THoMster class brussels - marketing of the future

1. Brussels, December 8, 2016 “Marketing of the Future? Embrace technology!” Renout van Hove & Frederik Sunaert/Renout /THoM_News

2. The 12 THoMers are welcoming you! Shermaine Mina Sr. Consultant Stéphanie Duchemin HC Manager Frederik Sunaert Consultant Renout van Hove Head of Marketing Automation Leatitia Gutierrez Consultant Karel Ingelbeen Consultant Charlotte Marin Jr. Consultant Amélie Timmermans Jr. Consultant Anne-Charlotte de Cartier Sr. Consultant Chloë Girard Consultant Robine Goris Jr. Consultant Nathalie Debiolley Jr. Consultant

3. ThoMster Class on The Future of Marketing – December 8, 2016 1. Introduction 5’ 2. THoM’ster class – “The future of marketing? Embrace technology!” 60’ 3. Case - group discussion & presentations 30’ 4. Applying for and working at THoM 15’ 5. Internship at The House of Marketing 5’ 6. Let’s have a drink! … Welcome to our 1st THoM’ster class!

4. We offer strategic marketing consulting & marketing implementation services

5. ThoMster Class on The Future of Marketing – December 8, 2016 The House of Marketing as proud member of Quanteus Group

6. ThoMster Class on The Future of Marketing – December 8, 2016 Our team projects combine a mix of competences with varying involvement in function of the project stage Our individual placements are supported by the THoM organizational structure Tailored mix of: Strategic marketing Project management Domain expertise Consultant support Core team set-up YOU Counselor & mentor All other consultants Knowledge base of The House of Marketing We work on exciting client projects – in team or individual placement set-up

7. We have clients from many different sectors ICT & Media Utilities & Resources Health Care & Public Sector Consumer Goods & Retail Finance, Insurance & Other services Transport & Logistics

8. ThoMster Class on The Future of Marketing – December 8, 2016 3 Master Classes on 3 different marketing topics Guiding you through the complete customer life cycle Incl. real life cases from our THoM consultants THoMers share a passion for marketing; now it’s time to share some of it with you!

10. ThoMster Class on The Future of Marketing – December 8, 2016 10

11. ThoMster Class on The Future of Marketing – December 8, 2016 “Marketing of the future? Embrace technology?” A. Intro: the rise of the new customer B. What Trump has to do with marketing? C. What happens if you don’t adapt? D. What are the big game-changing trends to watch? E. So, what is the impact on the marketer of the future? 11

12. ThoMster Class on The Future of Marketing – December 8, 2016 1941

13. ThoMster Class on The Future of Marketing – December 8, 2016 To reach 50 million users it took… 38 year 14 year 4,5 year 2 year 35 days 4 months 1 week

14. ThoMster Class on The Future of Marketing – December 8, 2016

15. ThoMster Class on The Future of Marketing – December 8, 2016 This is a simplified timeline of the appearance of advertising in major communication channels. And as the nr of channels proliferated, so did the nr of adds

16. ThoMster Class on The Future of Marketing – December 8, 2016

17. ThoMster Class on The Future of Marketing – December 8, 2016 The more messages we get, them more we dodge them Global Ad Blocking Growth Source: PageFair

18. ThoMster Class on The Future of Marketing – December 8, 2016 21.8 billion 18

19. ThoMster Class on The Future of Marketing – December 8, 2016 19 A Transformation in Customer Engagement Mass Marketing Focus on the message Transactional Marketing Focus on the transactions Engagement Marketing Focus on long-term relationships

20. ThoMster Class on The Future of Marketing – December 8, 2016 The aim of Marketing is to know and understand the customer so well the product or service fits him and sells itself

21. ThoMster Class on The Future of Marketing – December 8, 2016 21 Vision eats market research for breakfast

22. ThoMster Class on The Future of Marketing – December 8, 2016 MAIN BEHAVIOR TRENDS That dictate new customer behavior

23. ThoMster Class on The Future of Marketing – December 8, 2016 #1 Instant gratification

24. ThoMster Class on The Future of Marketing – December 8, 2016 Hyperconnected#2

25. ThoMster Class on The Future of Marketing – December 8, 2016 #2 Hyperconnected

26. ThoMster Class on The Future of Marketing – December 8, 2016 Disrupting conventional business models #2 Hyperconnected

27. ThoMster Class on The Future of Marketing – December 8, 2016 #3 Hyperpersonalization Right time, right device, right channel in the right context

28. ThoMster Class on The Future of Marketing – December 8, 2016 #3 Hyperpersonalization Right time, right device, right channel in the right context

29. ThoMster Class on The Future of Marketing – December 8, 2016 Why on earth did IBM buy all weather data on the planet? Contextual Convenience #4

30. ThoMster Class on The Future of Marketing – December 8, 2016 Contextual Convenience #4

31. ThoMster Class on The Future of Marketing – December 8, 2016 # Contextual Convenience

33. ThoMster Class on The Future of Marketing – December 8, 2016 What do the US elections have to do with Marketing of the future?! 33 The power of traditional media is fading

34. ThoMster Class on The Future of Marketing – December 8, 2016 34 The loyal customer is dead What do the US elections have to do with Marketing of the future?!

