Kepios Future Forces 2016

@ESKIMON • FUTURE FACTORS1
FUTURE FORCES
TECHNICAL INNOVATIONS THAT WILL
SHAPE THE FUTURE OF MARKETING

SIMON KEMP
@ESKIMON

FUTURE FORCES
1. DON’T SHOOT THE MESSENGER
2. ACCESS DENIED
3. MAGIC MOMENTS
4. STAYING IN CONTROL
5. AUGMENTED INTELLIGENCE

1DON’T SHOOT
THE MESSENGER

DATA IN WE ARE SOCIAL’S ONGOING DIGITAL REPORTS
REVEAL CRITICAL CHANGES IN DIGITAL BEHAVIOURS

+1% +14%
7.45 3.63
+21%
2.67
+28%
4.80
+27%
2.44
GLOBAL DIGITAL SNAPSHOT
SEP
2016 A SNAPSHOT OF THE WORLD’S KEY DIGITAL STATISTICAL INDICATORS
BILLION BILLION BILLION BILLION BILLION
URBANISATION: 54% PENETRATION: 49% PENETRATION: 36% PENETRATION: 64% PENETRATION: 33%
INTERNET
USERS
TOTAL
POPULATION
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
*SOURCE DATA CORRECTION
*
• SOURCE: WE ARE SOCIAL’S DIGITAL IN 2016 REPORT
YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH

ACTIVE SOCIAL USERS BY PLATFORM
SEP
2016 A SNAPSHOT OF THE WORLD’S KEY DIGITAL STATISTICAL INDICATORS
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
1,712
1,000
1,000
899
806
652
555
500
313
300
300
FACEBOOK
WHATSAPP
FB MESSENGER
QQ
WECHAT
QZONE
TUMBLR
INSTAGRAM
TWITTER
SKYPE
BAIDU TIEBA
• SOURCE: WE ARE SOCIAL’S DIGITAL IN 2016 REPORT

BIT.LY/DSM2016YBBIT.LY/DSM2016DI
CLICK TO DOWNLOAD WE ARE SOCIAL’S FREE REPORTS:

BUT WHAT DOES ALL
THIS DATA TELL US?

WE WILL SEE MOBILE MESSENGERS
OVERTAKE SOCIAL NETWORKS TO
BECOME THE WORLD’S MOST ACTIVE
SOCIAL MEDIA WITHIN 18 MONTHS.

WHY ARE CHAT APPS SO POPULAR?
CONVERSATIONS FLOW
MORE NORMALLY
NO ANNOYING
INTERRUPTIONS
MORE
NATURAL
FEWER
ADVERTS
LESS DEMANDING
ON DATA PLANS
CHEAPER
TO USE
NO NEED TO POST
REGULAR UPDATES
LESS
PRESSURE

BUT THIS SHIFT TO MOBILE MESSENGERS
HAS SERIOUS IMPLICATIONS FOR MARKETERS

MOBILE MESSENGERS CHANGE SOCIAL’S RULES
NO WAY FOR BRANDS TO
TRACK OR JOIN PEOPLE’S
SOCIAL DISCUSSIONS
FEW OPPORTUNITIES
FOR BRANDS TO
INSERT THEMSELVES
PRIVATE
CONVERSATIONS
HARDER TO
ADVERTISE
LIKES AND FOLLOWERS
MATTER FAR LESS THAN
ORGANIC WORD-OF-MOUTH
NEW METRICS
OF SUCCESS

CRITICALLY, A ‘BOOSTED CONTENT’ APPROACH
WON’T WORK IN A MESSENGER-CENTRIC MODEL

SO WHAT
DO WE DO?

TREAT SOCIAL MEDIA ENGAGEMENT AS
THE OUTCOME OF GREAT MARKETING,
NOT AS JUST ANOTHER VANITY METRIC
TO BE BOUGHT FROM MEDIA OWNERS.

