your company has 3 years to redefine its place in this new world
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Your company has 3 years to redefine its place in this new worldTRANSCRIPT
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Your company has 3 years to redefine its place in this new world.
The Facebook-only problem.
Turning data into profit: the golden rules for every forward-thinking CMO.
Your company has 3 years to redefine its place in this new world.
• 8 Trends to be reckoned with.
• Where do you personally stand when it comes to change
• And how about your company?
• The way people decide today.
• The digital-physical blur.
• Marketing revolution needed to catch up with technology?
8 trends to be reckoned with
Intelligently on
My analytics
Value me
€
Right to anonymity
Niche networks
Creator culture
Age of serendipity
Enhancing the real
Where do you personally stand when it comes to change?
The Rise Of The Mobile-Born
pollev.com/bbdo
1
Netflix
2
3
Showrooming
4
Omnichannel
5
Anticipatory computing
And how does your average advertiser deal with change?
The gap
• Seek pleasure - Avoid pain• Seek hope - Avoid fear• Seek social acceptance - Avoid rejection
B = MAT
A > M
79% of smartphone owners check their device within 15 minutes of waking up every morning.
Fully one-third of Americans say they would rather give up sex than lose their cell phones.
A 2011 university study suggested people check their phones 34 times per day.
However, industry insiders believe the number is closer to an astounding 150 daily sessions.
Face it, we’re hooked.
The barriers of business organizations
“The bigger a business becomes, the more complicated decision-making gets, and the easier it is to lose connection to customers and consumers.”
Netflix now has more paying subscribers in the United States than HBO
How will your company use the next three years to redefine its place in this new world?
The way people decide today
Perfect Information
80% of store shoppers check prices online. [A third of them do so while on a phone inside a store]
Best Buy, own research
64% of customers use both in-store and online channels when shopping at John Lewis. 20% use in-store only, 16% online only.
John Lewis
What does that mean for brands?
Awareness Perceived Quality Mental Associations Loyalty
Brand Equity
The influence of ‘relative forces’ (such as branding, loyalty and positioning)
that used to drive predictions of the experienced quality of things is, for numerous products and services, rapidly declining.
The digital-physical blur
People do what they do.[and if that thwarts your marketing plan, it’s your loss]
Physical blurring into digital
Philip Lange / Shutterstock.com
Behavioral targeting in the real world.
Wi-Fi Triangulation Radio Beacons Led Lights Magnetism Maps Sensor Tracking
Digital blurring into physical
The presence of physical stores gives confidence.
Immediate gratification
Anticipatory computing
Marketing revolution needed to catch up with technology?
As a marketer, do you recognize that the times are changing?
And have you adjusted your marketing strategy accordingly?
Awareness Perceived Quality Mental Associations Loyalty
Brand Equity
P O
M
P O
M
O is taking over
How do you align your marketing strategy with the way consumers make decisions?
O M
It takes a network to serve a network.
Communicating through others
“If the rate of change on the outside exceeds the rate of change on the inside, the end is near."
“Innovation is marketing, only harder, because you start with a blank piece of paper.”
Aka.ms/marketingimmersion
14 May
The Facebook-only problem.
23 May
Turning data into profit: the golden rules for every forward-thinking CMO.
19 Sep
Thank you!
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Texting by Luis Prado from The Noun Project
Texting by Luis Prado from The Noun Project
Texting by Luis Prado from The Noun Project
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