I couldn't agree with you more Mark. The interesting thing is perception of digital marketing being Marketing is almost becoming a reality. On my side of the globe, a good chunk of the marketing budget is allocated to digital. Tactics is replaced with strategy. I also believe the media has not helped matters because they have so amplified 'digital marketing' it looks like the real deal. Brilliant and valid points -sans the language.
Hi, some general questions if you people don’t mind. It is said that penetration is the main factor of growth. My question is: what is the difference between penetration and physical availability? Are they the same thing? And when launching a new product, should the company be more focus on creating wide physical availability or creating wide mental availability? Thank you for your time.
Penetration is how many customers (percentage of all customers within the category) have bought from you within a set period of time. Physical availability is how easily your product can be bought. When starting a new brand, both mental availability and physical availability are equally important. One cannot work without the other.
Great talk. One point though about technology - I think Mark's response needed a bit of nuance there - he should make a distinction between business strategy and marketing strategy. The tech understanding is critical for business heads to review their business models, but not necessarily marketing plans. Technologies can inform business strategies... the way to look at digital, block chain and 3d printing is - how does this help my business? can it help me reach more consumers? can it help me manufacture my goods quicker? can the customer experience be improved? For that conversation, we need CEOs in the room, not CMOs or marketing managers. I agree, there is no point in wasting time on trying to find a place for AR, VR in our marketing plans, just to put it on marketing managers CV. But the CEO needs to understand Blockchain, because an upstart who understands the power of blockchain can 'disrupt' your business if you are not aware of new tech opportunities. Here's a bit i wrote on the two trends that brands need to look out for - truthaboutbranding.com/2017/12/17/brands-in-the-age-of-walls-and-platforms/ And how agencies need to pivot to thrive - truthaboutbranding.com/2017/11/30/advertising-industrys-new-pivot/ Hope this helps in getting clarity for those who are interested.
Ritson is very good and calls it as he sees it.........marketing surely needs more such voices or we will be overrun by uneducated idiots spewing self serving garbage with a social media loudspeaker. Don't be fooled by his self admittance on having never been in a marketing role responsible for delivering market share and profit, he is definitely engaged with the industry.
I'm curious about the strategies for businesses with a smaller available budget for advertising. Tv isn't an avenue for everyone, especially if you're a startup and only just getting off the ground. In terms of a marketing mix it would seem that the pool is smaller. Would it be accurate to say that for the first few years of going long-term that niche radio stations and podcasts might help in getting things off the ground initially?
Hugely impressive, Mark. Frankly, I've yet to hear someone with more marketing common sense than you have. Why the jaw-dropping paucity of Mkg. common sense around the world? Well, wouldn't that be an enticing research project. I think business, in general, needs to answer to this distaster... Shameful. Mark, the world desperately needs to hear the wisdom you espouse in this classic video. Moreso, it needs to learn how not to -- ever again -- lose the fundamentals of classical marketing 101. A clear disaster for the world, I feel. Nice to know, however, that folk like you not only understand this malady, but, are unashamedly doing something to put it right. Kudos to you -- not an easy task. Really impressed, my friend...
I blame Simon Sinek and his start with Why talk for the need for every brand and person to believe that they must have a defined purpose or mission. If you want to make money say you want to make money.
Great keynote however I feel like Mark has oversimplified Simon Sinek approach. Brand purposes mentioned in the presentation are definietely not what Simonek Sinek would define as "Why".
I think Simon Sinek talks about purpose from the perspective of leadership. Once the companies are clear on why they actually exist, they can focus on creating and marketing their products.
I can see from the presentation that Mark Ritson is essentially an intelligent man. He talks sense and dresses elegantly. So why the need for 'f' words injected into virtually every sentence. Does it make him look more 'cool' or more 'peasant'? You can have the same effect without having to resort to this. Smart and aware people don't need to 'dirty' their presentation with this. It's totally unnecessary!. Having said that, his ideas were valid and relevant. No, swearing is not 'de rigeur' in Marketing.
The word is ‘fuck’, if you’re going to criticize it, at least cite the actual word please. Fuck. There. Simple. And doesn’t diminish any of the rest of what he’s saying in the actual world.
If you work in Marketing, you need to watch this. If the swearing offends you, you need to stop working in Marketing.
well said!
Gotta love Ritson. I'm going to steal his Elvis impersonator thing. Brilliant.
Damn..I'm sold. He's right, i miss integrated marketing terms thing. Diagnosis - >Strategy - >Tactics. everything is depends.. so great.
This is a god-send content for Marketing professionals.
I couldn't agree with you more Mark. The interesting thing is perception of digital marketing being Marketing is almost becoming a reality. On my side of the globe, a good chunk of the marketing budget is allocated to digital. Tactics is replaced with strategy. I also believe the media has not helped matters because they have so amplified 'digital marketing' it looks like the real deal. Brilliant and valid points -sans the language.
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Mark Ritson is the best marketer alive.
Hi, some general questions if you people don’t mind. It is said that penetration is the main factor of growth. My question is: what is the difference between penetration and physical availability? Are they the same thing? And when launching a new product, should the company be more focus on creating wide physical availability or creating wide mental availability? Thank you for your time.
