THoMster class brussels - marketing of the future
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Marketing of the future? Embrace Technology
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THoMster class brussels - marketing of the future
- 1. Brussels, December 8, 2016 “Marketing of the Future? Embrace technology!” Renout van Hove & Frederik Sunaert/Renout /THoM_News
- 2. The 12 THoMers are welcoming you! Shermaine Mina Sr. Consultant Stéphanie Duchemin HC Manager Frederik Sunaert Consultant Renout van Hove Head of Marketing Automation Leatitia Gutierrez Consultant Karel Ingelbeen Consultant Charlotte Marin Jr. Consultant Amélie Timmermans Jr. Consultant Anne-Charlotte de Cartier Sr. Consultant Chloë Girard Consultant Robine Goris Jr. Consultant Nathalie Debiolley Jr. Consultant
- 3. ThoMster Class on The Future of Marketing – December 8, 2016 1. Introduction 5’ 2. THoM’ster class – “The future of marketing? Embrace technology!” 60’ 3. Case - group discussion & presentations 30’ 4. Applying for and working at THoM 15’ 5. Internship at The House of Marketing 5’ 6. Let’s have a drink! … Welcome to our 1st THoM’ster class!
- 4. We offer strategic marketing consulting & marketing implementation services
- 5. ThoMster Class on The Future of Marketing – December 8, 2016 The House of Marketing as proud member of Quanteus Group
- 6. ThoMster Class on The Future of Marketing – December 8, 2016 Our team projects combine a mix of competences with varying involvement in function of the project stage Our individual placements are supported by the THoM organizational structure Tailored mix of: Strategic marketing Project management Domain expertise Consultant support Core team set-up YOU Counselor & mentor All other consultants Knowledge base of The House of Marketing We work on exciting client projects – in team or individual placement set-up
- 7. We have clients from many different sectors ICT & Media Utilities & Resources Health Care & Public Sector Consumer Goods & Retail Finance, Insurance & Other services Transport & Logistics
- 8. ThoMster Class on The Future of Marketing – December 8, 2016 3 Master Classes on 3 different marketing topics Guiding you through the complete customer life cycle Incl. real life cases from our THoM consultants THoMers share a passion for marketing; now it’s time to share some of it with you!
- 9. ThoMster Class on The Future of Marketing – December 8, 2016 1. Introduction 5’ 2. THoM’ster class – “The future of marketing? Embrace technology!” 60’ 3. Case - group discussion & presentations 30’ 4. Applying for and working at THoM 15’ 5. Internship at The House of Marketing 5’ 6. Let’s have a drink! … Welcome to our 1st THoM’ster class!
- 10. ThoMster Class on The Future of Marketing – December 8, 2016 10
- 11. 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? 11
- 12. ThoMster Class on The Future of Marketing – December 8, 2016 1941
- 13. 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
- 14. ThoMster Class on The Future of Marketing – December 8, 2016
- 15. ThoMster Class on The Future of Marketing – December 8, 2016 This is a simplified timeline of the appearance of advertising in major communication channels. And as the nr of channels proliferated, so did the nr of adds
- 16. ThoMster Class on The Future of Marketing – December 8, 2016
- 17. ThoMster Class on The Future of Marketing – December 8, 2016 The more messages we get, them more we dodge them Global Ad Blocking Growth Source: PageFair
- 18. ThoMster Class on The Future of Marketing – December 8, 2016 21.8 billion 18
- 19. ThoMster Class on The Future of Marketing – December 8, 2016 19 A Transformation in Customer Engagement Mass Marketing Focus on the message Transactional Marketing Focus on the transactions Engagement Marketing Focus on long-term relationships
- 20. 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
- 21. ThoMster Class on The Future of Marketing – December 8, 2016 21 Vision eats market research for breakfast
- 22. ThoMster Class on The Future of Marketing – December 8, 2016 MAIN BEHAVIOR TRENDS That dictate new customer behavior
- 23. ThoMster Class on The Future of Marketing – December 8, 2016 #1 Instant gratification
- 24. ThoMster Class on The Future of Marketing – December 8, 2016 Hyperconnected#2
- 25. ThoMster Class on The Future of Marketing – December 8, 2016 #2 Hyperconnected
- 26. ThoMster Class on The Future of Marketing – December 8, 2016 Disrupting conventional business models #2 Hyperconnected
- 27. ThoMster Class on The Future of Marketing – December 8, 2016 #3 Hyperpersonalization Right time, right device, right channel in the right context
- 28. ThoMster Class on The Future of Marketing – December 8, 2016 #3 Hyperpersonalization Right time, right device, right channel in the right context
- 29. 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
- 30. ThoMster Class on The Future of Marketing – December 8, 2016 Contextual Convenience #4
- 31. ThoMster Class on The Future of Marketing – December 8, 2016 # Contextual Convenience
- 32. 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? 32
- 33. ThoMster Class on The Future of Marketing – December 8, 2016 What do the US elections have to do with Marketing of the future?! 33 The power of traditional media is fading
- 34. ThoMster Class on The Future of Marketing – December 8, 2016 34 The loyal customer is dead What do the US elections have to do with Marketing of the future?!
