The document discusses several key topics about modern marketing including choosing the right media, integrating traditional and digital marketing, and nourishing brands in the digital age. It emphasizes that marketing creates the best environment for sales, targets the customer, and focuses on objectives like market share and brand while sales targets units, products, and benefits. The customer is central to all marketing activities.

1. • Just what is Marketing
today?
• Making the right
choice of media
• The way to integrate
Traditional and Digital
• Some things don’t
change
• Nourishing your
brand in the Digital
Age

3. <you>

4. 1. It’s NOT the same as SALES
2. The medium is NOT the message
3. Nourish your brand in the digital era
4. The customer is all

5. Marketing creates the best environment for your selling....
Sales Marketing
Targets
Units
Products
Benefits
Buyer
Turnover
Objectives
Market Share
Brand
USP & Values
Customer
Profit

6. • Switching
• Churn
• Retention
• Pricing

7. Publicity & Marketing Manager
Head of Marketing
Business Development Director
Consumer Marketing Manager
Head of Digital Customer Marketing
Vice President (Marketing and Commutations Manager)
Promotions Coordinator
Marketing Director
Customer Marketing Controller
Marketing Team Leader
Insight Director
On-line Manager
Trading & Acquisition Marketing Manager
Sales & Marketing Director
Marketing and CRM Manager
Proposition Development Manager
E-Commerce Manager
Senior Affiliate Marketing Manager
Internal Communications Associate
Marketing & Communications Manager
Corporate Marketing Director
Head of Product and Proposition Strategy
Social Marketing and Commerce Manager
Marketing Services Executive
Shopper Marketing Team Leader
Market Insight Manager
Segmented Pricing Manager
European Poultry Business Manager
Marketing Database Analyst
Head of Marketing Services
Marketing Campaign Manager
Business Communications Manager
PPC Executive
eCRM Executive
Roadshow & Event Coordinator
Online Marketing Manager
Marketing Project Manager
Partnership Marketing Executive
Product Planner
Customer Experience Manager
Web Analytics Specialist
Acquisition Conversion Assistant

8. “To create and capture
customer desire
for what the company
does at a
sustainable profit.”

9. A Sale
starts with
a Search
To Google
everyone
is equal
Social
Media costs
nothing but
TIME
Experience
is Expertise
1 2 3 4

10. Media is in the hands of the
consumer
It’s a two way thing
It has to be worthwhile + mutual

11. 90%
Ownership
2014

14. • Two way dialogue
– Talking WITH not AT
• A slow burn …yet
• Platform + set up
• Involvement
• Management time
• Support Media
Engage with the
customer on their
terms…
It all should point
one way…to sales
and the web

15. CUSTOMER

16. 1.Provides the
creative
‘umbrella’
2.The centre
of all
Marketing

19. Products
are
PEOPLE
Brands
are
FRIENDS
We have relationships with friends!

20. Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values

23. MARKETING
CENTRAL

24. Best
know the
customer!
Use
research!
Customers +
competitors

26. How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong

27. Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for?

28. • Marketing is more than a
series
of activities
• Marketing is the only
business function that
delivers growth
1. More of
the same…
2. More from
the new…