With the onset of 'free' things, the collaborative rent economy, and the 'democratization' of brands much of old marketing is dead. Can it still be revived

1. 1
MARKETING IS DEAD
in.linkedin.com/in/rimjhimray/
(t) @GlobeSlother

2. 2
Nobody watches MTV

Microsoft had 93% of the past and only 4% of the future
Broadcast TV is dead

3. 3
Free is the new Premium

4. 4
The Milennials and the Gen Z are a strange bunch of
kids
• Online
• Hates Corporates
• Wired
• Asocial
• Rent rather than buy
• Loves Parents
• Barter happy

5. 5
Attention is a scarce Commodity

6. 6
You do not own your brand
Brand Communism
Dove’s Real Beauty Campaign
And the Internet memes

7. 7
So What Works?

8. 8
Noiseless Ads
 Do not interrupt. Resonate or respond
 Context based ads – Search Engine Marketing, Facebook ads, Linked In
promotions, Twitter Promoted Tweets

9. 9
On-demand advertising
 Turner broadcasting has launched TV in Context where ads are matched to content.
Eg mobile ads inserted in movies on bikers
 Clear channel launched this for TV
 Mobile advertising- location based or based on data from advanced sensors such
as temperature etc
 Think Tangentially- Even Mumbai Locals serve contextual ads. What about VoD or
customised media such as in-store media or airport lounges.

10. 10
Tell a story that resonates

11. 11
Earned Media Over Paid Media

12. 12
Give More than You Take

13. 13
Invest in Communities

14. 14
Break the Rules
•Accenture pays a tribute to mothers and
IBM’s Watson has to cook for a living
•While marketing in a new world, look
beyond target market. Think of a 360
degree, immersive connect
•Expand the target audience. Think
community
•Dare to infuse craziness into your
marketing

15. 15
Communize the Brand

16. 16
Thank You
Rimjhim Ray
in.linkedin.com/in/rimjhimray/
(t) @GlobeSlother