master class at ie business school: disruptive innovation in marketing

by Joaquín Moral

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3https://www.youtube.com/watch?v=neShgTczCM0

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The NYT editor noted in particular that simply creating great journalism isn’t enough any more — that the Times needs to do a better job of owning the conversation around that journalism as well:

“Publishing, in today’s crowded environment, includes taking responsibility for and assuming ownership of the impact of our quality journalism… that means training all of our journalists in how to use social media to report and amplify their stories. It means our most senior editors must plan and implement a rollout plan for our most important pieces. From the moment a story is published, we should host the conversation about it.”

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In a year…? 12

In a few months…

Marketing & Communication…

up to now

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Just in time (JIT) is a production strategy that strives to improve a business‘ return on investment by reducing in process inventory and associated carrying costs. To meet JIT objectives, the process relies on signals or Kanban (看板) between different points, which are involved in the process, which tell production when to make the next part.

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TechnologyProcess-based /

Value ChainAnalytics

Creativity(UX, design…)

Research Re-think

CURIOSITY

Think Read

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You can be disruptive by developing new product or services, but also by re-thinking process.

In marketing and communication disruption is initiated in new process: lean & agile

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Yesterday

Today

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23http://www.forbes.com/sites/avidan/2014/03/31/the-future-of-advertising-lean-nimble-agile/

Jim Highsmith key organizer of the

Agile Manifesto expresses it this

way: “The future of our Information

Age economy belongs to the Agile,

those companies who have the

capacity to create change, and

maybe even a little chaos, for their

competitors… in a world of

constant change, traditional,

rigorous project management and

software development methods are

insufficient for success.”

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4 values that make Agility possible: Communication, Working Software, Collaboration and Responding to Change.

12 Principles that support those values: Together they provide specific guidance on ways to achieve the 4 Values. For example regarding Communication we can identify 3 principles: Face to Face communication is encouraged, Business and Developers are expected to work together during a project and Self-Organizing Teams are recommended.

Methods are detailed Lightweight Processes, Theory and Tools to make Agility possible. That means methods embrace the values, follow the principles but achieve them through different, but similar ways. As you see on the diagram Scrum is just one of these Methods to achieve Agility. Kanban is also another method, as is XP, and several others. One example will make this clear, again regarding Communication: XP stresses that people work in Pairs, and that the team shares the same physical space. Kanban however emphasizes the objective of Continuos Flow which implies that all people in a project fully communicate, but it does not mandate how to do it.

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http://innovateordie.com.au/2010/05/10/the-secret-to-accelerating-diffusion-of-innovation-the-16-rule-explained/34

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36http://www.gartner.com/technology/research/hype-cycles/

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39http://www.business2community.com/marketing/can-gartners-hype-cycle-teach-us-emerging-technologies-0603544#!Lo44n

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•Advocacy/Loyalty Marketing

•Augmented Reality

•Automatic Content Recognition

•Campaign Segmentation

•Commerce Experiences

•Crowdsourcing

•Data Management Platforms (Advertising)

•Data-Driven Marketing

•Digital Marketing Hubs

•Digital Offers

•Digital Out-of-Home

•Dynamic Creative Optimization

•Email Marketing

•Ensemble Programming

•Event-Triggered Marketing

•Gamification

•Idea Management for Digital Marketing

•In-App Advertising

•Lead Management

•Marketing Service Providers

•Media-Embedded Merchandising

•Mobile Advertising

•Mobile Search

•Multichannel Attribution

•Multichannel Marketing

•Native Advertising

•Online Advertising Data Exchanges

•Online Product Recommendation Engines

•Personal Cloud Entertainment Platforms

•Predictive Analytics

•Privacy Management Tools

•Programmatic Premium Advertising

•Real-Time Bidding (Advertising)

