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The Future of Innovative Marketing - Carole Lamarque

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The future belongs to those who understand what is possible (65% of the jobs today won’t exist in 2020) and use modern media to build trusted relationships and valued experiences. Digital is the main reason just over half of the companies on the Fortune 500 have disappeared since the year 2000.

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The Future of Innovative Marketing - Carole Lamarque

  1. 1. Carole Lamarque THE FUTURE OF INNOVATIVE MARKETING
  2. 2. NICE TO MEET YOU! 17 years of Market Experience CAROLE LAMARQUE carole.lamarque@duvalunion.com +32 478 33 7000
  3. 3. CAN DO TEAM
  4. 4. OUR MISSION
  5. 5. This is the biggest shift since the industrial revolution
  6. 6. Carole Lamarque THE NEW STACK TECHNOLOGY
  7. 7. Responsive HousesResponsive Houses
  8. 8. Cognitive RobotsCognitive Robots
  9. 9. Autonomous MobilityAutonomous Mobility
  10. 10. Diagnostic WearablesDiagnostic Wearables
  11. 11. Virtual & Augmented RealityVirtual & Augmented Reality
  12. 12. Retro Tech & Back to the FutureRetro Tech & Back to the Future
  13. 13. Digital TransformationDigital Transformation
  14. 14. THE SPEED OF CHANGE ANALOG DIGITAL INTERNET SOCIAL MOBILE
  15. 15. 2016 2020 FROM… …TO THE BUSINESS DIGITAL IN THE CORE DIGITAL AT THE SIDELINES
  16. 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. 17. The hot new job in Silicon Valley is being a robot’s assistant
  18. 18. 65% of the jobs today won’t exist in 2020 Saskia Van Uffelen, CEO Erikson
  19. 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. 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. 21. EVERYONE HAS A PLAN TILL THEY GET PUNCHED IN THE FACE MIKE TYSON
  22. 22. I skipped 50 slides about Uber, Airbnb, Tesla, …
  23. 23. In 2015 we asked 5000 B2B and B2C marketers a big question: “What is the biggest problem marketers face?”
  24. 24. They said: “To keep up with trends to drive more higher quality leads”
  25. 25. Carole Lamarque HOW DOES THE CONSUMER GETS AFFECTED
  26. 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. 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. 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. 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. 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. 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. 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. 33. Carole Lamarque MICRO MOMENTS
  34. 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. 35. Carole Lamarque THE NEW CORPORATE PATH
  36. 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. 37. Carole Lamarque KEY RULES OF CONTENT
  38. 38. WHAT IS GREAT CONTENT? Authenticity Modulate Senses Real Beauty Speed Personal 1 2 3 4 5 6
  39. 39. 1 Authencity
  40. 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. 41. AUTHENCITY 94% Articles that contain images get 94% more views than articles without
  42. 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. 43. Modulate 1 2
  44. 44. MODULATE YOUR STORY ELITE ATHLETE ELITE ATHLETE ELITE ATHLETE ELITE ATHLETE ELITE ATHLETE STORY EVERY ATHLETE EVERY ATHLETE EVERY ATHLETE EVERY ATHLETE
  45. 45. NIKE CASE
  46. 46. Senses 1 2 3
  47. 47. SQUARESPACE & JEFF BRIDGES
  48. 48. Real Beauty 1 2 3 4
  49. 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. 50. Speed 1 2 3 4 5
  51. 51. Speed, agility and topicality will be key to overcoming info overload SPEED, AGILITY, IN THE MOMENT OVERLOAD CAN OVERCOME BY
  52. 52. Personal 1 2 3 4 5 6
  53. 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. 54. VEDETT
  55. 55. TOMORROWLAND
  56. 56. Carole Lamarque STORY TELLING DOING!
  57. 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. 58. IT TAKES 12POSITIVE EXPERIENCES TO MAKE UP FOR ONE UNRESOLVED BAD EXPERIENCE - “Understanding Customers” by Ruby Newell-Legner
  59. 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. 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. 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. 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. 63. Carole Lamarque INFLUENCER MARKETING CAN BE THE SOLUTION
  64. 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. 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. 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. 67. WHY DOES THIS MATTER TO YOU? 90% of advocates write something positive about their purchase experience – McKinsey 90%
  68. 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. 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. 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. 71. Carole Lamarque CHALLENGES OF THE CMO
  72. 72. The CMO will have the largest IT budget in organizations by 2017. Gartner Research 2014
  73. 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. 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. 75. ATTRACT DIGITALTALENT RIGHT NOW
  76. 76. Start measuring digital expertise every new job interview you organise. Whatever the vacancy is about
  77. 77. BEST IN CLASS 10 Luxury Brands go Head to Head
  78. 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. 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. 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. 81. THANK YOU
  82. 82. CAROLE LAMARQUE carole.lamarque@duvalunion.com +32 478 33 7000 @caroberry FOLLOW ME ONTWITTER MOVIE: THE BAND WAGON

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