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Kepios Future Forces 2016

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An exploration of 5 technologies that are shaping the future of marketing, including mobile messengers, ad blocking, programmatic tools, device interfaces, and artificial intelligence. For more details, visit kepios.com

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Kepios Future Forces 2016

  1. 1. @ESKIMON • FUTURE FACTORS1 FUTURE FORCES TECHNICAL INNOVATIONS THAT WILL SHAPE THE FUTURE OF MARKETING
  2. 2. @ESKIMON • FUTURE FACTORS2 SIMON KEMP @ESKIMON
  3. 3. @ESKIMON • FUTURE FACTORS3
  4. 4. @ESKIMON • FUTURE FACTORS4 FUTURE FORCES 1. DON’T SHOOT THE MESSENGER 2. ACCESS DENIED 3. MAGIC MOMENTS 4. STAYING IN CONTROL 5. AUGMENTED INTELLIGENCE
  5. 5. @ESKIMON • FUTURE FACTORS5 1DON’T SHOOT THE MESSENGER
  6. 6. @ESKIMON • FUTURE FACTORS6 DATA IN WE ARE SOCIAL’S ONGOING DIGITAL REPORTS REVEAL CRITICAL CHANGES IN DIGITAL BEHAVIOURS
  7. 7. @ESKIMON • FUTURE FACTORS7 +1% +14% 7.45 3.63 +21% 2.67 +28% 4.80 +27% 2.44 GLOBAL DIGITAL SNAPSHOT SEP 2016 A SNAPSHOT OF THE WORLD’S KEY DIGITAL STATISTICAL INDICATORS BILLION BILLION BILLION BILLION BILLION URBANISATION: 54% PENETRATION: 49% PENETRATION: 36% PENETRATION: 64% PENETRATION: 33% INTERNET USERS TOTAL POPULATION ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS *SOURCE DATA CORRECTION * • SOURCE: WE ARE SOCIAL’S DIGITAL IN 2016 REPORT YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH
  8. 8. @ESKIMON • FUTURE FACTORS8 ACTIVE SOCIAL USERS BY PLATFORM SEP 2016 A SNAPSHOT OF THE WORLD’S KEY DIGITAL STATISTICAL INDICATORS SOCIAL NETWORK MESSENGER / CHAT APP / VOIP 1,712 1,000 1,000 899 806 652 555 500 313 300 300 FACEBOOK WHATSAPP FB MESSENGER QQ WECHAT QZONE TUMBLR INSTAGRAM TWITTER SKYPE BAIDU TIEBA • SOURCE: WE ARE SOCIAL’S DIGITAL IN 2016 REPORT
  9. 9. @ESKIMON • FUTURE FACTORS9 BIT.LY/DSM2016YBBIT.LY/DSM2016DI CLICK TO DOWNLOAD WE ARE SOCIAL’S FREE REPORTS:
  10. 10. @ESKIMON • FUTURE FACTORS10 BUT WHAT DOES ALL THIS DATA TELL US?
  11. 11. @ESKIMON • FUTURE FACTORS11 WE WILL SEE MOBILE MESSENGERS OVERTAKE SOCIAL NETWORKS TO BECOME THE WORLD’S MOST ACTIVE SOCIAL MEDIA WITHIN 18 MONTHS.
  12. 12. @ESKIMON • FUTURE FACTORS12 WHY ARE CHAT APPS SO POPULAR? CONVERSATIONS FLOW MORE NORMALLY NO ANNOYING INTERRUPTIONS MORE NATURAL FEWER ADVERTS LESS DEMANDING ON DATA PLANS CHEAPER TO USE NO NEED TO POST REGULAR UPDATES LESS PRESSURE
  13. 13. @ESKIMON • FUTURE FACTORS13 BUT THIS SHIFT TO MOBILE MESSENGERS HAS SERIOUS IMPLICATIONS FOR MARKETERS
  14. 14. @ESKIMON • FUTURE FACTORS14 MOBILE MESSENGERS CHANGE SOCIAL’S RULES NO WAY FOR BRANDS TO TRACK OR JOIN PEOPLE’S SOCIAL DISCUSSIONS FEW OPPORTUNITIES FOR BRANDS TO INSERT THEMSELVES PRIVATE CONVERSATIONS HARDER TO ADVERTISE LIKES AND FOLLOWERS MATTER FAR LESS THAN ORGANIC WORD-OF-MOUTH NEW METRICS OF SUCCESS
  15. 15. @ESKIMON • FUTURE FACTORS15 CRITICALLY, A ‘BOOSTED CONTENT’ APPROACH WON’T WORK IN A MESSENGER-CENTRIC MODEL
  16. 16. @ESKIMON • FUTURE FACTORS16 SO WHAT DO WE DO?
