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The experience age has arrived...

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A guide to surviving the future of digital marketing!

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  • DOWNLOAD FULL. BOOKS INTO AVAILABLE FORMAT, ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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The experience age has arrived...

  1. 1. @jonoalderson The Experience Age Has Arrived Digital Marketing In A New Era
  2. 2. @jonoalderson
  3. 3. @jonoalderson Setting the scene...
  4. 4. @jonoalderson http://bit.ly/jono-future
  5. 5. @jonoalderson I’m more concerned about tomorrow than I am about 2020.
  6. 6. @jonoalderson ● The shape of the market, and consumer buying behaviour is changing radically. Immediate concerns
  7. 7. @jonoalderson ● The shape of the market, and consumer buying behaviour is changing radically. ● Our approach to marketing, advertising and fulfillment is straining. Immediate concerns
  8. 8. @jonoalderson ● The shape of the market, and consumer buying behaviour is changing radically. ● Our approach to marketing, advertising and fulfillment is straining. ● The tech and the channels are moving and scaling faster than we can keep up. Immediate concerns
  9. 9. @jonoalderson ● The shape of the market, and consumer buying behaviour is changing radically. ● Our approach to marketing, advertising and fulfillment is straining. ● The tech and the channels are moving and scaling faster than we can keep up. ● Friction and complexity is killing brands. Immediate concerns
  10. 10. @jonoalderson Some tectonic shifts happening right now...
  11. 11. @jonoalderson Amazon Market dominance on “anything in a box”
  12. 12. @jonoalderson The Next Billion People Will come online, and disrupt our markets
  13. 13. @jonoalderson The Nascent Distributed Content Ecosystem …represents a paradigm shift in how we build our empires.
  14. 14. @jonoalderson 3D (and 4D) Printing ...opens up new routes to market, and reduces the cost+value of commodity goods
  15. 15. @jonoalderson Marketplaces ...become the new marketplaces. Commodity goods get cheaper, closer and better.
  16. 16. @jonoalderson New Interfaces ...create new challenges
  17. 17. @jonoalderson IPAs Make decisions on our behalf, and constrict the top and the bottom of your funnel
  18. 18. @jonoalderson Machine Learning Systems become better pattern-matchers than us.
  19. 19. @jonoalderson This is scary. I’ve some ideas about what happens next, and what we need to do.
  20. 20. @jonoalderson 1. The finite capabilities of humans and businesses. We’re going to explore...
  21. 21. @jonoalderson 1. The finite capabilities of humans and businesses. 2. How personal assistants & smart tech will kill the funnel. We’re going to explore...
  22. 22. @jonoalderson 1. The finite capabilities of humans and businesses. 2. How personal assistants & smart tech will kill the funnel. 3. How we need to change what ‘brand’ means. We’re going to explore...
  23. 23. @jonoalderson 1. The finite capabilities of humans and businesses. 2. How personal assistants & smart tech will kill the funnel. 3. How we need to change what ‘brand’ means. 4. How all of this spells the end of society as we know it. We’re going to explore...
  24. 24. @jonoalderson 1. This is too much (for humans) to deal with. Tackling even a fraction of this is unrealistic. Individuals, and brands, will struggle and fail.
  25. 25. @jonoalderson
  26. 26. @jonoalderson !
  27. 27. @jonoalderson So, the remit is to... Get better at everything. Learn more. Upskill. Juggle it all.
  28. 28. @jonoalderson So, the remit is to... Get better at everything. Learn more. Upskill. Juggle it all. We’re rockstar ninja gurus, right?
  29. 29. @jonoalderson So, the remit is to... Get better at everything. Learn more. Upskill. Juggle it all. We’re rockstar ninja gurus, right? Can’t be that hard, right?
  30. 30. @jonoalderson Except... People’s skills don’t scale infinitely.
  31. 31. @jonoalderson Let’s look at a funnel (I know this is a horrible, evil oversimplification)
  32. 32. @jonoalderson Awareness Consideration Evaluation Purchase SE EtcSEO PPC Affiliates Display Retention & Advocacy Email
  33. 33. @jonoalderson So brands struggle Budgets, structures and performance are constrained vertically by people doing the thing-they-do. Risk aversion. Management. Accountability.
  34. 34. @jonoalderson Awareness Consideration Evaluation Purchase SE EtcSEO PPC Affiliates Display Retention & Advocacy EmailOffline Mobile & Apps
  35. 35. @jonoalderson Purchase Awareness Consideration Evaluation Etc SEO PPC Affiliates Display Retention & Advocacy Email Offline Mobile & Apps
  36. 36. @jonoalderson Purchase Awareness Consideration Evaluation Etc SEO PPC Affiliates Display Retention & Advocacy Email Offline Mobile & Apps
  37. 37. @jonoalderson Purchase Awareness VR/AR Consideration Evaluation IPA purchase recommendations Etc SEO PPC Affiliates IPA purchase decisions Display Retention & Advocacy Email Offline Mobile & Apps 3rd party marketplaces
  38. 38. @jonoalderson Purchase Awareness VR/AR Consideration Evaluation IPA purchase recommendations Etc SEO PPC Affiliates IPA purchase decisions Display Retention & Advocacy Email Offline Mobile & Apps 3rd party marketplaces
  39. 39. @jonoalderson This is a mess We’re trying to fit our channel mechanics to consumer behaviour.
  40. 40. @jonoalderson It doesn’t matter how agile you are The tech, and your audience, moves faster than your organisation and capabilities
  41. 41. @jonoalderson What if... We structured our activity around the consumer, not our channels?
