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© 2021 CDP Institute. All rights reserved.
Tech Disruption in Marketing:
The Key to Redefining Consumer
Recruitment and Interaction
© 2021 CDP Institute. All rights reserved.
Disruption
© 2021 CDP Institute. All rights reserved.
Disruption ≠ Change
© 2021 CDP Institute. All rights reserved.
Disruptive
© 2021 CDP Institute. All rights reserved.
Disruptive
Not Disruptive
© 2021 CDP Institute. All rights reserved.
Disruptive
Not Disruptive
Disruptive?
© 2021 CDP Institute. All rights reserved.
Disruption changes the seller.
© 2021 CDP Institute. All rights reserved.
Different seller:
Disruptive
Same seller:
Not Disruptive
Disruptive?
© 2021 CDP Institute. All rights reserved.
© 2021 CDP Institute. All rights reserved.
© 2021 CDP Institute. All rights reserved.
• Disruption changes the seller
• Disruption may be technical or
business change.
• Many changes are not disruptive.
© 2021 CDP Institute. All rights reserved.
Marketing Timeline
1840 Newspaper/magazine
1920 Radio
1950 Broadcast television
1970 Cable television
1995 Web advertising
© 2021 CDP Institute. All rights reserved.
The Sales Funnel (c. 1898):
Awareness – Interest – Desire - Action
© 2021 CDP Institute. All rights reserved.
Marketing Timeline
Advertising Direct Marketing
1840 Newspaper/magazine
1870 Direct mail catalog
1920 Radio
1950 Broadcast television
1970 Cable television Direct response TV
1990 Email
1995 Web advertising Ecommerce
2000 Social media
© 2021 CDP Institute. All rights reserved.
Amazon Disrupts Retail
Customer Retailer
Customer
Amazon
(1994)
© 2021 CDP Institute. All rights reserved.
Google Disrupts Amazon
Customer Retailer
Customer
Amazon
(1994)
Customer
Google
(1998)
© 2021 CDP Institute. All rights reserved.
Facebook Disrupts Google
Customer Retailer
Customer
Amazon
(1994)
Customer
Google
(1998)
Customer
Facebook
(2004)
© 2021 CDP Institute. All rights reserved.
Need Intent Research Buy
Customer Retailer
Customer
Amazon
(1994)
Customer
Google
(1998)
Customer
Facebook
(2004)
The New Sales Funnel
© 2021 CDP Institute. All rights reserved.
• Traditional marketing builds awareness
• Internet marketing discovers intent
© 2021 CDP Institute. All rights reserved.
Marketing Disruption Since Facebook
• ?
© 2021 CDP Institute. All rights reserved.
A Brief History of Martech Disruption
• 1970 martech begins
…
• 1999 SaaS disrupts the industry
…
© 2021 CDP Institute. All rights reserved.
Disruptions You Can Use:
Privacy
• Cuts flow of intent data to current leaders
• Forces marketers to seek alternatives
© 2021 CDP Institute. All rights reserved.
Privacy opportunities
• New customer IDs
• Device data
• Alternative media
• First party data
© 2021 CDP Institute. All rights reserved.
Assessing an opportunity:
• Better Product?
• Higher value
• Lower cost
• Better Intent Data?
• Sooner
• Smarter
• Defensible?
• Hard to copy technology or business model
• Hard to buy
© 2021 CDP Institute. All rights reserved.
Privacy Opportunity Assessments
© 2021 CDP Institute. All rights reserved.
More Disruptions You Can Use (Marketing):
© 2021 CDP Institute. All rights reserved.
More Disruptions You Can Use (Work):
© 2021 CDP Institute. All rights reserved.
More Disruptions You Can Use (Life):
© 2021 CDP Institute. All rights reserved.
Putting It Together
● Change is everywhere
● Usable disruption is hard to find
● Look for strong benefits, good defense
● Support disruption with innovative solutions
for business success
© 2021 CDP Institute. All rights reserved.
