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The Rise of the Feeling Machines

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Association of National Advertisers
Association of National Advertisers

Human beings have experienced three distinctive eras during their time on earth - pre-modern, modern, and post-modern. Interestingly, marketing has followed a very similar course, leading Stein IAS to speculate that we're now at the dawn of the post-modern marketing era.

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Presented by: The Rise of the Feeling Machines
NOBEL LAUREATE “Human beings are not thinking machines that feel, we are feeling machines that think.” 2© Copyright 2016 by Stein IAS. All rights reserved.
Modern Marketing defined: “The paradigm of inbound marketing programs driven by digital channels, served by multiple touches, measured by sophisticated technologies — and where data analysis is king.” ORACLE MARKETING CLOUD 3© Copyright 2016 by Stein IAS. All rights reserved.
Modern Marketing has served us well… Greater impact Growing confidence in outcomes More significant seat at the table Transformative innovation And challenged us with its complexity 4© Copyright 2016 by Stein IAS. All rights reserved.
But by its nature, Modern Marketing emphasizes thinking machines over feeling machines. 5© Copyright 2016 by Stein IAS. All rights reserved.
And so we stand at an inflection point. From its Modern age, where is marketing headed next? 6© Copyright 2016 by Stein IAS. All rights reserved.
Pre-Modern Modern Post-Modern Pre-Modern Modern Post-Modern 7© Copyright 2016 by Stein IAS. All rights reserved.
Remarkably, the world’s three major ages are amazingly analogous to marketing’s three seminal ages. The third of which — Post-Modern Marketing — we believe is just starting! 8© Copyright 2016 by Stein IAS. All rights reserved.
9© Copyright 2016 by Stein IAS. All rights reserved.
A world not yet tethered to science and the purely rational. Faith Unemcumbered Mysticism Mythology Magic Superstition Religion Rapture 10© Copyright 2016 by Stein IAS. All rights reserved.
11© Copyright 2016 by Stein IAS. All rights reserved.
The Enlightenment The Industrial Revolution Science and Technology Logic and Certainty Proof born of evidence as opposed to belief born of the heart and soul. 12© Copyright 2016 by Stein IAS. All rights reserved.
An age marked by constant change in the pursuit of progress 13© Copyright 2016 by Stein IAS. All rights reserved.
14© Copyright 2016 by Stein IAS. All rights reserved.
Chaotic Non-linear Multi-dimensional Multimedia Interactive Experiential Logic, conformity, and empiricism now considered confining. 15© Copyright 2016 by Stein IAS. All rights reserved.
Magical. Great Leaps of Faith. 16© Copyright 2016 by Stein IAS. All rights reserved.
Magical. Think Mad Men. 17© Copyright 2016 by Stein IAS. All rights reserved.
Iconic 18© Copyright 2016 by Stein IAS. All rights reserved.
At one with contemporary culture 19© Copyright 2016 by Stein IAS. All rights reserved.
Intuitively bold and brilliant. 20© Copyright 2016 by Stein IAS. All rights reserved.
Empirical. Structured. 21© Copyright 2016 by Stein IAS. All rights reserved.
Also Empirical. Also Structured. 22© Copyright 2016 by Stein IAS. All rights reserved.
23© Copyright 2016 by Stein IAS. All rights reserved.
