Session 1.ppt

MARKETING “Marketing and advertising are the same thing.”  “We need to market to everyone because everyone is our customer.” MARKETING IS SOLELY ABOUT SALES MARKETING IS ONLY FOR BIG BUSINESSES MARKETING IS EXPENSIVE MARKETING IS A ONE-TIME EFFORT MARKETING IS ONLY...

MARKETING “Marketing and advertising are the same thing.”  “We need to market to everyone because everyone is our customer.” MARKETING IS SOLELY ABOUT SALES MARKETING IS ONLY FOR BIG BUSINESSES MARKETING IS EXPENSIVE MARKETING IS A ONE-TIME EFFORT MARKETING IS ONLY FOR CONSUMER PRODUCTS  M A R K E T I N G IS E V E R Y T H I N G  The aim of Marketing is to MAKE SELLING UNNECESSARY VALUE MARKETING??? What can be Marketed 01 02  The Evolution of Philosophies 01 02 03 PRODUCT ION PRODUCT SELLING CONCEPT CONCEPT CONCEPT 04 05 MARKETING SOCIAL MARKETING CONCEPT CONCEPT  TECHNOLOGY THE THE NEW CONSUMER RENAISSANCE MARKETING SUSTAINABILITY HUMAN VERSUS AI HUMANITY source: Kantar Consumer trends 2022 01 01 03 METAVERSE The new EXPERIENCE Economy AUGMENTED REALITY  Shifting the Balance (1.0 to 5.0) 01 02 03 Product centric Consumer oriented Value driven marketing marketing marketing 04 05 06 Technology driven Technology for marketing HUMANITY ??? Technology is geography (it’s one world) Sustainability is efficiency (greener is cheaper) Each person is empowered (freer to soar and freer to fall) Shifting the Balance (1.0 to 5.0)  Why Innovations FAIL What consumers want What consumers like What consumers dislike  Why do we need to understand consumers ? the need Understanding consumers 95% of your consumers' decisions are made deep in their unconscious where beliefs and behaviors are rooted. What if you had the ability to see these deep emotions and  DELUGE INNOVATION whY We live in a cluttered world. Markets are drowning in options, media is saturated daunting task to break through to your consumers, find answers, and influence with messages, and work life behavior in a meaningful has an "always-on" culture. way. TRUTH MISSING WHAT THEY DON’T KNOW THEY KNOW.” VOICE OF THE CONSUMER TRADITIONAL MARKET RESEARCH DOESN’T CUT IT….WHY? DEPTH DEFICI CONSUMERS’ BLACK BOX T It can't explain the "say- MEAN-do gap" RESULT MISSION It doesn't ask the right questions. It doesn’t inspire teams to make a change.