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Conferencia marketing innovations ol

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Conferencia sobre innovaciones de marketing

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Conferencia marketing innovations ol

  1. 1. MARKETING INNOVATIONS fontanini@learning.eoi.es @afontanini
  2. 2. Internal Environment External Environment the strategic management process Strategic Intent Strategic Mission Strategic Competitiveness Above Average Returns Feedback Strategy Formulation Business-Level Strategy Competitive Dynamics Corporate-Level Strategy International Strategy Cooperative Strategies Acquisitions & Restructuring Strategy Implementation Corporate Governance Structure & Control Strategic Leadership Entrepreneurship & Innovation Strategic Inputs Strategic Actions Strategic Outcomes
  3. 3. Marketing Strategy Planning Process Customers Needs and other Segmenting Dimensions Company Mission, Objectives, Competitors Current & Prospective Context: External Market Environment Technology, Political & Legal, Social & Cultural, Economic Targeting & Segmentation Positioning & Differentiation Narrowing down to focused strategy with quantitative and qualitative screening criteria S. W. O. T. MIX Analysis People, Post Sale service, Promise Personal experience, Process
  4. 4. COMMODITY PRICES
  5. 5. AGENDA 1.  CO-GENERATING VALUE ACROSS MASS MARKETS 2.  THE DIGITAL TRANSFORMATION: SEGMENTING THE CUSTOMERS OF THE FUTURE (MILLENNIALS) 3.  HOW TO ENGAGE IN THE DIGITAL ECONOMY WRAP UP
  6. 6. OUR (CUSTOMERS) CHALLENGES
  7. 7. http://www.elmundo.es/economia/ 2015/09/07/55e9d2f4ca4741547e8 b4599.html 250 MILLION JOBS WILL BE “TRANSFORMED” BY 10 YEARS (10 MILLION IN UK)
  8. 8. http://www.enriquedans.com/2015/08/vehiculos-autonomos-pensando-mas-alla.html?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A +ElBlogDeEnriqueDans+%28El+Blog+de+Enrique+Dans%29 THE BOT FUTURE TRANSPORT
  9. 9. HOW RELEVANT IS MY BRAND FOR THE SOCIETY I SERVE?
  10. 10. CO-GENERATING VALUE
  11. 11. CROWD-SOURCING MODELS
  12. 12. http://www.crowdsourcing.org/
  13. 13. https://en.wikipedia.org/wiki/List_of_crowdsourcing_projects
  14. 14. INFONOMIA CO-SOCIETY
  15. 15. http://www.infonomia.com/resources/
  16. 16. http://www.co-society.com/
  17. 17. http://www.co-society.com/activities/
  18. 18. CO-GENERATING PRODUCTS
  19. 19. LOCAL MOTORS
  20. 20. http://www.foxnews.com/leisure/2013/01/31/local-motors-partners-with-us-army-to-bring-crowd-sourcing-to-front- lines/
  21. 21. https://localmotors.com/
  22. 22. https://localmotors.com/explore/idea/category/fabrication/
  23. 23. https://localmotors.com/explore/idea/category/fabrication/
  24. 24. https://localmotors.com/dominos/
  25. 25. https://localmotors.com/3d-printed-car/
  26. 26. http://startup.singularityu.org/
  27. 27. INCUBATING/ ACELERATING SOLUTIONS
  28. 28. AUTORADIOTVINTEG RATEDCHIPSFAXPCC REDITCARDSINTERN ETSMARTPHONESFR ACKING
  29. 29. ELECTRICCARSHUMA NGENOMESECUENCIN GMOBILEAPPSSOCIAL MEDIAWEAREBLECOM PUTING3DPRINTING
  30. 30. ENTERPRISES EFFICIENCY + EXECUTION
  31. 31. START UPS INNOVATION
  32. 32. The Battle of Trafalgar! 1805 ~ 210 years ago! ! Lord Nelson: 27 ships! Napoleon: 33 ships! ! Lord Nelson: 17,000 men! Napoleon: 30,000 men! ! British ! casualties: ! 1,500+! ! Franco-Spanish ! casualties:! 16,000+! ! !
