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The Future of Innovative Marketing - Carole Lamarque
Carole Lamarque discusses the transformative impact of digital technology on marketing and consumer behavior, emphasizing the need for brands to adapt to a rapidly changing landscape characterized by innovation and consumer choice. Key trends highlighted include the importance of authenticity, micro-moments in consumer journeys, and the effectiveness of influencer marketing as a strategy for engaging consumers. The document concludes by stressing the necessity for brands to build trusted relationships and experiences rather than relying solely on traditional advertising.
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The Future of Innovative Marketing - Carole Lamarque
- 1. Carole Lamarque THE FUTURE OFINNOVATIVE MARKETING
- 2. NICE TO MEETYOU! 17 years of Market Experience CAROLE LAMARQUE [email protected] +32 478 33 7000
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- 6. This is thebiggest shift since the industrial revolution
- 7. Carole Lamarque THE NEWSTACK TECHNOLOGY
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- 12. Virtual & AugmentedRealityVirtual & Augmented Reality
- 13. Retro Tech &Back to the FutureRetro Tech & Back to the Future
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- 15. THE SPEED OFCHANGE ANALOG DIGITAL INTERNET SOCIAL MOBILE
- 16. 2016 2020 FROM… …TO THEBUSINESS DIGITAL IN THE CORE DIGITAL AT THE SIDELINES
- 17. We won’t experience100 years of progress in the 21st century – it will be more like 20,000 years of progress (at today’s rate) RAY KURZWEIL
- 18. The hot newjob in Silicon Valley is being a robot’s assistant
- 19. 65% of the jobstoday won’t exist in 2020 Saskia Van Uffelen, CEO Erikson
- 20. Digital is themain reason just over half of the companies on the Fortune 500 have disappeared since the year 2000 Pierre Nanterme CEO Accenture
- 21. WAVES OF DISRUPTION 1995+2010+ 2015+ 2020+ Music Photography Video Rental Print Media TV Travel HR Retail Healthcare Automotive Education Telco / Food FMCC Banking/Insurance Alll save havens will be subject to digital disruption
- 22. EVERYONE HAS APLAN TILL THEY GET PUNCHED IN THE FACE MIKE TYSON
- 23. I skipped 50slides about Uber, Airbnb, Tesla, …
- 24. In 2015 weasked 5000 B2B and B2C marketers a big question: “What is the biggest problem marketers face?”
- 25. They said: “To keepup with trends to drive more higher quality leads”
- 26. Carole Lamarque HOW DOESTHE CONSUMER GETS AFFECTED
- 27. PATH TO PURPOSE Consumershave more choice than ever. As a brand you must support them in their passions and purposes. Terms as loyalty and trust are essential in their quest for self- enrichment. - Google Think, Path to Purpose
- 28. ACTIVE DISCOVERY Discovery isextremely powerful for marketersto understand because it allows us to fulfil a desired purpose of the consumer. Consider how much we like to discover. TOP 7 SITE ARE: 1. Google 2. Facebook 3. YouTube 4. Baidu 5. Yahoo 6. Amazon 7. Wikipedia - Alexa research 2015
- 29. PASSIVE DISCOVERY Passive discoveryis the secondary action of search. It’s the reason we “surf” in the first place. We are passively seeking an experience, and trust the things we find on our own. Discovering something new is our purpose. - Alexa research 2015
- 30. SELF DISCOVERY = TRUST Themodern consumers build trust in a new way. They have found the value of the instant access of the internet and placed a high value on self discovery. THEY EVEN BLOCK YOUR ADS! Learn how to help aid in their discovery and you will gain their trust.
- 31. HEURISTIC BEHAVIORS heu·ris·tic: Enablinga person to discover or learn something for themselves. A consumer can determine if there is value in a web experience with in 1/20 of a second. If it is not valuable then they leave. On average a person only stays on 1,7 pages of a website. - Cliff Seal 2015
- 32. INFINITE NOISE Yankelovich, amarket research firm, estimates a consumer sees 5000 ads per day, not including social media content. By 2020 there will be 7 connected devices for every person on earth. Each device can create, and filter thenoise using algorithms. If we don’t give our mass media a strong personal twist, we can’t reach consumers anymore. - Gartner Research 2015
- 33. AD BLOCKING 27% ofBelgian consumers use ad blocking software. In the US this is 18%. It is also estimated this number will double in 2016. Globally there are 185 million global users of ad blocking software. - Pagefair and Adobe, 2015
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- 35. MICRO MOMENTS These arecritical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends. There are 3 critical aspects of micro-moments for mobile shoppers. Google Think, Micro Moments
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- 37. LEADERS VS LAGGARDS Companiesexcelling at customer experience outperform the S&P index by 30%, and customer experience laggards by 65%. It must be looked at as a product you produce. - Watermark Consulting CXI LEADERS 43,0% S&P 500 INDEX 14,5% CXI LAGGARDS -33,9% Cumulative Total Return 50% 40% 30% 20% 10% 0% -10% -20% -30% -40%
- 38. Carole Lamarque KEY RULESOF CONTENT
- 39. WHAT IS GREATCONTENT? Authenticity Modulate Senses Real Beauty Speed Personal 1 2 3 4 5 6
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- 41. Never before hasthe human race been better at spotting a fake. “The viewer’s eye has become a lot more sophisticated,” and what it wants above all is something real. Getty Images Director of Visual Trends, Pam Grossman,
- 42. AUTHENCITY 94% Articles that containimages get 94% more views than articles without
- 43. Users clicking onphotos of real life people are twice as likely to convert to a sale. Tangible proof that real rules according to the Wall Street Journal, Olapic co-founder Jose de Cabo discovered that… That’s something any marketer can get on board with. 2X AUTHENCITY
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- 48. SQUARESPACE & JEFFBRIDGES
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- 50. OVERLOAD CAN OVERCOMEBY REAL BEAUTY Our culture has succumbed to information overload, but our senses still yearn to be stimulated. What happens to real meaning in an age of digital excess? Technology has developed around us at such a break-neck pace that few have had a chance to catch their breath. We want what’s real or at least, what feels real.