- 35. 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?!
- 36. 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
- 37. ThoMster Class on The Future of Marketing – December 8, 2016 What do these brands have in common? 37 “Companies have to adapt to the requirements of the market, even if that means competing with themselves.. – Avi Dan
- 38. ThoMster Class on The Future of Marketing – December 8, 2016 38 This is a result of the super speed development in technology we have today
- 39. ThoMster Class on The Future of Marketing – December 8, 2016 39 This is a result of the super speed development in technology we have today
- 40. 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
- 41. ThoMster Class on The Future of Marketing – December 8, 2016 41 The tactics of the past no longer apply
- 42. 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? 42
- 43. ThoMster Class on The Future of Marketing – December 8, 2016 43 The biggest game changer of all: Artifiical Intelligence
- 44. ThoMster Class on The Future of Marketing – December 8, 2016 Welcome to the age of the customer 44
- 45. ThoMster Class on The Future of Marketing – December 8, 2016 45 AR and VR are here to stay
- 46. ThoMster Class on The Future of Marketing – December 8, 2016 What do these guys have in common? 46
- 47. ThoMster Class on The Future of Marketing – December 8, 2016 They all opened physical stores after they disrupted that market 47
- 48. 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? 48
- 49. 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
- 50. 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
- 51. 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 FUNNEL Thought leadership & enjoyable content to build brand 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
- 52. 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 FUNNEL Tools 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
- 53. 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 FUNNEL Company-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
- 54. ThoMster Class on The Future of Marketing – December 8, 2016 Has a clear content strategy towards clients and prospects41% Has content that helps prospects figure out the best solution for their needs39% Has defined content personas to whom he delivers specific content34% Content is King 🤘
- 55. ThoMster Class on The Future of Marketing – December 8, 2016 Technology will assist marketers in delivering better output with less input - Automatic brand persona customizer
- 56. ThoMster Class on The Future of Marketing – December 8, 2016 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 data N=238 In data you shall trust 😀
- 57. ThoMster Class on The Future of Marketing – December 8, 2016 In data you shall trust 😱
- 58. 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 enhances experiences to create business impact:
- 59. ThoMster Class on The Future of Marketing – December 8, 2016 Technology can help marketers a lot, but remember: don’t be creepy…
- 60. 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:
- 61. ThoMster Class on The Future of Marketing – December 8, 2016 1. Introduction 5’ 2. THoM’ster class – “The future of marketing? Embrace technology!” 60’ 3. Case - group discussion & presentations 30’ 4. Applying for and working at THoM 15’ 5. Internship at The House of Marketing 5’ 6. Let’s have a drink! … Welcome to our 1st THoM’ster class!
- 62. ThoMster Class on The Future of Marketing – December 8, 2016 Case nr 1: IoT (Internet of Things) You are in a team of Marketing Consultants from The House of Marketing at Douwe Egberts. The CEO just approached you, as he noticed a major competitor has launched a connected coffee machine. He wants to put you on a mission to find out: What benefit would this bring the consumer and how would it work? How would this benefit Douwe Egberts?
- 63. ThoMster Class on The Future of Marketing – December 8, 2016 Case nr2: Data driven Marketing You are a Marketing Consultant for an insurance company, IBM approached you stating you could buy all real time weather data available on this planet How could you use that data to benefit the insurer and the customers?
