Marketing is dead. Long live new marketing

Marketing is dead.Long live new marketing

October 12th, 2009, Cluj Napoca

Gabriel Dombri | Marius Lobonţiu

The world has changed.

An unfinished process

We are into it.

Business is about 2 things:people & people

marketing is &

(but they didn’t get it)

Before internet: P c

Definitions:

The management process responsible for identifying, anticipating and satisfying

customer requirements profitably.The Chartered Institute of Marketing, 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 othersPhilip 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.

The website as a step along the way.

You don’t need a website. You need an online strategy.

Web 1.0Efficientisation

DigitalisationTranslation

A silo.

Web 2.0Specificity

NetworkingInvolvement

Your trail of crumbs.

The prophets & the apostles: 1995 – 2006

amazon.google.blogger. wikipedia.secondlife.

myspace.facebook.flickr.youtube.twitter

Web 3.0 (beta)The web of things

New connections for old devicesNew devices for old connectionsThe web steps out of the digital

We are all marketers now.

Brands have now the opportunity to be reached, by people, when people want to.

Helge Tennø, Screenplay

From Story to ExperienceFrom Channel to Arena

From Content to Context

We create the value.

So, what’s the point for marketing?

The trail of crumbs:The web is looking back.

Every second

They (almost) 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 Tennø

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 Tennø.Seth Godin.

Tim O’Reiley.Malcolm Gladwell.Bogdana Butnar.

Ask us:

Gabriel Dombrigabrieldombri@gmail .com

Marius Lobonţiumarius.lobontiu@yahoo.com