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What’s next in marketing and advertising

1st August 2009, 10:53 pm  by Matt Rhodes
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Last year we highlighted a great presentation from Paul Isakson on the future of marketing and advertising, where his argument was that advertising was dead and the future was marketing. This week, Isakson updated this presentation and theory for 2009, with an equally good presentation on what’s next in marketing and advertising.

In this he looks at the constantly evolving marketing world and the way that marketing and advertising is reacting to and evolving with this. His basic thesis is that things no longer work like they used to and that marketing and advertising still needs to change to deal with this. For him:

The future of marketing is not about doing and saying things to people. The future of marketing is about doing and saying things with people.

For Isakson, there are a number of ways in which this manifests itself. His presentation is Required Reading at FreshNetworks this week and below, but in summary his thoughts on marketing can be summarised into eight points:

  1. The future of marketing is collaborative
  2. The future of marketing is generous
  3. The future of marketing is experimental
  4. The future of marketing is helpful
  5. The future of marketing is playful
  6. The future of marketing is personal
  7. The future of marketing is honest
  8. The future of marketing is participatory

I wonder how much marketing is all of these things?

What’s Next In Marketing And Advertising (2009)

View more documents from Paul Isakson.

Category: Marketing 2.0, Matt Rhodes, Required reading, Social Media  |  Comment (RSS)  |  Trackback

10 Comments

  1. Twitted by BerniePiekarski:

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    1 August 2009, 11:07 pm

  2. paul:

    Thanks for sharing this here. I really appreciate it. You pose an interesting question – how much marketing is all of those things. One I think worth trying to create marketing that does.

    Along those lines, there were more things I could have put into what the future is/holds, but I only had 10 minutes to talk through this, so I had to cut it off at eight. :)

    Thanks again for sharing the deck.

    Paul

    Oh, one correction though…

    The future of marketing is not about doing and saying things to people. The future of marketing is about doing things with and for people.

    2 August 2009, 4:27 pm

  3. What’s Next in Marketing & Advertising 2009 | Daniel Secareanu:

    [...] What’s Next in Marketing & Advertising 2009, in Paul Isakson’s vision: [...]

    4 August 2009, 1:58 pm

  4. Conversations with Dina » links for 2009-08-04:

    [...] What’s next in marketing and advertising | FreshNetworks Blog For Isakson, there are a number of ways in which this manifests itself. His presentation is Required Reading at FreshNetworks this week and below, but in summary his thoughts on marketing can be summarised into eight points: [...]

    4 August 2009, 8:02 pm

  5. Le futur du marketing et de la pub • Michelle Blanc, M.Sc. commerce électronique. Marketing Internet, consultante, conférencière et auteure:

    [...] via un Twitt de Christian Joyal que j’ai pris connaissance du billet What’s next in marketing and advertising de FreshNetworks. Tout comme pour mon dernier billet de Jakob Nielsen, rien de nouveau sous mon soleil, mais c’est [...]

    4 August 2009, 8:44 pm

  6. Paulo Almeida:

    Jean Luc, i thinking is very interesting thesis because the integration between partners is happening around the world and make the products and services much better. Paulo Almeida

    4 August 2009, 10:50 pm

  7. Twitted by adriemilia:

    [...] This post was Twitted by adriemilia [...]

    4 August 2009, 11:46 pm

  8. How Can I Generate Cash Running Mlm:

    [...] What’s next in marketing and advertising Last year we highlighted a great presentation from Paul Isakson on the future of marketing and advertising, where his argument was that advertising was dead and the future was marketing. This week, Isakson updated this presentation. [...]

    10 August 2009, 12:33 am

  9. Bookmarks week 32 en 33 | Bijgespijkerd:

    [...] What’s next in marketing and advertising [...]

    14 August 2009, 9:30 am

  10. http://www.social-bookmark.me:

    What’s next in marketing and advertising | FreshNetworks Blog…

    Last year we highlighted a great presentation from Paul Isakson on the future of marketing and advertising, where his argument was that advertising was dead and the future was marketing. This week, Isakson updated this presentation and theory for 2009,…

    14 August 2009, 2:17 pm

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