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.

Text of Marketing is dead. Long live new marketing

  • Despre marketing online si alti monstri
  • Gabriel Dombri | Marius Lobontiu
  • The world has changed.
  • Its an unfinished process.
  • We are into it.
  • Business is about TWO things: people & people
  • Price Product Placement Promotion People Process Physical presence
  • Definitions:
  • The management process responsible for identifying, anticipating and satisfying customer requirements profitably. The Chartered Institute of Marketing definition, 1976.
  • 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
  • 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)
  • Marketing is Everything. Regis McKenna, 1991
  • A strange marriage: Marketing + Internet = Internet Marketing
  • Marketing is a strategic process
  • The rest are tactics.
  • You dont need a website. You need an online strategy.
  • Web 1.0 Efficientisation Digitalisation Translation A silo.
  • Web 2.0 Specificity Networking Involvement Your trail of crumbs.
  • The prophets & the apostles. 1995 2006 .amazon .myspace .google .facebook .blogger .flickr .wikipedia .youtube .second life .twitter
  • 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
  • We are all marketers.
  • Brands have now the opportunity to be reached, by people, when people want to. Helge Tenn, Screenplay
  • From Story to Experience From Channel to Arena From Content to Context
  • We create the value.
  • Whats the point for marketing?
  • The trail of crumbs: The web is looking back. Every second.
  • They own you.
  • Put the food in front of the hungry.
  • 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
  • Back to what marketing used to be: It changes more than one P
  • New Definitions:
  • Marketing is not about selling stuff, it's about giving the participant a reason to buy stuff. H.T.
  • 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 Tenn
  • The new business context:
  • The new Marketing economy is about understanding context and adding deliberate value H.T.
  • The new brand context:
  • Becoming the most valuable brand inside the experience sorrounding the product and the brand. H.T.
  • The new strategy:
  • Don't market to consumers, market to situations. + create platforms of involvement
  • The new product strategy:
  • The brands aren't product providers, but value providers. + consumer prosumer
  • Tim Berners Lee. Kevin Kelly. Helge Tenn. Seth Godin. Tim OReiley. Malcolm Gladwell.
  • Intrebati-ne: Marius Loboniu marius.lobontiu@yahoo.com Gabriel Dombri gabriel@dombri.ro