Experiences: The Seventh Era Of Marketing
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The document discusses the evolution of marketing in the digital age, highlighting the transformation in customer relationships, content democratization, and the strategic role of marketing in business. It emphasizes the necessity for marketers to rethink their processes and prioritize creating value through content-driven experiences. The author, Robert Rose, advocates for a shift from traditional approaches to more innovative, audience-focused strategies in marketing.
Experiences: The Seventh Era Of Marketing
- 1. experiencesThe 7th Era of Marketing
- 2. @Robert_Rose Chief Strategy Officer, Content Marketing Institute www.7thEraOfMarketing.com
- 3. What do you really do?
- 4. First, let’s see how we got here.
- 5. 20 years ago - this was the internet
- 6. One upon a time, 20 years ago…
- 7. This was the internet. And we danced to this.
- 8. In other words, we are now to 1995, what 1995 was to…
- 10. Is “delight” really out of reach?
- 11. Because if you thought the last 5 years were interesting…
- 12. What’s your 2020 Marketing Plan?
- 13. You’re closer to 2020 than…
- 14. You’re closer to 2020 than…
- 15. You’re MUCH closer to 2020 than…
- 16. You’re closer to 2020 than…
- 17. You’re closer to 2020 than…
- 18. You’re closer to 2020 than… Almost >
- 20. Internet Population 2010 - 1.2 Billion 2020 - 5 Billion
- 21. Where does that leave our question?
- 22. What do you really do?
- 23. Washington Market, New York, 1865
- 32. Where is Content Marketing?
- 33. Where is Content Marketing?
- 34. Where is Content Marketing?
- 35. Where is Content Marketing?
- 36. Where is Content Marketing? It’s been infused throughout.
- 38. What Do You Really Do?
- 40. Let’s Not Wait For The Trainwreck
- 41. Let’s Evolve.
- 42. “In the coming decade, marketing will be re-engineered from A to Z. Marketers will need to rethink, fundamentally, the processes by which they identify, communicate and deliver customer value.” Philip Kotler, 1999 Kotler on Marketing
- 43. What has changed for marketing? 1. Evolution of customer relationship 2. Democratization of content & experiences 3. Marketing’s evolution in the business
- 44. The disruption of digital… “Relationship” expectations have changed Loyalty is to the approach - not the product 1. The relationship has evolved…
- 45. The slow death of “reach and frequency” The ease of publishing fosters “small marketing” It’s the power AND the risk of maintaining a brand audience 2. Democratization of content experiences
- 46. Evolve beyond organizing by technology & channels Marketing must be the strategic differentiator We must adapt to create value, not just describe it 3. Marketing’s evolution in the business
- 47. “The purpose of business is to create a customer. The business enterprise has two - and only two - basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Peter Drucker, 1954
- 48. Nothing & Everything Has Changed Marketing doesn’t change content’s purpose. Content changes marketing’s purpose. We delight and build audiences as a means to evolve customers. We not only describe value, we create it.
- 49. What Have We Learned? Culture is still having breakfast. But lunch may be coming. Silos suck. But content-as-a- function can unify 9 out of 10 “do content” but 3 out of 10 feel good about it Lack of strategy and a process is single biggest gap 60% vs. 7%
- 50. “If you can’t describe what your doing as a process, you don’t know what you are doing.” - W. Edward Deming
- 51. What Do You Really Do?
- 53. Create
- 54. Don’t Plan A Campaign - Create A Movement INSPIRE: because facts don’t change beliefs RECRUIT: one house, one street, one neighborhood, one city… PLAN: you’re building a product, not a project
- 55. Organize
- 56. Organize: Time To Focus The Effort DEFINE: if it’s not real, it can’t be managed WRITE: Document it. Refer to it frequently CREATE: the process for content- driven experiences
- 57. Organize: Time To Focus The Effort One leader Central, dedicated team Aligned to demand-gen Media lab team Creates content Innovation focused Small team Runs single content initiative Focused on data and insight
- 58. Manage
- 59. Manage: The Product of Content If you start here, you’ll already be behind. MAP: stories and experiences. Simplify. Reduce content. (yes really) BUILD: content products, not campaigns OPERATE: like a media company, not like an internal agency
- 60. MEASURE
- 61. Measure: Content, Not The Teams ASSESS: experiences. Don’t mistake the progress toward a goal, for success of the platform EVALUATE: experiences in context, not separately. BALANCE: your portfolio as you would any investment
- 62. How Many Steps In Your Buyer’s Journey? X100 2,800 km X50 3,400 km It is infinite. Stop mapping every step to content. You won’t. And can’t. Instead, be remarkable at a few strategic touch points. Simplify.
- 63. The Buyer’s Journey Is Not A Guided Tour Awareness Experiences (Feed interests and passions) Nurturing Experiences (Build trust and change beliefs) Loyalty Experiences (Illuminate shared values)
- 64. What Do You Really Do?
- 65. I Create Remarkable Experiences