INTRO:MARKETING IN THE DIGITAL AGE
MIKE OSSWALD VP, EXPERIENCE INNOVATION
a shorthistory lesson
1900
HISTORY OF MARKETING
DISTRIBUTION & COMMUNICATION
1865MAKE IT!
1900
HISTORY OF MARKETING
DISTRIBUTION & COMMUNICATION
1900
HISTORY OF MARKETING
DISTRIBUTION & COMMUNICATION
’60sSALES
1900 ’60s ’80sSALES MARKETING / R&D
HISTORY OF MARKETING
DISTRIBUTION & COMMUNICATION
digital age
17% access Internet only with mobile devices
As of 201255% of Americans had used a
mobile device for Internet access
In 201326% of Americans own all three
smartphones are outselling feature phones
Tablets are the fastest-growing consumer electronics technology, ever
tablets are outselling laptops
In 2013
Mobile web use is surpassing desktop use
2007 2009 2011 2013 2015
In 2013
Self-Expression1%
Discovery4%
Preparation7%
Managing Life11%
Shopping12%
Socializing19%
“Me time”46%
We markethere!
So everything we know has to change, right?
No.
Also, yes.
4 Modern Principles for Marketing
So what is Marketing?
Marketing is telling people why
you have what they need, and listening to what
they care about.
Old Principle 1Plan Your Markets
1Always beListening
Old Principle 2Promotion
Old Principle 3Activation
3Always Execute
Purposefully
Old Principle 4Integrated Marketing
Communications
4Always be
Agile
Listen Continuously
Have Conversations
Execute with Purpose
Be Agile
See more at
HANSONINC.COM/SUMMIT
