The Future of Marketing - eMarketing Techniques May 2009
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The future of marketing. Matt Dickman//Fleishman-Hillard
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Lunch keynote "The future of marketing" presented May 2009 at the eMarketing Techniques conference in Cleveland, OH.
Transcript of The Future of Marketing - eMarketing Techniques May 2009
The future of marketing.
Matt Dickman//Fleishman-Hillard
Welcome.
@mattdickman
n00b
n00b guru
n00b guru
this presentation
About me.
http://www.google.com/search?&q=matt+dickman
What is the future of marketing?
The foundation for tomorrow is here today.
If you don’t like change, you’re going to like
irrelevance even less.General Eric Shineski,
Retired Chief of Staff, U.S. Army
“The best idea is boss”-CP+B
Social Media (sō'shəl′ mē·dē·ə)
My definition: people connecting to people via technology.
Social media is a fad.
All media will be social media.
The formula has changed.
It’s not about spamming 1,000,000 people to convert 100 people.
It is about reaching the right 10 people who reach 100 people who
reach 1,000 people.
The world has changed.
1.0
1.0 2.0
The roadmap changed.
The language changed.
<html><head><title>The web changed things.</title></head><body>Hello World!</body></html>
The pace changed.
The faces have changed.
Choice is growing exponentially.
Our channel fragments have fragments.
I will help you avoid contracting the highly contagious BSOS...
Bright Shiny Object Syndrome
Most companies/agencies were not built for dialogue.
Traditional digital is running rampant.
Most marketers on Facebook use it as a broadcast platform.
We have traditionally pushed...
We have traditionally pushed...
...and shouted.
Advertising is not dead.
Sometimes it works.
Emotion is key to marketing.
Advertising is better at emotion.
It just doesn’t work in a vacuum.
PR
PR
Advertising
PR
PR
Advertising
PR
Advertising
Interactive
Interactive
PR
Interactive
Advertising
Today.
PR
PR
Advertising
PR
Advertising
Interactive
Tomorrow.
PRAdvertisingInteractive
Marketing
Experiences rule.
Storytelling is a must.
The dream of 1-to-1.
Social media gets us closer.
David has an advantage over Goliath.
No legal department...
Built-in personality...
Relationships are closer to the bottom line.
Location agnostic.
Portable.
Widgets are portable, brand gateways.
GPS adds physical context.
Time agnostic.
Customers are constantly moving.
We have to find them.
We have to listen and adapt.
End of interruption.
The “me” economy.
15 megabytes is the new 15 minutes.
The barrier to create and publish content does not exist.
If you knew your employees were always being recorded, how would you change?
Consumer content can be great.
Or really bad.
Hurricane Kohls.
Paul McEnany | http://heehawmarketing.typepad.com
Wal-Mart flog.
Either way, it spreads quickly.
It’s called viral for a reason.
How to get the most out of social media.
Listen, prepare, engage, adapt.
We have to listen before we do anything.
Know the tone, the influencers and what already exists.
Don’t just react.Proactively seek engagement.
What would you do?
“I’m planning to buy a ______”-@somebody_on_twitter
Look below the surface.
Micromedia.
Social Media
Conversation
Enabling
•! Blogs
•! Message
Boards
•! Micropublishing
Social
Networks
Content
Sharing
Open
Platforms
•! MySpace
•! YouTube
•! Flickr
•! Digg
•! Delicious
•! Wikipedia
•! Dell IdeaStorm
*Brian Solis
Allow your content to be easily shared.
And remixed.
What’s your Amen Break?
It doesn’t matter your industry or niche.
The unmasking of brands.
I don’t want to connect to your company.
I do want to connect to YOU.
Content is king.
Create content to add value.
Marketing
Put strategy first.
Adding value should be the goal.
How do I get started?
JUST DO IT.
Create a blog, join Twitter, find those high-school friends on Facebook, link
with your peers on LinkedIn.
