Transcript Slide 1 - WordPress.com

Marketing Trends
June 7, 2007
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Marketing
“…identifying and meeting human and social needs.” Philip Kotler
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Agenda
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Myths
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Trends
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Paradigms
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Driver
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The Internet
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The Internet continues to be the key driving force
behind marketing innovation
viral marketing
buzz marketing
vblog
podcasting
contentcasting
WOMM
widget
bliget
chicklet
buzztracker
trackback
digg
tag
typelist
blogroll
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mashup
delicious
social media
social bookmarking
SMO
Marketing Myths
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The same marketing techniques work every time
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You need a multimillion budget to create a commercial
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Marketing is all about advertising
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Marketing is simply an operational expense
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A perfectly executed marketing plan will guarantee success
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Marketing’s goal is to increase sales
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Marketing starts when you’re ready to launch
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Marketing is a function. “Marketing owns it”
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Innovation comes from inside

Never give the product / service away
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You must position and identify with an industry & competition
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Target the broadest customer segment
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Crisis In Mass Marketing
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18%: Proportion of TV advertising campaigns generating positive ROI

54 cents: Average return in sales for every $1 spent on advertising
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256%: The increase in TV advertising costs (CPM) in the past decade
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84%: Proportion of B2B marketing campaigns resulting in falling sales
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100%: The increase needed in advertising spend to add 1-2% in sales
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14%: Proportion of people who trust advertising information
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90%: Proportion of people who can skip TV ads who do skip TV ads
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80%: Market share of video recorders with ad skipping technology in 2008
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95%: The failure rate for new product introductions
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117: The number of prime time TV spots in 2002 needed to reach 80% of adult population – up from
just 3 in 1965
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3000: Number of advertising messages people are exposed to per day
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56%: Proportion of people who avoid buying products from companies who they think advertise too
much
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65%: Proportion of people who believe that they are constantly bombarded with too much advertising
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69%: Proportion of people interested in technology or devices that enable them to skip or block
advertising
Source: Justin Kirby & Paul Marsden (2006). Connected marketing. Oxford, UK: Butterworth-Heinemann. xix
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Status of Marketing Management
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“In many organizations, the corporate marketing function has lost
budget, head count, influence, and confidence, resulting in strategic
consequences than run deeper than many managers may realize.”
Source: The Decline and Dispersion of Marketing Competence. 2006 MIT Sloan Management Review
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Trends
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Green
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Grey
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Karma Capitalism
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Transparency
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Authenticity
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Democratized advertising
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WOMM
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Controversy
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Market space
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Social media
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Trusted social media advertising
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Online paid search ads
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Out
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Traditional advertising
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Monologue
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Market place
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Classical 4Ps paradigm
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70+ Million Weblogs
March 03
March 07
Source:http://www.sifry.com/alerts/archives/000493.html
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Websites WW
In May 2007, the number reported
was a little over 118 million
worldwide
Netcraft November 2006 survey
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Source:http://www.sifry.com/alerts/archives/000493.html
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Posts By Language
#1 Japanese
#3 Chinese
#2 English
Source:http://www.sifry.com/alerts/archives/000493.html
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Global Online Population
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Currently about 1.2 billion
Projected to grow to 1.8 billion by 2010
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Summary
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70 million weblogs
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About 120,000 new weblogs each day, or...
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1.4 new blogs every second
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3000-7000 new splogs (fake, or spam blogs) created every day
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Peak of 11,000 splogs per day last December
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1.5 million posts per day, or...
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17 posts per second
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Growing from 35 to 75 million blogs took 320 days
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22 blogs among the top 100 blogs among the top 100 sources linked to in Q4 2006 - up from 12 in the prior quarter
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Japanese the #1 blogging language at 37%
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English second at 33%
