Marketing for People, Not for Robots: Less Killer App, More Killer Experience

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Marketing for People, Not for Robots: Less Killer App, More Killer Experience

  1. 1. Focus / Future-facing marketing, consumer culture & emerging technologies Format / Quarterly magazine & DVD Online resource Newsletter Feed bespoke intelligence service Insider consultancy division@contagiousmag
  2. 2. “Here is Edward Bear, coming downstairs now, bump, bump, bump, on the back of his head, behind Christopher Robin. It is, as far as he knows, the only way of coming downstairs, but sometimes he feels that there really is another way, if only he could stop bumping for a moment and think of it.”A. A. Milne, Winnie-the-Pooh
  3. 3. Marketing language places barriersbetween ‘them’ and ‘us’
  4. 4. Marketing for People, not Robots:Less Killer App, More Killer ExperienceA Contagious Trend Briefing
  5. 5. The ‘Dude we should do’ philosophy…
  6. 6. …and the endless market for simplicity.
  7. 7. StarHub / Musical Fitting Rooms
  8. 8. StarHub / Musical Fitting Rooms
  9. 9. • Average click-through rate of 84%• Over 47,000 songs from 16 genres were recommended• Downloads increased by 21%• Brand equity among youth up 57%
  10. 10. So, in conclusion…
  11. 11. It’s all about convergence…
  12. 12. … and making sure it’s useful, relevant,or entertaining. Maybe all three…
  13. 13. And remember, it’s for real people.
  14. 14. Thank you.will@contagiousmagazine.com@contagiousmag

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