the connected marketer: a unifying approach for understanding & managing digital transformation....
TRANSCRIPT
TheConnectedMarketer:AUnifyingApproachforUnderstanding&ManagingDigitalTransformation
connecteddevices&services- constantlyconnected.
constantconnection- connectedness.
connectedness- behaviouralchange.
ThisleadstotheriseofTheConnectedMarketer
TheConnectedIndividual
@connectedMRKTR
connected shopperconnected consumerconnected patientconnected voterconnected individual
@connectedMRKTR
Connected devices and services have caused and enabled us to to have constant, ubiquitous connectivity.This has made us all digital dependents.
@connectedMRKTR
The knowledge that you are living in a state of constant connectivity is more important than the means of connection.
@connectedMRKTR
We live and function inMicro-moments
@connectedMRKTR
Never disconnected
Physical & Digital connections are the same thing
@connectedMRKTR
Internet of Things.Internet of Everything.Internet of Me.
@connectedMRKTR@connectedMRKTR
“When 5 billion customers shift their habits, you shift with them.”
Marc Pritchard, Chief Brand Officer at Procter & Gamble
@connectedMRKTR
From desktop to mobile
65% of all digital media time is mobile
@connectedMRKTR
From channels to direct sales
@connectedMRKTR
From product to service
@connectedMRKTR
From ownership to access
@connectedMRKTR
From advertising to engagement
18% of Americans have installed ad blockers
@connectedMRKTR
From rented to owned
1.2 bnMonthly Average Users
>2%Organic reach
@connectedMRKTR
From segments to profilesSegments
Personas
Profiles
@connectedMRKTR
From mass to personalised
47% of US marketers have an ABM strategy in place
@connectedMRKTR
From quantified self to quantified consumer
@connectedMRKTR
From actuarial to actual
@connectedMRKTR
These go to 11@connectedMRKTR
Artificial Intelligence is
going to change
everything (again)
@connectedMRKTR
All of these trends are interconnected and
interdependent
@connectedMRKTR
Digital transformation is really about recognising, accepting and reacting to change.
@connectedMRKTR
“It is change, continuing change, inevitable change, that is the dominant factor in society today. No sensible decision can be made any longer without taking into account not only the world as it is, but the world as it will be.”Isaac Asimov
@connectedMRKTR
EXPLORE
10%EXTEND & ENHANCE
20%
Know
led
ge o
f Mar
ket &
Ind
ivid
ual
Capabilities (people, process, technology)
EXECUTE
70%
@connectedMRKTRCopyrightmCordisLtd2017
What is their need?
@connectedMRKTR
Startwiththeindividual.
MarTech needs it’s own Rosetta Stone
@connectedMRKTR
The Connected Marketer Framework
Manage The Four Human Dimensions
HUMAN DIMENSIONS
4
Focus on Four Key Tasks
KEY TASKS
4
Master Seven Layers Of
Connectivity
LAYERS OF CONNECTIVIT
Y
7
@connectedMRKTRCopyrightmCordisLtd2017
Four Key Tasks
@connectedMRKTR
Build Understanding
Source:iconarchive@connectedMRKTR
Enable:Connect, Engage, Influence& Transact
@connectedMRKTR
Remove barriers to engagement
Image: smithsonian@connectedMRKTR
Be of service@connectedMRKTR
The Connected Marketer creates merged and synchronised physical, digital, emotional and sensorial products and services…...
....that solve customer problems
@connectedMRKTR
programmed by:
In association with:
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