1. Marketing the Future
Iyad Mourtada
iyadmourtada.com

2. - Attracting customers: (Stand for something)
- Connecting with customers (Engage customers)
- Motivating customers (Stimulate action)

3. Marketing the Future
• Do we need to market the future?
• The way marketing used to be
Future-based Marketing:
1) Understand online customers’ profiles,
behaviors, and perceptions.
2) Inspire customers to think (different) about the
future
3) Allow customer to be part of the future
4) Create a new lifestyle not a technology

4. $
% of Marketing Cost
% of Production Cost
Time
Marketing the future is more important the future itself

5. M
Brand became the most important asset

6. Brand value accounts for
approximately %30
of the market capitalization
of the S&P 500
(Millward Brown Optimor,
2007).

8. Mass Production era
• More immigrants coming to the United States
• The steam engine and electric power opened the
door for factories to replace workers with machines
and that increased the production and improved
the products' quality.
• The rail roads in 1870 connected isolated states
and opened new markets for local factories.
• Products were the same and as the demand was
higher that the production, customers were willing
to buy the products as long as they satisfy their
needs.

9. Mass Production era
• "Build it and they will come".
• Customers had limited choices and limited
commutation channels to learn about
products.
• Advertising in Newspapers and in billboards
were the main tools that factories used to
make customers aware about their products
and expand beyond their local market.
• Marketers were focusing products not their
customers

10. "Nearly overnight, we went
from a world of face to face
commercial transactions to a
world that was simultaneously
more connected and further
apart."
Dev Patnaik, author of "Wired to Care"
Product-based marketing
•Companies sold commodities / Customers bought products

11. Mass Marketing
• Companies introduced new products and
differentiated their packaging.
• Marketers used "branding" to demonstrate the
values of their products.
• Companies produced more than what customers
could consume
• Communication channels were trying to provide
media contents that are acceptable by the masses.

12. Mass Marketing
• Mass media lead to a homogenization of culture which
includes arts, values, and overall lifestyle of population.
• Marketers reached their customers as long as they had a
large marketing budget to spend on advertising and
promotion.
• Marketers focused on advertising, promotion and
distribution.

13. Mass Marketing
Mass media-based marketing
•Companies sold goods / Customers bought benefits
Product-based marketing
•Companies sold commodities / Customers bought products

14. • Companies entered into the new markets with
new products and more TV stations emerged.
• Marketers customized products to make them
more relevant to customers' lives.
• Customers had more choices and options.
• Marketers increased their advertising spending to
be able to reach larger segments.

15. • Marketers understood that customers care
about relationship, love, happiness, success
and power and they do not really understand
many of the benefits and features of most of
the products that they buy.
• Marketers started convincing their customers
that their products could bring them certain
emotions by linking these emotions with their
products.

17. Customer-based marketing
•Companies sold brands / Customers bought Emotions
Mass media-based marketing
•Companies sold goods / Customers bought benefits
Product-based marketing
•Companies sold commodities / Customers bought products

18. Marketing-Customization
• Companies started ".com" businesses. Marketers saw a big
opportunity for them to switch from TV advertising to online
advertising.
• Marketers tried to use the same passive advertising that
they used in print and TV
• TV stations offered more customized programs that target
certain audience. (Segmented TV channels)
• Niche marketing was one of the advantages that customers
took from the internet.

19. “Marketing is all about spreading ideas.” Seth Godin
Market-based marketing (Inspiring)
•Companies sold Ideas / Customers bought Experiences
Customer-based marketing (Persuading)
•Companies sold brands / Customers bought Emotions
Mass media-based marketing (Informing)
•Companies sold goods / Customers bought benefits
Product-based marketing
•Companies sold commodities / Customers bought products

21. Welcome to the Digital Age

22. Welcome to the Digital Age
• Websites are available 24 hours and sell unlimited
products.
• The internet transform from a primarily
transactional medium to relationship building.
• The internet transformed the power from
companies to consumers and made them as much
producers as consumers.
• The internet allowed customers to be connected
at anytime and approximately for free.

25. Customers had always had the same needs and wants but their ways
of satisfying these needs and reaching their markets evolved and
changed their social lives and consumption habits.

26. Who are your customers?

34. http://www.forrester.com/Groundswell/profile_tool.html

44. Inspire customers to think (different)
about the future

45. Allow customer to be part of the future
25,000 AFOLs
each buy around
$1,000 of lego
products a year
Adults Fan of Lego (AFOL)
Return of Engagement (ROE)

46. Create a new lifestyle not a technology
VS.

47. Create a new lifestyle not a technology

48. Create a new lifestyle not a technology

50. Unleash the Magnetic Power of Your Brand
Iyad Mourtada
@iyadmourtada
iyadmourtada.blogspot.com
iyad.mourtada@gmail.com