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Pragmatic Disruption of the
Status Quo – Key Trends
Bob Pearson, President W2O Group – 3/6/2014
Contents are proprietary a...
The shift from the
“cloudy” to “never cloudy”
Infrastructure, business and social cloud create
the base to innovate from…....
The shift from “Advertising” to
“Storytizing”
Customers help tell the brand’s story
Mad Men are now MiddleMen
Brand as pub...
•Contents are proprietary and confidential.
4
Channel-neutral
content
The shift from “big data” to
“forensic analytics”
The big 5 fundamentals – listening, influencers,
language, content & cha...
What if we could hear what is said for all retailers worldwide?
The shift from “smart phones”
to “mobile cortex”
300MM patterns in our brains driven by
neocortex shape how we digest info...
Great ideas are often occurring outside your
normal zone of learning
An app that guides you to the right decision and
help...
The shift from “wearables” to
“human data center”
Anything our body does will generate data,
matched with all available co...
The shift from “DMA & Q scores” to
“DNA & IQ Tracking”
Understand influencers by town, city, state,
country to build a bra...
The shift from “who you know” to
“custom search engines”
Understand exactly what your customer base
does, desires and coun...
*From 6,050 physician conversation collected from WCG’s MDigital Twitter Database between 5/12 – 9/12
What Pediatricians A...
The shift from “paid media”
to “smart media”
Companies will have their own trading desks
Earned media insights will shape ...
Flight 1/Pilot
Inefficient Media Mix
Content Capsules tested to
identify lead content, project
reach of Earned media
Fligh...
The shift from “passive CRM”
to “CRM enablement”
Enable customers to learn the full story via an
email, share what they le...
The shift from 1:1 outreach to building media
channels by brand
As the 9% becomes empowered, the
opportunity to build a ne...
The shift from random outreach of employees
to the creation of a company social network
17 Contents are proprietary and co...
The shift from e-commerce
to precommerce
How channels change in importance over time
Match up timing with needs of custome...
The shift from responsive design to responsive
experience
More than 50% of traffic to your website comes
from a phone or t...
Is the visit to your channel
generic?......
20 Contents are proprietary and confidential.
…..or customized to let your visitor know
you know who they are….
21 Contents are proprietary and confidential.
The shift from 86% of clinical trials being
delayed to 86% enrolling early
Mass media gives way to highly focused
outreach...
The shift from data proliferation to global data
supply chain
Right data sources for 100+ countries, all
languages, privat...
The shift from solo agencies to channel
partners
Who is best in each area and how do we
provide best in class service toge...
The new era is here…
it is one that is
Never Cloudy….
25 Contents are proprietary and confidential.
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Pragmatic Disruption of the Status Quo – Key Trends

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Top "pragmatically disruptive" trends from our President, Bob Pearson. Bob presented these at our recent PreCommerce Summit on the Thursday before SXSW.

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Pragmatic Disruption of the Status Quo – Key Trends

  1. 1. Pragmatic Disruption of the Status Quo – Key Trends Bob Pearson, President W2O Group – 3/6/2014 Contents are proprietary and confidential.
  2. 2. The shift from the “cloudy” to “never cloudy” Infrastructure, business and social cloud create the base to innovate from…. The CMO will define the next era 2 Contents are proprietary and confidential.
  3. 3. The shift from “Advertising” to “Storytizing” Customers help tell the brand’s story Mad Men are now MiddleMen Brand as publisher to brand as storyteller 3 Contents are proprietary and confidential.
  4. 4. •Contents are proprietary and confidential. 4 Channel-neutral content
  5. 5. The shift from “big data” to “forensic analytics” The big 5 fundamentals – listening, influencers, language, content & channel The big 3 insights (multi-year, real-time, location-based) 5 Contents are proprietary and confidential.
  6. 6. What if we could hear what is said for all retailers worldwide?
  7. 7. The shift from “smart phones” to “mobile cortex” 300MM patterns in our brains driven by neocortex shape how we digest info Forensic analytics + our own actions = extension of our neocortex/billions of patterns 7 Contents are proprietary and confidential.
  8. 8. Great ideas are often occurring outside your normal zone of learning An app that guides you to the right decision and helps you improve www.sharecare.com/askmd 8 Contents are proprietary and confidential.
  9. 9. The shift from “wearables” to “human data center” Anything our body does will generate data, matched with all available content on a topic Actions of our body lead to results on what to do, e.g. Ask MD 9 Contents are proprietary and confidential.
  10. 10. The shift from “DMA & Q scores” to “DNA & IQ Tracking” Understand influencers by town, city, state, country to build a brand’s DNA for paid/earned Track people of value from character algorithms to network analysis 10 Contents are proprietary and confidential.
  11. 11. The shift from “who you know” to “custom search engines” Understand exactly what your customer base does, desires and counts on Any discrete set of people or things can be turned into a custom search engine 11 Contents are proprietary and confidential.
  12. 12. *From 6,050 physician conversation collected from WCG’s MDigital Twitter Database between 5/12 – 9/12 What Pediatricians Are Talking About…. Your Brand’s Custom Search Engine Will Inform You About the Market• Index of top customers, resellers, OEMs, influencers shows what they do/like/share • Redefines how you deliver content/plan next steps
  13. 13. The shift from “paid media” to “smart media” Companies will have their own trading desks Earned media insights will shape how we use paid Customer networks will create new channels by country by brand 13 Contents are proprietary and confidential.
  14. 14. Flight 1/Pilot Inefficient Media Mix Content Capsules tested to identify lead content, project reach of Earned media Flight 2 Optimized Media Mix Content Capsule adjusted for lead content, media mix optimized to account for Earned Flight 3 Ideal Media Mix Content Capsule and media mix fully optimized for best return PAID EARNED Earned Media will Innovate Paid Media….. Pivot enables A/B/C/D/E/F testing
  15. 15. The shift from “passive CRM” to “CRM enablement” Enable customers to learn the full story via an email, share what they learn with peers and separate those who share vs. those who do nothing Move from ½ percent conversion to 5-10% sharing/learning/conversion 15 Contents are proprietary and confidential.
  16. 16. The shift from 1:1 outreach to building media channels by brand As the 9% becomes empowered, the opportunity to build a new channel worldwide emerges…… 16 Contents are proprietary and confidential.
  17. 17. The shift from random outreach of employees to the creation of a company social network 17 Contents are proprietary and confidential.
  18. 18. The shift from e-commerce to precommerce How channels change in importance over time Match up timing with needs of customer Provide content they want on 1st visit Create an “agile” 365 content approach 18 Contents are proprietary and confidential.
  19. 19. The shift from responsive design to responsive experience More than 50% of traffic to your website comes from a phone or tablet 19 Contents are proprietary and confidential.
  20. 20. Is the visit to your channel generic?...... 20 Contents are proprietary and confidential.
  21. 21. …..or customized to let your visitor know you know who they are…. 21 Contents are proprietary and confidential.
  22. 22. The shift from 86% of clinical trials being delayed to 86% enrolling early Mass media gives way to highly focused outreach to right patients Health is transformed as medicine reaches the market earlier 22 Contents are proprietary and confidential.
  23. 23. The shift from data proliferation to global data supply chain Right data sources for 100+ countries, all languages, private APIs and de-duplication of data 23 Contents are proprietary and confidential.
  24. 24. The shift from solo agencies to channel partners Who is best in each area and how do we provide best in class service together? 24 Contents are proprietary and confidential.
  25. 25. The new era is here… it is one that is Never Cloudy…. 25 Contents are proprietary and confidential.

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