Marketing trends

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Marketing trends

  1. 1. Marketing Trends<br />
  2. 2. Marketing<br />“…identifying and meeting human and social needs.” Philip Kotler<br />
  3. 3. Marketing Myths<br /><ul><li>The same marketing techniques work every time
  4. 4. You need a multimillion budget to create a commercial
  5. 5. Marketing is all about advertising
  6. 6. Marketing is simply an operational expense
  7. 7. A perfectly executed marketing plan will guarantee success
  8. 8. Marketing’s goal is to increase sales
  9. 9. Marketing starts when you’re ready to launch
  10. 10. Marketing is a function. “Marketing owns it”
  11. 11. Innovation comes from inside
  12. 12. Never give the product / service away
  13. 13. You must position and identify with an industry & competition
  14. 14. Target the broadest customer segment</li></li></ul><li>Crisis In Mass Marketing<br /><ul><li>18%: Proportion of TV advertising campaigns generating positive ROI
  15. 15. 54 cents: Average return in sales for every $1 spent on advertising
  16. 16. 256%: The increase in TV advertising costs (CPM) in the past decade
  17. 17. 84%: Proportion of B2B marketing campaigns resulting in falling sales
  18. 18. 100%: The increase needed in advertising spend to add 1-2% in sales
  19. 19. 14%: Proportion of people who trust advertising information
  20. 20. 90%: Proportion of people who can skip TV ads who do skip TV ads
  21. 21. 80%: Market share of video recorders with ad skipping technology in 2008
  22. 22. 95%: The failure rate for new product introductions
  23. 23. 117: The number of prime time TV spots in 2002 needed to reach 80% of adult population – up from just 3 in 1965
  24. 24. 3000: Number of advertising messages people are exposed to per day
  25. 25. 56%: Proportion of people who avoid buying products from companies who they think advertise too much
  26. 26. 65%: Proportion of people who believe that they are constantly bombarded with too much advertising
  27. 27. 69%: Proportion of people interested in technology or devices that enable them to skip or block advertising</li></li></ul><li>Trends<br /><ul><li>Green
  28. 28. Grey
  29. 29. Karma Capitalism
  30. 30. Transparency
  31. 31. Authenticity
  32. 32. Democratized advertising
  33. 33. WOMM
  34. 34. Controversy
  35. 35. Market space
  36. 36. Social media
  37. 37. Trusted social media advertising
  38. 38. Online paid search ads</li></li></ul><li>Out<br /><ul><li>Traditional advertising
  39. 39. Monologue
  40. 40. Market place
  41. 41. Classical 4Ps paradigm</li></li></ul><li>Social Media<br />Social media describes the online technologies and practices that people use to share opinions, insights, experiences, perspectives and media itself. Social media can take many different forms, including text, images, audio, and video. These sites typically use technologies such as blogs, message boards, podcasts, wikis, and vlogs to allow users to interact. Source: Wikipedia<br />
  42. 42. Word of Mouth Marketing<br /><ul><li>WOMM: Umbrella term
  43. 43. Buzz marketing
  44. 44. Special hook, event, promotion. AquaTeenHunger Force Boston Bomb Scare
  45. 45. Viral marketing
  46. 46. Branded material, websites, widgets, bligets, videos, utilities, collaboration tools etc. that sneezers spread. ParkRidge47, Vote Different
  47. 47. Influencer marketing
  48. 48. Identifying and finding the influencers
  49. 49. Evangelist marketing
  50. 50. Turning most loyal customers into citizen marketers
  51. 51. Street marketing
  52. 52. Interacting at popular offline places like Buzz Oven
  53. 53. Stealth / Undercover marketing
  54. 54. Bree, lonelyGirl15</li></li></ul><li>New Paradigm<br /><ul><li>Sell your idea first
  55. 55. Find your actors (audience) first
  56. 56. Size does not matter - Plenty Offish
  57. 57. Reduce risk by pushing control out
  58. 58. Value creation increases at the edge
  59. 59. Decentralize authority, process, and IP
  60. 60. Transparency creates value
  61. 61. Truth travels fast
  62. 62. Price alone is not sustainable
  63. 63. Reengineer your value chain
  64. 64. Skip intermediaries wherever possible
  65. 65. Reinvent your business models
  66. 66. Change the status quo</li></li></ul><li>New Paradigm<br /><ul><li>Democratization of 4Ps paradigm
  67. 67. Citizen branding
  68. 68. Collective collaboration
  69. 69. Collective risk sharing
  70. 70. Collective product innovation
  71. 71. Collective IP ownership
  72. 72. Citizen marketers will sell “remarkable” ideas
  73. 73. Innovators should adopt the 1% rule
  74. 74. If you don’t find the “sneezers” or connectors, the 80/20% rule won’t matter
  75. 75. Work backwards
  76. 76. Build your brand around your idea first. If the community you are targeting does not coalesce and rally around the idea, continuing to build the product is irrelevant
  77. 77. Create your own “blue ocean”
  78. 78. If you play it safe and go by the rules of your industry, value chain, and business model – you’re dead!
  79. 79. Most industries and markets are saturated and highly concentrated.</li></li></ul><li>Old 4Ps Paradigm<br />Value Creator<br />Customer<br />4Ps<br />
  80. 80. New Paradigm<br />Value Innovator<br />Customer<br />Product<br />Brand<br />4Ps<br />
  81. 81. New Value Innovation Paradigm<br />
  82. 82. It’s About Social Behavior<br /><ul><li>It’s not about a cheaper product or your idea. Try to change customer behavior.
  83. 83. It’s not about better coffee – it’s about the place
  84. 84. I am not looking for a ¼” drill bit – I need to make a hole
  85. 85. It’s not about the hog, it’s about a lifestyle
  86. 86. It’s not about the sound – it’s about how it makes me feel
  87. 87. It’s not about the sound – it’s about being hip
  88. 88. It’s about my space
  89. 89. It’s about my video
  90. 90. It’s about my opinion
  91. 91. It’s about the experience
  92. 92. It’s about your choices, places, and time
  93. 93. Examples
  94. 94. Apple, Starbucks, JetBlue, MySpace, Harley-Davidson, Tivo, Stew Leonard’s, Thread less </li></li></ul><li>Implications<br /><ul><li>Reached the tipping point
  95. 95. The static web maturing
  96. 96. Monologue marketing out
  97. 97. Live Web (a/k/a Blogosphere) is making information transparent
  98. 98. Word travels fast
  99. 99. People are more likely to act on a peer’s recommendation by factor X
  100. 100. Marketing is a reflection of social paradigms
  101. 101. The new social media and networks changing customer expectation and behavior</li>

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