7 marketing inflection points

7 Marketing Inflection PointsShaping things to come

Kevin Masi, Co-founder & President / Future BuilderTorque ltd.kmasi@torquelaunch.com@MaseratiTorqueTorquelaunch.com/Marketing-Inflection

Marketplace Proliferation

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Products

Communcation Channels

Sales channels

1: Social Media

Facebook

• Facebook will go public for $5 billion • Biggest Internet IPO seen• Worth more than General Motors,

the New York Times Company, & Sprint Nextel combined

• Approaching 1 billion users

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Pinterest

• 11 million unique visitors as of January 2012• In less than 1 year, Pinterest is #5 Social Network,

beating out LinkedIn and Google+

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2: Mobile

Mobile Forecast 2012• Ad revenue est $11.6 billion, up 85.4% over 2011 • 125 million Americans will access social networks via

mobile handsets - Ad revenue for social networks est $412.7 million

• Revenue from consumer apps est $26.1 billion, up 30.7%*

• Mobile wallet, Mobile financial services, m-banking • Access to data & connection wherever you is

Behavior-changing

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Marketing Mistake #10: Under-Appreciating the Speed of MobileTorque post

*Forecast from Strategy Analytics

Mobile local search volume will surpass computer local search by 2016

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*Forecast: Mobile local search volume is surgingBIA/Kelsey

3: Inbound Marketing

The Inbound Marketing ExplosionContent marketing, Nurture Marketing, Search & Social Media Marketing

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4: Business Modeling Driving Marketing through operations and any other area of business that makes the

offering relevant, distinct and valued

Business modeling is now the domain of marketing Business Model GenerationUnbundling • Long tail • Multi-sided platforms • Free • Open business models

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Value analysis: Blue Ocean Strategy

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flexibility number of content threads

Single view

Low

High

traffic drivers

ease of use trackabilityeditorial focus

ContexTV

Competing services

Blue Ocean Grid Eliminate-Reduce-Raise-Create

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5: Big Data

Splunk IPO April 19, 2012

Gained 109% day 1 market value $3 billion

“Your IT infrastructure generates massive amounts of data. Machine data - generated by websites, applications, servers, networks, mobile devices, etc.

Splunk turns your machine data into valuable insights by monitoring and analyzing everything from customer clickstreams and transactions to network activity to call records.”

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Big Data: Consumer Behavior Analytics

How Companies Learn Your SecretsNew York Times with Dan Hill

• Target monitors enormous amounts of consumer purchase data

• Brand habits can be changed during major life events • Consumers pick up new behaviors

- pregnant women load up on unscented skin care products, large packages of cotton balls and zink supplements)

- Target sends promotional mailers for baby products (along with other products so as not to spook them!)

“Mathematicians are suddenly sexy.”

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5: Users, not Customers

Users, not Customers: Aaron ShapiroWho really determines the success of your business

• Engage all audiences: customers and profit will follow• User-centric marketing

- Useful, valuable content- Tapping digital channels: owned, earned & social media- Touchpoints throughout the organization

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Beauty, Function or Satisfaction. What Are You Giving Your Users?Torque post

6: Crowd Sourcing(As well as open sourcing and the cloud)

Product innovation

• Launched in 2001 as a program in which at least half of the innovation comes from external crowd sourcing

• Olay® Regenerist• Oral-B® Pulsonic® Toothbrush• Febreze® Candles™• Pringles® Stix• Bounce Lint & Freshness Roller• Mr. Clean® Now so much more than a household cleaner

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Crowd Spring

• Logo design- 110+ average entries- 114,269 creatives- Custom design- Projects start at $269

• Company Naming- 100 names or money back- Projects start at $269

• Small websites- Sites with 5 pages or less- Design only (no coding)- Projects start at $729

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Fiverr.com

The world's largest marketplace for small services, starting at $5. Buy. Sell. Have fun. • Burger King TV spot: The Stunner is Back• Torque 20th Birthday• Birthday Beatbox• Tales from Beyond

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The New Rules of Innovation: Need, Speed and Greed• Open innovation• Prize incentives

- Ansari XPrise: $10mm prize to fly a reusable aircraft 100 km into space twice

- Virgin Galactic

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7: Affiliate and Performance Marketing

Unlimited Sales Channels

ClickBank.com- Digital marketplace

+ affiliate network, featuring over 70,000 products.

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Tying it all TogetherTorque post

• Integrate technology, brands and content media to reach many users with valuable content through their channels or choice.

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Torque

• Branding and marketing company • Celebrating 20 years in 2012• Building engaging brand experiences

for all user Tribes, through digital content, platforms and programs

• Serving companies facing tough competition

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Technology

Healthcare

Consumer products

Real estate, building products