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...the Next 10 years by Graham Brown mobileYouth.org
06/02/09 The most  powerful  man  in the world  is a  black  man
06/02/09 The most successful  hip hop  artist is  white
06/02/09 The  richest  golfer is black
06/02/09 The president of Iceland is a Lesbian
06/02/09 The world’s most successful Olympian hits the bong
06/02/09 ...now do you believe we’re  in the 21st century or not?
06/02/09 change This  is  an  era  of
06/02/09 So much of what didn’t work has  changed
06/02/09 changed
06/02/09 Levi’s has been
06/02/09 2040   China: world’s biggest economy
06/02/09 no more...
06/02/09 There are  more   middle  class consumers   in  India   than   there  are  people in  the   US
There are  more   young people owning  mobiles  than there are people of all ages on the internet
06/02/09 we’ve  only just  star te d
06/02/09 Yet...
06/02/09 We are still  stuck  in the 20 th  Century
06/02/09 We still punish students for sharing in the exam hall
06/02/09 How many  managers  could survive  today without  cooperating ?
06/02/09 We reward  all round  performance at school
06/02/09 When was the last time you looked  for an accountant who was  also  a good cook?
06/02/09 The school bell starts the day
06/02/09 just like the factory
06/02/09 The DNA of the  Industrial Era  still dominates education
06/02/09 And the DNA of the Industrial Era still  dominates marketing
06/02/09 They still think Pepsi is the choice of today’s generation
06/02/09 They still think they own the brand
06/02/09 They still think that customers wake up thinking about that brand
06/02/09 they’re talking  social media engagement  mobile web2.0  etc etc  but  they’re  still  walking  the industrial walk
06/02/09 Interrupting
06/02/09 marketing  to
06/02/09 counting the 6% success rate not the 94% failure rate
06/02/09 handing marketing  over to the marketing department
06/02/09 campaigning  for awareness
06/02/09 ...market share
06/02/09 talking ‘bout  Value Chains
06/02/09 ...“End Users”
06/02/09 ...and believing that marketing’s role is to support the organization
06/02/09 this  is  a pipeline leading nowhere
06/02/09 they’ve stopped listening to us and started listening to each other
06/02/09 stopped trusting our words
06/02/09 found new ways to turn us off
06/02/09 but it hasn’t put the most resilient of diehards off
06/02/09 they’ve started invading  every available  piece of real estate to  grab your attention your  message  here
06/02/09 they’ve funked up to get down with youth
06/02/09 taking over your events
06/02/09 ...and they’ve started “listening”
06/02/09 and talking about how “customer centric” they are
06/02/09 and they’re plotting  their next  viral video
06/02/09 but what they don’t know is
06/02/09 it’s all a waste
06/02/09 because once customers have forgotten about that video, they have to start all over  again
06/02/09 which is great for the agencies
06/02/09 as long as their DNA is by nature  industrial ,  they’ll continue to Pipeline
06/02/09 be my Facebook friend?
06/02/09 Let’s talk text, it‘s what you kids love
06/02/09 and if you don’t believe me then ask yourself  what exactly  was going on in the mind of the organization when  these  were made?
06/02/09
06/02/09
06/02/09
06/02/09 proof enough they’re not thinking about consumers?
06/02/09 you can call it  social media but as long as you’re a  pipeline  you still rely on flooding the market
06/02/09 We live in a  network  era awash with  industrial  brands served by  industrial  agencies relying on  industrial  tactics using  industrial  metrics
06/02/09 So... Who’s getting it right?
06/02/09 Platforms
06/02/09 Platforms stopped listening
06/02/09 stopped listening to focus groups
06/02/09 stopped listening  to customers
06/02/09 and started a dialogue
06/02/09 kicked managers out of their  offices  and sent them to events
06/02/09 ..which they didn’t sponsor but created themselves
06/02/09 because we rely on the market research numbers  when we lack the confidence to make the decisions
06/02/09 how can we be confident we’re doing the right thing when we avoid contact with our customers?
06/02/09 Platforms market  with
06/02/09 Platforms understand marketing is  not  a department,  it’s a mindset
06/02/09 Platforms  don’t  campaign  they leave a legacy
06/02/09 Platforms don’t  need CMOs  they have CEOs who are outstanding marketers
06/02/09 Platforms focus on share of customer
06/02/09 Platforms are  the  social fabric  that  connects   customer with  customer
06/02/09 Platforms believe the  organization’s raison d’etre is to support marketing
06/02/09 Platforms serve a  market beachhead  not  the mass market
06/02/09 Platforms sell their values not their brand
Platforms sell  Social Currency not products
06/02/09 Platforms don’t need an “About” page on their website
06/02/09 rather than talking about it, Platforms  do  customer-centricity
06/02/09 Which is all a lot to take in because where do  advertising, campaigns and all that   fit in with platforms?
06/02/09 The same way  exam halls  fit into  the  needs  of  modern education
06/02/09 ...they don’t
06/02/09 because  the world doesn’t need another brand
06/02/09 ... which isn’t  great for  agencies
 
 
 
 
 
 
 
 
Come meet mobileYouth® on our world tour 2009 http://www.slideshare.net/mobileyouth/mobileyouth-speaking-schedule-2009-presentation Amsterdam, Athens, Barcelona, Brazil (tbc), Kuala Lumpur, London, New York (tbc), Tokyo, Toronto (tbc), Singapore, South Africa, Switzerland (tbc)
The Youth Marketing Workout 2009 New webinar to share ideas on youth marketing and trends http://www.slideshare.net/mobileyouth/youth-marketing-trends-workout-webinar-1-presentation
Add GB on Twitter  grahamdbrown Add GB on Facebook  www.facebook.com/profile.php?id=569029896 Download more presentations @  www.mobileYouthnet.com Follow the blog @  www.mobileYouth.org

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