Professor Mark Ritson from the Melbourne Business School presented on Make Marketing Great Again: Seven Ways to Improve Marketing Performance at Mumbrella360.

1. You Know That Feeling?

2. The State of Marketing in 2017

3. Informal Research
§ 2,000 contacts
§ “Good” Marketers
§ How would you make marketing great?
§ 142 replies / comments

4. Mark Ritson
Adjunct Professor

5. Stop the Death Myth

6. Stop the Death Myth

7. Why Our Death Myth is Balls
Because it takes time for shit to happen

8. Why Our Death Myth is Balls
Because it takes time for shit to happen
Because death rarely happens in media or marketing

9. Why Our Death Myth is Balls
Because it takes time for shit to happen
Because death rarely happens in media or marketing
Because we extrapolate ourselves into stupidity
1977: 170
2000: 85,000
170 x (2.718281828)0.2702005 x 66
Global Population
Elvis
Impersonators
March 3rd 2031

10. Why Our Death Myth is Balls
Because it takes time for shit to happen
Because death rarely happens in media or marketing
Because we extrapolate ourselves into stupidity
Because we assume everyone is just like us

11. You Are Not Like the Consumer

12. Why Our Death Myth is Balls
Because it takes time for shit to happen
Because death rarely happens in media or marketing
Because we extrapolate ourselves into stupidity
Because we assume everyone is just like us
Because the consumer is not changing as much as we think
"Human nature hasn’t changed for a million years. It won’t change in the next
million years. Only the superficial things have changed. It’s fashionable to talk
about the changing man.
A communicator must be concerned with the unchanging man – what
compulsions drive him, what instincts dominate his every action, even though his
language too often camouflages what really motivates him.”
Bill Bernbach

13. Stop Using Techno Porn for Marketing Masturbation

14. Stop Using Techno Porn for Marketing MasturbationI’m in the
future

15. New “Real Reality” Tech

16. Digital Marketing is Just Marketing

17. Digital Marketing is just Marketing

18. TradigitalTraditional Digital

19. The stupidity of “digital first”
The inability to integrate all communications
The inherent tactification of starting with a tool not a strategy
The Absorption (not death) of Digital Marketing

20. It’s Time to start Thinking About This

21. Let’s Be Clear Who Will be Daddy
Digital Marketing

22. Marketers need to be trained in Marketing

23. Marketers need to be trained in Marketing

24. The King of the Philistines

25. I Know, I Know

26. Communications is 8.3% of Marketing

27. Guess How Many Work in Communications?

28. Always Three Steps
Diagnosis Strategy Tactics
Secondary
Qual
Quant
Who?
What?
How?
Comms Dist
Product Pricing
X X
33.3% 33.3% 33.3%

29. Always Three Steps
Tactics
Comms Dist
Product Pricing
33.3%33.3%
8.3%

30. The Communification of Tactics
Diagnosis Strategy Tactics
Comms Dist
Product Pricing
X X
33.3% 33.3% 33.3%

31. The Tactification of Strategy
Diagnosis Strategy Tactics
CommsX X
33.3% 33.3% 33.3%
Dist
Product
Pricing

32. The Four Beer Test
what strategy?
It’s a joke.
very clear.
impressive.

33. Can You Brief Your Agency?
You need three things;
A strategy
A knowledge your
tactical ideas are shit
A training in briefing
agencies properly

34. Australian Briefing Sessions
I’ve got $400k

35. Brand Realism

36. An Unrealistic Vision of Brand

37. We Have Lost the Plot
Your brand is your life
You spend waaaay too much time thinking about it
The wet dreams of marketers: “Brand Love” & “Brand Purpose”
But the consumer does not give a shit – Havas data 94%
Consumers don’t want a relationship with your brand
They want it to be there, to deliver and (maybe) stand for something

38. Let’s Be Honest
Sell a Sugar Beverage
Sell Beer
Sell Caffeinated Beverage

39. The Opportunity Cost of Love & Purpose
Focus on
Brand Awareness – it’s less than you think
Brand Image - Realistic, Authentic Differentiation
Brand Distintiveness – an Australian weakness

40. Spot the Brand
2
3
4
1

41. Have You Ever Noticed they’re all…

44. Marketing is About Making Money

45. Marketing is About Making Money
Do marketers know the difference?
Gross Margin
Gross Profit
Do they know the GM for their main brand?
Do they care?

46. A Depressing Conversationyou should get
your marketing
team to work on
this pricing
you must be out
of your fucking
mindthey are the
“colouring in
department”

47. How Marketing Budgets are Made
§ A finance executive looks at 2016 sales
§ He applies a basic CAGR
§ He locks in the expected 2017 revenue
§ He applies an advertising to sales ratio
§ Your 2017 marketing budget is
$10 million
10%
$11 million
5% of sale
$550,000

48. Brevity & Simplicity

49. Brevity & Simplicity
Big Data
Thousands of segments
Programmatic
Machine Learning
Artificial IntelligenceMORE

50. Brevity & Simplicity
P&G Memos
The essence of strategy
An elegant diagnosis
Complex thinking, Simple Strategy
The bravery to do…
Less

51. Trump Style Manifesto

52. Making Marketing Great Again
1.
2.
3.
4,
5.
• Reduce our fetish for the new and dislike for that which already
exists.
• Broaden our marketing skills to the 92% of marketing not related
to communications.
• Focus on a future in which digital is just marketing.
• Accept a smaller, more humble role for brands and strategise
accordingly.
• Embrace our main organisational purpose which is generating
financial growth for the companies that employ us.
• Less is always more.
• Make Marketing Great Again.

53. thank you.
@markritson

54. Digital metrics are bs
Good metrics
Internal inconsistent – errors
Too many – quiz – mtrics vs measures
External consistency – comparison
Walled gardens
Sampling - oztam