how (digital) marketing conquered the world, and lost itself
DESCRIPTION
Slideshow of the presentation I gave at the Hamburg Marketing 2.0 conference on May 13th 2014TRANSCRIPT
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@fredcavazza
How (digital) marketing conquered the world,
and lost itself
Marketing 2.0 Conference, May 13th, Hamburg
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@fredcavazza
Frédéric Cavazza ?• 41, Paris
• Consultant, speaker, author
• 8 blogs since 2003 (FredCavazza.net)
!!!Internet mobile La révolutions des terminaux alternatifs !!!!!!!!!!!!Frédéric CAVAZZA
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@fredcavazza
About marketing
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@fredcavazza
What went wrong?
And things will get even worse!
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@fredcavazza
We lost control…
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@fredcavazza
Marketing basics• Market comprehension
• Competition
• Trends…
• Customer knowledge
• Needs
• Constraints
• Motivation
• Psychological locks…
All went fine until the web came in…
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@fredcavazza
A natural fit• Organizations needed someone to take
care of the web
• Marketers where the perfect candidates because they knew about customers and analytics
Marketers’ new world revolved around traffic acquisition
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@fredcavazza
Marketing became communication
WTF?
Marketing should be about comprehension, not visibility
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@fredcavazza
Engagement RateGRP
The world changed
Marketers began chasing their own tail
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@fredcavazza
E-marketing gone wild• Cost per like
• Snackable content
• Advertainment
• Appvertising
• Growth hacking…
Too much buzzwords to be honest
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@fredcavazza
Intuition + improvisation
From intuition to algorithm
Predictive analytics + programmatic buying
Education is key in order not to destroy marketing’s perceived value
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@fredcavazza
Marketers feel insecure
Source : Adobe « Digital Roadblock », may 2014
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@fredcavazza
We must stay focus
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@fredcavazza
Internet is not marketing’s problem
Everybody is working on / for the internet
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@fredcavazza
Oversimplification is toxic• Social CRM is the new marketing
• Community manager is the new CMO
• App install rate is the new edge rank
• Responsive design is the new CMS
• Predictive algorithm is the new media planner
Keep calm and carry on (in a SoLoMo world)
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@fredcavazza
« Everything we've ever done or will do, we're gonna do over and over and over again »
Marketing is a flat circle
Focus on customers knowledge and market comprehension
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@fredcavazza
Marketing as a partner• Sales needs insights
• Communication needs insights
• CRM needs insights
• HR needs insights
• IT needs insights…
Marketing does not sell, it helps others to sell
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@fredcavazza
We must regain control
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@fredcavazza
Insights, traffic or conversion?
Prelaunch Launch Post launch Relaunch
Insights Exposure Reputation Retention
It all depends on your product lifecycle
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@fredcavazza
« the best way to have a million customers is to have a 100 million users »
Know your market
How does this apply to everyday brands?Silicon Valley is not the real world
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@fredcavazza
Be honest with your brand
Normal brand don’t have fans Do not overpromise
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@fredcavazza
New supports => New tools
BuzzfeedCustomer Journey
Natural Language Processing
Community Management Systems
Omni-channel analytics
…
Rich narratives
Connected stores
Mobile Apps
Micro videos
Upgrade your tools to stay in the competition
Native ads
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@fredcavazza
New domains => New roles
Storytelling
IoTDataMobile
Social
Usability
UXP
Chief Experience Officer
Chief Social Officer
Chief Mobile Officer
Chief Data Officer
Chief Conversion Officer
…
Marketing is not the answer to everything What we need is a new organization
Moderation
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@fredcavazza
Thank you for your attention