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1/26/14

The	
  New	
  Rules	
  of	
  Marke1ng:	
  	
  
How	
  to	
  Be	
  Relevant	
  in	
  the	
  Digital	
  Age	
  

Paul	
  A.	
  Kiewiet	
  MAS	
  CIP	
  CPC	
  
www.create2bgreat.com 	
  paul@brandkiwi.com
	
  269-­‐806-­‐4489	
  

Change	
  or	
  Transforma1on?	
  

1
1/26/14

Change?	
  
Or	
  
Transforma1on?	
  

•What	
  Does	
  This	
  Mean	
  to	
  Us	
  
as	
  Marketers?	
  
•Genera1onal	
  Changes	
  
•Social	
  Media	
  and	
  a	
  new	
  
defini1on	
  of	
  marke1ng	
  
•	
  The	
  New	
  Rules	
  

Business Without Borders	


Full-scale globalization	


2
1/26/14

In this Web 2.0 World	


Your customers become 	

part of your company.	


	
  

The Progression of Economic Value

Relevant to

Differentiated
Stage
Experiences

Competitive
Position

Deliver
Services

Make
Goods

Undifferentiated
Market

Extract
Commodities

Needs of
Customers

Irrelevant to

Pricing

Premium

3
1/26/14

Four	
  Genera1ons	
  

Tradi1onalists	
  

Baby	
  Boomers	
  

4
1/26/14

Gen	
  X	
  

Gen	
  Y	
  

Which	
  Genera1on	
  Are	
  You?
	
  

5
1/26/14

Marketing is
Being
Reinvented.	


6
1/26/14

The	
  New	
  Defini1on	
  of	
  
Marke1ng:	
  

!  Turning	
  strangers	
  into	
  
friends,	
  
!  Friends	
  into	
  customers,	
  
!  Customers	
  into	
  evangelists!	
  

7
1/26/14

8
1/26/14

9
1/26/14

Listening	
  

Convert	
  
Community	
  
Building	
  
Content	
  

Broadcas1ng	
  

10
1/26/14

Collaborate	
  

Resilience	
  

Differentiate: Stand out from the herd.	


Yo! Over Here!	


11
1/26/14

Relevance	
  

Authen1city	
  

Thought	
  Leadership	
  

12
1/26/14

Meaning	
  and	
  Purpose	
  

Values	
  and	
  Vision	
  

Transparency	
  

13
1/26/14

Instant,	
  Public	
  and	
  Permanent	
  
Change	
  and	
  Transforma1on	
  
New	
  Value	
  Proposi1ons	
  Needed	
  
New	
  ways	
  of	
  communica1ng	
  
Friends-­‐Customers-­‐	
  Evangelists	
  
Social	
  Media	
  Marke1ng	
  
New	
  Skills	
  
Differen1a1on	
  and	
  Relevance	
  

What	
  you	
  are	
  is	
  what	
  you’ve	
  been,	
  and	
  what	
  you	
  
will	
  be	
  is	
  what	
  you	
  do	
  now.	
  	
  Buddha	
  

Thank You!	

Paul A. Kiewiet MAS CPC CIP	

paul@brandkiwi.com	

www.create2bgreat.com	

Follow me on Twitter @paulkiewiet	

Friend me on Facebook: PaulKiewiet	

Let’s Link up on Linked In	

Check out my YouTube Channel	

Create2bGreat	

Subscribe to my newsletter	

Follow my blogs	


14

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The New Rules of Marketing: How to Be Relevant in the Digital Age

  • 1. 1/26/14 The  New  Rules  of  Marke1ng:     How  to  Be  Relevant  in  the  Digital  Age   Paul  A.  Kiewiet  MAS  CIP  CPC   www.create2bgreat.com  paul@brandkiwi.com  269-­‐806-­‐4489   Change  or  Transforma1on?   1
  • 2. 1/26/14 Change?   Or   Transforma1on?   •What  Does  This  Mean  to  Us   as  Marketers?   •Genera1onal  Changes   •Social  Media  and  a  new   defini1on  of  marke1ng   •  The  New  Rules   Business Without Borders Full-scale globalization 2
  • 3. 1/26/14 In this Web 2.0 World Your customers become part of your company.   The Progression of Economic Value Relevant to Differentiated Stage Experiences Competitive Position Deliver Services Make Goods Undifferentiated Market Extract Commodities Needs of Customers Irrelevant to Pricing Premium 3
  • 5. 1/26/14 Gen  X   Gen  Y   Which  Genera1on  Are  You?   5
  • 7. 1/26/14 The  New  Defini1on  of   Marke1ng:   !  Turning  strangers  into   friends,   !  Friends  into  customers,   !  Customers  into  evangelists!   7
  • 10. 1/26/14 Listening   Convert   Community   Building   Content   Broadcas1ng   10
  • 11. 1/26/14 Collaborate   Resilience   Differentiate: Stand out from the herd. Yo! Over Here! 11
  • 13. 1/26/14 Meaning  and  Purpose   Values  and  Vision   Transparency   13
  • 14. 1/26/14 Instant,  Public  and  Permanent   Change  and  Transforma1on   New  Value  Proposi1ons  Needed   New  ways  of  communica1ng   Friends-­‐Customers-­‐  Evangelists   Social  Media  Marke1ng   New  Skills   Differen1a1on  and  Relevance   What  you  are  is  what  you’ve  been,  and  what  you   will  be  is  what  you  do  now.    Buddha   Thank You! Paul A. Kiewiet MAS CPC CIP paul@brandkiwi.com www.create2bgreat.com Follow me on Twitter @paulkiewiet Friend me on Facebook: PaulKiewiet Let’s Link up on Linked In Check out my YouTube Channel Create2bGreat Subscribe to my newsletter Follow my blogs 14