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4.
#DARKMARKETING
Dark Social Dark Data Dark Martech
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
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.
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.
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.
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.
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.
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.
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
23.
New Dark Marketing Research
Retail Week – “Keeping up with the ever-changing consumer”
eConsultancy – “Marketing in the Dark”
Watson Marketing
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.
1. Customer or Product Support
2. Product and Sales
3. Marketing & PR
4. Community
5. Corporate Communications
6. Crisis
7. Support
26.
1. Customer or Product Support
2. Product and Sales
3. Marketing & PR
4. Community
5. Corporate Communications
6. Crisis
7. Support
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.
Watson Marketing Services
Global Business Services
IBM Interactive Experience
Partner Ecosystem
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.
THE NORTH FACE JACKET FINDER
POWERED BY EXPERT PERSONAL SHOPPER
32.
https://www.thenorthface.com/xps
The North Face Expert Personal Shopper
33.
https://www.1800flowers.com/gwyn
1-800 Flowers Personal Gift Concierge