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The future is only complex
if you fail to understand it
from the point of view of
what is driving the change.
CORE IDEA / GAP / CHALLENGE DISCUSSED IN THE TALK:
from a customer
perspective what does
‘content marketing’ solve?
and how can it help
companies capture future
customer value?
what does CONTENT MARKETING
solve?
PART 1
A. slow social change
NIKE ID PROGRESSIVE HEDDA
A. slow social change
FASHION
b. explosive behavioral change
b. explosive behavioral change
TECHNOLOGY IN THIS SENSE IS ANYTHING THAT ENABLES A TYPE OF BEHAVIOR TO ACHIEVE A DESIRED OUTCOME
example: a seminar, talk, sermon, class, workshop, game
TECHNOLOGY IN THIS SENSE IS ANYTHING THAT ENABLES A TYPE OF BEHAVIOR TO ACHIEVE A DESIRED OUTCOME
example: a seminar, talk, sermon, class, workshop, game
TECHNOLOGY IN THIS SENSE IS ANYTHING THAT ENABLES A TYPE OF BEHAVIOR TO ACHIEVE A DESIRED OUTCOME
example: a seminar, talk, sermon, class, workshop, game
the knowledgable customer
This makes customer activation an
integrated part of the product
and it makes marketing and products the
same thing - because they both have to
accommodate and work on the premise of
the customer.
THE THIRD WAVE OF TECH.
WELCOME TO
WHAT TECHNOLOGY IS BRINGING NOW ISN’T JUST IMPROVEMENTS AND EFFICIENCY AROUND THE
PRODUCT - IN THE COMPANY’S INTERNAL AND EXTERNAL VALUE CHAINS - IT IS CHANGES TO THE
NATURE OF THE PRODUCTS THEMSELVES.
the new nature of products
TRADITIONAL
CAR INSURANCE
THE PRODUCT
IS INFRASTRUCTURE
INDIVIDUAL
CAR INSURANCE
THE INFRASTRUCTURE
GETS PERSONALIZED
AUTOMATIC BUILDS A CONTENT AND SERVICES INFRASTRUCTURE AROUND THE PRODUCT
“we will be moving from transaction base
to engagement base. The company needs
to provide a service to you, not a box.
Value transformation processes will be
delivered a long with a business model”
- DR. JESSE JIJUN LUC, HUAWEI TECHNOLOGIES CO. LTD. @CEBIT2015
KUNDERELASJON
NYE TJENESTER
FREMTIDENS BANK
- Ny kundeadferd og nye krav
- Kundedata
INFRASTRUKTUR
LÅN
content
product
in a classic setup where the marketing and
product collaborate - but have different roles
you either see content marketing like this…
marketing
2009
or you see it like this:
the product is just an object.
what makes it meaningful,
useful and valuable are the
interactions that are designed
around it.
- marketing
- content
- meeting places
- social interactions
interactions
product
BUT, THE ANSWER TO QUESTIONS LIKE
‘WHY DO CUSTOMERS BUY FROM US?’
DON’T RESIDE IN PRODUCTS. THEY
RESIDE ALMOST ENTIRELY IN THE
INTERACTIONS THAT TAKE PLACE IN THE
MARKETPLACE.”
“TO MANY MANAGERS, THE PRODUCT IS THE BUSINESS”
WRITES NIRAJ DAWAR IN TILT.
“FIRMS CONTINUE TO SPEND INORDINATE AMOUNTS OF TIME,
EFFORT, AND RESOURCES ON THEIR PRODUCTS. IN FACT,
BUSINESSES ARE STRUCTURED AROUND THEIR PRODUCTS…
- STEVE DENNING -
Tom Goodwin is senior vice president of strategy and innovation at Havas Media.
THESE COMPANIES REALIZE THAT THE MODERN AGE IS A TIME OF
SCARCE ATTENTION AND ABUNDANT CONNECTIVITY, WHERE
SMARTPHONES ARE OUR PRIMARY ACCESS AND POINT TO
EVERYTHING; WHERE MONEY AND EVERYTHING IS DIGITAL; 
- TOM GOODWIN -
where the interface layer
is where the profit is;
your companies most
profound business.
WHERE PHYSICAL ASSETS AND EMPLOYEES ARE LIABILITIES;
and where providing a slick, best in
class human experience will create
A new society
of individuals
PART 2
MOBILE