  33. 33. http://www.youtube.com/watch?v=GVXYAwXHpvg
  34. 34. http://www.ycombinator.com/
  35. 35. http://rocketspace.com/
  36. 36. http://svn.org/
  37. 37. INNER TECH BEST PRACTICES
  38. 38. Impact Investment Ethical Bank Crowdfunding P2P Finance Alternative currencies Social Entrepreneurship Green BusinessBenefit Corporations Ecological Corporations B-Corp Certifications Just Trade Sharing Economy Coworking Hiperlocal Economies Urban Villages Holacratic companies Triple Bottom LineGlobal Happiness Index GOALS
  39. 39. EXTERNAL TECH BEST PRACTICES
  40. 40. + GOOGLE X, SINGULARITY UNIVERSITY, DISNEY, ZAPPOS, AMAZON, ..
  41. 41. THE INSTITUTE OF THE FUTURE
  42. 42. http://www.iftf.org/home/
  43. 43. CHALLENGES
  44. 44. ENDESA Low cost utility based on CEX
  45. 45. MAPFRE Autonomous vehicles insurance
  46. 46. ALSA Bla Bla bus Uber bus
  47. 47. INSPIRATION
  48. 48. https://siyli.org/
  49. 49. http://www.makers-revolution.com/#2aa/custom_plain
  50. 50. AGENDA 1.  CO-GENERATING VALUE ACROSS MASS MARKETS 2.  THE DIGITAL TRANSFORMATION: SEGMENTING THE CUSTOMERS OF THE FUTURE (MILLENNIALS) 3.  HOW TO ENGAGE IN THE DIGITAL ECONOMY WRAP UP
  51. 51. 2000 INTERNET BUBBLE CRASH
  52. 52. “Everything changes and nothing stands still.” Heraclitus
  53. 53. The digital transformation
  54. 54. customer experience operational processes digital transformation business models
  55. 55. Digital business is about the creation of new business designs by blurring the boundaries of physical & digital worlds (GARTNER)
  56. 56. Disintermediation Dematerialization Massive Disruption
  57. 57. Legacy channels devalue Movies Music TV Radio News $5bn ’00-‘07 … with <30 staff
  58. 58. Self-service beats direct service Amazon TravelBanking Insurance
  59. 59. Self-service beats direct service Amazon
  60. 60. Net sales Revenues Amazon 2004 -2014
  61. 61. Self-service beats direct service Amazon Travel
  62. 62. Annual travel e-commerce sales in US 2002 -2014
  63. 63. HOW MANY TIMES HAVE YOU CALLED GOOGLE OR NETFLIX CUSTOMER SERVICE?
  64. 64. Access vs. Ownership Streaming SAAS Sharing economy
  65. 65. PROPRIETARY PROVIDERS CENTRALIZED COMMONS DISTRIBUTED OPEN NO-COMMERCIAL SOCIAL USERS COLLECT (ZIPCAR) INVENTORY USERS / PRODUCERS ANY ROLE EMPOWER (FON) USERS CO - MARKET CO - CREATE ENABLE (AIRBNB) PARTNERS SHARE (WIKIPEDIA) KNOWLEDGE WWW Five levers of accelerated growth CONNECT (SPOTIFY) NETWORK THINGS MOBI
  66. 66. The sharing economy
  67. 67. Why is it happening now?
  68. 68. Internet Population! 1995!! 18 million! Internet Population! 2015!! 3 billion! Internet Population! 2020!! 7.5 billion! Graph: Peter Diamandis, Abundance 360!
