Open For                       Future Business                       Or, what’s over the horizon                       for...
Let’s all start on the same page !       “process responsible for identifying,       anticipating and satisfying customer ...
So, what is                       actually                       happening ?Thursday, 14 June 12
The old methods are   still hanging on,   but are really   on their last   legsThursday, 14 June 12
Many of the new methods are no         less irritatingThursday, 14 June 12
But we know that carpet     bombing is very expensive and     ineffective in all its forms !Thursday, 14 June 12
To  be                       ef fec tive                        w e n  eed                            tar get             ...
TheWhat we are trying to achieve...         old methods are   still hanging on,   but ...is not always easy !        are r...
Fundamentally it   The old methods are   is about building   still hanging on,   relationships...   but are really   on th...
We know and love: B2B, B2C!   But C2B, C2C, B2M, M2B & M2M   are novel and evolving...creating   new opportunities & compe...
And                        Market Insight                           outguns                       Market ResearchThursday,...
Examples of                       organisations                       that are really                       ‘not getting i...
I only have time for a very few exemplarsThursday, 14 June 12
Fail to fully exploit their knowledge       of us... we have to chase them for       the services we need... they appear  ...
Utilities pester us with                       marginal deals and offers                       we have no interest in!Thur...
Mobile phone operators       persist in interrupting       us at the most       inconvenient times for       a cosy chat!T...
Insurance companies                       chase us...fail to                       speak plain English...     ...never cre...
Fail to integrateThursday, 14 June 12
Retail and the high street are in     big trouble !    Las Vegas retail market deteriorates    Las Vegas retail market det...
Fund                           ament                                all                                  y no             ...
...if they continue                       to do what they’ve                       always done...                       .....
RIP                         Woolworth                           C&A                       Barnes & Noble                  ...
Most new approaches are      failing to improve things significantly...Thursday, 14 June 12
lit                                 y,                             a                          t qu                        ...
Home deliver services work...  •     Busy people love it  •     A growing market  •     Sophisticated  •     GreenThursday...
wifi                       in all                       stores                                How come ?                  ...
Why ?                       "We know our customers are mobile                       and want to be connected anywhere,    ...
And y                             et these                        stores                               are                ...
They create excitement     ...expectation and loyalty...       ...all embracing’ experience                       •   Staf...
They threw away the books,                         ignored established wisdoms,                         and broke the rule...
There are no silver bullets or       explicit rules anymore...only       innovation and experimentation...                ...
It is now                       about the                        complete                       experienceThursday, 14 Jun...
Essentials             Luxuries         Fun                                  Retail is changing!Thursday, 14 June 12
Online mainstream                       & growing fast...                       • Technophobes dislike it                 ...
Thursday, 14 June 12
But we need to get  far more sophisticated  than this...                           36Thursday, 14 June 12
The leaders are                       moving deep into data                       & metadata to to                       m...
It is all about taking thepain away - de-stressingtrade instead of making itdistressing....Thursday, 14 June 12
Me2 used to be a good spot                            on the success curve...                          but in the near sin...
Social networking    impacts   markets                       quickly...                                               Off ...
Change is not an   option - it is the   only constant -   driven by tech...Thursday, 14 June 12
Technology also         powers a global         abundance!Thursday, 14 June 12
And sees...                       •   All markets as global                       •   Customers always on-line            ...
The Power of Social Nets                       Other people:                                *   Read                      ...
And you no longer upset one   person...you upset a community !    Bad news spreads faster & further than goodThursday, 14 ...
Where you are ?                       Where you have been ?    The Meta Data      Where you are likely to be going to ?   ...
What does it                        look like ?Thursday, 14 June 12
Thursday, 14 June 12
Way beyond mathematical analysis !Thursday, 14 June 12
We are no longer                       looking for a                       needle in a                       haystack!Thur...
But a specific needle          (or group of needles)          in a needlestack!Thursday, 14 June 12
It demands sophisticated algorithms     & computing power...Thursday, 14 June 12
To reveal what we                       are most likely to                       need, select, buy,                       ...
This also applies                       to industries from                       small to large, and                      ...
To win this race we have to embrace    the power of our machines and new    forms of marketing....Thursday, 14 June 12
Aimed at the individual...Thursday, 14 June 12
But at the individual...                       Aimed  timely and cost                              effective on all       ...
A market of one..                       ...and that means ME !Thursday, 14 June 12
Be there when I need                       you and not before...                           -Anticipate my needs           ...
Thank You      ca-global.org            COCHRANE      cochrane.org.uk              a s s o c i a t e sThursday, 14 June 12
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Marketing for future business

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Technology is revolutionizing the insight function and it is difficult to understate the importance and scale of change we now face; mobile devices have fundamentally changed how we interact with customers, and there are now more mobiles than people on the planet.
 