  17. 17. @ESKIMON • FUTURE FACTORS17 TREAT SOCIAL MEDIA ENGAGEMENT AS THE OUTCOME OF GREAT MARKETING, NOT AS JUST ANOTHER VANITY METRIC TO BE BOUGHT FROM MEDIA OWNERS.
  18. 18. @ESKIMON • FUTURE FACTORS18 WE NEED TO USE EVERY ELEMENT OF OUR BRANDS’ MARKETING MIX TO INSPIRE ORGANIC CONVERSATION
  19. 19. @ESKIMON • FUTURE FACTORS19 PRODUCTS CUSTOMERSERVICE POSACTIVITY ADVERTISINGPACKAGING RECRUITMENT
  20. 20. @ESKIMON • FUTURE FACTORS20 2ACCESS DENIED
  21. 21. @ESKIMON • FUTURE FACTORS21 WELL OVER HALF OF THE WORLD’S INTERNET USERS HAVE USED AD-BLOCKING TOOLS • SOURCE: GLOBALWEBINDEX, Q2 20-16
  22. 22. @ESKIMON • FUTURE FACTORS22 MOST INTERNET USERS HAVE USED AD-BLOCKERS 68% 66% 65% 64% 64% 63% 63% 63% 62% 61% 61% 60% 59% 58% 58% 58% 58% 58% 57% 57% 56% 56% 56% 55% 55% 54% 54% 53% 53% 51% 49% 49% 47% 46% 28% CHINA POLAND CANADA INDIA SOUTHAFRICA MALAYSIA USA PORTUGAL SPAIN PHILIPPINES GERMANY AVERAGE VIETNAM HONGKONG FRANCE SWEDEN RUSSIA UK MEXICO SINGAPORE THAILAND TAIWAN INDONESIA AUSTRALIA ARGENTINA BELGIUM UAE IRELAND TURKEY ITALY SAUDIARABIA BRAZIL SOUTHKOREA NETHERLANDS JAPAN • SOURCE: GLOBALWEBINDEX, Q2 2016; PERCENTAGES REPRESENT INTERNET USERS WHO HAVE EVER USED AN AD-BLOCKER.
  23. 23. @ESKIMON • FUTURE FACTORS23 NEARLY THREE-QUARTERS OF US DELETE COOKIES SO THAT WEBSITES WON’T BE ABLE TO REMEMBER US • SOURCE: GLOBALWEBINDEX, Q2 2016
  24. 24. @ESKIMON • FUTURE FACTORS24 WHY ARE SO MANY PEOPLE BLOCKING ADS? ALMOST ALL INTERNET ADVERTISING AIMS TO DISTRACT US FROM WHAT WE’RE TRYING TO DO WAITING FOR THIRD-PARTY AD SERVERS SLOWS PAGE LOADING AND DELAYS OUR ACCESS TO CONTENT FOCUS SPEED AD-SUPPORTED CONTENT MAY BE FREE, BUT PEOPLE HAVE TO PAY FOR DATA IN ORDER TO RECEIVE ADS COST THE VAST MAJORITY OF INTERNET ADVERTISING IS DIRE: IT’S POOR QUALITY, UNINTERESTING RUBBISH INTEREST
  25. 25. @ESKIMON • FUTURE FACTORS25 INTERRUPTION IS CORRUPTION
  26. 26. @ESKIMON • FUTURE FACTORS26 IF WE DON’T ACT SOON, AD-FUNDED MEDIA WILL DISAPPEAR, AND WE WON’T BE ABLE TO ADVERTISE
  27. 27. @ESKIMON • FUTURE FACTORS27 SO WHAT DO WE DO?
