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The   Evolution of Marketing


                  Christopher Graves

  President & CEO Asia Pacific, Ogilvy Public Relations




                                                          1
The New Marketing Ecosystem




                              3
5
6
Marketing
8
From the 4P’s
 to the 4E’s
From …      To …

Product     Experience

Place       Everyplace

Price       Exchange

Promotion   Evangelism
                         10
From PRODUCT
   to EXPERIENCE



                   11
Beauty Shopping Journey

                 Beauty Issue
                                     Experts
                                   Peers   Specialists
                                                                     Research




Explore/Share




                                                                    Shopping




                Results


                                                         Browsing
                                Purchase
                                                                                12
From PRODUCT to EXPERIENCE




                             13
14
15
16
17
18
From PRODUCT to EXPERIENCE




                             19
Movie: Great_Adv_Website_REV.mpg
From PLACE
   to EVERYPLACE



                   21
banners, portals, pop-ups, pop-unders,
 e-mail messages, interstitials, display
ads, streaming media, rich media, flash,
  animation, branded content, product
  placement, search engine marketing,
     blogs, vlogs, podcasts, vodcasts,
    IM, SMS, RSS, wikis, retail kiosks,
microsites, advergaming, gamevertising,
    alternative reality gaming, social
   networks, wireless, mobile, content
sponsorships, events, buzz, guerilla, and
  viral marketing, iTV, IPTV, and more.23
From PRODUCT to EXPERIENCE




                             24
27
From PRICE
   to EXCHANGE



                 28
“A cynic knows
  the price of
everything, but
 the value of
 nothing” Oscar Wilde
30
From PRICE to EXCHANGE




                         31
Before   After




                 32
33
What do we want from consumers?



• Attention span?

• Engagement?

• Permission?




                              34
LEGO: Customers Help
Create Products




                       +200% better
                          sales




                                      35
From PROMOTION
  to ENGAGEMENT
 & EVANGELISM

                  36
A Brand’s                A Cultural
            Big Ideal
Best Self               Trend/Truth
How Do You Find a Brand’s
Big Ideal?



   “[Insert brand here]
 believes the world would
  be a better place if …”



                            38
“Coke believes the world would be
 a better place if we saw the glass
    as half full not half empty.”
“Dove believes the world would be a
 better place if women were allowed
  to feel good about themselves.”




                                      40
41
42
43
44
45
46
“Give people an
idea so interesting
 that the audience
 wants to share it”
48
Dove: Evolution




                  49
Evolution Remix




                  50
Onslaught




            51
Onslaught Remix




                  52
The results
• The first double Grand Prix at Cannes
  – TV commercial
  – Viral film

• Sales up $500 million since beginning of
  campaign

• Ranked 3rd for most transformed brand
  – Behind YouTube and Google




                                             53
Dell Idea Storm




                  54
55
56
57
58
59
60
Marketer of the Future


1. Experience – do your Customer Journey

2. Everywhere – create an idea with no TV
   or print

3. Exchange – calculate the value of your
   Customer

4. Evangelism – bring passion to your brand
   through engagement
                                              61

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