35. ThoMster Class on The Future of Marketing – December 8, 2016 What do the US elections have to do with Marketing of the future?! What do the US elections have to do with Marketing of the future?!

37. ThoMster Class on The Future of Marketing – December 8, 2016 What do these brands have in common? 37 “Companies have to adapt to the requirements of the market, even if that means competing with themselves.. – Avi Dan

38. ThoMster Class on The Future of Marketing – December 8, 2016 38 This is a result of the super speed development in technology we have today

39. ThoMster Class on The Future of Marketing – December 8, 2016 39 This is a result of the super speed development in technology we have today

40. ThoMster Class on The Future of Marketing – December 8, 2016 New market players: expect to be disrupted Uber, the world’s largest taxi company, owns no vehicles Facebook, the worlds biggest media company, creates no content Alibaba, the world’s most valuable retailer, has no inventory AirBnB, the worlds largest accommodation provider, has no real estate

41. ThoMster Class on The Future of Marketing – December 8, 2016 41 The tactics of the past no longer apply

43. ThoMster Class on The Future of Marketing – December 8, 2016 43 The biggest game changer of all: Artifiical Intelligence

44. ThoMster Class on The Future of Marketing – December 8, 2016 Welcome to the age of the customer 44

45. ThoMster Class on The Future of Marketing – December 8, 2016 45 AR and VR are here to stay

46. ThoMster Class on The Future of Marketing – December 8, 2016 What do these guys have in common? 46

47. ThoMster Class on The Future of Marketing – December 8, 2016 They all opened physical stores after they disrupted that market 47

49. ThoMster Class on The Future of Marketing – December 8, 2016 Marketing has changed forever Brand Marketing Sales driven Marketing Mass Advertising 1:1 dialogue Campaigns Continues dialogue Intuition Data Driven Prediction Sales vs Marketing Sales + Marketing

50. ThoMster Class on The Future of Marketing – December 8, 2016 Earn the interest of customers instead of buying themMarketers need to earn the interest of customers instead of buying them Outbound Marketing PUSH marketing You BUY your customers By paying for ads, e- mail lists, using PR or sales people PRODUCT centric More traditional media Inbound Marketing PULL marketing You EARN your customers By publishing relevant content that pulls right customer to your product/service USER centric Online media

51. ThoMster Class on The Future of Marketing – December 8, 2016 Engagors Strangers Visitors Leads Consider Catch Convince Close ContinueCustomers TOFU MOFU BOFU TOP OF THE FUNNEL Thought leadership & enjoyable content to build brand awareness, and desire Blog, e-books, research data, funny videos, curated lists, infographics, webinars Inbound marketing is about educating potential customers and solving their problems through every phase of the marketing & sales funnel

52. ThoMster Class on The Future of Marketing – December 8, 2016 Engagors Strangers Visitors Leads Consider Catch Convince Close ContinueCustomers Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports … MIDDLE OF THE FUNNEL Tools that help buyers find you when they are looking for solutions TOFU MOFU BOFU Inbound marketing is about educating potential customers and solving their problems through every phase of the marketing & sales funnel

53. ThoMster Class on The Future of Marketing – December 8, 2016 Engagors Strangers Visitors Leads Consider Catch Convince Close ContinueCustomers Pricing, demos, services information, 3rd party review, customer case studies … BOTTOM OF THE FUNNEL Company-specific information to help evaluate & reaffirm selection TOFU MOFU BOFU Inbound marketing is about educating potential customers and solving their problems through every phase of the marketing & sales funnel

54. ThoMster Class on The Future of Marketing – December 8, 2016 Has a clear content strategy towards clients and prospects41% Has content that helps prospects figure out the best solution for their needs39% Has defined content personas to whom he delivers specific content34% Content is King 🤘

55. ThoMster Class on The Future of Marketing – December 8, 2016 Technology will assist marketers in delivering better output with less input - Automatic brand persona customizer

56. ThoMster Class on The Future of Marketing – December 8, 2016 First-party data used to target customers50% Data is centrally organized and managed in the organization 45% Data drives almost every decision that our marketing team makes 32% Third-party data used to target customers28% Indicate the level of maturity of statements about data N=238 In data you shall trust 😀

57. ThoMster Class on The Future of Marketing – December 8, 2016 In data you shall trust 😱

58. ThoMster Class on The Future of Marketing – December 8, 2016 The tactics of the past do not apply anymore Customers/Consumers: It provides more personalized messages (of more value) at the right time, the right device and the right place. So when it’s time to choose, they choose you. Marketers/Sales: It saves time, improves efficiency and increases productivity. Enables understanding of customers, pin-point opportunities, measure performance, ties marketing activities to business results. Marketing Automation refers to a software ecosystem that enhances experiences to create business impact:

