"Novo cenário da comunicação global" / Marketing Inflection Point 8 principles for success: 1) We can´t generalise any more ..need to plan segmented 2)Tipping Points: Customer expectations being disrupted 3)Need to contextualise change for our prospect 4)Be organised: Conscious competence 5)You & Me: New roles & New competition 6)We need to build value added services to have a differential 7)We all need to be curious and proactive 8) New specialist career opportunities

1. "Novo cenário da comunicação global" /
Marketing Inflection Point
@FGV 12-10-2011
PAGE 1

2. ´"Novo cenário da comunicação global" /
Marketing Inflection Point´
1. We can´t generalise anymore: Segmentation
2. Tipping Points: Customer expectations
3. Be organised: Conscious competence
4. Building Capabilities / Roadmaps
5. You & Me: New roles & New competition
PAGE 2

3. We can´t generalise anymore: Segmentation
PAGE 3

4. Evangelism counter productive – Not Armegeddon
PAGE 4

5. Change is managable – Needs to be contexualised
PAGE 5

6. We have hindsight advantage – ripples of disruptions
PAGE 6

7. Constant new proposals – disrupting expectations

8. Disruptors create a tension while customers
re-evaluate their needs
Form Price Timely
Personal Available
Choice Approachable
Control Responsive
Sustainable Sympathetic
Useful Synergistic
Atractive Innovative
Usable Social Intuitive

9. Over time the disruption loses its effect and the
ecosystem returns to a new equilibrium
Form Price Timely
Personal Available
Choice Approachable
Control Responsive
Sustainable Sympathetic
Useful Synergistic
Atractive Innovative
Usable Social Intuitive

10. Each individual decision has a different balance of
factors – its own ecosystem equilibrium

11. In mass marketing, we assume that disruption to
one category affects all decisions equally

12. In reality disruption affects different categories at
different times and rates

13. In reality disruption affects different categories at
different times and rates

14. Tipping Points: Customer expectations
PAGE 14

15. The Digital Era is..... About change... Tipping points
Tipping points
Where value
proposition of new
causes permanent
expectation change

16. Not black and white – shades of digital
People < 45 years old People > 45 years old
A
Digital
B
Socio Ecomimic level
Natives
Digital
C Immigrants
D Traditionals
E
50 45 40 35 30 25 20 15 10 5 5 10 15 20 25 30 35 40 45 50
Millions of People - Brazil

17. Each group have different expectations/ behavior
Exploration
Experiences
Digital natives Opt Out
Connection
Insecure
Control
Immigrants Opt In
Intuitive
Show it to me
Traditionals Keep it simple

18. A mixture of Online & Offline conversations:
Old Places
Conversations
Digital natives
New Places
Letters Instant Messaging
Tupperware Parties Social Networking
PTA Meetings Blogging
Immigrants
Political Rallies Email
Conventions Message Boards
Telephone Podcasts
Customer service Apps
lines
Traditionals
Traditional media

19. Be organised: Conscious competence
PAGE 19

20. The road to success: Curiosity and understanding
Unconsciously - Consciously - Unconsciously - Consciously -
Incompetent Incompetent Competent Competent
Brilliant, but can´t tell
I know it´s wrong,
Don´t know what you how I got there – Learn from mistakes
but I don´t want to
I dont know solutions not scalable Architected solutions.
change
or replicable

