Old Marketing is Dead
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The document discusses how technology adoption is accelerating and consumers are increasingly using multiple devices simultaneously. It notes that cloud computing and natural user interfaces are growing trends, and that most consumers agree that using multiple screens helps them be more efficient. The document concludes by advising marketers not to interrupt audiences and to dare to be remarkable in their approaches.
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Old Marketing is Dead
- 1. Broward Leadership Lunch of Entrepreneurs’ Organization South Florida.
- 5. 1 The adoption of technologies has never been so quick
- 6. The New Consumer Era is coming
- 9. Technological capacity Human capability Time Technology Capacities are increasing while human capabilities are fixed 3
- 10. Cloud Computing and Natural User Interface (NUI) are booming 4
- 12. The consumer is multi-tasking 64% of consumers agree: One screen is not enough 82% of consumers agree: Helps me be more efficient
- 13. The New Marketing Era is booming
- 14. Do not interrupt your target audience
- 15. Dare to be different
- 28. Dare to be remarkable !
Editor's Notes
- 1/ I am born and raised in Belgium. 2/ I have 20 years experience in the consumer / retail industry in multiple Sales & Marketing roles and levels in both FMCG (Unilever) and Consumer Electronics (Microsoft). 3/ Today I ‘m going show you how new technologies influence Marketing and that Old Marketing is probably dead.
- On the private side I have 2 passions 1/ Martial Art. This is the red line of my life. I have learnt so much and I try to apply learnings in my daily life. 2/ I have a blog sharing my passion for marketing, leadership and new technologies.
- 1/ In 2006, I moved to Microsoft as Country Manager for the consumer Division. In that context, I launched Xbox 360, Kinect and Windows 7. For the Launch of Kinect, I have been Runner up Marketer of the year 2011 in Belgium 2/ In 2012, I moved to Florida as Office Consumer and Small Business Lead for Latin America [from MEX to Chile]. Leading 42 countries I have launched Office 365, 2 years ago in Latin America.
- Question : How many years to get first 50 Mios TV Wathers ? This is amazing to see that adoption of new technologies has never been so quick in the history : Radio: 38 years to get 50 M people, TV: 13 years to get 50M, FB to 100M in 9 months
- 1/ The world won’t never be the same. We are moving from a PC Era to Consumer Era 2/ What are the Needs of consumer : stay connected and be informed any time and everywhere. Question : Do you know what is the most important need today ?
- 1/ Wifi, you can take 4G ot take wifi fron your neighbor. Question : Another important need ?
- When my kids step in the car, they fight for the battery …
- 1/ Storage prices continue to drop. 2/ We’re living in a world connectivity everywhere, increasing bandwidth and proliferation of devices. 3/ According to Gartner, Inc., there will be nearly 26 billion devices on the Internet of Things by 2020. Question : How do you see Human Capability 1/ As the blue flat line builds: Yet, what hasn’t grown exponentially is how many hours we have in the day. And how fast we can process information.
- Question : 1/ How many devices ? 2/ How many social media account ? 3/ Where do you store your information ? - First, there is a shift to multi-device use - Social has become a layer within everything we do with technology. We expect the ability to tweet, share, like and search from anywhere, and about anything. - Third, all of our devices are connected to the cloud - And finally, our interaction with technology is becoming more natural – we’re touching, gesturing and using voice to interact
- The St Peter Square from 2005 to 2013
- Question : Who is using Multi devices while watching TV? 1/ 64% of consumers say they have a difficult time watching television or a film for 2 hours without picking up a second device, like a laptop, phone, or tablet? 2/ 82% thinks they need to combine all these devices to be more efficient
- 1/ The fact that the consumer is multi device changes everything we need to communicate to the consumer. 2/ We are moving from Interruption marketing to Permission Marketing
- Do not interrupt your target audience ! Use different types of Media 1. Paid Media: What you pay! TV, bus shelters, Radio, Paid Search, Display Advertising, MSN, ... 2. Question : Who has Own Media ? Own Media: What you controller being free: Own website (s) & Blogs, Twitter Account, Email newsletter, Mobile Site, Video Demo 3. Earned Media: you win thanks to social media: Reviews of bloggers talking on social networks
- Question : Do you know the number of messages received per day is phenomenal : from 500 to 2000 per day. 1/ If you Treat Cow as messages / products / innovations are similar. Knokke Story 2/ When you've seen one, you've seen them all. Question : What happens if one day you pass a field where cows are purple? You will jump on your camera and run to tell all your friends ! 3/ In the "old world", marketers targeting consumers through the four P's. Today, the opposite is true. The consumer chooses. They choose if you listened to or ignored. 4/ This is to be irresistible to a small group of people easily accessible (early adopters) who can communicate about it to convince the larger group.
- The close contact Marketing is based on the following belief: once you convince the consumer, he becomes your best ambassador. I have developed six rules are symbolized by belts of the sport that I practice so much. Rule #1 : Engage Personally Involve yourself personally as a Marketer. Have a dialogue with journalists, retailers, consumers and colleagues. This rule seems obvious. It’s not. Let’s see for the launch of Kinect.
- Rule #2 : Trying is Believing. Set up an authentic, winsome experience on your products. More than seven thousand people tried out the Kinect, including the Kinect Loft (see below in the slide share the LOFT) in Brussels, as the device was not launched yet.
- Rule #3 : Invite Influencers Generously Take the time to discuss with influencers as they carry on your message. Journalists, bloggers, retails partners deliver your message to an audience. The commitment level was so high; the content was shared on Facebook, Twitter and over 350 blogs in Belgium.
- Rule #4 : Enchant the Masses Find the best way to enchant the audience, focusing on spending that much money on advertising .
- So, dare to be remarkable Launch and Sustain Purple Cows !