- 64. ThoMster Class on The Future of Marketing – December 8, 2016 Case nr3: Content Marketing You are a Marketing Consultant for the same insurance company. There has been an announcement of cost cutting, and you are instructed to find new ways to attract new customers in the fire insurance division. The advertising budget will be cut in half, so you will have to figure out a new way to fill the top of your funnel. How could you approach this?
- 65. 1. Introduction 5’ 2. THoM’ster class – “The future of marketing? Embrace technology!” 60’ 3. Case - group discussion & presentations 30’ 4. Applying for and working at THoM 15’ 5. Internship at The House of Marketing 5’ 6. Let’s have a drink! … Welcome to our 1st THoM’ster class!
- 66. We are looking for (digital) Marketers Down-to-earth Master degree Trilingual (FR/NL/EN) Driving license In line with THoM values Tech savvy
- 67. Lucas is working as a Junior Project Manager for a retail bank Lise is working as a Junior Brand Manager for a FMCG brand Laetitia is working as a Brand Manager for a beverage company Inge is working as a Consultant on Marketing Automation for a large retail bank Maxime is working as a Social Media Manager for a utilities company Niels is working as a Digital Marketer In the automotive sector Chloé is working as a Project Manager travel retail for a luxury brand Karel is working as a Retail Marketer for a telco company No two assignments are the same at The House of Marketing
- 68. Mission statement of The House of Marketing
- 69. Internal trainings What does it look like, working at The House of Marketing…
- 70. STEP 3STEP 2STEP 1 From graduate to… marketing consultant? February 21, 2016 September 2016 1. CV 2. Cover letter 3. One-page paper Case day! Start your career at THoM
- 71. 1-pager KPIs: Structure – Creativity – To the point – Marketing savy In English Show us how passionate you are about marketing in your POV! Guidelines
- 72. Want to be part of the 2017 prom? You? You? You? Yes! Great! Find out more about our recruitment process in our booklet I’m not sure yet… Don’t hesitate to ask all your questions to the THoMers
- 73. 1. Introduction 5’ 2. THoM’ster class – “The future of marketing? Embrace technology!” 60’ 3. Case - group discussion & presentations 30’ 4. Applying for and working at THoM 15’ 5. Internship at The House of Marketing 5’ 6. Let’s have a drink! … Welcome to our 1st THoM’ster class!
- 74. The House of Marketing has the internship for you!
- 75. For a creative multitasker with a go-getter attitude For a (digital) content freak with a soft spot for branding & communication For an equilibrist; in touch with his geeky analyst side as well as with his inner storyteller MARKETING GENIUS 2017 YEARLY MARKETING SURVEY 2017 CONTENT MARKETING, AUTOMATION & REBRANDING For a conceptualist that enjoys a ride on the full customer journey OMNI-CHANNEL & E-COMMERCE SERVICE LINE
- 76. From day one I got immersed in the marketing world and challenging projects! The amount of responsibility combined with a vibrant environment where all colleagues breathe & eat marketing is very inspiring and encourages to give your best every day. I had the chance to contribute to client projects in different sectors, co-organize a marketing event and meet lots of interesting people. This internship was the perfect bridge between my studies and my professional career. And lucky for me I could stick around since I started as a Junior Consultant afterwards! Lucas De Dycker Why should you go for an internship according to Lucas Interested? Go to thehouseofmarketing.be/join-us and apply! Why you should go for an internship at THoM according to Lucas “
- 77. Thank you for your attention! (and now it’s time for a drink...)
Editor's Notes
- Fré
- Fré
- Fre
- Fre
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- Fré We work on exciting client projects – in team or individual placement set-u
- Fré We have clients from many different sectors
- Fré THoMers share a passion for marketing, and now it’s time to share some of it with you
- Renout – introduction Thomster Class. We will talk about Marketing of the Future and the Future of Marketing .
- Renout intro
- Let me take you back to where it all started. 1941. What does that number say? BULOVA first TV commercial – paid 9 dollar for TV add.
- Fortune 500 firms in 1955 vs. 2014; 88% are gone Fifty years ago, the life expectancy of a firm in the Fortune 500 was around 75 years. Today, it’s less than 15 years and declining all the time In 1920, there was 1 radio station. In 2011, there were 14,700. In 1946, America had 12 broadcasting TV stations. In 2011, there were over 1,700. In 1998 (over 15 years ago!), the average consumer saw or heard 1 million marketing messages – almost 3,000 per day. In 2014, there are 1,500 stories competing to show up in your personal Facebook News Feed at any given moment.
