ingmar de lange / futurelab
marketing strategy consultants
that drive pro t through
customer centricity & innovation.
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• Remarkable practice research • 75K regular blog readers
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• Presentation Development presentations & papers
• Innovation Studies • regular speaking & media
• Trend Analysis appearances
• General Desk Research • on a mission to change
the marketing profession
there is no box
this talk is about marketing innovation.
the essence: there is no box.
why this is
innovation is not just about new products.
it is everywhere.
marketing is not just about new promotions.
innovation is the promotion.
marketing has become a xed set of systems. a factory.
means became an end. the essence went to the background.
marketing is simply about:
what can I do for you? in every way I can.
nike+ is a platform that gives running a new dimension.
at teaches you how to drive fuel eﬃciently by improving your driving
amazon uses its advertising budget to oﬀer a free delivery service.
bestbuy uses twitter to oﬀer a personal marketing service to a large
nokia is connecting people by providing silent environments to make
virgin atlantic makes it easier to share a cab, which will improve your
whole travel experience.
it’s marketing as a service.
these approaches have two things in common.
online products and service can now be reproduced at almost
zero costs. just like a communication message.
the digital age transforms them into a new mass medium.
domino’s pizza shows you the realtime status of your pizza, from order to
delivery. this service was a popular viral, and thus also became a message.
digital is everything.
there’s too much advertising and it will become less eﬀective.
thanks to mobile and
social media brands can
now be 24/7 present in
the daily lives of
if they can add value on a
zipcar: use your phone to book, nd and open your rental car.
rabobank initiated a social payments service with hyves, holland’s
largest social network.
everything is a service provider.
everything is a message.
it all blends together.
how to do it
two departments should be integrated
it’s about a customer centric strategy
how can we make the customer’s need central to everything?
tesco shows you which supermarket has the lowest prices. even ‘we are
cheap’ can be turned into a service.
nutricia introduced an airport diaper changing lounge to care for your
hp teaches you how to use computers and software (from many diﬀerent
problem information alternative purchase post-
recognition search evaluation decision purchase
how can eye-catching services improve the customer journey?
amazon shows you that a book is cheaper at amazon when you are about to
buy one in a book store.
albert heijn helps you to manage your shopping list.
gap will give you your money back if prices drop.
start with an insight, not with an idea.
hi charges your phone battery at music festivals. a strong insight, since
phone charging became an indispensable part of overnight music festivals.
don’t use demographics when you think about an innovation. use an
activity. it’s not about who your consumers are. it’s about what they do.
running nike nike+
reading amazon free delivery
communicating nokia silence booth
driving at ecodrive
what’s important, is that there’s a t between your innovation and your
Brand can make Brands can inspire
Brands can make Brands make
things easier things more fun
Toilet paper Beer
Charmin Sit or Squad Wieckse Sun Radar
negative motivation positive motivation rossiter & percy
charmin makes it easier to nd free, clean public restrooms. this ts the
low involvement category of a toilet paper brand.
nationwide lets you manage all the paperwork on the spot after you had an
accident. this nicely reduces the irritation associated with insurances.
this is a process. not a product.
nd a unmet need.
develop a solution and go beta fast.
then adjust it. and adjust it again.
let it grow organically.
when it’s ready, communicate it.
there is no box
ingmar de lange