Charles Nixon from the Cambridge Marketing College kicks off the On The Edge Bristol event. Find out more about the Cambridge Marketing College courses in Bristol here: http://www.marketingcollege.com/locations/bristol

1. WELCOME TO THE FUTURE

2. THE GENTLE SOUND OF WAVES CRASHING
NEW IDEASNEW IDEAS

3. New ways of seeingNew ways of seeing

4. 90 % of Business theory is internally
focused ( Greenfield )
10% is Marketing
Marketing delivers 3 times the value
added of any other strategy ( PA )

5. Where will they Impact
Portable Energy !Portable Energy !

6. NEW WORLD

7. Marketing Spend
Total UK advertising is expected to rise by 2.7% thisTotal UK advertising is expected to rise by 2.7% this
year, and by a substantial 5% in 2014.year, and by a substantial 5% in 2014.
This would take spending levels back to those seenThis would take spending levels back to those seen
prior to 2007 i.e. pre-recession.prior to 2007 i.e. pre-recession.
The greater part of the rise is likely to be down toThe greater part of the rise is likely to be down to
digital and video-on-demand, but more traditionaldigital and video-on-demand, but more traditional
media such as television and print media are alsomedia such as television and print media are also
showing a strong recovery.showing a strong recovery.
Source Advertising Association and WARCSource Advertising Association and WARC

8. Marketing Spend
$170bn on direct/e- marketing in USA$170bn on direct/e- marketing in USA
3% response to mail3% response to mail
0.1%response to email0.1%response to email
Conversion to sales of online ads 0.01%Conversion to sales of online ads 0.01%
ie $165bn wasteie $165bn waste
Source Economist 25may2013Source Economist 25may2013

9. Population
Changes
Age profileAge profile
Ten BillionTen Billion
Over 80’sOver 80’s
Growth in Middle classGrowth in Middle class
RetirementRetirement

10. PROJECT
DATE CLIENTDAT
E
JAPAN AGE PROFILE 1950 -
2055
NUMERACY
ANALYTICSANALYTICS

11. Cities
3.5 bn3.5 bn
1bn in slums1bn in slums
Middle ClassMiddle Class
2bn today to 3.2bn2bn today to 3.2bn
by 2020 and 4.9bnby 2020 and 4.9bn
by 2030by 2030

13. PROJECT
DATE CLIENT201
2
INSTITUTE FOR SECURITY
STUDIES
RISE OF THE MIDDLE CLASSES

14. CURATION

15. SKILLS FOR THE NEW AGE
BAER AND NASLUNDBAER AND NASLUND
CHARACTERISTICS :
CURIOSITY
ENTHUSIASM
INNOVATION
SELF STARTING
COLLABORATION
EXPLANATION
HUMILITY
DIPLOMACY

16. Charles Nixon
charles@marketingcollege.comcharles@marketingcollege.com
Cambridge Marketing Colleges