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Dark Marketing

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Slides from my "Dark Marketing" webinar on Weds 30th August.

Published in: Marketing
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Dark Marketing

  1. 1. 30th August 2017 @Jeremy Waite | IBM Evangelist #DarkMarketing
  2. 2. #DarkMarketing
  3. 3. The Problem
  4. 4. #DARKMARKETING Dark Social Dark Data Dark Martech
  5. 5. “Dark Marketing, as sinister as sounds, is not that bad. It is a term used to refer to way of marketing, brand building and advertising that is opposite to traditional, in-your-face kind of ways. Dark marketing is covert, secretive, and coy. It is in direct defiance of the traditional advertising definition, which states that advertiser/ sponsor should be clearly identified. According to Wired Magazine’s Jargon Watch, Dark Marketing is “Discreetly sponsored online and real-world entertainment intended to reach hipster audiences that would ordinarily shun corporate shilling”. Marketers are now moving towards more covert techniques specially targeting the young audience who dislike the blatant marketing communications”. #DARKMARKETING
  6. 6. Dark Social
  7. 7. Dark Data
  8. 8. Dark Martech
  9. 9. “In marketing, creepy means relevant”. SCOTT GALLOWAY
  10. 10. 1:1 Clienteling Automated Clienteling MARKETING • Campaign & Audience Management • Consumer Journeys • Display Advertisement • Social Studio (Listen/Engage/Publish) • Analytics (Web and In App Mobile) • Predictive Intelligence & Personalisation • Production & Content Management CONSUMER APPLICATION (Web and Mobile App) • eCommerce Integration • POS & IOT Integration • Consumer Engagement Apps • Pixel Perfect Design Master Data • Consumer Master Data • Vendor Master Data • Product and Location Sales • Consumer Orders Consumer Service • Live & Video Chat • SOS Button B2B & Employee Application (Web & Mobile) • Purchase Orders • Store Orders Community • Vendor Community • Employee Community • Consumer Community Loyalty Execution Instore ISInStore Store Services Consumer Services Product Ratings Next Best Offer Live Video Chat Community EmployeeServices, StoreOperations SustainabilityClick & Collect Mobile Payments Pick-UpOrders Return Services Kiosk Product Rentals Catalogue Newsletter Social Consumer Services Product Information Social ServicesPOS Coupons TailoredPromotions, ProductPlacements Benefits,Compensation, Education Product Recommendations Consumer Care Telephony Social Surveys Chat Social Media Integration SEO/SEM Social Commerce Content ManagementActive Audiences Predictive Selling Social Push Social Advertisement Lookalikes Digital Channel Services AdWord Management Search Merchandising Online Shop Services Assortment Planning Promotion Planning Forecasting Surveys/Audit Prediction Planning In Store Operations Workforce Management Employee Onboarding Store Inventory Management Scheduling Store Analytics Store Digitalization Collaboration Employee Apps IoT Services Automated Services Automated Replenishments Recognition Gamifictation HR & Employee Services Recruiting Onboarding Employee Helpdesk Training Performance Management Employee Motivation Media Management B2B Services Vendor Onboarding B2B2C eCommerce Trade Promotions Contract Management Process Payments and Orders Integration WebServices/ REST API ANALYTICS • Smart Data Services • Data Sciences BatchAPI Integration WebServices/REST API REST API Order Management Services OMS Stock/Virtual Stock PIM Subscription Management Product Catalogue Mobile Coupons Payment Options Wish list/Friends List Return Management One Click Shopping Geo Location Email Mobile Push SMS / MMS Web Analytics Diagnostics Geo location/Beacon One Touch Orders Robot Clientelling Cross-Sell Engine Create and manage orders ConsumerServiceEngagement Partner Ecosystem/Integrated Operations Promotions,Tailored Coupons,Consumer, Information,MobilePush Supply Chain Services B2B Integration - EDI Tracking Services Warehouse Management SCM Insights/Dashboards Logistics/Delivery In-Store Tailored Promotions, Product Placements Consumer Engagements Recommendation Order Processing, Stock Management, Promotions, Shipments PLATFORM • Integration Services • B2B & Employee Application (Web & Mobile App) • Identify Management • Authentication and Authorization • Mobile • Big Data Objects • Data Management Tools • Data Modeling Tools Finance IoT • Business Rules & Orchestration • Real-Time Event Processing • Rich Contextual Data at Rest Knowledgbase
