Simon YoungCo-author, Social Media MBAPrincipal syENGAGESocial Media ConsultantOver 4100 followers on Sina Weibo -

without living in China

From Military to Marriage - Key principles of 21st century marketing

Marketing is undergoing a profound change.

FROM TOCampaign Commitment"marketing to" "marketing with"Military language Shared values

1. FROM CAMPAIGNS TO COMMITMENT

* Online media is 24/7* Brands are in the entertainment business* Marketers are pushed to do more with less

How can marketers be bothEFFICIENT

and

EFFECTIVE?

The answer:

2. Marketing "With" your Customers

(Turning students into marketers)

HOW? * Make it easy to recommend your institution on social networks?* Recruiting students as spokespeople* Hosting student blogs

Challenges to expect:

Culture shock!Losing control over the messageExposing organisational dysfunction

The Paradox:

The less control you have over your message, the more believable it is!

3. From Military Language, to Shared Values

Target, Campaign, LaunchControl, coercion

3. What's the new language of marketing?

Social objectsSocial CapitalThe customer at the centre of the universeWe are extras in their drama

Summary: Three steps to court your digital consumer

1. Design their journey2. Listen intently3. Network internally

None of this is easy. But it's the new normal in marketing.

Simon Youngwww.syengage.com/simon