Why Is Marketing Even More Important Now

Why is Marketing
Even More
Important Now?
C.M.G. Shallow MSc (Marketing) BA DipExM DipITB cshallow@gmail.com 1-1

Why is Marketing Even
More Important Now?
 ―THE 1990s was ‗the age of
abundance‘, argued Brink Lindsey in a
book of that title.
 Round the world, incomes were rising;
capital markets were processing endless
flows of money and investment;
technological gains meant that ever more
information was available ever more
cheaply.‖
 The Economist, 30th January, 2010, p67.
Why is Marketing Even More Important Now?
More Important Now?
 ―The 2010s, it is sometimes said, will be an
age of scarcity.
 The warning signs of change are said to be
the food-price spike of 2007-08, the bid by
China and others to grab access to oil, iron
ore and farmland and the global recession.
 The main problems of scarcity are water and
food shortages, demographic change* and
state failure.‖
* ―Demography is destiny‖, Auguste Comte, 19th-century
French sociologist.
More Important Now?
 “As the cost of communicating with the other side of
the globe falls essentially to zero, as India becomes
(by 2010) the country with the most English speakers
in the world, and as developing nations continue to
mint millions of extremely capable knowledge
workers, the professional lives of people in the West
will change dramatically. If number crunching, chart
reading and code writing can be done for a lot less
overseas and delivered to clients instantly via fibre-
optic cable, that‟s where the work will go.”
 A Whole New Mind: Moving from the Information Age
to the Conceptual Age, 2006, Daniel Pink.

More Important Now?
 Daniel Pink brings up three crucial
questions for the success of any
business, any person:
1. Can a computer do it faster?
2. Is what I'm offering in demand in an age
of abundance?
3. Can someone overseas do it cheaper?


More Important Now?
 “Lawyers. Accountants. Computer
programmers. That‟s what our parents
encouraged us to become when we grew up.
But Mom and Dad were wrong. The future
belongs to a very different kind of person
with a very different kind of mind. The era of
„left brain‟ dominance, and the Information
Age that it engendered, are giving way to a
new world in which „right brain‟ qualities –
inventiveness, empathy, meaning –
predominate.”
 A Whole New Mind: Moving from the Information Age to the
Conceptual Age, 2006, Daniel Pink.

More Important Now?
―There is just a job, and in more
cases than ever before it will go
to the best, smartest, most
productive, or cheapest worker –
wherever he or she resides.‖
 Chapter 6 The Untouchables, The World Is Flat, 2007

edition, Thomas L. Friedman.

More Important Now?
 BUT “only certain kinds of white-collar jobs –
those that can be reduced to a set of rules,
routines, and instructions. That‟s why narrow left-
brain work such as basic computer coding, accounting,
legal research, and financial analysis is migrating
across the oceans. But that‟s also why plenty of
opportunities remain for people doing less routine
work – programmers who can design entire systems,
accountants who serve as life planners, and bankers
expert less in the intricacies of Excel than in the art of
the deal.”

More Important Now?
 ―In a world upended by outsourcing, deluged
with data, and choked with choices, the
abilities that matter most are now closer in
spirit to the specialities of the right [brain]
hemisphere – artistry, empathy, seeing the
big picture, and pursuing the transcendent.‖
 A Whole New Mind: Moving from the
Information Age to the Conceptual Age, 2006,
Daniel Pink.
Why is Marketing Even More Important?

More Important Now?
―‘Untouchables‘, in my lexicon,
are people whose jobs cannot be
outsourced, digitalised, or
automated.‖
 Chapter 6 The Untouchables, The World Is Flat, 2007

edition, Thomas L. Friedman.

More Important Now?
 For Pink creativity becomes the
competitive difference that can
differentiate commodities (and YOU
are a commodity, too); that can make
people untouchables.

More Important Now?
 Pink outlines six essential senses [for untouchables]:
1. Design – Moving beyond function to engage the sense.
2. Story – Narrative added to products and services - not
just argument. Best of the six senses.
3. Symphony – Adding invention and big picture thinking
(not just detail focus).
4. Empathy – Going beyond logic and engaging emotion
and intuition.
5. Play – Bringing humor and light-heartedness to
business and products.
6. Meaning – Immaterial feelings and values of products.


More Important Now?
 Untouchables:
 Great Collaborators and Orchestrators
 Great Synthesisers
 Great Explainers
 Great Leveragers
 Great Adapters
 Green People
 Passionate Personalisers
 Math Lovers
 Great Localisers
 Chapter 6 The Untouchables, The World Is Flat, 2007 edition,
Thomas L. Friedman.

More Important Now?
 If you want to be untouchables – people
with jobs that a “computer or robot cannot
do faster or some talented foreigner cannot
do cheaper and just as well”, you need to
focus on constantly developing your right-
brain skills – “such as forging relationships
rather than executing transactions, tackling
novel challenges instead of solving routine
problems, and synthesising the big picture
rather than analysing a single component”.
 A Whole New Mind: Moving from the Information Age to the
Conceptual Age, 2006, Daniel Pink.

