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UWL Lecture - 13th May - Marketing at the speed of culture
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  • 1. Marketing at the speed of cultureThe changing digital landscapeSaturday, May 11, 13
  • 2. MY NAME ISPETEI’M AN ACD @ SAPIENTNITRO@petetrainor#uwlpt13Saturday, May 11, 13
  • 3. SAPIENTPASSIONATEPEOPLE7000+OFFICESGLOBALLYCONNECTED31YEARS OFCUSTOMERINNOVATION20COMPANY12012 AGENCY REPORT:# 1 Largest Digital Agency US# 3 Largest Digital Agency Worldwide# 12 Worlds Largest Agency All DisciplinesLEADER:Gartner Magic Quadrant forGlobal Digital MarketingAgenciesForrester Wave™:Global Commerce Service ProvidersUS Digital Agencies – Mobile MarketingSaturday, May 11, 13
  • 4. SOME OF THE COMPANY WE KEEPSaturday, May 11, 13
  • 5. WHAT I WANT TOCOVER IN BRIEFTODAY...§ The Big D§ The New Marketing Model§ Big Data§ Interaction Models§ My favorite digitalmarketing campaign of thelast decadeSaturday, May 11, 13
  • 6. 1It’s not a place. It’s a thing.Welcome to digitalSaturday, May 11, 13
  • 7. TextWe’re living in a misconception that we’re living in a digital age... We’re not!We’re living in a time and place that defies definition and categorisationA place where what is next is what is now and tomorrow it will be ancientTechnology made it this way and so made consumers the masters of all they survey and hear andbelieveConsumers that say to brands engage me... if you can find me... speak to me but only when spoken tooConvince me that you’re more than a mission statement and merchandiseMore than a shining logo and an empty promiseWe must meet consumers, we must meet them not in a place, but in segments of timeSegments that surround and seduce, that remove doubt, earn trust and fulfil needsWhere there’s no longer a line to separate the physical and virtual, only meaningful, full brandemersionWe must meet them in the momentsSaturday, May 11, 13
  • 8. THE ACCIDENT§ The Internet is among the few thingshumans have built that they don’t trulyunderstand.§ What began as a means of electronicinformation transmission hastransformed into an omnipresent andendlessly multifaceted outlet for humanenergy and expression.Saturday, May 11, 13
  • 9. THE PRESENT§ Digital communication is at onceintangible and in a constant state ofmutation, growing larger and morecomplex with each passing second.§ Hundreds of millions of people are, eachminute, creating and consuming anuntold amount of digital content in anonline world that is not truly bound byterrestrial laws.Saturday, May 11, 13
  • 10. THE INTERNET IS THE LARGESTEXPERIMENT INVOLVINGANARCHY IN HISTORY...Saturday, May 11, 13
  • 11. THE IMPLICATION§ Think of all the websites you’ve evervisited.§ All the emails you’ve sent and storiesyou’ve read.§ All the facts you’ve learned and fictionsyou’ve encountered and debunked.§ Think of every relationship you’ve forged,every journey planned, every job foundand every dream born, nurtured andimplemented through the platform.Saturday, May 11, 13
  • 12. THE OPPORTUNITY§ Mass adoption of the internet is drivingone of the most exciting social, culturaland political transformations in history,and unlike earlier periods of change, thistime the effects are fully global.§ And we’ve barely leſt the starting blocks.Saturday, May 11, 13
  • 13. THE SPREAD§ The proliferation of communicationtechnologies has advanced at anunprecedented speed.§ In the first decade of the 21st Centurythe number of people connected to theinternet worldwide increased from 350million to more than 2 billion.Saturday, May 11, 13
  • 14. UBIQUITY§ In the same period, the number ofmobile-phone subscribers rose from 750million to well over 5 billion§ It is now well over 6 billion & hasofficially overtaken desktop PCs as theprimary method of accessing the internetglobally.Saturday, May 11, 13