21. So much happening……………
Mapping / Lacation& Application: Advanced Design
WebsiteCustomer Relationship Strategy
Promotions
Integrated sponsorships / QR Codes / Based
packages
Value/ based segmentation mapping
Customer journey eCommerce
Affiliate Deals / Website Design Basic Ads
Dynamic messaging optimisation
Behavioural Targetting / Contextual
Mobile / WirelessConfigurators / simulators integration packages / Ad networks
/ In Car / AugmentedPR integration Mass advertising campaigns
Social
EventsIntegrated digital / traditional tactics – e.g. unified presentations
Media
Direct Marketing
Micro Sites / Hotsites
Basic
Social Marketing / Blogs / Call Centres / Telemarketing
Web Sites / Search Engine Optimisation Simulation / Collaboration Site Maintenance
Forums and events
tools Marketing
Database
Distributed Content
Content planning / architectures Cluster targeting
Email Toolkits & Playbooks
Consumer Generated Content / Crowdsourcing
Search Engine Marketing /Behavioral & Contextual Targeting Data capture / management
Aggregation tools for commentsdemographic
Target segmentation - / SEO links Call Centres
Product experience reporting tools targeting Syndicated Content segmentation – demographic
Paid Search
/ proprietary events Product Sampling / Simulcasts
Governance / Demographic Content / (ARG) Target
Content versioning
Capability roadmaps Branded
Online WOM : Viral Marketing
Web Analytics: Adv.Advertising
Banner - Clear success metrics
Desktop Tools - Softwares / Skins / Widgets test and learn
Sponsorships / Product Placement Supply Chain Integration Basic
Web Analytics: Adv. Traditional Mass Media
ServicesattributionGaming
Physical / online
/ Apps / analysis
Crowdsourcing
Traditional / Digital Strategy Integration Of SaleConsumer voting / comments
Point / Kiosks / Shopper Marketing
Basic message integration
Edugaming / Advergaming Search engine marketingTechnical innovation stunts
Consumer journey mapping Promotions
Instore signage / installations / integration
StreamingLoyalty programs
Video / Audio
Database consolidation Custom events
Process automation Core idea focussed & links between actions
Intermediary Strategic Integration
Integrated marketing communications
Seeding Innovation Domain strategy
Isolated tactical actions Fully Integrated Planning
Strategic toolkits planning
Connection Process integration
Proprietary tools / interfaces Custom tools
Store in store
Social networks talkability tracking Simple Direct e.g.Search Engine MarketingConsumer Generated Content
Endomarketing
Channel planning E mail marketing
Web Analytics: Advanced Database mining and marketing
Cross-Media Measurements
Lead management
Communications platforms Party brands / equity
Target segmentation –Third
Integrating behavioural
In-store integration e.g. sales data Data analytics
eLearning / games / roleplay
Viral / Stunts
Logistics solutions
Attribution Analysis Basic Dashboards Ongoing plots e.g. Games / storytelling
Data driven insights Data Collection
Conversation tracking & mapping
Self serve configurators
Message segmentation Search Engine Optimisation
Data Modelling
Conversation projection / stimulate topics
Calendar of conversation topics / Story CMS (Content Management Systems)
Service Development
Search Engine Optimisation
Data projection
Product Research & Development
Advanced profiling segmentation – behavioural
Target
E-Learning basic
Emerging Content R&D
Behavioural / Automated profiling
Advanced optimisation Tactical hotsites / tactics
Product Development Test and learn structures Decentralised content distribution: existimng 3rd party sites / toolsRetargetting / remarketing
Yield management systems Open source content alliances
Behavioral & Contextual Targeting
Cross platform applications Advanced Dashboards
Contextual offers AD Network integration
Enterprise Solutions Loyalty programs
Database mining and marketing Basic direct response
V 3.1 4-10-11

