Transforming Business

@ the intersection of

Marketing & Technology

By Mayur Gupta@inspiremartech

My Daughter

Online Shopper Age 3 Years

Montessori School

Favorite Gadget – iPhone

Favorite Mobile App - Gilt

Our world today

@courtesy Scott Brinker; chiefmartec.com

We don’t believe in digital marketing.We believe in marketing in a digital world

Clive Sirkin, CMO of Kimberly Clark

And this world is exploding with disruption

D I S R U P T O R S

@courtesy www.vml.com

“You miss 100% of shots you don’t take”

-Wayne Gretzky

@courtesy www.vml.com

New way to diagnose human body using smart phone

The new wearable technology now in CLOTHING lines

Online; Offline – difference?

“Sun Dial” QR Code – Redefine Experience

13

Unprecedented scale of change.

@courtesy Scott Brinker; chiefmartec.com

14

Unprecedented speed of change.

@courtesy Scott Brinker; chiefmartec.com

The consumer is right at the center of it all

CONSUMER RETAILERS

BRANDS

Era of the Brands &

Advertisers

CONSUMER BRANDS

RETAILERS

BRANDS RETAILERS

CONSUMER

TODAY - Era of theConnected Consumer

Era of theRetail Disruption

So, What Really Happened

The bar has been removed!!!

What does all this mean for the brands & marketers

technology changes

exponentially

organizations change logarithmically

technology management is deciding which changes are

adopted

?

?

@courtesy Scott Brinker; chiefmartec.com

#1

#2

An unwired fragmented

ecosystem

#3Organizational silos & fragmented operating model

Finance

Sales

MediaeCommerce

Coupons & Loyalty

Mobile

Marketing

Technology

“The problem is that too many companies are essentially showing their organizational chart to consumers”

Bob Lord & Ray Velez, Razorfish—

Well great, now how do we fix it?

drive C O N V E R G E N C E

wiring = data + API + cloud

#1Convergence in data & technology ecosystem

connected experiences

technology consolidation

marketing operating system

#2 Convergence in skills

technology creative strategy marketing

media finance

?

#3 Organizational Convergence

Marketing Technology

#3 Organizational Convergence

Marketing Technology

NOT ENOUGH ANYMORETHE FAMOUS GARTNER QUOTE

#3 Organizational Convergence

Marketing Technology

Sales

Strategy

Media

Finance

#3 Organizational Convergence

Marketing Technology

Sales

Strategy

Media

Finance

this is where the consumer touches the brand

Easier said than done;but then again, WHO said Marketing was easy

Reach me at: Email: mayur.gupta@kcc.com

Twitter: @inspiremartech

Blog: inspiremartech.com

Thank You

Mayur Gupta

Global Head, Marketing Technology @ Kimberly Clark

www.kcc.com