followfridays 2011 session 3: will you still have a job in marketing of the future?

Will you still have a job in marketing of the future?

AdNerds

The Radically Digital Division of Proximity BBDO

Will you still have a job in marketing of the future?

Marketing is going to become a much more technology-driven activity

Marketing is going to become a much more science-driven activity

Some really plausible possibilities with technology- and science-driven marketing…

Will you still have a job in marketing of the future?

Marketing is going to become a much more technology-driven activity

A sensor is a device that measures a physical quantity

and converts it into a signal which can be read by an observer

or by an instrument.

Slow down, please!

First Try

Second Try

Third Try

Fourth Try

Fifth Try

A phenomenon called “feedback loops”

EvidenceThe radar-equipped sign

flashes a car’s current speed.

1RelevanceThe sign also displays the legal speed limit to put your own speed in context.

2

ConsequencesPeople are reminded of the downside of speeding: traffic tickets, accidents, ...

3Action

Drivers slow an average of14 percent—usually for several miles.

4

Every product can have sensors from now on...

It helps solve problems that shouldn’t be problems

Meet “GlowCaps”

Smartphones are the easiest solution to give direct feedback

On top of that: smartphones are the most widespread sensor-equipped tools

cameragps sensor

proximity sensor

accelerometer

gyroscope

moisturesensor

ambient lightsensor microphone

ABI Research

Sensor ubiquity will turn objects, locations and people into

networked, interactive elements.

Marketing is going to become a much more science-driven activity

Eric Goldman, Tech Law Professor, Santa Clara University

Consumers claim to hate marketing - mostly, because

they get too much unwanted marketing.

Source: Nielsen

Will Social Media Be the New Nielsen for TV Ad Buyers?

15%

Sponsored by FORD, COCA-COLA and AT&T

Sponsored by FORD, COCA-COLA and AT&T

K. Pradeep, CEO of Neurofocus (owned by Nielsen Research)

Traditional focus groups are a Cro-Magnon form

of market research.

Apple aficionados don’t just like their iPads; they’re preprogrammed to like them.

= =

≠

≠

Some really plausible possibilities with technology- and science-driven marketing…

Your mass media will become (almost) one-to-one

Your product will start the conversation for you

The quest for lowering thresholds

The quest for lowering thresholds

Bart Muskala

Bart Muskala

The quest for lowering thresholds

Bart Muskala

Bart Muskala

New: Pepsi Smart

Pepsi,

nothing more,

nothing less

Your smartphoneknows ‘everything’about you

A nearby Pepsi cantriggers a notification

PepsiCan Pepsi access your data?

Pepsi,

nothing more,

nothing less

Your smartphoneknows ‘everything’about you

Profile & sensor data are accessible

for Pepsi

A nearby Pepsi cantriggers a notification

PepsiCan Pepsi access your data?

Pepsi,

nothing more,

nothing less

Your smartphoneknows ‘everything’about you

Loyalty programs made easy

09281631

Loyalty programs made easy

09281631

Loyalty programs made easy

09281631

10 Pepsi’s! Nice!Congratulations, you just had your 10th Pepsi this week. That gives you a bonus of 100 points!

+ 100 credits

One for Jan

Fully automatic member-gets-member Bonuses

Bart’s can

Bart’s place

One for Jan

Fully automatic member-gets-member Bonuses

Generosity Bonus!Congratulations, because you’re a generous guy for sharing your precious Pepsi cans with Jan:

+ 50 credits

Bart’s can

Bart’s place

One for Jan

Fully automatic member-gets-member Bonuses

Welcome Jan!Thanks for joining our loyalty program. You just earned your first points. Check out what you can do with it in our Shop.

+ 100 credits

Generosity Bonus!Congratulations, because you’re a generous guy for sharing your precious Pepsi cans with Jan:

+ 50 credits

Bart’s can

Bart’s place

Local retailer

In-store activation based on insights

Local retailer

In-store activation based on insights

Don’t forget your Pepsi

Just a quick reminder: your

stash at home is almost

empty. And since you’re a

good customer, we’re in a

generous mood:

-1€ on a 6-pack

“Can’t go wrong” co-partnerships

Local retailer

“Can’t go wrong” co-partnerships

Local retailer

A tasty opportunitySince you like both Pepsi and Lay’s chips, we offer you this unique opportunity

+ =1€

Note to self: don’t subscribe to all

About to expire. Please replace me!

Your pampers is almost empty. Time

for a new one!

Tobacco use can make you impotent!

Your mass product will become unique and perfect

“Ask your cat and it will tell you to buy Whiskas”

!

happy, healthy catless vet costs

happy, loyal ownerhuge database

with cat eating habitsbuilt-in loyalty programlots of opportunities for

interaction

Will you still have a job in marketing of the future?THE ANSWER

science driven technology driven

Two trends driving the future

Marketing has changed

IN

OUT

Source: Harvard Business Review, “Embracing complexity”

Marketing has changed

more complicated

IN

OUT

Source: Harvard Business Review, “Embracing complexity”

Marketing has changed

more complicated more complex

IN

OUT

IN

OUT

Source: Harvard Business Review, “Embracing complexity”

Marketing has changed

more complicated more complex

IN

OUT

IN

OUT

IMPULS AIMPULS B

OUT B OUT A

Source: Harvard Business Review, “Embracing complexity”

Marketing has changed

more complicated more complex

IN

OUT

IN

OUT

IMPULS AIMPULS B

OUT B OUT A

+ more predictable

-possible to automate

-harder to be successful

+ marketeers required

Source: Harvard Business Review, “Embracing complexity”

Prof. Gerard Weikum, Director of the Max Planck Institute, Saarbrücken

Just because thousands of sensors are supplying data, that

doesn’t mean the system is intelligent. The important thing is

what you do with the data.

Thx!