The

Evolution of Marketing

Christopher Graves President & CEO Asia Pacific, Ogilvy Public Relations

1

The New Marketing Ecosystem

3

5

6

Marketing

8

From the 4P’s to the 4E’s

From …

To …

Product Place Price Promotion

Experience Everyplace Exchange Evangelism
10

From PRODUCT to EXPERIENCE

11

Beauty Shopping Journey
Beauty Issue

Experts Peers Specialists
Research

Explore/Share

Shopping

Results

Purchase

Browsing 12

From PRODUCT to EXPERIENCE

13

14

15

16

17

18

From PRODUCT to EXPERIENCE

19

Movie: Great_Adv_Website_REV.mpg

From PLACE to EVERYPLACE

21

banners, portals, pop-ups, pop-unders, e-mail messages, interstitials, display ads, streaming media, rich media, flash, animation, branded content, product placement, search engine marketing, blogs, vlogs, podcasts, vodcasts, IM, SMS, RSS, wikis, retail kiosks, microsites, advergaming, gamevertising, alternative reality gaming, social networks, wireless, mobile, content sponsorships, events, buzz, guerilla, and viral marketing, iTV, IPTV, and more.
23

From PRODUCT to EXPERIENCE

24

27

From PRICE to EXCHANGE

28

“A cynic knows the price of everything, but the value of nothing”
Oscar Wilde

30

From PRICE to EXCHANGE

31

Before

After

32

33

What do we want from consumers?

• Attention span? • Engagement? • Permission?

34

LEGO: Customers Help Create Products

+200% better sales

35

From PROMOTION to ENGAGEMENT

& EVANGELISM

36

A Brand’s Best Self

Big Ideal

A Cultural Trend/Truth

How Do You Find a Brand’s Big Ideal?

“[Insert brand here] believes the world would be a better place if …”

38

“Coke believes the world would be a better place if we saw the glass as half full not half empty.”

“Dove believes the world would be a better place if women were allowed to feel good about themselves.”

40

41

42

43

44

45

46

“Give people an idea so interesting that the audience wants to share it”

48

Dove: Evolution

49

Evolution Remix

50

Onslaught

51

Onslaught Remix

52

The results
• The first double Grand Prix at Cannes
– TV commercial – Viral film

• Sales up $500 million since beginning of campaign • Ranked 3rd for most transformed brand
– Behind YouTube and Google

53

Dell Idea Storm

54

55

56

57

58

59

60

Marketer of the Future
1. Experience – do your Customer Journey 2. Everywhere – create an idea with no TV
or print

3. Exchange – calculate the value of your
Customer

4. Evangelism – bring passion to your brand
through engagement
61