#bbdoconnect
+
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?
• Th...
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 numbe...
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 cust...
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...
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 exper...
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!
Location by Ricardo Moreira from The Noun Project
Gold by Eli Ratner from The Noun Project
Cloud Download by P.J. Onori fr...
Signal by Simple Icons from The Noun Project
Compass by William Hollowell from The Noun Project
Arduino by uizin from The ...
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
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 world

  1. 1. #bbdoconnect
  2. 2. +
  3. 3. Your company has 3 years to redefine its place in this new world.
  4. 4. The Facebook-only problem.
  5. 5. Turning data into profit: the golden rules for every forward-thinking CMO.
  6. 6. Your company has 3 years to redefine its place in this new world.
  7. 7. • 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. 8. 8 trends to be reckoned with
  9. 9. Intelligently on
  10. 10. My analytics
  11. 11. Value me €
  12. 12. Right to anonymity
  13. 13. Niche networks
  14. 14. Creator culture
  15. 15. Age of serendipity
  16. 16. Enhancing the real
  17. 17. Where do you personally stand when it comes to change?
  18. 18. The Rise Of The Mobile-Born
  19. 19. pollev.com/bbdo
  20. 20. 1
  21. 21. Netflix
  22. 22. 2
  23. 23. 3
  24. 24. Showrooming
  25. 25. 4
  26. 26. Omnichannel
  27. 27. 5
  28. 28. Anticipatory computing
  29. 29. And how does your average advertiser deal with change?
  30. 30. The gap
  31. 31. • Seek pleasure - Avoid pain • Seek hope - Avoid fear • Seek social acceptance - Avoid rejection
  32. 32. B = MAT
  33. 33. A > M
  34. 34. 79% of smartphone owners check their device within 15 minutes of waking up every morning.
  35. 35. Fully one-third of Americans say they would rather give up sex than lose their cell phones.
  36. 36. 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.
  37. 37. Face it, we’re hooked.
  38. 38. The barriers of business organizations
  39. 39. “The bigger a business becomes, the more complicated decision-making gets, and the easier it is to lose connection to customers and consumers.”
  40. 40. Netflix now has more paying subscribers in the United States than HBO
  41. 41. How will your company use the next three years to redefine its place in this new world?
  42. 42. The way people decide today
  43. 43. Perfect Information
  44. 44. 80% of store shoppers check prices online. [A third of them do so while on a phone inside a store] Best Buy, own research
  45. 45. 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
  46. 46. What does that mean for brands?
  47. 47. Awareness Perceived Quality Mental Associations Loyalty Brand Equity
  48. 48. 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.
  49. 49. The digital-physical blur
  50. 50. People do what they do. [and if that thwarts your marketing plan, it’s your loss]
  51. 51. Physical blurring into digital
  52. 52. Philip Lange / Shutterstock.com
  53. 53. Behavioral targeting in the real world.
  54. 54. Wi-Fi Triangulation Radio Beacons Led Lights Magnetism Maps Sensor Tracking
  55. 55. Digital blurring into physical
  56. 56. The presence of physical stores gives confidence.
  57. 57. Immediate gratification
  58. 58. Anticipatory computing
  59. 59. Marketing revolution needed to catch up with technology?
  60. 60. As a marketer, do you recognize that the times are changing?
  61. 61. And have you adjusted your marketing strategy accordingly?
  62. 62. Awareness Perceived Quality Mental Associations Loyalty Brand Equity
  63. 63. P O M
  64. 64. P O M
  65. 65. O is taking over
  66. 66. How do you align your marketing strategy with the way consumers make decisions?
  67. 67. O M
  68. 68. It takes a network to serve a network.
  69. 69. Communicating through others
  70. 70. “If the rate of change on the outside exceeds the rate of change on the inside, the end is near."
  71. 71. “Innovation is marketing, only harder, because you start with a blank piece of paper.”
  72. 72. Aka.ms/marketingimmersion 14 May
  73. 73. The Facebook-only problem. 23 May
  74. 74. Turning data into profit: the golden rules for every forward-thinking CMO. 19 Sep
  75. 75. Thank you!
  76. 76. Location by Ricardo Moreira from The Noun Project Gold by Eli Ratner from The Noun Project Cloud Download by P.J. Onori from The Noun Project Bomb by Edward Boatman from The Noun Project People by irene hoffman from The Noun Project Smartphone by George Agpoon from The Noun Project Texting by Luis Prado from The Noun Project Texting by Luis Prado from The Noun Project Texting by Luis Prado from The Noun Project Barricade by Dan Hetteix from The Noun Project Head In The Sand by Luis Prado from The Noun Project Fast by irene hoffman from The Noun Project Robot by Ricardo Moreira from The Noun ProjectiPhone by Luis Prado from The Noun Project Pointer by Laurent Patain from The Noun Project Question by Jessica Lock from The Noun Project TNT by Jon Testa from The Noun Project Flashlight by Sika Danh from The Noun Project
  77. 77. Signal by Simple Icons from The Noun Project Compass by William Hollowell from The Noun Project Arduino by uizin from The Noun Project Credit Card by Hugo Medeiros from The Noun Project Question by Jessica Lock from The Noun Project Women's Network by Marisa Conway from The Noun Project Beehive by Molly Bramlet from The Noun Project Sketchbook by Edward Boatman from The Noun Project Augmented Reality by Evangeline La from The Noun Project
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