intro: marketing in the digital age
DESCRIPTION
Advertising has been around since the 1860s, but the digital explosion in the last few years means everything we know has to change, right? No. Also, yes. Mike Osswald, VP for Experience Innovation, kicks off the Digital Summit by refashioning 4 basic marketing principles for the digital age. www.hansoninc.com/summitTRANSCRIPT
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INTRO:MARKETING IN THE DIGITAL AGE
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MIKE OSSWALD VP, EXPERIENCE INNOVATION
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a shorthistory lesson
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1900
HISTORY OF MARKETING
DISTRIBUTION & COMMUNICATION
1865MAKE IT!
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1900
HISTORY OF MARKETING
DISTRIBUTION & COMMUNICATION
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1900
HISTORY OF MARKETING
DISTRIBUTION & COMMUNICATION
’60sSALES
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1900 ’60s ’80sSALES MARKETING / R&D
HISTORY OF MARKETING
DISTRIBUTION & COMMUNICATION
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digital age
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17% access Internet only with mobile devices
As of 201255% of Americans had used a
mobile device for Internet access
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In 201326% of Americans own all three
smartphones are outselling feature phones
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Tablets are the fastest-growing consumer electronics technology, ever
tablets are outselling laptops
In 2013
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Mobile web use is surpassing desktop use
2007 2009 2011 2013 2015
In 2013
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Self-Expression1%
Discovery4%
Preparation7%
Managing Life11%
Shopping12%
Socializing19%
“Me time”46%
We markethere!
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So everything we know has to change, right?
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No.
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Also, yes.
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4 Modern Principles for Marketing
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So what is Marketing?
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Marketing is telling people why
you have what they need, and listening to what
they care about.
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Old Principle 1Plan Your Markets
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1Always beListening
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Old Principle 2Promotion
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Old Principle 3Activation
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3Always Execute
Purposefully
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Old Principle 4Integrated Marketing
Communications
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4Always be
Agile
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Listen Continuously
Have Conversations
Execute with Purpose
Be Agile
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See more at
HANSONINC.COM/SUMMIT