The

Evolution of Marketing

Christopher Graves President & CEO Asia Pacific, Ogilvy Public Relations

The New Marketing Ecosystem

Marketing

From the 4Ps to the 4Es

From

To

Product Place Price Promotion

Experience Everyplace Exchange Evangelism

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From PRODUCT to EXPERIENCE

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Beauty Shopping Journey

Beauty Issue

Experts Peers Specialists

Research

Explore/Share

Shopping

Results

Purchase

Browsing 12

From PRODUCT to EXPERIENCE

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From PRODUCT to EXPERIENCE

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Movie: Great_Adv_Website_REV.mpg

From PLACE to EVERYPLACE

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banners, portals, pop-ups, pop-unders, e-mail messages, interstitials, display ads, streaming media, rich media, flash, animation, branded content, product placement, search engine marketing, blogs, vlogs, podcasts, vodcasts, IM, SMS, RSS, wikis, retail kiosks, microsites, advergaming, gamevertising, alternative reality gaming, social networks, wireless, mobile, content sponsorships, events, buzz, guerilla, and viral marketing, iTV, IPTV, and more.
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From PRODUCT to EXPERIENCE

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From PRICE to EXCHANGE

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A cynic knows the price of everything, but the value of nothing

Oscar Wilde

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From PRICE to EXCHANGE

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Before

After

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What do we want from consumers?

Attention span? Engagement? Permission?

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LEGO: Customers Help Create Products

+200% better sales

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From PROMOTION to ENGAGEMENT

& EVANGELISM

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A Brands Best Self

Big Ideal

A Cultural Trend/Truth

How Do You Find a Brands Big Ideal?

[Insert brand here] believes the world would be a better place if

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Coke believes the world would be a better place if we saw the glass as half full not half empty.

Dove believes the world would be a better place if women were allowed to feel good about themselves.

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Give people an idea so interesting that the audience wants to share it

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Dove: Evolution

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Evolution Remix

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Onslaught

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Onslaught Remix

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The results
The first double Grand Prix at Cannes
TV commercial Viral film

Sales up $500 million since beginning of campaign Ranked 3rd for most transformed brand
Behind YouTube and Google

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Dell Idea Storm

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Marketer of the Future

1. Experience do your Customer Journey 2. Everywhere create an idea with no TV
or print

3. Exchange calculate the value of your

Customer

4. Evangelism bring passion to your brand

through engagement
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