marketing's metamorphosis
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Marketing’s metamorphosis
A presentation for UEA by Third City
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© Third City 2011
Three Decades of Marketing: from propaganda to democracy
UEA
1981 1991 2011
TV is king Decline in TV WEB 2.0FMCG mkg pioneers Growth in BTL Peer to Peer MkgNO INTERNET
Information >>>> Interaction >>>> Community >>>>
BRAND HAS BRAVE BRANDS CONSUMER HASFULL CONTROL INVITE FEEDBACK CONTROL
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© Third City 2011
In 1965 80% of all 18-49 year olds in the US could be reached with THREE 60 sec TV spots
In 2005 it required 120 TV spots to do the same
The old beast is dying
UEA
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© Third City 2011
UK internet ad expenditure growing at 13.5% p.a
UK online active users now nearly 40million(doubled in ten years)
In 2010 £2bn spent on internet ads compared to 19m in 1998
Social media account for 25% of time spent online in the UK……
The new beast roars
UEA
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© Third City 2011
Shared experiences travel at the speed of light, good bad or ugly
Smart brands have embraced this and invented content that will travel
Going social
UEA
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© Third City 2011
The better the idea the faster it will travel
Being digitally or socially clued up is not enough
Some examples…
The Big Idea
UEA
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© Third City 2011
Doing Good is good forbusiness
UEA
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© Third City 2011
Accountability is everything
UEA
“I know half my advertising is wasted I just don’t know which half”
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© Third City 2011
A bunch of blondes banging the phones?
Ab Fab
PR is earning a seat at the boardroom table- Natural search- Understands advocacy- Guardians of reputation- Accountability- Bang for buck
PR’s Renaissance
UEA
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© Third City 2011
Step change in media consumption
Rise in internet usage
Going Social
The Big Idea
Doing Good for Business
Power of Bean Counter
PR’s Renaissance
Seven Wonders
UEA
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© Third City 2011
Social democracy here to stay
Marketing will catch its breath
Brands will fathom out the new model
Geeks will lose their halo
Smart brands will demand collaboration
The big idea will travel further
We will finally figure out whether any of thisis working
The future?
UEA
Copyright © Third City 2010
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Thanks
www.thirdcity.co.uktwitter.com/@third_city
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