FollowFridays 2011 Session 3: Will you still have a job in marketing of the future?
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AdNerds hebben de reputatie de toekomst te voorspellen. Ook dit jaar doen we graag weer een poging. Maar het wordt geen pure fictie, geen fantasie. We vertrekken van concepten en oplossingen die vandaag stilaan vorm krijgen. We bekijken hun potentieel met betrekking tot marketing communicatie. De vraag die we daarbij stellen 辿n beantwoorden, is of jij als marketeer - en in dezelfde adem, wij als agency - nog een toekomst hebben in die nieuwe wereld?
FollowFridays 2011 Session 3: Will you still have a job in marketing of the future?
- 1. Will you still have a job in marketing of the future?
- 3. AdNerds The Radically Digital Division of Proximity BBDO
- 6. Will you still have a job in marketing of the future? Marketing is going to become a much more technology-driven activity Marketing is going to become a much more science-driven activity Some really plausible possibilities with technology- and science-driven marketing
- 7. Will you still have a job in marketing of the future?
- 10. Marketing is going to become a much more technology-driven activity
- 11. A sensor is a device that measures a physical quantity and converts it into a signal which can be read by an observer or by an instrument.
- 13. First Try
- 14. Second Try
- 15. Third Try
- 16. Fourth Try
- 17. Fifth Try
- 18. A phenomenon called feedback loops 1 2 Evidence Relevance The radar-equipped sign The sign also displays the legal speed 鍖ashes a cars current speed. limit to put your own speed in context. 4 3 Action Consequences Drivers slow an average of People are reminded of the downside of 14 percentusually for several miles. speeding: traf鍖c tickets, accidents, ...
- 19. Every product can have sensors from now on...
- 20. It helps solve problems that shouldnt be problems
- 21. Meet GlowCaps
- 22. Smartphones are the easiest solution to give direct feedback
- 23. On top of that: smartphones are the most widespread sensor-equipped tools sor gps sen camera r gyroscope proximity senso accelerometer moisture sensor ambient light sensor microphone
- 24. Sensor ubiquity will turn objects, locations and people into networked, interactive elements. ABI Research
- 25. Marketing is going to become a much more science-driven activity
- 26. Consumers claim to hate marketing - mostly, because they get too much unwanted marketing. Eric Goldman, Tech Law Professor, Santa Clara University
- 29. Will Social Media Be the New Nielsen for TV Ad Buyers? Source: Nielsen
- 31. 15%
- 32. Sponsored by FORD, COCA-COLA and AT&T
- 33. Sponsored by FORD, COCA-COLA and AT&T
- 34. Traditional focus groups are a Cro-Magnon form of market research. K. Pradeep, CEO of Neurofocus (owned by Nielsen Research)
- 35. Apple a鍖cionados dont just like their iPads; theyre preprogrammed to like them.
- 40. = =
- 44. Some really plausible possibilities with technology- and science-driven marketing
- 45. Your mass media will become (almost) one-to-one
- 54. Your product will start the conversation for you
- 55. The quest for lowering thresholds
- 56. The quest for lowering thresholds Bart Muskala Bart Muskala
- 57. The quest for lowering thresholds Bart Muskala Bart Muskala
- 58. New: Pepsi Smart
- 59. Pepsi, ore, gm nothin g less nothin Your sma knows ev rtphone erything about you
- 60. Pepsi, ore, gm nothin g less nothin Your sma knows ev rtphone A nearby Pepsi can erything about you triggers a noti鍖cation Pepsi Can Pepsi access your data?
- 61. Pepsi, ore, gm nothin g less nothin Your sma knows ev rtphone A nearby Pepsi can erything about you triggers a noti鍖cation Pepsi Can Pepsi access your data? Pro鍖le & sensor data are accessible for Pepsi
- 62. Loyalty programs made easy 09281631
- 63. Loyalty programs made easy 09281631
- 64. Loyalty programs made easy 09281631 10 Pepsis! Nice! Congratulations, y ou had your 10th Pep just si this week. That gives yo bonus of 100 points u a ! + 100 credits
- 65. Fully automatic member-gets-member Bonuses an Barts c One for Jan Barts place
- 66. Fully automatic member-gets-member Bonuses an Barts c One for Jan Generosity Bonus! Congratulations, because youre a generous guy for sharing your precious Pepsi cans with Jan: + 50 credits Barts place
- 67. Fully automatic member-gets-member Bonuses an Barts c One for Jan Generosity Bonus! Welcome Jan! Congratulations, because Thanks for joining our youre a generous guy for loyalty program. You just sharing your precious earned your 鍖rst points. Pepsi cans with Jan: Check out what you can do with it in our Shop. + 50 credits Barts place + 100 credits
- 68. In-store activation based on insights Local retailer
- 69. In-store activation based on insights epsi Dont forget your P your Just a q uick reminder: ost stash at home is alm oure a empty . And since y e in a r, wer good custome d: generous moo Local retailer -1 on a 6-pack
- 70. Cant go wrong co-partnerships Local retailer
- 71. Cant go wrong co-partnerships A tasty opportunity Since you like both Pepsi and Lays chips, we offer you this unique opportunity + =1 Local retailer
- 72. Note to self: dont subscribe to all About to expire. Please replace me! Tobacco use can make you impotent! Your pampers is almost empty. Time for a new one!
- 73. Your mass product will become unique and perfect
- 75. Ask your cat and it will tell you to buy Whiskas
- 78. !
- 87. happy, healthy cat less vet costs happy, loyal owner huge database with cat eating habits built-in loyalty program lots of opportunities for interaction
- 88. Will you still have HjobANSWER of the future? T a E in marketing
- 89. Two trends driving the future science driven technology driven
- 90. Marketing has changed IN OUT Source: Harvard Business Review, Embracing complexity
- 91. Marketing has changed IN OUT d more complicate Source: Harvard Business Review, Embracing complexity
- 92. Marketing has changed IN IN OUT OUT d more complicate more complex Source: Harvard Business Review, Embracing complexity
- 93. Marketing has changed IN IN IMPULS A IMPULS B OUT B OUT A OUT OUT d more complicate more complex Source: Harvard Business Review, Embracing complexity
- 94. Marketing has changed IN IN IMPULS A IMPULS B OUT B OUT A OUT OUT d more complicate more complex + - more predictable harder to be successful - + possible to automate marketeers required Source: Harvard Business Review, Embracing complexity
- 95. Just because thousands of sensors are supplying data, that doesnt mean the system is intelligent. The important thing is what you do with the data. Prof. Gerard Weikum, Director of the Max Planck Institute, Saarbr端cken
- 96. Thx!