1.
Carole Lamarque
THE FUTURE
OF INNOVATIVE
MARKETING

2.
NICE TO MEET YOU!
17 years of
Market Experience
CAROLE LAMARQUE
carole.lamarque@duvalunion.com
+32 478 33 7000

3.
CAN DO TEAM

4.
OUR MISSION

5.
This is the biggest shift since
the industrial revolution

6.
Carole Lamarque
THE NEW STACK
TECHNOLOGY

7.
Responsive HousesResponsive Houses

8.
Cognitive RobotsCognitive Robots

9.
Autonomous MobilityAutonomous Mobility

10.
Diagnostic WearablesDiagnostic Wearables

11.
Virtual & Augmented RealityVirtual & Augmented Reality

12.
Retro Tech & Back to the FutureRetro Tech & Back to the Future

13.
Digital TransformationDigital Transformation

14.
THE SPEED OF CHANGE
ANALOG
DIGITAL
INTERNET
SOCIAL
MOBILE

15.
2016 2020
FROM… …TO
THE BUSINESS
DIGITAL
IN THE CORE
DIGITAL AT
THE SIDELINES

16.
We won’t experience 100 years of progress in the 21st
century – it will be more like 20,000 years of progress
(at today’s rate) RAY KURZWEIL

17.
The hot new job in Silicon Valley
is being a robot’s assistant

18.
65% of the
jobs today
won’t exist in
2020
Saskia Van Uffelen,
CEO Erikson

19.
Digital is the main
reason just over half
of the companies on
the Fortune 500 have
disappeared since
the year 2000
Pierre Nanterme
CEO Accenture

20.
WAVES OF DISRUPTION
1995+ 2010+ 2015+ 2020+
Music
Photography
Video Rental
Print Media
TV
Travel
HR
Retail
Healthcare
Automotive
Education
Telco / Food
FMCC
Banking/Insurance
Alll save havens
will be subject to
digital disruption

21.
EVERYONE HAS A PLAN TILL THEY
GET PUNCHED IN THE FACE MIKE TYSON

22.
I skipped 50 slides about
Uber, Airbnb, Tesla, …

23.
In 2015 we asked 5000 B2B and B2C marketers a big question:
“What is the biggest
problem marketers face?”

24.
They said:
“To keep up with trends to
drive more higher quality leads”

25.
Carole Lamarque
HOW DOES THE
CONSUMER GETS AFFECTED

26.
PATH TO PURPOSE
Consumers have more
choice than ever. As a
brand you must
support them in their
passions and purposes.
Terms as loyalty and
trust are essential in
their quest for self-
enrichment.
- Google Think, Path to
Purpose

27.
ACTIVE DISCOVERY
Discovery is extremely powerful
for marketersto understand
because it allows us to fulfil a
desired purpose of the consumer.
Consider how much we like to
discover.
TOP 7 SITE ARE:
1. Google
2. Facebook
3. YouTube
4. Baidu
5. Yahoo
6. Amazon
7. Wikipedia
- Alexa research 2015

28.
PASSIVE DISCOVERY
Passive discovery is the
secondary action of search.
It’s the reason we “surf” in
the first place.
We are passively seeking
an experience, and trust
the things we find on our
own. Discovering
something new is our
purpose.
- Alexa research 2015

29.
SELF DISCOVERY
= TRUST
The modern consumers
build trust in a new way.
They have found the value
of the instant access of the
internet and placed a high
value on self discovery.
THEY EVEN BLOCK YOUR
ADS!
Learn how to help aid in
their discovery and you will
gain their trust.

30.
HEURISTIC BEHAVIORS
heu·ris·tic: Enabling a person to
discover or learn something for
themselves.
A consumer can determine
if there is value in a web
experience with in 1/20 of a
second. If it is not valuable
then they leave.
On average a person only
stays on 1,7 pages of a
website.
- Cliff Seal 2015

31.
INFINITE NOISE
Yankelovich, a market research
firm, estimates a consumer
sees 5000 ads per day, not
including social media content.
By 2020 there will be 7
connected devices for every
person on earth. Each device
can create, and filter thenoise
using algorithms. If we don’t
give our mass media a strong
personal twist, we can’t reach
consumers anymore.
- Gartner Research 2015

