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"A history of marketing"How marketing today is more like 1906 than 1960Tyler Willis was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars
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©2010 Involver. All Rights Reserved and Confidential.
A brief history of marketing
What the last hundred years of marketing
can teach you about marketing on new
media platforms like Facebook.
©2010 Involver. All Rights Reserved and Confidential.
ask me questions: @tylerwillis
- Head of Brand Strategy at Involver, a marketing
platform used by over 200,000 brands
- I’ve worked directly with hundreds of agencies and
brands, helping them develop effective and award-
winning social campaigns
- Instructed for the American Marketing Association
©2010 Involver. All Rights Reserved and Confidential.
Let me tell you a story
100 years of marketing
©2010 Involver. All Rights Reserved and Confidential.
1910
1950
1960
1970
2000
©2010 Involver. All Rights Reserved and Confidential.
Relationship Marketing
Reach Marketing
Efficiency Marketing
Database Driven
Marketing
Loyalty Marketing
©2010 Involver. All Rights Reserved and Confidential.
1910
Reach Marketing
Efficiency Marketing
Data Driven
Marketing
Loyalty Marketing
RelationshipThe Corner Store
©2010 Involver. All Rights Reserved and Confidential.
The Corner Store
©2010 Involver. All Rights Reserved and Confidential.
Relationship Marketing
1950
Efficiency Marketing
Database Driven
Marketing
Loyalty Marketing
ReachThe Mad Men Era
©2010 Involver. All Rights Reserved and Confidential.
‘Mad Men’ Era
©2010 Involver. All Rights Reserved and Confidential.
Relationship Marketing
Reach Marketing
1960
Database Driven
Marketing
Loyalty Marketing
EfficiencyData and Demand
©2010 Involver. All Rights Reserved and Confidential.
Data and Demand
©2010 Involver. All Rights Reserved and Confidential.
Relationship Marketing
Reach Marketing
Efficiency Marketing
1970
Loyalty Marketing
Data-drivenDatabase to Direct
©2010 Involver. All Rights Reserved and Confidential.
Database to Direct
©2010 Involver. All Rights Reserved and Confidential.
Relationship Marketing
Reach Marketing
Efficiency Marketing
Data Driven
Marketing
2000
LoyaltyShare of Wallet
©2010 Involver. All Rights Reserved and Confidential.
Share of wallet
©2010 Involver. All Rights Reserved and Confidential.
Relationship Marketing
Reach Marketing
Efficiency Marketing
Database Driven
Marketing
Loyalty Marketing
OK,But what’s next?
©2010 Involver. All Rights Reserved and Confidential.
Relationship marketing at scale
©2010 Involver. All Rights Reserved and Confidential.
Here’s the secret…
©2010 Involver. All Rights Reserved and Confidential.
Old Concepts, New Applications• Loyalty• Efficiency• Data-Driven• Reach• Relationship
©2010 Involver. All Rights Reserved and Confidential.
Questions and AnswersThese slides, and other notes, are available at: www.cuethefuture.com/slides
Want more?
I write about personal and professional topics:• on my blog, Cue The Future• and on Twitter, where I’m @tylerwillis
I’d also be happy to continue the discussion over email. Drop me a line at tyler@involver.com
If you’d like to keep abreast of the tips and tricks our team at Involver discovers:
• http://blog.involver.com• Facebook.com/involver• Twitter.com/Involver
©2010 Involver. All Rights Reserved and Confidential.
Loyalty• Foursquare (and other LBS)
• Facebook Places
• Yelp
• Zappos
©2010 Involver. All Rights Reserved and Confidential.
Efficiency• Marketing Automation
• Earned Media• Unified Media Theory
©2010 Involver. All Rights Reserved and Confidential.
Data Driven• Media is getting more and more
trackable• Our job is to help everyone make sense of
what matters
• Example:Social Media Sabermetrics
©2010 Involver. All Rights Reserved and Confidential.
Reach• Facebook has 500MM users• LinkedIn = 50MM• Twitter = 50MM• iPhone = 50MM• Groupon, LivingSocial, et al.• We are all becoming “Network Effect”
businesses. There’s a big advantage to First Movers in each network.
©2010 Involver. All Rights Reserved and Confidential.
Relationship• Customer Service• Real-time Response• Content Publishing
©2010 Involver. All Rights Reserved and Confidential.
But,
that sounds hard to keep up with!
©2010 Involver. All Rights Reserved and Confidential.
Scalable SystemsHow a brand can operate like the corner store owner at massive scale.
• Research and Intelligent Adoption of Channels
• Marketing Management Systems• Cross-Channel Strategy
©2010 Involver. All Rights Reserved and Confidential.
Involver
©2010 Involver. All Rights Reserved and Confidential.
Audience Management Platform
Monitor and Publish
Enable your marketing team with actionable monitoring across the social web
- Track, share, and respond to brand conversations
- Schedule and optimize the timing and channels for content your team creates/distributes
- Monitor performance across major social
networks – Facebook, Twitter, blogs, and more.
Application Management
Deploy and Manage Involver’s industry leading applications
- Built in-analytics for deep insights into content and channel effectiveness
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- Easily manage workflow for task assignment, auditing, and more.
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