- E.g.: Facebook users send on average 31.25 million messages and view 2.77 million videos every minute! But there are many more astounding numbers about how Much Data/ Information Do the World’s Internet Users (3.2 billion people in 2015) Produce Every Minute. http://www.forbes.com/sites/bernardmarr/2015/09/30/big-data-20-mind-boggling-facts-everyone-must-read/#223fa2556c1d http://www.adweek.com/prnewser/how-many-times-do-the-worlds-social-media-users-click-every-minute/117427
- Today 3k adds or messages per day! We are deafened!
- As a consequence we are becoming masters at dodging marketing messages. Who knows what this is? Who uses one?
- So what are those 4 behavior trends that makes the tactics of the past no longer apply?
- Instant gratification. Where does this come from? What does it mean? conditioned by instant and constant feedback we all get from our mobile devices, making us constantly plugged in and turned on. In the meanwhile, we are used to receive instant feedback from our social followers. 90% of all text messages get read in under 3 minutes. Example of whatsapp and seeing when someone has read your message, and when someone is typing the answer…you’re curious about the answer right? You’re just standing there, mobile in the hand waiting for the reply to pop up! You can actually see the other person typing. This is the kind of engagement we are starting to expect when we engage with brands as well. 70% of millenials would rather go to the dentist than listen to the sales pitch of an insurer so you want to better make sure you have real time calculators to get a price quote on your website. This translates into a graving for Instant feedback gratification. If you order a taxi you want to know when it arrives (typically in minutes) (Uber example), and you want to be sure it’s conform your standards.The moment you ask the uber, you get immediate response. Today, the transparency of a crowd sourced platform is far more powerful today than the message of a campaign.
- Let’s talk about that shall we? Connectedness. Mobile phones are the milennials’ sigarettes. We are so much in love with our mobiles that the first pedestrian lights built in the sidewalk are starting to appear. We no longer look up. Think about it. if we don’t even pay attention anymore to the traffic signs, what does that say about the billboards – or any other marketing message? Trough the mobile device, the customer now has nearly infinite access to information and product choice anytime, anywhere, anyway. More than 80% of customers use their phone today to compare pricing, or lookup reviews while shopping a brick and mortar store. Price transparency is universal, and customers control many of the throttles regarding the messages they want to receive. Today, the customer’s path to purchase are rarely characterized by a few big, well-orchestrated moments. Instead, more but smaller interactions coalesce to determine success. In this new era, what happens in the now—in what Google refers to as micro moments —is often becoming more important than the cumulative effect of our best-laid and elaborate marketing plans. Knowing that 1/3 of all mobile time is spent in messaging apps
- Knowing that 1/3 of all mobile time is spent in messaging apps t’ no surprise that Facebook recently announced AI Bots on their messenger platform – meaning businesses can now build deeper automated but personalized interactions with their customers on Messenger in a way that is contextual and convenient.
- And we are not only connected trough our addictive mobile device, but more and more trough the internet of things. But just that makes that customer less available for any other type of communication that either does not give instant gratification or is misplaced in place and time. It’s making it even thougher to be relevant as a marketer. We need to ask ourselves, how do you cut trough the noise of big data? The Samsung connected smart fridge is just one of the many examples taps into the momentum of the internet of things, and disrupts conventional business models – in this case in retail. Samsung and Amazon have worked out a subsidized business model, where you get the fridge for free and the revenue model is based on the stuff you buy. It’s comparable to the subsidized models we have seen already in mobile telecommunication. This puts marketing organisations on it’s head. It’s no longer matter of having a digital marketing team, or teams focused on tactical channels such as social media. Think from now on about the Fridge marketing team as a new marketing discipline. These innovations allow brands to convert transactional customers into long term loyal buyers, since the connected fridge will provide valuable insights into when you buy what. It will allow to personalize any messaging you do with this customer.
