10. What is Marketing?
• Every bit of contact any part of your
business has with any segment of the
public
• Goes beyond the 4Ps of Marketing
• Evolve into the 4Cs
– Customer
– Cost
– Convenience
– Communication
11. Product Customer
Price Cost
Place Convenience
Communication
Promotion
12. Traditionally..
• The three kings
– Print
– Radio
– TV
• Most used because
– Highest reach
– Familiarity
– Force of habit
13. But now…
• It has become a game of response
• It‘s all about the numbers
– Awareness
– Trial
– Purchase
– Repeat Sales
• It‘s all about ROI
14. Marketing
• All about
– Efficiency
– Being entrepreneurial
– Doing the impossible
• Shift
– Away from tri-media
– Rise of below the line marketing
15. Spot the difference
Traditional Marketing Guerilla Marketing
• Money • Energy and
• Advertise Imagination
• Look at marketing
• Aim at groups weapons
• Hard to measure • Aim at individuals
• Easy to measure
17. • Only three ways to communicate
– Telephone
– Telegraph
– Tell a woman
• Concentrate marketing efforts on gift-with-
purchase, purchase with purchase,
sampling, in-store appearance, and make-
up artists
18.
19. General Motors
• Biggest auto advertiser, since 2002
– Spending in traditional spending going down,
now at 50%
– Increase in Internet spending
– Increase in CRM
– Increase in direct mail
– Heavy increase in incentives (dealer and
customer cash rebates, sales bonuses, etc.)
20. Automakers have used celebrities to peddle their
products before. Country music star Toby Keith
promotes Ford; Grammy winner Celine Dion did ads
for Chrysler, and golf legend Tiger Woods pitches for
Buick
41. New Technology
• The internet has revolutionized how
we live and and how we conduct
work. Its conceptualization is leading
new discoveries in technology.
• Since then, it has also begun to change
how consumers relate to brands.
• It has made information access easy,
making consumers marketing savvy…
• …and more demanding.
42. Consider this…
• The number of internet users in the
U.S. went from 6.5 million in 1994 to
62 million in 1999.
• Worldwide, it went from 19 million to
129 million during the same period.
• In 2002, it was estimated that between
85 to 175 million people in the U.S.
would have access to the internet…
• …and at least twice
that number
worldwide.
43. Consider this…
• Looking at it another way, it took
13 years for television to be in the
50 million homes, 10 years for
cable TV to do the same.
• The Internet on the other hand,
from its origin in 1994, achieved
the same growth in only 5 years!
• It has exploded from a ―techy‘
novelty to an accepted tool of
communication and commerce.
44. Closer to Home…
• Aside from the 30% user growth year on
year
• There are 1,500 internet cafes. The pre-paid
internet market is getting bigger and is
currently estimated to be almost 1 billion
pesos
• Internet penetration is expected
to pursue its continuous growth
rate in the Philippines.
45. A New Breed of Consumers
• In a study by Euro RSCG
Worldwide, they saw the emergence
of a new group of consumers.
• Their Global research papers
confirm the shaping of new attitudes
and behaviors.
• Goodbye, passive consumers.
• Hello, marketing savvy and
demanding…
PROSUMERS!
46. The Prosumer
• A prosumer is simply a proactive, empowered
consumer. The term suggests that the balance of
power has shifted from the manufacturers,
retailers, and marketers toward the end user.
• Characteristics common to prosumers:
– Get a rush from discovering new things
– Are transporters of trends
– Pursue timeless value
– Seek out challenges and new experiences
– Recognize their value as consumers--and expect their brand
partners to recognize it too
– Are marketing savvy and plugged in to multiple media sources
– Demand top-notch customer service and unlimited access to
information
48. The Prosumer
THEN NOW
Media Multi-media
Passive Media Participative media
Standard messaging “Infotainment”
Mass advertising Permission marketing/
Whisper campaigns/
Buzz marketing
Broadcasting Narrowcasting
Fragmented Society Connected Society
56. Information Technology
• Everything is IT!
• Falling in price, increasing in power
– Small and cheaper
• IT will break the class barrier – information
and communication will be for poor and
rich alike
• Will not mean democracy and freedom,
but more surveillance capability
58. New Media is NOW media
NOW Media
Cellphones
i-Pods
Blackberry‘s
Internet
Video Games
Wi-Fi
59. Implications
• Cheaper IT will mean more competitors
– Goliath, meet David
• Focus on service, not technology
– To know more about…, press 168
• Ecommerce will be everywhere
– Ecom component in every bite
63. Millenial Requests
• You be the leader. This generation has grown up with
structure and supervision, with parents who were role models.
The ―You be the parent‖ TV commercials are right on.
Millennials are looking for leaders with honesty and integrity.
It‘s not that they don‘t want to be leaders themselves, they‘d
just like some great role models first.
• Challenge me. Millennials want learning opportunities. They
want to be assigned to projects they can learn from. A recent
Randstad employee survey found that ―trying new things‖ was
the most popular item. They‘re looking for growth,
development, a career path.
• Let me work with friends. Millennials say they want to work
with people they click with. They like being friends with
coworkers. Employers who provide for the social aspects of
work will find those efforts well rewarded by this newest
cohort. Some companies are even interviewing and hiring
groups of friends.
64. Millenial Requests
• Let’s have fun. A little humor, a bit of silliness,
even a little irreverence will make your work
environment more attractive.
• Respect me. ―Treat our ideas respectfully,‖ they
ask, ―even though we haven‘t been around a
long time.‖
• Be flexible. The busiest generation ever isn‘t
going to give up its activities just because of
jobs. A rigid schedule is a sure-fire way to lose
your Millennial employees