More Important Now?
 Marketing is both an art and a science and combines
both narrow left-brain work and ‗high concept‘, ‗high
touch‘ creative right-brain work.
 ‘High concept’: involves the ability to create artistic
and emotional beauty, to detect patterns and
opportunities, to craft a satisfying narrative, and to
come up with inventions the world didn‘t know it was
missing.
 ‘High touch’: involves the capacity to emphasise, to
understand the subtleties of human interaction, to
find joy in one‘s self and to elicit it in others, and to
stretch in pursuit of purpose and meaning.
– DEFINITIONS based on A Whole New Mind: Moving
from the Information Age to the Conceptual Age, 2006,
Daniel Pink.

More Important Now?
 But how exactly do you go about nurturing
your right-brain skills?
 One way to nurture your right-brain is by doing
something you love to do – or at least like to do –
because you will bring something intangible to it,
something out of your right brain, which cannot be
easily repeated, automated, or outsourced.
 As Pink puts it: “The sort of abilities that matter
most now it turns out are also the sorts of things
that people do out of intrinsic motivation.”
 The World Is Flat, 2007 edition, Thomas L. Friedman.

More Important Now?
 We and especially you (because you are likely to live
longer than me) are living in a time of rapidly
increasing competition for resources. (We discuss this
later.)
 For now, consider the following:
 “People in the Third World aspire to First World living
standards”. “If the people of China alone achieved a
First World living standard while everyone else‟s
living standard remained constant, that would double
our human impact on the world (Chapter 12).”
 Collapse: How Societies Choose To Fail Or Succeed, 2005,
Jared Diamond. (p495).

More Important Now?
 “Even if the human populations of the Third
World did not exist, it would be impossible
for the First World alone to maintain its
present course, because it is not in a steady
state but is depleting its own resources as
well as those imported from the Third World.
At present, it is untenable politically for First
World political leaders to propose to their
own citizens that they lower their living
standards . . . ”
 Collapse: How Societies Choose To Fail Or Succeed,
2005, Jared Diamond. (p496).

More Important Now?
 “By 2010 2bn people and close to 80mn co‟s
will be trading on the Internet – all the time,
in real time!”
 ―In India and China, which doubtless will
be the biggest economies by 2030, there
will be over two billion people connected
to the Internet. Today worldwide there are
a little under 400m [1,733m, 2009]. India
and China will have five times the Internet
economic output in their countries that we
have today worldwide from those 400
million.‖
 Thomas Power, Chief Knowledge Officer, The
Why Ecademy.com,
is Marketing Even
www.More Important
Ecademy.com, Now?2000.
August
More Important Now?
 “. . . increasing ease of global market entry
means new suppliers hunting your
customers. And new suppliers are going to
keep coming and coming . . . your customers
are going to be under siege.
 ―In tomorrow‘s world only extreme
performers by today‘s standards will
survive. For these extreme performers
immersing their whole operation in the
brand will be their differentiator.‖
 Will Murray, Brand Storm, A Tale of Passion,
Betrayal, and Revenge, 2000. (px)

More Important Now?
 What industries should you avoid?
 The long-term sick (US airlines, US car
companies)
 Industries immediately affected by credit and
economic crises (home builders, mortgage lenders,
monoline insurers)
 Industries soon affected by credit and economic
crises (retailing, restaurants, manufacturing and
food processing).
 Industries that produce high-priced consumer
durable goods and luxury goods such as cars and
jewellery.

More Important Now?
 A non-definitive list of recession-proof industries:
 Medical Services / Healthcare / Pharmaceuticals
 Necessities: food / grocery stores / cosmetics
 Education
 Entertainment
 Home & vehicle repair & maintenance / improvement
 Debt collection
 Tax preparation / simplification
 Career / Job search / Life coaching
 Energy
 Security / Alarm services companies
 Weapons industry
 Vices

More Important Now?
 Unhealthy Investments Are Best!
 By Andrew M. Gordon
 What trumps a stalled economy? Demographics. And
what are the two biggest demographic trends today?
 Globally, it's the rapid growth of a middle class in countries
like India, China, and Brazil [and Russia; the so-called
BRIC countries, CS]. They want what we already have: a
nice car and house, modern appliances, and good education
and health care for their children.
 Domestically, it's back to the future. Boomers [like me,
CS] still rule. And they're getting old. Hospitals, long-term-
care facilities, vaccines, and medicines of all kinds will see
greater demand.
 What these two trends have in common is health care.
Globally and domestically, it's set to grow – even if the
economy isn't."

