SIS 2010 - Marketing in the Moment - Rob Garner - iCrossing
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Transcript of SIS 2010 - Marketing in the Moment - Rob Garner - iCrossing
Marketing in the Moment
Rob Garner
Sr. Strategy Director, iCrossing
Consider this: Much of what we do “right
now” shapes who and what we are for the
long-term
The web is evolving into a real-time,
networked, and synaptic environment
And yet many marketers and brands are
still resigned to a passive, rather than
active and agile approach to marketing
The current state of this evolution is not so
much about “social networks”…
…as it is about hitting a tipping point with
a society that is networked
And that people aren't just “searching”…
…they are searching and finding something
right now
Published content is disseminated
instantaneously
In this medium, the fundamental principles of
search and network marketing apply
Networks/Social
Externally & socially owned network
presence
Search
Proprietary web site(s) or apps
Traditional
(Earned & paid media)
Being “in the moment” is
the new nature of marketing
MARKETING IN THE MOMENT
AND CONNECTEDNESS
A few simple truths about the new nature of
10
A brand’s identity must embody
the spirit of its audience
Brands are now publishers
“Publishing” is words, thoughts, status, images, feeds,
video, applications, conversation, and more
As a brand, you are what is
published about you
That means both, “what you say about yourself,”
and “what other people say about you.”
Market research will also help you
know your audience better
It is a brand’s obligation to listen
and act on the data that is
provided and available
Brands must engage with their
audience and networks
Your organization and audience
are your primary networks
It takes a lot of preparation and
strategic vision to act in this
marketing environment
And quite possibly even a core change in marketing philosophy and practice
Being “in the moment” is now a
critical aspect of this marketing
medium, and can be judged on
what you are doing “right now”
THANK YOUSearch Insider Summit, Captiva Island
April 2010
Rob GarnerSr. Strategy Director
iCrossing.com
SEMPO Board of Directors
214.676.2089
@robgarner
www.facebook.com/garner
GreatFinds.iCrossing.com
Linkedin.com/in/robgarner
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