  69. 69. By NASA/Carla Cioffi YOU ARE HERE IOT ROCKET BOOSTERS
  70. 70. https://www.youtube.com/watch?v=m96tYpEk1Ao
  71. 71. By 2020 7B+ people and biz + 30B+ devices connected to the net. JORGE LOPEZ, VP & DISTINGUISHED ANALYST, GARTNER
  72. 72. NEW HABITS
  73. 73. Mobile Advertising growing fast CONTEXT OPPORTUNITY Cell phone more efective for spontaneous consumption
  74. 74. Polar Market Segments
  75. 75. THE CHALLENGE NEED TO CHANGE LOOKING FOR DIFFERENTIATION NEW HABITS Find new ways to Retain / Attract Audience Align Comm Strategy to new Audience behaviors Revitalize Advertisement business AUDIENCES MEDIA BRANDS Converge channel-mix to digital to increase impact Shifting attention to Participation Linear approach is no longer valid Engage Audience demand new ways
  76. 76. ‘MILLENNIAL GENERATION’
  77. 77. Life through a screen 80M in the US + 51 M in Europe 2025: 75% of world workforce 81% in Facebook 83% sleeps with her mobile 25 hours/week connected estudio de Forrester Mobile and social networks addicted SPAIN Cambridge University Press 95% use Whatsup (50% 1 hour a day) 44% in YouTube. ( )
  78. 78. Born Digital Prefers Internet to TV 59% see movies in the internet (46% on TV). 1 2 Multi-screen, multi-device Multi-tasks In US (Nielsen): 1 hour less on TV per year (18-24) (Verizon) millennials consume X3 online TV.
  79. 79. Nomofobic and ‘Appdicted’ Forbes Their life is mobile; their mobile is their net screen. 45%: “I could not live without it. 5M APP download per day. 3 4 Social and connected 81% in Facebook 83% sleeps with her mobile “Super connected” millennials consider themselves better prepared and double the leadership skills score (32% vs 16%) Deloitte. LATAM
  80. 80. Critic and exigents 86% would end her customer relationship due to a bad (digital) experience (59% in 2011) Technologically dependent while looking for a job Deloitte 5 Their brands Google, Apple (11%) Coca-Cola (6%) Microsoft (5%) Samsung (4%) ( )
  81. 81. Privacy has 150 years only
  82. 82. Millennial advantage They share their data (lower risk perception New York Times 25% says work is their main goal vs 39% for boomers (50-60 Y) “Time is mine” Companies must create value, be transparent and maximize their talent. Value loyalty and experience above all. ( )
  83. 83. Brands and millennials 2017: 50% of world consumers 6 Keys to understand them while consuming Born Digital Hyperconnected Big Data friendly Active and socially empatic “What´s happening” addicted Multi-device zappers. In US: major workforce (53,5M vs X (52,7M) and boomers (44,6M). Standard & Poor's: 600B US$ market/Y. ( )
  84. 84. How engaging them? Mobile and Internet addicted Socially and professionally Global Millennial Survey 2014 78% uses mobile devices to get news and communicate. Prefer smartphones based channels to be engaged by brands: APPs, Videos, Social networks (Facebook). Retale consulting While shopping off-line: 85% of “millennials” fathers use mobiles looking for comments on products they are buying. Mothers use mobiles to search for deals or discounts. ( )
  85. 85. They like brands but hate advertising Erin McPherson, by Maker Studios (major short videos distributor with 11B visits per month, 60% of users with 13-34Y, 70% of audience outside the US and 50% using mobile devices). Branded, authentic content is the key to increase loyalty.
  86. 86. Loyalty massively depends of experience Aspect says 56% of users 18-34Y changed their supplier due to a bad service experience in 2015. Responsible consume Prefers products made by small firms and value just trade Breaking the myths (Nielsen). Ecological Centro de Investigaciones Pew millennials would pay more for enviromental friendly products (80% would work for them) Champions: UK, Denmark and Germany (Volkswagen L ) Spain is growing 7%. Collaborative consume 50% uses sharing economy: Uber, Airbnb and TaskRabbit.
  87. 87. http://eproduct.hbsp.harvard.edu/eproduct/product/cc_8219/content/index.html;jsessionid=FBBC80A21D1BB2B7487CC865B1FAF895.eproduct1#reader-page-1
  88. 88. Hill-Rom Case
  89. 89. WHY DO PEOPLE HAVE DOGS? SEGMENT THE OWNERS
  90. 90. QUIDOL CASE WHY WOULD A WOMEN WANT TO TAKE A PREGNANCY TEST?
