Discover the Future of Marketing

536 views
444 views

Published on

http://tinyurl.com/o4qlmwv : Hear how innovative marketers are using technology to be more effective. Join us to find out how marketing will be transformed during the next few years and in the decade to come.
DAVID EDELMANGlobal Co-leader, Digital Marketing & Sales Practice @ McKinsey & Company

Published in: Business, News & Politics
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
536
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
11
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Discover the Future of Marketing

  1. 1. ON-DEMANDENGAGEMENTDAVID EDELMANGlobal Co-leader, Digital Marketing & Sales Practice@DavidEdelmanIt’s about their journey
  2. 2. Diane taps her friend’s headphones, embedded with NFC technology.
  3. 3. The tap leads Diane to Listen Ups’ mobile website.
  4. 4. She checks out the color options and posts to Facebook.
  5. 5. An alert prompt is sent to Diane’s phone.
  6. 6. Looks like pink was the big winner.
  7. 7. She buys the pink ones and receives a free month of Pandora.
  8. 8. Headphones are delivered the next day.
  9. 9. She posts a real picture of her new headphones. Her friends love them.
  10. 10. If her friends buy headphones she gets another free month of Pandora.
  11. 11. Diane gets an email offering a discount at a local club.
  12. 12. Self-realization is aDEMAND
  13. 13. are on the way to createANON-DEMANDWORLDMORE BUILDING BLOCKS
  14. 14. EYE TRACKINGNFC MOTION SENSINGBIOMETRICS
  15. 15. The Customer Decision JourneyIN AN ON-DEMAND WORLDDEFINES YOUR BRAND
  16. 16. The Customer Decision Journey
  17. 17. Delivery3DesignData21IT’S TIME TO GETDELIBERATE
  18. 18. THREE LEVELSOF DEPTHDATATRENDS
  19. 19. THREE LEVELSOF DEPTHDATATRENDSPERFORMANCE
  20. 20. THREE LEVELSOF DEPTHDATATRENDSPERFORMANCEPEOPLE
  21. 21. NetBaseWhat type of data do you gather?Howdoyougatherdata?PassivelytrackActivelystimulateWHAT ARETHEY SAYING?DATA TRENDSWHAT ARETHEY DOING?
  22. 22. SpendIncrementalcustomeracquisitionsDATA PERFORMANCENewtechniquesconvergemedia mixmodeling andattribution
  23. 23. DATA PERFORMANCE
  24. 24. PEOPLEunderstand hercomplete contextWHERE IS SHE?WHO IS SHE?WHERE IN JOURNEY?DATA
  25. 25. OCCASIONCheryl is doing lastminute ChristmasshoppingCONSIDERSShe is hopingto find agift for her momquickly so that shecan meet up with herfriends.EVALUATESThe associate helps her toselect a Bluetoothheadset.It’s the perfect gift for hermom, who has a longcommute to work. But itcosts more thank shewanted to spend. Pandorapitch from Associate.BUYSShe purchases andchecks-out on theassociates iPad. Sheprovides her emailaddress in order toreceive the free onemonth subscription toonline radio.BONDSShe gets an email frombrand with a video abouthow to use the Bluetoothheadset. She emailsit to her mom so shewont have to help hermom set it up.COMMITSBrand sees her mom’s blog post andshares it on their Facebook page; Amonth later when her online radiosubscription is about to expire sheis notified by brand and is offered afree years subscription with hernext purchase.ADVOCATESHer mom easily setsup the Bluetoothheadset on her own.Cheryls mom is ablogger on Babble andwrites about her greatexperience with thebrand.DESIGN RICH USE CASESdrive requirements
  26. 26. DESIGN FEEDBACK, FEEDBACK!buzz and behavior
  27. 27. Customer intelligence– triggers for immediate responseCampaign and program planning-- budget flexibilityContent supply chain– “digital first”, modular production factoryPerformance tracking– massively scaled test and learnDELIVERY SMART, ITERATIVE,CROSS-CHANNEL& REAL TIME
  28. 28. CONSUMER PACKAGED GOODS:Global digital analyticsE-commerce acct. managementCRM teamAgency reshuffleEMBRACE NEWSTRUCTURESDELIVERY
  29. 29. BANK:Elevated CMO, closer to CIO/ CFO/ COOCross-BU executive steering committeeDigital marketing ctr. of excellenceMobile/Social executivesEMBRACE NEWSTRUCTURESDELIVERY
  30. 30. MARKETINGORENGAGEMENT?THE BIG QUESTIONis this
  31. 31. ON-DEMAND ENGAGEMENTShape it or chase itAre you designing use cases to lead their demands --Now, Let Me, For Me, Simply?1How explicit is your end-to-end data strategy acrosstrends, performance, and people?2Are your processes distilling that “big data” so yourfront line delivers a personally-optimizing experience?3Will your Customer’s Decision Journey bring outthe best of your brand and drive your growth?4

×