Marketing in the Moment

Rob Garner

Sr. Strategy Director, iCrossing

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

And yet many marketers and brands are

still resigned to a passive, rather than

active and agile approach to marketing

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

And that people aren't just “searching”…

…they are searching and finding something

right now

Published content is disseminated

instantaneously

In this medium, the 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)

Being “in the moment” is

the new nature of marketing

MARKETING IN THE MOMENT

AND CONNECTEDNESS

A few simple truths about the new nature of

10

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

Being “in the moment” is now a

critical aspect of this marketing

medium, and can be judged on

what you are doing “right now”

THANK YOUSearch Insider Summit, Captiva Island

April 2010

Rob GarnerSr. Strategy Director

iCrossing.com

SEMPO Board of Directors

Rob.Garner@icrossing.com

214.676.2089

@robgarner

www.facebook.com/garner

GreatFinds.iCrossing.com

Linkedin.com/in/robgarner

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