UICMBA

1
The End of Marketing as We Know It Marketing
Strategy in the Digital Age presented by Joel
Warady Joe Cherian
2
Why is Now the Digital Age?

• Change is everywhere, and it is rapid
• Newspapers as an information source
• - Online information is available immediately,
  everywhere, to everyone, and its free
• Can the Internet help destroy a brand?
• - Howard Dean Scream

3
Sneezers, Influencers and Connectors

• Use the digital world to spread the positive word
• Spreading ideas as if they were a virus
• Unleashing the Ideavirus by Seth Godin
• Make your product virus worthy
• Netflix success story
• 2 million subscribers
• Netflix versus Blockbuster Video

4
What is the Goal of Marketing?

• Convince consumers to purchase your product or
  service
• More people, buying more product, to make more
  money
• Create Demand
• Make people want to buy your product
• Create Growth
• If you want to grow, you have to market

5
The Concept of Branding

• What does a brand stand for?
• Identifies desirable qualities and traits
• Incremental marketing is much cheaper than
  horizontal marketing
• More wallet share versus market share
• Develop a USP (Unique Selling Proposition)
• Megabrands take away the uniqueness
• Keep evolving the brand
• Everyone will copy your idea-compete against
  yourself

6
How Has Branding Changed?

• Design the product to be virus worthy first
• Dont try and market after a product/service has
  been developed
• Advertise and market to one
• Dont cater to the masses
• You have to be remarkable
• Boring always leads to failure
• Being safe is risky

7
Connect with Your Customers

• Ask your customers what they want
• Talk directly to your customers
• Dont change your advertising and positioning,
  change your product
• Marketing used to occur after a product was
  developed
• Now, marketing is the act of inventing,
  designing, producing, and selling products and
  services based on customer feedback and requests.
• You cant build a business around vanilla
• Focus on the narrowest niche, and be remarkable
• Morton Hot Salt

8
Whats Next?

• How do we talk directly to our customers?