- Which brings me to personalization. Probably most of us are aware personalized promotional emails have 29% higher unique open rate. And yes, that’s important. But that’s not the point here. The point is, more and more we get conditioned, by the contextual features for example iOs brought us recently, or for example Waze. Based on context (where I am), data (my calender has a meeting the other side of town in half an hour) and additional information such as traffic jams that occur along the traject – Waze will notify me when to leave in order to be on time. Apps like ‘if this than that’ put all of this on steroids – connecting apps and devices together – so that when I’m leaving on time my work mileage gets automatically tracked in my google xls sheet, my nest thermostat kicks in, and the lights from my Philips Hue go on back home… This conditions us and our customers – we are starting to get lazy as a society – and it’s a good thing. We are more and more assuming our suppliers know us better than we do, and no longer accept irrelevant messages in time and space. This means customers will only pay attention to less intrusive, most relevant messages that are convinient to them. What is our purpose as a marketer? In the end it’ all about how we as marketers can create buyer journeys that stick. That are easy. If you combine connectedness, hyperpersonalisation and instant, you get to convience. Convinience brings it all together. It’s about being where you need to be, at the right time, trough the right device, trough the proper channel in the right context. A great example how Amazon has turned this paradigm into an opportunity is with the Dash buttons that allows you to order your washing liquid by the touch of a button. It’s about being where you need to be, at the right time, trough the right device, trough the proper channel in the right context. A great example how Amazon has turned this paradigm into an opportunity is with the Dash buttons that allows you to order your washing liquid by the touch of a button.
- Which brings me to personalization. Probably most of us are aware personalized promotional emails have 29% higher unique open rate. And yes, that’s important. But that’s not the point here. The point is, more and more we get conditioned, by the contextual features for example iOs brought us recently, or for example Waze. Based on context (where I am), data (my calender has a meeting the other side of town in half an hour) and additional information such as traffic jams that occur along the traject – Waze will notify me when to leave in order to be on time. Apps like ‘if this than that’ put all of this on steroids – connecting apps and devices together – so that when I’m leaving on time my work mileage gets automatically tracked in my google xls sheet, my nest thermostat kicks in, and the lights from my Philips Hue go on back home… This conditions us and our customers – we are starting to get lazy as a society – and it’s a good thing. We are more and more assuming our suppliers know us better than we do, and no longer accept irrelevant messages in time and space. This means customers will only pay attention to less intrusive, most relevant messages that are convinient to them. What is our purpose as a marketer? In the end it’ all about how we as marketers can create buyer journeys that stick. That are easy. If you combine connectedness, hyperpersonalisation and instant, you get to convience. Convinience brings it all together. It’s about being where you need to be, at the right time, trough the right device, trough the proper channel in the right context. A great example how Amazon has turned this paradigm into an opportunity is with the Dash buttons that allows you to order your washing liquid by the touch of a button. It’s about being where you need to be, at the right time, trough the right device, trough the proper channel in the right context. A great example how Amazon has turned this paradigm into an opportunity is with the Dash buttons that allows you to order your washing liquid by the touch of a button.
- • Data from 40 million smartphones • Atmospheric information from 50,000 flights per day • A network of over 140,000 weather stations The Weather Company can deliver at scale up to 26 billion individual forecasts per day. Insurars use this information to create convinience to their customers. Warn before a storm is coming to for example put the car in the garage. Win for the customer, win for the insurar.
- What is our purpose as a marketer? In the end it’ all about how we as marketers can create buyer journeys that stick. That are easy. If you combine connectedness, hyperpersonalisation and instant, you get to convience. Convinience brings it all together. It’s about being where you need to be, at the right time, trough the right device, trough the proper channel in the right context. A great example how Amazon has turned this paradigm into an opportunity is with the Dash buttons that allows you to order your washing liquid by the touch of a button.
- As is Appiness, closer to home (Aalst) , Appiness lets you order the product that’s currently broadcasting on your television. Viewers kan buy with one tap what they currently see on the screen. It recognizes opbjects and by clicking the red button you can go directly to the linked webshops or add it to a whish list.
