Table of Contents
PPT Slide
Greatest Culture Shift for 50 Years 4 words – “the ultimate slogan”
F U T U R E Marketing
PPT Slide
The world can change faster than you can book advertising campaign
Market Research Can Be Wrong
There’s a serious, almost invisible threat to the health of every large corporation and it’s growing very rapidly
It can completely destroy your business in less than a week
It’s a hundred times more powerful than globalisation or the internet..
It’s highly infectious, and can take out a network of businesses in one attack. Governments are controlled by it, laws are weak against it and most CEOs are unprepared for it.
No book of management strategy adequately addresses it and most employees have never heard of it
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It’s all about media and emotion
What was bad is becoming good and what was good is becoming suspect Ways of doing things that have worked for decades are looking old fashioned or immoral while other practices that raised questions are becoming totally acceptable
Yet some brands go on and on
Food and Drink Business Example of huge sensitivity to media “Price, Trust, Quality, Convenience”
Let humans contact humans! Whenever, however, wherever
The Future of Direct Mail Campaigns
Did I ask for it? Do I want it? Impact down - so many campaigns are low quality
Intelligent Marketing
Paper Power will continue…
… Digital Mega-Power
“Permission” Marketing – e-mail Don’t even think about use of junk
Three Big corporate e-mistakes
Internet Ultimate Direct Marketing Tool
Net Campaign Timetable
Banners in seconds
Successful Viral Marketing – for a job
PPT Slide
Fastest, low cost way to get messages to many people: SMS etc
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Digital TV – Total Response
The death of general TV adverts Digital TV – with ad screening
People and Products = Wireless Nodes
PPT Slide
Mega-cities = Mega-markets
Feminisation of Market
How to Encourage Women at Work Performance targets for % of your own team working part-time / flexible hours ? 50% increase in female managers
Old Money is Big Money
PPT Slide
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Tribal conflicts
Europe will be dominated by conflict between local identity and regional power
Positive Tribalism = Values
Building a tribe
Global Values Clash
Tribal Marketing Global brands yet local
Tribal Marketing - Types
Precise Positioning = Future Success
Quidel – Pregnancy testing Identical product – different targets, packaging, positioning and pricing (Prof Mark Ritson LBS)
PPT Slide
PPT Slide
Merger Madness?
Universal Brands - Success?
McDonalds may rule the world but niche markets will remain
Expect growing anger at globalization to affect corporate and government policy
PPT Slide
Death of Political Theory
New Politics
Single Issues eg
Environmental Lobby
How did this turkey live and die?
Did chickens ever run around on these legs?
Coffee fair trade for growers
PPT Slide
Deep Human Needs
The Issue is Passion
Work – Life Balance
60% of US work for nothing
Corporate Values
Companies concerned with
Individuals concerned with
How to Make Things Happen Why People Do What They DO
“Building a Better World” The ultimate slogan – Keep it simple !
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Turning the cube...
The greatest challenge to marketing in the next decade will be to change fast enough to keep pace with new technology and new values Either we take hold of the future or the future will take hold of us
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