22. Start by sorting the information……….
Tactics
Edugaming / Advergaming Promotions Point Of Sale / Kiosks / Shopper Marketing
Traditional Mass Media
Sponsorships / Product Placement Services / Apps / Gaming
Banner Advertising Desktop Tools - Softwares / Skins / Widgets Branded Content / (ARG)
Product Sampling
Search Engine Marketing / Paid Search Email Syndicated Content / Simulcasts Call Centres
Consumer Generated Content / Crowdsourcing
Micro Sites / Hotsites Web Sites / Search Engine Optimisation Social Marketing / Blogs / Call Centres / TelemarketingDatabase Marketing
Events Direct Marketing
Mobile / Wireless / In Car / Augmented Behavioural Targetting / Contextual Ads
Affiliate Deals / eCommerce
Viral Streaming Video / Audio
/ Stunts QR Codes / Mapping / Lacation Based
Strategies
Promotions Intermediary Strategic Integration
Integrated sponsorships / packages & Application: Advanced Design
Website
Value based Customer Relationship Strategy
segmentation
Dynamic messaging / optimisation
Customer journey mapping
Website Design Basicpackages / Ad networks
ConfiguratorsPRsimulators
/ integration Media
Basic Integrated digital / traditional Social integration Mass advertising campaigns
tactics – e.g. unified presentations
Simulation / Collaboration tools
Forums and events Site Maintenance
Content planning / architectures
Distributed Cluster
Content
Aggregation tools for comments / SEOtargeting
demographicContextual Targetingcapture / managementPlaybooks
Target segmentation -Behavioral links Toolkits &
& Data
Target Governance //–proprietary events
segmentation reporting roadmaps
demographic
Product experience Capability tools targeting
Demographic
Web Analytics: Adv.:-Viral Marketingmetrics learn
Clear success
Online WOM Analytics: Adv. testChain Integration Content versioning
Web Basic
Search and comments Crowdsourcing
Supply engine marketingTechnical Physical / online attribution analysis
Consumer
BasicCore idea signage / & links
message integration /between actions Integration innovation stunts
Traditional voting ConsumerDatabasemapping
Digital Strategy events
Instore focussed installations / journey consolidation / integration
Custom automation
Integrated marketing communications Processplanning Strategic toolkits
Isolated tactical actions Connectiontactics
Data interfaces
driven insights Seeding integration strategy
Innovation Loyalty Custom tools
Process Domain Integrated Planning
Proprietary tools / Tactical hotsites / programsStore
Fully
talkability tracking
Consumer Simple Search Engine Marketing in store
Endomarketing
Social networksChannel planning Generated Content Direct e.g. E mail marketing
Web Analytics: Advanced Database mining and marketing
Cross-Media Measurements
Target segmentation – platforms / equity
Integrating Third Party brands
Communications behavioural eLearning / games / roleplay Lead management
Decentralised content distribution:Behavioral 3rd party sites /
Logistics solutions existimng & Contextual Targeting
Data analytics
toolsRetargetting / BasicIn-store /Attributione.g. sales data
Ongoing plots e.g. trackingintegration Analysis
remarketing &response
Basic direct storytelling
Dashboards
Games
Message segmentation projectionConversationSearchData Collection
Conversation topics serve mapping
Self Engine Optimisation
/ stimulateE-Learning basic configurators
Calendar of conversation topics / Story
Service Development Target segmentation – behavioural Modelling
Advanced CMS Research &Engine Optimisation
Product (Content Management Systems)
profilingSearch projection Data
Advanced optimisation Development
Data
Emerging Content R&D
Product DevelopmentAutomated profilingstructures
Behavioural / source content alliances
Open Test and learn management systems
Yield
Cross platform applications
Advanced Dashboards
AD Network integration Contextual offers Enterprise Solutions
Database programs marketing
Loyalty mining and
V 3.1 4-10-11

