Upload
john-mccambley
View
557
Download
1
Embed Size (px)
Citation preview
A S T O R Y A B O U T “ T H E G R E A T E S T T H I N G I N T H E H I S T O R Y O F T H E U N I V E R S E ”
@ A L E X C R A V E N @ B L O O M A G E N C Y
Mr. Jakeman called digital marketing the
"most ridiculous term I've ever heard.”
He added: "There is no such thing as
digital marketing.
There is marketing - most of which
happens to be digital." He urged
marketers to create digital cultures, not
digital departments.
"We 'ghettoize' digital as though it's the
life raft tethered to the big ocean liner.
And we have to move on from that.“
Brad Jakeman
President, Pepsico
"Try and resist thinking about digital in
terms of the tools, the platforms, the QR
Codes and all of the technology coming
next. We [Procter & Gamble] try and see it
for what it is, which is a tool for engaging
people with fresh, creative campaigns...
the era of digital marketing is over.
It's almost dead. It's now just brand
building. It's what we do.“
Marc Pritchard
Global Brand Building Officer, P&G
PRODUCT (SERVICE) LIFE CYCLE
INTRODUCTION
Low salesHigh costsNo profits
GROWTH
Increasing salesReducing costsSome profits
INTRODUCTION
Constant salesReducing costs
Increasing profits
DECLINE
Decreasing salesConstant costs
Reducing profits
I spent the first 13 years of my career fighting for an ever larger share of the marketing budget to be allocated to our digital services. That fight is over, we won.. The problem is that in winning we brought the ‘traditional agencies’ with the spend. We’ve spent the last 3 years adjusting our agency for this new reality, in order to survive we changed, we became integrated, we lost peers that didn’t along the way…
“Post Digital was supposed, if anything, to be a shout against complacency, to make people realise that we’re not at the end of a digital revolution, we’re at the start of one.
The end game was not making a website to go with your TV commercial and it’s not now about making a newspaper out of your website. Post Digital was supposed to be the next exciting phase, not a return to the old order. It’s the bit where the Digital people start to engage in the world beyond the screen, not where the old guard reasserts itself.”
Russell Davis
Post Digital
T A K E A W A Y S
1 . W H A T Y O U D O T O D A Y I S T O M O R R O W S C O M M O D I T Y ,
S E E K T O P R O G R E S S T H E V A L U E Y O U O F F E R
T A K E A W A Y S
2 . S O C I A L M E D I A I S T H E G R E A T E S T F O C U S G R O U P
I N T H E W O R L D ,A N A L Y T I C S D E S C R I B E
H U M A N B E H A V I O U R N O T J U S T K P I ’ S
T A K E A W A Y S
4 . T H I N K L I K E A M A R K E T E R F I R S T ,
C H A N N E L / P L A T F O R M E X P E R T S E C O N D , Y O U R
T I M E H A S C O M E !