  • 15. The most profoundtechnologies are thosethat disappear.They weave themselvesinto the fabric of everydaylife until they areindistinguishable from it.Mark Weiser - Chief scientist at Xerox PARC in the United StatesSaturday, May 11, 13
  • 16. THE FUTURE§ By 2025, the majority of the worldspopulation will, in one generation, havegone from having virtually no access tounfiltered information to accessing allthe worlds information through a devicethat fits in the palm of the hand.§ If the current pace oftechnological innovation ismaintained, most of the projected8 billion people on Earth will beonline by 2025.Saturday, May 11, 13
  • 17. THE FUTURE IN FOCUS§ Moore’s Law, the rule of thumb in thetechnology industry, tells us thatprocessor chips double in speed everyeighteen months.§ That means a computer in 2025will be sixty-four times fasterthan it is in 2013.Saturday, May 11, 13
  • 18. Advertising at theSpeed of Culture.Saturday, May 11, 13
  • 19. SIMPLEA push-driven brand economy.Once upon a time, it was allabout having a great adcampaign and a robust mediaplan. Consumers watched thecommercial and did what theywere told. Brand story was king.Saturday, May 11, 13
  • 20. NOT-SO-SIMPLEA consumer-driven experience economy.Connected consumers have changedeverything.They’re a fast-moving target with- always-on technology- multiple devices- channel blur- changed shopping behavior- collapsed transaction time.Saturday, May 11, 13
  • 21. They care aboutPURPOSE.(shared values)PARTICIPATION.(meaningful engagement and voice)POWER.(technological empowerment)All at once.(no silos)All the time.(no off switch)Saturday, May 11, 13
  • 22. 2Where the old dies and the new beginsThe new marketing modelSaturday, May 11, 13
  • 23. IS TRADITIONALMARKETING DEAD?§ Are buyers paying much attention totraditional advertising?§ Buyers are checking out product andservice information in their own way,using the Internet, and oſten fromsources outside the firm such as word-of-mouth or customer reviews.Saturday, May 11, 13
  • 24. IS TRADITIONALMARKETING DEAD?§ In a devastating 2011 study of 600 CEOsand decision makers;§ 73% of them said that CMOs lackbusiness credibility and the ability togenerate sufficient business growth§ 72% are tired of being asked for moneywithout explaining how it will generateincreased business§ 77% have had it with all the talk aboutbrand equity that cant be linked toactual firm equity or any otherrecognized financial metricFournaise Marketing Group - http://www.fournaisegroup.com/Marketers-Lack-Credibility.asp - 15 June 2011Saturday, May 11, 13
  • 25. KEVIN ROBERTS, CEO OF SAATCHI & SAATCHI WORLDWIDE, 2012“We live in a vibrant world where our kids are connecting toeach other and to brands across the world with no moneyinvolved. To us this is a world that’s gone crazy. To them it isjust normal.”Saturday, May 11, 13
  • 26. OLD MARKETING ISBASED ON A PLAN§ To win in marketing today you need aculture and an environment where theunreasonable power of creativity thrives.§ Ideas are today’s currency not strategy.§ Martin Luther King did not say ‘I have avision statement’ He had a dream.§ You have to make sure you havedreams and the brands you workwith also have a dream.Saturday, May 11, 13
  • 27. THE AGE OF THE ‘BIGIDEA’ IS DEAD.Saturday, May 11, 13
  • 28. THERE ARE NOMORE BIG IDEAS§ Marketing needs to be about getting lotsand lots of small ideas out there.§ Stop beating yourself up searching forthe one big idea.§ Get lots of ideas out there and then letthe people you interact with feed thoseideas and they will make it big.§ Marketing in digital terms is abouthaving a conversation at multiple touch-points.Saturday, May 11, 13
  • 29. SHAPESHIFTINGSaturday, May 11, 13