All business rely on accurate and timely data, but few exploit today’s modest amounts of ‘meta-data’ readily available that relates to their customers and the competition.  The smart mobile revolution is about to change the depth and breadth of information and knowledge about all of us, and all things including products and services. It will be the use of that knowledge that will dictate future winners and losers. The big opportunity, and challenge, is the leveraging of an accelerating stream of data and it’s transformation into meaningful information.
 
The biggest changes we will see in marketing will be:

Really understanding need and what people will pay ever more vital
B2C & B2B overtaken by C2B, C2C, B2M, M2B, C2M, M2C & M2M
A move from markets of millions to markets of one!
Social media leading to ever more social buying
Far more focus and the creation of near singularities
Sucking up to the customer will be key
Taking the pain away will be the norm

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Marketing for future business

  1. 1. Open For Future Business Or, what’s over the horizon for markets & marketing ? Peter Cochrane cochrane.org.uk ca-global.orgThursday, 14 June 12
  2. 2. Let’s all start on the same page ! “process responsible for identifying, anticipating and satisfying customer requirements profitably”Thursday, 14 June 12
  3. 3. So, what is actually happening ?Thursday, 14 June 12
  4. 4. The old methods are still hanging on, but are really on their last legsThursday, 14 June 12
  5. 5. Many of the new methods are no less irritatingThursday, 14 June 12
  6. 6. But we know that carpet bombing is very expensive and ineffective in all its forms !Thursday, 14 June 12
  7. 7. To be ef fec tive w e n eed tar get to & fo cusThursday, 14 June 12
  8. 8. TheWhat we are trying to achieve... old methods are still hanging on, but ...is not always easy ! are really on their last legsThursday, 14 June 12
  9. 9. Fundamentally it The old methods are is about building still hanging on, relationships... but are really on their last legs ...built on delivery trust, reliability, satisfactionThursday, 14 June 12
  10. 10. We know and love: B2B, B2C! But C2B, C2C, B2M, M2B & M2M are novel and evolving...creating new opportunities & competitionThursday, 14 June 12
  11. 11. And Market Insight outguns Market ResearchThursday, 14 June 12
  12. 12. Examples of organisations that are really ‘not getting it’Thursday, 14 June 12
  13. 13. I only have time for a very few exemplarsThursday, 14 June 12
  14. 14. Fail to fully exploit their knowledge of us... we have to chase them for the services we need... they appear to anticipate nothing!Thursday, 14 June 12
  15. 15. Utilities pester us with marginal deals and offers we have no interest in!Thursday, 14 June 12
  16. 16. Mobile phone operators persist in interrupting us at the most inconvenient times for a cosy chat!Thursday, 14 June 12
  17. 17. Insurance companies chase us...fail to speak plain English... ...never create integrated packages that make sense!Thursday, 14 June 12
  18. 18. Fail to integrateThursday, 14 June 12
  19. 19. Retail and the high street are in big trouble ! Las Vegas retail market deteriorates Las Vegas retail market deteriorates as vacancies escalate to new high of 10.5 percent ~ 200,000 ft2 of retail space to return to the market.....Thursday, 14 June 12
  20. 20. Fund ament all y no thing much has c hanged in over 200 years!Thursday, 14 June 12
  21. 21. ...if they continue to do what they’ve always done... ...they’ll continue to get what they have always got... ...and the decline will just continue !Thursday, 14 June 12
  22. 22. RIP Woolworth C&A Barnes & Noble La Senza, HMV ??Thursday, 14 June 12
  23. 23. Most new approaches are failing to improve things significantly...Thursday, 14 June 12
  24. 24. lit y, a t qu en ce an eni m , co nv ers w sto ce Cu er vi s But they won’t buy your wine unless you have a parking lot!Thursday, 14 June 12
  25. 25. Home deliver services work... • Busy people love it • A growing market • Sophisticated • GreenThursday, 14 June 12
  26. 26. wifi in all stores How come ? • Data & meta data • On & offline sales • Greater efficacyThursday, 14 June 12
  27. 27. Why ? "We know our customers are mobile and want to be connected anywhere, anytime and anyplace” • Who you are But they also collect Meta - Data • Where you are • Where you have been • What you purchased • What you did not... • How often you visit • Who you visit with • Who your friends are • +++++++ • Real time advertising • Real time offersThursday, 14 June 12
  28. 28. And y et these stores are always heavingThursday, 14 June 12
