6. #1 - We are living in a
period of disruption
“Digital disruption is the result of a rising class of disruptors
who exploit digital tools and platforms to offer new value to
customers. Previously known as a threat only to easily
disruptable businesses like music or newspapers, now every
major industry is about to be digitally disrupted”
8. #2 – Content strategies
and social strategies will
merge
“CMOs will have to overcome the
current divide between digital
marketing and brand marketing to
successfully develop and implement
compelling brand experiences. “
9. In social, we learned how important
content generation is. We didn’t
understand how much content we need to
produce. It is the currency of the social
experience”
Jim Farley
CMO – Ford Motors
12. #3 – Putting customers at
the center of your business
“CMOs must select and prioritize what
the visible value is for each touch point
to consistently deliver against the brand
promise and generate lasting
preference.”
17. “We are entering a world where digital
innovation is merging with traditional marketing
fundamentals to create new approaches, new
brand leaders, and new models for success."
18. 1. Lead with customer-thinking first
“We are entering a world where digital
innovation is merging with traditional marketing
fundamentals to create new approaches, new
brand leaders, and new models for success."
20. 3. Redefine the roles
All the really cool stuff for
the Chief Customer
Experience Officer
21. The end of “digital” marketing ?
Better : the start of a new marketing era
Client Afternoon 25.04.2013
Notes de l'éditeur
If we speak about the end of digital marketing it is indeed because we are in an environment that is rapidly changing.This is not new, but what we need to acknowledge is that it is simply the end of doing business as usual, where we think, work and function in silos.The sooner a business understand this, the sooner they will be able to adapt also to the changes that are still ahead.
Evolution and change is a constant theme – in life – in technology, in communication, in the way we do marketing.But we see that change happens faster. And will continue to go faster as brands need to innovate more and faster to stay ahead of competitors and to continue to answer the evolving needs of the consumers. In the age of information, we became overwhelmed with information, much thanks to the internet. This was a huge innovation. Consumers were like sponges happy to take in all the information that was available to them. The push-model worked well.This has changed.Today, the customer has made it clear that he wants to be more in control. Like this, we enter the Age of the Customer:His needs and demands are central. The customer experience becomes the same as the brand experience // Consumers expects a customer experience that is remarkable - across all channels equally, whereby hopping from channel to another is fluid and smooth. In that way digital become an integral part of the customer journey and works as a catalyst for the conversion process.As a brand, it is key to jump on that bandwagon, in order to survive. Even though it requires a big mind shift for companies
In the Age of the customer, there are a couple of new challenges that we – as marketers – will have to face.They underline the fact that digital marketing vs offline marketing disappear to make room for integrated marketing
The most disruptive is google’s driverless carMade to reduce cost when photographing streets for street view, but now opening up for other application, like allowing the blind and the disabled access to a car.If everyone would drive a google car, traffic problems would be solved, accidents would not happen anymore. And where does that leave insurance companies, that make their money from car insurance…