- What the U.S. election and Brexit have to do with Marketing… Power of media is fading http://www.forbes.com/sites/williamarruda/2016/08/07/donald-trump-vs-hillary-clinton-the-social-media-report/#585caca14f0b The total number of Google results returned when I typed in “Donald Trump” were 228 million. I received 145 million when I did the same for “Hillary Clinton.” Interesting, but what really matters is what the top three search results are, because the first three spots in a Google search garner the most clicks. (“Roughly 60% of search engine visits go the top three results,” according to Business2Community.) http://www.bloomberg.com/politics/graphics/2016-presidential-campaign-fundraising/ Budget Trump = 385 million$, Clinton = 713 million$
- What the U.S. election and Brexit have to do with Marketing… Power of media is fading The loyal contomer is dead Data does not say it all We seem to be living in a world where acting upon what you know about your audience does not guarantee you a good outcome. Just look Some say the goal of marketing is delivering the right message at the right time through the right channel and device, however today that's no longer enough. Today it's more important to listen. Life is more simple actually…Companies and brands need to do only one thing nowadays, and one thing only: put the customer in the center of all they do, empathize and fully understand the customer. This means more listening rather than sending. And when it comes to listening, surveys and NPS are no longer enough. Behavior tells us much more than explicit feedback.
- What the U.S. election and Brexit have to do with Marketing… Power of media is fading The loyal customer is dead Data does not say it all We seem to be living in a world where acting upon what you know about your audience does not guarantee you a good outcome. Just look Some say the goal of marketing is delivering the right message at the right time through the right channel and device, however today that's no longer enough. Today it's more important to listen. Life is more simple actually…Companies and brands need to do only one thing nowadays, and one thing only: put the customer in the center of all they do, empathize and fully understand the customer. This means more listening rather than sending. And when it comes to listening, surveys and NPS are no longer enough. Behavior tells us much more than explicit feedback. NEXT SLIDE: Fré – so far: Rise of the Customer, behaviour that dicates new marketing, Trump & Marketing. Now Fré will walk trough some examples in history that will show what would happen if yo don’t adapt to the new reality.
- Fré from here
- Nokia: Lack of value proposition Nokia was, at its heart, a hardware company rather than a software company—that is, its engineers were expert at building physical devices, but not the programs that make those devices work. In the end, the company profoundly underestimated the importance of software, including the apps that run on smartphones, to the experience of using a phone. underestimated how important the transition to smartphones would be. classic case of a company being enthralled (and, in a way, imprisoned) by its past success. Diverting a lot of resources into a high-end, low-volume business (which is what the touch-screen smartphone business was in 2007) would have looked risky. Nokia overestimated the strength of its brand, and believed that even if it was late to the smartphone game it would be able to catch up quickly. Long after the iPhone’s release, in fact, Nokia continued to insist that its superior hardware designs would win over users. The high-tech era has taught people to expect constant innovation; when companies fall behind, consumers are quick to punish them. Kodak: Kodak did not fail because it missed the digital age. It actually invented the first digital camera in 1975. instead of marketing the new technology, the company held back for fear of hurting its lucrative film business, even after digital products were reshaping the market. Kodak thought that its new digital technology would cannibalize its film business. Sony and Canon saw an opening and charged ahead with their digital cameras. When Kodak decided to get in the game it was too late. The essence of marketing is asking first, “what business are we in?” and not “how do we sell more products?” Smart marketing is about providing a company’s customer base value satisfaction.
- Question: What do all these companies have in common? They completely disrupted the market, the way of doing business…
- Question: What do all these companies have in common? They completely disrupted the market, the way of doing business…
- Peter Hinssen: With the digitalization of our economy, the outside world became a network. Organizations will have to learn to behave like networks as well. What UBER has done is nothing spectacular, they just leverages existing assets and networked them together: The existing infrastructure of cars The existing infrastructure of Google Maps The existing infrastructure of smartphones Result: agility, speed, user traction and revenue GAFA: Google, Amazon, Facebook and Alibaba They are all powerful networks They believe in: Meritocracy Sharing information Equality The more they share in the network the more they become valuable, the more they are able to disrupt Silicon Valley used to be the high tech capital (HP, Google and HP) of the world but it is now becoming the industry disruption capital of the world Tesla is disrupting mobility Youtube is disrupting the television industry Paypal is disrupting the finance industry Air BnB (180 000 beds in their supply every night) the world of hospitality and their IT department counts 3 people only
- Bubble: not only If this than that, not only algoritms: think netflix, facebook, etc. We only take what’s served to us.
