STOP
talking at
me.
No one is
LISTENING
Gavin Heaton
@servantofchaos
The New Physics of the Consumerverse
www.servantofcha...
A simpler time.
http://www.flickr.com/photos/uon/3770655191/
Davies & Herbert,
Confectioners, 207
Hunter St,
Newcastle, 19...
Advertising was ...
Newcastle Mortuary
Station, Newcastle
West, 1896
http://www.flickr.com/photos/uon/3770655789/
And the media was ...
Henry Asser,
Bookseller and
Stationer, 19 Hunter
St, Newcastle, 1897
http://www.flickr.com/photos/uo...
And the media was ...
Henry Asser,
Bookseller and
Stationer, 19 Hunter
St, Newcastle, 1897
http://www.flickr.com/photos/uo...
http://www.flickr.com/photos/uon/3723114862
Thomas Griffiths
Lambton Road,
New Lambton, 1903
We knew who to
trust in busin...
We built our companies like this ...
We built marketing like this ...
http://www.flickr.com/photos/37387675
A convenient truth.
WAIT!
Did the job you’re in exist when you were studying?
We became ...
Customer centric
Customer focused
Customer companies
But our organisations still look like:
but live in a digital worldWe have analogue skills
but live in a digital worldWe have analogue companies
but live in a digital worldWe have analogue processes
http://www.flickr.com/photos/45782447@N02/5956902687/
And that digital
world doesn’t
look, feel or
operate in the
same way.
http://www.flickr.com/photos/40143737@N02/3841160835/
It’s an alien world
powered by
geeks, data and
passion.
(Yes, it’s a...
Constellation Research
calls this the
“Consumerisation of IT”.
Big data, social, mobile,
cloud and unified
communications ...
Conversion
Consider-
ation
Interest
Awareness
Rethinking the marketing funnel
 Inside-out view of the
buying process
 Di...
Simple customer journey
DEVICE
SPACE
ENGAGE
CHANNEL
PROCESS
* * * * * * * * * * * * * * * * * * * * * *
* * * * * * * * * ...
Connected consumers
Gavin Heaton, “Rethinking the Marketing Funnel”, Constellation Research Inc, 2012
 Fragmentation
creates silos not
synergies
 The marketing funnel
assumes a passive
customer
 The next-gen
customer expe...
Marketing mix in transition
 Digital will account for 25% of marketing budgets in
2013
 And will reach 31.1% by 2017
 M...
Just think, in 1897 the SMH could fit ...
=
12 pages 1.44 Mb
When information is finite.
http://www.flickr.com/photos/pgoyette/94520121
One library floor
of academic
journals = 100 Gb
But now ... a global infoglut.
2013 Meeker Report, p 11
0
1
2
3
4
5
6
7
8
9
2005 2006 2007 2008 2009 2010 2011 2012 2013E2...
Individual relationships
People do
BUSINESS with
people they LIKE.
In my mind, disruption looks like ...
http://nasa.gov
We call it
DISRUPTION but it’s
really a new form of
GRAVITY with the...
Accelerating change
As Angela Clark pointed out previously ...
Disruption is the New BAU
Within years of introduction, Apple’s iOS had almost entirely displaced the once
dominant Symbia...
Early digital adopters have accelerated their
dominance in one market and are using that
positioning to disrupt others.
This same pattern will play out repeatedly in the years ahead
as digital convergence creatively destroys one market on its...
We must embrace disruption as a precondition
for innovation and business success.
http://www.flickr.com/photos/86530412@N0...
Three rules for relevance
Participate with purpose
http://www.flickr.com/photos/7815007@N07/7136520433/
Participate with purpose
 Not just about being online (creating, sharing and
distributing various types of content)
 Bey...
Be connected and connectable
 Consumers don’t care about your strategy, your
mobile platform or network
 Consumers care ...
Campaigns are DEAD
 Businesses are addicted to communicating through
campaigns
 They are time boxed and work from an ins...
