The Future of Marketing in the Engagement Economy - TK Kader
•Download as PPTX, PDF•
1 like•772 views
The document discusses how engagement has become the next frontier for digital transformation as buyer expectations have shifted to value relationships over transactions. It argues that to succeed in this "engagement economy", marketers must learn about, listen to, and inspire customers at massive scale. New technologies from Marketo aim to help marketers engage customers through personalized experiences across channels by understanding customer data and behaviors. The future is predicted to involve more video content, influencer marketing, and artificial intelligence driving highly personalized campaigns.
Recommended
More Related Content
What's hot
What's hot (20)
Similar to The Future of Marketing in the Engagement Economy - TK Kader
Similar to The Future of Marketing in the Engagement Economy - TK Kader (20)
More from Marketo
More from Marketo (20)
Recently uploaded
Recently uploaded (20)
The Future of Marketing in the Engagement Economy - TK Kader
- 1. The Future of Marketing In the Engagement Economy
- 2. TK Kader GVP of Strategy, Marketo tk@marketo.com | @tawheed
- 3. The last decade was about establishing Systems of Record.
- 4. Engagement is the next frontier for Digital Transformation.
- 5. Agenda • Why is engagement important? • How are CMOs already adapting? • What does the future hold for Marketing?
- 6. ERIC JOHNSON Chief Sales Officer, MARKETO WELCOME! Digital Transformation has CHANGED EVERYTHING
- 7. only consider brands that show they understand and care about ‘me.’ (Wunderman) 79% say customer experience is more important than price in buying decisions. (Forrester) 64%70% of buying experiences are based on how customers feel they're being understood. (McKinsey) Buyer Expectations have RADICALLY SHIFTED
- 8. Email Web Mobile Social Ads Expanding Customer Touch Points
- 10. This is the ENGAGEMENT ECONOMY
- 11. Value > Volume
- 12. INSPIRE To win, you must: LEARN LISTEN
- 13. How are CMOs leading in the Engagement Economy?
- 14. Compounding the Challenge Growing Number of Sales and Marketing Technologies
- 15. 5000+ Sales and Marketing Technologies, 2017
- 18. YOUR CHALLENGE Listen, learn, and inspire, at massive scale.
- 19. MARKETO ENGAGEMENT PLATFORM MARKETO APPS PARTNER APPS ENGAGEMENT APPS EMAIL WEB ADS MOBILE SOCIAL MARKETING AUTOMATION PREDICTIVE CONTENTABM SALES INTEL PLANNING EVENTS MARKETING ANALYTICS AUTOMATION ANALYTICS ADAPTIVE CUSTOMER DATA & IDENTITIES ENGAGEMENT HUB
- 21. Start today by understanding your clients better Organization Industry Portfolio Size Region AssetsClient Behavior Investment Strategy Target Account Segment +5 +10 +20 Nurture and ScorePersonalize Web Personalization Email Personalization Mobile Personalization Ad Personalization
- 22. What does the future hold for Marketing and Engagement?
- 23. Page 23 ”I wouldn’t be surprised if you fast-forward five years and most of the content that people see on Facebook and are sharing on a day-to-day basis is video” – Mark Zuckerberg Globally, traffic from online videos will constitute over 80% of all consumer internet traffic by 2020 -- Cisco Video will be huge 3.25 Billion Views per day 3.8 Billion Views & 100 Million Hours per day.
- 24. Page 24 Casey Neistat has 6 million subscribers on Youtube and his daily Vlog commands anywhere from 3 to 6 million views per video. Brands pay him $20k+ per product placement. • Influencer marketing generates $6.50 for every $1 spent. – Tomoson • G2Crowd raises $30m to take on Gartner. • Customers referred by other customers have a 37% higher retention rate. - Deloitte Influencers & Advocates Rule
- 25. Page 25 Lee Sedol a world champion Go player lost a five game match to AlphaGo, powered by Google’s Deep Mind. • By 2020, 85% of customer interactions will be managed without a human. -- Gartner • Machines can create more permutations of personalization, more A/B tests, and adapt faster than any human creating campaigns AI will personalize campaigns faster
- 26. INSPIRE To win, you must: LEARN LISTEN
- 27. ENGAGE
- 28. TK Kader GVP of Strategy, Marketo tk@marketo.com | @tawheed
Editor's Notes
- There’s no question that digital transformation is changing the game for all businesses. This is both a challenging and thrilling time to be in technology. Every day, we read about or experience firsthand the peril and opportunities we have as new technology and new ways of reaching audiences change the way we do business. We’ve harnessed the power of technology to achieve unimaginable levels of reach and scale. Who would have thought 10 years ago there would be a network with 1.8 billion users or that a single e-commerce vendor would see 1.6 million orders a day We no longer have the luxury of time. Today, we’re making more complicated decisions in a matter of seconds (versus days or weeks). Businesses must adapt or die
- Achieving these goals is more challenging than ever before because the relationships between customers and brands has fundamentally changed First, expectations have increased… Customers only want to work with brands that care about them. These days, they value experiences more than price, and feel that the best brands are delivering above their expectations across the whole customer journey.
