intro: marketing in the digital age

INTRO:MARKETING IN THE DIGITAL AGE

MIKE OSSWALD VP, EXPERIENCE INNOVATION

a shorthistory lesson

1900

HISTORY OF MARKETING

DISTRIBUTION & COMMUNICATION

1865MAKE IT!

1900

HISTORY OF MARKETING

DISTRIBUTION & COMMUNICATION

1900

HISTORY OF MARKETING

DISTRIBUTION & COMMUNICATION

’60sSALES

1900 ’60s ’80sSALES MARKETING / R&D

HISTORY OF MARKETING

DISTRIBUTION & COMMUNICATION

digital age

17% access Internet only with mobile devices

As of 201255% of Americans had used a

mobile device for Internet access

In 201326% of Americans own all three

smartphones are outselling feature phones

Tablets are the fastest-growing consumer electronics technology, ever

tablets are outselling laptops

In 2013

Mobile web use is surpassing desktop use

2007 2009 2011 2013 2015

In 2013

Self-Expression1%

Discovery4%

Preparation7%

Managing Life11%

Shopping12%

Socializing19%

“Me time”46%

We markethere!

So everything we know has to change, right?

No.

Also, yes.

4 Modern Principles for Marketing

So what is Marketing?

Marketing is telling people why

you have what they need, and listening to what

they care about.

Old Principle 1Plan Your Markets

1Always beListening

Old Principle 2Promotion

Old Principle 3Activation

3Always Execute

Purposefully

Old Principle 4Integrated Marketing

Communications

4Always be

Agile

Listen Continuously

Have Conversations

Execute with Purpose

Be Agile

See more at

HANSONINC.COM/SUMMIT