Marke5ng Automa5on Campaign Orchestra6on Automa6on Segmenta6on Lead scoring Lead nurturing Measurement AppCloud technologies AD NETWORKS AND EXCHANGES DMP DSP Bid Mgt Ad targe6ng Op6mis a6on Tag Mgt Look-alikes ID graph AUDIENCES AUDIENCES INBOUND OUTBOUND Print ads Mobile Paid Search Na6ve content Paid Social Programma6c Content Syndica6on OOH Broadcast Remarke6ng Video E-mail D-mail SMS Web content PR & Social media Events Telemarke6ng Promoted content CUSTOMER EXPERIENCE PLATFORMS BLOGS ARTICLES VIDEOS INFO- GRAPHICS IMAGES SLIDEKITS VINES GIFS MEMES 360 VIDEO VIRTUAL EVENTS PODCAST INTERAC TIVE TOOL AUGMEN TED REALITY Data marketplace (3rd Party) (Firmographic, Intent, Account Data, etc.) Known Unknown Highly targeted communica6on based on profile a[ributes Digital crea6ve targeted by geography, device, IP address, account and intent Ad synchronisa6on and real-6me crea6ve CONTENT ATOMISATION CRM Predic6ve modelling Install base data Social data ADTECH AND MARTECH STACK Awareness Events ABM REACH AND ATTRACT Closed loop a[ribu6on, tes6ng and op6miza6on, marke6ng performance measurement Complex Digital-Mobile-Social-Technological Ecosystems. 24© Copyright 2016 by Stein IAS. All rights reserved.
Brand Web site Dynamic Content (Geography) Integra6on of campaign crea6ve and assets with corporate Web site. CUSTOMER EXPERIENCE PLATFORMS Promoted content BLOGS ARTICLES VIDEOS INFO- GRAPHICS IMAGES SLIDEKITS VINES GIFS MEMES 360 VIDEO VIRTUAL EVENTS PODCAST INTERACTI VE TOOL AUGMENT ED REALITY Social pla]orms BRAND CX CAMPAIGN CX ALWAYS ON CX ID graph Landing pages Dynamic Content (Referring channel) Responsive Pla]orms and Content Brand/Solu6on content Campaign content Prospec6ng content LEAD SCORING & NURTURING Web form Lead genera6on INTERACTIVE WHITEPAPER Retarge5ng strategies Web, Display and Search Progressive profiling Data augmenta6on CONTENT MANAGEMENT INTERACTIVE WHITEPAPERS INTERACTIVE E-BOOKS SOLUTION FINDER PRODUCT TOUR INTERACTIVE BROCHURE SAVINGS CALCULATOR ASSESSMENT QUIZZES PRESENTER AWARENESS BROWSING PURCHASING Interac6ve content ENGAGE AND INSPIRE Brand campaign hub Dynamic Content (Industry Sector) Dynamic Content (Referring Channel) Demand gen campaign hub Campaign landing pages Dynamic Content (Buyer Stage) Prospec6ng hub Dynamic Content (Role and Industry Sector) AUTOMATED NURTURES Marketing and Ad Technology Enabling Personalized and Connected Experiences. 25© Copyright 2016 by Stein IAS. All rights reserved.
MARKETING SALES INTEREST LEARN EVALUATE JUSTIFY PURCHASE LEAD SCORING & NURTURING INTERACTIVE WHITEPAPERS INTERACTIVE E-BOOKS SOLUTION FINDER PRODUCT TOUR INTERACTIVE BROCHURE SAVINGS CALCULATOR ASSESSMENT QUIZZES PRESENTER AWARENESS BROWSING PURCHASING Web site retarge5ng Display retarge5ng E-mail nurturing Message Message Message Message Message Message Message Message Message Message Message Message A4 A3 A2 A1 B4 B3 B2 B1 C4 C3 C2 C1 D4 D3 D2 D1 EXPLICIT (PROFILE FIT) IMPLICIT (BEHAVIOUR) Contact Account LEAD SCORING CAMPAIGN NURTURE 86 Processing steps (Contact created or updated) Readiness scoring Intent data PREDICTIVE SCORING Message Message Message CRM Profiler Engage Lead scoring rules Leads pushed to CRM A1 D4 A3 MQL PQL Teleprospec6ng lead qualifica6on Outbound telemarke6ng Sales acceptance of lead Sales qualifica6on of lead B2B prospec6ng lists and sales plays Access to sales enablement tools Interac6ve content Interac6ve journey visualisa6on Lead pass back and recycling Value Reach Conversion Velocity Return Sales funnel Closed business Content consump6on data linked to contact record Contact CONTENT MANAGEMENT Lead distribu6on management Account based scoring & priori6sa6on NURTURE AND CONVERT Automation and Content that Nurtures and Converts. 26© Copyright 2016 by Stein IAS. All rights reserved.
Multi-Dimensional. Experiential. 27© Copyright 2016 by Stein IAS. All rights reserved.
Multi-Dimensional. Experiential. 28© Copyright 2016 by Stein IAS. All rights reserved.
Spockian logic + Kirkian emotion 29© Copyright 2016 by Stein IAS. All rights reserved.
Mad Men + Mad Scientists 30© Copyright 2016 by Stein IAS. All rights reserved.
The Return and Rise of the Feeling Machines WWW.POSTMODERNB2B.COM

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