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From Military to Marriage: Principles of 21st Century Marketing
Simon Young
Co-author, Social Media MBA
Principal syENGAGE
Social Media Consultant
Over 4100 followers on Sina Weibo -
without living in China
From Military to Marriage -
Key principles of 21st century marketing
Marketing is undergoing a profound
change.
FROM TO
Campaign Commitment
"marketing to" "marketing with"
Military language Shared values
1. FROM CAMPAIGNS TO COMMITMENT
* Online media is 24/7
* Brands are in the entertainment business
* Marketers are pushed to do more with less
How can marketers be both
EFFICIENT
and
EFFECTIVE?
The answer:
2. Marketing "With" your Customers
(Turning students into marketers)
HOW?
* Make it easy to recommend your institution
on social networks?
* Recruiting students as spokespeople
* Hosting student blogs
Challenges to expect:
Culture shock!
Losing control over the message
Exposing organisational dysfunction
The Paradox:
The less control you have over your
message, the more believable it is!
3. From Military Language, to Shared
Values
Target, Campaign, Launch
Control, coercion
3. What's the new language of
marketing?
Social objects
Social Capital
The customer at the centre of the universe
We are extras in their drama
Summary: Three steps to court your
digital consumer
1. Design their journey
2. Listen intently
3. Network internally
None of this is easy.
But it's the new normal in marketing.
Simon Young
www.syengage.com/simon

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