Client of The Future - Phd Brainscape


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A presentation about how clients should advertise in the future. It is based on available technologies but a different understanding.

I presented this at Phd's Brainscape 2010 in Dubai - UAE

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  • Neither can I, but as with all clairvoyants I will look at existing things and provide an educated guess on what is most likely to succeedThe future is not about developing new technologies…
  • We have the technology to change the world. It’s about if and how we use itIt’s about our mindset in accepting and adopting this technology and making it part of our daily lives and conventional processes
  • There has been a lot of emphasis on customers over the past few years and everyone claims that the “customer is king”
  • He has not been informed of his powers though. We have not seen the crowning of the customer yet, nor given them any actual authority – we should physically empower them
  • In five years customers will manage customer service departments. Not only by answering queries to others but by actually interviewing customer care representatives
  • Eventually most of us will report to customers who will fill our evaluation/performance appraisalGIVE THE CUSTOMER KING TANGIBLE AUTHORITY LEVELS
  • Research and pretesting is a key for all marketers as a test to what customers want
  • We all agree that research has its pit-falls mainly due to the “control environment” and social influences
  • Analytics will to a certain degree replace research; whereby the information collected will be “real”;The model will change from test-and-try to try-and-testResearch will be done through sales attempts and detailed analytics will be providedIF YOU DON’T KNOW, TRY!
  • Currently we ask/incentivize people to talk about our products – and it’s very hard!
  • Some products have already started talking about their customers… willingly
  • Social media will become a product strategy like what Nike+ is doingThis in return will give us great endless repositories of user data and analytics that can be used to optimize product development and sales/marketing
  • Over the past 500 years, we have become accustomed to experience products and brands through physical retail outletsIn the next five opening a branch would become much simpler
  • In the past 5 years a new retail model has started to pick up;
  • The same laws of real estate and contractors would apply however the players and units will become very differentDubizzle for example would sell you a 200x200pixel peace of land, and the architects will be your communication agencies
  • Transactions can be done from within what we used to call display banners which can now act as retail outletTHERE IS NO NEED FOR INTERMEDIARIES
  • Marketing channels have always been separate to sales channels
  • However things are starting to change; we are seeing more and more marketing channels that sell
  • As marketing and sales boundaries blur, the marketing people need to start doing the salesCommunication agencies need to be empowered to do our sales as clients and have access to more and more of our proprietary systems (inventory, customer service etc.) More and more perfected models would develop as CPS (cost per sale) LET MARKETING SELL
  • Where’s the advertisement?
  • All information is advertisingPeople only see it as advertising when they don’t care about it or feel it’s forced on them
  • People should be able to close ads they don’t like – because if they don’t apply to them you have your analytics wrong.If they do like them, that’s a lead for you and you can be charged moreIF THEY DON’T WANT YOU. SET THEM FREE
  • I don’t think mobile is really a blur, I will talk about it because I come from du and you’re probably expecting me to The mobile is everything: internet, keys, credit card, remote controlThink of the mobile as an extension of us, it’s a way we use things – make sure the things that you develop are compatible with the mobile and have an application through it | it does not have to be a separate strategy! It’s just like making handicap access to your shop
  • You wont know until you try, and case studies are not very representative (especially in advertising, if it’s done before it wont work again!)Online is not expensive but can give great rewards… pay a few dollars and see what happensExample of online job interview
  • Client of The Future - Phd Brainscape

    1. 1. Brainscape | 24.05.2010 | @fkhater<br />
    2. 2. Can you see into the future?<br />
    3. 3. We have the technology to change the world<br />
    4. 4.
    5. 5.
    6. 6. Simon says: “customer is King”<br />
    7. 7. Did anyone knight the customer?<br />
    8. 8. …Interview in Progress…<br />Customers should manage customer service<br />
    9. 9.
    10. 10.
    11. 11.
    12. 12. Need help deciding?<br />Focus group!<br />
    13. 13. How would YOU feel in a “control environment”?<br />
    14. 14. Real insights happen in “reality”<br />
    15. 15.
    16. 16.
    17. 17. Please talk about my product<br />
    18. 18. Products can talk… about their users<br />
    19. 19. Product espionage<br />
    20. 20.
    21. 21.
    22. 22. History has taught us physical retail<br />
    23. 23. Products are now being sold differently<br />
    24. 24. Retailers will still require real-estate and shop design<br />
    25. 25. In-banner transactions<br />
    26. 26.
    27. 27.
    28. 28. Marketing<br />Sales<br />vs.<br />
    29. 29. What if marketing can sell?<br />
    30. 30. Let them sell<br />
    31. 31.
    32. 32.
    33. 33. Where’s the ad?<br />
    34. 34. Everything is an ad<br />Ad for Australian teen<br />Ad for Pakistani officials<br />Ad for Brazilian Gangs<br />Ad for Bangkok demonstrators<br />Ad for Qatar<br />Ad for Al Qa’eda<br />
    35. 35. Can I skip your ad if it’s not relevant?<br />
    36. 36. What about Mobile?<br />
    37. 37. In the mean time, I recommend: Trial and Error<br />
    38. 38. @fkhater<br /><br />