A story about the history of marketing

1. MARKETING WITHOUT
ADVERTISING
WHY BRANDING DOESN’T WORK ANYMORE
dinsdag 8 februari 2011

2. WHAT IS FACEBOOK FOR?
FACEBOOK IS HERE SO I CAN MAKE FRIENDS
FACEBOOK IS HERE SO I CAN MARKET MY PRODUCTS
dinsdag 8 februari 2011

3. A BIT OF HISTORY
(TO READ AT HOME)
dinsdag 8 februari 2011

4. VALUE CREATION AT THE BAZAR
THERE WAS A TIME THE BAZAR: LATE
COMMERCE DIDN’T EXIST MIDDLE AGES =
BEGINNING OF
PEOPLE WOULD LIVE ON COMMERCE
THE LAND OF A
LANDLORD (KING, ETC) PEOPLE MET EACH OTHER
AT THE BAZAR: ONE BIG
THEY WORKED FOR THE CONVERSATION OF LIFE
LORD AND LIVED AT HIS
MERCY RESULT: PEER 2 PEER
ECONOMY EMERGED
dinsdag 8 februari 2011

5. THE START OF CURRENCIES
CONVERSATIONS AT THE PROBLEM: THE LORDS OF
BAZAR ARE FACT THE LAND LOST THEIR
BASED: JOE MAKES GOOD POWER
SHOES, NICE BREAD,...
SOLUTION:
RESULT: MIDDLE CLASS CENTRALIZED
AROSE (CREATED AND CURRENCY (TOOK 2
RETAINED VALUE) CENTURIES) TO REGAIN
CONTROL OVER THE
FREE ECONOMY
dinsdag 8 februari 2011

6. THE INDUSTRIAL REVOLUTION
REDUCED THE REQUIRED PROBLEM: WE DON’T BUY
SKILLS TO PRODUCE THE PRODUCTS FROM JOE
STUFF THE SHOEMAKER
ANYMORE. WHICH
TURN PRODUCERS INTO SHOES ARE GOOD?
REPLACEABLE
RESOURCES SOLUTION: THE CONCEPT
OF BRANDING (MASS
MASS PRODUCTION= MARKETING) WAS
ALIENATE WORKERS CREATED
FROM VALUE CREATION
dinsdag 8 februari 2011

7. THE CONCEPT OF BRANDING
BRANDING SIMULATES THE HUMAN CONNECTION WE
USED TO HAVE WITH THE PEOPLE WITH WHOM WE USED
TO INTERACT IN A PEER 2 PEER FASHION.
BRANDING CREATES A FACE FOR THE PRODUCT THAT WE
PREFER BUYING FROM INSTEAD OF THE REAL FACE OF
THE PERSON WHO USED TO PRODUCE OUR GOODS.
COMPANIES LIKE TO DO THE BRAND CONVERSATION
BECAUSE THEY DON’T MAKE PRODUCTS THEMSELVES
dinsdag 8 februari 2011

8. THE MASS MEDIA REVOLUTION
TELEVISION ALLOWED OVER TIME WE BECAME
THE BRAND ON THE TO VALUE THOSE
SHOEBOX TO ARRIVE IN IMAGES MORE THEN
YOUR HOME EVEN REAL PEOPLE
BEFORE THE BOX
ARRIVES BRANDING BECAME A
METHODOLOGY TO
BRANDING CREATES A REPLACE PRODUCT
PRE-EXISTING RELATION VALUE
WITH THE PRODUCT
dinsdag 8 februari 2011

9. THE RISE OF THE INTERNET
DECENTRALIZED INTERNET BUBBLE:
RESULT OF CORPORATE
ALLOWS PEER 2 PEER APPROACH TO SMALL
COMMUNICATION AND INTERNET BUSINESS
VALUE CREATION AGAIN
BUSINESS RETURNED:
EBAY, CRAIGSLIST: NICE NOW IT BECAME SOCIAL
EXAMPLES OF HOW
SMALL SCALE VALUE NOT CONTENT, BUT
CREATION ON INTERNET PEOPLE CONNECTING TO
IS POSSIBLE PEOPLE
dinsdag 8 februari 2011

