the future of innovative marketing - carole lamarque
TRANSCRIPT
Carole Lamarque
THE FUTURE OF INNOVATIVE
MARKETING
CAN DO TEAM
OUR MISSION
This is the biggest shift since the industrial revolution
Carole Lamarque
THE NEW STACKTECHNOLOGY
Responsive HousesResponsive Houses
Cognitive RobotsCognitive Robots
Autonomous MobilityAutonomous Mobility
Diagnostic WearablesDiagnostic Wearables
Virtual & Augmented RealityVirtual & Augmented Reality
Retro Tech & Back to the FutureRetro Tech & Back to the Future
Digital TransformationDigital Transformation
THE SPEED OF CHANGEANALOG
DIGITAL
INTERNET
SOCIAL
MOBILE
2016 2020
FROM… …TO
THE BUSINESSDIGITAL
IN THE COREDIGITAL AT
THE SIDELINES
We won’t experience 100 years of progress in the 21st
century – it will be more like 20,000 years of progress (at today’s rate) RAY KURZWEIL
The hot new job in Silicon Valley is being a robot’s assistant
65% of the jobs today won’t exist in 2020
Saskia Van Uffelen, CEO Erikson
Digital is the main reason just over half of the companies on the Fortune 500 have disappeared since the year 2000
Pierre NantermeCEO Accenture
WAVES OF DISRUPTION
1995+ 2010+ 2015+ 2020+MusicPhotographyVideo Rental
Print MediaTVTravelHR
RetailHealthcareAutomotiveEducationTelco / FoodFMCCBanking/Insurance
Alll save havens will be subject to digital disruption
EVERYONE HAS A PLAN TILL THEY GET PUNCHED IN THE FACE MIKE TYSON
I skipped 50 slides aboutUber, Airbnb, Tesla, …
In 2015 we asked 5000 B2B and B2C marketers a big question:
“What is the biggest problem marketers face?”
They said:
“To keep up with trends to drive more higher quality leads”
Carole Lamarque
HOW DOES THECONSUMER GETS AFFECTED
PATH TO PURPOSE Consumers have more choice than ever. As a brand you must support them in their passions and purposes. Terms as loyalty and trust are essential in their quest for self-enrichment.
- Google Think, Path to Purpose
ACTIVE DISCOVERYDiscovery is extremely powerful for marketers to understand because it allows us to fulfil a desired purpose of the consumer. Consider how much we like to discover.
TOP 7 SITE ARE: 1. Google 2. Facebook3. YouTube4. Baidu5. Yahoo6. Amazon7. Wikipedia- Alexa research 2015
PASSIVE DISCOVERY Passive discovery is the secondary action of search. It’s the reason we “surf” in the first place. We are passively seeking an experience, and trust the things we find on our own. Discovering something new is our purpose.
- Alexa research 2015
SELF DISCOVERY = TRUST The modern consumers build trust in a new way. They have found the value of the instant access of the internet and placed a high value on self discovery. THEY EVEN BLOCK YOUR ADS!Learn how to help aid in their discovery and you will gain their trust.
HEURISTIC BEHAVIORSheu·ris·tic: Enabling a person to discover or learn something for themselves.
A consumer can determine if there is value in a web experience with in 1/20 of a second. If it is not valuable then they leave. On average a person only stays on 1,7 pages of a website.
- Cliff Seal 2015
INFINITE NOISEYankelovich, a market research firm, estimates a consumer sees 5000 ads per day, not including social media content.
By 2020 there will be 7 connected devices for every person on earth. Each device can create, and filter the noise using algorithms. If we don’t give our mass media a strong personal twist, we can’t reach consumers anymore.
- Gartner Research 2015
AD BLOCKING 27% of Belgian consumers use ad blocking software. In the US this is 18%. It is also estimated this number will double in 2016.Globally there are 185 million global users of ad blocking software.
- Pagefair and Adobe, 2015
Carole Lamarque
MICRO MOMENTS
MICRO MOMENTSThese are critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends. There are 3 critical aspects of micro-moments for mobile shoppers.
Google Think, Micro Moments
Carole Lamarque
THE NEW CORPORATE PATH
LEADERS VS LAGGARDSCompanies excelling at customer experience outperform the S&P index by 30%, and customer experience laggards by 65%. It must be looked at as a product you produce.
- Watermark Consulting
CXI LEADERS43,0%
S&P 500 INDEX14,5%
CXI LAGGARDS-33,9%
CumulativeTotal Return
50%
40%
30%
20%
10%
0%
-10%
-20%
-30%
-40%
Carole Lamarque
KEY RULES OF CONTENT
WHAT IS GREAT CONTENT?
Authenticity
Modulate
Senses
Real Beauty
Speed
Personal
1 2 3 4 5 6
1
Authencity
Never before has the human race been better at spotting a fake. “The viewer’s eye has become a lot more sophisticated,” and what it wants above all is something real.
Getty Images Director of Visual Trends, Pam Grossman,
AUTHENCITY
94%
Articles that contain images get 94% more views than articles without
Users clicking on photos of real life people are twice as likely to convert to a sale.
Tangible proof that real rules according to the Wall Street Journal, Olapic co-founder Jose de Cabo discovered that…
That’s something any marketer can get on board with.
2X
AUTHENCITY
Modulate1 2
MODULATE YOUR STORYELITE ATHLETE
ELITE ATHLETE
ELITE ATHLETE
ELITE ATHLETE
ELITE ATHLETE
STORY
EVERYATHLETE
EVERYATHLETE
EVERYATHLETE
EVERYATHLETE
NIKE CASE
Senses1 2 3
SQUARESPACE & JEFF BRIDGES
Real Beauty1 2 3 4
OVERLOAD CAN OVERCOME BYREAL BEAUTYOur culture has succumbed to information overload, but our senses still yearn to be stimulated.
