1.
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
AUTOBOTS,
DECEPTICONS
TECHNOLOGY AND
MARKETING IN THE NEW
WORLD ORDER
Gavin Heaton
DisruptorsHandbook.com

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
WHERE TO FIND ME:
@servantofchaos
au.linkedin.com/in/servantofchaos
gavin@servantofchaos.com
Blog: servantofchaos.com
Innovation: disruptorshandbook.com

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
A truck that turns into a
robot is not so
far fetched

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#platforming

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Platforms create
multiple points of
value

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Social
Delivers
connection
Cloud
Delivers
service
Mobile
Delivers
location
Analytics
Delivers
awareness

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Note:
#platforming is not
#planking

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Rise of #XAAS

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More hashtags
#IoT

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Every device creates
data and that
data can tell a story

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Where he
works
How he gets
there
Who he talks to,
travels with, texts
and calls

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#creepyline

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
With #BigData,
don’t cross the
#creepyline
http://creepyline.com/

23.
Lessons for
marketers?

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Every
minute on
the internet
http://www.fastcocreate.com/1683480/take-a-look-at-what-happens-every-single-minute-on-the-internet

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
We are awash
with data

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
It’s about
the
experience
of the brand

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Customers report they are willing to pay up to
30 percent more for a superior experience. In
fact, more than half (56 percent) of those
surveyed report paying more for a product in
the last six months because the customer
experience was better than other less
expensive options.
- avanade.com

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
EXPERIENCE IS THE CURRENCY OF YOUR BRAND

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Digital is at the
heart of our
experiences
now

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
#NoMoPhobia
The fear of being without
your mobile phone

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
When can you be interrupted?

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When can
you be
interrupted?

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Social
Delivers
connection
Cloud
Delivers
service
Mobile
Delivers
location
Analytics
Delivers
awareness
[paid]
[earned] [owned]
Speaking
different
languages

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
The
language
of tech?

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
In your
dreams

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
In many organizations, business people and technologists move in
different circles. There is a yawning cultural gulf between them: they
speak different languages, report to different managers, socialize
with different people, and have different career ambitions. Neither
side trusts or particularly respects the other. Neither side
understands the pressures, deadlines and challenges the other
faces. They are at loggerheads.
-- Wayne Eckerson

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
[IT] [Marketing]
The Red of Technology
and the Blue of
Business

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Breakthrough innovation occurs when reconciling opposites.
Living at one end or the other of a philosophical or cultural
spectrum is comfortable, but not terribly interesting or instructive.
You know the answers before people ask the questions. Your
past, present, and future are hard wired and unchanging.
-- Wayne Eckerson

40.
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOKhttp://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOKhttp://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
DEVICE
SPACE
ENGAGE
CHANNEL
PROCESS
* * * * * * * * * * * * * * * * * * * * * *
* * * * * * * * * * * * * * * * * * * * * *
* * * * * * * * * * * * * * * * * * * * * *
* * * * * * * * * * * * * * * * * * * * * *
* * * * * * * * * * * * * * * * * * * * * *
CUSTOMER EXPERIENCE MAP
TIME

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1.
Buying
Stage
3.
Behaviour
by Persona
2.
Content
& Analytics

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http://www.smartinsights.com/
Content
matrix

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Audit your
team across
five
dimensions
Marketing
foundations
Tech
foundations
Content
prod &
publishing
Data
analytics
Social
mindset

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Marketing
foundations

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Technology
foundations

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Content prod
& publishing

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COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Data
analytics

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Social
mindset

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Source skills from
inside
Engage external
agencies

53.
Create memorable
experiences
Deep and sustainable relationships

54.
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Remember …
Don’t be a robot

55.
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
MARKETING IN THE NEW
WORLD ORDER
Gavin Heaton
gavin@disruptorshandbook.com
DisruptorsHandbook.com