Marketers are facing numerous challenges in the always on hyper connected world. We will speak about the main challenges, provide examples of some succesful always on campaigns and discuss what innovstive companies do to stay relevant.

1. AGILE MARKETING
CMOS Forum | Moscow | 06.09.2016
@adampalczewski

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AGILE MARKETING
Examples

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AGILE MARKETING

6. ”Marketing has changed in the
past 2 years more than in the
past 50 years.”
ADOBE Digital Distress

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CHIEF MARKETINGOFFICER
=
Chief Data Officer
+
Chief Media Officer
+
Chief (Mar)Technology Officer
+
Chief (Tech) Innovation Officer
Chief
Transformation
Officer
Chief Digital
Officer

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DARWIN –The fittest survive
“Like air and drinking
water, being digital will
be noticed only by its
absence, not its
presence”
Nicholas Negroponte

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CHIEF MARKETINGOFFICER
=
Chief Data Officer
+
Chief Media Officer
+
Chief (Mar)Technology Officer
+
Chief (Tech) Innovation Officer

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Data
Media
Technology
Innovation

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ON AVERAGE WE
PASS
PIECES OF
PERSONAL INFO
INTO DATABASES
EVERY WEEK
3,254

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MEDIA WALLED GARDENS

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DARWIN –The fittest survive
“It is not the strongest of the
species that survives, nor the
most intelligent that survives. It
is the one that is most
adaptable to change.”
Charles Darwin

18. AGILE MARKETING

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DARWIN –The fittest survive
“Thereareonlytwosources
ofcompetitiveadvantage:
theabilitytolearnmoreaboutour
customersfasterthanthe
competitionandtheabilitytoturn
thatlearningintoactionfasterthan
thecompetition.”
Jack Welch

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RealTime ActionsRealTime Insights

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Examples

22. Adaptive Marketing22

23. Adaptive Marketing23

24. Adaptive Marketing24

25. Adaptive Marketing25

27. Adaptive Marketing27
10 minutes.
20%
of the total response
to a TV campaign is
done online within
of exposure.

28. Adaptive Marketing28

29. Adaptive Marketing29

33. 33

34. Adaptive Marketing34

38. $15.79
$14.29

40. : CHRIS DANCY :
THE MOST CONNECTED MAN ON EARTH

41. : CHRIS DANCY :
THE MOST CONNECTED MAN ON EARTH

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Improving people’s
lives through
meaningful
innovation

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Transforming company top down
TOUR

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#DigitalWarriors
 PhilipsGlobal Internal Digital community
 Enables communication across and within
businesses, markets, functions, leaders and
employees
 Bi-weekly calls, newsletters, annual gathering
 Sharing best practice, POV’s and case studies
 Connecting on social media
Transforming company bottom up

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Continuous Heart Rate
monitoring
(incl. HR Zone, Resting HR, HR
Recovery)
Automatic activity tracking
for walking, running, biking: Calorie
burn, Active minutes, steps
VO2 max estimate, Respiration rate (EU)
Timing | Available in DE/UK/US
CTV | DL8790 (EU) / DL8791 (US)
Sedentary behavior detection
Always ON display
Interactive touch ring
Approx. 4 days battery life
Fast charge
Automatic sleep tracking incl.
sleep patterns
Calorie intake
(manual food/meal logging)
Stainless steel housing
Gorrilla Glass display
Alarm, timer, stopwatch
Water resistant up to 1atm

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51. AGILE MARKETING

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AGILE
MARKETING
Process
Technology
People
Mindset

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DARWIN –The fittest survive
“Thereareonlytwosources
ofcompetitiveadvantage:
theabilitytolearnmoreaboutour
customersfasterthanthe
competitionandtheabilitytoturn
thatlearningintoactionfasterthan
thecompetition.”
Jack Welch

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AGILE
MARKETING
Process
Technology
People
Mindset
RealTime
Actions
RealTime
Insights

55. METAMEN

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BE AGILE OR DIE

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