The Evolution of Marketing

Christopher Graves

President & CEO Asia Pacific, Ogilvy Public Relations

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The New Marketing Ecosystem

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Marketing
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From the 4P’s
to the 4E’s
From … To …

Product Experience

Place Everyplace

Price Exchange

Promotion Evangelism
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From PRODUCT
to EXPERIENCE

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Beauty Shopping Journey

Beauty Issue
Experts
Peers Specialists
Research

Explore/Share

Shopping

Results

Browsing
Purchase
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From PRODUCT to EXPERIENCE

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From PRODUCT to EXPERIENCE

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Movie: Great_Adv_Website_REV.mpg
From PLACE
to EVERYPLACE

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 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

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From PRICE
to EXCHANGE

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“A cynic knows
the price of
everything, but
the value of
nothing” Oscar Wilde
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From PRICE to EXCHANGE

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Before After

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What do we want from consumers?

• Attention span?

• Engagement?

• Permission?

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LEGO: Customers Help
Create Products

+200% better
sales

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From PROMOTION
to ENGAGEMENT
& EVANGELISM

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A Brand’s A Cultural
Big Ideal
Best Self Trend/Truth
How Do You Find a Brand’s
Big Ideal?

“[Insert brand here]

believes the world would
be a better place if …”

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“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.”

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

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Evolution Remix

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Onslaught

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Onslaught Remix

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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

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Dell Idea Storm

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 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
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