  29. 29. They create excitement ...expectation and loyalty... ...all embracing’ experience • Staff help way beyond sales! • A hands-on experience • Expert lectures and tutorials • A new way of sellingThursday, 14 June 12
  30. 30. They threw away the books, ignored established wisdoms, and broke the rules... ...followed their instinct and mantra of thinking different...Thursday, 14 June 12
  31. 31. There are no silver bullets or explicit rules anymore...only innovation and experimentation... Technology, fashion, timing and luck now play a bigger part than ever before...Thursday, 14 June 12
  32. 32. It is now about the complete experienceThursday, 14 June 12
  33. 33. Essentials Luxuries Fun Retail is changing!Thursday, 14 June 12
  34. 34. Online mainstream & growing fast... • Technophobes dislike it • Demographic change ensures continued growth • High street becoming on- liners showroomThursday, 14 June 12
  35. 35. Thursday, 14 June 12
  36. 36. But we need to get far more sophisticated than this... 36Thursday, 14 June 12
  37. 37. The leaders are moving deep into data & metadata to to make $$$ on both •They know ever more about us • We encourage them to do so • It really is a win-win situation • This trend will growThursday, 14 June 12
  38. 38. It is all about taking thepain away - de-stressingtrade instead of making itdistressing....Thursday, 14 June 12
  39. 39. Me2 used to be a good spot on the success curve... but in the near singularities of the digital world you are just part of along tail trying to survive and hoping to be bought out by some other big playerThursday, 14 June 12
  40. 40. Social networking impacts markets quickly... Off the scale No Social Net With Social Net Music sales with and without social networkingThursday, 14 June 12
  41. 41. Change is not an option - it is the only constant - driven by tech...Thursday, 14 June 12
  42. 42. Technology also powers a global abundance!Thursday, 14 June 12
  43. 43. And sees... • All markets as global • Customers always on-line • Meta data as where the money is • Customer expectation on the up • Quality augmenting cheap & plentiful • Growing online threats/opportunities • Pre-used/second hand as fashionable • Discounting dying • Group buying is growing • Consumers knowing more product detail • Prosumers a disruptive retail force • Selling fewer & better for much more • Production more local • Flash sales overwhelm supply • +++++ • Green as real issueThursday, 14 June 12
  44. 44. The Power of Social Nets Other people: * Read * Watch * Listen * Search * Think * Work * Solve problems * Try products * Find good services * Organise group purchases So I don’t have to !Thursday, 14 June 12
  45. 45. And you no longer upset one person...you upset a community ! Bad news spreads faster & further than goodThursday, 14 June 12
  46. 46. Where you are ? Where you have been ? The Meta Data Where you are likely to be going to ? Who you have met ? in your hand ? Who you are going to meet ? Who you call ? Who calls you ? Who you TXT - IM - Link ? All your contacts All your urls All you passwords What you are doing now ? What have you done in the past ? What games you play ? What apps you use ? What music you listen to ? What you watch ? What you read ? What you buy ? ++++++++++Thursday, 14 June 12
  47. 47. What does it look like ?Thursday, 14 June 12
  48. 48. Thursday, 14 June 12
  49. 49. Way beyond mathematical analysis !Thursday, 14 June 12
  50. 50. We are no longer looking for a needle in a haystack!Thursday, 14 June 12
  51. 51. But a specific needle (or group of needles) in a needlestack!Thursday, 14 June 12
  52. 52. It demands sophisticated algorithms & computing power...Thursday, 14 June 12
  53. 53. To reveal what we are most likely to need, select, buy, where and when in what quantities, along with others connected in some dimension to us!Thursday, 14 June 12
  54. 54. This also applies to industries from small to large, and international...Thursday, 14 June 12
  55. 55. To win this race we have to embrace the power of our machines and new forms of marketing....Thursday, 14 June 12
  56. 56. Aimed at the individual...Thursday, 14 June 12
  57. 57. But at the individual... Aimed timely and cost effective on all sides of the equation...Thursday, 14 June 12
  58. 58. A market of one.. ...and that means ME !Thursday, 14 June 12
  59. 59. Be there when I need you and not before... -Anticipate my needs -Deliver on time -Provide support -A good price -Don’t SPAM me -Or pester me ...and you will have my loyalty & trade...Thursday, 14 June 12
  60. 60. Thank You ca-global.org COCHRANE cochrane.org.uk a s s o c i a t e sThursday, 14 June 12
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