copernica dm summit 2012: jonathan macdonald - navigating the future of marketing

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

thank you jonathan@thisfluidworld.com