The end of digital marketing

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  • If we speak about the end of digital marketing it is indeed because we are in an environment that is rapidly changing.This is not new, but what we need to acknowledge is that it is simply the end of doing business as usual, where we think, work and function in silos.The sooner a business understand this, the sooner they will be able to adapt also to the changes that are still ahead.
  • Evolution and change is a constant theme – in life – in technology, in communication, in the way we do marketing.But we see that change happens faster. And will continue to go faster as brands need to innovate more and faster to stay ahead of competitors and to continue to answer the evolving needs of the consumers. In the age of information, we became overwhelmed with information, much thanks to the internet. This was a huge innovation. Consumers were like sponges happy to take in all the information that was available to them. The push-model worked well.This has changed.Today, the customer has made it clear that he wants to be more in control. Like this, we enter the Age of the Customer:His needs and demands are central. The customer experience becomes the same as the brand experience // Consumers expects a customer experience that is remarkable - across all channels equally, whereby hopping from channel to another is fluid and smooth. In that way digital become an integral part of the customer journey and works as a catalyst for the conversion process.As a brand, it is key to jump on that bandwagon, in order to survive. Even though it requires a big mind shift for companies
  • In the Age of the customer, there are a couple of new challenges that we – as marketers – will have to face.They underline the fact that digital marketing vs offline marketing disappear to make room for integrated marketing
  • The most disruptive is google’s driverless carMade to reduce cost when photographing streets for street view, but now opening up for other application, like allowing the blind and the disabled access to a car.If everyone would drive a google car, traffic problems would be solved, accidents would not happen anymore. And where does that leave insurance companies, that make their money from car insurance…
  • The end of digital marketing

    1. 1. 2013 : The end of “digital” marketing ? Client Afternoon 25.04.2013
    2. 2. THE CHANGING GAME
    3. 3. Entering a new era Source : Gartner
    4. 4. Future consumers only know digital
    5. 5. NEW MARKETING CHALLENGES
    6. 6. #1 - We are living in a period of disruption “Digital disruption is the result of a rising class of disruptors who exploit digital tools and platforms to offer new value to customers. Previously known as a threat only to easily disruptable businesses like music or newspapers, now every major industry is about to be digitally disrupted”
    7. 7. UNINTENDED DISRUPTION FROM GOOGLE
    8. 8. #2 – Content strategies and social strategies will merge “CMOs will have to overcome the current divide between digital marketing and brand marketing to successfully develop and implement compelling brand experiences. “
    9. 9. In social, we learned how important content generation is. We didn’t understand how much content we need to produce. It is the currency of the social experience” Jim Farley CMO – Ford Motors
    10. 10. A COMMUNITY THAT GOES FAR BEYOND PRODUCT AND PRICE
    11. 11. BRANDS BECOME PUBLISHERS
    12. 12. #3 – Putting customers at the center of your business “CMOs must select and prioritize what the visible value is for each touch point to consistently deliver against the brand promise and generate lasting preference.”
    13. 13. THE 4 P’s MAKE ROOM FOR THE 4 A’s
    14. 14. GREAT CUSTOMER EXPERIENCE FOR ALL SEGMENTS
    15. 15. DIGITAL TO ENHANCE THE SHOPPING EXPERIENCE
    16. 16. WHAT DOES THIS MEAN FOR YOU?
    17. 17. “We are entering a world where digital innovation is merging with traditional marketing fundamentals to create new approaches, new brand leaders, and new models for success."
    18. 18. 1. Lead with customer-thinking first “We are entering a world where digital innovation is merging with traditional marketing fundamentals to create new approaches, new brand leaders, and new models for success."
    19. 19. 2. Understand your assets to leverage your social media presence
    20. 20. 3. Redefine the roles All the really cool stuff for the Chief Customer Experience Officer
    21. 21. The end of “digital” marketing ? Better : the start of a new marketing era Client Afternoon 25.04.2013

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