32.
AD BLOCKING
27% of Belgian
consumers use ad
blocking software. In
the US this is 18%. It is
also estimated this
number will double in
2016.
Globally there are 185
million global users of
ad blocking software.
- Pagefair and Adobe, 2015

33.
Carole Lamarque
MICRO MOMENTS

34.
MICRO MOMENTS
These are critical touch
points within today’s
consumer journey, and
when added together,
they ultimately determine
how that journey ends.
There are 3 critical aspects
of micro-moments for
mobile shoppers.
Google Think, Micro Moments

35.
Carole Lamarque
THE NEW
CORPORATE PATH

36.
LEADERS VS LAGGARDS
Companies excelling at
customer experience
outperform the S&P index
by 30%, and customer
experience laggards by
65%. It must be looked at
as a product you produce.
- Watermark Consulting
CXI LEADERS
43,0%
S&P 500 INDEX
14,5%
CXI LAGGARDS
-33,9%
Cumulative
Total Return
50%
40%
30%
20%
10%
0%
-10%
-20%
-30%
-40%

37.
Carole Lamarque
KEY RULES OF CONTENT

38.
WHAT IS GREAT CONTENT?
Authenticity
Modulate
Senses
Real Beauty
Speed
Personal
1 2 3 4 5 6

39.
1
Authencity

40.
Never before has the human race been
better at spotting a fake. “The viewer’s eye
has become a lot more sophisticated,” and
what it wants above all is something real.
Getty Images Director of Visual Trends,
Pam Grossman,

41.
AUTHENCITY
94%
Articles that contain images get 94%
more views than articles without

42.
Users clicking on photos of
real life people are twice as
likely to convert to a sale.
Tangible proof that real rules according to the
Wall Street Journal, Olapic co-founder Jose de
Cabo discovered that…
That’s something any marketer can get on board
with.
2X
AUTHENCITY

43.
Modulate
1 2

44.
MODULATE YOUR STORY
ELITE
ATHLETE
ELITE
ATHLETE
ELITE
ATHLETE
ELITE
ATHLETE
ELITE
ATHLETE
STORY
EVERY
ATHLETE
EVERY
ATHLETE
EVERY
ATHLETE
EVERY
ATHLETE

45.
NIKE CASE

46.
Senses
1 2 3

47.
SQUARESPACE & JEFF BRIDGES

48.
Real Beauty
1 2 3 4

49.
OVERLOAD CAN OVERCOME BY
REAL BEAUTY
Our culture has succumbed to information overload,
but our senses still yearn to be stimulated.
What happens to real meaning in an age of digital
excess? Technology has developed around us at
such a break-neck pace that few have had a chance
to catch their breath. We want what’s real or at least,
what feels real.

50.
Speed
1 2 3 4 5

51.
Speed, agility and topicality will be key
to overcoming info overload
SPEED, AGILITY, IN THE MOMENT
OVERLOAD CAN OVERCOME BY

52.
Personal
1 2 3 4 5 6

53.
PERSONAL
Seeing a part of yourself or something familiar in
a visual is the first step toward evoking emotion,
which is the first drive of behavioral change.
OVERLOAD CAN OVERCOME BY

54.
VEDETT

55.
TOMORROWLAND

56.
Carole Lamarque
STORY TELLING DOING!

57.
CONSUMER REVIEWS
People will google
everything when they’re
about to buy a new
product. Brands must be
consistent on every
channel, like review blogs.
If you lie about quality or
service, they will find out
and it will cost way more
money than you spend on
convincing them.

58.
IT TAKES
12POSITIVE EXPERIENCES
TO MAKE UP FOR ONE
UNRESOLVED BAD EXPERIENCE
- “Understanding Customers” by Ruby Newell-Legner

59.
LESS SPENT ON PAID MEDIA
MEDIA SPENT AS % OF ANNUALREVENUE
Storytelling companies spend nearly 3x more on media
as a percent of revenue than Storydoing companies
4,0%
1,4%
3,4%
2,8%
2,9% 2,7%
1,1%
1,0%
1,2%
1,0%
2011201020092007 2008

60.
MORE SOCIAL AWARENESS
NUMBER OF SOCIAL MEDIA MENTIONS 2008-2011(MILLIONS)
Storydoing companies are mentioned much more in social media conversations
44%
0,3%
9,9%
27,6%
1,9%
2,2%
2011201020092008
STORYTELLING
STORYDOING
2,8%
0,8%

