undisrupted making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive...
TRANSCRIPT
![Page 1: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/1.jpg)
![Page 2: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/2.jpg)
UNDISRUPTED
Making sense
of disruptive
marketing
Alessandro Perta
Digital Business Strategy, Creativity & Innovation
![Page 3: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/3.jpg)
UNDISRUPTEDMaking sense of
Disruptive Marketing
https://alessandroperta.com
![Page 4: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/4.jpg)
“Disruptors don’t have to discover something new.They just have to discover a practicaluse for new discoveries.
Jay SamitIndependent Vice Chairman of Deloitte
![Page 5: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/5.jpg)
Unless it’s practical,
DISRUPTION SERVESNO PURPOSE
![Page 6: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/6.jpg)
VRVIRTUAL REALITY
3DTELEVISION
![Page 7: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/7.jpg)
![Page 8: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/8.jpg)
![Page 9: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/9.jpg)
![Page 10: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/10.jpg)
VR - INTEREST OVER TIME
Source: http://bit.ly/vr201809
![Page 11: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/11.jpg)
PEOPLEDON’TCARE
(it’s your job to care)
![Page 12: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/12.jpg)
How to
CAREin a disruptive way?
![Page 13: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/13.jpg)
Fulfilling
VALUES
![Page 14: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/14.jpg)
BEHELPFUL
Talk about people’s problems
![Page 15: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/15.jpg)
![Page 16: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/16.jpg)
87%used a search engine first
(in 2016!)
Source: http://bit.ly/smartphonesearch
![Page 17: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/17.jpg)
BE SEARCHABLEcreate helpful searchable content
![Page 18: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/18.jpg)
“Content is king but context is the kingdom.
Gary VaynerchuckCEO VaynerX, Entrepreneur, Investor
![Page 19: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/19.jpg)
THIS IS THE CONTEXT(whether you like it or not)
![Page 20: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/20.jpg)
96%searched on their phone
(in 2016!)
Source: http://bit.ly/smartphonesearch
![Page 21: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/21.jpg)
BE MOBILEnot just mobile “friendly”
![Page 22: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/22.jpg)
135 minsspent daily on social
Source: http://bit.ly/socialtime2017
![Page 23: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/23.jpg)
BE SOCIALmeet people where they are
![Page 24: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/24.jpg)
YOUR BRANDIS
EXPOSED
![Page 25: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/25.jpg)
Brands are not the
TRUSTEDSOURCE
anymore
![Page 26: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/26.jpg)
Say things how they are
BETRUTHFUL
![Page 27: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/27.jpg)
![Page 28: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/28.jpg)
![Page 29: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/29.jpg)
How to use disruptive marketing tools in a
HELPFULand
TRUTHFULway?
![Page 30: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/30.jpg)
I guess we need to…So we could...
![Page 31: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/31.jpg)
“Summer is over.Time to put your clothes back on for back to school.
A spammy and greedy brand
![Page 32: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/32.jpg)
WEBSITEYOUTUBE
![Page 33: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/33.jpg)
DON’T JUDGE
what’s happening
DON’TGUESS
what’s coming
EMBRACENOW
![Page 34: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/34.jpg)
SEARCHABLEMOBILESOCIALTRUTHFUL
BE
![Page 35: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/35.jpg)
DON’T FOCUS ON DISRUPTIVE MARKETING TOOLS.
FOCUS ON DISRUPTIVE HELPFULNESS AND TRUTHFULNESS.
![Page 36: UNDISRUPTED Making sense of disruptive marketing 10 2018... · 2018-10-26 · of disruptive marketing Alessandro Perta Digital Business Strategy, Creativity & Innovation . UNDISRUPTED](https://reader034.vdocuments.net/reader034/viewer/2022042411/5f2943e5bfab284b8b7affa7/html5/thumbnails/36.jpg)
@alessandroperta
https://alessandroperta.com
UNDISRUPTED