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Autobots, decepticons and marketing in the new world order

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Technology isn’t just changing the lives of our customers, it’s changing marketing and it’s changing IT. This is a new world order – where marketers need IT skills and IT teams need marketing skills. Just as the Transformers from the movies can change their shape, form and function, so too must our teams. We explore the options, needs and structures that prepare your organisation for marketing’s new world order.

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Autobots, decepticons and marketing in the new world order

  1. 1. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK AUTOBOTS, DECEPTICONS TECHNOLOGY AND MARKETING IN THE NEW WORLD ORDER Gavin Heaton DisruptorsHandbook.com
  2. 2. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK WHERE TO FIND ME: @servantofchaos au.linkedin.com/in/servantofchaos gavin@servantofchaos.com Blog: servantofchaos.com Innovation: disruptorshandbook.com
  3. 3. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
  4. 4. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
  5. 5. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK A truck that turns into a robot is not so far fetched
  6. 6. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
  7. 7. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
  8. 8. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK #platforming
  9. 9. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Platforms create multiple points of value
  10. 10. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
  11. 11. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
  12. 12. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Social Delivers connection Cloud Delivers service Mobile Delivers location Analytics Delivers awareness
  13. 13. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Note: #platforming is not #planking
  14. 14. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Rise of #XAAS
  15. 15. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
  16. 16. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK More hashtags #IoT
  17. 17. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Every device creates data and that data can tell a story
  18. 18. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
  19. 19. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Where he works How he gets there Who he talks to, travels with, texts and calls
  20. 20. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
  21. 21. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK #creepyline
  22. 22. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK With #BigData, don’t cross the #creepyline http://creepyline.com/
  23. 23. Lessons for marketers?
  24. 24. 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
  25. 25. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK We are awash with data
  26. 26. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK It’s about the experience of the brand
  27. 27. 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
  28. 28. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK EXPERIENCE IS THE CURRENCY OF YOUR BRAND
  29. 29. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Digital is at the heart of our experiences now
  30. 30. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK #NoMoPhobia The fear of being without your mobile phone
  31. 31. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK When can you be interrupted?
  32. 32. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK When can you be interrupted?
  33. 33. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Social Delivers connection Cloud Delivers service Mobile Delivers location Analytics Delivers awareness [paid] [earned] [owned] Speaking different languages
  34. 34. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK The language of tech?
  35. 35. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK In your dreams
  36. 36. 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
  37. 37. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK [IT] [Marketing] The Red of Technology and the Blue of Business
  38. 38. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
  39. 39. 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. 40. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOKhttp://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
  41. 41. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
  42. 42. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOKhttp://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
  43. 43. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK DEVICE SPACE ENGAGE CHANNEL PROCESS * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * CUSTOMER EXPERIENCE MAP TIME
  44. 44. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK 1. Buying Stage 3. Behaviour by Persona 2. Content & Analytics
  45. 45. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK http://www.smartinsights.com/ Content matrix
  46. 46. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Audit your team across five dimensions Marketing foundations Tech foundations Content prod & publishing Data analytics Social mindset
  47. 47. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Marketing foundations
  48. 48. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Technology foundations
  49. 49. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Content prod & publishing
  50. 50. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Data analytics
  51. 51. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Social mindset
  52. 52. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Source skills from inside Engage external agencies
  53. 53. Create memorable experiences Deep and sustainable relationships
  54. 54. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Remember … Don’t be a robot
  55. 55. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK MARKETING IN THE NEW WORLD ORDER Gavin Heaton gavin@disruptorshandbook.com DisruptorsHandbook.com

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