  28. 28. @ESKIMON • FUTURE FACTORS28 WE NEED TO CREATE MARKETING THAT PEOPLE CARE ABOUT – ACTIVITIES THAT ADD VALUE TO THEIR LIVES
  29. 29. @ESKIMON • FUTURE FACTORS29 THE THINGS THAT PEOPLE WORRY ABOUT, THAT STOP THEM GETTING TO SLEEP AT NIGHT THE THINGS THAT PEOPLE CARE ABOUT, THAT WAKE THEM UP EVEN BEFORE THEIR ALARM GOES OFF PROBLEMS PASSIONS ADDED-VALUE MARKETING ADDRESSES: OR
  30. 30. @ESKIMON • FUTURE FACTORS30 WE CAN ACTIVELY DELIVER THIS VALUE THROUGH ALL OF OUR BRANDS’ MARKETING, NOT JUST WHEN PEOPLE BUY OUR PRODUCTS OR SERVICES
  31. 31. @ESKIMON • FUTURE FACTORS31 PRODUCTS CUSTOMERSERVICE POSACTIVITY ADVERTISINGPACKAGING RECRUITMENT
  32. 32. @ESKIMON • FUTURE FACTORS32 3MAGIC MOMENTS
  33. 33. @ESKIMON • FUTURE FACTORS33 TODAY’S DIGITAL TOOLS FINALLY ENABLE US TO SOLVE AN AGE-OLD MARKETING PUZZLE
  34. 34. @ESKIMON • FUTURE FACTORS34 THE RIGHT MESSAGE TO THE RIGHT PEOPLE IN THE RIGHT PLACE AT THE RIGHT TIME
  35. 35. @ESKIMON • FUTURE FACTORS35 HOW NEW TECHNOLOGY MAKES THIS A REALITY: THE ABILITY TO IDENTIFY THE SPECIFIC PERSON WE’RE ENGAGING ACROSS MANY DIFFERENT CHANNELS THE ABILITY TO PREDICT WHAT THAT PERSON WANTS, NEEDS OR DESIRES AT ANY GIVEN MOMENT INDIVIDUAL IDENTIFICATION PRESCRIPTIVE ANALYTICS THE ABILITY TO DELIVER OPTIMISED, PERSONALISED MARKETING IN THE BEST MOMENTS AND PLACES DYNAMIC DISTRIBUTION THE ABILITY TO INTERACT WITH EACH AND EVERY ONE OF THESE INDIVIDUALS, BUT ALSO DO SO AT SCALE INTERACTIVITY AT SCALE
  36. 36. @ESKIMON • FUTURE FACTORS36 HOWEVER, WE’RE WASTING THE POTENTIAL OF THESE TOOLS BY TOTALLY IGNORING CONTEXT
  37. 37. @ESKIMON • FUTURE FACTORS37 MOTIVATIONS LOCATIONS VS
  38. 38. @ESKIMON • FUTURE FACTORS38 (IF WE’RE STILL INTERRUPTING PEOPLE, WE STILL HAVEN’T IDENTIFIED THE RIGHT TIMES AND PLACES)
  39. 39. @ESKIMON • FUTURE FACTORS39 SO WHAT DO WE DO?