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Chinese third at 8%
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Italian fourth at 3%
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Farsi a newcomer in the top 10 at 1%
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English the most even in postings around-the-clock
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Tracking 230 million posts with tags or categories
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35% of all February 2007 posts used tags
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2.5 million blogs posted at least one tagged post in February
Source: Technorati March 2007.
http://www.sifry.com/alerts/archives/000493.html
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Social Media
Social media describes the online technologies and practices that people use to share opinions, insights,
experiences, perspectives and media itself. Social media can take many different forms, including text,
images, audio, and video. These sites typically use technologies such as blogs, message boards, podcasts,
wikis, and vlogs to allow users to interact. Source: Wikipedia
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Word of Mouth Marketing
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Aqua Teen
WOMM: Umbrella term
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Buzz marketing
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Viral marketing
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Turning most loyal customers into citizen marketers
Street marketing
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Identifying and finding the influencers
Evangelist marketing
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Branded material, websites, widgets, bligets, videos, utilities, collaboration tools
etc. that sneezers spread. ParkRidge47, Vote Different
Influencer marketing
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Special hook, event, promotion. Aqua Teen Hunger Force Boston Bomb Scare
Interacting at popular offline places like Buzz Oven
Buzz Oven
Stealth / Undercover marketing
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Bree, lonelyGirl15
Bree
Source:
Justin Kirby, & Paul Marsden (2006). Connected marketing. Oxford, UK: Butterworth-Heinemann. 198
YouTube
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Widget Marketing
Cool plug-n-play things for
your sidebar
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Mashup
Example of
Google Maps
mashup on
MySpace
account.
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U.S. Online Ad
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$16.9 billion market in 2006
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5.9% of the $285 billion total U.S. advertising market in 2006
Notable M&A activity
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Google bought DoubleClick for $3.1 billion in 4/07
Microsoft bought aQuantive for $6 billion 5/07
WPP Group bought 24/7 Real Media for $649 million 5/07
Source: Wall Street Journal, May 25, 2007, pg. B1
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U.S. Online Ad Spending
Source: Wall Street Journal, May 25, 2007, pg. B1
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New Paradigm
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Sell your idea first
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Find your actors (audience) first
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Size does not matter - PlentyOfFish
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Reduce risk by pushing control out
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Value creation increases at the edge
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Decentralize authority, process, and IP
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Transparency creates value
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Truth travels fast
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Price alone is not sustainable
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Reengineer your value chain
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Skip intermediaries wherever possible
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Reinvent your business models
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Change the status quo
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New Paradigm
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Democratization of 4Ps paradigm
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Citizen branding
Collective collaboration
Collective risk sharing
Collective product innovation
Collective IP ownership
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Citizen marketers will sell “remarkable” ideas
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Innovators should adopt the 1% rule
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Work backwards
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If you don’t find the “sneezers” or connectors, the 80/20% rule won’t matter
Build your brand around your idea first. If the community you are targeting does not coalesce and
rally around the idea, continuing to build the product is irrelevant
Create your own “blue ocean”
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If you play it safe and go by the rules of your industry, value chain, and business model – you’re
dead!
Most industries and markets are saturated and highly concentrated.
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Old 4Ps Paradigm
Value Creator
Customer
4Ps
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New Paradigm
Value Innovator
Customer
Product
Brand
4Ps
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New Value Innovation Paradigm
Source: Mohanbir Sawhney, & Deval Prikh (2001). Where value lives in a networked world. Harvard Business Review,
HBR #R0101E.
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It’s About Social Behavior
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It’s not about a cheaper product or your idea. Try to change customer
behavior.
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It’s not about better coffee – it’s about the place
I am not looking for a ¼” drill bit – I need to make a hole
It’s not about the hog, it’s about a lifestyle
It’s not about the sound – it’s about how it makes me feel
It’s not about the sound – it’s about being hip
It’s about my space
It’s about my video
It’s about my opinion
It’s about the experience
It’s about your choices, places, and time
Examples
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Apple, Starbucks, JetBlue, MySpace, Harley-Davidson, Tivo, Stew Leonard’s,
Threadless
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Implications
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Reached the tipping point
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The static web maturing
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Monologue marketing out
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Live Web (a/k/a Blogosphere) is making information transparent
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Word travels fast
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People are more likely to act on a peer’s recommendation by factor X
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Marketing is a reflection of social paradigms
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The new social media and networks changing customer expectation and
behavior
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