marketing in the age of networked intelligence · marketing in the age of networked intelligence ....
TRANSCRIPT
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Google Confidential and Proprietary
September 12, 2013
Don Tapscott
MARKETING IN THE AGE OF NETWORKED INTELLIGENCE
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Wikinomics
2007
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The Current
Crisis
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MacroWikinomics
2012
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A Turning Point in History: Rebooting our Institutions
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Age of
Networked
Intelligence
Industrial
Age
Agrarian
Age
Printing Press Internet
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THE
TECHNOLOGICAL
REVOLUTION
Drivers for Change
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BROADBAND MOBILITY WEB SERVICES Taxonomy of the
Social Web
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Brazilians are more connected than ever
•
Source: Ibobe 2012, comscore e OMB, Teleco
100M users online
20M broadband access
51M smartphone
86% of smartphones users access
internet everyday
6bi of videos watched per month on
YouTube
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E-commerce continues to grow
R$12,7bi of revenue in the 1o semester of 2013 (+24% vs 2012)
46M of e-consumidores
3,6% M-Commerce (volume transactions)
R$359,5 average ticket
Fonte: Webshoppers 2013
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THE
TECHNOLOGICAL
REVOLUTION
THE NET
GENERATION
Drivers for Change
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Growing Up Digital
1997
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Grown Up Digital
2008
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The Louder Echo
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Digital Natives:
The Net Generation
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The Net Generation
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The Net Generation Norms
1. Freedom
2. Customization
3. Scrutiny
4. Integrity
5. Collaboration
6. Entertainment
7. Speed
8. Innovation
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THE
TECHNOLOGICAL
REVOLUTION
THE NET
GENERATION
THE
SOCIAL
REVOLUTION
Drivers for Change
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Population pyramids differ greatly across countries
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Population pyramids differ greatly across countries
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Demographic Reversal: Global Increase in Urbanization
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The Rise of Collaborative Communities
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New Models of Citizen Engagement: Wikinomics and Obama
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The Arab Spring
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THE
TECHNOLOGICAL
REVOLUTION
THE NET
GENERATION
THE
SOCIAL
REVOLUTION
THE
ECONOMIC
REVOLUTION
Drivers for Change
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The Economics of Collaboration: New Competitive Space
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The Economics of Collaboration: New Competitive Space
Business
Webs
Extended
Enterprise
Industrial Age
Corporation
VALUE
CREATION
Mass
Collaboration
Physical Financial Networked Intelligence CRITICAL RESOURCES
Self-
Organization
Traditional
Hierarchy
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A 50-year-old mining
company creates an
Ideagora (open market
for uniquely qualified
minds) to explore the
extent of a rich new find.
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Ideagoras (Open Markets for Innovation)
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Inno-360.com
Ideagoras (Open Markets for Innovation)
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Drivers for Change
THE
TECHNOLOGICAL
REVOLUTION
THE NET
GENERATION
THE
SOCIAL
REVOLUTION
THE
ECONOMIC
REVOLUTION
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A Burning Platform for Change
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Five Principles for Marketing in the New Age
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The 4 P’s of Marketing
The New Practice of Marketing
Consumer Experiences Product
Place
Price
Promotion
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Stage
Experiences
Make
Goods
Deliver
Services
Customization
Commoditization Commodities
Extract
Stage
Transformations
Customization
Customization
Commoditization
Commoditization
Source: B. Joseph Pine II and James H. Gilmore,
The Experience Economy: Work Is Theatre & Every Business a Stage,
(Boston: Harvard Business School Press, 1999), p.72. © 1999 Strategic
Horizons LLP
Consumer Experiences Transformational Relationships
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41 | © 2012 The Tapscott Group. All Rights Reserved.
Consumer Experiences
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The 4 P’s of Marketing
The New Practice of Marketing
Consumer Experiences Product
Place
Price
Promotion
Anyplace (From market place, market space to market face)
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Anyplace
Online Everywhere
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44 | © 2012 The Tapscott Group. All Rights Reserved.