Did the job you’re in exist when you were studying?
The future of you/work.
Did the job you’re in exist when you were studying?
The only solution we have
is to
embrace
DISRUPTION as USUAL
Something Newcastle seems to understand well.
Brands are
packets of
cultural history
- John Grant
“
”
http://www.youtube.com/watch?v=ZZ9RzctTygw
Newcastle images are from original glass
negatives taken by Ralph Snowball. It is part of
the Norm Barney Photographic Col...
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Stop Talking at Me. Nobody is Listening: The New Physics of the Consumerverse

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Presented at the DiG Festival, NSW, 2013.
Digital is hot right now. But as brands and businesses of all shapes and sizes rush into the digital domain, they bring with them the baggage of old marketing and PR practices. This brave new digital world is a fundamentally different space. Welcome to the "Consumerverse" - an upside-down, inside-out universe where analytics are revealing, on the one hand, the hit and miss randomness of broadcast messaging, and on the other, the growing importance of guided engagement-laden conversation designed to reach the consumer’s “sphere of attraction.”
To succeed in this new Consumerverse, brands need to understand the new physics of attraction and design their business, communications and customer experience accordingly.

Published in: Business, Technology

Stop Talking at Me. Nobody is Listening: The New Physics of the Consumerverse

  1. 1. STOP talking at me. No one is LISTENING Gavin Heaton @servantofchaos The New Physics of the Consumerverse www.servantofchaos.com http://www.flickr.com/photos/demibrooke/2336528544
  2. 2. A simpler time. http://www.flickr.com/photos/uon/3770655191/ Davies & Herbert, Confectioners, 207 Hunter St, Newcastle, 1902
  3. 3. Advertising was ... Newcastle Mortuary Station, Newcastle West, 1896 http://www.flickr.com/photos/uon/3770655789/
  4. 4. And the media was ... Henry Asser, Bookseller and Stationer, 19 Hunter St, Newcastle, 1897 http://www.flickr.com/photos/uon/3771457272
  5. 5. And the media was ... Henry Asser, Bookseller and Stationer, 19 Hunter St, Newcastle, 1897 http://www.flickr.com/photos/uon/3771457272
  6. 6. http://www.flickr.com/photos/uon/3723114862 Thomas Griffiths Lambton Road, New Lambton, 1903 We knew who to trust in business because we knew where they lived (and because they had awesome moustaches)
  7. 7. We built our companies like this ...
  8. 8. We built marketing like this ... http://www.flickr.com/photos/37387675
  9. 9. A convenient truth.
  10. 10. WAIT! Did the job you’re in exist when you were studying?
  11. 11. We became ... Customer centric Customer focused Customer companies
  12. 12. But our organisations still look like:
  13. 13. but live in a digital worldWe have analogue skills
  14. 14. but live in a digital worldWe have analogue companies
  15. 15. but live in a digital worldWe have analogue processes
  16. 16. http://www.flickr.com/photos/45782447@N02/5956902687/ And that digital world doesn’t look, feel or operate in the same way.