23. Start by sorting the information……….
Tactics
Edugaming / Advergaming Promotions
Traditional Mass Media Sponsorships / Product Placement Point Of Sale / Kiosks / Shopper Marketing Services / Apps / Gaming
Banner Advertising Product Sampling Desktop Tools - Softwares / Skins / Widgets Branded Content / (ARG)
Search Engine Marketing / Paid Search Email Syndicated Content / Simulcasts Call Centres
Events
PAID
Micro Sites / Hotsites Web Sites / Search Engine Optimisation OWNED Generated/ Content / Crowdsourcing EARNED
Consumer
Social Marketing / Blogs Call Centres / Telemarketing
Database Marketing
Direct Marketing
Streaming Video / Audio Mobile / Wireless / In Car / Augmented Affiliate Deals / Behavioural Targetting / Contextual Ads eCommerce
Viral / Stunts QR Codes / Mapping / Lacation Based
Strategies
Content versioning Database consolidation / integration Physical / online attribution analysis Website Design Basic
Intermediary Strategic Integration Process automation Strategic toolkits Store in store Site Maintenance
Website & Application: Advanced Design Product Research & Development Web Analytics: Advanced Fully Integrated Planning Target segmentation – demographic
Customer Relationship Strategy Innovation Behavioral & Contextual Targeting Database mining and marketing Domain strategy
Customer journey mapping Data projection Cross-Media Measurements
Process integration Loyalty programs Search Engine Marketing
Value based segmentation In-store integration e.g. sales data
Social integration Custom tools Simple Direct e.g. E mail marketing
Dynamic messaging / optimisation Attribution Analysis Connection planning
Configurators / simulators
Data capture / management Mass advertising campaigns Distributed Content Communications installations
Instore signage / platforms
Traditional / Digital Strategy Integration Simulation / Collaboration tools Standard content formats Data driven insights Open source content alliances
Integrated marketing communications Toolkits & Playbooks Media packages / Ad networks Channel planning Behavioral & Contextual Targeting
Core idea focussed & links between actions Capability roadmaps Basic executional measurement Integrating Third Party brands / equity Emerging Content R&D
Ongoing plots e.g. Games / storytelling Endomarketing Demographic targeting Web Analytics: Adv. - Clear success metrics Custom branded content
Search engine marketing
DISCOVERY CONVERSATION
Governance / reporting tools TRANSACTION
Tactical hotsites / tactics
ENTERPRISE
Content planning / architectures Product experience / proprietary events
Cluster targeting Yield management systems Advanced profiling Calendar of conversation topics / Story (BUSINESS PROCESSstunts
(MASS MARKETING)
Isolated tactical actions (SOCIAL MARKETING) (PERFORMANCE MARKETING) Technical innovation
Basic Dashboards AND PRODUCT INNOVATION)
Behavioural / Automated profiling Aggregation tools for comments / SEO links Consumer Generated Content
Basic test and learn
Logistics solutions Contextual offers Conversation tracking & mapping
Decentralised content distribution: Conversation projection / stimulate topics
Data analytics AD Network integration Web Analytics: Adv.
existimng 3rd party sites / tools Proprietary tools / interfaces
Cross platform applications Database mining and marketing Data Collection
Target segmentation - demographic
) Consumer voting / comments
Self serve configurators Loyalty programs Search Engine Optimisation
Message segmentation Consumer journey mapping
Test and learn structures Online WOM : Viral Marketing Seeding
Target segmentation – behavioural Custom events
Promotions Basic message integration Advanced optimisation
Lead management Supply Chain Integration
Basic Integrated digital / traditional Social networks talkability tracking Advanced Dashboards
Basic direct response Crowdsourcing
tactics – e.g. unified presentations PR integration Service Development
Search Engine Optimisation Enterprise Solutions
Integrated sponsorships / packages Target segmentation – behavioural Data Modelling
Retargetting / remarketing Product Development
Forums and events eLearning / games / roleplay
V 3.0 28-8-11 V 3.1 4-10-11

24. Building blocks for digital experience
TRANSACTION ENTERPRISE
DISCOVERY CONVERSATION (PERFORMANCE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) AND PRODUCT
MARKETING)
INNOVATION)
Productivity / UX /
Capture attention / Build afinity / Close sale /
Engagement /
Strategic function Create demand / Reduce barriers / Commerce /
Motivation /
Visibility Feedback / Agility Conversion / Efficiency
Stakeholder Confidence
Awareness /
Level of demand Consideration
Consideration / Intent Intent / Purchase Loyalty / Brand Love
Segmented groups / Segmented groups /
Targetting Collective / mass
cluster
Molecular / Individual
cluster
Usability Low / Medium Medium / High Extreme High
Paid Earned Owned / Owned /
Content Distribution Distribution On demand On Demand
90% Distribution 10% Distribution 30% Distribution 10% Distribution
Budget 10% Content Creation 90% Content Creation 70% Content Creation 90% Content Creation
V 3.1 4-10-11

