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Copernica summit 2014 crux digital_sander van der blonk
- 1. 9/19/2014 1 AGENCYOF TOMORROW Sander van der Blonk | CRUX Copernica Summit, 2014 © CruxDigital-2014 W: www.cruxdigital.nl T: + 31 20 2611893 generate demand build brands develop audiences develop applications 3 change velocity 4
- 2. 9/19/2014 2 boundedrationality 5 imagining = forecasting 6 3 value add consumer states tomorrow’s agency types 8
- 3. 9/19/2014 3 9 10 11 Frequency Specificity Uncertainty DIYS 12
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- 5. 9/19/2014 5 NOGSTEEDS 50 x more internet users 180 x faster connections always on (mobile) socially connected one/click purchasing quantified self enormous startup activity 20
- 6. 9/19/2014 6 everyoneand everything gets connected 21 from digital marketing to marketing in the digital age 22 buyers control the buying process far more than vendors control the selling process 23 24
- 7. 9/19/2014 7 atime when brands and organizations are challenged to transform - or die marketing cannot do without technology 26 major impact on today’s and tomorrow’s marketing performance 27
- 8. 9/19/2014 8 X X X X X X X X X X X X X X X X
- 9. 9/19/2014 9 reachingand influencing consumers has been complicated 34 it’s challenges are magnified in the multiscreen world 35
- 10. 9/19/2014 10 37 38 in 2020, about 40% of the labor force are millennials move fluidly across brands and channels 40
- 11. 9/19/2014 11 shoppingis anywhere and everywhere 41 attention abundance attention fatigue information scarcity information overload (Sources: Sheryl Pattek, Herbert A Simon) a wealth of information creates a poverty of attention so it was so it is now and so it will probably remain 42 43 How to reach? IBM, Fitch, Forrester, Q&A consulting, BCG, KPMG, Gartner
- 12. 9/19/2014 12 mindstates new organizing principles •FINDING –Look for a specific brand, product, service –Daily rituals, routine behavior, replenishment –Make it easy, reminders, price/value reassurance •DREAMING –Actively looking for inspiration and new ideas –No fully defined needs. Skip between categories –Make it inspirational •EXPLORING –Category-specific purchase intent –Few options in mind, open for alternatives –Trial, touch, choice guidance (Source: Fitch, KPMG, Crux) 47 move fluidly across brands, channels and mind states
- 13. 9/19/2014 13 trickis how to best serve mind states -not just personae as well as triggers which migrate them 49 = finding (Source: Fitch) = exploring = dreaming 50 = finding (Source: Fitch) = exploring = dreaming 51 new organizing principles
- 14. 9/19/2014 14 “…helpingthe companies thrive under conditions of high uncertainty and rapid change.” (Source: BCG, February 2014) 53 54 55 56
- 15. 9/19/2014 15 meaning: in the digital age… 57 Daily routines Task automation Touch point experience, real time marketing Dreaming, exploring •Brand preference •100% process reliability •… •Brand awareness •Fast experimentation •… No time to waste Time to spend MINDSTATE TECHNOLOGY IMPACT (Source: Crux) 58
- 16. 9/19/2014 16 Daily routines Task automation Touch point experience, real time marketing Dreaming, exploring •Brand preference •100% process reliability •… •Brand awareness •Fast experimentation •… No time to waste Time to spend MINDSTATE TECHNOLOGY IMPACT (Source: Crux) 61 every trackable action creates a data point, and every data point tells a piece of the consumer’s journey 62 63 •Adobe Analytics: People who visit the top five product pages are the most likely to buy. •Adobe Campaign: Creates an email program, a personalized direct mail coupon or a mobile app experience that is built just for that set of people. •Adobe Target: Picks up the segmentation and runs A/B tests to determine just the right offers and just the right language. 64
- 17. 9/19/2014 17 themarketing industry is moving too fast to internalize everything 67 CMO’s are generally more satisfied with marketing areas managed by external resources than with their own people (Source: Accenture Turbulence for the CMO study, 2013) 68
- 18. 9/19/2014 18 underlyingfrustration when it comes to agency contributions to business value creation (Source: CMO council) 69 aggressive growth goals (>20%) but only 5% of organizations have aggressive budgets (>20%) (Source: PR 20/20 research) 70 brand development, paid search, SEO, social media advertising, e-mail marketing, web analytics, display and video advertising, marketing analytics, marketing automation, content marketing,… 71 Frequency Specificity Uncertainty DIYS+Agency or freelance 72
- 19. 9/19/2014 19 nimble,open, collaborative, tech-savvy, meaningful metrics Infrastructure & Operations Data & (Predictive) Analytics Content Engagement (Source: Gartner, Crux) Data analysts Data scientists Campaign analysts Campaign managers Channel managers Visual storyteller Chief Content Officer Corporate journalist API- developer Growth hacker Community manager Chief Customer Officer Bayesian strategist Campaign optimizer MarketingTechnology Sourcing manager Chief Privacy Manager Digital recruiter 75 will tech kill (digital) agencies? 76
- 20. 9/19/2014 20 moreand more agencies form around technology and/or become certified vendors & applicators nearly 20% of companies adopting marketing automation boost revenue 75% or more (Source: VentureBeat, July 2014) 78 Frequency Specificity Uncertainty Marketplace 79
- 21.
- 22. 9/19/2014 22 85 86 New processes, data (quality) and technology infrastructure to allow for holistic, personalized customer experience Task automation & service (re)design Replace first generation e-Commerce/CMS/CRM, including API’s, to allow for real-time, personalized customer experience New, ‘Internet of things’, mobile and social influence products and new business models 1 2 3 4 (Source: Crux) 87 Frequency Specificity Uncertainty DIYS+New agencies 88
- 23. 9/19/2014 23 90 connecting with consumers across 7 or 8 screens in a single day could be the new normal 92
- 24. 9/19/2014 24 consumersmay not be asking for more personalized, relevant experiences-they will expect them to be there 93 obsessive customer centricity + holistic data + advanced martech execution in 4 states = planned + experimental (fully agile) “The traditional agency business is toast because the entire media universe is in chaos and the agency business does not adapt to micro” (Bob Garfield, Mediapost, 30 July 2014) 96
- 25. 9/19/2014 25 exitfull-service: no one vendor is able to provide all the services customers need Hosting&Cloud providers Mobile/Web agencies Marketing Automation Service providers (Source: Crux) Business Process Outsourcing providers Specialty agencies Specialty agencies Specialty agencies Specialty agencies 98 Service brokers, integrators agency martech (tools) google, others independent worker startups 99 (Image credit: R. Scoble)