CMO latam meeting 2014 final
77
Impact of technological trends on our society & on marke7ng Pierre-Claude BLAISE [email protected] @piclo_blaise CMO Latam October 2014
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Transcript of CMO latam meeting 2014 final
Impactoftechnologicaltrendsonoursociety&onmarke7ng
[email protected]@piclo_blaise
CMOLatamOctober2014
ThephoneIwasusingat4
Thephonemy4-yearoldkid
isusing
Sciencefic7onorreality
Bigtrends
Changesinconsumerlife
thenewmarke7ngway
8in1
Thefutureoftransporta1on
Thelargestindustrialrevolu7onever
84%
OfCEOsinLatamthinkthatTechnologicalprogress
willtransform
theirbusinessinthenext5years
PWC17thannualCEOsurvey/Latam
Butonly
43%thinkmarke1ngteamsarewellprepared
PWC17thannualCEOsurvey/Latam
&
Bigtrends
INTERNETOFEVERYWHERE
2billionuserstoday…
2billionuserstoday…
5billiontomorrow
SELFIES
HAIRCUTS
SONGS&TONGUES…
INTERNETOFEVERYBODY
25$(vs$$$foraniphone)
INTERNETOFEVERYTHING
-BIGDATA-INTERNETOFTHINGS-ADVANCEDANALITICS
24/7EverywhereNohumancostSolarenergy10-12kilograms
Changesinconsumer
life
WelcometotheCollabora1vesociety
Ecologic,cheap,risk-freetransporta7on
Connected24/7withmydoctor
GoogleXnanopar7clesdetec1ngdiseaseearly
Thenewmarke7ng
way
MARKETINGISDEAD
LONGLIVEMARKETING!
FromInforma7on…
…toInspira7on
FromInterrup7on…
…toInterac7on
FromProducts
Tomovement
FromReturnoninvestment…
ToReturnoninvolvement…
Shia#1Frompricing&promo7ons
tovalue
30to50%of
promo1onshave
noimpactonmarginorsales
• Sellingwithoutselling• Basedondata• Momentsoftruth
• Context-basedpricing• Dynamicpricing
• Moreprofitableselling
1.00$
0.50$
Improvingpromo7onefficiency&iden7fyingthesuccess/failuresfactorsbycountry,region,channel,customer,range,sku,typeofconsumers,periodoftheyear,
hourintheday…
Shia#2FromInnova7onToOut-nova7on
• Listen• Infrastructure• Externaliza1on• Startupmindset
• Trialanderror• Riskisokay• Complexityisokay
Theyaskedfor$950,000
theygot
$8.6million(30dayslater)
Shia#3FromDistribu7onToCircula7on
! Perfectaccessibility(whatever,towhomever,anywhere,24/7)
! Mobilemomentoftruth! Easytopay! Customizableexperience! Socialpurchasing! Reversedistribu1on! Convergence! Mul1channel! Customerservice2.0
Fromdistribu1ontocircula1on-examples
Starbuckssalesalready1billiondollarinoneyear
BusinessInsider
1bn$In1yearonly
DRONEDISTRIBUTION
Shia#4FromAdver7sing
ToEcosystemmanagement
1idea
1message
1media
Contagiousideas
Content&experiences
Mediaecosystem
NEWADVERTISING
Relevantcontent,notmessages…
AndasoeenaspossibleAdaptedtothe1me,place,situa1on
Withoutbeingintrusive
THENEWMEDIA:MEDIAECOSYSTEM
• OutstandingIdeas• Earned(morethanpaidandowned)
• Cocrea1on• Measurable
• Networked• Openecosytems
• Mobile
• Targe1ngisok• Convergence
Shia#5FromMarketresearchToPrescrip7veanaly7cs
! Insightoriented! Recommenda1onoriented
! Technologyenabled! Realworldreal1me! Highquality(lowcost)! Quicker! Innova1ve! In1macy! Morereliable! Storytelling
• FromPricing&Promo1ontoValue
• FromInnova1ontoOut-nova7on
• FromDistribu1ontoCircula7on
• FromAdver1singtoEcosystemmanagement
• FromMarketresearchtoPrescrip7veAnaly7cs
Shiastoexpect
Whatisthefutureof
CMO?
Digitalizedbusinessprocesses?
Transhumanism:bigdata,dangerorbenefit?
Newtechnology,newethics?
M.Gandhi
Thesecondbestmomentisnow…
Thebestmomenttoplantatreewas20yearsago…
Impactoftechnologicaltrendsonoursociety&onmarke7ng
[email protected]@piclo_blaise
CMOLatamOctober2014
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