Which skills & capabilities are crucial for the marketer of tomorrow? In this presentation, I took the marketing students of KdG through some trends occurring in the market.

1. Lean
Hive
What does it take to become
a future-proof marketer?
Gunter Blanckaert
@guntbl
29/11/2019

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Hive
Who is Gunter ?

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Hive
The 4th Industrial Revolution

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Hive
Top 10 skills you should master…

5. Lean
Hive“Harder, Better, Faster,
Stronger”
From product to service/platform
companies
From marketing silo to omni-
present
From whisky drinking to tech
marketer

6. Lean
HiveMarketing is become the center point
of a convergence wave
As a marketer, you
own the complete
Customer journey,
you do not only
look after the
brand awareness
or need to drive
leads

7. Lean
HiveMarketing is become the center point
of a convergence wave
As a marketer, you
own the complete
Customer journey,
you do not only
look after the
brand awareness
or need to drive
leads

8. Lean
HiveMarketing is become the center point
of a convergence wave
You need to
become a
full stack marketer

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Hive
You need to
become
T-shaped
marketer
Marketing is become the center point
of a convergence wave

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Hive
Marketing & Software converge
Marketing Software
Marketing Software
Source: Brinker, Scott. Hacking Marketing: Agile Practices to
Make Marketing Smarter, Faster and More Innovative (p38).
Wiley
Digitalnessoftheworld
SoftwareMarketing
Time

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Hive
Marketing & Software converge
Source: Brinker, Scott. Hacking Marketing: Agile Practices to
Make Marketing Smarter, Faster and More Innovative (p45).
Wiley
SoftwareMarketing
Brand
Design
Storytelling
Audience
Insights
Content
Data
Automation
Digital
Dynamics
UX/CX
Algorithms
Code
System
architecture
Programmatic
thinking
DATA & AUTOMATION
need to become your
middle name
Start to get good at
PRODUCT
(physical product, service or
software)

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Hive
Move fast, fail often

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Hive
Move fast, fail often
Source: Jonny Schneider

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Hive
Move fast, fail often
Source: Jonny Schneider

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Hive
Move fast, fail often
Source: Jonny Schneider

16. Lack of imagination

17. 3x rejected from
university

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Hive

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Hive

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Hive

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Hive
“The best way to
predict the future
is to invent it”
Alan Kay

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Hive
“The best way to
predict the future
is to invent it”
ready for
be
try it today”

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Hive
ARTIFICAL
INTELLIGENCE
Science fiction?
“The theory and
development of
computer
systems able to
perform tasks
normally
requiring human
intelligence…”

24. Lean
HiveNetflix
Source: Adzooma

25. Lean
HivePrediction
By 2020, we are
expected to see
more than
381 million
connected cars
on the road.
Source: cmswire

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What do these examples
have in common
?

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It all comes down to processing
large amounts of DATA

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Machine Learning – a little test
• 3 – 9
• 3 – 16
• 8 – 64
• 9 - ?
That’s exactly kind of behavior that we are trying to teach to
machines. We are trying to teach machines to “Learn from
Experience”.

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Hive
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Machine Learning

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Machine Learning

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1 1
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Machine Learning

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Machine Learning

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AI & ML
are
helping
men to
buys
clothes

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Hive
CHATBOTS
First aid with
marriage
questions, what
movie to choose,
what program to
watch, which
pizza to order, …

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Hive
New(er) ways of interacting
Source: Adzooma

39. Lean
Hive
Voice on the rise
30% of the searches will be
done without a screen by
2020 (Gartner 2018)
At the start of 2018, the
combined install base for
Google Home and Amazon
Alexa was 45 million (CRIP
2018)
Google Assistant is now
available on more than 400
million devices
(Google 2018)
72% of voice-activated
speaker owners say they
their devices are often used
as a part of their routine
(Google 2018)
50% of all searches will be
voice searches by 2020
(Clickz 2018)

40. Lean
Hive
How to optimize content for voice (search)
1. Answer customer questions with
featured snippets
2. Structured data: “How to” and
speakable schema
3. Update your local SEO
4. Improve your page speed on
mobile
5. Prepare for new voice ads

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Hive
Voice + Bots + AI

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Hive
Visual
Search

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Hive
Visual Search and augmented reality

44. Lean
HiveBlockchain Powered Ads
Source: Basic Attention Token

45. Lean
HiveBlend
creativity &
data

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Hive
Adobe Sensei

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Hive
Messaging apps as the new platform

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Hive
WeChat in China

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Hive
What does it
take to be a
future-proof
marketer?

50. Lean
HiveA future-proof
marketer should be…
ANALYTICAL
BEHAVIOURAL PSYCHOLOGISTS
EMPATHIC & GOOB (Talking to customers)
CURIOUS, ALWAYS LOOKING FORWARD
TECH-SAVVY & T-SHAPED

51. Lean
HiveA future-proof
marketer should be…
ANALYTICAL
BEHAVIOURAL PSYCHOLOGISTS
EMPATHIC & GOOB (Talking to customers)
CURIOUS, ALWAYS LOOKING FORWARD
TECH-SAVVY & T-SHAPED
WILLING TO GET THEIR HANDS DIRTY
TRYING, FAILING, RE-TRYING
PUTTING THE CUSTOMER FIRST
REACHING OUT TO THE OTHERS
A CONSTANT LEARNER

52. Lean
HiveA future-proof
marketer should be…
ANALYTICAL
BEHAVIOURAL PSYCHOLOGISTS
EMPATHIC & GOOB (Talking to customers)
CURIOUS, ALWAYS LOOKING FORWARD
TECH-SAVVY & T-SHAPED
WILLING TO GET THEIR HANDS DIRTY
TRYING, FAILING, RE-TRYING
PUTTING THE CUSTOMER FIRST
REACHING OUT TO THE OTHERS
A CONSTANT LEARNER
AGILE & LEAN
MOVING FASTER THEN THE COMPETITION
EARLY ADOPTERS

53. Lean
Hive
Hey Alexa, will there still be
marketers by 2020?

54. Lean
Hive
Hey Alexa, will there still be
marketers by 2020?

55. Lean
Hive
Thank you!
gunter@leanhive.be
+32479730087
@guntbl
https://www.linkedin.com/in/gunterblanckaert/