More Important Now?
 A few last points: “In a study of single and married
women from countries across the world, females
consistently rated „ambition‟ and „industriousness‟ as
„important‟ or „indispensable‟. This was not true for
men.”
 ―The pattern was clear. Men sought attractiveness and
offered resources. Women sought resources and offered
attractiveness.‖
 “Buss cites several studies that independently demonstrate
that high-earning women in the U.S.A. are even more
demanding in their demand for status in men. Female
millionaires want male billionaires.”

More Important Now?
 So . . . you MUST learn how to market (brand)
yourself and your company much better than the
competition if you are not going to suffer lower living
standards, in the near future.
 Competition is increasing fast, resources are not!
 Former Fed chairman Alan Greenspan predicts that
the Fed will have to raise interest rates to double-
digit levels in coming years to thwart inflation. [Too
much demand vs. too little supply.]
– The flow of people into the workforce in developing
countries such as China, which has seen a movement of
workers from farms into factories, will slow, leading to
stronger wage pressures and prices, he says. The
impact will be global.

More Important Now?
 UPDATE: The next phase of the world‘s
economic downturn is taking shape: a
global jobs crisis.
 . . . the severity, breadth and likely length of the
recession, together with changes in the structure of
labour markets in both rich and emerging
economies, suggest the world is about to undergo
its biggest increase in unemployment for
decades.
 ―The Economist‖, 390, 8622, March 14th, 2009, p64.

More Important Now?
 UPDATE 2: developed world [governments have]
to reduce national deficits without choking off a
fragile recovery; trim the welfare state and raise
taxes while still funding the things that lead to
long-term growth; [and] enact brutally painful
measures.
 Sometime over the next decade or so, the world
will probably suffer from another series of
crushing fiscal crises with significant
economic pain and maximum political
turmoil.
 DAVID BROOKS, ―The New York Times‖, 13th May 2010.
http://www.nytimes.com/2010/05/14/opinion/14brooks.html
More Important Now?
 UPDATE 3:With the exception of wartime, “the
public finances in the majority of advanced
industrial countries are in a worse state today
than at any time since the industrial revolution,”
Willem Buiter, Citigroup‟s top economist, wrote in
a recent report.
 ―Restoring fiscal balance will be a drag on growth

for years to come.‖
 NELSON D. SCHWARTZ and ERIC DASH, ‚Fears Intensify That Euro
Crisis Could Snowball ‗, ―The New York Times‖, 16th May 2010.
http://www.nytimes.com/2010/05/17/business/global/17fear.html

More Important Now?
 Demographic Change
 Populations are declining.
 Czech couples have, on average, 1.33 children,
nowhere near the 2.1 required to naturally sustain
the population.
 e.g., population (000s), Eurostat:
 2008, 2035, 2060
 Czech Republic:
 10,346, 10,288 (-0.6%), 9,514 (-8.0%)
 Slovak Republic:
 5,399, 5,231 (-3.1%), 4,547 (-15.8%)

More Important Now?
 The population will continue to age.
 By 2050, every 3rd Czech will, according to the
Berlin Institute for Population and
Development, be over 65 years of age.
 Ageing populations worry all European
governments concerned about how to pay for
pensions.

More Important Now?
 The old age dependency ratio – the population
65 years and older divided by the working age
population – is projected to be more than 60%
in Bulgaria, the Czech Republic (3x; now
20%), Latvia, Lithuania, Poland, Romania,
Slovenia and Slovakia (also 3x).
 In other words . . . there will be less than 2
persons of working age (i.e. taxpayers) for
every person aged 65 or more in 2060, instead of
5 (CR, SK).

More Important Now?
 Change is coming . . . ―Pressure from
demography, climate change and shifts in
economic power builds up quietly for a
long time—and then triggers abrupt
shifts.‖
Are you ready for these abrupt

shifts?
Are your skills?
Your brand?
More Important Now?
Any Questions,
Please?

More Important Now?
End
C.M.G. Shallow MSc (Marketing) BA DipExM DipITB cshallow@gmail.com

Why is Marketing
Even More
Important Now?

Why Is Marketing Even More Important Now

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Why is Marketing

C.M.G. Shallow MSc (Marketing) BA DipExM DipITB cshallow@gmail.com 1-1

Why is Marketing Even More Important Now?

 A Whole New Mind: Moving from the Information Age

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

 Chapter 6 The Untouchables, The World Is Flat, 2007

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Why is Marketing Even More Important?

 Chapter 6 The Untouchables, The World Is Flat, 2007

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

 A Whole New Mind: Moving from the Information Age

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

 ―The Economist‖, 390, 8622, March 14th, 2009, p64.

Why is Marketing Even More Important Now?

 ―Restoring fiscal balance will be a drag on growth

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Why is Marketing Even More Important Now?

Are you ready for these abrupt

C.M.G. Shallow MSc (Marketing) BA DipExM DipITB cshallow@gmail.com 1-36

C.M.G. Shallow MSc (Marketing) BA DipExM DipITB cshallow@gmail.com

C.M.G. Shallow MSc (Marketing) BA DipExM DipITB cshallow@gmail.com 1-38

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