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The geek shall inherit the earth.
The geek shall inherit the earth.aka Why I think technology companies will dominate the marketing world.by Mark HinesMarch...
260 Employees                July, 10 1994   March, 8 1999                                                Not to scale.
650 employees260 Employees                                                     14 employees                July, 10 1994  ...
ths8/17 geek.
9/17 ad geek.   ths
Why I think tech companies will rule the marketing world.
Marketing’s job is to give you the products that you want.
Marketing’s job is to give you the products that you want.At the price you’ll pay.
Marketing’s job is to give you the products that you want.At the price you’ll pay.In the stores you’ll shop.
Advertising’s job is to let you know about those products.
And to get you to prefer one brand’s products over another’s.
For no logical reason whatsoever.
They call building preference “branding.”
And it works like magic.
And it works like magic. Don’t believe me?
This point was lifted from a presentation given by @faris.
100 count    500 mgGel coated pillsAcetaminophen                   This point was lifted from a presentation given by @far...
100 count             100 count    500 mg                 500 mgGel coated pills   Gel coated pillsAcetaminophen      Acet...
100 count                     100 count    500 mg                         500 mgGel coated pills           Gel coated pill...
100 count                              100 count    500 mg                                  500 mgGel coated pills        ...
Marketing /                                                                       Advertising spend% of net sales revenue,...
$412 billion                                                                                    Marketing /               ...
popular culture         +psychological trickery
popular culture         +               =   adspsychological trickery
popular culture         +               =   ads   x   ubiquitous media =psychological trickery
popular culture         +               =   creative object   x   ubiquitous media =psychological trickery                ...
popular culture         +               =      ads         x   ubiquitous media =psychological trickery                   ...
It worked so well it could convince you to buy a productyou never really even wanted. And would never use.
And often, the way you were treated by the company after youbought was nearly criminal.
Then, the formula stopped working.
popular culture         +               =      ads         x   ubiquitous media =psychological trickery                   ...
Advertising can’t implant preferential thoughts like it used to.
And, it can’t overcome bad products or bad experiences.
So when everything they have always done doesn’t work, howwill marketers get you to prefer their brands?
1. They can pay for audiences across an infinite number ofmedia channels
1. They can pay for audiences across an infinite number ofmedia channels2. They can create “brand experiences” that will cr...
1. They can pay for audiences across an infinite number ofmedia channels2. They can create “brand experiences” that will cr...
And, they need tech to do all of it.
1. They can pay for audiences across an infinite number ofmedia channelsThey’ll need to tie all of these channels together ...
2. They can create “brand experiences” that will createpreferenceThese “brand experiences” will be mobile apps, sites ando...
3. They can produce better products and improve the productbuying and owning experiencesEvery companies products and servi...
Now shit gets interesting.
82%                                                                            $412 billion                               ...
$400 billion isn’t cool.
$400 billion isn’t cool. You know what’s cool?
$400 billion isn’t cool. You know what’s cool? $4 trillion.
82%                                                                            $3.5 trillion.                             ...
Every day over 30,000 ad agencies try to get at this money.
They tell their clients they can innovate their business models.
They beg to be involved in product development.
They tell them they can help create better shopping experiences.
But, they can’t.
Because ad agencies don’t know anything.
Because ad agencies don’t actually do anything.
But, technology companies do.
“The value of an idea lies in the using of it.”- Thomas Edison
“An idea that is developed and put into action is moreimportant than an idea that exists only as an idea.”- Buddha
“Nothing in the world can take the place of persistence. Talentwill not. Nothing is more common than unsuccessful men with...
Every idea in modern marketing requires technology to make ita reality.
So, technology companies are in the best position to grabmore of the $4 trillion. How should they do it?
Own the data.
Understand brands.
Aim high and be picky.
Never stop making things.
Thanks for listening.@markphinesmphines@gmail.com
Tech companies and marketing
Tech companies and marketing
Tech companies and marketing
Tech companies and marketing
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Tech companies and marketing

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A presentation I gave to a development company in the middle of a strategic shift to develop an offering to marketers.

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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 HinesMarch 4, 2011
  3. 3. 260 Employees July, 10 1994 March, 8 1999 Not to scale.
  4. 4. 650 employees260 Employees 14 employees July, 10 1994 March, 8 1999 March 4, 2011 Not to scale.
  5. 5. ths8/17 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 mgGel coated pillsAcetaminophen This point was lifted from a presentation given by @faris.
  19. 19. 100 count 100 count 500 mg 500 mgGel coated pills Gel coated pillsAcetaminophen Acetaminophen This point was lifted from a presentation given by @faris.
  20. 20. 100 count 100 count 500 mg 500 mgGel coated pills Gel coated pillsAcetaminophen Acetaminophen $6.99 This point was lifted from a presentation given by @faris.
  21. 21. 100 count 100 count 500 mg 500 mgGel coated pills Gel coated pillsAcetaminophen 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 + = adspsychological trickery
  26. 26. popular culture + = ads x ubiquitous media =psychological trickery
  27. 27. popular culture + = creative object x ubiquitous media =psychological trickery x 15% = $$$$$$$
  28. 28. popular culture + = ads x ubiquitous media =psychological trickery x 15% = $$$$$$$ an implanted preferential thought about a brand in your brain
  29. 29. It worked so well it could convince you to buy a productyou never really even wanted. And would never use.
  30. 30. And often, the way you were treated by the company after youbought was nearly criminal.
  31. 31. Then, the formula stopped working.
  32. 32. popular culture + = ads x ubiquitous media =psychological trickery x 15% = $$$$$$$ 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, howwill marketers get you to prefer their brands?
  36. 36. 1. They can pay for audiences across an infinite number ofmedia channels
  37. 37. 1. They can pay for audiences across an infinite number ofmedia channels2. They can create “brand experiences” that will createpreference
  38. 38. 1. They can pay for audiences across an infinite number ofmedia channels2. They can create “brand experiences” that will createpreference3. They can produce better products and improve the productbuying 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 ofmedia channelsThey’ll need to tie all of these channels together to measurewhich one is working and then create dashboards to makedecisions about investments.
  41. 41. 2. They can create “brand experiences” that will createpreferenceThese “brand experiences” will be mobile apps, sites andother digital things.
  42. 42. 3. They can produce better products and improve the productbuying and owning experiencesEvery companies products and services are going to migrateto 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 moreimportant than an idea that exists only as an idea.”- Buddha
  59. 59. “Nothing in the world can take the place of persistence. Talentwill not. Nothing is more common than unsuccessful men withtalent.”- Calvin Coolidge
  60. 60. Every idea in modern marketing requires technology to make ita reality.
  61. 61. So, technology companies are in the best position to grabmore 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.@markphinesmphines@gmail.com

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