What's next in advertising - moving from advertising to marketing

Apologies for not writing for a while. I've been working on a build of Paul Isakson's original presentation "What's next in marketing and advertising". It was a presentation that I thought provoked some interesting questions. We've expanded on it to include ways of how we can achieve moving from advertising to marketing.

So Don Longfellow and I started working on a presentation that we could internalize here in LA. It's been very well received. 

Have a look and let me know what you think.

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Comments

[paul]

Excellent work, Uwe. Thank you for sharing this with the rest of us.

[neilperkin]

Good stuff, Uwe. Think you've added well to it.

[Simon]

Bravo

I'm looking forward to the day when, instead of misleading advertising, sub-standard brands spend their budget on actually improving their product and their offering. A utopian ideal perhaps. But as you point out, there are many great examples of brands creating value and utility for consumers.

And that warm fuzziness of positive brand perception is far more powerful than the occasional one-off incremental sale

Thanks for sharing
Simon

[Regina]

Very glad to see the importance placed on people with content! Bravo!
With the Idea Roadmap Inventory “Working in All Contexts”, a nice addition is Radio.

The Goal of “one idea working in all contexts taking advantage of the strengths of each” will be a strategic survival tactic for the future.

Thank you for your Brilliant work!

[xgeronimo]

This is an excellent slideshow! Your main point is that marketing (new content) will replace classic advertising. But I believe that this new content has to be created in the first place (and to be creative enough to catch the attention of consumers). To me the word "marketing" equals "technology" and marketing by itself doesn't create the content (at it's best it can creatively use new forms of distribution channels). So, I don't think that marketing will replace advertising (as a prime content creator), but maybe the word "advertising" will be replaced by "lovertising" (ideas that spread love)? :)

[Daan Jansonius]

Excellent presentation Uwe!

I viewed Paul's presentation a while ago and found myself ageeing with pretty much all of it. You've added very well to it!

I've just put it up on my blog, too!

[marie]

hi there! excelent work! i´ve already become a fan of paul´s what´s next presentation (actually, i shared it with my students at the university).
i am a strategic planner professional from argentina, and i´ve been thinking about the need of a different perspective in the way we assume advertising and marketing for a while... i totally agree with your point of view! i´ll put it on my blog too! : )

[Uwe Gutschow]

Thanks for all the great comments. I'm glad that you are finding this useful.

[herbert law]

that's really cool!
the 'what's next' series is really inspiring!
thanks!