Making sense of marketing in the digital age: Mike Osswald at TEDxToledo
Summary
TLDRThe video discusses the evolution of marketing, tracing its history from the First Industrial Revolution to today's digital age. It highlights the shift from product-focused strategies to consumer-centric approaches, especially with the rise of mobile technology and constant connectivity. The speaker emphasizes four key principles for modern marketing: always be listening to customers, always be talking with a relevant message, always execute purposefully, and always be agile to adapt to changing consumer preferences. These principles aim to help businesses thrive in the fast-paced, digital world.
Takeaways
- 📜 The first technical revolution, starting 150 years ago, focused on factories, production lines, and basic product communication through traditional media like newspapers, billboards, and radio.
- 📺 The mid-20th century saw a shift toward persuasive selling, with new mediums like TV, telemarketing, and direct mail shaping marketing strategies.
- 🔬 In the 1980s and 90s, marketing became more scientific and research-driven, focusing on learning from consumers and developing products based on their needs.
- 📱 The second technical revolution, starting around 2012, brought the rise of mobile devices, with smartphones and tablets surpassing desktop use for accessing the internet.
- 💻 By 2013, many consumers owned multiple devices (smartphone, laptop, tablet), and mobile web use had begun to outpace desktop browsing.
- 🔄 Today's marketing environment requires businesses to always be listening to their customers, integrating analytics, customer feedback, and frontline employees to better serve evolving needs.
- 🗣️ Always be talking to your audience by engaging in continuous conversations and sharing relevant content, not just about products but also about the company’s mission, employees, and community involvement.
- 🎯 Effective marketing today requires always executing purposefully, adapting to new channels and consumer preferences while maintaining strategic focus.
- 🤝 Integrated marketing communications still struggle due to siloed departments, making agile marketing approaches crucial for businesses to remain customer-focused and responsive.
- ⚡ Always be agile in marketing, with flexible budgeting, cross-department collaboration, and a readiness to adapt quickly to changing customer demands and market conditions.
Q & A
What was the first technical revolution mentioned in the script?
-The first technical revolution occurred around 150 years ago in the United States, marked by the rise of factories, production lines, and railroads. This era focused on product basics, establishing markets, and using traditional media like newspapers, billboards, and radio to communicate.
How did marketing evolve during the 1950s, 60s, and 70s?
-During this period, marketing evolved due to increased competition and mass production. Companies began using persuasive selling techniques and additional mediums like television, telemarketing, and direct mail to reach consumers.
What shift occurred in marketing during the 1980s and 90s?
-In the 1980s and 90s, marketing became more scientific and rigorous. Instead of simply pushing products out, companies adopted an outward approach, focusing on learning from consumers through research to develop products people actually wanted.
How has mobile technology impacted marketing in the digital age?
-Mobile technology has significantly impacted marketing by shifting consumer behavior. By 2012, 55% of Americans used mobile devices to access the internet, and mobile usage surpassed desktop usage. This change forced marketers to rethink how they engage consumers, as mobile devices became integral to daily life.
What are the four principles the speaker suggests for modern marketing in the digital age?
-The four principles for modern marketing in the digital age are: Always be listening, Always be talking, Always execute purposefully, and Always be agile.
What does the principle 'Always be listening' mean in modern marketing?
-'Always be listening' means continuously gathering feedback from customers, integrating insights from various sources like analytics, call centers, and frontline employees to better understand what customers value and optimize products and services accordingly.
What does the principle 'Always be talking' suggest for businesses?
-'Always be talking' emphasizes the importance of continuous engagement with consumers. Businesses should consistently share information about their products, mission, values, and contributions, while being present at every stage of the consumer's purchasing journey.
How does the principle 'Always execute purposefully' apply to modern marketing strategies?
-'Always execute purposefully' stresses the need to thoughtfully choose where and how to engage consumers. As consumer preferences and digital platforms evolve, businesses should be deliberate in selecting the right channels and strategies for execution.
Why is the principle 'Always be agile' important for large organizations?
-'Always be agile' is crucial because it encourages organizations to be flexible and responsive to change. Large businesses must move away from rigid, yearly planning and adopt a more collaborative approach across departments to quickly adapt to shifting consumer demands.
How does the modern marketing environment differ from the past, according to the speaker?
-The modern marketing environment is vastly different from the past due to the constant connectivity provided by mobile devices. Consumers use these devices for everything from research to entertainment, and marketers need to adapt to this rapid, always-on environment by being more responsive, engaging, and aligned with consumer needs.
