Presentation at Idea Forum 2008, Bucharest/Romania

1. We either evolve or die
Marketing is dead. Long lives Marketing!
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

2. Challenges.
How can we create a+en,on for companies and brands to increase their relevance
and success in today’s superpublic and hyperconnected society?
Can we find a clever methodology to op,mize marke,ng and communica,on budgets
and to solve marketers tasks?
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

3. Advertising works. But different.
Change from linear to dynamic marke3ng and adver3sing.
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

4. Integrated communications and huge media spendings are not the key anymore.
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

5. Accessing consumer opinions became mainstream.
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

6. We can‘t afford to ignore it.
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

7. Paradigm shift No. 1: Customer Interaction.
Credibility is key.
Marke3ng superla3ves have to be backed by posi3ve customer experiences.
Colleagues Family
Peer Groups Friends
Me
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

8. How do customers tick today?
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

9. Paradigm shift No. 2: Customer Behavior.
The individual consumer is not to be fixed on one single profile anymore.
Situa,onal, dynamic structure of expecta,ons
•
Completely different lifestyles all‐in‐one
•
Unpredictable buying behavior
•
Smart shopping
•
Our Job:
Understand and appreciate customers’ and consumers’ expecta,ons to create and
design individual experiences along the customer touch points.
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

10. Source: Jackie Huba/Church of the Customer Blog
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

11. The Hyperconnected – here they come!
And another 36% will be joining us soon.
Source: IDC/Nortel 2008
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

12. The Hyperconnected – Usage patterns of devices and applications.
A blurring boundary for business and personal use.
Source: IDC/Nortel 2008
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

13. Implications for the industry.
A blurring boundary of commercial and personal products.
Crossing the bridge: Gaming – Genera,ons – Healthcare
Source: nintendo
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

14. Paradigm shift No. 3: Technology.
Adver3sers are late adopters of new technologies.
Our Job!
Source: Aris 2007
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

15. The consumer decided for the Internet.
What about the adver3sers?
*Germany, UK, Sweden, Denmark, Norway, Netherlands, Belgium, France, Italy, Spain
Source: Jupiter, EIAA, IAB
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

16. Is it about the increasing complexity where to spend the advertising Dollars?
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

17. Is it all about where my consumers have gone?
Source: iA 2008
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

18. Paradigm shift No. 4: Media Landscape.
Our job:
Keeping on track with new and emerging channels,
formats, and tools.
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

19. Conclusion.
We either evolve or die.
Frontal penetra,on and bombardment of a target group like in the old ,mes with
Nivea or Persil is financially hardly possible to keep.
Finding target groups with a pure channel approach is not possible anymore.
And finally, customers today do only believe in customers.
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

20. Summary.
EVOLVE >>>
ad sharing
ad skipping 1. AMen3on ad ra3ng
user generated
peer‐to‐peer
high cost 2. Crea3vity
lower cost
impact based,
more individual
3. Measurement
impression based
involvement
based
Few players,
Open,
4. Adver3sing
everything
moderated
Inventories
under control
exchange
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008

21. Thank You!
Martin Cserba
mcs@101worldwide.com
100 brains, one idea, zero boring.
= 101 Worldwide
© 2008 101 Worldwide Martin Cserba – IdeaForum Bucharest, June 2008