  17. 17. http://www.flickr.com/photos/40143737@N02/3841160835/ It’s an alien world powered by geeks, data and passion. (Yes, it’s a new kind of sexy)
  18. 18. Constellation Research calls this the “Consumerisation of IT”. Big data, social, mobile, cloud and unified communications are converging with the “Connected Consumer” at the centre. R “Ray” Wang, “Understanding the new role of the CIO”, Constellation Research Inc, 2012
  19. 19. Conversion Consider- ation Interest Awareness Rethinking the marketing funnel  Inside-out view of the buying process  Digital has disrupted the way that we find and buy Gavin Heaton, “Strengthening Marketing’s Mid-Funnel”, Constellation Research Inc, forthcoming
  20. 20. Simple customer journey DEVICE SPACE ENGAGE CHANNEL PROCESS * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Gavin Heaton, “Analytics Chat for Anametrix”, Constellation Research Inc, 2013
  21. 21. Connected consumers Gavin Heaton, “Rethinking the Marketing Funnel”, Constellation Research Inc, 2012
  22. 22.  Fragmentation creates silos not synergies  The marketing funnel assumes a passive customer  The next-gen customer experience is owned from the outside in  Next-gen customers make purchases in their own time frames  Purchase decisions occur before consumers reach the marketing funnel  Trust is the currency of digital marketing 22 Six principles we need to address
  23. 23. Marketing mix in transition  Digital will account for 25% of marketing budgets in 2013  And will reach 31.1% by 2017  Mobile is expected to grow faster than digital overall and will account for over 50% of digital spending by 2017 eMarketer, August 2013
  24. 24. Just think, in 1897 the SMH could fit ... = 12 pages 1.44 Mb
  25. 25. When information is finite. http://www.flickr.com/photos/pgoyette/94520121 One library floor of academic journals = 100 Gb
  26. 26. But now ... a global infoglut. 2013 Meeker Report, p 11 0 1 2 3 4 5 6 7 8 9 2005 2006 2007 2008 2009 2010 2011 2012 2013E2014E2015E Zettabytes 1 ZB = 1000000000000000000000bytes 1ZB = 1000 exabytes = 1 billion terabytes Global digital information created and shared grew 9x in 5 years
  27. 27. Individual relationships People do BUSINESS with people they LIKE.
  28. 28. In my mind, disruption looks like ... http://nasa.gov We call it DISRUPTION but it’s really a new form of GRAVITY with the consumer at the centre of everything.
  29. 29. Accelerating change As Angela Clark pointed out previously ...
  30. 30. Disruption is the New BAU Within years of introduction, Apple’s iOS had almost entirely displaced the once dominant Symbian OS from Nokia. Android now claims a majority foothold in the mobile market.
  31. 31. Early digital adopters have accelerated their dominance in one market and are using that positioning to disrupt others.
  32. 32. This same pattern will play out repeatedly in the years ahead as digital convergence creatively destroys one market on its way to establishing a new one. This is the pattern of DISRUPTION as USUAL.
  33. 33. We must embrace disruption as a precondition for innovation and business success. http://www.flickr.com/photos/86530412@N02/8226451812/
  34. 34. Three rules for relevance
  35. 35. Participate with purpose http://www.flickr.com/photos/7815007@N07/7136520433/
  36. 36. Participate with purpose  Not just about being online (creating, sharing and distributing various types of content)  Beyond content to the realm of SERVICE  Fulfil a role or purpose that aligns with the needs and aspirations of Connected Consumers  PURPOSE attracts
  37. 37. Be connected and connectable  Consumers don’t care about your strategy, your mobile platform or network  Consumers care about access and availability – any channel, any time in a consumable form  If you are not connected and connectable then you are NOT RELEVANT
  38. 38. Campaigns are DEAD  Businesses are addicted to communicating through campaigns  They are time boxed and work from an inside-out point of view  Find flexible, micro approach to campaigns that map to the buyer’s journey  Work across digital and non-digital touchpoints  Strategically plan comms by buyer journey
  39. 39. Did the job you’re in exist when you were studying?
  40. 40. The future of you/work. Did the job you’re in exist when you were studying?
  41. 41. The only solution we have is to embrace DISRUPTION as USUAL
  42. 42. Something Newcastle seems to understand well.
  43. 43. Brands are packets of cultural history - John Grant “ ” http://www.youtube.com/watch?v=ZZ9RzctTygw
  44. 44. Newcastle images are from original glass negatives taken by Ralph Snowball. It is part of the Norm Barney Photographic Collection, held by Cultural Collections at the University of Newcastle, NSW, Australia. All others are referenced on the slide. IMAGES Gavin Heaton gavin@constellationr.com // @servantofchaos CONTACT
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