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Marketing shifts in the digital age

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MARKETING
SHIFTS
1
RE-THINKING MARKETING
IN A DIGITAL WORLD
IT’S NOT
ABOUT DIGITAL MARKETING

IT’S
MARKETING IN A DIGITAL AGE
8
MEGA
MARKETING
SHIFTS
3
SHIFT #1
ONE
BIG
THING

THE RIGHT
SMALLER
THINGS

GOODBYE 360 CAMPAIGNS

360

Real-time marketing for a real-time world.
Not singular messages, but multiple streams of ideas.
More than polished campaigns, but continuous strategic strikes.
4

Adapted from Matt Howell

HELLO 365
DAYS

365
SHIFT #2
RIGID STRATEGY

AGILE PLANNING
LEARN
LEARN

PLAN
PLAN
DESIGN
DESIGN
LAUNCH
LAUNCH

BRAND
BRAND
IDEA
IDEA

INSIGHT
INSIGHTS

STRATEGIC
STRATEGIC
STRIKE
STRIKE

LEARN
LEARN

SPEED
SPEED
MEETING
MEETING

LISTEN
LISTEN

PLAN
PLAN
DESIGN
DESIGN
LAUNCH
LAUNCH

ADJUST
ADJUST

STRATEGIC
STRATEGIC
STRIKE
STRIKE

SPEED
SPEED
MEETING
MEETING

LISTEN
LISTEN

FUTURE: BIG BRAND IDEA, STRATEGIC STRIKES, RAPID ITERATIONS

Instead of strictly following a plan, plan for change.
Rapid testing hypotheses rather than extended research and deduction.

Collaboration and conversation over strategy decks and documentation.
5

ADJUST
ADJUST
SHIFT #3
DIGITAL AS
DEPARTMENT

DIGITAL
AS GLUE

Advertising

Advertising

Direct Marketing

Direct Marketing

Partnership Marketing

Partnership Marketing

Sales Promotion

Sales Promotion

Public Relations

Public Relations

Experiential Marketing

Experiential Marketing

Digital
Break down silos, inject digital thinking throughout.
All marketing ideas have digital implications.
All digital ideas have marketing implications.
6

Digital

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Marketing shifts in the digital age