  91. 91. Detractor Promoter High Low ARPU NPS
  92. 92. http://www.mckinseyonmarketingandsales.com/sites/default/files/pdf/Insights%20driven%20sales.pdf
  93. 93. http://www.mckinseyonmarketingandsales.com/irrational-consumption-how-consumers-really-make-decisions BEHAVIORAL ECONOMICS
  94. 94. https://hbr.org/2015/01/why-your-customers-social-identities-matter
  95. 95. But a customer’s social identity at such a moment can’t be easily captured through questions on surveys, whether before or after the purchase. Subtle shifts in social context can dramatically change what group we identify with at any instant. Waiting in the business lounge to board a plane, we might reach for Harvard Business Review, not just for its content but also, subconsciously, to reinforce our identity as a successful executive. A chance conversation about the background music with a neighbor in the lounge, however, might lead us instead to choose a music magazine to reinforce our identity as a rock fan. This provides a plausible explanation for Electrolux’s failed experiment. Answering questions as part of a consumer study might have triggered a “market research respondent” identity in people, making them try to judge the proposed service dispassionately and with an open mind (behavior appropriate to that identity). But out in the real world, the washing machines ran up against another well-defined aspect of social identity: Middle class families don’t rent appliances—and they certainly do not need to pay per wash cycle, which would seem perilously close to feeding coins into the electricity meters found in some low-income homes. The target consumers didn’t want people to question their status as members of the middle class.
  96. 96. https://www.youtube.com/watch?v=sqmsaE9d8cQ
  97. 97. LIFESTYLE (IDENTITY) SEGMENTATION contemporary BASIC LIFESTYLES natural
  98. 98. BASIC LIFESTYLES
  99. 99. STATUS LIFESTYLES SEGMENTATION
  100. 100. Past CULTURE Future Influencers “The tipping point”, Malcolm Gladwell
  101. 101. SEGMENTATIONMAP AB CC AA BB BCCD CCC BBBABA ABA BBC CCD CDC CCB BCB AAB DDC BBA C A B
  102. 102. We need data: machine learning Model data. Make predictions. Build intelligent applications.
  103. 103. Similar products they like Product I’m buying Output: other products I might be interested in
  104. 104. Playlist recommendations Recommendations from coherent & diverse sequence
  105. 105. Friend recommendations Users and “items” are of the same type
  106. 106. CUSTOMER GENOMICS
  107. 107. Investment amount > 10 Financial Values < 3 Financial Values Bank Segmentation
  108. 108. 140 Customer genomics What are basic drivers for customer behaviour and preferences? ENTHUSIAST PRUDENT PROFESSIONAL PASSIVE Interest Dedicated time Knowledge …in principle I am not interested …I woudl like but I do not have time …I like it and I dedicate time to it when I can …this is my job To invest?… •  Risk Profile •  Available Capital •  Age •  Incomes •  … Trust
  109. 109. 141 ¿WHO is our target? PROS AND CONS ENTHUSIASTPRUDENT PROFESSIONALPASSIVE •  She wants her money always available •  Stock Exchange is unknown •  No time to invest •  Neither time nor knowledge •  Saving accounts and low interest deposits •  Following experts •  She has knowledge •  She researches and take decisions •  She looks for better performance •  2-3 Platforms •  They manage a significant wealth •  Diversification and stability •  High knowlledge •  Real time “Simplicity and Good service” “Insights, visuals and performance “Simplicity and trust” “More options and better conditions” Gran cantidad de clientes Cliente con poca movilidad por lo general Generalmente no considera invertir Baja confianza y aceptación Colectivo importante de clientes Potencial para invertir Poca movilidad entre plataformas Menor exigencia que perfiles más expertos pero mayor interés en invertir Desconfianza en el sistema Disposición a invertir en múltiples fondos y valores Inversión a largo y corto plazo Grupo reducido de clientes Uso de varias plataformas Alta exigencia en condiciones de prestación del servicio Mayor rentabilidad Grupo reducido de clientes Uso de varias plataformas Alta exigencia en condiciones de prestación del servicio
  110. 110. 142DO WE HAVE A VOC LAB?
  111. 111. EVERYTHING IS BUILD ON VOC 143 BRAND PRODUCT S PEOPLE PROCESS VOICE OF CUSTOMER
  112. 112. SEGMENTING BY PRODUCTS?