- Brands also have to meet these expectations across expanding customer touchpoints. Email, Web, Mobile, Social, Ads. Customers move freely across these channels expecting you to deliver meaningful, continuous interactions throughout.
- Can I take you back to undergraduate economics for a second? I like to think of this as supply and demand. We have this amazing universe of demand drivers… but the problem is the supply curve. There is a finite supply of attention that we can work with. As marketers, we’ve always focused on creating demand – and that’s still the case, even as our world has evolved from one to one, to one to many, to digital. The problem is that the supply of attention is not only limited, but it may actually be shrinking: Part of the reason for this is simply how loud every conversation has gotten. If everyone is shouting, no single voice stands out. And buyers today are bombarded constantly at virtually every moment they are awake. Another reason is that buyers have far greater access to information than ever before, meaning they are more sophisticated and more empowered to make their own decisions. The buyer has a louder voice than the brand. And a third reason is that life in the age of social media has gotten so much more gritty, raw and authentic. People live through cell phone videos that they’re sharing with everyone, that give them a window into the world – the whole world -- that is sometimes tragic, sometimes inspiring, but always real. We are in an arms race for finite attention.
- This is the ENGAGEMENT ECONOMY: a digital future where everyone and everything is connected, fundamentally changing relationships between buyers and sellers. In this engagement economy, It’s all about people and human connections Engagement is curating a personalized, meaningful experience in whatever medium, and at whatever time our buyers wish to engage. It requires a new way of thinking, listening and learning. Engagement is not transactional – it’s transformational.
- And then we run into another fundamental law: the law of diminishing returns. We’ve reached a point where volume is losing its ability to help us build our brands or drive revenue. In this moment, value is much more important than volume. If we’re not delivering value… we’re just pushing more and more volume… like cold calls, or batch and blast emails… we’re going to hit a wall.
- Neither technology strategy helps you win in the Engagement economy To win, you need to change your paradigm and start listening to each individual customer across every touchpoint, learning what they want, and engaging them wherever they are with the perfect message for that moment.
- And there’s an enormous amount of marketing technology out there. To succeed in this environment, you need to work side-by-side to create a strategy to transform marketing to center around the customer.
- Unfortunately, many marketers have tried to assemble a collection of POINT TOOLS to cope with individual channels or productivity challenges. The problem? There are 3500 martech tools on the 2017 martech map – and when they don’t integrate, you simply can’t scale to win in the engagement economy. On the other hand, you have CAPTIVE SUITES, which are just loosely integrated point tools. They spend more of their R&D dollars on integration, instead of innovation. As a result, you don’t get the agility or time-to-value you need. Plus, they only focus on their own tools, so you and your data get held captive. With a martech world so large and quickly expanding – 3500 tools is 10x more than this same chart included just 4 years ago! – you’re simply never going to get everything you need from one vendor.
- As an IT leader, your desire to meet these expectations is compounded by the number of touchpoints that exist now and will exist in the future. You have to find a way to meet customer expectations, today and tomorrow, across touchpoints and at scale.
- The Marketo Engagement Platform is the platform to win in the Engagement Economy.
- So the question is how we do we create that emotional connection to turns our customers into Advocates? How do you write your brand story to cut through the noise? Here are my three simple rules Be Interesting – this is how they will remember your story – have a hook Be authentic – every time we tell a story, we need to be authentic…..no better example than MLK Junior as an authentic leader Be connected – we’ve got to connect with each person and make them feel that they are the most important part of the story…. Let‘s look at some examples of companies who have done this well...
- And it all starts by understanding your clients better….. Which you can do by… Segmenting your clients – You can use a lot of different parameters such as the one’s shown here to actually segment your prospect and client database. This can help you to communicate with them in much more relevant and meaningful ways that are most tailored to their interests. Personalize – Once you segment your database, you can use these rich segmentations to further personalize every communication that you send out....whether that’s through your personalizing your website content, the email content, or even the mobile notifications as well as digital ads that they see when they are surfing across the web Nurture and Score – By tracking all their interactions with you across these channels, you can then start to nurture and score your prospects and clients, so you always know where each one of them is in their journey and offer them the right set of communications to move them further along on that journey
- Neither technology strategy helps you win in the Engagement economy To win, you need to change your paradigm and start listening to each individual customer across every touchpoint, learning what they want, and engaging them wherever they are with the perfect message for that moment.