59. ThoMster Class on The Future of Marketing – December 8, 2016 Technology can help marketers a lot, but remember: don’t be creepy…

60. ThoMster Class on The Future of Marketing – December 8, 2016 Implementing Marketing Automation requires a good change management Managing marketing automation, which of the following competencies are relevant and crucial? (N=225, multiple answers) Marketing teams of the future require following talents:

62. ThoMster Class on The Future of Marketing – December 8, 2016 Case nr 1: IoT (Internet of Things) You are in a team of Marketing Consultants from The House of Marketing at Douwe Egberts. The CEO just approached you, as he noticed a major competitor has launched a connected coffee machine. He wants to put you on a mission to find out: What benefit would this bring the consumer and how would it work? How would this benefit Douwe Egberts?

63. ThoMster Class on The Future of Marketing – December 8, 2016 Case nr2: Data driven Marketing You are a Marketing Consultant for an insurance company, IBM approached you stating you could buy all real time weather data available on this planet How could you use that data to benefit the insurer and the customers?

64. ThoMster Class on The Future of Marketing – December 8, 2016 Case nr3: Content Marketing You are a Marketing Consultant for the same insurance company. There has been an announcement of cost cutting, and you are instructed to find new ways to attract new customers in the fire insurance division. The advertising budget will be cut in half, so you will have to figure out a new way to fill the top of your funnel. How could you approach this?

65. 1. Introduction 5’ 2. THoM’ster class – “The future of marketing? Embrace technology!” 60’ 3. Case - group discussion & presentations 30’ 4. Applying for and working at THoM 15’ 5. Internship at The House of Marketing 5’ 6. Let’s have a drink! … Welcome to our 1st THoM’ster class!

66. We are looking for (digital) Marketers Down-to-earth Master degree Trilingual (FR/NL/EN) Driving license In line with THoM values Tech savvy

67. Lucas is working as a Junior Project Manager for a retail bank Lise is working as a Junior Brand Manager for a FMCG brand Laetitia is working as a Brand Manager for a beverage company Inge is working as a Consultant on Marketing Automation for a large retail bank Maxime is working as a Social Media Manager for a utilities company Niels is working as a Digital Marketer In the automotive sector Chloé is working as a Project Manager travel retail for a luxury brand Karel is working as a Retail Marketer for a telco company No two assignments are the same at The House of Marketing

68. Mission statement of The House of Marketing

69. Internal trainings What does it look like, working at The House of Marketing…

70. STEP 3STEP 2STEP 1 From graduate to… marketing consultant? February 21, 2016 September 2016 1. CV 2. Cover letter 3. One-page paper Case day! Start your career at THoM

71.  1-pager  KPIs: Structure – Creativity – To the point – Marketing savy  In English Show us how passionate you are about marketing in your POV! Guidelines

72. Want to be part of the 2017 prom? You? You? You?  Yes! Great! Find out more about our recruitment process in our booklet  I’m not sure yet… Don’t hesitate to ask all your questions to the THoMers

73. 1. Introduction 5’ 2. THoM’ster class – “The future of marketing? Embrace technology!” 60’ 3. Case - group discussion & presentations 30’ 4. Applying for and working at THoM 15’ 5. Internship at The House of Marketing 5’ 6. Let’s have a drink! … Welcome to our 1st THoM’ster class!

74. The House of Marketing has the internship for you!

75. For a creative multitasker with a go-getter attitude For a (digital) content freak with a soft spot for branding & communication For an equilibrist; in touch with his geeky analyst side as well as with his inner storyteller MARKETING GENIUS 2017 YEARLY MARKETING SURVEY 2017 CONTENT MARKETING, AUTOMATION & REBRANDING For a conceptualist that enjoys a ride on the full customer journey OMNI-CHANNEL & E-COMMERCE SERVICE LINE

76. From day one I got immersed in the marketing world and challenging projects! The amount of responsibility combined with a vibrant environment where all colleagues breathe & eat marketing is very inspiring and encourages to give your best every day. I had the chance to contribute to client projects in different sectors, co-organize a marketing event and meet lots of interesting people. This internship was the perfect bridge between my studies and my professional career. And lucky for me I could stick around since I started as a Junior Consultant afterwards! Lucas De Dycker Why should you go for an internship according to Lucas Interested? Go to thehouseofmarketing.be/join-us and apply! Why you should go for an internship at THoM according to Lucas “

77. Thank you for your attention! (and now it’s time for a drink...)

THoMster class brussels - marketing of the future

THoMster class brussels - marketing of the future

Recommandé

Contenu connexe

Tendances

Tendances(20)

En vedette

En vedette(13)

Similaire à THoMster class brussels - marketing of the future

Similaire à THoMster class brussels - marketing of the future(20)

Plus de The House of Marketing

Plus de The House of Marketing(17)

Dernier

Dernier(20)

THoMster class brussels - marketing of the future

Notes de l'éditeur