Marketing, where have we come from and where are we going? A presentation delivered at Digitech Conference in Sydney July 09

1. Marketing, where have we come
from, where are we going?
Peter Harris
Managing Director
Colmar Brunton

2. Peter Harris
Managing Director @ Colmar Brunton
AUDITOR marketing RESEARCH
Family man AMSRS aussie NEW MEDIA
building relationships ASHES TRAGIC

3. The Future of Marketing

6. Past
Source: PHD

9. Today
Source: PHD

12. If what we’re doing is right,
and if we give them the tools,
young people will do the marketing and
organising for us
(and be better at it than we are)

13. Old way

14. New way

15. brands must go beyond broadcast

16. and become “facilitators”

17. Brands need to quit buying eyeballs,
start connecting with their fans
(viewers come and go, but fans fight for brand survival)

21. listen

22. measure

23. add value

24. “
In the slightly altered word of John F Kennedy’s inaugural address
...Ask not what your (community) can do for you,
Ask what you can do for your (community)”

25. be remarkable

26. collaborate

27. conversational

28. FLICKR: Andreas Reinhold
Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009

30. 1. listen
2. measure
3. add value
4. be remarkable
5. collaborate
6. join the conversation

31. Where have we come from? Where are we going?
Messages Conversations
Big ideas, strategy & a lot of time Micro launches, insights, iterations
Audience & eyeballs Communities
Created by marketers Co-created with people
Controlling Empowering
Promises Actions
Static Dynamic
Transactional relationship Create communities of fans

32. The End Game
Sales
Retail Marketing
HR Media
Customer
Community
Customer Innovation
Service
PR
Putting the customer at the heart of decision making

33. “It's not about you. It's about all of us"

34. Peter.harris@cbr.com.au
twitter.com/peteraharris

35. Join the conversation