WE NEED TO USE EVERY ELEMENT OF OUR BRANDS’
MARKETING MIX TO INSPIRE ORGANIC CONVERSATION

PRODUCTS
CUSTOMERSERVICE
POSACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT

2ACCESS
DENIED

WELL OVER HALF OF THE WORLD’S INTERNET
USERS HAVE USED AD-BLOCKING TOOLS
• SOURCE: GLOBALWEBINDEX, Q2 20-16

MOST INTERNET USERS HAVE USED AD-BLOCKERS
68%
66%
65%
64%
64%
63%
63%
63%
62%
61%
61%
60%
59%
58%
58%
58%
58%
58%
57%
57%
56%
56%
56%
55%
55%
54%
54%
53%
53%
51%
49%
49%
47%
46%
28%
CHINA
POLAND
CANADA
INDIA
SOUTHAFRICA
MALAYSIA
USA
PORTUGAL
SPAIN
PHILIPPINES
GERMANY
AVERAGE
VIETNAM
HONGKONG
FRANCE
SWEDEN
RUSSIA
UK
MEXICO
SINGAPORE
THAILAND
TAIWAN
INDONESIA
AUSTRALIA
ARGENTINA
BELGIUM
UAE
IRELAND
TURKEY
ITALY
SAUDIARABIA
BRAZIL
SOUTHKOREA
NETHERLANDS
JAPAN
• SOURCE: GLOBALWEBINDEX, Q2 2016; PERCENTAGES REPRESENT INTERNET USERS WHO HAVE EVER USED AN AD-BLOCKER.

NEARLY THREE-QUARTERS OF US DELETE COOKIES
SO THAT WEBSITES WON’T BE ABLE TO REMEMBER US
• SOURCE: GLOBALWEBINDEX, Q2 2016

WHY ARE SO MANY PEOPLE BLOCKING ADS?
ALMOST ALL INTERNET
ADVERTISING AIMS TO
DISTRACT US FROM WHAT
WE’RE TRYING TO DO
WAITING FOR THIRD-PARTY
AD SERVERS SLOWS PAGE
LOADING AND DELAYS
OUR ACCESS TO CONTENT
FOCUS SPEED
AD-SUPPORTED CONTENT
MAY BE FREE, BUT PEOPLE
HAVE TO PAY FOR DATA IN
ORDER TO RECEIVE ADS
COST
THE VAST MAJORITY OF
INTERNET ADVERTISING IS
DIRE: IT’S POOR QUALITY,
UNINTERESTING RUBBISH
INTEREST

INTERRUPTION
IS CORRUPTION

IF WE DON’T ACT SOON, AD-FUNDED MEDIA WILL
DISAPPEAR, AND WE WON’T BE ABLE TO ADVERTISE

SO WHAT
DO WE DO?

WE NEED TO CREATE MARKETING THAT PEOPLE CARE
ABOUT – ACTIVITIES THAT ADD VALUE TO THEIR LIVES

THE THINGS THAT PEOPLE
WORRY ABOUT, THAT STOP THEM
GETTING TO SLEEP AT NIGHT
THE THINGS THAT PEOPLE CARE
ABOUT, THAT WAKE THEM UP EVEN
BEFORE THEIR ALARM GOES OFF
PROBLEMS PASSIONS
ADDED-VALUE MARKETING ADDRESSES:
OR

WE CAN ACTIVELY DELIVER THIS
VALUE THROUGH ALL OF OUR BRANDS’
MARKETING, NOT JUST WHEN PEOPLE
BUY OUR PRODUCTS OR SERVICES

PRODUCTS
CUSTOMERSERVICE
POSACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT

3MAGIC
MOMENTS

TODAY’S DIGITAL TOOLS FINALLY ENABLE US
TO SOLVE AN AGE-OLD MARKETING PUZZLE

THE RIGHT MESSAGE
TO THE RIGHT PEOPLE
IN THE RIGHT PLACE
AT THE RIGHT TIME

HOW NEW TECHNOLOGY MAKES THIS A REALITY:
THE ABILITY TO IDENTIFY
THE SPECIFIC PERSON WE’RE
ENGAGING ACROSS MANY
DIFFERENT CHANNELS
THE ABILITY TO PREDICT
WHAT THAT PERSON
WANTS, NEEDS OR DESIRES
AT ANY GIVEN MOMENT
INDIVIDUAL
IDENTIFICATION
PRESCRIPTIVE
ANALYTICS
THE ABILITY TO DELIVER
OPTIMISED, PERSONALISED
MARKETING IN THE BEST
MOMENTS AND PLACES
DYNAMIC
DISTRIBUTION
THE ABILITY TO INTERACT
WITH EACH AND EVERY ONE
OF THESE INDIVIDUALS, BUT
ALSO DO SO AT SCALE
INTERACTIVITY
AT SCALE

