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1CM CCLLINS
S1AN kA
SLkGIC 2MAN
LINDS1CkM
NIkMALAA
GUI2UL1C LINDS1CkM
60's
70's
80's
90's
Mass producLlon and CosL conLrol
koLler's markeLlng concepL
Servlce excellence and nlche
markeLlng
1he age of Lhe lndlvldual and how
Lo proflL from lL!
1PL C8LA1 MA8kL1lnC 1u8nA8Cunu
new nLLu for beglnnlng aL Lnu
W ulsappearance of Mr and/ Mrs Average consumer
W ersonal Llme as Lhe new currency
W uarwlnlan pressure on producLs servlces and sLores
W Weakenlng of maglc ln neLwork Lelevlslon adverLlslng
W leedlng Lhe dlscounL promoLlon monsLer
W uecllne ln brand loyalLy
D|rect
market|ng
erm|ss|on
market|ng
Market|ng w|th
mean|ng
Approach Lhe
consumer dlrecLly
uslng LargeLed
lnformaLlon
Seek consumer approval
and lnpuL prlor Lo
approach
CreaLe markeLlng LhaL
lnvlLes consumer
parLlclpaLlon
AdverLlslng arrlves aL
my home wheLher l llke
lL or noL"
l can choose wheLher or
noL Lo recelve relevanL
adverLlslng"
1he consumer lLself
lmproves my llfe so l wlll
boLh noLlce you f glve
you my buslness"
''1ell and sell''
monologue
Clve and Lake'' dlalogue ''valueadded" beneflL
lnLerrupLlon AuLhorlzaLlon Servlce
locus on medlum locus on message locus on meanlng
1PL nLx1 LvCLu1lCn Cl MA8kL1lnC
1nL AGL CI 1nL INDIVIDUAL!
creaLe MA8kL1lnC SCLu1lCnS noL AuS
creaLe uSLluL CCn1Ln1
Lhlnk CCn1Lx1
don'L forgeL Lhe 88Anu
1he
ldea
ConLenL Lools LhaL make
llfe beLLer ln some way
1hlnk of all of Lhe places Lhe Louch polnLs where
people could engage wlLh our conLenL WhaL are
Lhey seeklng Lhere 1he way Lhey use medla and
Lechnology wlll lnfluence our conLenL
ls Lhe brand cenLral Lo Lhe ldea? Are
we allowlng for experlences LhaL wlll
geL people engaged and ulLlmaLely
move producL?
CeL beyond commerclal messages Solve someLhlng
lnvolve people Lnable Lhem LeL Lhem arLlclpaLe
A brand ls essenLlally
a conLalner for a
cusLomer's n
nwlLh Lhe
producL or company"
SLkGIC 2MAN
8rand loyalLy can be LA8nLu
over Llme Lhrough CCnSlS1Ln1
CSl1lvL LxL8lLnCLS and
LnCACLMLn1S wlLh Lhe brand
#Good re|at|onsh|ps
aren't about c|ear
commun|cat|on
they're about sma||
moments of attachment
and |nt|macy"
ohn CoLLman
LxecuLlve ulrecLor
8elaLlonshlp 8esearch lnsLlLuLe
MA8kL1lnC SCLu1lCnS
CC 8L?Cnu CCMML8ClAL MLSSACLS
SCLvL SCML1PlnC
lnvCLvL LCLL
LnA8LL LCLL
ALLCW LCLL 1C A81lClA1L
C8LA1L 88Anu lAnS
uLLlvL8 vALuL
Cu8 lu1u8L
C8LA1lnC uSLluL
CCn1Ln1 1PA1 MAkLS
LCLL'S
LlvLS 8L11L8
A surge of new Lechnologles and soclal medla
lnnovaLlons are alLerlng Lhe
Convergence ls everywhere lL's easler Lhan ever
Lo reach a large audlence buL harder Lhan ever
Lo wlLh lL
1hese changes are affecLlng Lhe way people behave
medla landscape
really connecL
Are you ready for Lhe fuLure?
S1C
lnLerrupLlng
ulrecLlng
ShouLlng
Plghpowered messages
8eacLlng
8eLurn on lnvesLmenL
8lg promlses
Lxplalnlng
S1A81
Lngaglng
ConnecLlng
LnLlclng
Lngaglng conLenL
lnLeracLlng
8eLurn on lnvolvemenL
lnLlmaLe gesLures
8eveallng/ulscoverlng