The WeAreSocial team in Singapore consistently produce thought provoking research and showcase the powerhouse that is Asia. Their regular reports (available on Slideshare) aggregate data from across the web and make connections between the trends and the reality on the ground. And for those wanting to understand the shifts in marketing in Asia, they provide a great series of primers. (Of course, the best thing to do is to GO.)
The latest presentation by Simon Kemp, shifts this up a level, offering eight provocations on the future of marketing. No matter whether you are client-side or work for an agency, these provocations offer a powerful challenge to the status quo of the way that we carry on the BUSINESS of MARKETING.
- Social equity drives brand value. Think participation rather than broadcast.
- Communities have more value than platforms. Think outside-in rather than inside-out.
- All marketing must add value – Think why rather than how.
- On the go is the way to go – Think mobile only rather than mobile first
- From big idea to leitmotivs – Think traction rather than blast
- From selective hearing to active listening – Think signal rather than noise
- Experiences are the new products – Think benefits rather than features
- CSR evolves into civic engagement – Think doing good as the price of doing well
Now, if these indeed are provocations, they are aimed precisely at the way that we marketers do our work, conceptualise it and execute on it. It becomes personal very quickly. So the question we must ask ourselves is – “which of these most impact me, my work and my customers – and what will I do about it”. I would love to know your thoughts!
