evangelism and the future of digital marketing

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Evangelism and The Future of Digital Marketing

Timo Elliott, Global Innovation Evangelist, SAP

@timoelliott

What Is An Evangelist?

The Greek word εὐαγγέλιον (latinized to Evangelium) originally meant a

reward given to the messenger for good news(εὔ = "good", ἀγγέλλω = "I bring a message“)

New Technology = Business Opportunity

SOCIALCLOUDANALYTICSMOBILE

SCAM

?

The World Changed. Did Your Marketing?

Five Key Trends in The Future of Marketing

1. Branding

2. Power

3. Engineering

4. Being Interesting

5. Community

1. Branding

Brand (Still) Exist Only in Consumers’ Brains

Marketing

Experience

Peers

Digital Campaigns

“Like A Girl”

“Real Beauty”

“Stratos”

The $30M Tweet

Eighty-four million impressions from a Twitter exchange (and counting!)

2. Power (to the People)

80% of CEOs think they deliver a superior customer experience

Source: The New Yorker— but only 8% of customers agree.

This Is The Real Opportunity

Millennials trust strangers over family and friends. They lean on User-Generated Experiences for purchase decisions.

Source: Brian Solis’ Future of Business, 2013

73% of people surveyed wouldn’t care if the brandsthey use disappeared from their life.

Source: Co.Exist

3. Engineering (Is The New Marketing)

Old Marketing:

1. Think up campaign

2. Push it at people

3. Gather leads

4. Think up new campaign

New Marketing:

1. Build great product

2. Customers tell friends

3. Build community

4. Use community to build even better product

Now more than ever, your product IS your marketing

Instagram: 30 million users. $1Bn valuation.

ZERO marketing staff

Back to the Origins of Marketing

“Marketing and innovation produce results; all the rest are costs.

Marketing is the distinguishing, unique function of the business.”

Peter Drucker, 1954

From “Marketing”To “Experience”

We need to spend less time telling people how great

we are, and more time being great

Would a cool tweet help?

This Doesn’t Help Much, Either…

Are you the taxi company, or Uber?

“If you have to be naked, you’d better be buff”

Don Tapscott

Marketing becomes part of what you sell

[The end-to-end experience]

We ALL Want Luxury Service

A Seamless Experience

Use Design Thinking to Rethink What You Sell

4. ROI = Return On Interesting

Howard Gossage

Be Interesting

Marketing used to be about making a myth and telling it. Now it’s about making a truth and sharing it.

Marc Mathieu, Unilever

We need to stop interrupting what people are interested in, and be what people are interested in. 

Craig Davis, J. Walter Thompson

You Are Not That Interesting

Challenge: do a campaign without creating any content yourself…

5. What’s Interesting?

Need DEEP understanding

Screw “personas” — go and talk to people!

DEEP UNDERSTANDING

Good marketing comes from people who understand the customer experience…

…and that comes from actually engaging with customers

© 2014 SAP AG. All rights reserved. 33

Listening to Customers

Community-Created Content

Vincent Boon

Community at SAP: >2.5 Million Members

B2C or B2B? No, H2H

Human to HumanCreating content for people, not “targets”

Content

Communication

CommunityIteration

This Takes Technology

AnalyticsCollaboration

Omnichannel personalization

The Right Incentives

Conclusion

1. Brand is in the eye of consumers

2. It’s about power to the people

3. Engineering is the new marketing

4. ROI = Return on Interesting

5. What’s Interesting? (Community!)

Evangelism!• Find good news• Share it

Thank You!Timo ElliottVP, Global innovation Evangelist

Timo.Elliott@sap.com

@timoelliott

ReturnOnInteresting.com