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
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
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 email@example.com Gabriel Dombri firstname.lastname@example.org