Presentation made for Yoobee School of Design Marketing students in August 2021. My mission was to encourage them in learning new marketing trends and strategies, as well as inspiring them to think out of the box when starting their career path. I hope some find it to be helpful!

1. Marketing of
Tomorrow
August 2021
Yoobee School of Design's Masterclass

2. Debora
Cardoso
MKT
WHO?
Introduction
'One-man band'
Not experienced enough to stop learning
Generalist with clear & defined values

3. MKT
WHY?
“The purpose of a business is to create and
keep a customer” (Peter F. Druker)
Why does Marketing exist?
A marketer is more of a surfer, rather
than a 'wave'
A dream

4. Inbound concept
Customers
Employees
Suppliers
Data is your super power
MKT
HOW?

5. “Inbound marketing is an approach
focused on attracting customers through
content and interactions that are
relevant and helpful — not interruptive.
With inbound marketing, potential
customers find you through channels like
blogs, search engines, and social media.”
(Hubspot, 2017)

6. THE GREAT
CONTENT
Blog texts;
Videos;
Infographics;
Social Networks;
Photos;
Ebooks;
Fact sheets;
Webinars;
Events;
News/PR;
etc
...just not greater
than your sales
proposition.

7. FIRST THINGS
FIRST
Understand brand promise and competitors;
Define positioning and core capabilities;
Establish tactics and platforms;
Plan different content for each audience;
Act and test;
Monitor and adapt
Eat breakfast
Wake up
Ride the bus
Grab a coffee
Begin work
9:00
9:10
8:15
7:40
7:30

8. RECYCLING
THE OLD SCHOOL
MARKETING
More competitors;
Easier logistics and new distribution channels;
More rules and regulations;
Increased number of decision-makers;
Overflow of communication channels;
Customers well informed and critical.

9. MARKETING'S
EVOLVED
Objective
Enabling
Forces
View of
the market
Key
Concept
Interaction

10. #
N
O
F
I
L
T
E
R
Traditional Marketing is Broken
New Buzzword: Empathy
Raw Life Streaming
Speaking Emoji
Pop Culture
Category Collision
Content is King
Everyone is an Influencer
Gamification

11. #
E
M
P
A
T
H
Y
Content marketing generates 3x as many
leads as traditional marketing but costs
62% less
Given that content is a key ingredient of
inbound marketing, this may require a
continuous-time investment to produce
messages that earn trust. Implementing a
content marketing strategy will require
significant ongoing cultural commitment.
(Holliman & Rowley, 2014)

12. THE MODERN
MARKETER
STARTER KIT

13. BE A COOL
HUNTER
Train your eyes to spot trends;
Be a curator;
Watch cartoons and things out of trend;
Listen to people and take time to 'clear
your mind';
Observe, read, ask questions, be curious.

14. A glue professional do whatever it takes
for their organisation to succeed;
Participate in a lot of meetings (actually
being present);
Understand the big picture;
Connect people and processes.
BE A
GLUE

15. DO
THERAPY
Know and accept your flaws;
Sell yourself: know your strengths, believe
in them;
Control your narrative;
Celebrate milestones;
Find a mentor;
Share accomplishments with your team.

16. HAVE
COFFEES
Do not say 'no' to a project you believe
you can contribute;
Volunteer, be bold;
Do not isolate;
Stay awake;
Meet people and build your network;
Be always online (connected)!

17. @scardebora
THANK
YOU
Links:
coolhunting.com
slideshare.net/TanyaReilly/being-glue
e-estonia.com
@max_the_spitz
thinkwithgoogle.com