SOCIAL

DATA

CLOUD
HOW can
Content
Marketing help
companies
capture future
customer
value?
content is
best in class
customer
experience
THE
CONCENTRATED
MODEL
IMAGE BY KYLE LAD ON FLICKR.COM
IMAGE BY KYLE LAD ON FLICKR.COM
content isn’t just
marketing, it’s
the interactions
surrounding the
product and the
way companies
capture future
income.
ACTIVE
OR PASSIVE
content is better
at capturing data
DEMOGRAPHICS GEOGRAPHY
1662
THE ARGUMENT AGAINST DEMOGRAPHICS
For example, Progressive Insurance has always collected and analyzed a significant amount of data. But Snapshot, its
innovative auto insurance discount program, “has taken things to a whole new level,” says Voelker. An in-car wireless
device transmits driver data back to Progressive at one-second intervals. Customers can get their premiums reduced
based on their safe-driving patterns, with those earning a discount saving an average of 10 percent.
Progressive has collected more than 178 terabytes of data
via Snapshot—11 times the amount of all data stored by the
Library of Congress. It provides for a much more accurate
pricing method for Progressive than estimating a
customer’s potential for loss based on information like age,
gender, and type of car, says Voelker. What’s more, it has
enabled an entirely new and successful product category—
usage-based auto insurance.
“It’s revolutionary to us,”
says Voelker. “Every time
we find a more powerful
segmentation variable, it
drives more growth.”
HOSPITALITY IDENTIFIES
CUSTOMERS BASED ON
HOW THEY BUY THE
PRODUCT _ NOT HOW
THEY EXPERIENCE IT.
THE REASON
CUSTOMERS
DON’T CARE
IS BECAUSE
COMPANIES
DON’T CARE
interactions / content
THANK YOU
FOR MORE RESOURCES AND IDEAS ON THIS SUBJECT
JOIN MY KNOWLEDGE NETWORK ON LINKEDIN
https://no.linkedin.com/in/helgetenno
HELGE
TENNØ
JOKULL OR follow my articles on 180360720.n0
The Next Generation Content Is The Product

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The Next Generation Content Is The Product

