followfridays 2011 session 3: will you still have a job in marketing of the future?
DESCRIPTION
AdNerds hebben de reputatie de toekomst te voorspellen. Ook dit jaar doen we graag weer een poging. Maar het wordt geen pure fictie, geen fantasie. We vertrekken van concepten en oplossingen die vandaag stilaan vorm krijgen. We bekijken hun potentieel met betrekking tot marketing communicatie. De vraag die we daarbij stellen én beantwoorden, is of jij als marketeer - en in dezelfde adem, wij als agency - nog een toekomst hebben in die nieuwe wereld?TRANSCRIPT
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!