Navigating the Future of Marketing Jonathan MacDonald
@jmacdonald
1 thought
6 high-level observations
3 high-level requirements
1 core marketing challenge
5 core action steps
1 thought
6 high-level observations
3 high-level requirements
1 core marketing challenge
5 core action steps
the world is digital
every media is social
all technology is mobile
1 thought
6 high-level observations
3 high-level requirements
1 core marketing challenge
5 core action steps
1/6. brands are shaped in public
2/6. mobile is the predominant connectivity
4.2b mobile handsets in use by 3.7b people 56% of Kenyan bank accounts are mobile-only
100% of Estonia parking is bought on mobile 50% of South Koreans use mobiles as credit cards
75% of Helsinki travel tickets are bought on mobile 80%+ Haiti relief contributions via mobile
3/6. randomness of consumer loyalty
4/6. lower accuracy of predictions
5/6. diverse and changeable segmentation
6/6. consumer expectation of real-time everything
1 thought
6 high-level observations
3 high-level requirements
1 core marketing challenge
5 core action steps
1/3. acceptance of external opinion, outside of control
2/3. compatibility across any machine & screen
3/3. agility in prediction & operation
1 thought
6 high-level observations
3 high-level requirements
1 core marketing challenge
5 core action steps
social capitalism: marketing in a socially acceptable way
1 thought
6 high-level observations
3 high-level requirements
1 core marketing challenge
5 core action steps
1/5. determine what the zeitgeist demands, regardless of what you provide
1/5. determine what the zeitgeist demands, regardless of what you provide
2/5. assess levels of trust you truly have, not just based on sales figures
1/5. determine what the zeitgeist demands, regardless of what you provide
2/5. assess levels of trust you truly have, not just based on sales figures
3/5. identify armies of fans who love what you do, regardless of influence
1/5. determine what the zeitgeist demands, regardless of what you provide
2/5. assess levels of trust you truly have, not just based on sales figures
3/5. identify armies of fans who love what you do, regardless of influence
4/5. facilitate and reward fans as a primary activity, not just in campaign
1/5. determine what the zeitgeist demands, regardless of what you provide
2/5. assess levels of trust you truly have, not just based on sales figures
3/5. identify armies of fans who love what you do, regardless of influence
4/5. facilitate and reward fans as a primary activity, not just in campaign
5/5. fuel all activity plans by these 4 components, always
“the best way to predict the f2t2re is to create it”
Abraham Lincoln
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