In his digital marketing talk, Mike Osswald discusses the digital revolution and how it impacts the world of marketing. He cites a 2013 study that states 26% of Americans own a laptop, smartphone and tablet device. This has revolutionized the way brands interact with consumers. As a result, many ways of thinking must be changed. He compares today's market to the technological revolution that occurred in the late 1800s to prove this.
The speaker defines marketing as showing how the company has what the costumer needs and listening to them. Osswald's digital marketing talk compares four old marketing principles and offers new, updated ones in their place. Planning markets becomes always be learning; promotion becomes always be talking; activation becomes always execute purposefully; and integrated marketing communications becomes always be agile.