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Transforming Business at the Intersection of Marketing & Technology

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My talk at the IQPC CMO Exchange, 2014

Published in: Marketing, Business, Technology
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  • Hi Siddharth, you re right. The shift isn't easy, it needs to be an incremental roadmap for it requires both a mindset and cultural change, hiring new talent and evolving existing ones. The DNA of the modern marketer itself has evolved. The bigger challenge for brands is that this isnt an option any more, it's a necessity. These are exciting disruptive times, the ones that learn to respond to the change will succeed, rest will fall behind.
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  • Interesting take Mayur, I see this struggle almost at most of the companies I work with and they are wrestling with one critical piece in driving this change 'people' which makes the consensus on such a move a bigger problem to solve.
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Transforming Business at the Intersection of Marketing & Technology

  1. 1. Transforming Business @ the intersection of Marketing & Technology By Mayur Gupta @inspiremartech
  2. 2. Our world today  My Daughter  Online Shopper  Age 3 Years  Montessori School  Favorite Gadget – iPhone  Favorite Mobile App - Gilt
  3. 3. @courtesy Scott Brinker; chiefmartec.com
  4. 4. We don’t believe in digital marketing. We believe in marketing in a digital world Clive Sirkin, CMO of Kimberly Clark
  5. 5. And this world is exploding with disruption
  6. 6. @courtesy www.vml.com
  7. 7. “You miss 100% of shots you don’t take” -Wayne Gretzky
  8. 8. @courtesy www.vml.com
  9. 9. New way to diagnose human body using smart phone
  10. 10. The new wearable technology now in CLOTHING lines
  11. 11. Online; Offline – difference?
  12. 12. “Sun Dial” QR Code – Redefine Experience
  13. 13. Unprecedented scale of change. @courtesy Scott Brinker; chiefmartec.com 13
  14. 14. Unprecedented speed of change. 14 @courtesy Scott Brinker; chiefmartec.com
  15. 15. The consumer is right at the center of it all
  16. 16. Era of the Brands & Advertisers BRANDS CONSUMER RETAILERS Era of the Retail Disruption RETAILERS CONSUMER BRANDS TODAY - Era of the Connected Consumer CONSUMER BRANDS RETAILERS
  17. 17. So, What Really Happened
  18. 18. The bar has been removed!!!
  19. 19. What does all this mean for the brands & marketers
  20. 20. #1 technology management is deciding which changes are adopted technology changes exponentially ? ? organizations change logarithmically @courtesy Scott Brinker; chiefmartec.com
  21. 21. #2
  22. 22. #3 Organizational silos & fragmented operating model
  23. 23. Coupons & Loyalty Finance Technology Sales Marketing eCommerce Media Mobile
  24. 24. “The problem is that too many companies are essentially showing their organizational chart to consumers” — Bob Lord & Ray Velez, Razorfish
  25. 25. Well great, now how do we fix it?
  26. 26. drive C ONVERGENCE
  27. 27. #1 Convergence in data & technology ecosystem wiring = data + API + cloud technology consolidation connected experiences marketing operating system
  28. 28. #2 Convergence in skills technology ? creative media strategy marketing finance
  29. 29. #3 Organizational Convergence Marketing Technology
  30. 30. #3 Organizational Convergence Marketing Technology
  31. 31. #3 Organizational Convergence Sales Strategy Marketing Technology Media Finance
  32. 32. #3 Organizational Convergence Sales Strategy Marketing Technology Media Finance this is where the consumer touches the brand
  33. 33. Easier said than done; but then again, WHO said Marketing was easy 
  34. 34. Thank You Mayur Gupta Global Head, Marketing Technology @ Kimberly Clark www.kcc.com Reach me at: Email: mayur.gupta@kcc.com Twitter: @inspiremartech Blog: inspiremartech.com

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