it’s critical for marketers to get touch right.Mobile is our most personal and loved device. This also brings a lot of responsibility to advertisers. On mobile, advertisers need to add direct value. Consumers do not want annoying or interruptive advertising on the small screen of their personal, intimate device. They want efficiency, and they want value. Our research shows that more than 60% of consumers want services on mobile that send them discount coupons or allow them to compare prices. Finally, spark the conversation. Every opportunity is an opportunity to tell a story, to invite consumers to engage with the story. Connect through rich, engaging, interactive ad experiences in environments where consumers make personal social connections. Tell your brand story at scaleon the platforms that span acrossPCs, TVs and mobile devices. In the world of adexchanges and RTB we often forget it is all about the story and the conversation
  • Old marketing is Dead

    1. 1. Master in Creativity Marketing Solvay Business School, Brussels
    2. 2.`
    3. 3. 1 The adoption of technologies has never been so quic
    4. 4. The New Consumer Era is coming
    5. 5. 3 Technology Capacities are increasing while human capabilities are fix Time Technological capacity Human capability
    6. 6. 4 Cloud Computing and Natural User Interface (NUI) are boomin
    7. 7. The consumer is multi-tasking 64% 82% of consumers agree: of consumers agree: One screen is not enough Helps me be more efficient
    8. 8. The New Marketing Era is booming
    9. 9. You control the information age
    10. 10. Do not interrupt your target audience
    11. 11. Dare to be different
    12. 12. Advertising should embrace multiscreen Align with consumer context Make it seamless Embrace touch Be ‘Always On’ On mobile, add value Spark Conversation
    13. 13. Thank you for your time