Making sense of marketing in the digital age: Mike Osswald at TEDxToledo

Summary

The 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

00:00

📜 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.

05:01

📊 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.

Keywords

💡First Technical Revolution

This refers to the period in US history, approximately 150 years ago, marked by the rise of factories, production lines, and railroads. The focus was on producing goods and establishing new markets, and marketing was done through basic channels like newspapers, billboards, and radio. It set the stage for future developments in marketing by emphasizing mass communication and product-focused promotion.

💡Second Technical Revolution

This term describes the present era where mobile devices like smartphones and tablets have become integral to daily life. Marketing must adapt to this shift, as more people use mobile devices to access the internet and engage with products. The script highlights how this revolution requires marketers to rethink traditional strategies due to the pervasive nature of connected devices.

💡Persuasive Selling

This concept emerged in the 1950s through the 1970s, as competition and mass production increased. Persuasive selling involves marketing that is more about convincing consumers through mediums like TV, telemarketing, and direct mail. It marked a shift from simply presenting products to actively persuading customers to choose a specific brand or product.

💡Always Be Listening

This is the first modern marketing principle introduced in the script. It emphasizes the need for marketers to continuously gather feedback from customers, not just through periodic research but by combining data from various touchpoints like analytics and customer service. The goal is to be more agile and responsive to customer preferences in real-time.

💡Always Be Talking

This principle suggests that businesses should maintain continuous communication with their audience. Rather than waiting for specific promotional events, marketers should constantly share information about their products, mission, and values. It echoes earlier marketing strategies of offering practical advice and tips but adapted to today's digital platforms where consumers expect a constant flow of information.

💡Activation

In marketing, activation refers to the strategic decisions about where and how to engage with customers. The script highlights how modern marketing requires frequent and purposeful activation across multiple platforms due to changing consumer habits and technological advances, ensuring that businesses are present in the right places at the right time.

💡Always Executing Purposefully

This principle stresses the importance of strategic and intentional marketing execution. As the number of platforms and consumer touchpoints grows, marketers must not only adapt to these changes but also understand why they are executing a particular strategy in a particular place. This ensures that marketing efforts remain aligned with consumer preferences and business goals.

💡Integrated Marketing Communications

Developed as a response to siloed communication in large corporations, this concept encourages collaboration across departments like marketing, PR, and advertising. Despite 30 years of effort, the script argues that many organizations still struggle to implement integrated communications effectively, which is essential in today’s fast-paced digital environment.

💡Always Be Agile

This principle addresses the need for flexibility and speed in modern marketing. As consumer preferences and technologies evolve rapidly, businesses must be able to quickly adapt their strategies. This involves breaking down silos between departments and embracing a culture of agility, particularly for larger organizations that traditionally rely on long-term planning.

💡Mobile Web

The mobile web refers to internet access via smartphones and tablets, which the script identifies as surpassing desktop web usage in modern times. This shift represents a major change in consumer behavior, where businesses must now focus on optimizing their marketing for mobile platforms to remain competitive and accessible.

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