Uploaded byRimjhim Ray
RIP Marketing
The document discusses the changing landscape of marketing, emphasizing that traditional models are ineffective in reaching millennials and Gen Z, who prefer online engagement and community-focused approaches. It highlights the importance of context-based and on-demand advertising, as well as storytelling and earned media over paid approaches. The recommendations include investing in communities, breaking conventional rules, and creating resonant, non-disruptive ads.
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RIP Marketing
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- 2. 2 Nobody watches MTV Microsofthad 93% of the past and only 4% of the future Broadcast TV is dead
- 3. 3 Free is thenew Premium
- 4. 4 The Milennials andthe Gen Z are a strange bunch of kids • Online • Hates Corporates • Wired • Asocial • Rent rather than buy • Loves Parents • Barter happy
- 5. 5 Attention is ascarce Commodity
- 6. 6 You do notown your brand Brand Communism Dove’s Real Beauty Campaign And the Internet memes
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- 8. 8 Noiseless Ads Donot interrupt. Resonate or respond Context based ads – Search Engine Marketing, Facebook ads, Linked In promotions, Twitter Promoted Tweets
- 9. 9 On-demand advertising Turnerbroadcasting 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 such as temperature etc Think Tangentially- Even Mumbai Locals serve contextual ads. What about VoD or customised media such as in-store media or airport lounges.
- 10. 10 Tell a storythat resonates
- 11. 11 Earned Media OverPaid Media
- 12. 12 Give More thanYou Take
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- 14. 14 Break the Rules •Accenturepays a tribute to mothers and IBM’s Watson has to cook for a living •While marketing in a new world, look beyond target market. Think of a 360 degree, immersive connect •Expand the target audience. Think community •Dare to infuse craziness into your marketing
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