Marketing in the

Creative
Industry
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 MARKETING IN THE
CREATIVE INDUSTRY

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The Shape of The Future

The Age of
Participation &
Technology Collaborative
Marketing

The Age of
Political Social Globalization
Economy
Legal Culture Paradox & Cultural
Marketing

Market The Age of Creative

Society & Spiritual
Marketing

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The Age of
PARTICIPATION & COLLABORATION

Expressive Collaborative

LOW-COST
INTERNET
COMPUTER

MOBILE PHONE Open source

SOCIAL MEDIA

ALL THESE MADE IT POSSIBLE FOR INDIVIDUALS TO

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 Changes in the Business Landscape:
#1 From Exclusive to Inclusive

Exclusive Inclusive

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The Age of
GLOBALIZATION PARADOX

Information Technology

Transportation Technology

BUT

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 Changes in the Business Landscape:
#2 From Vertical to Horizontal

Vertical Horizontal

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The Age of
CREATIVE SOCIETY and
HUMAN SPIRIT MARKETING

???? Muscle Left Brain Right Brain

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 Changes in the Business Landscape:
#3 From Individual to Social

Individual Social

Consumers are now not only looking for products and services that satisfy their needs
but also searching for experiences and business models that touch their spiritual side.
Supplying meaning is the future value proposition in marketing.

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 MARKETING IN THE
CREATIVE INDUSTRY

Campus Marketeers Club

 Creative Industries

FUNCTIONAL
HERITAGE ARTS MEDIA CREATION

Publishing & Design

Traditional Cultural Visual Art
Printed Interior
expression Painting
Media Graphic
Art Craft Sculpture
Books Fashion
Festival Antique
Newspapers, Press Jewelry
Celebration Photography; etc
& Other Publication Toys

Performing Arts Audio-Visual Creative Services

Cultural Sites Live Music Film Architecture
Historical Theatre Television & Radio Advertising
Monuments Dance Broadcasting Cultural Services
Libraries Opera Digital Service;
Archives Puppetry New Media etc
Circus; etc Digitized Content
Software
Video Games
Animation; etc
Source: www.ugtad.org

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S u ccess & Fa ilu re in The C rea tive In d u str ies

20 % 80 %
Success
Failure

Pareto Law
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THE WORLD IS CHANGE!!!
4C LANDSCAPE 5C GLOBOSPHERE

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 MARKETING IN THE
CREATIVE INDUSTRY

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 A GOOD BUSINESS MODEL

EXAMPLE

Source: Osterwald Generic Business Model

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FUNDAMENTAL OF MARKETING

9 Core Elements of Marketing

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TO A MORE UPDATED MARKETING STRATEGY

THE NEW WAVE MARKETING

LEGACY MARKETING NEW WAVE MARKETING

Segmentation Communitization
Targeting Confirmation
Positioning Clarification
Differentiation Codification
MARKETING MIX NEW-WAVE MARKETING MIX

Product Co-creation
Price Currency
Place Communal Activation

Promotion Conversation
Selling Commercialization
Branding Character
Service Caring
Process Collaboration

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WITH THE NEW WAVE FUTURE MARKET

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Thank You

Campus Marketeers Club