9/19/2014

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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

5

imagining = forecasting

6

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

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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

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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

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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)

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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

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= 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)

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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)

58

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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

62

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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

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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

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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)