The Message is the Medium
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The Message is the
Medium Venkatesh Rao
Twitter: @vgr
European Trend Day, March 19, 2014
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“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
-- Peter Drucker (1967)
^
and keep
Grand Unified Theory of marketing today…
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Marketing by this theory is almost 100 years old….
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the BIG assumption The medium is the message (Marshall McLuhan)
how a message spreads shapes what it means
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Medium is the Message in the 1960s
Radio listeners thought Nixon had won
Television watchers thought Kennedy had won
Producer context: studio Consumer context: living room
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The message is the medium what a message means shapes how it spreads
but what if…?
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Message is the Medium in the 1960s
Message: “Social Object” Jyri Engestrom,
2005 Tupperware party
Party is consumer context
Producer context: product Consumer context: party
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Producer context Medium is the message
Consumer context Message is the medium
Two contexts for all marketing…
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The Internet is a planet-wide Tupperware party. On Steroids.
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Producer context Consumer context
Revenge of the 99%: Increasing reach share
1970
2014
2030?
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I’m the CMO, I’m in charge here!
CMO budgets now exceed CIO
budgets!
Do you feel in charge?
And that gives you power over
IT?
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“Phil doesn't just go on one date with Rita, he goes on thousands of dates. During each date, he makes note of what she likes and responds to, and drops everything she doesn't. At the end he arrives at -- quite literally -- the perfect date….But at the end of this perfect date, something impossible happens: Rita rejects Phil.”*
-- Jeff Atwood, Coding Horror
* http://blog.codinghorror.com/groundhog-day-or-the-problem-with-ab-testing/
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3/16/2014 Venkatesh G. Rao 13
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
– John Wanamaker
100 Years Ago…
Now…
“99% of the money is wasted, but we know EXACTLY which 99%”
– Ghost of John Wanamaker
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Increasing certainty in execution
Decreasing certainty in objectives
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1890 1920 1950 1970 1990 2010 2030
Cer
tain
ty
Yellow Press
Vicks Salesman
Mad Men
Al Ries
P. T. Barnum
Seth Godin
Radio
Mature Press
TV
Internet
Tim Ferriss
?
Hypothesis: Peak Attention ~1970
Ed Bernays
AdBusters
Whitaker and Baxter
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Medium is the Message in 2014
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If you try to increase control of consumer context by increasing investment in producer context, you get a race to the bottom
Focus less on episodic campaigns Focus more on persistent presence
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Finite game: goals lead to episodic behaviors
Infinite game: persistent behaviors lead to goals
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Producer context Consumer context
1970: Customers as babies – parental authority (0-12)
2014: Customers as teenagers – peer pressure (12 – 19)
2030: Customers as adults – personal choices (19 - ?)
Why?
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High Speed
Low Effort
High Control Slow Marketing
Three Infinite Games in Marketing
Pick two out of three
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Growth hacking Manage the stage that contains the consumer context
Examples: Tim Ferriss, Ryan Holliday, Patrick Vlaskovits
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Scene hacking Steward language evolution in the consumer context
Examples: O’Reilly media, Maker movement, Andreessen-Horowitz
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Slow marketing Be the True North in the consumption context
Examples: Google, Paul Graham, Elon Musk
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the purpose of business is to create and keep a customer
-- Peter Drucker
v 2.0 to catch and release v 2.1 to tag and release v 2.2 to recognize and release v 2.3 to arm and release v 2.4 to equip and release
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Acknowledgements: Seb Paquet, Patrick Vlaskovits, Rob Salkowitz, Jeremy Epstein, Marc Andreessen and many others.
Thank You! Blog: ribbonfarm.com Twitter: @vgr Email: [email protected]