•Responsive Design

•Sentiment Analysis

•Social Analytics

•Social Commerce

•Social Marketing

•Social TV

•Tag Management

•Transactional Ad Units

•TV App Platforms

•Web Analytics

Digital Marketing

On the Rise

• Programmatic Premium Advertising

• Personal Cloud Entertainment Platforms

• Multichannel Attribution

• Media-Embedded Merchandising

• TV App Platforms

• Automatic Content Recognition

• Data-Driven Marketing

• Ensemble Programming

• Social TV

• Data Management Platforms (Advertising)

• Transactional Ad Units

At the Peak

• Commerce Experiences

• Native Advertising

• Responsive Design

• Tag Management

• Digital Marketing Hubs

• Privacy Management Tools

• Social Marketing

• Crowdsourcing

• Social Commerce

• Social Analytics

• Advocacy/Loyalty Marketing

• Multichannel Marketing

Sliding Into the Trough

• Digital Offers

• In-App Advertising

• Event-Triggered Marketing

• Gamification

• Real-Time Bidding (Advertising)

• Augmented Reality

• Online Advertising Data Exchanges

• Sentiment Analysis

• Dynamic Creative Optimization

• Digital Out-of-Home

Climbing the Slope

• Campaign Segmentation

• Online Product Recommendation Engines

• Mobile Advertising

• Lead Management

• Marketing Service Providers

• Idea Management for Digital Marketing

Entering the Plateau

• Email Marketing

• Web Analytics

• Predictive Analytics

• Mobile Search 41

42http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/technology-for-innovation-in-marketing/

On the Rise

• Real-Time Marketing

• Mobile Analytics

• Programmatic Premium Advertising

• Multichannel Attribution

• Commerce Everywhere

• Automatic Content Recognition

• Data-Driven Marketing

• Social TV

• Content Marketing

• Data Management Platforms

(Advertising)

• Neurobusiness

At the Peak

• Tag Management

• Privacy Management Tools

• Social Media Metrics

• Social Commerce

• Social Media Marketing Platforms

Sliding Into the Trough

• Digital Offers

• In-App Advertising

• Over-the-Top Set-Top Boxes

• Real-Time Bidding (Advertising)

• Social Gaming Ad Networks

• Augmented Reality

• Internet TV

• Neurometric Research

• Online Advertising Data Exchanges

• Location-Based Advertising/Location-Based

Marketing

• Addressable TV Advertising

• Dynamic Creative Optimization

• Digital Out-of-Home

Climbing the Slope

• 2D Bar Code Marketing

• Dynamic VOD TV Ads

• Mobile Advertising

• Digital Ad Operations Platforms

• Phone Bar Code Reader

• Media Engagement Metrics43

Entering the Plateau

• Cloud Advertising

• In-Stream Video Ad

Insertion

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Measuring ROI across the marketing ecosystems of a brand

Marketing &

Communication

iMedia

AdsSocial

Media

Ads

WebMicrositesLanding

Pages

Mobile

apps

Smart

TV

Social

Media /

blogs

QR

codes

E-

commerceCoupons

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Measure Analysis Deliveries

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KPI’s and validated conclusions in 6 key areas

clickstream content interaction

social buzz emotionalinteractions

e.commercejourney

businessindicators

Un método, siete pasos

Definiciónobjetivos

DefiniciónKPIs Parametrización Medición / Listening Análisis Reporting

Real Time - Dashboards

2 3 4 5 6 7

Actuar / Optimizar / Mejorar

1Start Point

Metodología y herramientas

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54http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

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Peter Drucker: “the best way to predict the future was to create it”

Creating new things being difficult, the next best way is to have access to validated and predictive loyalty and emotional engagement metrics to help point the way

57http://www.forbes.com/sites/robertpassikoff/2013/12/04/brand-and-marketing-trends-for-2014/

Consumers Expect More: Over the past 5 years consumer expectations have increased on average 20%. Brands have kept up by only 5%, a big gap between what’s desired and what’s delivered. The ability to accurately measure real, unarticulated expectations, will provide significant advantages.

Attention Must Be Paid to Brands: Increased expectations come with a greater sense of product and service commoditization. You may be known, but you need to be known for something meaningful and important to consumers. profitability.

