A presentation exploring the big shift in business from push to pull (platforms).
Originally presented at Marketing Rockstars 2015 in Graz, Austria.
#thinkahead15
The Shape of Things to Come / Exploring the Shift in Business (and Marketing)
1. jeremy.abbett.net
Google Confidential and Proprietary
THE SHAPE OF
THINGS TO COMEJeremy Tai Abbett | Google, Creative Evangelist | jabbett@google.com | @jeremytai
Marketing Rockstars | Graz, Austria | May 08th, 2015
7. Google Confidential and Proprietary
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Digital technology
infrastructures
Global longterm
public policy shifts
1 2
Flickr: Jeremy Abbett
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8. Google Confidential and Proprietary
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Flickr: Gustavo Amorim
STATUS
UPDATES
15. Google Confidential and Proprietary
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Radio 40 years
Television 10 years
iPhone 3 years
YouTube 6 months
50 MILLION USERS
Evolution of adoption
16. Google Confidential and Proprietary
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Billions
100
200
300
400
500
600
700
MEDIA PLATFORMS
Market value in billions
Viacom Disney ComcastCBS Twitter Facebook GoogleLinkedIn
Source> BI Intelligence
17. jeremy.abbett.net
Google Confidential and Proprietary
YouTube, Instagram
Elle, Grazia, Vogue, Harpers
Bazaar and InStyle combined> 2x
THE QUESTION OF REACH
Still a topic?
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Google Confidential and Proprietary
Niels Epting
Institutions will try to preserve the
problem to which they are the solution.”
“
- Clay Shirky, Professor and Author
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27. 27
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Google Confidential and Proprietary
To accelerate the advent
of sustainable transport by bringing
compelling mass market electric
cars to market as soon as possible.
36. Google Confidential and Proprietary
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Yesterday Marketing as “campaign”
20TH CENTURY COMPANIES
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Today Marketing is “platform”
PLATFORM FOCUSED COMPANIES
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FROM PUSH TO PULL
Plan/ Forecast
Acquire resources
Meet Demand
Access
Attract
Potential
Business model is “platform”Business model as “campaign”
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Google Confidential and Proprietary
appetite for risklow high
Creative EdgeReplicability
small enterprise
large enterprise
global network
management consultancies
individual
small team
Source: Jan Chipcase
STATUS QUO CULTURE
43. Google Confidential and Proprietary
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Thank You.
Danke.
Jeremy Tai Abbett
Creative Evangelist
jabbett@google.com
@jeremytai
THE THINGS
WE CHOOSE
TO SURROUND OURSELVES
SHAPE WHAT WE BECOME
Artist: Tully Arnot