Marketing’s metamorphosis

A presentation for UEA by Third City

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© Third City 2011

Three Decades of Marketing: from propaganda to democracy

UEA

1981 1991 2011

TV is king Decline in TV WEB 2.0FMCG mkg pioneers Growth in BTL Peer to Peer MkgNO INTERNET

Information >>>> Interaction >>>> Community >>>>

BRAND HAS BRAVE BRANDS CONSUMER HASFULL CONTROL INVITE FEEDBACK CONTROL

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In 1965 80% of all 18-49 year olds in the US could be reached with THREE 60 sec TV spots

In 2005 it required 120 TV spots to do the same

The old beast is dying

UEA

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UK internet ad expenditure growing at 13.5% p.a

UK online active users now nearly 40million(doubled in ten years)

In 2010 £2bn spent on internet ads compared to 19m in 1998

Social media account for 25% of time spent online in the UK……

The new beast roars

UEA

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Shared experiences travel at the speed of light, good bad or ugly

Smart brands have embraced this and invented content that will travel

Going social

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The better the idea the faster it will travel

Being digitally or socially clued up is not enough

Some examples…

The Big Idea

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Doing Good is good forbusiness

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Accountability is everything

UEA

“I know half my advertising is wasted I just don’t know which half”

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A bunch of blondes banging the phones?

Ab Fab

PR is earning a seat at the boardroom table- Natural search- Understands advocacy- Guardians of reputation- Accountability- Bang for buck

PR’s Renaissance

UEA

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© Third City 2011

Step change in media consumption

Rise in internet usage

Going Social

The Big Idea

Doing Good for Business

Power of Bean Counter

PR’s Renaissance

Seven Wonders

UEA

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Social democracy here to stay

Marketing will catch its breath

Brands will fathom out the new model

Geeks will lose their halo

Smart brands will demand collaboration

The big idea will travel further

We will finally figure out whether any of thisis working

The future?

UEA

Copyright © Third City 2010

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