- Next slide: practical examples Fré: Amazon & Cool blue
- FREDERIK ASK QUESTION: what do these brand have in common with each other? They started out as a pure online player, disrupted the local market and are now opening bricks-and-mortar stores DIGITAL MARKETING IS DEAD, THERE IS ONLY MARKETING IN A DIGITAL WORLD
- Why? Extra convenience for their clients deliver and return service Extra service for their clients could get human advise on a product Higher bargaining power when negotiating deals with suppliers showrooming Integrate online and offline shopping experience for its consumers in addition to creating a strong brand image DIGITAL MARKETING IS DEAD, THERE IS ONLY MARKETING IN A DIGITAL WORLD By launching its online bookstore, Amazon completely disrupted the book market and meant the death of many physical book stores who couldn’t compete with The convenience of ordering books online An assortment that is way larger (lower prices?) Now Amazon has almost completely conquered that market, its opens its own book stores. In the store, the have no price tags on the shelfs. You have to put your smartphone in fornt of the product, scan it and than you get the price and additional offers, depending on your shop and search behavior online. (http://www.wnyc.org/story/amazon-bookstores-why/) Amazon as well as Coolblue see a large increase in their online sales in a perimeter around the store Even if shoppers don't enter the store, just seeing the store is a reminder that Amazon could be the solution to holiday shopping problems. What is displayed in a store will be sold way more easily, even online. !!! BUT the physical stores that online retailers open are fundamentally different from the physical stores of a traditional offline player retail space is being reimagined as something different, such as a gallery, museum, clubhouse or events space. This trend is being driven by a desire to tap into the rise of the experience economy: people choosing to buy experiences over products!!! (https://www.theguardian.com/media-network/2016/jul/07/bricks-and-mortar-ecommerce-retail-digital)
- Technology, particularly the Internet, has given customers more power. They can search the Internet to arm themselves with information about the products and services they want to buy long before they enter a retail store or call a B2B salesperson. This tectonic shift has made customer-centricity an imperative for marketers. Source: https://business.linkedin.com/marketing-solutions/blog/content-marketing-thought-leaders/2015/5-examples-of-how-technology-is-changing-marketing-in-unexpected
- Source: http://blog.capterra.com/whats-difference-between-crm-and-marketing-automation-software/ INBOUND: You PULL the customer towards your company when they are ready to buy (=when they are actively searching for products and services) OUTBOUND: You PUSH your product/service offerings to people who are not ready to buy (=when they are not YET ready to buy (bad timing) or simply don’t want what you’re selling) More traditional media (TV, radio, billboards (but can be online bannering/ads as well!)
- SEO leads have a 14,6% close rate, outbound leads 1,7%
- Help, not sell!
- Next Slide: even to create Personae you have technology to help you out and automate this…
- Example Social Karma profiler: persona development with Social karma http://social-karma.eu/profiler/
- THE TACTICS OF THE PAST DO NOT APPLY ANYMORE. So what does work? Where do we start this journey of engagement marketing? As said, we will need 5 principles of engagement marketing as a new play in order to differentiate ourselves with excellent customer experiences, and to tap into the opportunity we just saw. But we will also need technology to help with that. And Marketing automation is an important technology that can help you in delivering on your goal. Why marketing automation? Because MA will help you get out of the status quo of playing catch up with your customer. NEXT SLIDE: Practical demo on how Marketing Automation works.
- Visitor tracking of anonymous on THoM website
- Marketing Automation results in a drastic change for a conventional marketing department marketers need to be marketing savy. Marketing managers need to invest time and money in educating their people about these new technologies
- You are a team of Marketing Consulttants from THoM at Douwe Egberts. The CEO just approached you, he just noticed a major competitor has launched a conneced coffee machines and wants to put you on a mission to find out: What benefit would this bring the consumer and how would it work? How would this benefit Douwe Egberts?
- • Data from 40 million smartphones • Atmospheric information from 50,000 flights per day • A network of over 140,000 weather stations Insurars use this information to create convinience to their customers. Warn before a storm is coming to for example put the car in the garage. Win for the customer, win for the insurar.
- The House of Marketing works for a wide variety of md to large clients… and that makes that no two assignments are the same at The House of Marketing
- Foto of ski
- TOPIC POV: A famous brewing company is trying to retain its market share in a highly competitive and saturated market. Due to these challenging market conditions, the CEO hired you as a marketing consultant from The House of Marketing to come up with a new LT-marketing strategy to retain (and preferably increase) market share.