The document discusses 8 major shifts in marketing as it transitions to a digital world. These shifts include moving from rigid annual campaigns to continuous strategic strikes throughout the year, adopting agile planning over rigid strategies, integrating digital thinking across all marketing instead of it being a separate department, prioritizing meaningful relationships over transactional interactions, designing products and services based on consumer needs and wants, having a positive social impact rather than just selling products, empowering customers as advocates instead of just talking to the public, and ensuring coherent brand experiences across all touchpoints rather than just a consistent image. The goal is to make marketing more creative, digital, social, and useful.
4. SHIFT #1
ONE
BIG
THING
THE RIGHT
SMALLER
THINGS
GOODBYE 360 CAMPAIGNS
360
Real-time marketing for a real-time world.
Not singular messages, but multiple streams of ideas.
More than polished campaigns, but continuous strategic strikes.
4
Adapted from Matt Howell
HELLO 365
DAYS
365
5. SHIFT #2
RIGID STRATEGY
AGILE PLANNING
LEARN
LEARN
PLAN
PLAN
DESIGN
DESIGN
LAUNCH
LAUNCH
BRAND
BRAND
IDEA
IDEA
INSIGHT
INSIGHTS
STRATEGIC
STRATEGIC
STRIKE
STRIKE
LEARN
LEARN
SPEED
SPEED
MEETING
MEETING
LISTEN
LISTEN
PLAN
PLAN
DESIGN
DESIGN
LAUNCH
LAUNCH
ADJUST
ADJUST
STRATEGIC
STRATEGIC
STRIKE
STRIKE
SPEED
SPEED
MEETING
MEETING
LISTEN
LISTEN
FUTURE: BIG BRAND IDEA, STRATEGIC STRIKES, RAPID ITERATIONS
Instead of strictly following a plan, plan for change.
Rapid testing hypotheses rather than extended research and deduction.
Collaboration and conversation over strategy decks and documentation.
5
ADJUST
ADJUST
6. SHIFT #3
DIGITAL AS
DEPARTMENT
DIGITAL
AS GLUE
Advertising
Advertising
Direct Marketing
Direct Marketing
Partnership Marketing
Partnership Marketing
Sales Promotion
Sales Promotion
Public Relations
Public Relations
Experiential Marketing
Experiential Marketing
Digital
Break down silos, inject digital thinking throughout.
All marketing ideas have digital implications.
All digital ideas have marketing implications.
6
Digital
8. SHIFT #5
MAKE
PEOPLE
WANT
THINGS
MAKE
THINGS
PEOPLE
WANT
Design a service by understanding what people want and how they interact.
Solve brand problems by solving consumer problems-disrupt and delight.
Don’t compete in the old paradigm and on parity -create a need that only you can fill.
8
THINGS
9. SHIFT #6
SELLING
TO THE
WORLD
17%
only
of all brands
have a
positive
impact in
people's
lives
9
Havas Media
IMPROVING
THE
WORLD
70%
of all
brands
would
not be
missed
Be guided by a brand purpose, not just a commercial interest.
From differentiating within the category to making a difference in culture.
Deeper human connection through a higher human centric purpose.
10. SHIFT #7
TALKING AT THE WORLD
MAKING THE WORLD TALK
CMO
CUSTOMERS
1,000S
Bookmarking
Referencing
Photo Sharing
Video Sharing
Social Networking
Communicating
Micro-blogging
Blogging, Events
YOUR
CUSTOMER1
FRIENDS
85
ACCELERATORS
1,000’S
MASSES
100,000’S
It’s not what you say that matters, it’s what people say about you.
If it doesn’t spread it’s dead.
Flipping the funnel: retention and advocacy is the new acquisition.
10
Adopted from Digital Future Report, USC Annenberg School of Mass Communications, 2007
WORLD WIDE
1,000,000’S