This document discusses how technology companies will come to dominate the marketing world. It argues that (1) marketing needs technology to target audiences across many channels and measure effectiveness, (2) brand experiences will be technology-based like mobile apps, and (3) products and services will increasingly rely on digital channels. Technology companies are best positioned to access the $4 trillion marketing industry because they can use data, understand brands, create new technology continuously, and focus on high-quality projects. The author believes technology will drive major changes in how marketing is done.
17. This point was lifted from a presentation given by @faris.
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22. Marketing /
Advertising spend
% of net sales revenue, source: Go to marketing Strategies, Dec 2007 $ spent on marketing and advetrising, source: MarketingCharts.com 2007
23. $412 billion
Marketing /
Advertising spend
% of net sales revenue, source: Go to marketing Strategies, Dec 2007 $ spent on marketing and advetrising, source: MarketingCharts.com 2007
36. And, it can’t overcome bad products or bad experiences.
37.
38. So when everything they have always done doesn’t work, how
will marketers get you to prefer their brands?
39.
40. 1. They can pay for audiences across an infinite number of
media channels
41. 1. They can pay for audiences across an infinite number of
media channels
2. They can create “brand experiences” that will create
preference
42. 1. They can pay for audiences across an infinite number of
media channels
2. They can create “brand experiences” that will create
preference
3. They can produce better products and improve the product
buying and owning experiences
44. 1. They can pay for audiences across an infinite number of
media channels
They’ll need to tie all of these channels together to measure
which one is working and then create dashboards to make
decisions about investments.
45. 2. They can create “brand experiences” that will create
preference
These “brand experiences” will be mobile apps, sites and
other digital things.
46. 3. They can produce better products and improve the product
buying and owning experiences
Every companies products and services are going to migrate
to digital channels.
48. 82%
$412 billion
8%
Marketing /
R&D Operations
Advertising
% of net sales revenue, source: Go to marketing Strategies, Dec 2007 $ spent on marketing and advetrising, source: MarketingCharts.com 2007
52. 82%
$3.5 trillion.
$350 billion.
8%
Marketing /
R&D Operations
Advertising
% of net sales revenue, source: Go to marketing Strategies, Dec 2007 $ spent on marketing and advetrising, source: MarketingCharts.com 2007
53. Every day over 30,000 ad agencies try to get at this money.
54. They tell their clients they can innovate their business models.
55. They beg to be involved in product development.
56. They tell them they can help create better shopping experiences.
61. “The value of an idea lies in the using of it.”
- Thomas Edison
62. “An idea that is developed and put into action is more
important than an idea that exists only as an idea.”
- Buddha
63. “Nothing in the world can take the place of persistence. Talent
will not. Nothing is more common than unsuccessful men with
talent.”
- Calvin Coolidge
64. Every idea in modern marketing requires technology to make it
a reality.
65. So, technology companies are in the best position to grab
more of the $4 trillion. How should they do it?