disruptive marketing, disciplined results
TRANSCRIPT
Disruptive Marketing, Disciplined Results
Geoffrey Colon
TAG-ITTromso, Norway
The 5 Questions To Ask About Disruptive Marketing…
Are You Ready to Act Differently?
1. Do you know who your customer target is? Y/N
2. Are you ready to commit some $’s to marketing in the form of a
budget or a full time employee? Y/N
3. Does this person who is doing the marketing understand how
to develop dynamic content? Y/N
4. Does this person who is doing marketing understand social
networks, APIs and how they function as distribution outlets? Y/N
5. Does this person understand the psychological behavior of their
target audience? What devices they use? What content they
consume? What emotional triggers resonate with them? Y/N
We Live in a World of Measurement
Objectives and Key Performance Indicators
Create
New Product
Content
Points of View
Engage
Conversation
Awareness
Measurement
Adapt
Pivot
Persevere
KPIs
The Tools
.15
Owned Properties
SEO
How to use content
and predictive search
terms to game
algorithms
Social Media
SEM
How to use tools
like AdWords and
Bing Ads to draw
attention based on
keywords
Exercise your Right Brain
Your biggest tool in a world with less
attention by the millisecond
Content
Content is the
currency and
conduit to build
trust
Data
Social isn’t simply
about
amplification and
community but
audience
information
Growth: One Size Doesn’t Fit All
Creative Thinking Measurement
Social
ListeningPaid
Budget
Interaction
Rate
0-12 yrs. 13-17 yrs. 18-24 yrs. 25-34 yrs.
1% online
TBD
TBD
11% online
Windows
6.5% online
Snapchat, Instagram, SMS Apps
Mobile Apps
15% online
Snapchat, Tumblr, SMS Apps, Instagram
Mobile Apps and Services
22.5% online
Facebook, Twitter, LinkedIn, YouTube
Mobile Apps and Services, OSX, Windows
23.5% online
Facebook, Twitter, LinkedIn, YouTube
Mobile Apps and Services, OSX,Windows
20% online
Facebook, YouTube
OSX, Windows
35-49 yrs. 50-64 yrs. 65+ yrs.
Understanding the Role of Producerism
Uber
Foursquare
• Soon to open API
• Capturing people’s attention
during transport
• Still TBD
• Location GPS Context
• Beacon-oriented
• Most likely to make the
jump to IoT
• Social Data to Reach
Targeted Audiences
• No business can grow
without it in this day and
age
• Mobile by Design
Think APIs before MBAs
• Meerkat launched two
weeks ago on top of the
feed
• Ties in heavily with shareable
publishing
• Mobile by Design
The Transformation from Knowledge to Creative Economy
Creativity – A Matter of Differentiation
“Creativity in the new economy isn’t
simply about selling but also about how
you will stand out from the crowded
online pack. How you present yourself as a
thinker in a world seeking new solutions in
ongoing transformation. Much of this is
going to be through a new way of thinking
that doesn’t align with the resounding
corporate or higher education culture and
how it has approached who fits into the
marketing discipline as a leader for the
past 65 years.” – Chapter 7: The
Transformation from Knowledge Economy
to Creative Economy in “Disruptive
Marketing, Disciplined Results”
Reputation Economics is the New Currency“Those who can deliver creativity into actual disruptive
and disciplined execution plans have the potential to be
the future leaders of this new world. More than ever,
those with imagination are outpacing those with process.
Technology is driving this boom. Smartphones, cheap
sensors, and cloud computing have enabled a raft of new
Internet-connected services that are infiltrating the most
tech-averse industries—Uber is roiling the taxi industry;
Airbnb is disrupting hotels, Spotify has upended the
music mp3 model after Napster upended the Compact
Disc model. Disruption is the norm in commerce and thus
will be the norm in marketing. What business will
innovate and upend legacy titans in the next five years
probably hasn’t even been born yet. When it is, it will
come from the mind of a new creative, not the old MBA.”
- Chapter 7: The Transformation from Knowledge
Economy to Creative Economy in “Disruptive Marketing,
Disciplined Results”
10 marketing trends to watch in 2015
Social
People, Content, Operations
Customer Focused
Branding
Product Strategy
Content Distribution
Data Driven
Transparency
Funnel and Attribution
Marketing Tools
Customization
Thank you
Connect with Geoffrey:Web: http://geoffrey-colon.squarespace.com/
Twitter: http://twitter.com/djgeoffe
LinkedIn: http://linkedin.com/in/geoffreycolon
SlideShare: http://slideshare.net/geoffreycolon
Tumblr: http://futuristlab.tumblr.com
Podcast: Download the Spreaker app / Search: Disruptive FM
https://www.spreaker.com/show/disruptive-fm
Book: “Disruptive Marketing, Disciplined Results” on
AMACOM Books to be released January 2016
http://disruptivemarketing.tumblr.com
http://www.amacombooks.org/
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