This document discusses how technology companies will come to dominate the marketing world. It argues that (1) marketing needs technology to target audiences across many channels and measure effectiveness, (2) brand experiences will be technology-based like mobile apps, and (3) products and services will increasingly rely on digital channels. Technology companies are best positioned to access the $4 trillion marketing industry because they can use data, understand brands, create new technology continuously, and focus on high-quality projects. The author believes technology will drive major changes in how marketing is done.

1. The geek shall inherit the earth.

2. The geek shall inherit the earth.
aka Why I think technology companies will dominate the marketing world.
by Mark Hines
March 4, 2011

3. 260 Employees
July, 10 1994 March, 8 1999
Not to scale.

4. 650 employees
260 Employees
14 employees
July, 10 1994 March, 8 1999 March 4, 2011
Not to scale.

5. ths
8/17 geek.

6. 9/17 ad geek.
ths

7. Why I think tech companies will rule the marketing world.

8. Marketing’s job is to give you the products that you want.

9. Marketing’s job is to give you the products that you want.
At the price you’ll pay.

10. Marketing’s job is to give you the products that you want.
At the price you’ll pay.
In the stores you’ll shop.

11. Advertising’s job is to let you know about those products.

12. And to get you to prefer one brand’s products over another’s.

13. For no logical reason whatsoever.

14. They call building preference “branding.”

15. And it works like magic.

16. And it works like magic. Don’t believe me?

17. This point was lifted from a presentation given by @faris.

18. 100 count
500 mg
Gel coated pills
Acetaminophen
This point was lifted from a presentation given by @faris.

19. 100 count 100 count
500 mg 500 mg
Gel coated pills Gel coated pills
Acetaminophen Acetaminophen
This point was lifted from a presentation given by @faris.

20. 100 count 100 count
500 mg 500 mg
Gel coated pills Gel coated pills
Acetaminophen Acetaminophen
$6.99
This point was lifted from a presentation given by @faris.

21. 100 count 100 count
500 mg 500 mg
Gel coated pills Gel coated pills
Acetaminophen Acetaminophen
$13.99 $6.99
This point was lifted from a presentation given by @faris.

22. Marketing /
Advertising spend
% of net sales revenue, source: Go to marketing Strategies, Dec 2007 $ spent on marketing and advetrising, source: MarketingCharts.com 2007

23. $412 billion
Marketing /
Advertising spend
% of net sales revenue, source: Go to marketing Strategies, Dec 2007 $ spent on marketing and advetrising, source: MarketingCharts.com 2007

24. popular culture
+
psychological trickery

25. popular culture
+ = ads
psychological trickery

26. popular culture
+ = ads x ubiquitous media =
psychological trickery

27. popular culture
+ = creative object x ubiquitous media =
psychological trickery x 15% = $$$$$$$

28. popular culture
+ = ads x ubiquitous media =
psychological trickery x 15% = $$$$$$$
an implanted preferential thought about a brand in your brain

29. It worked so well it could convince you to buy a product
you never really even wanted. And would never use.

31. And often, the way you were treated by the company after you
bought was nearly criminal.

33. Then, the formula stopped working.

34. popular culture
+ = ads x ubiquitous media =
psychological trickery x 15% = $$$$$$$
an implanted preferential thought about a brand in your brain

35. Advertising can’t implant preferential thoughts like it used to.

36. And, it can’t overcome bad products or bad experiences.

38. So when everything they have always done doesn’t work, how
will marketers get you to prefer their brands?

40. 1. They can pay for audiences across an infinite number of
media channels

41. 1. They can pay for audiences across an infinite number of
media channels
2. They can create “brand experiences” that will create
preference

42. 1. They can pay for audiences across an infinite number of
media channels
2. They can create “brand experiences” that will create
preference
3. They can produce better products and improve the product
buying and owning experiences

43. And, they need tech to do all of it.

44. 1. They can pay for audiences across an infinite number of
media channels
They’ll need to tie all of these channels together to measure
which one is working and then create dashboards to make
decisions about investments.

45. 2. They can create “brand experiences” that will create
preference
These “brand experiences” will be mobile apps, sites and
other digital things.

46. 3. They can produce better products and improve the product
buying and owning experiences
Every companies products and services are going to migrate
to digital channels.

47. Now shit gets interesting.

48. 82%
$412 billion
8%
Marketing /
R&D Operations
Advertising
% of net sales revenue, source: Go to marketing Strategies, Dec 2007 $ spent on marketing and advetrising, source: MarketingCharts.com 2007

49. $400 billion isn’t cool.

50. $400 billion isn’t cool. You know what’s cool?

51. $400 billion isn’t cool. You know what’s cool? $4 trillion.

52. 82%
$3.5 trillion.
$350 billion.
8%
Marketing /
R&D Operations
Advertising
% of net sales revenue, source: Go to marketing Strategies, Dec 2007 $ spent on marketing and advetrising, source: MarketingCharts.com 2007

53. Every day over 30,000 ad agencies try to get at this money.

54. They tell their clients they can innovate their business models.

55. They beg to be involved in product development.

56. They tell them they can help create better shopping experiences.

57. But, they can’t.

58. Because ad agencies don’t know anything.

59. Because ad agencies don’t actually do anything.

60. But, technology companies do.

61. “The value of an idea lies in the using of it.”
- Thomas Edison

62. “An idea that is developed and put into action is more
important than an idea that exists only as an idea.”
- Buddha

63. “Nothing in the world can take the place of persistence. Talent
will not. Nothing is more common than unsuccessful men with
talent.”
- Calvin Coolidge

64. Every idea in modern marketing requires technology to make it
a reality.

65. So, technology companies are in the best position to grab
more of the $4 trillion. How should they do it?

66. Own the data.

67. Understand brands.

68. Aim high and be picky.

69. Never stop making things.

70. Thanks for listening.
@markphines
mphines@gmail.com