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/summit

1. INTRO:
MARKETING IN THE
DIGITAL AGE

2. MIKE OSSWALD
VP, EXPERIENCE INNOVATION

3. a short
history lesson

4. HISTORY OF MARKETING
1865
1900
MAKE IT!
DISTRIBUTION & COMMUNICATION

5. HISTORY OF MARKETING
1900
DISTRIBUTION & COMMUNICATION

6. HISTORY OF MARKETING
1900
DISTRIBUTION & COMMUNICATION
’60s
SALES

7. HISTORY OF MARKETING
1900
DISTRIBUTION & COMMUNICATION
’60s
SALES
’80s
MARKETING / R&D

8. digital age

9. As of 2012
55% of Americans had used a
mobile device for Internet access
17% access Internet only with mobile devices

10. In 2013
26% of Americans own all three
smartphones are outselling feature phones

11. In 2013
Tablets are the fastest-growing consumer
electronics technology, ever
tablets are outselling laptops

12. In 2013
Mobile web use is surpassing desktop use
2007
2009
2011
2013
2015

13. Discovery
4%
Self-Expression
1%
“Me time”
46%
Preparation
7%
Managing Life
11%
We
market
here!
Shopping
12%
Socializing
19%

14. So everything we know
has to change, right?

15. No.

16. Also, yes.

17. 4 Modern
Principles for Marketing

18. So what is Marketing?

19. Marketing is
telling people why
you have what they need,
and listening to what
they care about.

20. Old Principle 1
Plan Your Markets

21. 1
Always be
Listening

22. Old Principle 2
Promotion

23. Old Principle 3
Activation

24. 3
Always Execute
Purposefully

25. Old Principle 4
Integrated Marketing
Communications

26. 4
Always be
Agile

27. Listen Continuously
Have Conversations
Execute with Purpose
Be Agile

28. See more at
HANSONINC.COM/SUMMIT