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experiencesThe 7th Era of Marketing
@Robert_Rose
Chief Strategy Officer,
Content Marketing Institute
www.7thEraOfMarketing.com
What do you really do?
First, let’s see how we got here.
20 years ago - this was the internet
One upon a time, 20 years ago…
This was the internet. And we danced to this.
In other words, we are now to 1995, what 1995 was to…
Experiences: The Seventh Era Of Marketing
Is “delight” really out of reach?
Because if you

thought the

last 5 years were

interesting…
What’s your 2020
Marketing Plan?
You’re closer
to 2020 than…
You’re closer
to 2020 than…
You’re MUCH

closer to

2020 than…
You’re closer to 2020 than…
You’re closer to 2020 than…
You’re closer to
2020 than…
Almost
>
But things
change quickly
Maybe….
Internet Population
2010 - 1.2 Billion
2020 - 5 Billion
Where does that leave our question?
What do you really do?
Washington Market, New York, 1865
Experiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of Marketing
Where is Content Marketing?
Where is Content Marketing?
Where is Content Marketing?
Where is Content Marketing?
Where is Content Marketing?
It’s been infused throughout.
Experiences: The Seventh Era Of Marketing
What Do You Really Do?
Consumers
Have Adapted.
We haven’t.
Let’s Not Wait For The Trainwreck
Let’s Evolve.
“In the coming decade, marketing will
be re-engineered from A to Z.
Marketers will need to rethink,

fundamentally, the processes by which
they identify, communicate and deliver

customer value.”
Philip Kotler, 1999
Kotler on Marketing
What has changed for marketing?
1.
Evolution of
customer
relationship
2.
Democratization
of content &
experiences
3.
Marketing’s
evolution in the
business
The disruption of digital…

“Relationship” expectations

have changed

Loyalty is to the approach -
not the product
1. The relationship has evolved…
The slow death of “reach
and frequency”

The ease of publishing
fosters “small marketing”

It’s the power AND the risk
of maintaining a brand
audience
2. Democratization of content experiences
Evolve beyond organizing
by technology & channels

Marketing must be the
strategic differentiator

We must adapt to create
value, not just describe it
3. Marketing’s evolution in the business
“The purpose of business is

to create a customer. The

business enterprise has 

two - and only two - basic

functions: marketing and

innovation.
Marketing and innovation

produce results; all the rest

are costs. Marketing is the

distinguishing, unique

function of the business.”
Peter Drucker, 1954
Nothing & Everything Has Changed
Marketing doesn’t change content’s purpose.
Content changes marketing’s purpose. 

We delight and build audiences as a means
to evolve customers.
We not only describe value, we create it.
What Have We Learned?
Culture is still having breakfast.
But lunch may be coming. 

Silos suck. But content-as-a-
function can unify

9 out of 10 “do content” but 3 out
of 10 feel good about it

Lack of strategy and a process is
single biggest gap 60% vs. 7%
“If you can’t describe what your

doing as a process, you don’t 

know what you are doing.”
- W. Edward Deming
What Do You Really Do?
Content
Creation
Management
Create
Don’t Plan A Campaign - Create A Movement
INSPIRE: because facts don’t
change beliefs
RECRUIT: one house, one street,
one neighborhood, one city…

PLAN: you’re building a product,
not a project
Organize
Organize: Time To Focus The Effort
DEFINE: if it’s not real, it can’t be
managed
WRITE: Document it. Refer to it
frequently

CREATE: the process for content-
driven experiences
Organize: Time To Focus The Effort
One leader
Central, dedicated team
Aligned to demand-gen
Media lab team
Creates content
Innovation focused
Small team
Runs single content initiative
Focused on data and insight
Manage
Manage: The Product of Content
If you start here, you’ll already be behind.
MAP: stories and experiences. Simplify.
Reduce content. (yes really)
BUILD: content products, not campaigns
OPERATE: like a media company, not like an
internal agency
MEASURE
Measure: Content, Not The Teams
ASSESS: experiences. Don’t mistake the
progress toward a goal, for success of the
platform
EVALUATE: experiences in context, not
separately.
BALANCE: your portfolio as you would
any investment
How Many Steps In Your Buyer’s Journey?
X100
2,800 km
X50
3,400 km
It is infinite.

Stop mapping every step to
content. You won’t. And can’t.
Instead, be remarkable at a

few strategic touch points.

Simplify.
The Buyer’s Journey Is Not A Guided Tour
Awareness Experiences

(Feed interests and passions)

Nurturing Experiences

(Build trust and change beliefs)
Loyalty Experiences

(Illuminate shared values)
What Do You Really Do?
I Create Remarkable Experiences
THANK YOU

www.7thEraOfMarketing.com
@Robert_Rose
www.RobertRose.Net

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