What happens to real meaning in an age of digital excess? Technology has developed around us at such a break-neck pace that few have had a chance to catch their breath. We want what’s real or at least, what feels real.
Speed1 2 3 4 5
Speed, agility and topicality will be key to overcoming info overload
SPEED, AGILITY, IN THE MOMENTOVERLOAD CAN OVERCOME BY
Personal1 2 3 4 5 6
PERSONALSeeing a part of yourself or something familiar ina visual is the first step toward evoking emotion,which is the first drive of behavioral change.
OVERLOAD CAN OVERCOME BY
VEDETT
TOMORROWLAND
Carole Lamarque
STORY TELLING DOING!
CONSUMER REVIEWS People will google everything when they’re about to buy a new product. Brands must be consistent on every channel, like review blogs.
If you lie about quality or service, they will find out and it will cost way more money than you spend on convincing them.
IT TAKES
12POSITIVE EXPERIENCES
TO MAKE UP FOR ONEUNRESOLVED BAD EXPERIENCE
- “Understanding Customers” by Ruby Newell-Legner
LESS SPENT ON PAID MEDIAMEDIA SPENT AS % OF ANNUAL REVENUE
Storytelling companies spend nearly 3x more on media as a percent of revenue than Storydoing companies
4,0%
1,4%
3,4%
2,8% 2,9% 2,7%
1,1%1,0%
1,2%1,0%
2011201020092007 2008
MORE SOCIAL AWARENESSNUMBER OF SOCIAL MEDIA MENTIONS 2008-2011 (MILLIONS)
Storydoing companies are mentioned much more in social media conversations
44%
0,3%
9,9%
27,6%
1,9%2,2%
2011201020092008
STORYTELLING
STORYDOING
2,8%0,8%
BETTER FINANCIAL PERFORMANCE
REVENUE GROWTH RATE(2007-2011)
0%
2%
4%
6%
8%
10%
12%
Storytelling
Storydoing
OPERATING INCOME GROWTH RATE(2007-2011)
0%
2%
4%
6%
8%
10%
12%
Storytelling
Storydoing
14%
16%
18%
Storydoing companies outperform storytelling companies in toppling sales…
And in finding better ways to reduce costs and optimize assets1 2
HIGHER VALUATIONSSTOCK PRICE CAGR (2007-2011)
Storydoing stock price growth demonstrates the value created trough their actions
-6%
-4%
-2%
0%
2%
4%
6%
Storytelling
Storydoing
Carole Lamarque
INFLUENCER MARKETINGCAN BE THE SOLUTION
WHY DOES THIS MATTER TO YOU?Word-of-mouth recommendations are the primary factor behind 20-50% of ALL purchasing decisions– McKinsey
+20%
WHY DOES THIS MATTER TO YOU?73% of Millennials feel it’s their responsibility to help their friends and family makes smart purchase decisions
– Fleischman-Hillard and Hearst Magazine
+73%
WHY DOES THIS MATTER TO YOU?Brand advocates are 70% more likely to be seen as a good source of information by people around them
– MarketingCharts
70%
WHY DOES THIS MATTER TO YOU?90% of advocates write something positive about their purchase experience
– McKinsey
90%
WHY DOES THIS MATTER TO YOU?NEGATIVE MESSAGES CAN REDUCE MARKET SHARE BY 20%
In the mobile-phone market they observed that the pass-on rates for key positive and negative messages can increase a company’s market share by as much as 10% or reduce it by 20% over a two-year period, all other things being equal.
– McKinsey
-20%
WHY DOES THIS MATTER TO YOU?12% increase in brand advocacy on average generates a 2X increase in revenue
– Harvard Business School Press
+12%
START DOING IT!ONLY 20% DO IT TODAY!
Only 20% of brands are using advocate and referral programs in their marketing
– MarketingCharts
+20%
Carole Lamarque
CHALLENGES OF THE CMO
The CMO will have the largest IT budget in organizations by 2017.
Gartner Research 2014
VUCA WORLDCOMPLEXITY VOLATILITY
AMBIGUITY UNCERTAINTY
Multiple key decisions factors
Rate of change
Lack of clarity about meaning of an event
Unclear about the present
How much do you know about the situation
Ho
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ell
can
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u p
red
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the
ou
tco
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of
you
r ac
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Gives you an overview of the link between how well you can predict the results of your actions and how much you know about certain situations.
VUCA world is a term which describes where people and organisations find themselves at this very moment.
SYSTEMS ARCHITECT The increasing technology enables marketing to connect the systems creating seamless experiences. Marketers need to be or have true innovative architects to connect and collect data to build contextual cross channel experiences.
ATTRACT DIGITAL TALENT RIGHT NOW
Start measuring digital expertiseevery new job interview you organise.
Whatever the vacancy is about
BEST IN CLASS10 Luxury Brands go Head to Head
The luxury industry is one of the most competitive in the world, and social media is the newest battleground to develop loyalty
and brand heritage.
QUALITY OVER QUANTITY
The most important element for luxury brands on social media seems to be their storytelling abilities when it comes to their products and brand heritage, rather than the number of social media posts.
The future belongs to those who understand what is possible and use modern media to build trusted relationships and valued experiences. Advertising alone will not get us there!
CONCLUSION
THANK YOU
