solvay marketing of the future 08122016
TRANSCRIPT
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Brussels, December 8, 2016Marketing of the FutureRenout van Hove
/Renout
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ThoMster Class on The Future of Marketing – December 8, 20162
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ThoMster Class on The Future of Marketing – December 8, 2016
“Marketing of the future?
A. Intro: the rise of the new customer
B. What Trump has to do with marketing?
C. What happens if you don’t adapt?
D. What are the big game-changing trends to watch?
E. So, what is the impact on the marketer of the future?
3
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ThoMster Class on The Future of Marketing – December 8, 2016
To reach 50 million users it took…
38 year
14 year
4,5 year
2 year
35 days
4 months
1 week
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ThoMster Class on The Future of Marketing – December 8, 2016
21.8 billion
5
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ThoMster Class on The Future of Marketing – December 8, 20166
A Transformation in Customer Engagement
MassMarketingFocus on the
message
TransactionalMarketing
Focus on the transactions
EngagementMarketing
Focus onlong-term
relationships
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ThoMster Class on The Future of Marketing – December 8, 2016
The aim of Marketing is to know and understand the
customer so well the product or service fits him and sells
itself
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ThoMster Class on The Future of Marketing – December 8, 20168
Vision eats market research for
breakfast
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ThoMster Class on The Future of Marketing – December 8, 2016
4MAIN BEHAVIOR TRENDS
That dictate new customer behavior
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ThoMster Class on The Future of Marketing – December 8, 2016
#1 Instantgratification
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ThoMster Class on The Future of Marketing – December 8, 2016
Hyperconnected#2
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ThoMster Class on The Future of Marketing – December 8, 2016
#2 Hyperconnected
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ThoMster Class on The Future of Marketing – December 8, 2016
Disrupting conventionalbusiness models
#2 Hyperconnected
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ThoMster Class on The Future of Marketing – December 8, 2016
#3 Hyperpersonalization
Right time, right device, right channel in the right context
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ThoMster Class on The Future of Marketing – December 8, 2016
#3 Hyperpersonalization
Right time, right device, right channel in the right context
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ThoMster Class on The Future of Marketing – December 8, 2016
Why on earth did IBM buy all weather data on the planet?
Contextual Convenience#4
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ThoMster Class on The Future of Marketing – December 8, 2016
Contextual Convenience#4
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ThoMster Class on The Future of Marketing – December 8, 2016
# Contextual Convenience
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ThoMster Class on The Future of Marketing – December 8, 2016
“Marketing of the future? Embrace technology?”
A. Intro: the rise of the new customer
B. What Trump has to do with marketing?
C. What happens if you don’t adapt?
D. What are the big game-changing trends to watch?
E. So, what is the impact on the marketer of the future?
19
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ThoMster Class on The Future of Marketing – December 8, 2016
What do the US elections have to do with Marketing of the future?!
20
The power of traditional media is fading
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ThoMster Class on The Future of Marketing – December 8, 201621
The loyal customer is dead
What do the US elections have to do with Marketing of the future?!
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ThoMster Class on The Future of Marketing – December 8, 2016
What do the US elections have to do with Marketing of the future?!What do the US elections have to do with Marketing of the future?!
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ThoMster Class on The Future of Marketing – December 8, 2016
“Marketing of the future? Embrace technology?”
A. Intro: the rise of the new customer
B. What Trump has to do with marketing?
C. What happens if you don’t adapt?
D. What are the big game-changing trends to watch?
E. So, what is the impact on the marketer of the future?
23
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ThoMster Class on The Future of Marketing – December 8, 2016
What do these brands have in common?
24
“Companies have to adapt to the requirements of the market, even if that means competing with themselves.. – Avi Dan
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ThoMster Class on The Future of Marketing – December 8, 201625
This is a result of the super speed development in technology we have today
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ThoMster Class on The Future of Marketing – December 8, 2016
New market players: expect to be disrupted
Uber, the world’s largest taxi company, owns no vehicles
Facebook, the worlds biggest media company, creates no content
Alibaba, the world’s most valuable retailer, has no inventory
AirBnB, the worlds largest accommodation provider, has no real estate
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ThoMster Class on The Future of Marketing – December 8, 201627
The tactics of the past
no longer apply
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ThoMster Class on The Future of Marketing – December 8, 2016
“Marketing of the future? Embrace technology?”
