IDG Next Generation Marketing - Keynote (Seoul Korea)
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The document discusses the changing landscape of marketing in a digital world. It notes that the foundation for the future is being built today, and that marketers must adapt to constant change or face irrelevance. It outlines how the rules of marketing have shifted, with the web fundamentally altering communications. Interactivity is increasingly important, with experiences and storytelling becoming central. Marketers must listen and engage through two-way dialogue rather than one-way interruption. Micro-level engagement through social media allows information to spread virally. To succeed, marketers need to put strategy first and focus on adding value through new approaches.
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IDG Next Generation Marketing - Keynote (Seoul Korea)
- 1. The future of marketing. Global digital marketing trends. Matt Dickman//Fleishman-Hillard//IDG Next Generation Marketing 2008//November 19, 2008
- 2. Welcome.
- 3. About me.
- 13. What is the future of marketing?
- 16. The foundation for tomorrow is here today.
- 17. If you donāt like change, youāre going to like irrelevance even less. General Eric Shineski, Retired Chief of Staff, U.S. Army
- 18. āThe best idea is bossā -CP+B
- 19. The world has changed.
- 20. 1.0
- 21. 1.0 2.0
- 23. 3.0
- 30. <html> <head> <title>The web changed things.</title> </head> <body> Hello World! </body> </html>
- 35. Choice is growing exponentially.
- 40. Bright Shiny Object Syndrome
- 42. Marketers are at a crossroads.
- 44. Most agencies were not built for dialogue.
- 45. Traditional digital is running rampant.
- 46. Most marketers on Facebook use it as a broadcast platform.
- 47. They were created to push.
- 49. And shout.
- 52. Emotion is key to marketing.
- 53. Advertising is better at emotion.
- 56. It just doesnāt work in a vacuum.
- 59. PR
- 60. PR Advertising
- 62. PR
- 63. PR Advertising
- 64. PR Advertising Interactive
- 65. PR Interactive
- 67. Today.
- 69. PR
- 70. PR Advertising
- 71. PR Advertising Interactive
- 72. Tomorrow.
- 73. PR Advertising Interactive
- 74. Marketing
- 76. Storytelling is a must.
- 77. Creating and enabling fans.
- 82. 1-to-1.
- 85. Portable.
- 87. Widgets are portable, brand gateways.
- 89. Time agnostic.
- 92. We have to listen and adapt.
- 101. 15 megabytes is the new 15 minutes.
- 104. Consumer buzz can be great.
- 106. Or really bad.
- 107. Hurricane Kohls.
- 108. Paul McEnany | http://heehawmarketing.typepad.com
- 109. Wal-Mart ļ¬og.
- 111. Either way, it spreads quickly.
- 113. Itās called viral for a reason.
- 114. We have to keep our eyes open.
- 116. And look below the surface.
- 117. Micromedia.
- 142. Bridge collapses - 6:00pm
- 143. I hear about it on Twitter a little after 6pm.
- 146. The story unfolds.
- 148. 29 minutes
- 150. 45 minutes
- 152. 45 minutes
- 154. 49 minutes
- 155. Mainstream media catches up.
- 157. 1 hour
- 158. Some alert friends.
- 160. 1 hour 42 minutes
- 161. Some ask questions.
- 163. 3 hours 8 minutes
- 164. Some reļ¬ect back.
- 176. And through mashups.
- 179. Marketing
- 180. Put strategy ļ¬rst.
- 181. Adding value should be the goal.
- 182. Abbott Diagnostics on Facebook.
- 185. How do I get started?
- 186. JUST DO IT.
- 188. Start a blog, use Twitter, connect on Facebook/LinkedIn.
- 189. Questions? Matt Dickman mattdickman@gmail.com http://technomarketer.typepad.com