Discover the Future of Marketing
 

Discover the Future of Marketing

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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 ...

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

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Discover the Future of Marketing Discover the Future of Marketing Presentation Transcript

  • ON-DEMANDENGAGEMENTDAVID EDELMANGlobal Co-leader, Digital Marketing & Sales Practice@DavidEdelmanIt’s about their journey
  • Diane taps her friend’s headphones, embedded with NFC technology.
  • The tap leads Diane to Listen Ups’ mobile website. View slide
  • She checks out the color options and posts to Facebook. View slide
  • An alert prompt is sent to Diane’s phone.
  • Looks like pink was the big winner.
  • She buys the pink ones and receives a free month of Pandora.
  • Headphones are delivered the next day.
  • She posts a real picture of her new headphones. Her friends love them.
  • If her friends buy headphones she gets another free month of Pandora.
  • Diane gets an email offering a discount at a local club.
  • Self-realization is aDEMAND
  • are on the way to createANON-DEMANDWORLDMORE BUILDING BLOCKS
  • EYE TRACKINGNFC MOTION SENSINGBIOMETRICS
  • The Customer Decision JourneyIN AN ON-DEMAND WORLDDEFINES YOUR BRAND
  • The Customer Decision Journey
  • Delivery3DesignData21IT’S TIME TO GETDELIBERATE
  • THREE LEVELSOF DEPTHDATATRENDS
  • THREE LEVELSOF DEPTHDATATRENDSPERFORMANCE
  • THREE LEVELSOF DEPTHDATATRENDSPERFORMANCEPEOPLE
  • NetBaseWhat type of data do you gather?Howdoyougatherdata?PassivelytrackActivelystimulateWHAT ARETHEY SAYING?DATA TRENDSWHAT ARETHEY DOING?
  • SpendIncrementalcustomeracquisitionsDATA PERFORMANCENewtechniquesconvergemedia mixmodeling andattribution
  • DATA PERFORMANCE
  • PEOPLEunderstand hercomplete contextWHERE IS SHE?WHO IS SHE?WHERE IN JOURNEY?DATA
  • 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
  • DESIGN FEEDBACK, FEEDBACK!buzz and behavior
  • 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
  • CONSUMER PACKAGED GOODS:Global digital analyticsE-commerce acct. managementCRM teamAgency reshuffleEMBRACE NEWSTRUCTURESDELIVERY
  • BANK:Elevated CMO, closer to CIO/ CFO/ COOCross-BU executive steering committeeDigital marketing ctr. of excellenceMobile/Social executivesEMBRACE NEWSTRUCTURESDELIVERY
  • MARKETINGORENGAGEMENT?THE BIG QUESTIONis this
  • 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