solvay marketing of the future 08122016

Brussels, December 8, 2016Marketing of the FutureRenout van Hove

/Renout

ThoMster Class on The Future of Marketing – December 8, 20162


“Marketing of the future?

A. Intro: the rise of the new customer

B. What Trump has to do with marketing?

C. What happens if you don’t adapt?

D. What are the big game-changing trends to watch?

E. So, what is the impact on the marketer of the future?

3


To reach 50 million users it took…

38 year

14 year

4,5 year

2 year

35 days

4 months

1 week


21.8 billion

5


A Transformation in Customer Engagement

MassMarketingFocus on the

message

TransactionalMarketing

Focus on the transactions

EngagementMarketing

Focus onlong-term

relationships


The aim of Marketing is to know and understand the

customer so well the product or service fits him and sells

itself


Vision eats market research for

breakfast


4MAIN BEHAVIOR TRENDS

That dictate new customer behavior


#1 Instantgratification


Hyperconnected#2


#2 Hyperconnected


Disrupting conventionalbusiness models

#2 Hyperconnected


#3 Hyperpersonalization

Right time, right device, right channel in the right context


Why on earth did IBM buy all weather data on the planet?

Contextual Convenience#4


Contextual Convenience#4


# Contextual Convenience


“Marketing of the future? Embrace technology?”






19


What do the US elections have to do with Marketing of the future?!

20

The power of traditional media is fading


The loyal customer is dead

What do the US elections have to do with Marketing of the future?!


What do the US elections have to do with Marketing of the future?!What do the US elections have to do with Marketing of the future?!








23


What do these brands have in common?

24

“Companies have to adapt to the requirements of the market, even if that means competing with themselves.. – Avi Dan


This is a result of the super speed development in technology we have today


New market players: expect to be disrupted

Uber, the world’s largest taxi company, owns no vehicles

Facebook, the worlds biggest media company, creates no content

Alibaba, the world’s most valuable retailer, has no inventory

AirBnB, the worlds largest accommodation provider, has no real estate


The tactics of the past

no longer apply








28

ThoMster Class on The Future of Marketing – December 8, 2016 29

The biggest game changer of all: Artifiical Intelligence


The next rembrandt movie AI

30


Welcome to the age of the customer

31

ThoMster Class on The Future of Marketing – December 8, 2016 32

AR and VR are here to stay


What do these guys have in common?

33


They all opened physical stores after they disrupted that market

34


Amazon go movie

35








36


Marketing has changed forever

Brand Marketing Sales driven Marketing

Mass Advertising 1:1 dialogue

Campaigns Continues dialogue

Intuition Data Driven Prediction

Sales vs Marketing Sales + Marketing


Earn the interest of customers instead of buying themMarketers need to earn the interest of customers instead of buying them

Outbound Marketing

PUSH marketing

You BUY your customers

By paying for ads, e-mail lists, using PR or

sales people

PRODUCT centric

More traditional media

Inbound Marketing

PULL marketing

You EARN your customers

By publishing relevant content

that pulls right customer to your product/service

USER centric

Online media


Engagors

Strangers

Visitors

Leads

Consider

Catch

Convince

Close

ContinueCustomers

TOFU

MOFU

BOFU

TOP OF THE FUNNELThought leadership &

enjoyable content to buildbrand awareness, and

desire

Blog, e-books, research data, funny videos, curated lists, infographics,

webinars

Inbound marketing is about educating potential customers and solving their problems through every phase of the marketing & sales funnel


Engagors

Strangers

Visitors

Leads

Consider

Catch

Convince

Close

ContinueCustomers

Buying guides, RFP templates, ROI

calculators, definitive guides, analyst reports …

MIDDLE OF THE FUNNELTools that help buyers find you when they are looking

for solutions

TOFU

MOFU

BOFU



Engagors

Strangers

Visitors

Leads

Consider

Catch

Convince

Close

ContinueCustomers

Pricing, demos, services

information, 3rd party review,

customer case studies …

BOTTOM OF THE FUNNELCompany-specific information

to help evaluate & reaffirm selection

TOFU

MOFU

BOFU



42

Has a clear content strategy towards clients and prospects 41%

Has content that helps prospects figure out the best solution for their needs39%

Has defined content personas to whom he delivers specific content34%

Indicate the level of maturity of statements about contentN=266

Content is King 🤘


43

First-party data used to target customers50%Data is centrally organized and managed in the organization 45%

Data drives almost every decision that our marketing team makes 32%

Third-party data used to target customers28%

Indicate the level of maturity of statements about dataN=238

In data you shall trust 😀


In data you shall trust 😱


The tactics of the past do not apply anymore

Customers/Consumers:

It provides more personalized messages (of more value) at the right time, the right device and the right place. So when it’s time to choose, they choose you.

Marketers/Sales:

It saves time, improves efficiency and increases productivity. Enables understanding of customers, pin-point opportunities, measure performance, ties marketing activities to business results.

Marketing Automation refers to a software ecosystem that enhancesexperiences to create business impact:


Technology can help marketers a lot, but remember: don’t be creepy…


Implementing Marketing Automation requires a good change management

Managing marketing automation, which of the following competencies are relevant and crucial? (N=225, multiple answers)

Marketing teams of the future require following talents: