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Disruptive Marketing is the New Normal 2016


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What happens to your Twitter strategy when people skip branded messages? What happens to a digital ad campaign when they install ad-blocking software? How will you get through to customers in the future? While no one has all the answers, thinkers and doers pushing the edges of marketing agree on this: the industry's shakeups are far from done--and even the most up-to-date digital plan will soon be irrelevant. When tech upstarts are reshaping mass media . . . when social networks are altering consumer behavior . . . when wearables and the Internet of Things are poised for takeoff--it's time to throw out old playbooks and embrace disruption. Part freewheeling roadmap of an industry in flux, part mind-bending glimpse into the future, "Disruptive Marketing" unburdens you from conventional planning and an agency mentality, and helps you cultivate the mindset and skills you need for a thriving business. Written by a digital marketing pioneer, "Disruptive Marketing" introduces you to the ideas, interviews, new realities, and evolving trends that illustrate: - The four keys to disruptive marketing - Why ads don't matter anymore - How a quiet "enchanted state" grabs attention - How our anti-organization age impacts brands - What "unicorns" can tell us about the creative economy - Why MFAs can outproduce MBAs - How tinkering created Tumblr - Why distribution comes before content at BuzzFeed - What "producerism" is doing to customers - What big data can and cannot do - Why feelings rule, and more Few people like change, even creative people. But change is here--and it can be more exciting than scary. "Disruptive Marketing" helps you toss tired brand marketing approaches, rethink what you're doing, and find unexplored, unexpected ways to connect with customers on their own terms. Disrupt yourself, and be prepared for anything! Geoffrey Colon works at the intersection of marketing, tech, and popular culture. Data punk, DJ, podcaster, and author, Geoffrey is a communications designer at Microsoft, where he leads a team of disruptive marketers to develop creative and analytical strategies for the company's search advertising business. Previously he was vice president of digital strategy at Ogilvy & Mather, digital communities supervisor at 360i, and social media specialist at Bond Strategy and Influence. He has written for "The Futurist," "Advertising Age," and "Fast Company," and been quoted in the "Wall Street Journal," "Billboard Magazine," "Advertising Age," "Los Angeles Times," "The Guardian" and on NPR.

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Disruptive Marketing is the New Normal 2016

  1. 1. Disruptive Marketing: What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal Geoffrey Colon, Communications Designer, Microsoft
  2. 2. Yes, I wrote a book with a crazy long title. You want to know why?
  3. 3. Because the world is f#&king complex… 3 @djgeoffe
  4. 4. Why is it complex? Because technology is reshaping human behavior at a rate comparable to Moore’s Law (every 2 years). So how does a disruptive marketer respond? 4 @djgeoffe
  5. 5. First, let’s understand the new normal we live in via four quotes: 5 @djgeoffe
  6. 6. “Business has only two functions – marketing and innovation.” – Milan Kundera 6 @djgeoffe
  7. 7. “Get into the habit of imagining an alternate scenario. By posing such ‘imagine if’ questions…we can distance ourselves from the frames, cues, anchors and rhetoric that might be affecting us.” – Noreena Hertz 7 @djgeoffe
  8. 8. “The most disruptive thing in the market is not technology, but rather the customer.” – Tiffani Bova, Salesforce 8 @djgeoffe
  9. 9. “Species go extinct because there are historical constraints built into a given body or a given design.” – Kevin Kelly 9 @djgeoffe
  10. 10. Modern Marketers need to understand technology, platforms, emerging media, analytics, holistic decision-making journeys and… 10 @djgeoffe
  11. 11. …more importantly something more complex than all of that combined. What is more complex than all of those things? 11 @djgeoffe
  12. 12. 12 @djgeoffe
  13. 13. Which means the ask in 21st Century Business for Marketers is: Ask “What If?” and “Why?” A LOT. 13 @djgeoffe
  14. 14. Aspire and live with an attitude like my four- year-old daughter Tillie who wants to be both a unicorn and a scientist when she grows up…(because imagination is our true north)
  15. 15. Don’t think or act like a B-cubed individual. Banker Boring Bottom feeder
  16. 16. Banking makes like one new product every 30 years. And when they do that they practically kill the global economy. (CDO or Collateralized Debt Obligation) Life is too short to be boring. Especially in a business world with abundant solutions. A bottom feeder hires people who are C and D class in their field to take advantage of people.
  17. 17. Don’t take advantage of people. Disrupt that interruptive linear and fixed mindset. 17 @djgeoffe
  18. 18. Empower people. 18 @djgeoffe
  19. 19. More importantly empower people to achieve more. 19 @djgeoffe
  20. 20. Don’t sell them a solution. Sell them your culture, your values, your beliefs… 20 @djgeoffe
  21. 21. Who said life and business had to be boring? Who said, “well, these are the rules” ??? 21 @djgeoffe
  22. 22. In soccer there is no “playbook” and formations adjust based on the pace and momentum of the game. Aspire to learn from the beautiful game… How Soccer Explains Our World 22Disruptive Marketing @djgeoffe
  23. 23. We live in a world now where there are no rules. No best practices. No optimization tips in perpetuity… 23 @djgeoffe
  24. 24. How do we navigate this new normal of… 24 @djgeoffe
  25. 25. A World Without Rules 25Disruptive Marketing @djgeoffe
  26. 26. What matters more in our here and now of the modern world? • Leaders? • Power/Hierarchy? • Scarcity? • Technology? • Revenue? Creative Disruption in the Anti-Organization Age 26Disruptive Marketing @djgeoffe
  27. 27. How about “We the People???” • Inspiration • Being part of something bigger • Feelings/Experiences • Agility • Human Rights • Ethics Creative Disruption in the Anti-Organization Age 27Disruptive Marketing @djgeoffe
  28. 28. Four Goals for the Disruptive Marketer: • Design that meets the demand of an emerging market • Reshaping the world so that it meets the ethical narratives of people- centricity • Customer obsession • The blurring of lines between company and customer Creative Disruption in the Anti-Organization Age 28Disruptive Marketing @djgeoffe
  29. 29. Four Skills of the Disruptive Marketer 29Disruptive Marketing @djgeoffe
  30. 30. What matters more in our here and now of the modern world? • Leaders? • Scarcity? • Technology? • Capital? The Four Skills of the Disruptive Marketer 30Disruptive Marketing @djgeoffe
  31. 31. Indirect knowledge has changed the world…we should focus on: • Listening • Ignoring Bright, Shiny Objects • Ethics • Learn, Unlearn, Relearn The Four Skills of the Disruptive Marketer 31Disruptive Marketing @djgeoffe
  32. 32. Always Be Closing is being replaced by Always Be Listening… The world is now a huge sound chamber where everyone has the ability to add value. The Four Skills of a Disruptive Marketer 32Disruptive Marketing @djgeoffe
  33. 33. What did I get wrong in 2011 in this video? • Is Socialcam a bright, shiny object??? • What behavior should I have paid attention to? The Four Skills of a Disruptive Marketer 33Disruptive Marketing @djgeoffe
  34. 34. Socialcam isn’t a dominant platform but the behavior it was capturing now is: • Video Messaging!!! • Live video streaming!!! • Post-remix video creation!!! The Four Skills of a Disruptive Marketer 34Disruptive Marketing @djgeoffe
  35. 35. What corporate social responsibility and ethical standing does your company have? The Four Skills of a Disruptive Marketer 35Disruptive Marketing @djgeoffe
  36. 36. What you have learned today will be irrelevant in a matter of days… The Four Skills of a Disruptive Marketer 36Disruptive Marketing
  37. 37. Part of learning, unlearning and relearning is where we stand now in the world of modern marketing… 37 @djgeoffe
  38. 38. So ask yourself this question to help you rethink your view of the world and marketing’s place in it… 38 @djgeoffe
  39. 39. When was the last time you did something for the first time? 39 @djgeoffe
  40. 40. My Name Is Geoffrey Colon…and I Work at Microsoft 40 @djgeoffe
  41. 41. Mon nom est Geoffrey Colon…et je travaille chez Microsoft 41 @djgeoffe
  42. 42. Mi nombre es Geoffrey Colon…y trabajo en Microsoft 42 @djgeoffe
  43. 43. Mein Name ist Geoffrey Colon…und ich arbeite bei Microsoft 43 @djgeoffe
  44. 44. मेरा नाम Geoffrey बृहदान्त्र है और मैं माइक्रोसॉफ्ट में काम Microsoft 44 @djgeoffe
  45. 45. मेरा नाम Geoffrey बृहदान्त्र है और मैं माइक्रोसॉफ्ट में काम Microsoft 45 @djgeoffe
  46. 46. 我的名字叫傑佛瑞結腸和我 在微軟工作 Microsoft 46 @djgeoffe
  47. 47. Geoffrey Colon – Life ShieldFamily&Fun Professional • 3 years at Microsoft • 7 years in agency world • 4 years running my own business (Creative Solutions Marketing Agency) • 10 years in the Music Industry • Professional DJ Interests: diversity in the workplace, women in tech, futurology, social media, mobile technology, digital media, blogging, international travel, music production, DJing, reading, soccer (playing and watching), podcasting, fashion, art, music, politics, philosophy, yoga, cooking, running, boxing, MMA, cycling, swimming, physical conditioning Past Roles: landscaping, DJ, radio sales, promotions manager, creative director, event director, agency entrepreneur, social strategist, client solutions director, vice president of digital strategy Personal • Born in Bethlehem, PA • Lehigh University alum • Lived 20 years in Brooklyn, NY • Married to “the” Allison Dunmire • Two daughters: Olive & Matilda Serve on a non-profit board Bring design thinking through diversity Speak at more events, publish more books Create new and innovative business models and products around human behaviors Destroy poverty, hate, racism, sexism PublishedAuthor&NotedPodcaster
  48. 48. Web: Twitter: @djgeoffe Podcast: Disruptive FM Book: Disruptive Marketing 48 @djgeoffe
  49. 49. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THE NFORMATION IN THIS PRESENTATION.