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Six Faces of the Future: Marketing in 2015

David Rogers
David Rogers
David RogersAuthor, “The Digital Transformation Playbook.” Keynote speaker. Consultant. Faculty, Columbia Business School.

My keynote speech at The Economist's "Big Rethink" CMO conference on March 13th, 2014 in New York City. I described six mega-trends shaping the near future of marketing: 1. The Addressable Customer 2. Technodiversity 3. Advertising’s Hollow Middle 4. Invisible Threats 5. Two Minds of Marketing 6. The Vanishing CMO For more information, contact me at contact@davidrogers.biz, or visit me at www.davidrogers.biz WATCH the VIDEO at: https://www.youtube.com/watch?v=xl9zMzrP_GM

Six Faces of the Future: Marketing in 2015

1 of 33
Six Faces of the Future:
Marketing in 2015
@David_Rogers
Author
Executive Director, BRITE
Faculty Director, Digital Marketing Strategy
© 2014 David L. Rogers
© 2014 David L. Rogers
Some companies worked with
© 2014 David L. Rogers
Every technology increases the realm of the possible
© 2014 David L. Rogers
SIX FACES of
THE FUTURE OF MARKETING
© 2014 David L. Rogers
1. The Addressable Customer
2. Technodiversity
3. Advertising’s Hollow Middle
4. Invisible Threats
5. Two Minds of Marketing
6. The Vanishing CMO
Ad

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Six Faces of the Future: Marketing in 2015

  • 1. Six Faces of the Future: Marketing in 2015 @David_Rogers Author Executive Director, BRITE Faculty Director, Digital Marketing Strategy
  • 2. © 2014 David L. Rogers
  • 3. © 2014 David L. Rogers Some companies worked with
  • 4. © 2014 David L. Rogers Every technology increases the realm of the possible
  • 5. © 2014 David L. Rogers SIX FACES of THE FUTURE OF MARKETING
  • 6. © 2014 David L. Rogers 1. The Addressable Customer 2. Technodiversity 3. Advertising’s Hollow Middle 4. Invisible Threats 5. Two Minds of Marketing 6. The Vanishing CMO
  • 7. © 2014 David L. Rogers 1. The Addressable Customer
  • 8. © 2014 David L. Rogers
  • 9. © 2014 David L. Rogers Adressable across platforms
  • 10. © 2014 David L. Rogers Addressable TV “I would never buy TV when I can buy YouTube.” -Jon Steinberg, President, BuzzFeed
  • 11. © 2014 David L. Rogers Addressable retail
  • 12. © 2014 David L. Rogers Addressable products
  • 13. © 2014 David L. Rogers 2. Technodiversity
  • 14. © 2014 David L. Rogers
  • 15. © 2014 David L. Rogers Technologies don’t die
  • 16. © 2014 David L. Rogers “Mobile too, not mobile first”
  • 17. © 2014 David L. Rogers Winner-Takes-All (but a lot of “all’s”) + ?? + + + + + + + + ??
  • 18. © 2014 David L. Rogers 3. Advertising’s Hollow Middle
  • 19. © 2014 David L. Rogers
  • 20. © 2014 David L. Rogers Reverse bell curve RTB Programmatic Direct response Live TV Converged deals Branded content Display
  • 21. © 2014 David L. Rogers End of the (brand) banner?
  • 22. © 2014 David L. Rogers The $20 million ad
  • 23. © 2014 David L. Rogers 4. Invisible Threats
  • 24. © 2014 David L. Rogers Data security as brand issue
  • 25. © 2014 David L. Rogers Botnets eating your ad budget
  • 26. © 2014 David L. Rogers 5. Two Minds of Marketing
  • 27. © 2014 David L. Rogers Centaurs always win
  • 28. © 2014 David L. Rogers Augmented intelligence
  • 29. © 2014 David L. Rogers “Machines are for answers. Humans are for questions.” - Kevin Kelly
  • 30. © 2014 David L. Rogers 6. The Vanishing CMO
  • 31. © 2014 David L. Rogers The Chief Marketing Officer is becoming… Chief Information Officer Chief Experience Officer Chief Culture Officer Chief Strategy Officer Chief Financial Officer
  • 32. © 2014 David L. Rogers SIX FACES OF THE FUTURE OF MARKETING 1. The Addressable Customer 2. Technodiversity 3. Advertising’s Hollow Middle 4. Invisible Threats 5. Two Minds of Marketing 6. The Vanishing CMO
  • 33. © 2014 David L. Rogers Questions? contact@DavidRogers.biz