Marketing New Game Rotman School Lecture
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The document summarizes a lecture at the Rotman School of Management about marketing. It discusses how marketing needs to change given new technologies and consumer behaviors. Consumers are increasingly using social networks and digital/mobile media over traditional TV, newspapers and magazines. Brands need to engage consumers through innovative experiences across multiple media channels rather than just advertising to them. Marketers must recognize that consumers value community, connectivity and authentic interactions with brands online.
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Marketing New Game Rotman School Lecture
- 1. A lecture at the Rotman School of Management Marketing: The New Game Idris Mootee www.mootee.typepad.com Feb 2006 Confidential and Proprietary © 2006 Blast Radius Inc.
- 2. Ad Agencies are Dinosaurs Confidential and Proprietary © 2006 Blast Radius Inc.
- 3. Agencies are Close to Failing - Jim Stengel, CMO, P&G Confidential and Proprietary © 2006 Blast Radius Inc.
- 4. “Since going online, how has the amount of time you have spent using the following types of media changed?” Decreased No change Increased 26% 70% 2% Television 26% 70% 2% Newspapers 26% 69% 3% Magazines 20% 74% 5% Radio Base: North American online households Source: Forrester’s Consumer Technographics® Q3 2003 North American Study Percentages may not equal 100 because of rounding Confidential and Proprietary © 2006 Blast Radius Inc.
- 5. Confidential and Proprietary © 2006 Blast Radius Inc.
- 6. Agency CRM and Retention Model????? Confidential and Proprietary © 2006 Blast Radius Inc.
- 7. What’s Exactly Going On? Confidential and Proprietary © 2006 Blast Radius Inc.
- 8. Dear CMO, Just in case you didn’t know. We are all competing in an Amazon-Microsoft-Walmart- eBay-Google-Facebook- YouTube-MySpace-iPod- iPhone world. Confidential and Proprietary © 2006 Blast Radius Inc.
- 9. Today far more brands are being transformed into commodities than commodities are being transformed into brands. Confidential and Proprietary © 2006 Blast Radius Inc.
- 10. Increasingly, Consumers Prefer Price Over Brand 70% When I find a brand I like, I stick with it 60% 50% Price is more important to me than brand name 40% 30% 20% 10% 0% 2000 2001 2002 2003 2004 2005 Base: North American households Source: Forrester’s Consumer Technographics 2000, 2001, 2002, 2003, 2004, and 2005 North American Benchmark Study Confidential and Proprietary © 2006 Blast Radius Inc.
- 11. I’m not your “sticky eyeball…” Confidential and Proprietary © 2006 Blast Radius Inc.
- 12. “Do you agree with the following statements?” Sept 2002 Jun 2005 Ads are a good way to learn about new 78% 47% products 41% 21% Ads are entertaining 29% 12% I buy products because of their ads I notice a lot of ads 49% 36% Companies generally tell the truth in ads 13% 7% I don’t pay attention to ads 27% 33% Base: North American households Source: Forrester’s Consumer Technographics® June 2004 North American Study and Forrester’s Consumer Technographics® North American Devices and Access Online Study Confidential and Proprietary © 2006 Blast Radius Inc.
- 13. Social Networks Mobile Googlism Video Location Based Service Confidential and Proprietary © 2006 Blast Radius Inc.
- 14. Which of the following business functions are most likely to be replace by “community” or “social networks”? Marketing 43% 26% Public Relations 11% Distribution 18% Customer Service Source: BR Web Survey 2006 Confidential and Proprietary © 2006 Blast Radius Inc.
- 15. They do not define a brand as necessary the biggest or the most popular. They define them as the most innovative. Confidential and Proprietary © 2006 Blast Radius Inc.
- 16. They want to engage with brands and not marketed to. Confidential and Proprietary © 2006 Blast Radius Inc.
- 17. They value community, connectivity and authenticity. Confidential and Proprietary © 2006 Blast Radius Inc.
- 18. They have a heavy reliance on technology and naturally comfortable with digital media Confidential and Proprietary © 2006 Blast Radius Inc.
- 19. 6-8 Months Confidential and Proprietary © 2006 Blast Radius Inc.
- 20. Geo-Tagged Imagery Connects people through experiences they share right from their mobile phone (photos, video, text). Touch users at 3 core emotions: Vanity, Sociability and Sentimentality. Confidential and Proprietary © 2006 Blast Radius Inc.
- 21. Confidential and Proprietary © 2006 Blast Radius Inc.
- 22. Confidential and Proprietary © 2006 Blast Radius Inc.
- 23. Confidential and Proprietary © 2006 Blast Radius Inc.
- 24. That’s Experiential Marketing It is about capitalizing on participatory culture and the transmediated media environment. Confidential and Proprietary © 2006 Blast Radius Inc.
- 25. That’s Experiential Marketing Developing brand experiences that cut out across multiple media channels enhances consumer identification and engagement with both products, services and brands. Confidential and Proprietary © 2006 Blast Radius Inc.
- 26. A lecture at the Rotman School of Management End of Part One www.mootee.typepad.com Confidential and Proprietary © 2006 Blast Radius Inc.