Robert Rose, author, speaker, founder and chief troublemaker at the Content Advisory - the education and consulting group with the Content Marketing Institute, joins us for this week’s podcast. Using his in-depth knowledge of how to operationalise and make functional content strategies in marketing communications, we discuss the fascinating history and evolution of media and marketing.
In this episode, we discuss:· What the future of virtual conferences may look like in a post COVID-19 world including the challenges and opportunities in pushing the medium beyond webinars. Thoughts around how physical conferences in their classic format may have changed forever. And, what we can learn from the fruition of other mediums and movements i.e. television, radio and the internet in elevating experiences.· An exploration into the timeless thinking within the history of marketing. This consists of a detailed discussion around the four seminal textbooks and perspectives that Robert deems foundational in marketing practice and that still remain relevant today. These includes:

• Phillip Kolter - Marketing Management (1967): The evolution of marketing from selling to creating value and value exchange; and the foundational elements of human behaviour.
• Peter Drucker - Management (1974): Marketing and innovation as the unique distinguishing functions of the business; and the creation of value by preserving the consumers view of a business in a way that aligns in societies wellbeing.
• Theodore Levitt - Marketing Imagination (1983): The value of listening to customers to flag unmet needs; and the traceability of modern platitudes to Levitt’s view of positioning marketing strategy around the customer experience.
• Don Schultz, Integrated Marketing Communications (1993): The integration of the entire communications strategy of an organisation to serve, reach and influence their audiences.

· A reflection around the importance of appreciating and celebrating the legacy of marketing history and long-term trends.· A thought around the worth in looking forward and questioning what we are adding to the marketing discipline today and the legacy that we want to leave for future generations.
3 Quick Questions:1. A business book you recommended?The end of competitive advantage by Rita Gunther McGrath2. A person to follow on social or digital?Andy Crestodina, CMO and Co-founder of Orbit Media StudiosRoger Martin, Professor Emeritus at the Rotman School of Management at University of Toronto3. One on one dinner with a living human?Barack Obama
For more of Robert check out: · Twitter: @Robert_Rose· LinkedIn: linkedin.com/in/robrose· Robert’s writing: https://contentadvisory.net/