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Hoe je inspeelt op de marketingtrends van de toekomst - Wouter Hosman @ Merkle | Customer Data Conference 2019

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Wouter deelt niet alleen welke belangrijke trends en voorspellingen er zijn in marketing, maar leert je ook hoe je vandaag al heel concreet aan de slag kunt om optimaal in te spelen op de toekomst. Laat je meenemen op een reis langs zeer concrete voorbeelden en tips die je zullen helpen om voor te blijven op de rest.
https://www.frankwatching.com/customerdataconference/

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Hoe je inspeelt op de marketingtrends van de toekomst - Wouter Hosman @ Merkle | Customer Data Conference 2019

  1. 1. TRENDSVAN DE TOEKOMST HOE JE INSPEELT OP DE MARKETING
  2. 2. WHO KNOWS RIGHT?
  3. 3. HEAD OF INNOVATION
  4. 4. WE CONNECT THE FUTURE TO TODAY’S MARKETING UNIVERSE
  5. 5. SIGNALS
  6. 6. TRENDS
  7. 7. EMERGING TREND RADAR
  8. 8. INNOVATION S-CURVE
  9. 9. BENEDICT EVANS
  10. 10. NEXT S-CURVE?
  11. 11. AI
  12. 12. BUT...
  13. 13. PEOPLE
  14. 14. IT’S NOT ABOUT WHAT TECHNOLOGY CAN DO FOR US ANYMORE... IT’S WHAT WE AS A SOCIETY ARE ACCEPTING IT TO DO FOR US...
  15. 15. WHAT DOES IT MEAN TO BE HUMAN IN A TECH DRIVEN WORLD?
  16. 16. ENTERPRISE EMPATHY
  17. 17. FIRST PARTY DATA REVOLUTION
  18. 18. TECH-ETHICS
  19. 19. FACE DOWN CHIN UP
  20. 20. DELIBERATE DOWNGRADING
  21. 21. DISTRUSTFUL TIMES
  22. 22. ADVERTISING INTOLERANCE Source: Dentsu Aegis Network CMO Survey 2019 46%“CMO’S SEE ADVERTISING INTOLERANCE AS A KEY BARRIER FOR THEIR SUCCESS”
  23. 23. What can we do? WHAT’S A MARKETEER TO DO?
  24. 24. CHANGING ROLES
  25. 25. 80%“CMO’S STATE THEY WILL NEED TO TAKE MORE RESPONSIBILITY FOR PRODUCT AND SERVICE INNOVATION OVER THE NEXT 2-3 YEARS”
  26. 26. MARKETING AS A SERVICE
  27. 27. VOICE
  28. 28. ASSISTANT ACTION TO NEXT BEST ACTION Omnichannel approach TRIGGER EMAIL CAMPAIGN Marketing Automation What’s your departure station? Amsterdam Trigger <Interested in OVBike> Status <No Subscription yet> NBA <Lead OVBike> Rotterdam Great. When can you be at the station? In 10 minutes OK. Your train will depart in 23 minutes from track 12. Would you like an OV Bike at arrival? Yes Alright. There are 178 bikes left at Amsterdam Central Station. I noticed that you don’t have a subscription yet, this could save you money. Shall I send you some more info via e-mail?
  29. 29. BUILDING TRUST IN DISTRUSTFUL TIMES
  30. 30. IN AN ERA OF CHOICE, THE VALUE OF CURATION SKYROCKETS
  31. 31. WHEN PEOPLE EXPERIENCE OVERLOAD CONSIDER TAKING LESS TIME FROM THEM
  32. 32. IN AN ERA OF BOTS WE SEEM TO TRUST BRAINS MORE
  33. 33. BIG CREATIVE IDEAS & CONSISTENT EXPERIENCES
  34. 34. BE TRANSPARANT SHOW EMPATHY ACT HUMAN
  35. 35. FIRST PARTY REVOLUTION
  36. 36. ADD VALUE EARN IT BECOME PUBTALK
  37. 37. UNKNOWN LOGGED-IN
  38. 38. KEEP VIGILANT WATCH
  39. 39. IOT & CONSUMER ADOPTION
  40. 40. 5G SMART HOMES WEARABLES / LIFE TRACKING SIGNALS
  41. 41. CONNECTED PERSONAL EXPERIENCES
  42. 42. CONNECTING WORLDS
  43. 43. CONNECTED CAR & INSURANCE
  44. 44. What can we do? WHAT’S A MARKETEER TO DO
  45. 45. PEOPLE BASED MARKETING
  46. 46. https://www.dentsuaegisnetwork.com/cmo-survey-2019 MERKLE VOICE WHITEPAPER DAN CMO REPORT 2019 https://innovation.merkle.nl WOUTER HOSMAN whosman@merkleinc.com

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