Outlines
📜 The Evolution of Marketing: A Historical Perspective
Paragraph 1 delves into the evolution of marketing over the past 150 years, beginning with the First Technical Revolution in the United States. During this period, industries like factories, production lines, and railroads emerged, and marketing efforts focused on communicating the basics of products through traditional mediums such as newspapers, billboards, and radio. As competition increased in the 1950s to 1970s, new persuasive selling strategies and mediums like TV, telemarketing, and direct mail came into play. The 1980s and 1990s marked a significant shift where marketing evolved into a science, emphasizing customer research and product development based on consumer needs. The speaker then transitions to the modern digital era, highlighting the impact of mobile devices and their increasing role in consumer behavior. By 2012, 55% of Americans accessed the internet via mobile, with 31% relying on it as their primary device. The rise of mobile web usage, coupled with rapid advancements in consumer technology, necessitates a new approach to marketing strategies today.
📊 Always Be Listening: The First Principle of Modern Marketing
Paragraph 2 introduces the first principle of modern marketing: 'Always Be Listening.' This concept emphasizes the importance of continuous customer engagement by actively seeking feedback and understanding their perspectives on products and services. Rather than relying on outdated yearly surveys or reactive measures, companies should incorporate real-time analytics, integrate insights from call centers, and gather input from all customer-facing employees. By optimizing the feedback loop and adapting swiftly, businesses can stay ahead in a fast-paced digital landscape.
Mindmap
Keywords
💡First Technical Revolution
💡Second Technical Revolution
💡Persuasive Selling
💡Always Be Listening
💡Always Be Talking
💡Activation
💡Always Executing Purposefully
💡Integrated Marketing Communications
💡Always Be Agile
💡Mobile Web
Highlights
The first technical revolution, starting 150 years ago, led to mass production and marketing through newspapers, billboards, and radio.
In the 1950s-70s, marketing evolved to include more persuasive selling tactics through TV, telemarketing, and direct mail due to increased competition.
The 1980s and 1990s marked a shift toward research-based marketing, focusing on developing products people actually wanted rather than just pushing products.
In 2012, 55% of Americans accessed the internet using mobile devices, with 31% stating it was their primary device.
By 2013, tablets outsold all other forms of devices, making them the fastest-growing consumer technology.
The mobile web surpassed desktop web usage, transforming the way consumers research, shop, and manage their daily lives.
The concept of marketing has evolved from simply pushing products to listening to consumers, emphasizing the need for more frequent surveys and customer feedback.
Marketing is now about always listening to customers through data analytics, customer service, and direct feedback to optimize products and services.
Promotion today should be continuous, not sporadic, and businesses need to engage with consumers by sharing stories beyond product prices, like company missions and values.
Always be talking: Modern marketing requires constant conversation with consumers, adapting to their preferences and being present at the moment they are ready to purchase.
Always executing purposefully: Marketing strategies must be adaptable to the rapid changes in consumer preferences and technology.
Always be agile: Modern organizations must stop yearly planning and instead adopt agile, iterative processes that allow them to respond quickly to consumer needs.
Integrated marketing communications, which aim to unite marketing, PR, and advertising, has not been fully successful, and needs to adapt in the current landscape.
Businesses must collaborate across departments, including customer service and product development, to create agile marketing strategies.
The four core principles of modern marketing are always listening, always talking, always executing purposefully, and always being agile.
Transcripts
to understand Marketing in today's
digital age I'd like to start with a
little history
lesson if we go back about 150 years ago
in US history we entered a period of
time that was known as the first
technical Revolution it was this time we
saw rise of factories and production
lines and railroads and for nearly a
hundred years in America we concentrated
our efforts on talking about the basics
of products and setting up new markets
and
communicating we talked about that in
newspapers and in in uh Billboards and
on radio and for nearly a 100
years we got by with this but then as we
moved into the era of the 50s and 60s
and 70s with increased competition and
mass production we had to become more
competitive and we used persuasive
selling and we had more mediums like TV
and telemarketing and direct
mail but it was in the 80s and the 90s
that marketing really came into the
science and rigor that we have as we
learned that we could take an inward
approach of just pushing out products to
an outward approach where we could learn
from people and we learn to research and
develop products that people actually
wanted now let me move to
today which is really the second
technical
revolution in early
2012 it was reported that 55% of
Americans had used a mobile device to
access the internet now what's more 31%
of those said it was their primary
device and that means that about 177%
access the internet only on mobile
devices and this was back in
2012 now earlier this
year it was determined that 25% of
Americans actually have a laptop a
tablet and a smartphone all three
devices in 2013 tablets are outs selling
all other forms of devices including
laptops and they're the fastest growing
consumer technology ever
now that also means that with the
increased smartphone usage and tablet
usage that we are the mobile web is surp
uh surpassing the desktop web and that's
happening right now
today so
where we're at is this world in which
from the time we wake up till the time
we go to bed we are using these devices
for everything from self-expression from
Discovery and research and planning to
Preparing the parts of our lives and
managing our life our finances our
health we're shopping the complete cycle
of purchase is there and the socializing
and also me time or simply being
entertained so this is the space that we
mark Market in
today and it's incredible
because in the span of 150 years of
