RIP Marketing

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With the onset of 'free' things, the collaborative rent economy, and the 'democratization' of brands much of old marketing is dead. Can it still be revived

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RIP Marketing

  1. 1. 1MARKETING IS DEADin.linkedin.com/in/rimjhimray/(t) @GlobeSlother
  2. 2. 2Nobody watches MTVMicrosoft had 93% of the past and only 4% of the futureBroadcast TV is dead
  3. 3. 3Free is the new Premium
  4. 4. 4The Milennials and the Gen Z are a strange bunch ofkids• Online• Hates Corporates• Wired• Asocial• Rent rather than buy• Loves Parents• Barter happy
  5. 5. 5Attention is a scarce Commodity
  6. 6. 6You do not own your brandBrand CommunismDove’s Real Beauty CampaignAnd the Internet memes
  7. 7. 7So What Works?
  8. 8. 8Noiseless Ads Do not interrupt. Resonate or respond Context based ads – Search Engine Marketing, Facebook ads, Linked Inpromotions, Twitter Promoted Tweets
  9. 9. 9On-demand advertising Turner broadcasting has launched TV in Context where ads are matched to content.Eg mobile ads inserted in movies on bikers Clear channel launched this for TV Mobile advertising- location based or based on data from advanced sensors suchas temperature etc Think Tangentially- Even Mumbai Locals serve contextual ads. What about VoD orcustomised media such as in-store media or airport lounges.
  10. 10. 10Tell a story that resonates
  11. 11. 11Earned Media Over Paid Media
  12. 12. 12Give More than You Take
  13. 13. 13Invest in Communities
  14. 14. 14Break the Rules•Accenture pays a tribute to mothers andIBM’s Watson has to cook for a living•While marketing in a new world, lookbeyond target market. Think of a 360degree, immersive connect•Expand the target audience. Thinkcommunity•Dare to infuse craziness into yourmarketing
  15. 15. 15Communize the Brand
  16. 16. 16Thank YouRimjhim Rayin.linkedin.com/in/rimjhimray/(t) @GlobeSlother

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