How the face of marketing has changed and how we keep the marketing conversation with our consumers relevant. The face of marketing has transformed substantially. It’s no longer a one directional banter or broadcast dais dominated by a production line of messages. The future of marketing has signalled the end of one-way advertising as we know it. The zeitgeist of post-advertising reigns.

1. NEO-CONVERSATION
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2. #MISCONCEPTION
Wayne Kotzé-Flemming
Experience Architect
+ Marketing Purist
@uberwayne
wayneflemming.wordpress.com
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3. #JOURNEY
Consumerism in a post-advertising
age leading to a neo-conversation
zeitgeist
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4. #CHANGE
Marketing has changed
It is no longer a one directional
conversation or broadcast
dominated by a production line of
messages
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5. #CLASSICAL
PRODUCT-CENTRIC PRODUCT-CENTRIC BRAND-CENTRIC
Features Benefits Experience 1980
Database marketing
1941 Relationship marketing
TV Advertising Computer Generated Spam
1880 1970
Earliest Trademarks as Branding 1950 E-commerce
Systematisation of Telemarketing
1905
University of Pennsylvania offers
1867
a course “The Marketing of
Earliest Billboard Rentals
Products”
1922
Radio Advertising
1860 1900 1925 1950 1970 1980
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6. #EVOLUTION
BRAND-CENTRIC CONSUMER-CENTRIC
Emotions Identification Social-branding
2004
Facebook and Digg
1991
Integrated Marketing reaches 2003 2005
academical status My Space YouTube
Vimeo
1984 1998 2006 THE FUTURE
Guerilla Marketing
1985
Google and MSN launched
2001
Twitter
Post-Advertising age
Desktop Publishing Social Bookmarking
2002
Photo
Sharing
1990 2000 2005 2011
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7. #CHANGE
Change is one thing
- progress is another
Betrand Russel
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8. #IT’S A NEW WORLD
Defined by
technology
and
consumer
control
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9. #CONSUMER-CENTRIC
To understand
the heart and
soul of the
consumer
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10. #REVOLUTION
The dialogue will continue
It’s a conversation that engages
An era of co-creation
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11. #CONSUMER
Consumers control our brands and
the stories we tell about that brand
They choose how, where and when
we engage with them
They trust fellow consumers more
than they trust brands
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12. #CONSUMERS
People will always stay the same
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13. #CONVERSATION
The way we speak to consumers
change
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14. #SUCCESS
Engage consumers in dialogue and
leverage their insights
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15. #INSIGHTS
The understanding of a specific
cause and effect in a specific
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16. #EPIPHANY
Context
Relationships Insight Behaviours
Cause Effect
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17. #OUR JOB
Understand consumer behaviour to
build communities of interest
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18. #COMMUNITY
Architect of the Community
Simon Mainwaring
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19. #EVANGELISE
Don’t think audience
- think community
We need them to evangelise our
stories on our behalf
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20. #STORYTELLING
It has become an organic, non-
linear brand conversation
It occurs through time and space,
tailor-made to each touch-point
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21. #SOCIAL COMMUNITY
A group of like-minded individuals
connected by interaction
wf. Liz Strauss

22. #PROSUMER
Is the reason two people are talking
to each other
Hugh Macloed
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23. #CONTEXT
Relevant content across
multi-platforms
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24. #SOCIAL OBJECT
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25. # TIP 1
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26. # TIP 2
Understand
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27. #TIP 3
The herd will be heard
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28. #TIP 4
Listen
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29. #TIP 5
Think
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30. #TIP 6
Converse
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31. #TIP 8
DQ
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32. Listen Think Converse
Research & Product Integration
Analysis Context
Relevance
Concept Ideation Impact Tracking/
Analytics/
Insights Measurement
Paid
Touchpoint
Owned
Planning
Earned
Strategy
Implementation
Conversation &
Content
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33. #THE END
References
wayneflemming.wordpress.com
Sapient CMO Survey 2011
Mitch Joel - Twist Image
Forrester 2010
Google Statistics
societyofdigitalagencies.org
dandad.org
successfull-blog.com
gapingvoid.com
simonmainwairing.com
wikipedia.com
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Images: Google Images THANK YOU