Adding Value: The Future of Marketing

MKT 6800Dr. Don Roy

January 28, 2015

A Marketing Dichotomy

• Technology is enabling introduction of numerous innovations in marketing

• Marketing still plagued by the old school, interruptive model

• The future of marketing does not depend on the technology as much as it depends on how marketers use technology to help customers

• Marketing with Meaning

For Discussion

1. How would you define “Marketing with Meaning?”

2. Are there risks in developing tools that could lead a customer to select a competitor (e.g., as a result of reading user reviews or using information you provide in a buying guide)?

3. Can you think of a brand that practices Marketing with Meaning? How does it excel at “behaving like a neighbor?”