  42. 42. @jonoalderson Demand retention Demand creation Growing awareness, and winning hearts and minds Matching demand to supply (within constraints) Surprise and delight, to retain and grow advocacy Demand fulfillment
  43. 43. @jonoalderson Working on it!
  44. 44. @jonoalderson This is a variation on a holacracy http://bit.ly/agile-digital-teams
  45. 45. @jonoalderson Your company needs to operate like this now Because tomorrow, there are 100x more channels, and your structure doesn’t scale.
  46. 46. @jonoalderson 2. Assistants will use past behaviour as a proxy for preference The way we need to think about advertising changes. The top and the bottom of the funnel constrict.
  47. 47. @jonoalderson Marketing & advertising... Assumes that you can interrupt or purchase my attention.
  48. 48. @jonoalderson When the assistant decides? They’ll use data and evidence of (past) preference to make decisions. Personalised, aggregated
  49. 49. @jonoalderson Consumers may never enter the research buying cycle. How does anything commodified work? e.g., car insurance
  50. 50. @jonoalderson How will you build preference signals? ...six months before they need your product/service?
  51. 51. @jonoalderson More than just past actions What happens when we they can monitor emotional and subconscious preference, too? http://bit.ly/emotiontracking
  52. 52. @jonoalderson We’re in a gold rush for valuable training data http://bit.ly/deepminddata Distance, cost, time, opening hours, etc., too. How do you compete when it’s no longer a competition?
  53. 53. @jonoalderson This is all one system.
  54. 54. @jonoalderson What if they know more than you do about your preferences & priorities? http://bit.ly/googlecancer How should this affect recommendations, results, choices?
  55. 55. @jonoalderson What’s your brand’s value? How, and where, is it exposed? How do others derive value from that? What do you do next?
  56. 56. @jonoalderson You need to re-engineer your platforms
  57. 57. @jonoalderson Build hub-and-spoke models Your website/platform is one output of a central API service. What else can you do? Where can you integrate?
  58. 58. @jonoalderson If can’t compete directly, buy your way in through data partnerships If I want to sell more pizza and can’t advertise easily, maybe I can craft an offer for Netflix viewers?
  59. 59. @jonoalderson 3. Brands need to reinvent themselves Smaller brands need heros. Mid-sized brands pivot. Bigger brands buy into new markets.
  60. 60. @jonoalderson Small/new brands should focus on reputation and recommendation Influencer marketing becomes a focus again; you need ‘sponsors’ to recommend and endorse you
  61. 61. @jonoalderson For bigger or established companies... Internal disruption should be your biggest focus. If you can’t win the fight, change the rules.
  62. 62. @jonoalderson For mid-sized brands… Maybe success doesn’t look like one big ‘super brand’. Can you stop trying to be the biggest, and be the best in one or more spaces?
  63. 63. @jonoalderson For all companies... ...Detach what you do from what you are.
  64. 64. @jonoalderson
  65. 65. @jonoalderson For agencies... If they’re freed up from managing ad bids and tactical execution, maybe they could apply their skills to become brand incubators.
  66. 66. @jonoalderson 4. Technological breakthroughs disrupt industry and society Machine learning, automation and VR chip away at our commercial models, and trigger an arms race for data.
  67. 67. @jonoalderson Automated factories reduce cost of production All commodity goods radically reduce in price. How do you compete?
  68. 68. @jonoalderson Doing smart stuff? It doesn’t matter, if your job involves pattern matching. What happens when both sides use systems?
  69. 69. @jonoalderson And it’s not just pattern matching What happens when we train the machines to think like us? Kindred.ai
  70. 70. @jonoalderson And it’s deeper inference than we can achieve What happens when they think differently with more connectedness than us? http://bit.ly/autolocation
  71. 71. @jonoalderson How useful are you, really? What happens when you strip away all of the pattern-matching skills?
  72. 72. @jonoalderson
  73. 73. @jonoalderson If we had more time, we could speculate on the socio-political ramifications...
  74. 74. @jonoalderson ...and explore how connected devices, VR, and universal income irrevocably break capitalism...
  75. 75. @jonoalderson ...and how we’ll need to reinvent Maslow’s Hierarchy of Needs for an automated world.
  76. 76. @jonoalderson But, what do we do in the meantime?
  77. 77. @jonoalderson I’ve wrapped all of this into five tips to help you survive.
  78. 78. @jonoalderson 1. Take stock of your organisation, and yourself. Where are your strengths, weaknesses, threats & opportunities? How do these play stack up against your competitors, and against the changing landscape?
  79. 79. @jonoalderson 2. Unlearn bad habits. Stop thinking about channels, buying cycles, advertising. Structure your teams and projects around consumer needs.
  80. 80. @jonoalderson 3. Optimise your brand for agility. Be prepared to pivot on platform, positioning, and product. Build hub-and-spoke models to remain flexible. Play to your brand strengths, and learn to reinvent.
  81. 81. @jonoalderson 4. Build partnerships with other brands. Find other brands where you’re stronger together. Create ways to earn attention and preference in other ecosystems.
  82. 82. @jonoalderson 5. Learn to love the machine. Identify skills and expertise which are easily replaceable. Map out the organisational impact. Start broadening and reinventing your own skillset.
  83. 83. @jonoalderson THINK HAPPY THOUGHTS
  84. 84. @jonoalderson Thanks!

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