Place is still important
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mint.com
Anyplace
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46 | © 2012 The Tapscott Group. All Rights Reserved.
metail.com
Anyplace
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grocerygateway.com
Anyplace
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Anyplace
google.com/glass
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Anyplace
mint.com
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shop.ca
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ups.com/mychoice
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squareup.com
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The 4 P’s of Marketing
The New Practice of Marketing
Consumer Experiences Product
Place
Price
Promotion
Anyplace (From market place, market space to market face)
Discovery Mechanism for Price
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ebay.com
Discovery Mechanism for Price
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groupon.com
Discovery Mechanism for Price
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demeure.com
Discovery Mechanism for Price
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exchangesolutions.com
Discovery Mechanism for Price
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The 4 P’s of Marketing
The New Practice of Marketing
Consumer Experiences Product
Place
Price
Promotion
Anyplace (From market place, market space to market face)
Discovery Mechanism for Price
Engagement
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Engagement: The Wikinomics Playbook
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The Music Industry
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Prosumers: Turning customers into producers
threadless.com
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65 | © 2012 The Tapscott Group. All Rights Reserved.
Engagement: Doritos Crash the SuperBowl Contest
crashthesuperbowl.com
65 | © 2012 The Tapscott Group. All Rights Reserved.
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66 | © 2012 The Tapscott Group. All Rights Reserved.
Engagement: Doritos Crash the SuperBowl Contest
crashthesuperbowl.com
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67 | © 2012 The Tapscott Group. All Rights Reserved.
Engagement: Doritos Crash the SuperBowl Contest
crashthesuperbowl.com
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Knix Wear
68 | © 2012 The Tapscott Group. All Rights Reserved.
Engagement: Venture Capital 2.0
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The 4 P’s of Marketing
The New Practice of Marketing
Consumer Experiences Product
Place
Price
Promotion
Anyplace (From market place, market space to market face)
Discovery Mechanism for Price
Engagement
Brand
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70 | © 2012 The Tapscott Group. All Rights Reserved.
Brand Architecture
70 | © 2013 The Tapscott Group. All Rights Reserved.
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The New Brand: Having your cake and eating it too.
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The 4 P’s of Marketing
The New Practice of Marketing
Consumer Experiences Product
Place
Price
Promotion
Anyplace (From market place, market space to market face)
Discovery Mechanism for Price
Engagement
Brand
![Page 73: MARKETING IN THE AGE OF NETWORKED INTELLIGENCE · MARKETING IN THE AGE OF NETWORKED INTELLIGENCE . Wikinomics 2007 . The Current Crisis . MacroWikinomics 2012 . A Turning Point in](https://reader035.vdocument.in/reader035/viewer/2022062916/5ebb07aad1aebb68b42eeb9f/html5/thumbnails/73.jpg)
The 4 P’s of Marketing
The New Practice of Marketing
Consumer Experiences
Anyplace (From market place, market space to market face)
Discovery Mechanism for Price
Engagement
Brand
![Page 74: MARKETING IN THE AGE OF NETWORKED INTELLIGENCE · MARKETING IN THE AGE OF NETWORKED INTELLIGENCE . Wikinomics 2007 . The Current Crisis . MacroWikinomics 2012 . A Turning Point in](https://reader035.vdocument.in/reader035/viewer/2022062916/5ebb07aad1aebb68b42eeb9f/html5/thumbnails/74.jpg)
A Turning Point in History: Rebooting our Institutions
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Paradigm shifts involve dislocation, conflict, confusion,
uncertainty. New paradigms are nearly always received with
coolness, even mockery or hostility. Those with vested
interests fight the change. The shift demands such a
different view of things that established leaders are often last
to be won over, if at all.
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Google Confidential and Proprietary
Don Tapscott
www.dontapscott.com
twitter: @dtapscott
(416) 863-8801