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

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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 Your company has 3 years to redefine its place in this new world Presentation Transcript

  • #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? • The way people decide today. • The digital-physical blur. • Marketing revolution needed to catch up with technology?
  • 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 number is closer to an astounding 150 daily sessions.
  • 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 customers and consumers.”
  • 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. John Lewis
  • 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 experienced quality of things is, for numerous products and services, rapidly declining.
  • 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 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
  • 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