HOWEVER, WE’RE WASTING THE POTENTIAL OF
THESE TOOLS BY TOTALLY IGNORING CONTEXT

MOTIVATIONS
LOCATIONS
VS

(IF WE’RE STILL INTERRUPTING PEOPLE, WE STILL
HAVEN’T IDENTIFIED THE RIGHT TIMES AND PLACES)

SO WHAT
DO WE DO?

PLAN MARKETING AROUND RELEVANT MOMENTS
IN PEOPLE’S LIVES, NOT JUST PLACEMENTS IN MEDIA

USE THESE POWERFUL NEW TECHNOLOGIES
TO UNDERSTAND WHERE AND WHEN THESE
MAGIC MOMENTS OCCUR, NOT MERELY TO
DELIVER MORE TARGETED INTERRUPTIONS

4STAYING IN
CONTROL

WE’RE ON THE VERGE OF A REVOLUTION
IN THE WAY WE CONTROL TECHNOLOGY

50% OF SMARTPHONE USERS SURVEYED BY ERICSSON
EXPECT SMARTPHONES TO DISAPPEAR WITHIN 5 YEARS
• SOURCE: ERICSSON CONSUMERLAB

(R)EVOLUTION IN DIGITAL INTERFACES
WE’LL SEE MANY MORE
INTERFACES THAT BUILD ON
THE SUCCESSES OF APPLE’S
SIRI AND AMAZON’S ECHO
THE TECH IN MICROSOFT’S
KINECT AND NINTENDO’S
WII WILL EVOLVE TO POWER
NEW KINDS OF DEVICES
VOICE
CONTROL
MOTION
SENSORS
DEVELOPMENTS SUCH AS
TOBII WILL ALLOW US TO
CONTROL DEVICES DIRECTLY
WITH EYE MOVEMENTS
EYE
TRACKERS
WE’LL SOON BE ABLE TO
CONTROL DEVICES DIRECTLY
WITH OUR THOUGHTS
USING A ‘BRAIN INTERFACE’
THOUGHT
CONTROL

THE REVOLUTION IS COMING FASTER THAN MOST
MARKETERS ANTICIPATE, AND MOST AREN’T READY

!

WE’LL SPEND FAR LESS TIME LOOKING AT SCREENS, SO
TODAY’S MARKETING PARADIGM WILL BE IRRELEVANT

WE NEED TO FUNDAMENTALLY RETHINK
ADVERTISING’S PURPOSE AND BUSINESS
MODEL IF WE’RE TO REMAIN RELEVANT IN
A WORLD POWERED BY THESE INTERFACES

SO WHAT
DO WE DO?

