October 18th-20th, 2015 The Bellagio Hotel, Las Vegas Experiences: The Seventh Era Of Marketing Robert Rose What do you really do? Once Upon A Time, 20 Years Ago… Is that really out of reach? Because if you thought the last 5 years were interesting… Internet Population 2010 -­ 1.2 Billion 2020 -­ 5 Billion Where does that leave our question? What do you really do? Let’s go even further back… The eras of marketing 1977 What Do You Really Do? Consumers Have Adapted. We haven’t. “In the coming decade, marketing will be re-­engineered from A to Z. Marketers will need to rethink, fundamentally, the processes by which they identify, communicate and deliver customer value.” Philip Kotler, 1999 Kotler on Marketing What has changed for marketing? 1. Evolution of customer relationship 2. Democratization of content & experiences 3. Marketing’s evolution in the business 1. The relationship has evolved… The disruption of digital… “Relationship” expectations have changed Loyalty is to the approach -­ not the product 2. Democratization of content experiences The slow death of “reach and frequency” The ease of publishing fosters “small marketing” It’s the power AND the risk of maintaining a brand audience 3. Marketing’s evolution in the business Evolve beyond organizing by technology & channels Marketing must be the strategic differentiator We must adapt to create value, not just describe it “The purpose of business is to create a customer. The business enterprise has two -­ and only two -­ basic functions: marketing and innovation. Marketing and innovation produce results;; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Peter Drucker, 1954 Content is what we are! Marketing doesn’t change content’s purpose. Content changes marketing’s purpose. We delight and build audiences as a means to evolve customers. We not only describe value, we create it. What Have We Learned? Culture is still having breakfast. But lunch may be coming. Silos suck. But content-­as-­a-­ function can unify 9 out of 10 “do content” but 3 out of 10 feel good about it Lack of strategy and a process is single biggest gap 60% vs. 7% “If you can’t describe what your doing as a process, you don’t know what you are doing.” -­ W. Edward Deming What Do You Really Do? Content Creation Management Create Organize Manage MEASURE How Many Steps In Your Buyer’s Journey? It is infinite. Stop mapping every step to content. You won’t. And can’t. Instead, be remarkable at a few strategic touch points. Simplify. X100 2,800 km X50 3,400 km The Buyer’s Journey Is Not A Guided Tour Awareness Experiences (Feed interests and passions) Nurturing Experiences (Build trust and change beliefs) Loyalty Experiences (Illuminate shared values) What Do You Really Do? I Create Remarkable Experiences October 18th-20th, 2015 The Bellagio Hotel, Las Vegas Thank You! Robert Rose Chief Strategy Officer Content Marketing Institute www.7thEraOfMarketing.com www.robertrose.net Please take a moment to rate my presentation in the DSES mobile app!