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  • Writer's pictureJuan Jordan Flores-Calderon

The Modern Marketer: Visionary, Technologist, Operative & Storyteller

"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." - Maya Angelou

Marketing in 1885 was a lot different then today, but no so different...

The first time in history the word of mouth campaign started in 1885. Story telling is the basics of marketing, back in the old days there was no such thing as advertising, marketing or PR agencies. Content Marketing started in the US Civil war, sending commanding officer door to door recruiting stories. The dawn of the marketing age started back in 1955, most of large agencies started in this date (Ogilvy, BBDO, Leo Burnett). There was old media and new media. TV started at this age and marketers didn't know how to engage with this media. Station owners saw that agencies were boring tv consumers with their content, so they decided to set an entertainment format.

In 1984 Apple launched their famous Super Bowl Ad, that was the beginning of the end of Microsoft's dominance, it took 20 years to make this campaign happen. Back in 1985 brands stumbled a bit because they needed more creative ideas. In 19885 Coca-Cola decided to reformulate itself into New Coke, with this mistake Pepsi leaded the market for 6 months, this was called the New Coke fiasco.

In 1985 CNN News came in and news came worldwide, 30 second TV spots where quite expensive back in those days. Now thanks to youtube and other online social channels, you can create your own infomercials. This has improved products segmentation thanks to the programing technologies that this platforms provide. Nowadays people enjoy more content educational marketing than traditional advertising. Social media is replacing TV, Radio, and all previous channels used back in those dates.

Nowadays the moment of truth has decreased thanks to the SEO. Consumers research their product online and then they decide what to buy. They don't need more promoters or retailers, this is done by making really good online content in social media. It's the best way to for enterprise to engage B2B & B2C costumers: any time, locations & device, never be ashamed to re use successful content. Consumers are ''mobile ready" and ready to interact with their social media and brands. The future is right here, now, today. Thanks to social media posts consumer privacy has been able to be reached.

Infomercial: a 40-60 minutes tv spot explaining why you needed to use certain product or service. (TV Offer)

ZMOT: Thanks to social media we are at the cero moment of truth value

Moment of truth: the moment when the consumer decides to buy the product, thanks to all the previous campaign being done.

Transmedia: make every media possible to make an effective campaign. There's no such thing as traditional and digital marketing, there's just marketing.

The perfect CMO (visionary, technologist, and operative)


Visionary: understands how to be creative with their audience landscape. Everything related to marketing has changed, this includes roles, tools, market.

THE 4 P's have to be fully unified: this involves messaging & sales, ads & branding. Doing campaigns this way you'll be able to stop bombarding consumers.

As a result of the environment, an integrated story-based, omni-channel content marketing strategy is needed.

  • Integration: functioning or unified a whole form.

  • Story-based: A dramatic message across a very crowded mediascape.

  • Omni-channel: multi & cross channel distribution of connections to reach the customer.

  • Content: engage capturing customers

  • Marketing: put a spot light on what ever the company is doing, it helps to enable sales.

  • Strategy: you MUST have one

How to create a perfect story, 7 steps of a good story telling:

  • Understand your story

  • Choose your plot

  • Choose your hero

  • Choose your characters

  • Observe the rules of three

  • Choose your media

  • Observe the golden rule (involve your customers in the plot).

Example model campaign, how it works, in a political view:

  • Rule of 3: Beginning, Middle Ending

  • Heroes (candidate vs the opponent)

  • Plot (agenda)

  • Obstacles (raising money)

  • Characters (voters)

  • Media (omni-channel)

  • Golden Rule (gain votes)

How do marketing works, supposedly, THINK OUTSIDE THE BOX:

The Old,Traditional Media

  • Paid

  • Earned

  • Owned

  • Produced

  • Messages

  • Distributed

The New, Hybrid Media

  • User generated

  • Distributed

  • Socialized

  • Produced

  • Earned

  • Shared

  • Stories

  • Paid



Utilize big data for big wins

Erase MKT/IT firewalls

Shift focus on consumer engagement tools


  • Capture data

  • Directly Engage

  • Modify & Measure Campaign


  • Flexible

  • Scalable

  • Cost Effective


  • Dedicated Apps

  • Web-based Apps

  • Virtual & Physical Ecosystems


Ask this questions to figure a great media campaign.

*Engaging in marketing gaming is one of the newest and most effective digital platforms to create a good approach with your customers.

THE FUTURE: New, modern & fun channels of marketing

  • Reach: Consumers where they are; any time, place, device.

  • Mood: Consumer context determines the selected devices and chosen activity

  • Device: Screen size determines specific task performed and the length of use.

  • Goal:Users select specific device with a specific objective in mind to achieve specific needs.

  • Need: Consumers turn to mobile device for spontaneous, instant gratification.

Retailers leading examples

ToysRus: 360 degree Omni-Channel Marketing, mutli-branding identity creation.

Lego: Master in content marketing. Founded in 1947, loss their patent in 1989. bankruptcy in 1998, 1999 licensed lego star wars, 2013 most valuable toy company at $15 billion, grew 18% in 2014. Lego uses transmedia content engagement for continued success.

My Disney Experience

Hyperconnected: The Internet of Everything

Content Disruption; It's a mixture of products of user generated content (UGC) Millennials spend 30% of their time searching interesting brand content.

Relevant offers; Useful-Value-Timely. Focus is ''customer-centric'' not ''offer-centric''. Nowadays real-time context greatly enhances reception and conversion. Omni-channel experience must be seamless. Consistency of cross-channel experience is critical. Offers are complimentary not creepy. Provide some ads at the right place and the right time.

Mobile Friendly; 70% of mobile users say it's important to them that Websites are mobile friendly, yet 96% have visited a site that doesn't work on other device.

Digital Darwinism: Survival of the most digitally savvy brands will rely on segmentation based on mobile customer type & engagement tactics.

Customer Segmentation

  • Experimenters (Newbies-Shifters-Youthful), old consumers

  • Informed & Engaged (Savvy-Experienced-Seasoned), most consumers

  • Fully Digital (Native-Pros-Early Adopters)

What Platforms best Engage with Customers

Tablets, Smartphones & Wearables


SNS, Mobile Web & Apps


Wi-Fi iBeacons & eWallets


100% mobile


The Operative CMO


Vision is a collection of unique ideas, an actionable path to achieve a successful campaign.





Requires a dramatic shift in status from support function to the executive, financial & operations suite, thus having:

Full Seat at the Table

Autonomy to Set the Vision

Authority to Implement the Strategy


Inspire Change

Foster COnsensus

Deliver Results

Marketing is a pure expense in the balance sheet, it doesn't have a measurable ROI on a marketing campaign; but there's an ROI in the engagement of it.

90% of the social media content posting and sharing is due by one person. An operative marketer must be influencer, borrower, and disruptor.

"A man without a smiling face must not open a shop'' - Chinese Proverb

The Digital Frontier: Seemingly limitless possibilities await...

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