autobots, decepticons and marketing in the new world order

COPYRIGHT © 2015 DISRUPTOR’S HANDBOOK

AUTOBOTS, DECEPTICONS

TECHNOLOGY AND MARKETING IN THE NEW

WORLD ORDER

Gavin Heaton

DisruptorsHandbook.com


WHERE TO FIND ME: @servantofchaos

au.linkedin.com/in/servantofchaos

[email protected]

Blog: servantofchaos.com

Innovation: disruptorshandbook.com


http://futureofmarketing.eiu.com/

https://econsultancy.com/reports/state-of-digital-marketing-in-australia-and-new-zealand/


A truck that turns into a robot is not so

far fetched


#platforming


Platforms create multiple points of

value


Social Delivers

connection

Cloud Delivers service

Mobile Delivers location

Analytics Delivers awareness


Note: #platforming is not

#planking


Rise of #XAAS


More hashtags #IoT


Every device creates data and that

data can tell a story


Where he works

How he gets there

Who he talks to, travels with, texts

and calls


#creepyline


With #BigData, don’t cross the

#creepyline

http://creepyline.com/

Lessons for marketers?


Every minute on

the internet http://www.fastcocreate.com/1683480/take-a-look-at-what-happens-every-single-minute-on-the-internet


We are awash with data


It’s about the

experience of the brand


Customers report they are willing to pay up to

30 percent more for a superior experience. In

fact, more than half (56 percent) of those

surveyed report paying more for a product in

the last six months because the customer

experience was better than other less

expensive options.

- avanade.com


EXPERIENCE IS THE CURRENCY OF YOUR BRAND


Digital is at the heart of our experiences

now


#NoMoPhobia

The fear of being without

your mobile phone


When can you be interrupted?


When can you be

interrupted?


Social Delivers

connection

Cloud Delivers service

Mobile Delivers location

Analytics Delivers awareness

[paid]

[earned] [owned]

Speaking different

languages


The language of tech?


In your dreams


In many organizations, business people and technologists move in

different circles. There is a yawning cultural gulf between them: they

speak different languages, report to different managers, socialize

with different people, and have different career ambitions. Neither

side trusts or particularly respects the other. Neither side

understands the pressures, deadlines and challenges the other

faces. They are at loggerheads.

-- Wayne Eckerson


[IT] [Marketing]

The Red of Technology and the Blue of

Business


Breakthrough innovation occurs when reconciling opposites.

Living at one end or the other of a philosophical or cultural

spectrum is comfortable, but not terribly interesting or instructive.

You know the answers before people ask the questions. Your

past, present, and future are hard wired and unchanging.

-- Wayne Eckerson


DEVICE

SPACE

ENGAGE

CHANNEL

PROCESS

* * * * * * * * * * * * * * * * * * * * * *

* * * * * * * * * * * * * * * * * * * * * *

* * * * * * * * * * * * * * * * * * * * * *

* * * * * * * * * * * * * * * * * * * * * *

* * * * * * * * * * * * * * * * * * * * * *

CUSTOMER EXPERIENCE MAP

TIME


1. Buying Stage

3. Behaviour by Persona

2. Content

& Analytics


http://www.smartinsights.com/

Content matrix


Audit your team across

five dimensions

Marketing foundations

Tech foundations

Content prod &

publishing Data

analytics

Social mindset


Marketing foundations


Technology foundations


Content prod & publishing


Data analytics


Social mindset


Source skills from inside

Engage external agencies

Create memorable experiences

Deep and sustainable relationships


Remember … Don’t be a robot


MARKETING IN THE NEW WORLD ORDER

Gavin Heaton [email protected]

DisruptorsHandbook.com