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?

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

3. AdNerds
The Radically Digital Division of Proximity BBDO

6. 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…

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

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

11. 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.

12. Slow down, please!

13. First Try

14. Second Try

15. Third Try

16. Fourth Try

17. Fifth Try

18. A phenomenon called “feedback loops”
1 2
Evidence Relevance
The radar-equipped sign The sign also displays the legal speed
flashes a car’s current speed. limit to put your own speed in context.
4 3
Action Consequences
Drivers slow an average of People are reminded of the downside of
14 percent—usually for several miles. speeding: traffic tickets, accidents, ...

19. Every product can have sensors from now on...

20. It helps solve problems that shouldn’t be problems

21. Meet “GlowCaps”

22. Smartphones are the easiest solution to give direct feedback

23. On top of that: smartphones are the
most widespread sensor-equipped tools
sor
gps sen
camera
r gyroscope
proximity senso
accelerometer moisture
sensor
ambient light
sensor microphone

24. Sensor ubiquity will turn objects,
locations and people into
networked, interactive elements.
ABI Research

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

26. Consumers claim to hate
marketing - mostly, because
they get too much
unwanted marketing.
Eric Goldman, Tech Law Professor, Santa Clara University

29. Will Social Media Be the New Nielsen for TV Ad Buyers?
Source: Nielsen

31. 15%

32. Sponsored by FORD, COCA-COLA and AT&T

33. Sponsored by FORD, COCA-COLA and AT&T

34. Traditional focus groups
are a Cro-Magnon form
of market research.
K. Pradeep, CEO of Neurofocus (owned by Nielsen Research)

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

40. = =

41. ≠

42. ≠

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

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

54. Your product will start the conversation for you

55. The quest for lowering thresholds

56. The quest for lowering thresholds
Bart Muskala
Bart Muskala

57. The quest for lowering thresholds
Bart Muskala
Bart Muskala

58. New: Pepsi Smart

59. Pepsi, ore,
gm
nothin g less
nothin
Your sma
knows ‘ev rtphone
erything’
about you

60. Pepsi, ore,
gm
nothin g less
nothin
Your sma
knows ‘ev rtphone
A nearby Pepsi can erything’
about you
triggers a notification
Pepsi
Can Pepsi access your data?

61. Pepsi, ore,
gm
nothin g less
nothin
Your sma
knows ‘ev rtphone
A nearby Pepsi can erything’
about you
triggers a notification
Pepsi
Can Pepsi access your data?
Profile & sensor
data are accessible
for Pepsi

62. Loyalty programs made easy
09281631

63. Loyalty programs made easy
09281631

64. Loyalty programs made easy
09281631
10 Pepsi’s! Nice!
Congratulations, y
ou
had your 10th Pep just
si this
week. That gives
yo
bonus of 100 points u a
!
+ 100 credits

65. Fully automatic member-gets-member Bonuses
an
Bart’s c
One for
Jan
Bart’s place

66. Fully automatic member-gets-member Bonuses
an
Bart’s c
One for
Jan
Generosity Bonus!
Congratulations, because
you’re a generous guy for
sharing your precious
Pepsi cans with Jan:
+ 50 credits Bart’s place

67. Fully automatic member-gets-member Bonuses
an
Bart’s c
One for
Jan
Generosity Bonus! Welcome Jan!
Congratulations, because Thanks for joining our
you’re a generous guy for loyalty program. You just
sharing your precious earned your first points.
Pepsi cans with Jan: Check out what you can
do with it in our Shop.
+ 50 credits Bart’s place
+ 100 credits

68. In-store activation based on insights
Local retailer

69. In-store activation based on insights
epsi
Don’t forget your P
your
Just a q uick reminder:
ost
stash at home is alm
ou’re a
empty . And since y e in a
r, we’r
good custome
d:
generous moo
Local retailer
-1€ on a 6-pack

70. “Can’t go wrong” co-partnerships
Local retailer

71. “Can’t go wrong” co-partnerships
A tasty opportunity
Since you like both Pepsi
and Lay’s chips, we offer
you this unique opportunity
+ =1€
Local retailer

72. Note to self: don’t subscribe to all
About to expire.
Please replace me!
Tobacco use can
make you impotent!
Your pampers is
almost empty. Time
for a new one!

73. Your mass product will become unique and perfect

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

78. !

87. happy, healthy cat
less vet costs
happy, loyal owner
huge database
with cat eating habits
built-in loyalty program
lots of opportunities for
interaction

88. Will you still have HjobANSWER of the future?
T a E in marketing

89. Two trends driving the future
science driven technology driven

90. Marketing has changed
IN
OUT
Source: Harvard Business Review, “Embracing complexity”

91. Marketing has changed
IN
OUT
d
more complicate
Source: Harvard Business Review, “Embracing complexity”

92. Marketing has changed
IN IN
OUT OUT
d
more complicate more complex
Source: Harvard Business Review, “Embracing complexity”

93. Marketing has changed
IN IN
IMPULS A
IMPULS B
OUT B OUT A
OUT OUT
d
more complicate more complex
Source: Harvard Business Review, “Embracing complexity”

94. Marketing has changed
IN IN
IMPULS A
IMPULS B
OUT B OUT A
OUT OUT
d
more complicate more complex
+ -
more predictable harder to be successful
- +
possible to automate marketeers required
Source: Harvard Business Review, “Embracing complexity”

95. 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.
Prof. Gerard Weikum, Director of the Max Planck Institute, Saarbrücken

96. Thx!