  • 30. TO SUCCEED INDIGITAL MARKETING§ Become emotional thinkers.§ The difference between rational thinkingand emotional thinking is that rationalthinking leads to conclusions andmeetings and more meetings.§ Emotional thinking leads to action.Saturday, May 11, 13
  • 31. A DIFFERENT WAYOF LOOKING AT THEWORLD§ Remember in the new digital economy,“point of sale” has become “pointsof sale”.§ Digital isn’t a website anymore, it’s amessage that you pass through omni-channel experiences.§ The omni-channel consumer wants touse all channels simultaneously, andcompanies & marketeers using anomni-channel approach will trackcustomers across all channels, not justone or two.Saturday, May 11, 13
  • 32. THE 3 SECRETS TOOMNI-CHANNEL ISEMOTIONALMARKETING§ Mystery.§ Sensitivity§ Intimacy.§ It is a lot about story telling. Help brandstell stories on their websites, on theirpackaging and so on.§ Help them to have a smell, have a sound,and feel and an intimacy with people.§ Think about how you can build empathy.Saturday, May 11, 13
  • 33. GO TO THE GEMBASaturday, May 11, 13
  • 34. Everyone wants a conversation.They want inspiration.Inspire people with your marketing.Don’t just interrupt, but interact.Saturday, May 11, 13
  • 35. Asking about Return on Investmentis the wrong question today.You should be asking aboutRETURN ON INVOLVEMENT.Saturday, May 11, 13
  • 36. WHAT DOES THEFUTURE OFEMOTIONALMARKETING LOOKLIKE IN DIGITAL?§ In 2014 a billboard located at the streetcorner is watching you.§ A camera is embedded in the billboard anda computer analyses the people who passby it.§ It tells the advertiser how many peoplewalked in front of the screen, turned toface the ad and how long they looked at it.§ It reads your gender with anaccuracy of 85%, so men andwomen will each see different ads.Saturday, May 11, 13
  • 37. RULE 1A SMITH & WESSONBEATS FOUR ACES.§ Evolve immediately. Entitlementkills.§ Marketing doesn’t care who you are orhow good you were yesterday.§ See the big picture.§ Find the pain points, see patterns takingshape, and act.Saturday, May 11, 13
  • 38. RULE 2IT’S EASIER DONETHAN SAID.§ Get going. Then get better.§ Digital takes courage, focus anddetermination, but gives back efficiencyand rewards intuition, iteration andgutsiness.Saturday, May 11, 13
  • 39. RULE 3THE BESTADVERTISING ISN’TADVERTISING.§ Make meaningful connections.§ Wondering which half of your ad spend iswasted?§ ‘Wrong question. Try again.’§ Instead of interrupting people, servethem and make them feel something.§ Sorry, but that takes longer than thirtyseconds.Saturday, May 11, 13
  • 40. RULE 4CONVENIENT IS THEENEMY OF RIGHT.§ Never have anything to apologisefor.§ Digital marketing needs you to bestreamlined.§ The requisite craſtsmanship takesperseverance and discipline.§ Obsess over important details, and editferociously.Saturday, May 11, 13
  • 41. RULE 5RESPECT HUMANNATURE.§ Make yourself proud by makingpeople’s lives easier, richer andmore fun.§ Digital is the means, not the end.§ Technology sometimes obscures thisultimate truth, and makes it easy toforget that at the far side of an app, atweet, an anything, there’s a person.Saturday, May 11, 13
  • 42. RULE 6NO GOOD JOKESURVIVES ACOMMITTEE OF SIX.§ Have the balls to make the calls.§ For organisations with structures thatsand down all rough edges and desiccateanything juicy, something terrible willhappen: nothing.§ It’s time for decision making regimesthat hold up to the digital economy.Saturday, May 11, 13
  • 43. RULE 7HAVE A PURPOSELARGER THANYOURSELF.§ Do the right thing: always playfrom your heart.§ Digital will disproportionately rewardorganisations and individuals that aim tomake a meaningful and enduringcontribution.§ Let your imagination and curiosity powerprogress.Saturday, May 11, 13
  • 44. READ!Saturday, May 11, 13
  • 45. RALPH WALSO EMERSONBUILD A BETTERMOUSETRAP ANDTHE WORLD WILLBEAT A PATH TOYOUR DOORSaturday, May 11, 13