25. 4 Pillars of digital experience...
DISCOVERY CONVERSATION TRANSACTION ENTERPRISE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING)
AND PRODUCT INNOVATION)
BASIC CAMPAIGNS
ISOLATED TATICAL
Increasing sophistication
ACTIONS
WEBSITE DESIGN BASIC
SITE MAINTENANCE
ORGANISATIONAL
CAPABILITIES
INTEGRATED BRAND
BUILDING MARKETING
CRM
LOYALTY PROGRAMS
ECOMMERCE
CUSTOM TOOLS
SERVICE / PRODUCT
INNOVATION
Increasing sophistication
V 3.1 4-10-11

26. Be organised: Conscious competence
PAGE 26

27. We know the purchase dynamic has changed.
THEN THE CONSUMER FUNNEL NOW THE CONSUMER DECISION JOURNEY
EVALUATE
MANY BRANDS BOND
FEWER BRANDS
THE LOYALTY
FINAL CHOICE
LOOP
BUY ADVOCATE ENJOY BUY
PAGE 27

28. We dont know when the consumer will enter process
Not actively considering Aware of need
Relevance Engagement
Shopping
Purchase
Using and evaluating
Ownership
7 Years
PAGE 28

29. New options facilitating an investment shift from
demand generation to more persistent environments
Reach
Build Awareness Persistent environments
Building Block #1 Building Block #2 Building Block #3 Building Block #4
Building reach Building Rapid Reach Building Frequency Continuity &
Push a message out to Secondary Media Reinforce message Always On content
prospects
Internet Internet Internet
Pay TV Pay TV Social marketing
Open TV Weekly mag Magazine Magazine
Cinema Video Projects POS
PR OOH Aps / Services
Email
V 3.1 4-10-11

30. Content Ecosystem that link: Paid, Owned & Earned
OWNED
FEEDBACK EMAILS
CRM PROGRAM
NEWSLETTERS
SAC (DIGITAL)
ECOMMERCE
PACKAGING
EXTRANET
SAMPLING
COMPANY
SUPPORT/
HOTSITES
WEBSITE
APPS
DISPLAY MEDIA FORUM
PERFORMANCE
BLOGS
(OLA, SEM, CPR)
SPONSORSHIP / CROWDSOURCED
PROD.PLACEMENT CONTENT
DR, DM, EMAIL
REVIEW SITES
MKT
GAMES / TOOLS /
EARNED
WIKIPEDIA
SERVICES ENGAGEMENT
PAID
MOBILE HUB
SOCIAL NET. SITES
(ADS, APPS, SEM)
ORGANIC
YOUTUBE
(SEO, PR)
AFFILIATE DEALS,
TWITTER
EXCHANGES
DIGITAL DISPLAYS
FLICKR/ PICASA
POS
PROMOTIONS & SYNDICATED
EVENTS, STUNTS CONTENT
ALL PLACES CONSIDER: WEB BROWSER, MOBILE BROWSER AND MOBILE APP
V 3.1 4-10-11