everything we've learned we have an
environment where the devices that we
have in our pockets that are always
connected and so integral to everything
we do they did not exist just four to
five years ago that's incredible right
so everything we know about marketing
has to change well
no also
yes so
I've been in this digital marketing
space for nearly 20 years and I've seen
the changes come in marketing and
markets and consumer preferences and
devices and I thought to myself well
really what has been happening that has
changed everything about what we know
and does anything really apply anymore
and I came to realize that if we do take
some of the things that we know and
reimagine if you will and modernize them
that we can get by and we can live in
this new modern age Marketing in the
digital
world I should point out that my
definition of marketing is a little
simpler than most marketing to me is
really just telling people why you have
what they need and listening to what
they care about now of course I guess
I'll add that marketing is everything
that you're doing in life and anytime
you're working to persuade someone else
or or or inform someone else that uh
they're the customer so everything here
applies to whether you're a business or
an organization or any type of uh
situation in
life in marketing we learn one of the
core principles is plan your markets we
segment we target we try to optimize and
learn about the customers but often this
is done with research that's done yearly
or even less frequently it's done by
paying panels of surveys to tell us what
they want and it's more reactive about
what did they think about this thing I
want to sell than it is to say what is
it the people who want to buy things
like I want to sell think about them and
what matters to them and so I want to
change that into the first principle
which is called always be
listening and what this means really is
to ask your customers how they feel it
means to survey more it means to think
about not just your customers but about
your products and services in the mind
of your customers and it means to
combine things like marketing analytics
and the call center if you have one and
your Frontline employees and all the
people who are involved in connecting
with the customer and really constantly
listening because the more you can
optimize and the faster you can optimize
your products and services the better if
you're going to be in this rapid
environment promotion is about the
nature of your
message and the things that you want to
talk about and that's going to be
different whether you're starting a
business or introducing a new product or
having just a quick sale but today as
you've seen the opportunities have been
so changed in what you can do and quite
frequently the promotions that we have
are too infrequent or they are are too
similar and we have this opportunity to
be out there much like we did in the
Hundred Years prior when we talked about
practical advice and tips and
information as we sold those products so
my second principle is always be talking
and if you're listening to your customer
and understand what to say you can do a
lot more with the conversation in a lot
more places and you can be like the news
media or the lifestyle magazine and you
can be more than product and price you
can talk about your great business uh
Mission you can talk about your great
employees you can talk about your
charitable
contributions and what's important here
is that consumers who are always
connected are consuming everything that
they can about the products that they
want to purchase so in fact you need to
be there telling them why they should
buy from you at the time that they're
already getting ready to purchase so
it's important to always be
talking an old Principle of Marketing
that we learn is about activation and
activation is about your marketing mix
and where do I want to engage in
different places and obviously as you've
seen what we had for 15 years has
changed and we have a whole new suite of
places to engage and so we have to think
further and faster about Activation so
my third concept is about always
executing purposefully because if you
have to change the places where you
execute you need at least to understand
why you're doing it and consumer
preferences change and their habits
change and so you need to be aware that
there will always be more
pinterestsubmit shoulder pads it was a
time of Big Ideas it was a time
corporations thought that they needed to
have very large organization structures
and with these large and with these big
structures came inevitably poor siloed
communication between departments so the
concept that was developed was this idea
around integrated marketing
Communications let's get marketing
departments and and PR and our
advertising let's get them to work
together but here's the thing after 30
years of doing this we're no better than
we have been when the ideas first came
out in fact it's even worse with the
pace of business change with the need
for people to you know have more
products in the marketplace and with the
pressures and demands of the business we
have all the more ability to stop
focusing on the customer and focus on
the day to-day we have to change that so
my fourth principle is always be agile
if you are a small business or
organization you're already wearing many
hats and you're in a good place but if
you're a big organization you you have
to think completely differently about
what you're doing you have to stop
spending and planning your budgets
yearly you have to pull your resources
if you fail you have to move on to the
next thing you have to understand how to
work together across not just the
traditional of marketing advertising and
PR but include customer service and
support and product development and
research and everyone needs to
participate in an agile marketing place
that understands and listens to the
customer and creates things they want
and executes
appropriately so these are my four
principles for the modern Marketing in
the digital age and they are broad they
go deep and they work well together and
they will work for you
Voir Plus de Vidéos Connexes
RAÚL VOLKER-EVOLUCIÓN DEL MARKETING. Del Marketing 1.0 al Marketing 5.0
Qualitative Market Research: Qualitative market research method in market research
Goncangan Besar di Bata akan Diikuti Brand-Brand Lama Lainnya | #IntrigueRK
OS SEGREDOS DOS REALITY SHOWS NO YOUTUBE | Análise
Why Kodak Willingly Ignored the Future of Photography - Cheddar Examines
Management 4.0 in a Digital Age | JR Reagan | TEDxWoosongUniversity
5.0 / 5 (0 votes)