10. MARKETING ENTERS FACEBOOK
PEOPLE CONNECTING TO NO: PEOPLE ARE IN
PEOPLE? GREAT, LET’S CONVERSATION WITH
INTERRUPT THEM ONE ANOTHER
BRANDS TRY TO ACT AS THEY’RE NOT BEING
IF THEY ARE FRIENDS CONSUMERS, THEY’RE
JUST PEOPLE
CONSUMER IS IN
CHARGE AND YOU ARE IN IT’S LIKE THE BAZAR
CONVERSATION WITH CONVERSATION, NOT
YOUR CONSUMER? ABOUT BRANDS
dinsdag 8 februari 2011

11. BRANDS HAVE NO PLACE
BRANDS DON’T HAVE A BRAND MYTHS PROTECT
PLACE IN ONLINE COMPANY AGAINST
CONVERSATIONS PRODUCT DEFECTS
VALUE IN SOCIAL ON SOCIAL NETWORKS,
NETWORK= FACTS AND INDIVIDUALS DON’T GET
VALUE CREATION REPUTATION BY
REPEATING BRAND
BRANDS= NOT VALUE MESSAGES, BUT BY
PROVIDING REAL INFO
PRODUCTS= VALUE (“GREAT SHOES”)
dinsdag 8 februari 2011

12. PRODUCTS IN CONVERSATIONS
YOU CAN SUPPLY PEOPLE COMPANY CAN SUPPORT
WITH REAL INFO ABOUT THE NETWORK OF
PRODUCTS SO THEY CAN PEOPLE INSTEAD OF
EDUCATE THEIR FRIENDS TRYING TO REPLACE IT
GOAL IS NOT TO GET ACTUALLY HAVE A REAL
FRIENDS AS A COMPANY CONVERSATION: HONEST
GOAL IS TO GET PEOPLE MAKE SURE SOMETHING
(FANS?) TO BEFRIEND REAL IS GOING ON
EACH OTHER INSIDE THE COMPANY
dinsdag 8 februari 2011

13. SOCIAL MEDIA’S PURPOSE
SOCIAL MEDIA PURPOSE: IF COMPANY HAS R&D,
CREATE AND EXCHANGE PRODUCTION, ETC: JUST
VALUE DIRECTLY LET THEM BE WHO THEY
AMONGST PEOPLE ARE.
A COMPANY CAN ONLY THESE ARE GOOD TIMES:
WIN IN SOCIAL MEDIA IF REALLY VALUABLE
THEY CAN HELP PEOPLE PRODUCTS WILL START
TO DO THAT. TO MARKET
THEMSELVES
dinsdag 8 februari 2011

14. NOW THAT WE KNOW
WHAT MARKETING IS, LET’S
RECONSIDER ADVERTISING
dinsdag 8 februari 2011

15. REACHING CUSTOMERS
WHAT IS THE POINT
dinsdag 8 februari 2011

16. dinsdag 8 februari 2011

17. A FEW EXAMPLES OF
MARKETING WITHOUT
ADVERTISING
dinsdag 8 februari 2011

18. CONTENT MARKETING
IF YOU HAVE GREAT PRODUCTS, JUST SHOW THEM
dinsdag 8 februari 2011

19. WORD OF MOUTH
THE CUSTOMER BECOMES YOUR MARKETING DEPARTMENT
dinsdag 8 februari 2011

20. COMMUNITY ENABLING
BE THERE WHEN THEY NEED YOU
dinsdag 8 februari 2011

21. RANDOM ACTS OF KINDNESS
KLM LEARNED THE VALUE OF A SMILE
dinsdag 8 februari 2011

22. YOUR CORPORATE IDENTITY
ZAPPOS IS FAMOUS FOR WHO THEY ARE AS A COMPANY
dinsdag 8 februari 2011

23. EDUCATE YOUR INDUSTRY
MICROSOFT IS TEACHING DEVELOPERS HOW TO CODE
dinsdag 8 februari 2011

24. BE FINDABLE
PEOPLE WANT TO BUY STUFF, MAKE SURE YOU’RE AVAILABLE
dinsdag 8 februari 2011

25. CUSTOMER SERVICE
CUSTOMER SERVICE IS NOT A COST, IT IS EVERYTHING
dinsdag 8 februari 2011

26. SHARE YOUR VALUES
LACKING PRODUCT DIFFERENTIATION, PEOPLE CHOOSE
COMPANIES THEY CAN IDENTIFY WITH
dinsdag 8 februari 2011

27. ORGANIZE EVENTS
LET PEOPLE HAVE A GOOD TIME
dinsdag 8 februari 2011

28. LET THEM BE PART OF YOU
PEOPLE LOVE TO BE VALUED
dinsdag 8 februari 2011

29. dinsdag 8 februari 2011