31. Build Detailed Content Ecosystem & Experience Maps
PUSH NOTIFICATIONS BLUE BOX SOCIAL INTEGRATION .COM
ACTIVATION
BE BE BE BE BE CE
BE UA UA
FB.COM/ @AMERICANEXPRE FB.COM/MEMBERSP CURRENCY.CO
YOUTUBE M
AMEX SS ROJECT
NEWS FEED. E-HUB
Distribution/ Deals UA
Syndication
MYCA
MEDIA/DRIVERS
UA
BE
FACEBOOK.COM/
FB MEDIA ACTIVATION
(MTV, LIKE, SPIN)
“Like” ZYNC ZYNC CENTER
89K FANS TO
CE
DATE
DIGITAL MEDIA
BE CE C UA
CE
ORGANIC
Incentive
(SEARCH, EDITORIAL, UGC) ENGAGEMENT HUB
C CE CE C
PERFORMANCE MEDIA
C CE
APPLY CENTER
DIRECT MAIL (CALL CENTERS)
CE
BROADCAST MEDIA
(TV, OOH, PRINT, RADIO)
DIRECT INDIRECT PROPOSED
CM P CM + P
31
V 3.1 4-10-11

32. Building Capabilities / Roadmaps

33. Sequencing Needs
DISCOVERY CONVERSATION TRANSACTION ENTERPRISE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING)
AND PRODUCT INNOVATION)
• Mass advertising campaigns • Website Design Basic • Process integration
Entry
•
•
•
Standard content formats
Media packages / Ad networks
Basic executional measurement
Currently
• Isolated tactical actions
• Basic test and learn
• Decentralised content distribution:
•
•
•
Currently
Site Maintenance
Target segmentation – demographic
Domain strategy
•
•
•
Currently
Social integration
Data capture / management
Simulation / Collaboration tools
• Demographic targeting existimng 3rd party sites / tools • Search Engine Marketing • Toolkits & Playbooks
• Tactical hotsites / tactics Here
• Target segmentation - demographic • Here
Simple Direct e.g. E mail marketing • Here
Capability roadmaps
Currently • Instore signage / installations • Endomarketing
Here
• Test and learn structures
• Online WOM : Viral Marketing
•
•
CMS (Content Management Systems)
Message segmentation
• Basic message integration
• Promotions • Target segmentation – behavioural
• Social networks talkability tracking
Conservative • Basic Integrated digital / traditional
tactics – e.g. unified presentations
• Integrated sponsorships / packages
•
•
6mth Goal
PR integration
Target segmentation – behavioural
•
•
•
12mth Goal
Lead management
Basic direct response
Search Engine Optimisation
• Forums and events • Retargetting / remarketing
• Content versioning
• Traditional / Digital Strategy Integration • Intermediary Strategic Integration
• Integrated marketing communications
• Website & Application: Advanced Design
• Core idea focussed & links between
Customer Relationship Strategy
Moderate 6mth Goal
actions
• Ongoing plots e.g. Games / storytelling
• Search engine marketing
12mth Goal •
•
•
Customer journey mapping
Value based segmentation
• Dynamic messaging / optimisation
• Cluster targeting • Configurators / simulators
• Connection planning
2 Year Goal
• Distributed Content • Database consolidation / integration
• Strategic toolkits
• Data driven insights • Web Analytics: Advanced
• Channel planning • Behavioral & Contextual Targeting
Aggressive • Integrating Third Party brands / equity
• Cross-Media Measurements
• Web Analytics: Adv. - Clear success
metrics • In-store integration e.g. sales data
• Content planning / architectures • Attribution Analysis
12mth Goal
• Communications platforms
• Open source content alliances
• Behavioral & Contextual Targeting
• Emerging Content R&D
Leadership • Custom branded content
• Product experience / proprietary events
• Technical innovation stunts
V 3.0 2-9-11

