marketing is dead. long live new marketing
DESCRIPTION
A presentation held with Marius Lobontiu in Buil Your Career (an AIESEC Cluj-Napoca event) on October 12th 2009.TRANSCRIPT
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Marketing is dead.Long live new marketing
October 12th, 2009, Cluj Napoca
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Gabriel Dombri | Marius Lobonţiu
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The world has changed.
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An unfinished process
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We are into it.
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Business is about 2 things:people & people
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marketing is &
(but they didn’t get it)
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Before internet: P c
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Definitions:
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The management process responsible for identifying, anticipating and satisfying
customer requirements profitably.The Chartered Institute of Marketing, 1976
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Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products
and value with othersPhilip Kotler
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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
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Marketing is Everything.Regis McKenna, 1991
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A strange marriage:
Marketing + Internet = Internet Marketing
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Marketing is a strategic process
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The rest are tactics.
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The website as a step along the way.
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You don’t need a website. You need an online strategy.
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Web 1.0Efficientisation
DigitalisationTranslation
A silo.
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Web 2.0Specificity
NetworkingInvolvement
Your trail of crumbs.
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The prophets & the apostles: 1995 – 2006
amazon.google.blogger. wikipedia.secondlife.
myspace.facebook.flickr.youtube.twitter
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Web 3.0 (beta)The web of things
New connections for old devicesNew devices for old connectionsThe web steps out of the digital
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We are all marketers now.
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Brands have now the opportunity to be reached, by people, when people want to.
Helge Tennø, Screenplay
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From Story to ExperienceFrom Channel to Arena
From Content to Context
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We create the value.
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So, what’s the point for marketing?
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The trail of crumbs:The web is looking back.
Every second
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They (almost) own you.
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Put the food in front of the hungry.
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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
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Back to what marketing used to be:
it changes more than one P
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New Definitions:
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Marketing is not about selling stuff, it's about giving the participant a reason to
buy stuff.H.T.
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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
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The new business context:
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The new Marketing economy is about
understanding context and adding deliberate value…
H.T.
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The new brand context:
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Becoming the most valuable brand inside the experience sorrounding
the product and the brand. H.T.
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The new strategy:
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Don't market to consumers, market to situations.
+create platforms of
involvement
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The new product strategy:
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The brands aren't product providers, but
value providers.+
consumer prosumer
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Tim Berners Lee.Kevin Kelly.Helge Tennø.Seth Godin.
Tim O’Reiley.Malcolm Gladwell.Bogdana Butnar.