61.
BETTER FINANCIAL PERFORMANCE
REVENUE GROWTH RATE
(2007-2011)
0%
2%
4%
6%
8%
10%
12%
Storytelling
Storydoing
OPERATING INCOME GROWTH RATE
(2007-2011)
0%
2%
4%
6%
8%
10%
12%
Storytelling
Storydoing
14%
16%
18%
Storydoing companies outperform
storytelling companies in toppling sales…
And in finding better ways to reduce
costs and optimize assets1 2

62.
HIGHER VALUATIONS
STOCK PRICECAGR (2007-2011)
Storydoing stock price growth demonstrates the value created trough their actions
-6%
-4%
-2%
0%
2%
4%
6%
Storytelling
Storydoing

63.
Carole Lamarque
INFLUENCER MARKETING
CAN BE THE SOLUTION

64.
WHY DOES THIS
MATTER TO YOU?
Word-of-mouth
recommendations
are the primary
factor behind
20-50% of ALL
purchasing
decisions
– McKinsey
+20%

65.
WHY DOES THIS
MATTER TO YOU?
73% of Millennials
feel it’s their
responsibility to
help their friends
and family makes
smart purchase
decisions
– Fleischman-Hillard and Hearst
Magazine
+73%

66.
WHY DOES THIS
MATTER TO YOU?
Brand advocates
are 70% more likely
to be seen as a good
source of
information by
people around them
– MarketingCharts
70%

67.
WHY DOES THIS
MATTER TO YOU?
90% of advocates
write something
positive about their
purchase experience
– McKinsey
90%

68.
WHY DOES THIS
MATTER TO YOU?
NEGATIVE MESSAGES
CAN REDUCE MARKET
SHARE BY 20%
In the mobile-phone market
they observed that the pass-on
rates for key positive and
negative messages can increase
a company’s market share by as
much as 10% or reduce it by
20% over a two-year period, all
other things being equal.
– McKinsey
-20%

69.
WHY DOES THIS
MATTER TO YOU?
12% increase in
brand advocacy on
average generates
a 2X increase in
revenue
– Harvard Business
School Press
+12%

70.
START DOING IT!
ONLY 20% DO IT TODAY!
Only 20% of brands
are using advocate and
referral programs in
their marketing
– MarketingCharts
+20%

71.
Carole Lamarque
CHALLENGES OF THE CMO

72.
The CMO will have the largest IT budget
in organizations by 2017.
Gartner Research 2014

73.
VUCA WORLD
COMPLEXITY VOLATILITY
AMBIGUITY UNCERTAINTY
Multiple key
decisions factors
Rate of change
Lack of clarity
about meaning of
an event
Unclear about the
present
How much do you know about the situation
Howwellcanyoupredicttheoutcomeofyouractions
Gives you an overview of
the link between how well
you can predict the results
of your actions and how
much you know about
certain situations.
VUCA world is a term
which describes where
people and organisations
find themselves at this
very moment.

74.
SYSTEMSARCHITECT
The increasing technology
enables marketing to connect
the systems creating seamless
experiences.
Marketers need to be or have
true innovative architects to
connect and collect data to
build contextual cross channel
experiences.

75.
ATTRACT DIGITALTALENT RIGHT NOW

76.
Start measuring digital expertise
every new job interview you organise.
Whatever the vacancy is about

77.
BEST IN CLASS
10 Luxury Brands go Head to Head

78.
The luxury industry is one of the most
competitive in the world, and social media is
the newest battleground to develop loyalty
and brand heritage.

79.
QUALITY OVER
QUANTITY
The most important element
for luxury brands on social
media seems to be their
storytelling abilities when it
comes to their products and
brand heritage, rather than the
number of social media posts.

80.
The future belongs to those
who understand what is
possible and use modern media
to build trusted relationships
and valued experiences.
Advertising alone will not get
us there!
CONCLUSION

81.
THANK YOU

82.
CAROLE LAMARQUE
carole.lamarque@duvalunion.com
+32 478 33 7000
@caroberry
FOLLOW ME ONTWITTER
MOVIE: THE BAND WAGON