"Marketing in the Moment" presented by Rob Garner, Senior Strategy Director, iCrossing, as part of the Master of Science Program in Integrated Marketing at New York University (NYU) on Thursday, June 24, 2010.

1. MARKETING IN THE
MOMENT
June 24, 2010
Rob Garner
Guest lecture at NYU
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2. Consider this: Much of what we do
“right now” shapes who and what we
are for the long-term

3. The web is evolving into a real-time,
networked, and synaptic environment

4. One that is acting more like a
digital organism, rather than a
mere set of connected nodes

5. And yet many marketers and brands are
still resigned to a passive, rather than
active and agile approach to marketing

6. While they may be connected, they are
not fully alive and present

7. 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

8. …exclusion from the network is tantamount to
digital non-existence

9. And that “people” aren't just “searching”…
…real people with complex intentions and
problems are searching and finding
something
right now

10. …through active and passive publishing,
there is a profoundly meaningful
opportunity to connect

11. Published content is disseminated
instantaneously
The fundamental principles of search and network
marketing apply

12. Networks/Social
Traditional
(Earned & paid media) Externally & socially
owned network
presence
Search
Proprietary web
site(s) or apps
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13. Being “in the moment” is
the new nature of marketing

14. The quality of marketing efforts
can be judged on what you are
doing “right now”

15. A few simple truths about the new nature of
MARKETING IN THE MOMENT
AND CONNECTEDNESS
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16. A brand’s identity must embody the
spirit of its audience

17. Brands are now publishers
“Publishing” is words, thoughts, status, images,
feeds, video, applications, conversation, and more

18. 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.”

19. Market research will also help you
know your audience better

20. It is a brand’s obligation to listen
and act on the data that is
provided and available

21. Brands must engage with their
audience and networks

22. Your organization and audience
are your primary networks

23. 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

24. This is more than just search, social, or internet strategy.
Being present and “in the moment” is
about marketing strategy

25. THANK YOU
Rob Garner
Sr. Strategy Director
iCrossing.com
Rob.Garner@icrossing.com
@robgarner
214.676.2089
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