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Marketing is dead. Long live new marketing


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A presentation held with Marius Lobontiu at Build Your Career (an AISEC Cluj-Napoca event) on October 12.

Published in: Business, News & Politics
  • Thank you, Helge! There is quite challenge for brands to get into being 'value providers' for their customers [not product providers, not story providers] and one of the answers to the blurry state of that situation [blurry even from a theoretic point of view] might be what Seth Godin calls the transition from brand management towards tribe leadership. And in this instance, the whole social networking boiling has a huge importance in aggregating and communicating within a context.
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  • Very nice quotes on slide 11 and 12. hadn't seen the full version of the Drucker quote before, but it makes more sense then the shorter version.

    I am looking forward to seeing the whole thing designed and produced..

    Good luck :o)

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  • Da, Calin. Dar e ca si cum ai spune ca offlineul a venit inainte de online. Evident ca habitudinile noastre sunt alea din afara web-ului, evident ca pozitionarea noastra online urmeaza niste linii stabile intai offline, dar ceea ce zic eu este ca acest nou 'mediu' prin felul in care el se aseaza ca platforma pemanenta (always on) aduce niste schimbari importante la nivel de comunicare si apoi la nivel de comportament. Luat din directia cealalta, daca acest nou mediu nu ar fi aparut, am fi pierdut mai mult decat o alta forma de manifestare a acelorasi obisnuinte (de comunicare, de socializare, de business chiar). Online e mai mult decat 'mai repede si feedback instant': conectarea comunicativa pe care a adus-o (cea mai puternica din istoria cunoscuta a umanitatii) NE-A SCHIMBAT efectiv. E diferenta dintre one-to-one call si megafon. Lucrurile se spun mai des decat oricand public si, mai ales, se aud mai acut ca oricand.
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  • Ok. Vad perspectiva. Dar gandeste-te ca jocurile sociale (care le vezi acum in online) intai au aparut offline (cand adunai cartonase care le puneai intr-un album si te laudai prietenilor... faceai schimb de abtibilduri ... si alte cele). Principiile sunt aceleasi... Tot ce face online-ul este sa ofere o platforma virtuala unde lucrurile sa se intample mai repede si feedbackul sa fie instant.
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Marketing is dead. Long live new marketing

  1. 1. Despre marketing online si alti monstri
  2. 2. Gabriel Dombri | Marius Lobontiu
  3. 3. The world has changed.
  4. 4. It’s an unfinished process.
  5. 5. We are into it.
  6. 6. Business is about TWO things: people & people
  7. 7. Price Product Placement Promotion People Process Physical presence
  8. 8. Definitions:
  9. 9. The management process responsible for identifying, anticipating and satisfying customer requirements profitably. The Chartered Institute of Marketing definition, 1976.
  10. 10. Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Philip Kotler
  11. 11. Because the purpose of business is to create a customer, the business enterprise has two--and only these two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business. Peter Drucker (1973)
  12. 12. Marketing is Everything. Regis McKenna, 1991
  13. 13. A strange marriage: Marketing + Internet = Internet Marketing
  14. 14. Marketing is a strategic process
  15. 15. The rest are tactics.
  16. 16. You don’t need a website. You need an online strategy.
  17. 17. Web 1.0 Efficientisation Digitalisation Translation A silo.
  18. 18. Web 2.0 Specificity Networking Involvement Your trail of crumbs.
  19. 19. The prophets & the apostles. 1995 – 2006 .amazon .myspace .google .facebook .blogger .flickr .wikipedia .youtube .second life .twitter
  20. 20. Web 3.0 (beta) The web of things New connections for old devices New devices for old connections The web steps out of the digital
  21. 21. We are all marketers.
  22. 22. Brands have now the opportunity to be reached, by people, when people want to. Helge Tennø, Screenplay
  23. 23. From Story to Experience From Channel to Arena From Content to Context
  24. 24. We create the value.
  25. 25. What’s the point for marketing?
  26. 26. The trail of crumbs: The web is looking back. Every second.
  27. 27. They own you.
  28. 28. Put the food in front of the hungry.
  29. 29. old ideea of communication: throw the message to as many as possible and wait for recognition new idea of communication: choose the relevant context, involve people & let them viralize
  30. 30. Back to what marketing used to be: It changes more than one P
  31. 31. New Definitions:
  32. 32. Marketing is not about selling stuff, it's about giving the participant a reason to buy stuff. H.T.
  33. 33. The goal of marketing is not to win the battle of stories (as is the case in the traditional media marketing), but to understand the abilities, emotions and activities of a situation – the context – and add deliberate value to it. Making it better, becoming indispensible as a value provider, and gaining ownership to people through direct relations with them over time... Helge Tennø
  34. 34. The new business context:
  35. 35. The new Marketing economy is about understanding context and adding deliberate value… H.T.
  36. 36. The new brand context:
  37. 37. Becoming the most valuable brand inside the experience sorrounding the product and the brand. H.T.
  38. 38. The new strategy:
  39. 39. Don't market to consumers, market to situations. + create platforms of involvement
  40. 40. The new product strategy:
  41. 41. The brands aren't product providers, but value providers. + consumer  prosumer
  42. 42. Tim Berners Lee. Kevin Kelly. Helge Tennø. Seth Godin. Tim O’Reiley. Malcolm Gladwell.
  43. 43. Intrebati-ne: Marius Lobonţiu Gabriel Dombri