MARKETING IN THE

MOMENT

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June 24, 2010

Rob Garner

Guest lecture at NYU

Consider this: Much of what we do

“right now” shapes who and what we

are for the long-term

The web is evolving into a real-time,

networked, and synaptic environment

One that is acting more like a

digital organism, rather than a

mere set of connected nodes

And yet many marketers and brands are

still resigned to a passive, rather than

active and agile approach to marketing

While they may be connected, they are

not fully alive and present

The current state of this evolution is not so

much about “social networks”…

…as it is about hitting a tipping point with

a society that is networked

…exclusion from the network is tantamount to

digital non-existence

And that “people” aren't just “searching”…

…real people with complex intentions and

problems are searching and finding

something

right now

…through active and passive publishing,

there is a profoundly meaningful

opportunity to connect

Published content is disseminated

instantaneouslyThe fundamental principles of search and network

marketing apply

Networks/Social

Externally & socially owned network

presence

Search

Proprietary web site(s) or apps

Traditional

(Earned & paid media)

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Being “in the moment” is

the new nature of marketing

The quality of marketing efforts

can be judged on what you are

doing “right now”

MARKETING IN THE MOMENT

AND CONNECTEDNESS

A few simple truths about the new nature of

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A brand’s identity must embody the

spirit of its audience

Brands are now publishers

“Publishing” is words, thoughts, status, images,

feeds, video, applications, conversation, and more

As a brand, you are what is

published about you

That means both, “what you say about yourself,”

and “what other people say about you.”

Market research will also help you

know your audience better

It is a brand’s obligation to listen

and act on the data that is

provided and available

Brands must engage with their

audience and networks

Your organization and audience

are your primary networks

It takes a lot of preparation and

strategic vision to act in this

marketing environment

And quite possibly even a core change in

marketing philosophy and practice

This is more than just search, social, or internet strategy.

Being present and “in the moment” is

about marketing strategy

THANK YOU

Rob GarnerSr. Strategy Director

iCrossing.com

Rob.Garner@icrossing.com

@robgarner

214.676.2089

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