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Marketing is dead. Long live new marketing


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A presentation held with Marius Lobontiu in Buil Your Career (an AIESEC Cluj-Napoca event) on October 12th 2009.

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Marketing is dead. Long live new marketing

  1. 1. Marketing is dead. Long live new marketing October 12th, 2009, Cluj Napoca
  2. 2. Gabriel Dombri | Marius Lobonţiu
  3. 3. The world has changed.
  4. 4. An unfinished process
  5. 5. We are into it .
  6. 6. Business is about 2 things: people & people
  7. 7. marketing is & (but they didn’t get it)
  8. 8. Before internet: P c
  9. 9. Definitions:
  10. 10. The management process responsible for identifying, anticipating and satisfying customer requirements profitably. The Chartered Institute of Marketing, 1976
  11. 11. Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others Philip Kotler
  12. 12. Because the purpose of business is to create a customer, the business enterprise has two - and only these two - basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business. Peter Drucker, 1973
  13. 13. Marketing is Everything. Regis McKenna, 1991
  14. 14. A strange marriage: Marketing + Internet = Internet Marketing
  15. 15. Marketing is a strategic process
  16. 16. The rest are tactics.
  17. 17. The website as a step along the way.
  18. 18. You don’t need a website. You need an online strategy.
  19. 19. Web 1.0 Efficientisation Digitalisation Translation A silo.
  20. 20. Web 2.0 Specificity Networking Involvement Your trail of crumbs.
  21. 21. The prophets & the apostles: 1995 – 2006 wikipedia.secondlife. youtube.twitter
  22. 22. Web 3.0 (beta) The web of things New connections for old devices New devices for old connections The web steps out of the digital
  23. 23. We are all marketers now.
  24. 24. Brands have now the opportunity to be reached, by people, when people want to. Helge Tennø, Screenplay
  25. 25. From Story to Experience From Channel to Arena From Content to Context
  26. 26. We create the value.
  27. 27. So, what’s the point for marketing?
  28. 28. The trail of crumbs: The web is looking back. Every second
  29. 29. They (almost) own you.
  30. 30. Put the food in front of the hungry.
  31. 31. old ideea of communication: throw the message to as many as possible and wait for recognition new idea of communication: choose the relevant context, involve people & let them viralize
  32. 32. Back to what marketing used to be: it changes more than one P
  33. 33. New Definitions:
  34. 34. Marketing is not about selling stuff, it's about giving the participant a reason to buy stuff. H.T.
  35. 35. The goal of marketing is not to win the battle of stories (as is the case in the traditional media marketing), but to understand the abilities, emotions and activities of a situation – the context – and add deliberate value to it. Making it better, becoming indispensible as a value provider, and gaining ownership to people through direct relations with them over time... Helge Tennø
  36. 36. The new business context:
  37. 37. The new Marketing economy is about understanding context and adding deliberate value… H.T.
  38. 38. The new brand context:
  39. 39. Becoming the most valuable brand inside the experience sorrounding the product and the brand. H.T.
  40. 40. The new strategy:
  41. 41. Don't market to consumers, market to situations. + create platforms of involvement
  42. 42. The new product strategy:
  43. 43. The brands aren't product providers, but value providers. + consumer  prosumer
  44. 44. Tim Berners Lee.Kevin Kelly. Helge Tennø.Seth Godin. Tim O’Reiley.Malcolm Gladwell. Bogdana Butnar.
  45. 45. Ask us: Gabriel Dombri Marius Lobonţiu