34. Example Roadmap
2012
LEVEL OF OPERATTIONAL COMPETENCY / EFFICIENCY
Scale
Program as Extend Social
Q3 – Q4 Expand Social
CONVERSATION 2011
Operational
Objectives
Presence &
Efficiency Platforms
Grows
Scale Measure
Program as Extend Social Program
Q3 – Q4 Expand Social
ENTERPRISE 2011
Operational
Efficiency
Objectives
Presence &
Platforms
Success
Against
Grows Benchmarks
Begin to Measure
Monitor
engage Pilot Social Roll-out Program
Q1 – Q2 Program and
TRANSACTION 2011
consumers
on a limited
Engagement
in Key Markets
Gain Key
across
markets
Success
Against
Learnings
basis Benchmarks
Build the Secure Develop
Develop Align Market Measure
Platform on Organizational Social Style
Strategy, roll- Resources & Program
which Social Support and Guide,
out plan & Deploy Regional Success
DISCOVERY Ideas &
success
Global Templates, Training Against
Policies can Funding Guidelines, Sessions
metrics Benchmarks
Flourish Commitment Policies
LEVEL OF CONSUMER ENGAGEMENT
3

35. Example Detailed Action Plan
JAN 2010 FEB 2010 MAR 2010 APR 2010 MAY 2010 JUN 2010 JUL 2010
Review research / documentation
DISCOVERY
Stakeholder interviews
Focus groups – Brazil & Mexico
Feature set definition
Concept page flows
Experience brief
Usability testing in five markets
Wireframes: commerce
RELEASE A
Functional specifications
SET 1 SET 2 Visual design
SET SET SET
1 2 3 Interface development (HTML)
Release A - System Integrator Development – June 2010 Release A Launch
Release A - Razorfish Development Support - June 2010
Wireframes: self care + interactive support
RELEASE B
Functional Specifications
Visual design
SET SET
1 2 Interface development (HTML)
Usability testing
Wireframes / visual design / HTML
Release B - System Integrator Development - September 2010
Release B - Razorfish Development Support - September 2010

36. You & Me: New roles & New competition
PAGE 36

37. Making sense of the new infomation....

38. Digital Darwinism.....make assumptions..strongest
strategy survives

39. What´s Changed for you?

40. The New Age Agency - New Specialised Positions
User Experience Engagement
Planning Planning
Technology
Media Creative
Connection Perfomance
Business Strategy & Insight
Planning Metrics Planning
Organisational
Planning (PM)
PAGE 40

41. New competitors.....collaborators....frenemies
DISCOVERY CONVERSATION TRANSACTION ENTERPRISE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING)
AND PRODUCT INNOVATION)
AGENCIES SOCIAL LISTENING
AGENCIES DM AGENCIES
MEDIA AGENCIES
EVENTS AGENCIES ECOMMERCE
IN HOUSE PLANNERS INFRASTRUCTURE /
DM / CRM TOOLS SUPPLIERS
RESEARCH AGENCIES DESIGN SHOPS
SUPPLIERS CLIENT IN HOUSE
PR BUSINESS
BUSINESS FULFILMENT CONSULTANTS
CONSULTANCIES CORPORATE SUPPLIERS
COMMS MICROSOFT, IBM,
PLANNING BUSINESS SAP, ORACLE ETC
CONSULTANTS SEEDING CONSULTANTS
MEDIA VENDORS SPECIALIST OFFSHORE
CONSULTANTS
PRODUCTION EXCHANGES
COMPANIES CLIENT IN HOUSE
V 3.1 4-10-11

42. Summary

43. Summary – 8 principles for success
1. We can´t generalise any more ..need to plan segmented
2. Tipping Points: Customer expectations being disrupted
3. Need to contextualise change for our prospect
4. Be organised: Conscious competence
5. You & Me: New roles & New competition
6. We need to build value added services to have a differential
7. We all need to be curious and proactive
8. New specialist career opportunities
PAGE 43

44. .. make yourself an indispensable partner
BRIAN CROTTY
EMAIL: BRIAN.CROTTY@DIGITAS.COM
MSN: BRIAN_CROTTY@HOTMAIL.COM
SKYPE: BRIAN.CROTTY
LINKEDIN, TWITTER, FOURSQUARE, TRIPIT, FACEBOOK, ORKUT, SLIDESHARE, FEEDBURNER,
WORDPRESS BLOG: BABELFISH............
PAGE 44