  11. 11. 11
  12. 12. 15
  13. 13. The Research
  14. 14. INNOVATION TRIGGER PEAK OF INFLATED EXPECTATIONS TROUGH OF DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PLATEAU OF PRODUCTIVITY Digital Marketing Hype-Cycle PLATEAU WILL BE REACHED IN: < 2 YEARS 2-5 YEARS 5-10 YEARS <10 YEARS OBSOLETE BEFORE PLATEAU @JEREMYWAITE
  15. 15. INNOVATION TRIGGER PEAK OF INFLATED EXPECTATIONS TROUGH OF DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PLATEAU OF PRODUCTIVITY Digital Marketing Hype-Cycle 2012 PLATEAU WILL BE REACHED IN: < 2 YEARS 2-5 YEARS 5-10 YEARS <10 YEARS OBSOLETE BEFORE PLATEAU Persona Management No-Email Initiatives Social Media Metrics Gamification Social Media Security Apps Social Network Analysis Social Analytics Social Commerce Social Profiles Social Software Suites Social Media Engagement Tools Mobile Social Networks Social Media Monitors @JEREMYWAITE
  16. 16. INNOVATION TRIGGER PEAK OF INFLATED EXPECTATIONS TROUGH OF DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PLATEAU OF PRODUCTIVITY Digital Marketing Hype-Cycle 2013 PLATEAU WILL BE REACHED IN: < 2 YEARS 2-5 YEARS 5-10 YEARS <10 YEARS OBSOLETE BEFORE PLATEAU Sentiment Analysis Mobile Advertising Mobile Search Event Triggered Marketing AR Campaign Segmentation Lead Management Email Marketing Predictive Analytics Loyalty Marketing Social Analytics Social Commerce Data Driven Marketing Privacy Management Tools Social Marketing Neurobusiness Digital Marketing Hubs Responsive Design Gamification Real-Time Marketing Mobile Analytics Multi-Channel Attribution @JEREMYWAITE
  17. 17. INNOVATION TRIGGER PEAK OF INFLATED EXPECTATIONS TROUGH OF DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PLATEAU OF PRODUCTIVITY Digital Marketing Hype-Cycle 2014 PLATEAU WILL BE REACHED IN: < 2 YEARS 2-5 YEARS 5-10 YEARS <10 YEARS OBSOLETE BEFORE PLATEAU Real-Time Marketing Digital Marketing Hubs Multi-Channel Attribution Neurobusiness Responsive Design Data-Driven Marketing AR GamificationMobile Analytics Social Commerce Privacy Management Tools Event Triggered Marketing Loyalty Marketing Personalisation Campaign Segmentation Lead Management Mobile Ads Email Marketing Predictive Analytics Content Marketing @JEREMYWAITE
  18. 18. INNOVATION TRIGGER PEAK OF INFLATED EXPECTATIONS TROUGH OF DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PLATEAU OF PRODUCTIVITY Digital Marketing Hype-Cycle 2015 PLATEAU WILL BE REACHED IN: < 2 YEARS 2-5 YEARS 5-10 YEARS <10 YEARS OBSOLETE BEFORE PLATEAU Real-Time Marketing Digital Marketing Hubs Cross Device Identification Personification Neurobusiness Wearables AR Mobile Commerce Predictive Analytics Data-Driven Marketing Multi-Channel Attribution iBeacons Responsive Design Privacy Management Loyalty Marketing Multi-Channel Marketing Event Triggered Marketing In-App Advertising Gamification Social TV Personalisation Mobile Ads Lead Management Content Marketing Digital Out-of-Home @JEREMYWAITE
  19. 19. INNOVATION TRIGGER PEAK OF INFLATED EXPECTATIONS TROUGH OF DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PLATEAU OF PRODUCTIVITY Digital Marketing Hype-Cycle 2016 PLATEAU WILL BE REACHED IN: < 2 YEARS 2-5 YEARS 5-10 YEARS <10 YEARS OBSOLETE BEFORE PLATEAU Real-Time Marketing Ad Blocking General Purpose Machine Intelligence Customer Data Platforms Personification Programmatic TV ads Cross Device Identification Virtual PAs AR Marketing Customer Journey Analytics Mobile Analytics Predictive Analytics Data-Driven Marketing Mobile Commerce Bluetooth Beacons Multi-Channel Attribution Event Triggered Marketing DMPs Content Marketing Social Marketing Social Analytics In-App Advertising Personalisation Loyalty Marketing Responsive Design Digital Out-of-Home @JEREMYWAITE