  • 46. PETE TRAINORDISRUPT THE MOUSEERADICATIONBUSINESS & THEWORLD WILL BEAT APATH TO YOUR DOORSaturday, May 11, 13
  • 47. TRAPPING THE MOUSE ISNTTHE GOAL OF THE USER.MOUSE ERADICATION IS.THIS IS WHERE DIGITALSTEPS IN AS THEFACILITATORSaturday, May 11, 13
  • 48. Saturday, May 11, 13
  • 49. theBLUMA ZEIGARNIKeffectSaturday, May 11, 13
  • 50. “PEOPLE REMEMBER UNCOMPLETED ORINTERRUPTED TASKS BETTER THANCOMPLETED ONES...”Saturday, May 11, 13
  • 51. What are you doing?ACHIEVEMENTSBADGESLEVELSLEADERBOARDSPROGRESS BARSWhats happening?REAL-TIME FEEDBACKACTIVITY FEEDSGIFTINGCHALLENGES & QUESTSEMBEDDING ACTIVITIESSource: jane mcgonigal, the definition of gamificationSaturday, May 11, 13
  • 52. CUSTOMERSCREATE THEIROWN STORIESTHAT STAY IN THEPROCESS FORNEW USERS TODISCOVERSaturday, May 11, 13
  • 53. THE FUNNELAUDIENCEKPISNumber of usersTime spent on tasksTask completion RateDaily active userNumber of users who share you with friendsNumber of sharings per task / goalProduct information downloadGamers who go to recommended contentUsers who buy new products to achieve their goalsADVOCACYCONVERSIONSaturday, May 11, 13
  • 54. 3Mining for the new goldBig dataSaturday, May 11, 13
  • 55. THIS IS BIG DATA§ Every day, we create 2.5 quintillionbytes of data — so much that 90% ofthe data in the world today has beencreated in the last two years alone.§ This data comes from everywhere:§ sensors used to gather climateinformation,§ posts to social media sites§ digital pictures and videos§ purchase transaction records§ cell phone GPS signals§ etcSaturday, May 11, 13
  • 56. BIG DATA SPANS 4DIMENSIONS§ Volume§ Velocity§ Variety§ VeracitySaturday, May 11, 13
  • 57. VOLUME§ Enterprises are awash with ever-growingdata of all types, easily amassingterabytes—even petabytes—ofinformation.§ Turn 12 terabytes of Tweets created eachday into improved product sentimentanalysis§ Convert 350 billion annual meterreadings to better predict powerconsumptionSaturday, May 11, 13
  • 58. VELOCITY§ Sometimes 2 minutes is too late.§ For time-sensitive processes such ascatching fraud, big data must be used asit streams into your enterprise in order tomaximize its value.§ Scrutinize 5 million trade events createdeach day to identify potential fraud§ Analyze 500 million daily call detailrecords in real-time to predict customerchurn fasterSaturday, May 11, 13
  • 59. VARIETY§ Any type of data - structured andunstructured data such as text, sensordata, audio, video, click streams, log filesand more.§ New insights are found when analyzingthese data types together.§ Monitor 100’s of live video feeds fromsurveillance cameras to target points ofinterest§ Exploit the 80% data growth in images,video and documents to improvecustomer satisfactionSaturday, May 11, 13
  • 60. VERACITY§ ve·rac·i·ty§ /vəˈrasətē/§ Noun§ Conformity to facts; accuracy: "theveracity of the story".§ Habitual truthfulness: "his veracity andcharacter".§ Synonyms§ truthfulness - truth - veritySaturday, May 11, 13
  • 61. Saturday, May 11, 13
  • 62. Saturday, May 11, 13
  • 63. 4Taking marketing to new levelsInteraction modelsSaturday, May 11, 13
  • 64. a braveNUIworldSaturday, May 11, 13
  • 65. CLICOMMAND LINEINTERFACESTATICDISCONNECTED(ABSTRACT)STRICTDIRECTEDRECALLGUIGRAPHIC USERINTERFACERESPONSIVEINDIRECT(ACCESSED)METAPHOREXPLORATORYRECOGNITIONNUINATURAL USERINTERFACEEVOCATIVEUNMEDIATED(DIRECT)LEARN AS YOU GOCONTEXTUALINTUITIONOUIORGANIC USERINTERFACEFLUIDEXPANSIVE(UNFOLDING)CONSTANT ZEROANTICIPATORYSYNTHESISsource: interface types & their characteristics - dennis wixonNOW...Saturday, May 11, 13
  • 66. in the old worldW.Y.S.I.W.Y.Gin the new worldW.Y.D.I.W.Y.G* WHAT YOU SEE IS WHAT YOU GET** WHAT YOU DO IS WHAT YOU GET***Saturday, May 11, 13
