Autobots, decepticons and marketing in the new world order
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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](https://image.slidesharecdn.com/marketo-autobots-decepticons-final-150901032628-lva1-app6891/75/autobots-decepticons-and-marketing-in-the-new-world-order-33-2048.jpg?cb=1668375968)
![COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
[IT] [Marketing]
The Red of Technology
and the Blue of
Business](https://image.slidesharecdn.com/marketo-autobots-decepticons-final-150901032628-lva1-app6891/75/autobots-decepticons-and-marketing-in-the-new-world-order-37-2048.jpg?cb=1668375968)
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. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK AUTOBOTS, DECEPTICONS TECHNOLOGY AND MARKETING IN THE NEW WORLD ORDER Gavin Heaton DisruptorsHandbook.com
- 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. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
- 4. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
- 5. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK A truck that turns into a robot is not so far fetched
- 6. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
- 7. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
- 8. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK #platforming
- 9. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Platforms create multiple points of value
- 10. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
- 11. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
- 12. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Social Delivers connection Cloud Delivers service Mobile Delivers location Analytics Delivers awareness
- 13. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Note: #platforming is not #planking
- 14. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Rise of #XAAS
- 15. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
- 16. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK More hashtags #IoT
- 17. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Every device creates data and that data can tell a story
- 18. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
- 19. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Where he works How he gets there Who he talks to, travels with, texts and calls
- 20. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
- 21. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK #creepyline
- 22. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK With #BigData, don’t cross the #creepyline http://creepyline.com/
- 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. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK We are awash with data
- 26. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK It’s about the experience of the brand
- 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. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK EXPERIENCE IS THE CURRENCY OF YOUR BRAND
- 29. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Digital is at the heart of our experiences now
- 30. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK #NoMoPhobia The fear of being without your mobile phone
- 31. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK When can you be interrupted?
- 32. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK When can you be interrupted?
- 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. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK The language of tech?
- 35. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK In your dreams
- 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. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK [IT] [Marketing] The Red of Technology and the Blue of Business
- 38. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
- 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. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOKhttp://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
- 41. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
- 42. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOKhttp://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
- 43. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK DEVICE SPACE ENGAGE CHANNEL PROCESS * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * CUSTOMER EXPERIENCE MAP TIME
- 44. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK 1. Buying Stage 3. Behaviour by Persona 2. Content & Analytics
- 45. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK http://www.smartinsights.com/ Content matrix
- 46. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Audit your team across five dimensions Marketing foundations Tech foundations Content prod & publishing Data analytics Social mindset
- 47. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Marketing foundations
- 48. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Technology foundations
- 49. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Content prod & publishing
- 50. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Data analytics
- 51. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK Social mindset
- 52. COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK 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