A. Intro: the rise of the new customer
B. What Trump has to do with marketing?
C. What happens if you don’t adapt?
D. What are the big game-changing trends to watch?
E. So, what is the impact on the marketer of the future?
28
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ThoMster Class on The Future of Marketing – December 8, 2016 29
The biggest game changer of all: Artifiical Intelligence
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ThoMster Class on The Future of Marketing – December 8, 2016
The next rembrandt movie AI
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ThoMster Class on The Future of Marketing – December 8, 2016
Welcome to the age of the customer
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AR and VR are here to stay
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ThoMster Class on The Future of Marketing – December 8, 2016
What do these guys have in common?
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ThoMster Class on The Future of Marketing – December 8, 2016
They all opened physical stores after they disrupted that market
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ThoMster Class on The Future of Marketing – December 8, 2016
Amazon go movie
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ThoMster Class on The Future of Marketing – December 8, 2016
“Marketing of the future? Embrace technology?”
A. Intro: the rise of the new customer
B. What Trump has to do with marketing?
C. What happens if you don’t adapt?
D. What are the big game-changing trends to watch?
E. So, what is the impact on the marketer of the future?
36
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ThoMster Class on The Future of Marketing – December 8, 2016
Marketing has changed forever
Brand Marketing Sales driven Marketing
Mass Advertising 1:1 dialogue
Campaigns Continues dialogue
Intuition Data Driven Prediction
Sales vs Marketing Sales + Marketing
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ThoMster Class on The Future of Marketing – December 8, 2016
Earn the interest of customers instead of buying themMarketers need to earn the interest of customers instead of buying them
Outbound Marketing
PUSH marketing
You BUY your customers
By paying for ads, e-mail lists, using PR or
sales people
PRODUCT centric
More traditional media
Inbound Marketing
PULL marketing
You EARN your customers
By publishing relevant content
that pulls right customer to your product/service
USER centric
Online media
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ThoMster Class on The Future of Marketing – December 8, 2016
Engagors
Strangers
Visitors
Leads
Consider
Catch
Convince
Close
ContinueCustomers
TOFU
MOFU
BOFU
TOP OF THE FUNNELThought leadership &
enjoyable content to buildbrand awareness, and
desire
Blog, e-books, research data, funny videos, curated lists, infographics,
webinars
Inbound marketing is about educating potential customers and solving their problems through every phase of the marketing & sales funnel
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ThoMster Class on The Future of Marketing – December 8, 2016
Engagors
Strangers
Visitors
Leads
Consider
Catch
Convince
Close
ContinueCustomers
Buying guides, RFP templates, ROI
calculators, definitive guides, analyst reports …
MIDDLE OF THE FUNNELTools that help buyers find you when they are looking
for solutions
TOFU
MOFU
BOFU
Inbound marketing is about educating potential customers and solving their problems through every phase of the marketing & sales funnel
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ThoMster Class on The Future of Marketing – December 8, 2016
Engagors
Strangers
Visitors
Leads
Consider
Catch
Convince
Close
ContinueCustomers
Pricing, demos, services
information, 3rd party review,
customer case studies …
BOTTOM OF THE FUNNELCompany-specific information
to help evaluate & reaffirm selection
TOFU
MOFU
BOFU
Inbound marketing is about educating potential customers and solving their problems through every phase of the marketing & sales funnel
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ThoMster Class on The Future of Marketing – December 8, 2016
42
Has a clear content strategy towards clients and prospects 41%
Has content that helps prospects figure out the best solution for their needs39%
Has defined content personas to whom he delivers specific content34%
Indicate the level of maturity of statements about contentN=266
Content is King 🤘
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ThoMster Class on The Future of Marketing – December 8, 2016
43
First-party data used to target customers50%Data is centrally organized and managed in the organization 45%
Data drives almost every decision that our marketing team makes 32%
Third-party data used to target customers28%
Indicate the level of maturity of statements about dataN=238
In data you shall trust 😀
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ThoMster Class on The Future of Marketing – December 8, 2016
In data you shall trust 😱
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ThoMster Class on The Future of Marketing – December 8, 2016
The tactics of the past do not apply anymore
Customers/Consumers:
It provides more personalized messages (of more value) at the right time, the right device and the right place. So when it’s time to choose, they choose you.
Marketers/Sales:
It saves time, improves efficiency and increases productivity. Enables understanding of customers, pin-point opportunities, measure performance, ties marketing activities to business results.
Marketing Automation refers to a software ecosystem that enhancesexperiences to create business impact:
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ThoMster Class on The Future of Marketing – December 8, 201646
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ThoMster Class on The Future of Marketing – December 8, 2016
Technology can help marketers a lot, but remember: don’t be creepy…
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ThoMster Class on The Future of Marketing – December 8, 2016
Implementing Marketing Automation requires a good change management
Managing marketing automation, which of the following competencies are relevant and crucial? (N=225, multiple answers)
Marketing teams of the future require following talents: