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FollowFridays 2011 Session 3: Will you still have a job in marketing of the future?

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AdNerds hebben de reputatie de toekomst te voorspellen. Ook dit jaar doen we graag weer een poging. Maar het wordt geen pure fictie, geen fantasie. We vertrekken van concepten en oplossingen die vandaag stilaan vorm krijgen. We bekijken hun potentieel met betrekking tot marketing communicatie. De vraag die we daarbij stellen én beantwoorden, is of jij als marketeer - en in dezelfde adem, wij als agency - nog een toekomst hebben in die nieuwe wereld?

Published in: Business, News & Politics
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FollowFridays 2011 Session 3: Will you still have a job in marketing of the future?

  1. 1. Will you still have a job in marketing of the future?
  2. 2. AdNerdsThe Radically Digital Division of Proximity BBDO
  3. 3. Will you still have a job in marketing of the future?Marketing is going to become a much moretechnology-driven activityMarketing is going to become a much morescience-driven activitySome really plausible possibilitieswith technology- and science-driven marketing…
  4. 4. Will you still have a job in marketing of the future?
  5. 5. Marketing is going to become a much more technology-driven activity
  6. 6. A sensor is a devicethat measures a physical quantity and converts it into a signalwhich can be read by an observer or by an instrument.
  7. 7. Slow down, please!
  8. 8. First Try
  9. 9. Second Try
  10. 10. Third Try
  11. 11. Fourth Try
  12. 12. Fifth Try
  13. 13. A phenomenon called “feedback loops” 1 2 Evidence Relevance The radar-equipped sign The sign also displays the legal speed flashes a car’s current speed. limit to put your own speed in context. 4 3 Action Consequences Drivers slow an average of People are reminded of the downside of14 percent—usually for several miles. speeding: traffic tickets, accidents, ...
  14. 14. Every product can have sensors from now on...
  15. 15. It helps solve problems that shouldn’t be problems
  16. 16. Meet “GlowCaps”
  17. 17. Smartphones are the easiest solution to give direct feedback
  18. 18. On top of that: smartphones are the most widespread sensor-equipped tools sor gps sen camera r gyroscopeproximity senso accelerometer moisture sensor ambient light sensor microphone
  19. 19. Sensor ubiquity will turn objects, locations and people intonetworked, interactive elements. ABI Research
  20. 20. Marketing is going to become a much more science-driven activity
  21. 21. Consumers claim to hatemarketing - mostly, because they get too much unwanted marketing. Eric Goldman, Tech Law Professor, Santa Clara University
  22. 22. Will Social Media Be the New Nielsen for TV Ad Buyers? Source: Nielsen
  23. 23. 15%
  24. 24. Sponsored by FORD, COCA-COLA and AT&T
  25. 25. Sponsored by FORD, COCA-COLA and AT&T
  26. 26. Traditional focus groupsare a Cro-Magnon form of market research.K. Pradeep, CEO of Neurofocus (owned by Nielsen Research)
  27. 27. Apple aficionados don’t just like their iPads; they’re preprogrammed to like them.
  28. 28. = =
  29. 29.
  30. 30.
  31. 31. Some really plausible possibilitieswith technology- and science-driven marketing…
  32. 32. Your mass media will become (almost) one-to-one
  33. 33. Your product will start the conversation for you
  34. 34. The quest for lowering thresholds
  35. 35. The quest for lowering thresholds Bart Muskala Bart Muskala
  36. 36. The quest for lowering thresholds Bart Muskala Bart Muskala
  37. 37. New: Pepsi Smart
  38. 38. Pepsi, ore, gmnothin g less nothin Your sma knows ‘ev rtphone erything’ about you
  39. 39. Pepsi, ore, gmnothin g less nothin Your sma knows ‘ev rtphone A nearby Pepsi can erything’ about you triggers a notification Pepsi Can Pepsi access your data?
  40. 40. Pepsi, ore, gmnothin g less nothin Your sma knows ‘ev rtphone A nearby Pepsi can erything’ about you triggers a notification Pepsi Can Pepsi access your data? Profile & sensor data are accessible for Pepsi
  41. 41. Loyalty programs made easy 09281631
  42. 42. Loyalty programs made easy 09281631
  43. 43. Loyalty programs made easy 09281631 10 Pepsi’s! Nice! Congratulations, y ou had your 10th Pep just si this week. That gives yo bonus of 100 points u a ! + 100 credits
  44. 44. Fully automatic member-gets-member Bonuses anBart’s c One for Jan Bart’s place
  45. 45. Fully automatic member-gets-member Bonuses anBart’s c One for Jan Generosity Bonus! Congratulations, because you’re a generous guy for sharing your precious Pepsi cans with Jan: + 50 credits Bart’s place
  46. 46. Fully automatic member-gets-member Bonuses anBart’s c One for Jan Generosity Bonus! Welcome Jan! Congratulations, because Thanks for joining our you’re a generous guy for loyalty program. You just sharing your precious earned your first points. Pepsi cans with Jan: Check out what you can do with it in our Shop. + 50 credits Bart’s place + 100 credits
  47. 47. In-store activation based on insights Local retailer
  48. 48. In-store activation based on insights epsi Don’t forget your P your Just a q uick reminder: ost stash at home is alm ou’re a empty . And since y e in a r, we’r good custome d: generous moo Local retailer -1€ on a 6-pack
  49. 49. “Can’t go wrong” co-partnerships Local retailer
  50. 50. “Can’t go wrong” co-partnerships A tasty opportunity Since you like both Pepsi and Lay’s chips, we offer you this unique opportunity + =1€ Local retailer
  51. 51. Note to self: don’t subscribe to all About to expire.Please replace me! Tobacco use can make you impotent! Your pampers is almost empty. Time for a new one!
  52. 52. Your mass product will become unique and perfect
  53. 53. “Ask your cat and it will tell you to buy Whiskas”
  54. 54. !
  55. 55. happy, healthy cat less vet costs happy, loyal owner huge database with cat eating habits built-in loyalty program lots of opportunities for interaction
  56. 56. Will you still have HjobANSWER of the future? T a E in marketing
  57. 57. Two trends driving the futurescience driven technology driven
  58. 58. Marketing has changed IN OUTSource: Harvard Business Review, “Embracing complexity”
  59. 59. Marketing has changed IN OUT d more complicateSource: Harvard Business Review, “Embracing complexity”
  60. 60. Marketing has changed IN IN OUT OUT dmore complicate more complex Source: Harvard Business Review, “Embracing complexity”
  61. 61. Marketing has changed IN IN IMPULS A IMPULS B OUT B OUT A OUT OUT dmore complicate more complex Source: Harvard Business Review, “Embracing complexity”
  62. 62. Marketing has changed IN IN IMPULS A IMPULS B OUT B OUT A OUT OUT d more complicate more complex + - more predictable harder to be successful - +possible to automate marketeers required Source: Harvard Business Review, “Embracing complexity”
  63. 63. Just because thousands of sensors are supplying data, that doesn’t mean the system isintelligent. The important thing is what you do with the data. Prof. Gerard Weikum, Director of the Max Planck Institute, Saarbrücken
  64. 64. Thx!

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