havas at kiosked - internet week nyc may 2016
TRANSCRIPT
6 X 6 LENSES ON INNOVATION AND MARKETINGSAMI VIITAMAKI, HAVAS WORLDWIDE NYC
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Win a Prize!
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The Question:
How much data do YOU consume Per Day?
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3.6 Zettabytes
Nationally
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11.2 Terabytes
Per Citizen
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information meaning
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What does this mean?
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What does this mean? • Artificial Intelligence
• Immortality
• Aliens16
What does this mean for my business?
The Fourth Revolution
• Agricultural Age
• Industrial Age
• Information Age
• Experience Age18
“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.”
- Peter Drucker
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Innovation =Generate value for your audience
Marketing =Capture your audience and its value
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MarketingInnovation
6 Innovation Lenses
SixInnovation Lenses
• Education• Optimization• Empowerment• Connection• Expression• Entertainment
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SixInnovation Lenses
•Education• Optimization• Empowerment• Connection• Expression• Entertainment
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SixInnovation Lenses
• Education
•Optimization• Empowerment• Connection• Expression• Entertainment
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SixInnovation Lenses
• Education• Optimization
•Empowerment• Connection• Expression• Entertainment
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SixInnovation Lenses
• Education• Optimization• Empowerment
•Connection• Expression• Entertainment
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SixInnovation Lenses
• Education• Optimization• Empowerment• Connection
•Expression• Entertainment
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SixInnovation Lenses
• Education• Optimization• Empowerment• Connection• Expression
•Entertainment36
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6 Marketing Lenses
SixMarketing Lenses
• Culture• Relationships• Reflexes• Context• Immersion• Function
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SixMarketing Lenses
•Culture• Relationships• Reflexes• Context• Immersion• Function
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SixMarketing Lenses
• Culture
•Relationships• Reflexes• Context• Immersion• Function
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SixMarketing Lenses
• Culture• Relationships
•Reflexes• Context• Immersion• Function
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#breaking
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SixMarketing Lenses
• Culture• Relationships• Reflexes
•Context• Immersion• Function
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SixMarketing Lenses
• Culture• Relationships• Reflexes• Context
• Immersion• Function
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SixMarketing Lenses
• Culture• Relationships• Reflexes• Context• Immersion
•Function59
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Not Innovation OR Marketing
But Innovation AND Marketing
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6 x 6 Lenses
Utility DelightEducation Optimization Empowerment EntertainmentExpressionConnection
6 x 6 Lenses
Utility DelightEducation Optimization Empowerment EntertainmentExpressionConnection
People
Technology
Function
Immersion
Context
Culture
Relationships
Reflexes
“All models are wrong, but some are useful.”
– George E.P. Box
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information meaning
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