Standing On The Horizon 9/17/2008 A discussion about new media DIGITAL (INTERNET) MARKETING (MKT 9780) Instructor: Dorian Benkoil Guest Speaker David Cutler Oasis Technology Partners www.otpartners.com
Cutler Standing On The Horizon At Baruch
Sep 14, 2014
David Cutler is a guest speaker at the Baruch MBA program
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Standing On The Horizon9/17/2008
A discussion about new mediaDIGITAL (INTERNET) MARKETING (MKT 9780)
Instructor: Dorian Benkoil
Guest Speaker
David Cutler
Oasis Technology Partners
www.otpartners.com
Partially Inspired And Completely Approved By
PAUL ISAKSONSenior Strategic Planner space150
http://www.paulisakson.com/[email protected]
Most Images are under
What’s on the Marketing HorizonWhat’s on the Marketing Horizon?
You Are Standing On It
THEFUTURE OFADVERTISING
THERE ISN’T ANY.
THEEND
THEFUTURE OFMARKETINGIS HERE…
“Marketing and product have converged. The consumer doesn’t separate the marketing experience from the product experience.”
Ajaz AhmedFounder & ChairmanAQKAMarch 2008
Source: Advertising Age - http://adage.com/article?article_id=125664
Transparency = Trust With No Choice
TThe
Word
It Used To Be Called Honesty
OLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
NEW MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
ADVERTISING
CONSUMER
CRM
Shift
“We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.”
Trevor EdwardsVice President, Global Brand & Category ManagementNikeOctober 2007
Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html
Chaos 2.0“…consider something barely imaginable: a post-apocalyptic media world substantially devoid of brand advertising as we have long known it …
It’s a world in which Canadian trees are left standing and broadcast towers aren’t.
It’s a world in which consumer engagement occurs without consumer interruption, in which listening trumps dictating, in which the internet is a dollar
store for movies and series, in which ad agencies are marginalized and Cannes is deserted in the third week of June.
It is a world, to be specific, in which marketing — and even branding — are conducted without much reliance on the 30-second spot or glossy spread.”
What Can You Do About It?
Fish Where The Fish Are… Be The Fish
Join The Playground
del.icio.us
What They Want Versus What You Want
My References – Business Development
Alliance Agent… Biz Dev… Sales with:
Strategic, Creative, & Digital Technology
New Ways of Thinking
www.Cluetrain.com
1- Markets are conversations
2- Almost all marketing and marketers are evil
3- Almost all big businesses have no clue how to satisfy their customers
Crossing The Chasm
Amazon.com
HOW CANYOU CREATEBRAND FANS?
DELIVERVALUETHROUGHMARKETING.
OR, MORESIMPLYPUT…
MAKEPEOPLES’LIVESBETTER.
SO HOW CANWE DO THIS?
PRODUCTINNOVATION
BUILD THE MARKETING INTO THE PRODUCT.
MAKE THE PRODUCT SOGREAT, PEOPLECAN’T HELP BUT TALK ABOUT IT.
Be Remarkable
“Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.”
Seth GodinAuthor / Speaker / Marketing ExpertPurple Cow2002
Source: Purple Cow / Seth Godin / Page 3
THE (VALUABLE) PRODUCT IS THE MARKETING
THE (COOL) PRODUCT IS THE MARKETING
THE (UNIQUE) PRODUCT IS THE MARKETING
The (UTILITY) PODUCT IS THE MARKETING
UTILITY
“[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.”
Nick LawChief Creative Officer, North AmericaR/GAApril 2007
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
What Works (Thanks Code + Theory)
GREAT.BUT MY PRODUCTISN’T COOL.
WHAT CANI DO???
WELL,FRANKLYYOU’RESCREWED.
Pause For Effect …
HOW DOWE CREATETHIS KIND OFMARKETING?
OBSERVE+
LISTEN
ENGAGE
ASK THEM!
Duh.
The Key Value of the Internet …
Easier Collaboration
COLLABORATION
AGENCY CONSUMERS
COMPANY
INFORMATION& INPUT
INSIGHTS & IDEAS
INNOVATION& CONTENT
BETTERBRANDS
COLLABORATION
We Trust Each Other Most – So…?
Crowd Sourcing With Revenue $haring
You Are In The Right Market
ADD VALUETHROUGHCONTENT.
THEY WILLPAY FORGREATCONTENT.
CONTENTIS THENEWCURRENCY
A Startup with the right ingredients…
1.Remarkable2.Replaces Something Inferior
- Saves Time- Makes Life Easier
3.Long Tail Business Model
A Marketplace for remote access application support
www.HelpGuest.com
IF YOU ONLYREMEMBERONE THING…
NEW MARKETING =MAKING PEOPLES’LIVES BETTER.
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