CMO + CIO = CDO

Presenters: Mike Fleming, M.A. and

Christine Leja, CDP/CCP

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*Marketing Overview

*Marketing Maze (2X), Size matters (2X)

*MIE and ITIE (P-D)

*Gap, TGIF, Water

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*Why We’re Here…

*Universal IT-access is doubling the knowledge baseexponentially

*Universal IT-access has inverted the business-to-consumer (B2C) relationship

*Where you’ve been can help predict where you areheaded

*We hope this presentation produces dialogue andforethought

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*Marketing 1.0

*Kotler: “Product centered and transaction based.”;Downhill B2C

*Product: “New/Improved,” New Coke, “Push,”“Value”= Quality

*Price: Birth of three-tier; a function of place

*Place: Sears/Catalog, 7-Eleven, Coors “Mystique”

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*Marketing 1.0 (Cont)

*Promotion:

* AD – “4 out of 5 dentists,” “1 Million Sold,” Ethos/Logos

* SP – Free Cigarettes, “Disco Night,” Les Nessman

* PR – Born academically; “one-way symmetrical model”

* IT Tools - Tansportables, bag-phones, SAT-FAX(Ironman/Ireland)

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*Information Technology

*Ma Bell, Western Electric and IBM

*Telecommunications and LANs (ARCnet and StarLAN)

*Hardware – Mainframes, Minicomputers and PersonalComputers

*Software

* Accounting

* Manufacturing – MRP, MRP II and Just-In-Time (JIT)

* Word Processing and Spreadsheets

*Operation System - Unix

*TCP/IP Standard

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*Marketing 2.0

*Kotler: “Customer-based and relationship-oriented”

*Product: Mega-segmentation, Push-to-Pull,

“Value”= Volume (Super-sized)

*Price: Multi-tiered, “Ultra” to “Dirt Cheap”

*Place: Catalogs/Warehouses morph into websites

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*Marketing 2.0 Continued…

*Promotion:

* AD – MTV-era shift to emotional appeal (pathos)

* SP – The emergence of strategic alliances

* PR – Approaching two-way symmetry

* IT Tools - Laptops and cell phones

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*Information Technology

* Internet – Browsers

* 1990 - First Browser: WorldWideWeb (later NEXUS)

* 1993 - First Graphical Browser: Mosaic (later Netscape)

* 1995 – Microsoft Internet Browser

*PANs, LANs, CANs, MANs, and WANs

*Enterprise Resource Planning (ERP) – Term first used in1990 by Gartner for software going beyond manufacturing

*Customer Relationship Management (CRM)

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*Marketing 3.0, a.k.a. “Consumerization”

*Kotler: “Interlinked, collaborative and value-based,”

Even Steven!

*Product: Full-Pull, e.g., postsecondary-ed

*Price: Blurred versus tiered,

“Value”= Convenience (at any price?)

*Place: Campus, Online, “In your PJs”

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*Marketing 3.0, a.k.a. “Consumerization”

*Promotion:

* AD – Diluted/Buyers market; low-cost (viral) options

* SP – MIE and freebies abound; free-trial predators

* PR – Level, Rebirth of WOM, New “Journalism” (BND)

* IT Tools - “Have Cell, Can Deliver”

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*Information Technology

*eCommerce

*Mobile Platforms – Tablets and Smartphones

*Web Apps

*Search Engine Optimization (SEO)

*Analytics

*Consumerization

*Real Time Interaction

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*Marketing 4.0 – Future-Casting

*4.0: Pendulum-swing past “symmetry/equilibrium?”

*Product: Full-Pull to Customization

*Price: Groupon, eBay, Bidding Gone Wild?

*Place: “As You (the consumer) Like(s) It?”

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*Marketing 4.0 – Future-Casting Continued…

*Promotion:

* AD – Consumer: “I only want ads about…”

* SP – Consumer: “Give me extra convenience.”

* PR – Will reflect “The New Journalism”

* IT Tools - “Pricey Advice” (Samples)

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*IT 2012 Tools

*Web Development Software

*App Development Software

*Cloud Services

*Mobile Platform Software

*Social Media

*Social Networks

*Blogs

*Bandwidth

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*IT and Marketing – Relationship Management

*Content Management

*Designing – Artistic and Technical

*Drawing in the Consumer

*Keeping the Consumer

*Surveys on What Next

*Consistency of Message

*Selling the Organization

*Consumerization

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* IT Challenges

*Keeping Pace with IT and Marketing

* Instant Development Response Time

*Minimize Maintenance

*Focus on Deliverables

*Real Time Deliverables

*Hurdle over Constraints

*Protect content, Secure Website, and Entice Online Use

*Very Short Life-Cycles

*What’s Next?

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*Social Media and Networking

* Gartner 2012 Predicts:

IT must coordinate activities in a much wider scope

* Products ONLY Available Online

* Relationship Marketing

* IT to Support Customer Management Strategies

* Adapt, Differentiate, and Innovate Online

* Social Networking and Collaboration Services

* Need Core Competencies in Talent, Risk and Analytics

* Reduce Costs

* Increase Customer Control

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*Relationship Management – IT and Marketing

*Where is the organization going?

*What are the products and services to promote?

*What are the goals and objectives?

*What are the expected outcomes?

*What is the marketing approach?

*What IT tools will deliver the marketing approach?

*What is the expected Mark-IT-ingTM value?

*How do we get there in REAL TIME?

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*Dialogue and Forethought

*How do you see the Marketing and IT partnershipgrowing?

*How will the relationship at the executive table changefor Marketing? For IT?

*What is the strategic value of the Marketing and ITpartnership?

*Your thoughts…