58http://www.forbes.com/sites/robertpassikoff/2013/12/04/brand-and-marketing-trends-for-2014/

Category is King: Brands will stop trading away category-specificity for cross-category generalities in how they target, strategize, and execute content. To engage smarter, high-expectation consumers, brand wills need to be smarter about specific category values they can leverage.

Brands Will Get Emotional: Values that drive the brand decision process to have become more emotionally-driven. In most categories the rational aspects are price-of-entry. Successful brands will identify what emotional values exist in their category, and utilize them as a foundation for meaningful differentiation.

Real Brand “Engagement” Defined: For too long engagement has been associated with attention levels. Successful marketers will link “engagement” to how efforts increase how well the brand is perceived versus the Category Ideal, and a metric that correlates highly with loyalty, sales, and profitability.

Targeting Becomes Personal: With consumers craving – and expecting – more, and more customized and personalized products, services and experiences, brands that better respond to real consumer expectations, will find consumers engaging with brands that are able to personalize messaging and outreach.

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Digital Done Right: With digital diversification getting bigger, and with more channels, brands need to shift their question from “should I be here?” to “what should I do now that I am here?” Success will be linked not to outreach, but brand differentiation and emotional engagement.

Content is King, Too: Content marketing will become a specialty unto itself. Tools like the Digital Platform GPS will optimize placement and help brands distinguish the difference between paid, owned, and earned media, more important when it comes to dealing with contextual relevance and strategically navigating brands in digital space.

Mobile Optimized: In 2011 Brand Keys trends identified that mobile would move mainstream. It has. For 2014 brands need to adapt strategies and delivery mechanisms, content and flow of communications to match increased consumer multi-tasking and multi-screen behaviour.

Fewer Tedious Texts: More visually literate consumers will move from text outreach to more image-based connections. Visual content will become more important in creating viral marketing campaigns, with brands becoming more attentive to image-sharing initiatives and platforms.

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Micro Becomes Mainstream: Micro videos will continue to rise in popularity and use. Metrics will move away from number of views and toward real brand engagement (see Trend #5). Watch for more :6 and :12 videos to accommodate digital delivery platforms and increasingly shorter consumer attention spans.

Integration Intensification: Brand marketing and digital budgets will fuse as teams work jointly and cross-silo. Multi-platform traditional and digital models will require social media integration into all marketing efforts, including customer experience, design, sales, and product development.

Data Deceleration: Data aggregations for traditional and digital will become more integrated and streamlined, allowing brands to better separate the “wheat from the chaff.” Big Data will actually get smaller and more compact. And more useful.

The Funnel Flattens: What used to be a “purchase funnel,” that became a “path-to-purchase,” will become an extraordinarily category specific “multi-path-to-purchase.” Content and value communication with the right platforms in the right way will become the only way to create emotional engagement – and profitability.

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65https://www.youtube.com/watch?v=bkknD64M-NE

66https://www.youtube.com/watch?v=FEWkI-VxhlY

67https://www.youtube.com/watch?v=jeLSwPNi26g

68https://www.youtube.com/watch?v=36pIFG5pku0

69https://www.youtube.com/watch?v=UfRhltdncrc

70https://www.youtube.com/watch?v=UfRhltdncrc

71https://www.youtube.com/watch?v=koYbU4jA6LI

72https://www.youtube.com/watch?v=PwyQGfOJQz4

• http://www.kaushik.net/avinash/• http://www.businessinsider.com/• http://www.businessinsider.com/• http://blogs.hbr.org/bill-taylor/• http://socialmediatoday.com/• http://mashable.com/• http://www.emarketer.com/Articles• http://www.mckinsey.com/

• http://adage.com/• http://www.gartner.com/• http://www.forrester.com/home/• http://wwwhatsnew.com/• http://mktfan.com/• http://allfacebook.com/• http://googleblog.blogspot.com.es/• http://www.ted.com/ 73

…any question?74