  • 1.
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  • 4. The future is only complex if you fail to understand it from the point of view of what is driving the change.
  • 5. CORE IDEA / GAP / CHALLENGE DISCUSSED IN THE TALK: from a customer perspective what does ‘content marketing’ solve? and how can it help companies capture future customer value?
  • 6. what does CONTENT MARKETING solve? PART 1
  • 7. A. slow social change
  • 8. NIKE ID PROGRESSIVE HEDDA A. slow social change FASHION
  • 11. TECHNOLOGY IN THIS SENSE IS ANYTHING THAT ENABLES A TYPE OF BEHAVIOR TO ACHIEVE A DESIRED OUTCOME example: a seminar, talk, sermon, class, workshop, game
  • 12. TECHNOLOGY IN THIS SENSE IS ANYTHING THAT ENABLES A TYPE OF BEHAVIOR TO ACHIEVE A DESIRED OUTCOME example: a seminar, talk, sermon, class, workshop, game
  • 13. TECHNOLOGY IN THIS SENSE IS ANYTHING THAT ENABLES A TYPE OF BEHAVIOR TO ACHIEVE A DESIRED OUTCOME example: a seminar, talk, sermon, class, workshop, game
  • 15. This makes customer activation an integrated part of the product and it makes marketing and products the same thing - because they both have to accommodate and work on the premise of the customer. THE THIRD WAVE OF TECH. WELCOME TO WHAT TECHNOLOGY IS BRINGING NOW ISN’T JUST IMPROVEMENTS AND EFFICIENCY AROUND THE PRODUCT - IN THE COMPANY’S INTERNAL AND EXTERNAL VALUE CHAINS - IT IS CHANGES TO THE NATURE OF THE PRODUCTS THEMSELVES. the new nature of products
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  • 19. AUTOMATIC BUILDS A CONTENT AND SERVICES INFRASTRUCTURE AROUND THE PRODUCT
  • 20. “we will be moving from transaction base to engagement base. The company needs to provide a service to you, not a box. Value transformation processes will be delivered a long with a business model” - DR. JESSE JIJUN LUC, HUAWEI TECHNOLOGIES CO. LTD. @CEBIT2015
  • 21. KUNDERELASJON NYE TJENESTER FREMTIDENS BANK - Ny kundeadferd og nye krav - Kundedata INFRASTRUKTUR LÅN
  • 22. content product in a classic setup where the marketing and product collaborate - but have different roles you either see content marketing like this… marketing
  • 23. 2009 or you see it like this: the product is just an object. what makes it meaningful, useful and valuable are the interactions that are designed around it. - marketing - content - meeting places - social interactions interactions product
  • 24. BUT, THE ANSWER TO QUESTIONS LIKE ‘WHY DO CUSTOMERS BUY FROM US?’ DON’T RESIDE IN PRODUCTS. THEY RESIDE ALMOST ENTIRELY IN THE INTERACTIONS THAT TAKE PLACE IN THE MARKETPLACE.” “TO MANY MANAGERS, THE PRODUCT IS THE BUSINESS” WRITES NIRAJ DAWAR IN TILT. “FIRMS CONTINUE TO SPEND INORDINATE AMOUNTS OF TIME, EFFORT, AND RESOURCES ON THEIR PRODUCTS. IN FACT, BUSINESSES ARE STRUCTURED AROUND THEIR PRODUCTS… - STEVE DENNING -
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  • 26. Tom Goodwin is senior vice president of strategy and innovation at Havas Media.
  • 27. THESE COMPANIES REALIZE THAT THE MODERN AGE IS A TIME OF SCARCE ATTENTION AND ABUNDANT CONNECTIVITY, WHERE SMARTPHONES ARE OUR PRIMARY ACCESS AND POINT TO EVERYTHING; WHERE MONEY AND EVERYTHING IS DIGITAL;  - TOM GOODWIN - where the interface layer is where the profit is; your companies most profound business. WHERE PHYSICAL ASSETS AND EMPLOYEES ARE LIABILITIES; and where providing a slick, best in class human experience will create
  • 28.
  • 29. A new society of individuals PART 2 MOBILE
 SOCIAL
 DATA
 CLOUD HOW can Content Marketing help companies capture future customer value?
  • 30. content is best in class customer experience
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  • 34. IMAGE BY KYLE LAD ON FLICKR.COM content isn’t just marketing, it’s the interactions surrounding the product and the way companies capture future income.
  • 36. content is better at capturing data
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  • 39. THE ARGUMENT AGAINST DEMOGRAPHICS For example, Progressive Insurance has always collected and analyzed a significant amount of data. But Snapshot, its innovative auto insurance discount program, “has taken things to a whole new level,” says Voelker. An in-car wireless device transmits driver data back to Progressive at one-second intervals. Customers can get their premiums reduced based on their safe-driving patterns, with those earning a discount saving an average of 10 percent. Progressive has collected more than 178 terabytes of data via Snapshot—11 times the amount of all data stored by the Library of Congress. It provides for a much more accurate pricing method for Progressive than estimating a customer’s potential for loss based on information like age, gender, and type of car, says Voelker. What’s more, it has enabled an entirely new and successful product category— usage-based auto insurance. “It’s revolutionary to us,” says Voelker. “Every time we find a more powerful segmentation variable, it drives more growth.”
  • 40. HOSPITALITY IDENTIFIES CUSTOMERS BASED ON HOW THEY BUY THE PRODUCT _ NOT HOW THEY EXPERIENCE IT.
  • 41. THE REASON CUSTOMERS DON’T CARE IS BECAUSE COMPANIES DON’T CARE interactions / content
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  • 43. THANK YOU FOR MORE RESOURCES AND IDEAS ON THIS SUBJECT JOIN MY KNOWLEDGE NETWORK ON LINKEDIN https://no.linkedin.com/in/helgetenno HELGE TENNØ JOKULL OR follow my articles on 180360720.n0