As a start-up, Uber is much more than just a market unicorn - a start-up in private placementOr with an open market valuation of more than $1 billion, we can say that the company has entered the ranks of the Unicorn Club, a ride-hitting software that is worth as much as 50 times the market for unicorns and valued at $51 billion by the private equity market. That makes Uber the leader of more than 100 companies in the Unicorn Club.

It is positive that a company was established in 2009 and only began to expand internationally in 2012. Marketers are already paying attention to this global Uberisation, with a launch in October 2015 by the Digital Marketing Trade Group at the U.S. Interactive Advertising Authority in London saying that many brands will soon find out: "In today's market, Uber will close down without Uber."

The theory was presented by a consumer psychologist with clients including Unique Digital, advertising agencies and the London School of Fashion.

1, the future of advertising industry in the convenience of science and technology

Uber is one of the best examples of convenience technology: it's a simple APP-based service that helps people book a car and save energy and time by making payments in the shortest possible time. "It's a quick service that makes the process of making a car that was so slow and scary fast and easy," Marston said. "

In recent years, a total of $40 trillion has been invested in the development of convenience technologies. "Our lives are fast-paced, so convenience and speed are eternal topics." That means any event requires an Uber, from a private jet to a hotel reservation; by different measures, Airbnb, another market unicorn, is making the hotel industry easier and faster.

One application that is positioned for the future should be Operator, which provides a service that can query the value of any item.

Marston also points out that there's even an Uber-style service in the U.S. that targets medical drugs, declaring: Stop being lucky on street corners and someone will show up at the push of a button.

Similarly, the idea of digital advertising is to make things easier. "Our expected results are already reflected in these Uber-style services," Marston said. We want everything to change rapidly based on the needs of our users and expand into communication services. But at the time, our publicity is not on demand. "

On-demand marketing is imminent. Microsoft research shows that attention has fallen by 30% since 2000. Amazon also found that for every 100 milliseconds people waited, convenience decreased by 1%.

"This shows that the content is not Wang Dao, convenience is Wang Dao. That means we have a new perspective that helps people do what they want to do right now. "

Certain old enterprises have also begun to explore convenience technology. Amazon's Amazon Dash in the UK claims That Tower gate offers a service that delivers products within an hour of a consumer clicking a button. For now, however, Dash Express is aimed at consumers living in London and, if successful, will continue to expand elsewhere.

Meanwhile, Walt Disney Co. has developed a "Disney Fast Track" app that allows its users to pass first. "People pay more in exchange for not waiting, and advocates need to develop express cards to get people to get information, buy, and promote speed," Marston said. We should work to make things faster and simpler. "

IBM is an example of how to adapt to this idea in publicity. Business Services has changed its business from an initiated project to a project, using practical technology to help complete a large project. A recent example is the U.S. Open, which uses SlamTracker, a data analysis tool developed by IBM, to provide real-time interactive information about matching players. "It's the next generation of marketing," Marston adds.

2. You need to have a network, not a cost

As marketing guru Tom Godwin once said: "Uber is the biggest taxi company in the world but it doesn't have a car. Facebook is the world's most popular media provider without a project. Alibaba is the most valuable retailer but has no inventory. Airbnb is the biggest real estate developer but doesn't have a real property. Something interesting is happening. "

In Marston's eyes, the best explanation for this trend is the network. Successful brands in the future need to have a network of relationships with their customers.This is how Uber de-mediats (de-mediated) and establishes a direct link between the supply side (taxi) and the demand side (passenger).

Such stories have been told over the centuries: Apple, for example, was largely one of the most successful companies, before the iTunes and App Store were born out of the middle of the music and gaming industries. "They don't have a music source, but they have a network," Marston said. "

3, business model change

The third trend in digital marketing is to change the way we think. "The digital marketing of the future is that we're not going to do the next great way to change everything - to disturb users," Marston said. "

The change in the business model can be seen in Uber's on-demand service, which is different from the random traditional taxi reservation service. In addition, Netflix has broken the shackles of traditional cable TV to handle simple subscription services. The free-to-value-added model of music players has disrupted the music industry, with a business backed by advertising costs replacing the original paid ad-free business, and Airbnb has implemented the idea through the online marketplace in the next phase of the UI. Marston said, "They're changing their purpose, and we need more of these businesses." "

From a marketing perspective, this means that agents need to fundamentally rethink their relationships with customers.

Marston advises agents to refer to Hollywood's marketing methods. When the filmmakers promoted the film Alien, they used the "space version of the Great White Shark". Speed is the death on the bus. Where's Avatar? "It's the strange edge of the wind on an outer space planet!" Marketing like this. It's a good place to start thinking about how to do business in a different way. That will enable agents to help our brands and customers innovate better.

This future marketing philosophy can be seen in Marston's business model: Unique Digital. "We can make some money in the gaming industry. We actually pay with our own money in the advertising campaign and get some revenue. "

"Customer relationships are broken, just like audience relationships. We need to do something different. "