  113. 113. AGENDA 1.  CO-GENERATING VALUE ACROSS MASS MARKETS 2.  THE DIGITAL TRANSFORMATION: SEGMENTING THE CUSTOMERS OF THE FUTURE (MILLENNIALS) 3.  HOW TO ENGAGE IN THE DIGITAL ECONOMY WRAP UP
  114. 114. 3 critical challenges for businesses
  115. 115. 1. Do you have the right people? …and are they empowered to act?
  116. 116. KILL BUROCRACY BRIDGE SILOS OUR PEOPLE ARE OUR STRATEGY (HOLACRACY)
  117. 117. 2. Do you know where to go? Do you know how to get there? Accelerated change Time to market
  118. 118. A BUSINESS IS AN ETHICAL JOURNEY (TO CREATE IMPACT)
  119. 119. https://www.youtube.com/watch?v=0fKBhvDjuy0
  120. 120. CULTURE EATS STRATEGY FOR BREAKFAST
  121. 121. Left: 1967 Omega Speedmaster mechanical watch. Price: about $9,000 in today’s dollars. Right: SEIKO digital quartz watch with ISA K63 commodity movement. Price: $7.
  122. 122. COLLABORATIVE INTELLIGENCE (KNOWLEDGE)
  123. 123. http://icxci.com/
  124. 124. http://icxci.com/
  125. 125. 177 Conclusions, decisions and next steps! Reinforces the real and perceived executiveness of the leader
  126. 126. 3. Can you master digital experiences?
  127. 127. HELP YOUR CUSTOMERS TO CONTROL THEIR DIGITAL LIFE
  128. 128. https://itunes.apple.com/en/app/apple-store/id375380948?mt=8
  129. 129. http://recode.net/2015/11/11/facebooks-new-app-notify-pushes-content-to-your-lock-screen/
  130. 130. AGENDA 1.  CO-GENERATING VALUE ACROSS MASS MARKETS 2.  THE DIGITAL TRANSFORMATION: SEGMENTING THE CUSTOMERS OF THE FUTURE (MILLENNIALS) 3.  HOW TO ENGAGE IN THE EXPONENTIAL ECONOMY WRAP UP
  131. 131. “I WILL FEEL YOUR INNOVATION WHEN WHILE ENTERING YOUR BRANCH, SOME EMPLOYEES WILL STAND UP OFFERING TO SERVE ME WITH ENTHUSIASM”
  132. 132. https://medium.com/the-ferenstein-wire/silicon-valley-s-political-endgame-summarized-1f395785f3c1#.zbklt5fyv
  133. 133. THERE IS NO SUBSTITUTE FOR QUALITY
  134. 134. Top 12 Technologies! Crowd Leverage: Sharing & Sourcing! Machine Learning: AI! Global Reach: Real Time Translation! Internet of Things: Sensors & Cameras! High Speed Internet: Mobile & Video! Mobile AI: Robotics & Drones! Materialization: 3D Printing! Quantified Self: Biotechnology & Genetics! Sustainable Energy: Electric & Hybrid! Virtual Reality: Gamified Connection! Virtual Money: Digitized Currency! Space Travel: Unlimited Resources!
  135. 135. Top 12 Profit Streams! Agriculture! Mining! Energy! Construction! Manufacturing! Medical! Military! Transport! Financial! Education! Communication! Entertainment!
  136. 136. Top 12 Purpose Streams! Natural,organicfood! SustainableEnvironment! RenewableEnergy! Green,smarthomes! Local,sustainableproduction! 100%FreeGlobalHealth Care! Peace&Security! Freedom&Mobility! IncomeEquality&Endto Poverty! Education&EqualityforAll! 100%FreeOnlineAccess! CelebratingArtisanship!
  137. 137. Choose your purpose Connect Harness technology to disrupt the industries in your path.
  138. 138. Las organizaciones no se transforman, las personas sí.
  139. 139. Thanksgiving Reader the For more information, visit www.TheThanksgivingReader.com http://www.thethanksgivingreader.com
  140. 140. HAVE YOU (RECENTLY) SAID “THANK YOU” TO YOUR STAKEHOLDERS?
  141. 141. Thanks +34609114412 @afontanini 222

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