1.2013 : The end of digital marketing ?Client Afternoon 25.04.2013

2. THE CHANGING GAME 3. Entering a new eraSource : Gartner 4. Future consumers only know digital 5. NEW MARKETING CHALLENGES 6. #1 - We are living in a period of disruptionDigital disruption is the result of a rising class of disruptors who exploit digital tools and platforms to offer new value to customers. Previously known as a threat only to easily disruptable businesses like music or newspapers, now every major industry is about to be digitally disrupted 7. UNINTENDED DISRUPTION FROM GOOGLE 8. #2 Content strategies and social strategies will mergeCMOs will have to overcome the current divide between digital marketing and brand marketing to successfully develop and implement compelling brand experiences. 9. In social, we learned how important content generation is. We didnt understand how much content we need to produce. It is the currency of the social experience Jim Farley CMO Ford Motors 10. A COMMUNITY THAT GOES FAR BEYOND PRODUCT AND PRICE 11. BRANDS BECOME PUBLISHERS 12. #3 Putting customers at the center of your businessCMOs must select and prioritize what the visible value is for each touch point to consistently deliver against the brand promise and generate lasting preference. 13. THE 4 Ps MAKE ROOM FOR THE 4 As 14. GREAT CUSTOMER EXPERIENCE FOR ALL SEGMENTS 15. DIGITAL TO ENHANCE THE SHOPPING EXPERIENCE 16. WHAT DOES THIS MEAN FOR YOU? 17. We are entering a world where digital innovation is merging with traditional marketing fundamentals to create new approaches, new brand leaders, and new models for success." 18. 1. Lead with customer-thinking first We are entering a world where digital innovation is merging with traditional marketing fundamentals to create new approaches, new brand leaders, and new models for success." 19. 2. Understand your assets to leverage your social media presence 20. 3. Redefine the rolesAll the really cool stuff for the Chief Customer Experience Officer 21. The end of digital marketing ? Better : the start of a new marketing eraClient Afternoon 25.04.2013