Copernica summit 2014 crux digital_sander van der blonk
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Transcript of Copernica summit 2014 crux digital_sander van der blonk
9/19/2014
1
AGENCY OF
TOMORROW Sander van der Blonk | CRUX Copernica Summit, 2014
© CruxDigital-2014
W: www.cruxdigital.nl
T: + 31 20 2611893
generate demand
build brands
develop audiences
develop applications
3
change velocity
4
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bounded rationality
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imagining = forecasting
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3 value add
consumer states
tomorrow’s agency types
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9 10
11
Frequency
Specificity
Uncertainty
DIYS
12
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NOG STEEDS
50 x more internet users
180 x faster connections
always on (mobile)
socially connected
one/click purchasing
quantified self
enormous startup activity 20
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everyone and everything
gets connected
21
from digital marketing
to marketing in the digital age
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buyers control the
buying process far more
than vendors control the
selling process
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24
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a time when brands and
organizations are
challenged to transform
- or die
marketing cannot do
without technology
26
major impact on today’s
and tomorrow’s
marketing performance
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X X
X
X X X X
X X
X
X X
X X X X
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reaching and influencing
consumers has been complicated
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it’s challenges are magnified in
the multiscreen world
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37 38
in 2020, about 40% of
the labor force are
millennials
move fluidly
across brands and
channels
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shopping is
anywhere and
everywhere
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attention
abundance
attention
fatigue
information
scarcity
information
overload
(Sources: Sheryl Pattek, Herbert A Simon)
a wealth of information
creates a poverty of
attention
so it was so it is now and so it will probably remain
42
43
How to reach?
IBM, Fitch, Forrester, Q&A consulting, BCG, KPMG, Gartner
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mind states new organizing
principles
• FINDING
– Look for a specific brand, product, service
– Daily rituals, routine behavior, replenishment
– Make it easy, reminders, price/value reassurance
• DREAMING
– Actively looking for inspiration and new ideas
– No fully defined needs. Skip between categories
– Make it inspirational
• EXPLORING
– Category-specific purchase intent
– Few options in mind, open for alternatives
– Trial, touch, choice guidance
(Source: Fitch, KPMG, Crux)
47
move fluidly across
brands, channels and
mind states
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trick is how to best serve
mind states -not just personae
as well as triggers which
migrate them
49
= finding
(Source: Fitch)
= exploring
= dreaming
50
= finding
(Source: Fitch)
= exploring
= dreaming
51
new organizing
principles
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“…helping the companies thrive under conditions of high uncertainty and rapid change.”
(Source: BCG, February 2014)
53 54
55 56
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meaning:
in the digital age…
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Daily
routines
Task
automation
Touch point experience,
real time marketing Dreaming,
exploring
• Brand preference
• 100% process
reliability
• …
• Brand awareness
• Fast experimentation
• …
No time
to waste
Time to
spend
MINDSTATE TECHNOLOGY IMPACT
(Source: Crux)
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Daily
routines
Task
automation
Touch point experience,
real time marketing Dreaming,
exploring
• Brand preference
• 100% process
reliability
• …
• Brand awareness
• Fast experimentation
• …
No time
to waste
Time to
spend
MINDSTATE TECHNOLOGY IMPACT
(Source: Crux)
61
every trackable action creates
a data point, and every data point tells
a piece of the consumer’s journey
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• Adobe Analytics: People who visit the top
five product pages are the most likely to
buy.
• Adobe Campaign: Creates an email
program, a personalized direct mail coupon
or a mobile app experience that is built just
for that set of people.
• Adobe Target: Picks up the segmentation
and runs A/B tests to determine just the
right offers and just the right language.
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the marketing industry is moving
too fast to internalize everything
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CMO’s are generally more
satisfied with marketing areas
managed by external resources
than with their own people
(Source: Accenture Turbulence for the CMO study, 2013)
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underlying frustration when it
comes to agency contributions
to business value creation
(Source: CMO council)
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aggressive growth goals (>20%)
but only 5% of organizations
have aggressive budgets (>20%)
(Source: PR 20/20 research)
70
brand development, paid search, SEO,
social media advertising, e-mail
marketing, web analytics, display and
video advertising, marketing analytics,
marketing automation, content
marketing,…
71
Frequency
Specificity
Uncertainty
DIYS+Agency or freelance
72
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nimble, open, collaborative,
tech-savvy, meaningful metrics
Infrastructure & Operations
Data & (Predictive) Analytics
Content
Engagement
(Source: Gartner, Crux)
Data analysts
Data scientists
Campaign
analysts Campaign
managers
Channel
managers
Visual
storyteller
Chief
Content
Officer
Corporate
journalist
API-
developer
Growth
hacker
Community
manager
Chief
Customer
Officer
Bayesian strategist
Campaign
optimizer
MarketingTechnology
Sourcing manager
Chief Privacy Manager
Digital recruiter
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will tech kill (digital) agencies?
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more and more agencies form
around technology and/or
become certified vendors &
applicators
nearly 20% of companies adopting
marketing automation boost revenue 75% or more
(Source: VentureBeat, July 2014) 78
Frequency
Specificity
Uncertainty
Marketplace
79
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81 82
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85 86
New processes, data (quality) and technology infrastructure
to allow for holistic, personalized customer experience
Task automation & service (re)design
Replace first generation e-Commerce/CMS/CRM, including API’s,
to allow for real-time, personalized customer experience
New, ‘Internet of things’, mobile and social influence products
and new business models
1
2
3
4
(Source: Crux)
87
Frequency
Specificity
Uncertainty
DIYS+New agencies
88
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90
connecting with consumers
across 7 or 8 screens in a single
day could be the new normal
92
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consumers may not be asking
for more personalized, relevant
experiences-they will expect
them to be there
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obsessive customer centricity
+
holistic data
+
advanced martech
execution in 4 states
=
planned
+
experimental (fully agile)
“The traditional agency
business is toast
because the entire
media universe is in
chaos and the agency
business does not
adapt to micro”
(Bob Garfield, Mediapost, 30 July 2014)
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exit full-service: no one
vendor is able to provide all
the services customers need
Hosting&Cloud
providers
Mobile/Web
agencies
Marketing Automation
Service providers
(Source: Crux)
Business Process
Outsourcing providers Specialty
agencies
Specialty
agencies
Specialty
agencies
Specialty
agencies
98
Service brokers,
integrators
agency
martech
(tools)
google,
others
independent
worker
startups
99 (Image credit: R. Scoble)