The Digital Age –

Marketing Trends in 2009

Mat Harris
3/20/2009
 Marketing in the Digital Age

• BIGGEST TRENDS IN 2009:

– Widespread availability of digital tools
– Economic turmoil
• What can we expect for marketing &
advertising in 2009/2010?
– Slimmer budgets
– Demand for innovation
– Intense demand for measureable ROI
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 Marketing in the Digital Age

Books I am (re)reading right now:

The Millennium Matrix, Rex Miller
What Would Google Do?, Jeff Jarvis
Wikinomics, Tapscott/Williams
Leading the Revolution, Gary Hamel
The 1:1 Future, Peppers/Rogers
The Future of Advertising, Joe Cappo

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 Marketing in the Digital Age

• What’s happening now?

• Communication paradigms:
– Oral
– Print – 1450
– Broadcast – 1902
– Digital – 1998

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 Marketing in the Digital Age

Communication paradigms shape how we

think, and define our economy.

Why is it so difficult to make the transition?

What are we holding onto?

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 Marketing in the Digital Age

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 Marketing in the Digital Age

• THE DIGITAL AGE

– What tools are emerging?
• Search
• Web 2.0 – user-created content, feedback
loops, blogs, social networks
• Mass-collaboration engines
• Mass-customization
• Customer relationship management (CRM)

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 Marketing in the Digital Age

• What does this mean for:

– Brochures & catalogs?
– TV & radio advertising?
– Banner ads?
– E-newsletters?

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 Marketing in the Digital Age

• THE DIGITAL AGE

• New tools = new strategies + tactics
– Search
– Web 2.0 – user-created content, feedback
loops, blogs, social networks
– Customer relationship management
(CRM)

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 Marketing in the Digital Age

• THE DIGITAL AGE

– What becomes possible?

– What becomes unnecessary?

– What trends are emerging?

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 Marketing in the Digital Age

• THE DIGITAL AGE - trends

– Share of customer, not share of market
– Smaller markets, higher saturation
– Platforms for open development
– Frictionless economy
• Good-bye to middlemen, agencies
– Disruptive innovation as a way of life

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 Marketing in the Digital Age

• THE DIGITAL AGE – is the age of

search
– Customers, partners, employers find you
on:
• Google, LinkedIn, Facebook, MySpace
– Social networks put you in control of
your online identity

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 Marketing in the Digital Age

• THE DIGITAL AGE – is the age of

partnership and collaboration
– Good customers are the advertisers
– Bad customers are partners in quality
control
– Transparency and collaboration make the
digital age a very public place
• Wikipedia, Jigsaw, Yelp!

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 Marketing in the Digital Age

• THE DIGITAL AGE – is the age of

disruptive innovation as a way of life
– Platforms for development:
• I-phone apps
• Facebook apps
• Google apps
• Salesforce.com apps (computing cloud)

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 Marketing in the Digital Age

• THE DIGITAL AGE – is the age of

intense customer focus
– Waning terminology:
• Market share/market segmentation
• Target audience, ratings, demographics
– Digital thinking:
• Share of customer/share of wallet
• Personal, customized, 1:1

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 Marketing in the Digital Age

• THE DIGITAL AGE – is the age of

intense customer focus
– Focus on meeting customer needs…as
many of them as are feasible
• ABC Pest & Lawn
• Dell
• Google
– Marketing & Sales are ONE

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 Marketing in the Digital Age

• What Good Goliath is doing:

– Returning our focus to the original vision
– Leveraging our core strengths in new
ways
– Collaborating with customers
– Innovating web platforms for vertical
growth

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