Marketing Code Disconnect July, 2013

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CMOs will spend more on IT than CIOs, but marketers are overwhelmed by technology and its impact on the customer lifestyle. This presentation examines the challenges that marketers face with technology, future media, and how businesses can navigate them.

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  • This dramatically impacts downtime… There is no down anymore.
  • the very nature of the pervasive Internet will force marketers to integrate experiences or suffer dwindling results.Cheap mobile broadband makes this possible. Where ever a customer is, they can find out more information and make purchases on demand. We cannot escape the fact that marketing has to take into account the very real relevancy of now. All marketing information is in play, including articles about your product, web site, inventories, store locations, and customer reviews on demand.Smartphone users have a delightful piece of news. Homeplus, Korea’s largest discount chain has announced the opening of the world’s first virtual store for smartphone users’. As cool as it looks in the pictures above, I think it is trendy, futuristic, and absolutely appealing. Called the ‘fourth generation retail store’ , it is being opened at Seolleung subway station in southern Seoul. Homeplus CEO Lee Seung-han attributed this decision to the growing need to cater to the rapidly increasing smartphone-using population in Korea. The company is doing this to stay ahead of the times and usher into a new era of shopping convenience and safety in the digital age.Lee said, “Consumers will be able to order and get delivery of 35,000 products, ranging from milk, egg, pasta sauce, gochujang [Korean red pepper paste], tissues and digital cameras, by simply pulling out their smartphones and scanning QR [Quick Response] or barcodes of products shown in the subway station with the Homeplus app.”
  • Google’s Project Glass promises to take ubiquitous mobile Internet access and layer unprecedented information into our day-to-day existence. While Google doesn’t like the term, it could make augmented reality move from a geeky work in progress to a breakthrough Internet application.This glass monocle basically has a wirelessly connected computer built into them. A half-inch display allows you to take and share photos, chat and access information like calendars and maps on the Web.Google Glass will hit the market in 2014. The Glass Project holds so much promise Apple and Microsoft have announced competing projects.Wearable computing seeks to empower two things, sharing and accessing information. It’s likely that wearing the Internet will bring incredible utility, particularly to mobile workforces and those of us who find ourselves out about. In that sense, Project Glass holds great promise.If successful, one thing it will surely do is pull our heads out of our mobile phones. But in doing so it may actually worsen the problem of mindless continuos access to the Internet.
  • Facial recognition marketing uses cameras in stores and kiosks to take an impression of your face. It then estimates your gender and age, and serves you ads that are most likely to appeal to your demographic. For example, a camera at a train station diorama senses you are a young man in his twenties, and serves you an ad for Axe soap. A young woman of the same age might be shown an ad for Crest Whitestrips.It’s one thing to let others own your online social data. It’s another to surrender the physical whereabouts of your own face.Yet, that’s where we are heading with the widespread movement towards facial recognition ads throughout the world.Even set-top boxes at home can use facial recognition technology to serve different viewers targeted ads. Facedeals is going a step further. This service matches your physical image at a store or location against your social profile pictures via the Facebook API, and then serving you specific social deals on site.
  • Then we get our Klout social score and feel validated. Or we measure ourselves against our friends calling it "influence" when it measures attention.
  • Marketing Code Disconnect July, 2013

    1. 1. The Marketing Code Disconnect Summer, 2013
    2. 2. By 2017 CMOs Spend More on IT than CIOs Source: Gartner @geoffliving - geofflivingston.com 2
    3. 3. Marketers Are Not Prepared @geoffliving - geofflivingston.com 3
    4. 4. Digitization Creates Media Convergence @geoffliving - geofflivingston.com 4
    5. 5. Big Data Forces Relevancy @geoffliving - geofflivingston.com 5
    6. 6. Multiple Devices Force Experience Based Design @geoffliving - geofflivingston.com 6
    7. 7. Facing Tech & Convergence Challenges Marketing Organizations @geoffliving - geofflivingston.com 7
    8. 8. Change and Evolution @geoffliving - geofflivingston.com 8
    9. 9. Marketers Must Embrace Tech, and Automation Software Must Evolve @geoffliving - geofflivingston.com 9
    10. 10. Understand & Work w/ All Disciplines @geoffliving - geofflivingston.com 10
    11. 11. Example: Starbucks @geoffliving - geofflivingston.com 11
    12. 12. Example: Tough Mudder @geoffliving - geofflivingston.com 12
    13. 13. Additional Issues: Content Overload @geoffliving - geofflivingston.com 13
    14. 14. The Ever Continuing ROI Question @geoffliving - geofflivingston.com 14
    15. 15. Still Lagging with Social Integration @geoffliving - geofflivingston.com 15
    16. 16. How People Are Using Devices @geoffliving - geofflivingston.com 16
    17. 17. The Contextual Rudder Remains… @geoffliving - geofflivingston.com 17
    18. 18. Customers @geoffliving - geofflivingston.com 18
    19. 19. The Customer Experience as Marketing @geoffliving - geofflivingston.com 19
    20. 20. What’s Coming Next
    21. 21. Completely Wireless Untethered Customers @geoffliving - geofflivingston.com 21
    22. 22. Digital Ubiquity Creates Anytime Anywhere Expectations @geoffliving - geofflivingston.com 22
    23. 23. The New Role of Location @geoffliving - geofflivingston.com 23
    24. 24. Voice Input Will Replace Typing on Mobile Devices @geoffliving - geofflivingston.com 24
    25. 25. Google Glass Project Leading Augmented Reality @geoffliving - geofflivingston.com 25
    26. 26. @geoffliving - geofflivingston.com 26
    27. 27. The Public Nature of Information Will Be Even Faster @geoffliving - geofflivingston.com 27
    28. 28. On Demand Customer Service? @geoffliving - geofflivingston.com 28
    29. 29. How Algorithms and Big Data Apply @geoffliving - geofflivingston.com 29
    30. 30. Response Based on Popularity @geoffliving - geofflivingston.com 30
    31. 31. Scenario Building • Big Data and automation can allow custom content and messaging can be delivered. • Custom and live interaction with attendees, customers (think # economy) • Unprecedented level of detail can be presented @geoffliving - geofflivingston.com 31
    32. 32. How Tools Help EducationSoftwre @geoffliving - geofflivingston.com 32
    33. 33. Questions? @geoffliving - geofflivingston.com 33

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