All companies are now social, all traditional is now digital, and all digital is now mobile. This is the starting thought of Jonathan’s keynote session during the DM Summit. Discover the most important developments and trends in online (direct) marketing together with Jonathan. What is the one thing you should keep in mind in 2013 when setting up your campaigns? And where do your future challenges lie?

1. Navigating the
Future of Marketing
Jonathan MacDonald

2. @jmacdonald

4. 1 thought
6 high-level observations
3 high-level requirements
1 core marketing challenge
5 core action steps

5. 1 thought
6 high-level observations
3 high-level requirements
1 core marketing challenge
5 core action steps

6. the world is digital
every media is social
all technology is mobile

7. 1 thought
6 high-level observations
3 high-level requirements
1 core marketing challenge
5 core action steps

8. 1/6. brands are
shaped in public

9. 4.2b mobile handsets in use by 3.7b people
56% of Kenyan bank accounts are mobile-only
100% of Estonia parking is bought on mobile
50% of South Koreans use mobiles as credit cards
75% of Helsinki travel tickets are bought on mobile
2/6. mobile is the 80%+ Haiti relief contributions via mobile
predominant
connectivity

10. 3/6. randomness
of consumer
loyalty

11. 4/6. lower accuracy of predictions

12. 5/6. diverse and changeable segmentation

13. 6/6. consumer expectation of real-time everything

14. 1 thought
6 high-level observations
3 high-level requirements
1 core marketing challenge
5 core action steps

15. 1/3. acceptance of external opinion,
outside of control

16. 2/3. compatibility across
any machine & screen

17. 3/3. agility in prediction & operation

18. 1 thought
6 high-level observations
3 high-level requirements
1 core marketing challenge
5 core action steps

19. social capitalism:
marketing in a socially acceptable way

20. 1 thought
6 high-level observations
3 high-level requirements
1 core marketing challenge
5 core action steps

21. 1/5. determine what the zeitgeist demands, regardless of what you provide

22. 1/5. determine what the zeitgeist demands, regardless of what you provide
2/5. assess levels of trust you truly have, not just based on sales figures

23. 1/5. determine what the zeitgeist demands, regardless of what you provide
2/5. assess levels of trust you truly have, not just based on sales figures
3/5. identify armies of fans who love what you do, regardless of influence

24. 1/5. determine what the zeitgeist demands, regardless of what you provide
2/5. assess levels of trust you truly have, not just based on sales figures
3/5. identify armies of fans who love what you do, regardless of influence
4/5. facilitate and reward fans as a primary activity, not just in campaign

25. 1/5. determine what the zeitgeist demands, regardless of what you provide
2/5. assess levels of trust you truly have, not just based on sales figures
3/5. identify armies of fans who love what you do, regardless of influence
4/5. facilitate and reward fans as a primary activity, not just in campaign
5/5. fuel all activity plans by these 4 components, always

26. “the best way to predict the
f2t2re is to create it”
Abraham Lincoln

27. thank you
jonathan@thisfluidworld.com