autobots, decepticons and marketing in the new world order
TRANSCRIPT
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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
AUTOBOTS, DECEPTICONS
TECHNOLOGY AND MARKETING IN THE NEW
WORLD ORDER
Gavin Heaton
DisruptorsHandbook.com
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WHERE TO FIND ME: @servantofchaos
au.linkedin.com/in/servantofchaos
Blog: servantofchaos.com
Innovation: disruptorshandbook.com
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A truck that turns into a robot is not so
far fetched
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#platforming
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Platforms create multiple points of
value
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Social Delivers
connection
Cloud Delivers service
Mobile Delivers location
Analytics Delivers awareness
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Note: #platforming is not
#planking
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Rise of #XAAS
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More hashtags #IoT
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Every device creates data and that
data can tell a story
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Where he works
How he gets there
Who he talks to, travels with, texts
and calls
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#creepyline
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With #BigData, don’t cross the
#creepyline
http://creepyline.com/
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Lessons for marketers?
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Every minute on
the internet http://www.fastcocreate.com/1683480/take-a-look-at-what-happens-every-single-minute-on-the-internet
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We are awash with data
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It’s about the
experience of the brand
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Customers report they are willing to pay up to
30 percent more for a superior experience. In
fact, more than half (56 percent) of those
surveyed report paying more for a product in
the last six months because the customer
experience was better than other less
expensive options.
- avanade.com
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EXPERIENCE IS THE CURRENCY OF YOUR BRAND
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Digital is at the heart of our experiences
now
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#NoMoPhobia
The fear of being without
your mobile phone
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When can you be interrupted?
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When can you be
interrupted?
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Social Delivers
connection
Cloud Delivers service
Mobile Delivers location
Analytics Delivers awareness
[paid]
[earned] [owned]
Speaking different
languages
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The language of tech?
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In your dreams
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In many organizations, business people and technologists move in
different circles. There is a yawning cultural gulf between them: they
speak different languages, report to different managers, socialize
with different people, and have different career ambitions. Neither
side trusts or particularly respects the other. Neither side
understands the pressures, deadlines and challenges the other
faces. They are at loggerheads.
-- Wayne Eckerson
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[IT] [Marketing]
The Red of Technology and the Blue of
Business
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Breakthrough innovation occurs when reconciling opposites.
Living at one end or the other of a philosophical or cultural
spectrum is comfortable, but not terribly interesting or instructive.
You know the answers before people ask the questions. Your
past, present, and future are hard wired and unchanging.
-- Wayne Eckerson
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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
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DEVICE
SPACE
ENGAGE
CHANNEL
PROCESS
* * * * * * * * * * * * * * * * * * * * * *
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CUSTOMER EXPERIENCE MAP
TIME
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1. Buying Stage
3. Behaviour by Persona
2. Content
& Analytics
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http://www.smartinsights.com/
Content matrix
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Audit your team across
five dimensions
Marketing foundations
Tech foundations
Content prod &
publishing Data
analytics
Social mindset
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Marketing foundations
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Technology foundations
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Content prod & publishing
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Data analytics
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Social mindset
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Source skills from inside
Engage external agencies
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Create memorable experiences
Deep and sustainable relationships
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Remember … Don’t be a robot
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MARKETING IN THE NEW WORLD ORDER
Gavin Heaton [email protected]
DisruptorsHandbook.com