Thank You!
draab@cdpinstitute.org
www.cdpinstitute.org

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MarkHack Keynote Presentation _David Raab.pdf

  • 1. © 2021 CDP Institute. All rights reserved. Tech Disruption in Marketing: The Key to Redefining Consumer Recruitment and Interaction
  • 2. © 2021 CDP Institute. All rights reserved. Disruption
  • 3. © 2021 CDP Institute. All rights reserved. Disruption ≠ Change
  • 4. © 2021 CDP Institute. All rights reserved. Disruptive
  • 5. © 2021 CDP Institute. All rights reserved. Disruptive Not Disruptive
  • 6. © 2021 CDP Institute. All rights reserved. Disruptive Not Disruptive Disruptive?
  • 7. © 2021 CDP Institute. All rights reserved. Disruption changes the seller.
  • 8. © 2021 CDP Institute. All rights reserved. Different seller: Disruptive Same seller: Not Disruptive Disruptive?
  • 9. © 2021 CDP Institute. All rights reserved.
  • 10. © 2021 CDP Institute. All rights reserved.
  • 11. © 2021 CDP Institute. All rights reserved. • Disruption changes the seller • Disruption may be technical or business change. • Many changes are not disruptive.
  • 12. © 2021 CDP Institute. All rights reserved. Marketing Timeline 1840 Newspaper/magazine 1920 Radio 1950 Broadcast television 1970 Cable television 1995 Web advertising
  • 13. © 2021 CDP Institute. All rights reserved. The Sales Funnel (c. 1898): Awareness – Interest – Desire - Action
  • 14. © 2021 CDP Institute. All rights reserved. Marketing Timeline Advertising Direct Marketing 1840 Newspaper/magazine 1870 Direct mail catalog 1920 Radio 1950 Broadcast television 1970 Cable television Direct response TV 1990 Email 1995 Web advertising Ecommerce 2000 Social media
  • 15. © 2021 CDP Institute. All rights reserved. Amazon Disrupts Retail Customer Retailer Customer Amazon (1994)
  • 16. © 2021 CDP Institute. All rights reserved. Google Disrupts Amazon Customer Retailer Customer Amazon (1994) Customer Google (1998)
  • 17. © 2021 CDP Institute. All rights reserved. Facebook Disrupts Google Customer Retailer Customer Amazon (1994) Customer Google (1998) Customer Facebook (2004)
  • 18. © 2021 CDP Institute. All rights reserved. Need Intent Research Buy Customer Retailer Customer Amazon (1994) Customer Google (1998) Customer Facebook (2004) The New Sales Funnel
  • 19. © 2021 CDP Institute. All rights reserved. • Traditional marketing builds awareness • Internet marketing discovers intent
  • 20. © 2021 CDP Institute. All rights reserved. Marketing Disruption Since Facebook • ?
  • 21. © 2021 CDP Institute. All rights reserved. A Brief History of Martech Disruption • 1970 martech begins … • 1999 SaaS disrupts the industry …
  • 22. © 2021 CDP Institute. All rights reserved. Disruptions You Can Use: Privacy • Cuts flow of intent data to current leaders • Forces marketers to seek alternatives
  • 23. © 2021 CDP Institute. All rights reserved. Privacy opportunities • New customer IDs • Device data • Alternative media • First party data
  • 24. © 2021 CDP Institute. All rights reserved. Assessing an opportunity: • Better Product? • Higher value • Lower cost • Better Intent Data? • Sooner • Smarter • Defensible? • Hard to copy technology or business model • Hard to buy
  • 25. © 2021 CDP Institute. All rights reserved. Privacy Opportunity Assessments
  • 26. © 2021 CDP Institute. All rights reserved. More Disruptions You Can Use (Marketing):
  • 27. © 2021 CDP Institute. All rights reserved. More Disruptions You Can Use (Work):
  • 28. © 2021 CDP Institute. All rights reserved. More Disruptions You Can Use (Life):
  • 29. © 2021 CDP Institute. All rights reserved. Putting It Together ● Change is everywhere ● Usable disruption is hard to find ● Look for strong benefits, good defense ● Support disruption with innovative solutions for business success
  • 30. © 2021 CDP Institute. All rights reserved. Thank You! draab@cdpinstitute.org www.cdpinstitute.org