  • 67. GUIRECOGNITIONMETAPHORICS, CONTAINMENT AND PLACEHEAVY CHROME, ICONS & BUTTONSWINDOWS AND PANELSEXPERIENCES ARE ANCHORED & FIXED TODESKS, TASKS AND NEEDNUIINTUITIONFLUID, UNMEDIATED AND ORGANICCONTENT IS THE STARSKEUOMORPHICSEXPERIENCES CAN UNFOLD LIKE A GAMEAND ARE ANCHOR-LESSsource: interface types & their characteristics - dennis wixonSaturday, May 11, 13
  • 68. MOUSEdesign for the newSaturday, May 11, 13
  • 69. SOCIAL ANIMALSWE’RE BORN DEPENDENTON EACH OTHER...1 year 80 yearsSaturday, May 11, 13
  • 70. remember there’s aZOMBIEinside all of usSaturday, May 11, 13
  • 71. HERDING HUMANS 101§ Encourage Sharing§ Create Safe Havens§ Nobody thinks they are ‘one of thecrowd’§ Everybody actually is ‘one of the crowd’§ Always fish where the fish areSaturday, May 11, 13
  • 72. CREATE APERSONALEXPERIENCESaturday, May 11, 13
  • 73. VIRAL LOOP§ A self-fueling action loop that drivesusers to create more users, whichincreases engagement of existing users.§ Products that exponentially grow arepowered by something called a "viralexpansion loop", which is accomplishedby incorporating virality into a product orcampaigns DNA;§ It means that a product grows becauseeach new user begets more users.Saturday, May 11, 13
  • 74. THEY LOOK BEST§ The product is free§ In the beginning users consume the product at no charge; aſteraggregating a mass audience, you may be able to overlay variousrevenue generators.§ Organisation technology§ Sites that don’t create content, their users do. The site simply helpsorganize it, and facilitating that organization can lead to massaudience.§ Network effects§ The more people who join, the more people there are who have anincentive to join.§ Built-in virality§ Users spread the product purely out of their own self-interest and,in the process, offer a powerful word-of-mouth endorsement to eachsubsequent user.§ A point of non-displacement§ A tipping point, aſter which it’s nearly impossible for a competitorto take the crown (in start-up land the tipping-point is 1m users).Saturday, May 11, 13
  • 75. CREATE POINTS OFSALE, NOT POINT OFSALE OPPORTUNITIES§ As the internet continues to become moremobile, gradually untethering from thedesktop, the viral plain is both breaking upand expanding.§ It offers a far greater, more diffuse surfacearea for ideas & invites to spread virally.§ The internet means that anyone, anywherecan tap into this informational grid, withmillions of memes spreading from screen toscreen to screen.§ This yields almost limitless levels of virality.It could be the biggest recruitmentopportunity for Barclays Direct.Saturday, May 11, 13
  • 76. COMPOUND INTEREST§ Think of a viral expansion loop likecompound interest on a bank account: oneuser becomes two, then four, eight, on to amillion and more.§ It is not unlike taking a penny and doublingit every day for a month: by the end of aweek youd have 64 pence and within twoweeks, £83.92; by day 30, the figure is about£5.4 million.Saturday, May 11, 13
  • 77. THE MATHS BIT§ Starting with ten members and a viralcoefficient of 0.6, you flatten out at 25people, a gain of 15 users. At 0.9, you end upwith 75 new members and growth slowsdramatically.§ With a viral coefficient of 1.2, however, thosesame ten people yield 1,271 additional users.§ Expressed in a line graph, a viral coefficientof 1.2 follows an exponential curve.Saturday, May 11, 13
  • 78. EXAMPLES§ DROPBOX started Possibly the smartestand most invisible viral loop on the web.They offered up additional space to a userevery time they successfully recruited newmembers. the more people who cameonboard the bigger my dropbox become & soon & so on & so on.§ NUTMEG copied the model but applied it tothe monthly fee. the more people i recruitevery month the lower my fee. simple.Saturday, May 11, 13
  • 79. THE FOUR STAGES OFTHE VIRAL LOOP1 ATTRACT 2 CAPTURE 3 SPREAD4 GROWSaturday, May 11, 13
  • 80. THERE’S A BOOK FORTHATSaturday, May 11, 13
  • 81. @petetrainorThank you for letting me be here...Saturday, May 11, 13