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Cutler Standing On The Horizon At Baruch

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David Cutler is a guest speaker at the Baruch MBA program

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Cutler Standing On The Horizon At Baruch

  1. 1. Standing On The Horizon 9/17/2008 A discussion about new media DIGITAL (INTERNET) MARKETING (MKT 9780) Instructor: Dorian Benkoil Guest Speaker David Cutler Oasis Technology Partners www.otpartners.com
  2. 2. Partially Inspired And Completely Approved By <ul><li>PAUL ISAKSON </li></ul><ul><li>Senior Strategic Planner </li></ul><ul><li>space150 </li></ul><ul><li>http://www.paulisakson.com/ </li></ul><ul><li>[email_address] </li></ul>Most Images are under
  3. 3. What’s on the Marketing Horizon What’s on the Marketing Horizon?
  4. 4. You Are Standing On It
  5. 5. THE FUTURE OF ADVERTISING
  6. 6. THERE ISN’T ANY.
  7. 7. THE END
  8. 8. THE FUTURE OF MARKETING IS HERE…
  9. 10. <ul><li>“ Marketing and product have converged. The consumer doesn’t separate the marketing experience from the product experience.” </li></ul><ul><li>Ajaz Ahmed </li></ul><ul><li>Founder & Chairman </li></ul><ul><li>AQKA </li></ul><ul><li>March 2008 </li></ul>Source: Advertising Age - http://adage.com/article?article_id=125664
  10. 12. Transparency = Trust With No Choice <ul><li>T </li></ul>The Word
  11. 13. <ul><li>It Used To Be Called Honesty </li></ul>
  12. 14. OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
  13. 15. NEW MARKETING PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM
  14. 16. Shift <ul><li>“ We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” </li></ul><ul><li>Trevor Edwards </li></ul><ul><li>Vice President, Global Brand & Category Management </li></ul><ul><li>Nike </li></ul><ul><li>October 2007 </li></ul>Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html
  15. 17. Chaos 2.0 <ul><li>“… consider something barely imaginable: </li></ul><ul><li>a post-apocalyptic media world substantially </li></ul><ul><li>devoid of brand advertising as we have long </li></ul><ul><li>known it … </li></ul><ul><li>It’s a world in which Canadian trees are left </li></ul><ul><li>standing and broadcast towers aren’t. </li></ul><ul><li>It’s a world in which consumer engagement </li></ul><ul><li>occurs without consumer interruption, </li></ul><ul><li>in which listening trumps dictating, in which the internet is a dollar store for movies and series, in which ad agencies are marginalized and Cannes is deserted in the third week of June. </li></ul><ul><li>It is a world, to be specific, in which marketing — and even branding — are conducted without much reliance on the 30-second spot or glossy spread.” </li></ul>
  16. 18. What Can You Do About It?
  17. 19. Fish Where The Fish Are… Be The Fish
  18. 20. Join The Playground del.icio.us
  19. 21. What They Want Versus What You Want
  20. 22. My References – Business Development <ul><li>Alliance Agent… Biz Dev… Sales with: </li></ul>Strategic, Creative, & Digital Technology
  21. 24. Learn What You Know www.EatMedia.com
  22. 25. New Ways of Thinking
  23. 27. www.Cluetrain.com <ul><li>1- Markets are conversations </li></ul><ul><li>2- Almost all marketing and marketers are evil </li></ul><ul><li>3- Almost all big businesses have no clue how to satisfy their customers </li></ul>
  24. 29. Crossing The Chasm
  25. 30. Amazon.com
  26. 32. HOW CAN YOU CREATE BRAND FANS?
  27. 33. DELIVER VALUE THROUGH MARKETING.
  28. 34. OR, MORE SIMPLY PUT…
  29. 35. MAKE PEOPLES’ LIVES BETTER.
  30. 36. SO HOW CAN WE DO THIS?
  31. 37. PRODUCT INNOVATION
  32. 38. BUILD THE MARKETING INTO THE PRODUCT.
  33. 39. MAKE THE PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT.
  34. 40. Be Remarkable <ul><li>“ Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.” </li></ul><ul><li>Seth Godin </li></ul><ul><li>Author / Speaker / Marketing Expert </li></ul><ul><li>Purple Cow </li></ul><ul><li>2002 </li></ul>Source: Purple Cow / Seth Godin / Page 3
  35. 41. THE (VALUABLE) PRODUCT IS THE MARKETING
  36. 42. THE (COOL) PRODUCT IS THE MARKETING
  37. 43. THE (UNIQUE) PRODUCT IS THE MARKETING
  38. 44. The (UTILITY) PODUCT IS THE MARKETING
  39. 45. UTILITY <ul><li>“ [Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.” </li></ul><ul><li>Nick Law </li></ul><ul><li>Chief Creative Officer, North America </li></ul><ul><li>R/GA </li></ul><ul><li>April 2007 </li></ul>Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
  40. 46. What Works (Thanks Code + Theory)
  41. 47. GREAT. BUT MY PRODUCT ISN’T COOL.
  42. 48. WHAT CAN I DO???
  43. 49. WELL, FRANKLY YOU’RE SCREWED.
  44. 50. <ul><li>Pause For Effect … </li></ul>
  45. 51. HOW DO WE CREATE THIS KIND OF MARKETING?
  46. 52. OBSERVE + LISTEN
  47. 53. ENGAGE
  48. 54. ASK THEM! Duh.
  49. 55. <ul><li>The Key Value of the Internet … </li></ul><ul><li>Easier Collaboration </li></ul>
  50. 56. COLLABORATION AGENCY CONSUMERS COMPANY INFORMATION & INPUT INSIGHTS & IDEAS INNOVATION & CONTENT BETTER BRANDS
  51. 57. COLLABORATION
  52. 58. We Trust Each Other Most – So…?
  53. 59. Crowd Sourcing With Revenue $haring
  54. 60. You Are In The Right Market
  55. 61. ADD VALUE THROUGH CONTENT.
  56. 62. THEY WILL PAY FOR GREAT CONTENT.
  57. 63. CONTENT IS THE NEW CURRENCY
  58. 65. A Startup with the right ingredients… <ul><li>Remarkable </li></ul><ul><li>Replaces Something Inferior </li></ul><ul><li>- Saves Time </li></ul><ul><li>- Makes Life Easier </li></ul><ul><li>3.Long Tail Business Model </li></ul>
  59. 66. A Marketplace for remote access application support www. HelpGuest .com
  60. 67. IF YOU ONLY REMEMBER ONE THING…
  61. 68. NEW MARKETING = MAKING PEOPLES’ LIVES BETTER.
  62. 69. <ul><li>THANKS! </li></ul><ul><li>David Cutler </li></ul><ul><li>Oasis Technology Partners </li></ul><ul><li>www.otpartners.com </li></ul><ul><li>[email_address] </li></ul><ul><li>www.EatMedia.com </li></ul>

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