  40. 40. @ESKIMON • FUTURE FACTORS40 PLAN MARKETING AROUND RELEVANT MOMENTS IN PEOPLE’S LIVES, NOT JUST PLACEMENTS IN MEDIA
  41. 41. @ESKIMON • FUTURE FACTORS41 USE THESE POWERFUL NEW TECHNOLOGIES TO UNDERSTAND WHERE AND WHEN THESE MAGIC MOMENTS OCCUR, NOT MERELY TO DELIVER MORE TARGETED INTERRUPTIONS
  42. 42. @ESKIMON • FUTURE FACTORS42 4STAYING IN CONTROL
  43. 43. @ESKIMON • FUTURE FACTORS43 WE’RE ON THE VERGE OF A REVOLUTION IN THE WAY WE CONTROL TECHNOLOGY
  44. 44. @ESKIMON • FUTURE FACTORS44 50% OF SMARTPHONE USERS SURVEYED BY ERICSSON EXPECT SMARTPHONES TO DISAPPEAR WITHIN 5 YEARS • SOURCE: ERICSSON CONSUMERLAB
  45. 45. @ESKIMON • FUTURE FACTORS45 (R)EVOLUTION IN DIGITAL INTERFACES WE’LL SEE MANY MORE INTERFACES THAT BUILD ON THE SUCCESSES OF APPLE’S SIRI AND AMAZON’S ECHO THE TECH IN MICROSOFT’S KINECT AND NINTENDO’S WII WILL EVOLVE TO POWER NEW KINDS OF DEVICES VOICE CONTROL MOTION SENSORS DEVELOPMENTS SUCH AS TOBII WILL ALLOW US TO CONTROL DEVICES DIRECTLY WITH EYE MOVEMENTS EYE TRACKERS WE’LL SOON BE ABLE TO CONTROL DEVICES DIRECTLY WITH OUR THOUGHTS USING A ‘BRAIN INTERFACE’ THOUGHT CONTROL
  46. 46. @ESKIMON • FUTURE FACTORS46 THE REVOLUTION IS COMING FASTER THAN MOST MARKETERS ANTICIPATE, AND MOST AREN’T READY
  47. 47. @ESKIMON • FUTURE FACTORS47 !
  48. 48. @ESKIMON • FUTURE FACTORS48 WE’LL SPEND FAR LESS TIME LOOKING AT SCREENS, SO TODAY’S MARKETING PARADIGM WILL BE IRRELEVANT
  49. 49. @ESKIMON • FUTURE FACTORS49 WE NEED TO FUNDAMENTALLY RETHINK ADVERTISING’S PURPOSE AND BUSINESS MODEL IF WE’RE TO REMAIN RELEVANT IN A WORLD POWERED BY THESE INTERFACES
  50. 50. @ESKIMON • FUTURE FACTORS50 SO WHAT DO WE DO?
  51. 51. @ESKIMON • FUTURE FACTORS51 WHEN NEW INTERFACES ARRIVE, LOOK FOR NEW WAYS TO ADD VALUE, NOT JUST TO DELIVER ADS
  52. 52. @ESKIMON • FUTURE FACTORS52 MARKETING NEEDS TO FOCUS MORE ON UTILITY, AND LESS ON ENTERTAINMENT AND DISTRACTION
  53. 53. @ESKIMON • FUTURE FACTORS53 5AUGMENTED INTELLIGENCE
  54. 54. @ESKIMON • FUTURE FACTORS54 ‘PRESCRIPTIVE ANALYTICS’: USING DATA TO IDENTIFY PEOPLE’S NEEDS AND BEHAVIOURS IN ADVANCE
  55. 55. @ESKIMON • FUTURE FACTORS55 PRESCRIPTIVE ANALYTICS ARE INFLUENCING EVERY ASPECT OF OUR LIVES, OFTEN WITHOUT US NOTICING
  56. 56. @ESKIMON • FUTURE FACTORS56 THESE ‘ALGORITHMS OF LIFE’ ALREADY INFLUENCE: ALGORITHMS IN SOCIAL MEDIA SELECT WHOSE POSTS WE SEE, SHAPING OUR RELATIONSHIPS SUGGESTION ENGINES (‘PEOPLE ALSO BOUGHT’) SHAPE AWARENESS AND INFLUENCE PURCHASES WHO WE TALK TO WHAT WE BUY THE ALGORITHMS BEHIND DRIVERLESS CARS WILL SOON INFLUENCE WHERE WE GO AND WHAT WE SEE WHERE WE GO STOCK TRADING SYSTEMS DETERMINE SHARE PRICES, IMPACTING OUR SAVINGS AND OUR SALARIES HOW MUCH WE EARN ALGORITHMS IN DATING APPS PLAY A KEY ROLE IN DETERMINING WHO WE MEET, DATE, AND MARRY WHO WE MARRY
  57. 57. @ESKIMON • FUTURE FACTORS57 BUT WHY ARE WE ALLOWING ALGORITHMS TO TAKE OVER SO MUCH OF OUR LIVES?
