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The Future Of Marketing


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Marketing, where have we come from and where are we going? A presentation delivered at Digitech Conference in Sydney July 09

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The Future Of Marketing

  1. 1. Marketing, where have we come from, where are we going? Peter Harris Managing Director Colmar Brunton
  2. 2. Peter Harris Managing Director @ Colmar Brunton AUDITOR marketing RESEARCH Family man AMSRS aussie NEW MEDIA building relationships ASHES TRAGIC
  3. 3. The Future of Marketing
  4. 4. Past Source: PHD
  5. 5. Today Source: PHD
  6. 6. If what we’re doing is right, and if we give them the tools, young people will do the marketing and organising for us (and be better at it than we are)
  7. 7. Old way
  8. 8. New way
  9. 9. brands must go beyond broadcast
  10. 10. and become “facilitators”
  11. 11. Brands need to quit buying eyeballs, start connecting with their fans (viewers come and go, but fans fight for brand survival)
  12. 12. listen
  13. 13. measure
  14. 14. add value
  15. 15. “ In the slightly altered word of John F Kennedy’s inaugural address ...Ask not what your (community) can do for you, Ask what you can do for your (community)”
  16. 16. be remarkable
  17. 17. collaborate
  18. 18. conversational
  19. 19. FLICKR: Andreas Reinhold Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
  20. 20. 1. listen 2. measure 3. add value 4. be remarkable 5. collaborate 6. join the conversation
  21. 21. Where have we come from? Where are we going? Messages Conversations Big ideas, strategy & a lot of time Micro launches, insights, iterations Audience & eyeballs Communities Created by marketers Co-created with people Controlling Empowering Promises Actions Static Dynamic Transactional relationship Create communities of fans
  22. 22. The End Game Sales Retail Marketing HR Media Customer Community Customer Innovation Service PR Putting the customer at the heart of decision making
  23. 23. “It's not about you. It's about all of us"
  24. 24.
  25. 25. Join the conversation