Three decades of marketin

1. Marketing’s
metamorphosis
A presentation for UEA by Third
City

2. 2 UEA
Three Decades of Marketing: from propaganda to democracy
1981 1991 2011
TV is king Decline in TV WEB 2.0
FMCG mkg pioneers Growth in BTL Peer to Peer Mkg
NO INTERNET
Information >>>> Interaction >>>> Community >>>>
BRAND HAS BRAVE BRANDS CONSUMER HAS
FULL CONTROL INVITE FEEDBACK CONTROL
© Third City 2011

3. 3 UEA
The old beast is dying
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
© Third City 2011

4. 4 UEA
The new beast roars
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……
© Third City 2011

5. 5 UEA
Going social
Shared experiences travel at the speed of light,
good bad or ugly
Smart brands have embraced this and invented
content that will travel
© Third City 2011

6. 6 UEA
The Big Idea
The better the idea the faster it will travel
Being digitally or socially clued up is not enough
Some examples…
© Third City 2011

7. 7 UEA
Doing Good is good for
business
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8. 8 UEA
Accountability is everything
“I know half my advertising is wasted I
just don’t know which half”
© Third City 2011

9. 9 UEA
PR’s Renaissance
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
© Third City 2011

10. 10 UEA
Seven Wonders
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
© Third City 2011

11. 11 UEA
The future?
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 this
is working
© Third City 2011

12. Copyright © Third City 2010
22
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