  58. 58. @ESKIMON • FUTURE FACTORS58 HOW ALGORITHMS ADD VALUE TO OUR LIVES WE CAN’T EVALUATE SO MANY OPTIONS; ALGORITHMS HELP TO FOCUS OUR OPTIONS WE STRUGGLE TO MAKE INFORMED CHOICES ABOUT COMPLEX OR CONFUSING SUBJECTS TOO MANY CHOICES LACK OF CONFIDENCE WE WANT TO ‘DELEGATE’ LOWER- VALUE AND LOWER- INTEREST TASKS IMPROVED EFFICIENCY WE WANT MORE OF THE THINGS WE LIKE; ALGORITHMS HELP US FIND THEM SEARCH FOR INSPIRATION
  59. 59. @ESKIMON • FUTURE FACTORS59 HOWEVER, THIS RELIANCE ON ALGORITHMS ISN’T JUST SHAPING INDIVIDUAL ACTIVITIES
  60. 60. @ESKIMON • FUTURE FACTORS60 THESE TOOLS ARE FUNDAMENTALLY CHANGING THE WAY WE FORM PREFERENCES AND MAKE DECISIONS
  61. 61. @ESKIMON • FUTURE FACTORS61 A DRAMATIC CHANGE IN DECISION INFLUENCES FOR THE MAJORITY OF HUMAN EXISTENCE, THE PEOPLE WE KNEW AND INTERACTED WITH HAD THE GREATEST INFLUENCE ON CHOICE FOR THE PAST 150 YEARS, MASS- MEDIA JOURNALISM & ADVERTISING TOOK OVER AS THE GREATEST INFLUENCE ON PEOPLE’S CHOICES SOCIAL CIRCLES MEDIA COVERAGE VERY SOON, THE DATA COLLECTED, PROCESSED AND SHARED BY OUR DEVICES WILL BECOME THE MAIN FACTOR IN OUR DECISION-MAKING TECHNICAL PROCESSES
  62. 62. @ESKIMON • FUTURE FACTORS62 AS A RESULT, FUTURE BRAND SUCCESS WILL DEPEND ON HOW WELL WE CAN INFLUENCE THE ALGORITHMS
  63. 63. @ESKIMON • FUTURE FACTORS63 MARKETING TO THE MACHINES
  64. 64. @ESKIMON • FUTURE FACTORS64 SO WHAT DO WE DO?
  65. 65. @ESKIMON • FUTURE FACTORS65 WE’LL NEED TO ADD NEW SKILLS THAT ENABLE US TO UNDERSTAND & INFLUENCE THESE NEW ‘AUDIENCES’
  66. 66. @ESKIMON • FUTURE FACTORS66 WE ALSO NEED TO START PLANNING FOR MACHINE- TO-MACHINE SOCIAL – THE ‘SOCIAL WEB OF THINGS’ • SOURCE
  67. 67. @ESKIMON • FUTURE FACTORS67 FUTURE FORCES 1. DON’T SHOOT THE MESSENGER 2. ACCESS DENIED 3. MAGIC MOMENTS 4. STAYING IN CONTROL 5. AUGMENTED INTELLIGENCE
  68. 68. @ESKIMON • FUTURE FACTORS68 IT’S ALL COMING...
  69. 69. @ESKIMON • FUTURE FACTORS69 IT’S UP TO YOU TO TURN IT ALL TO YOUR ADVANTAGE...
  70. 70. @ESKIMON • FUTURE FACTORS70 5 TIPS
  71. 71. @ESKIMON • FUTURE FACTORS71 SOCIAL MINDSET SOCIAL MEDIA NOT
  72. 72. @ESKIMON • FUTURE FACTORS72 ADD VALUE ADVERTISE DON’T
  73. 73. @ESKIMON • FUTURE FACTORS73 MOMENTS MEDIA NOT
  74. 74. @ESKIMON • FUTURE FACTORS74 UTILITY DISTRACTION NOT
  75. 75. @ESKIMON • FUTURE FACTORS75 EMOTIONAL RATIONAL TECHNICAL & &
  76. 76. @ESKIMON • FUTURE FACTORS76 LET’S CONTINUE THE CONVERSATION: @ESKIMON
  77. 77. @ESKIMON • FUTURE FACTORS77 SIMON KEMP @ESKIMON SIMON@KEPIOS.COM +65 9146 5356 KEPIOS.COM

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