6th October 2022 @ 5:30 pm - 7:30 pm
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GSB Alumni Relations event
According to Prof. John Deighton (Harvard Business School, US), there is more to marketing than communication – but not much more. So when the media of communication changes, marketing changes. The pace of change has been extraordinarily fast since the birth of the internet. We have had to re-skill to use websites, email, texting like WhatsApp and Twitter, social media, new search options besides Google, algorithmic media like TikTok and YouTube, and, before long, Web3.
These new marketing media talk in many directions – marketers talk to consumers, consumers talk back, consumers talk to each other, and creators talk to anyone prepared to listen. The idea that the brand controls the conversation is quaint today to everyone except those myopic marketers who think that what their ads and PR say is what the market hears.
Besides this messaging mayhem, the functions of marketing that are not communication-centric are also changing. Distributors used to exploit scarcity; now they must fight abundance. Digital content can be streamed; physical content can be “Amazoned“ or “Shopified“. No marketing leader can be confident that they control the path to purchase today.
In this roundtable, the panel will explore – and debate with the audience – the best practices of today’s marketing.
Speakers: Prof. John Deighton, Professor of Business Administration Emeritus, Harvard Business School (GSB MBA ’72) | Dr Caitlin Ferreira, acting MBA Programme Director UCT GSB and senior lecturer | Alex Pryor (GSB MBA ’09), Head of Digital Innovation EOH and senior lecturer | Moderator: Kosta Kontos (GSB MBA 09/10), Chairperson UCT GSB Alumni Board
Register here: https://www.gsb.uct.ac.za/event/register/224/marketing-for-the-future-why-today’s-best-practices-need-to-change