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Tech companies and marketing

  1. 1. The geek shall inherit the earth.
  2. 2. The geek shall inherit the earth. aka Why I think technology companies will dominate the marketing world. by Mark Hines March 4, 2011
  3. 3. 260 Employees July, 10 1994 March, 8 1999 Not to scale.
  4. 4. 650 employees 260 Employees 14 employees July, 10 1994 March, 8 1999 March 4, 2011 Not to scale.
  5. 5. ths 8/17 geek.
  6. 6. 9/17 ad geek. ths
  7. 7. Why I think tech companies will rule the marketing world.
  8. 8. Marketing’s job is to give you the products that you want.
  9. 9. Marketing’s job is to give you the products that you want. At the price you’ll pay.
  10. 10. Marketing’s job is to give you the products that you want. At the price you’ll pay. In the stores you’ll shop.
  11. 11. Advertising’s job is to let you know about those products.
  12. 12. And to get you to prefer one brand’s products over another’s.
  13. 13. For no logical reason whatsoever.
  14. 14. They call building preference “branding.”
  15. 15. And it works like magic.
  16. 16. And it works like magic. Don’t believe me?
  17. 17. This point was lifted from a presentation given by @faris.
  18. 18. 100 count 500 mg Gel coated pills Acetaminophen This point was lifted from a presentation given by @faris.
  19. 19. 100 count 100 count 500 mg 500 mg Gel coated pills Gel coated pills Acetaminophen Acetaminophen This point was lifted from a presentation given by @faris.
  20. 20. 100 count 100 count 500 mg 500 mg Gel coated pills Gel coated pills Acetaminophen Acetaminophen $6.99 This point was lifted from a presentation given by @faris.
  21. 21. 100 count 100 count 500 mg 500 mg Gel coated pills Gel coated pills Acetaminophen Acetaminophen $13.99 $6.99 This point was lifted from a presentation given by @faris.
  22. 22. Marketing / Advertising spend % of net sales revenue, source: Go to marketing Strategies, Dec 2007 $ spent on marketing and advetrising, source: MarketingCharts.com 2007
  23. 23. $412 billion Marketing / Advertising spend % of net sales revenue, source: Go to marketing Strategies, Dec 2007 $ spent on marketing and advetrising, source: MarketingCharts.com 2007
  24. 24. popular culture + psychological trickery
  25. 25. popular culture + = ads psychological trickery
  26. 26. popular culture + = ads x ubiquitous media = psychological trickery
  27. 27. popular culture + = creative object x ubiquitous media = psychological trickery x 15% = $$$$$$$
  28. 28. popular culture + = ads x ubiquitous media = psychological trickery x 15% = $$$$$$$ an implanted preferential thought about a brand in your brain
  29. 29. It worked so well it could convince you to buy a product you never really even wanted. And would never use.
  30. 30. And often, the way you were treated by the company after you bought was nearly criminal.
  31. 31. Then, the formula stopped working.
  32. 32. popular culture + = ads x ubiquitous media = psychological trickery x 15% = $$$$$$$ an implanted preferential thought about a brand in your brain
  33. 33. Advertising can’t implant preferential thoughts like it used to.
  34. 34. And, it can’t overcome bad products or bad experiences.
  35. 35. So when everything they have always done doesn’t work, how will marketers get you to prefer their brands?
  36. 36. 1. They can pay for audiences across an infinite number of media channels
  37. 37. 1. They can pay for audiences across an infinite number of media channels 2. They can create “brand experiences” that will create preference
  38. 38. 1. They can pay for audiences across an infinite number of media channels 2. They can create “brand experiences” that will create preference 3. They can produce better products and improve the product buying and owning experiences
  39. 39. And, they need tech to do all of it.
  40. 40. 1. They can pay for audiences across an infinite number of media channels They’ll need to tie all of these channels together to measure which one is working and then create dashboards to make decisions about investments.
  41. 41. 2. They can create “brand experiences” that will create preference These “brand experiences” will be mobile apps, sites and other digital things.
  42. 42. 3. They can produce better products and improve the product buying and owning experiences Every companies products and services are going to migrate to digital channels.
  43. 43. Now shit gets interesting.
  44. 44. 82% $412 billion 8% Marketing / R&D Operations Advertising % of net sales revenue, source: Go to marketing Strategies, Dec 2007 $ spent on marketing and advetrising, source: MarketingCharts.com 2007
  45. 45. $400 billion isn’t cool.
  46. 46. $400 billion isn’t cool. You know what’s cool?
  47. 47. $400 billion isn’t cool. You know what’s cool? $4 trillion.
  48. 48. 82% $3.5 trillion. $350 billion. 8% Marketing / R&D Operations Advertising % of net sales revenue, source: Go to marketing Strategies, Dec 2007 $ spent on marketing and advetrising, source: MarketingCharts.com 2007
  49. 49. Every day over 30,000 ad agencies try to get at this money.
  50. 50. They tell their clients they can innovate their business models.
  51. 51. They beg to be involved in product development.
  52. 52. They tell them they can help create better shopping experiences.
  53. 53. But, they can’t.
  54. 54. Because ad agencies don’t know anything.
  55. 55. Because ad agencies don’t actually do anything.
  56. 56. But, technology companies do.
  57. 57. “The value of an idea lies in the using of it.” - Thomas Edison
  58. 58. “An idea that is developed and put into action is more important than an idea that exists only as an idea.” - Buddha
  59. 59. “Nothing in the world can take the place of persistence. Talent will not. Nothing is more common than unsuccessful men with talent.” - Calvin Coolidge
  60. 60. Every idea in modern marketing requires technology to make it a reality.
  61. 61. So, technology companies are in the best position to grab more of the $4 trillion. How should they do it?
  62. 62. Own the data.
  63. 63. Understand brands.
  64. 64. Aim high and be picky.
  65. 65. Never stop making things.
  66. 66. Thanks for listening. @markphines mphines@gmail.com

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