Autobots, decepticons and marketing in the new world order

Disruptor's Handbook
Disruptor's HandbookFounder, Strategy and Product Development
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
AUTOBOTS,
DECEPTICONS
TECHNOLOGY AND
MARKETING IN THE NEW
WORLD ORDER
Gavin Heaton
DisruptorsHandbook.com
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
WHERE TO FIND ME:
@servantofchaos
au.linkedin.com/in/servantofchaos
gavin@servantofchaos.com
Blog: servantofchaos.com
Innovation: disruptorshandbook.com
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
A truck that turns into a
robot is not so
far fetched
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
#platforming
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Platforms create
multiple points of
value
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Social
Delivers
connection
Cloud
Delivers
service
Mobile
Delivers
location
Analytics
Delivers
awareness
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Note:
#platforming is not
#planking
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Rise of #XAAS
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
More hashtags
#IoT
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Every device creates
data and that
data can tell a story
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Where he
works
How he gets
there
Who he talks to,
travels with, texts
and calls
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
#creepyline
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
With #BigData,
don’t cross the
#creepyline
http://creepyline.com/
Lessons for
marketers?
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
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
We are awash
with data
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
It’s about
the
experience
of the brand
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
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
EXPERIENCE IS THE CURRENCY OF YOUR BRAND
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Digital is at the
heart of our
experiences
now
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
#NoMoPhobia
The fear of being without
your mobile phone
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
When can you be interrupted?
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
When can
you be
interrupted?
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Social
Delivers
connection
Cloud
Delivers
service
Mobile
Delivers
location
Analytics
Delivers
awareness
[paid]
[earned] [owned]
Speaking
different
languages
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
The
language
of tech?
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
In your
dreams
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
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
[IT] [Marketing]
The Red of Technology
and the Blue of
Business
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
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
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOKhttp://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOKhttp://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
DEVICE
SPACE
ENGAGE
CHANNEL
PROCESS
* * * * * * * * * * * * * * * * * * * * * *
* * * * * * * * * * * * * * * * * * * * * *
* * * * * * * * * * * * * * * * * * * * * *
* * * * * * * * * * * * * * * * * * * * * *
* * * * * * * * * * * * * * * * * * * * * *
CUSTOMER EXPERIENCE MAP
TIME
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
1.
Buying
Stage
3.
Behaviour
by Persona
2.
Content
& Analytics
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
http://www.smartinsights.com/
Content
matrix
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Audit your
team across
five
dimensions
Marketing
foundations
Tech
foundations
Content
prod &
publishing
Data
analytics
Social
mindset
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Marketing
foundations
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Technology
foundations
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Content prod
& publishing
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Data
analytics
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Social
mindset
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Source skills from
inside
Engage external
agencies
Create memorable
experiences
Deep and sustainable relationships
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
Remember …
Don’t be a robot
COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK
MARKETING IN THE NEW
WORLD ORDER
Gavin Heaton
gavin@disruptorshandbook.com
DisruptorsHandbook.com
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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