  20. 20. INNOVATION TRIGGER PEAK OF INFLATED EXPECTATIONS TROUGH OF DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PLATEAU OF PRODUCTIVITY Digital Marketing Hype-Cycle 2017 PLATEAU WILL BE REACHED IN: < 2 YEARS 2-5 YEARS 5-10 YEARS <10 YEARS OBSOLETE BEFORE PLATEAU Real-Time Marketing AI in Marketing Personification Programmatic TV ads Cross Device Identification Ad Blocking AR / VR Marketing Predictive Analytics Virtual PAs Account Based Marketing Mobile Marketing Analytics Data-Driven Marketing Bluetooth Beacons Wearables Tag Management Event Triggered Marketing Loyalty Marketing Multi-Channel Marketing Social Marketing Digital Marketing Hubs Content Marketing Responsive Design DMPs In-App Advertising Personalisation Real-Time Bidding Mobile Commerce @JEREMYWAITE
  21. 21. BAD (MARKETING) FOR THE GREATER GOOD
  22. 22. The Solution
  23. 23. New Dark Marketing Research Retail Week – “Keeping up with the ever-changing consumer” eConsultancy – “Marketing in the Dark” Watson Marketing
  24. 24. True Loyalty Mercenary Loyalty Cult Loyalty Inertia Loyalty Customer Loyalty Matrix RELATIONAL TRANSACTIONAL PASSIVE ACTIVE “The brand reflects my personal identity”. GOAL: OPTIMISE THE TRIBE “I’m loyal because you pay me to be loyal”. GOAL: OPTIMISE THE INCENTIVE “The connection to the brand goers beyond the offer”. GOAL: OPTIMISE THE EXPERIENCE “I’m only here because it’s too much trouble to go elsewhere”. GOAL: OPTIMISE THE BARRIERS TO EXIT Watson Marketing CUSTOMER SERVICESEEK FEEDBACK EDUCATE CUSTOMERSBUILD RELATIONSHIPS RIGHT MESSAGE • RIGHT CHANNEL • RIGHT TIME = TELL BETTER STORIES Retention Tactic
  25. 25. 1. Customer or Product Support 2. Product and Sales 3. Marketing & PR 4. Community 5. Corporate Communications 6. Crisis 7. Support
  26. 26. 1. Customer or Product Support 2. Product and Sales 3. Marketing & PR 4. Community 5. Corporate Communications 6. Crisis 7. Support
  27. 27. Create a Real-Time Conversation Index qWho are your customers? DEMOGRAPHICS qWhat are they saying? KEYWORDS qWhere did they talk? PLATFORMS / NETWORKS qWhy did they talk? TRENDS qWhen did these conversations happen? RECENCY DEMOGRAPHICS | PSYCHOGRAPHICS | BEHAVIOURGRAPHICS
  28. 28. Watson Marketing Services Global Business Services IBM Interactive Experience Partner Ecosystem
  29. 29. Conversational Commerce 33
  30. 30. 2 3 4 1 Conversational Commerce DIRECTLY ENGAGES THE CUSTOMER IN VALUE-ADDED DIALOGUE Begins by asking the customer “why?” DELIVERS PERSONALIZED RESULTS Builds trust and confidence in the purchase through personalized and contextual results BUILDS A BRIDGE OVER THE PHYSICAL/DIGITAL GAP More like a great in-store sales experience INSIGHTS GAINED MAKE THE BUSINESS SMARTER Customer-driven insights can inform product development, marketing and merchandising decisions
  31. 31. THE NORTH FACE JACKET FINDER POWERED BY EXPERT PERSONAL SHOPPER
  32. 32. https://www.thenorthface.com/xps The North Face Expert Personal Shopper
  33. 33. https://www.1800flowers.com/gwyn 1-800 Flowers Personal Gift Concierge
  34. 34. Personality Insights http://gwen-systemu.mybluemix.net
  35. 35. Personality Insights Keyword Extraction Image Link Extraction Language Detection Relationship Extraction Feed Detection Sentiment Analysis Dialog Concept Expansion Visual Recognition Concept Insights Concept Tagging Language Translation Natural Language Classifier Retrieve & Rank Text To Speech Author Extraction Tone Analyzer Taxonomy Message Resonance Image Tagging Text Extraction Watson News Speech to Text Tradeoff Analytics Entity Extraction Face Detection Video Augmentation Factoid Pipeline Case Evaluation Knowledge Canvas Q&A Qualification Criteria Class. Policy Identification Fusion Q&A Risk Stratification Usage Insights Answer Generation Decision Optimisation Emotion Analysis Knowledge Graph Decision Support Knowledge Studio Service Statistical Dialog Easy Adaptation Question & Answer Speech to Text IBM.com/Watson Personality Insights Sentiment Analysis Visual Recognition Natural Language Classifier Tone Analyzer Image Tagging Emotion Analysis IBM Watson API’s
  36. 36. IBM Customer Engagement Think Smarter. Be Essential. Read. IBM.com/Marketing Watch. @Technology Listen. A16z iTunes 6
  37. 37. #TenWords A marketing book for people who don’t like marketing. www.JEREMY.live/TenWords • Published: 1st September
  38. 38. @Jeremy Waite | Evangelist @IBM Thank You.

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