The changing marketing landscape Jude Brooks July 2015 Judebrooks.com
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The changing marketing landscape Jude Brooks
July 2015Judebrooks.com
Trying to predict the future is like trying to drive down a country road at night with no lights while looking out the back window.
- Peter Drucker
““
4 BIG changes
1. Technology
2. Sharing
3. Trust
4. Media
1. Technology
Disruptive
• Information at your fingertips
• Data & personalisation
• Hyper-mobility and connectivity
• Cloud technology
• Internet of Things
• 3D printing
• Seamless integration
Evolution of the web
1990 – 2000 Brochureware
2000 - 2010 Transaction
2010+ Social Web
Took pre-existing information and put it
online
Static contentNo social engagement
Added in transactional capability. Some social
bolt-ons
Buy, Sell and ServiceLimited social engagement
Sites being redesigned around people, not
content
Sites with in-built social sharing are thriving
Web is being built around people and meaning⇒
Evolution of social networks
2008 – 2010 Worship
2010 - 2013 Entertainer
2013+ Value Exchange
Social platforms as a temple to the glory of the
brand
All about the number of fans / followers
Brands try to become entertainers
All about the number of interactions
Brands engage their audiences in a mutually beneficial relationship
All about business objectives and purpose
Social networks used for shared purpose⇒
Coca-Cola Journey
2. Sharing
Sharing is increasing
We share MORE content…
From MORE sources…
With MORE people…
MORE often…
MORE quickly…
We share because we care
• Anger
• Fear
• Happiness
• Disgust
• Surprise
• Sadness
We share for a reason
• To bring valuable and entertaining content to others
• To define ourselves to others
• To grow and nourish our relationships
• Self-fulfilment
• To get the word out about causes or brands
We share stories
• Simple
• Unexpected / different
• Concrete
• Credible
• Emotional / resonant
““Drama is anticipation
mixed with uncertainty.
- William Archer
3. Trust
Especially Millennials… ““ They want lives that count, resonate and matter in human terms – and it’s the failure to live that way
that leads them to mistrust organisations.
- Umair Haque, Havas Media Labs
Trust is changing
Trust in authority declining:
• Banks
• NHS
• Legal system and police
• Politicians
• Church
• Media
• Celebrities
So we trust each other more
Trust our networks
• People live in networks of small connected groups
• 150 is the maximum # of connections
• We turn to friends to help make decisions
• We are disproportionately influenced by our strongest ties
4. Media
Media explosion
• Rise of mobile internet
• Proliferation of channels
• Media consumption increasing – multi-screening
• Real-time agility
• Personalised, immediate communications
It’s noisy out there
And Millennials?
Digital natives
• Connected 24/7
• Expect businesses to keep up and engage appropriately
• Expect frictionless, speedy experiences as they multi-screen
• Empowered by information – use social networks to stay informed and manage FOMO
• Understand the value of personal data – value exchange
Passionate, meaningful lives
• Purpose and meaning matters greatly to them
• Global consumers – collaborate across geographic borders
• They care about their community – giving back ““Millennials work more closely together, leverage right
and left brain skills, ask the right questions and take risks previous generations resisted. They truly want to
change the world and use technology to do so.
- Mike Marasco, NorthWestern University
Want to get involved
• Create and curate ““ Creation means to make something valuable and share it with others. We do this because it's empowering and necessary for our world.
- Liz, USA
So what does this mean for marketing?
Marketing’s role remains constant…
Marketing is the right product, in the right place, at the right time, at the right price.
- Adcock“
“
…But decision journey more complex
From To
…So marketing needs to change
FromStop/Start campaigns
Interruptive ads
Telling a message
Focus on new customers
Brand ads
What you say
ToAlways-on programmes
Engaged participation
Creating helpful utility
Focus on loyalty
Branded content
What you do
And specifically for Millennials…
• Find the insight that makes the difference
Geico Unskippable ads
And specifically for Millennials…
• Find the insight that makes the difference
• Invite them to get involved / co-create, don’t talk at them
Share a Coke
And specifically for Millennials…
• Find the insight that makes the difference
• Invite them to get involved / co-create, don’t talk at them
• Think mobile first - be frictionless, seamless and realtime
ebay
And specifically for Millennials…
• Find the insight that makes the difference
• Invite them to get involved / co-create, don’t talk at them
• Think mobile first - be frictionless, seamless and realtime
• Support their causes – give them a reason to care
Volvo Life Paint
Takeaway Tips
• No-one has all the answers so test and learn
• Think digital – and mobile – from the start
• Find meaningful ways to connect
• Be authentic and act with integrity
• Be agile
• What you do is far more important than what you say
All about purpose and meaning
What we believe will impact what we do, which is far more powerful that what we say.
- Antony Mayfield, Brilliant Noise“
“
Jude’s Law ““
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