Penetration is how many customers (percentage of all customers within the category) have bought from you within a set period of time. Physical availability is how easily your product can be bought. When starting a new brand, both mental availability and physical availability are equally important. One cannot work without the other.
I recommend Byron Sharp's textbook on Marketing to learn about these terms.
@@SebastiaanVaz thank you for replying and the book recommendation!
@@BSPoK You're welcome!
Amen! Loved this, Mark.
100% agreement, Digital is tool in the mix - entertaining
It's not about digital strategies, is it? It's about marketing strategies.
Great talk. One point though about technology -
I think Mark's response needed a bit of nuance there - he should make a distinction between business strategy and marketing strategy. The tech understanding is critical for business heads to review their business models, but not necessarily marketing plans.
Technologies can inform business strategies... the way to look at digital, block chain and 3d printing is - how does this help my business? can it help me reach more consumers? can it help me manufacture my goods quicker? can the customer experience be improved?
For that conversation, we need CEOs in the room, not CMOs or marketing managers. I agree, there is no point in wasting time on trying to find a place for AR, VR in our marketing plans, just to put it on marketing managers CV.
But the CEO needs to understand Blockchain, because an upstart who understands the power of blockchain can 'disrupt' your business if you are not aware of new tech opportunities.
Here's a bit i wrote on the two trends that brands need to look out for - truthaboutbranding.com/2017/12/17/brands-in-the-age-of-walls-and-platforms/
And how agencies need to pivot to thrive - truthaboutbranding.com/2017/11/30/advertising-industrys-new-pivot/
Hope this helps in getting clarity for those who are interested.
ouch. Your marketing strategy exists to deliver the business strategy. The closer you can bring the two, he stronger your business.
You know this is a presentation about MARKETING and therefore its quite obsolete to differentiate ...
He is like the Gordon Ramsay of marketing
Bloody brilliant!
Great content, even better delivery.
Perfection! Thank you. Time to knock sense in this huge #marketingmess
He's the Gordon Ramsey of advertising!! LOL F... that!
i am moving step by step to my destiny in marketing
Ritson is very good and calls it as he sees it.........marketing surely needs more such voices or we will be overrun by uneducated idiots spewing self serving garbage with a social media loudspeaker. Don't be fooled by his self admittance on having never been in a marketing role responsible for delivering market share and profit, he is definitely engaged with the industry.
Are you serious? Dude consults to massive, massive companies
Awesome!
Wow. Love this.!
"Pay your fucking tax" well said that man
I'm curious about the strategies for businesses with a smaller available budget for advertising. Tv isn't an avenue for everyone, especially if you're a startup and only just getting off the ground.
In terms of a marketing mix it would seem that the pool is smaller. Would it be accurate to say that for the first few years of going long-term that niche radio stations and podcasts might help in getting things off the ground initially?
Hugely impressive, Mark.
Frankly, I've yet to hear someone with more marketing common sense than you have. Why the jaw-dropping paucity of Mkg. common sense around the world? Well, wouldn't that be an enticing research project. I think business, in general, needs to answer to this distaster... Shameful.
Mark, the world desperately needs to hear the wisdom you espouse in this classic video. Moreso, it needs to learn how not to -- ever again -- lose the fundamentals of classical marketing 101. A clear disaster for the world, I feel. Nice to know, however, that folk like you not only understand this malady, but, are unashamedly doing something to put it right. Kudos to you -- not an easy task.
Really impressed, my friend...
Drayton Bird is tough competition when it comes to commonsense marketing. And he's made millions doing it.
@@trevorlambert2526 Thanks for the heads-up, Trev... will look up Bird, 👍😊
is there updated research for 2023 from 25:30 ?
I blame Simon Sinek and his start with Why talk for the need for every brand and person to believe that they must have a defined purpose or mission. If you want to make money say you want to make money.
Great keynote however I feel like Mark has oversimplified Simon Sinek approach. Brand purposes mentioned in the presentation are definietely not what Simonek Sinek would define as "Why".
I think Simon Sinek talks about purpose from the perspective of leadership. Once the companies are clear on why they actually exist, they can focus on creating and marketing their products.
TV isn't dead just like FM radio isn't dead.
Weird flex when Mark Ritson mentions sex in every speech and article
You Rock
haahah we have a bigger fish to fry!!!.... a fried bitcoin please!...totally agree with you on this fucking obsession with AI.
Preach
Anyone know where the paper on "Synergy of Integration" can be found?
Fucking brilliant 😉
Made so much sense.
fucking briljant :-)
😂😂😂
25 'self proclaimed D' word marketers (with small m) dislike this video :D
I can see from the presentation that Mark Ritson is essentially an intelligent man. He talks sense and dresses elegantly. So why the need for 'f' words injected into virtually every sentence. Does it make him look more 'cool' or more 'peasant'? You can have the same effect without having to resort to this. Smart and aware people don't need to 'dirty' their presentation with this. It's totally unnecessary!. Having said that, his ideas were valid and relevant. No, swearing is not 'de rigeur' in Marketing.
Bit sensitive aren't we there, mate?
It is what it is !!! Certain things comes with package :-)
The word is ‘fuck’, if you’re going to criticize it, at least cite the actual word please. Fuck. There. Simple. And doesn’t diminish any of the rest of what he’s saying in the actual world.
Get over it
I can't watch this - all the *'yeh's'* are too annoying