WHEN NEW INTERFACES ARRIVE, LOOK FOR NEW
WAYS TO ADD VALUE, NOT JUST TO DELIVER ADS

MARKETING NEEDS TO FOCUS MORE ON UTILITY,
AND LESS ON ENTERTAINMENT AND DISTRACTION

5AUGMENTED
INTELLIGENCE

‘PRESCRIPTIVE ANALYTICS’: USING DATA TO IDENTIFY
PEOPLE’S NEEDS AND BEHAVIOURS IN ADVANCE

PRESCRIPTIVE ANALYTICS ARE INFLUENCING EVERY
ASPECT OF OUR LIVES, OFTEN WITHOUT US NOTICING

THESE ‘ALGORITHMS OF LIFE’ ALREADY INFLUENCE:
ALGORITHMS IN SOCIAL
MEDIA SELECT WHOSE
POSTS WE SEE, SHAPING
OUR RELATIONSHIPS
SUGGESTION ENGINES
(‘PEOPLE ALSO BOUGHT’)
SHAPE AWARENESS AND
INFLUENCE PURCHASES
WHO WE
TALK TO
WHAT
WE BUY
THE ALGORITHMS BEHIND
DRIVERLESS CARS WILL
SOON INFLUENCE WHERE
WE GO AND WHAT WE SEE
WHERE
WE GO
STOCK TRADING SYSTEMS
DETERMINE SHARE PRICES,
IMPACTING OUR SAVINGS
AND OUR SALARIES
HOW MUCH
WE EARN
ALGORITHMS IN DATING
APPS PLAY A KEY ROLE IN
DETERMINING WHO WE
MEET, DATE, AND MARRY
WHO WE
MARRY

BUT WHY ARE WE ALLOWING ALGORITHMS
TO TAKE OVER SO MUCH OF OUR LIVES?

HOW ALGORITHMS ADD VALUE TO OUR LIVES
WE CAN’T EVALUATE
SO MANY OPTIONS;
ALGORITHMS HELP TO
FOCUS OUR OPTIONS
WE STRUGGLE TO MAKE
INFORMED CHOICES
ABOUT COMPLEX OR
CONFUSING SUBJECTS
TOO MANY
CHOICES
LACK OF
CONFIDENCE
WE WANT TO
‘DELEGATE’ LOWER-
VALUE AND LOWER-
INTEREST TASKS
IMPROVED
EFFICIENCY
WE WANT MORE OF
THE THINGS WE LIKE;
ALGORITHMS HELP
US FIND THEM
SEARCH FOR
INSPIRATION

HOWEVER, THIS RELIANCE ON ALGORITHMS
ISN’T JUST SHAPING INDIVIDUAL ACTIVITIES

THESE TOOLS ARE FUNDAMENTALLY CHANGING THE
WAY WE FORM PREFERENCES AND MAKE DECISIONS

A DRAMATIC CHANGE IN DECISION INFLUENCES
FOR THE MAJORITY OF HUMAN
EXISTENCE, THE PEOPLE WE KNEW
AND INTERACTED WITH HAD THE
GREATEST INFLUENCE ON CHOICE
FOR THE PAST 150 YEARS, MASS-
MEDIA JOURNALISM & ADVERTISING
TOOK OVER AS THE GREATEST
INFLUENCE ON PEOPLE’S CHOICES
SOCIAL
CIRCLES
MEDIA
COVERAGE
VERY SOON, THE DATA COLLECTED,
PROCESSED AND SHARED BY OUR
DEVICES WILL BECOME THE MAIN
FACTOR IN OUR DECISION-MAKING
TECHNICAL
PROCESSES

AS A RESULT, FUTURE BRAND SUCCESS WILL DEPEND
ON HOW WELL WE CAN INFLUENCE THE ALGORITHMS

MARKETING TO
THE MACHINES

SO WHAT
DO WE DO?

WE’LL NEED TO ADD NEW SKILLS THAT ENABLE US TO
UNDERSTAND & INFLUENCE THESE NEW ‘AUDIENCES’

WE ALSO NEED TO START PLANNING FOR MACHINE-
TO-MACHINE SOCIAL – THE ‘SOCIAL WEB OF THINGS’
• SOURCE

FUTURE FORCES
1. DON’T SHOOT THE MESSENGER
2. ACCESS DENIED
3. MAGIC MOMENTS
4. STAYING IN CONTROL
5. AUGMENTED INTELLIGENCE

IT’S ALL
COMING...

IT’S UP TO YOU TO TURN IT
ALL TO YOUR ADVANTAGE...

5 TIPS

SOCIAL MINDSET
SOCIAL MEDIA
NOT

ADD VALUE
ADVERTISE
DON’T

MOMENTS
MEDIA
NOT

UTILITY
DISTRACTION
NOT

EMOTIONAL
RATIONAL
TECHNICAL
&
&

LET’S CONTINUE THE CONVERSATION: @ESKIMON

SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
+65 9146 5356
KEPIOS.COM

Kepios Future Forces 2016

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