- 51. Speed 1 2 34 5
- 52. Speed, agility andtopicality will be key to overcoming info overload SPEED, AGILITY, IN THE MOMENT OVERLOAD CAN OVERCOME BY
- 53. Personal 1 2 34 5 6
- 54. PERSONAL Seeing a partof yourself or something familiar in a visual is the first step toward evoking emotion, which is the first drive of behavioral change. OVERLOAD CAN OVERCOME BY
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- 58. CONSUMER REVIEWS People willgoogle everything when they’re about to buy a new product. Brands must be consistent on every channel, like review blogs. If you lie about quality or service, they will find out and it will cost way more money than you spend on convincing them.
- 59. IT TAKES 12POSITIVE EXPERIENCES TOMAKE UP FOR ONE UNRESOLVED BAD EXPERIENCE - “Understanding Customers” by Ruby Newell-Legner
- 60. LESS SPENT ONPAID MEDIA MEDIA SPENT AS % OF ANNUALREVENUE Storytelling companies spend nearly 3x more on media as a percent of revenue than Storydoing companies 4,0% 1,4% 3,4% 2,8% 2,9% 2,7% 1,1% 1,0% 1,2% 1,0% 2011201020092007 2008
- 61. MORE SOCIAL AWARENESS NUMBEROF SOCIAL MEDIA MENTIONS 2008-2011(MILLIONS) Storydoing companies are mentioned much more in social media conversations 44% 0,3% 9,9% 27,6% 1,9% 2,2% 2011201020092008 STORYTELLING STORYDOING 2,8% 0,8%
- 62. BETTER FINANCIAL PERFORMANCE REVENUEGROWTH RATE (2007-2011) 0% 2% 4% 6% 8% 10% 12% Storytelling Storydoing OPERATING INCOME GROWTH RATE (2007-2011) 0% 2% 4% 6% 8% 10% 12% Storytelling Storydoing 14% 16% 18% Storydoing companies outperform storytelling companies in toppling sales… And in finding better ways to reduce costs and optimize assets1 2
- 63. HIGHER VALUATIONS STOCK PRICECAGR(2007-2011) Storydoing stock price growth demonstrates the value created trough their actions -6% -4% -2% 0% 2% 4% 6% Storytelling Storydoing
- 64. Carole Lamarque INFLUENCER MARKETING CANBE THE SOLUTION
- 66. WHY DOES THIS MATTERTO YOU? Word-of-mouth recommendations are the primary factor behind 20-50% of ALL purchasing decisions – McKinsey +20%
- 67. WHY DOES THIS MATTERTO YOU? 73% of Millennials feel it’s their responsibility to help their friends and family makes smart purchase decisions – Fleischman-Hillard and Hearst Magazine +73%
- 68. WHY DOES THIS MATTERTO YOU? Brand advocates are 70% more likely to be seen as a good source of information by people around them – MarketingCharts 70%
- 69. WHY DOES THIS MATTERTO YOU? 90% of advocates write something positive about their purchase experience – McKinsey 90%
- 70. WHY DOES THIS MATTERTO YOU? NEGATIVE MESSAGES CAN REDUCE MARKET SHARE BY 20% In the mobile-phone market they observed that the pass-on rates for key positive and negative messages can increase a company’s market share by as much as 10% or reduce it by 20% over a two-year period, all other things being equal. – McKinsey -20%
- 71. WHY DOES THIS MATTERTO YOU? 12% increase in brand advocacy on average generates a 2X increase in revenue – Harvard Business School Press +12%
- 72. START DOING IT! ONLY20% DO IT TODAY! Only 20% of brands are using advocate and referral programs in their marketing – MarketingCharts +20%
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- 76. The CMO willhave the largest IT budget in organizations by 2017. Gartner Research 2014
- 77. VUCA WORLD COMPLEXITY VOLATILITY AMBIGUITYUNCERTAINTY Multiple key decisions factors Rate of change Lack of clarity about meaning of an event Unclear about the present How much do you know about the situation Howwellcanyoupredicttheoutcomeofyouractions Gives you an overview of the link between how well you can predict the results of your actions and how much you know about certain situations. VUCA world is a term which describes where people and organisations find themselves at this very moment.
- 78. SYSTEMSARCHITECT The increasing technology enablesmarketing to connect the systems creating seamless experiences. Marketers need to be or have true innovative architects to connect and collect data to build contextual cross channel experiences.
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- 80. Start measuring digitalexpertise every new job interview you organise. Whatever the vacancy is about
- 81. BEST IN CLASS 10Luxury Brands go Head to Head
- 82. The luxury industryis one of the most competitive in the world, and social media is the newest battleground to develop loyalty and brand heritage.
- 83. QUALITY OVER QUANTITY The mostimportant element for luxury brands on social media seems to be their storytelling abilities when it comes to their products and brand heritage, rather than the number of social media posts.
- 84. The future belongsto those who understand what is possible and use modern media to build trusted relationships and valued experiences. Advertising alone will not get us there! CONCLUSION
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- 86. CAROLE LAMARQUE [email protected] +32 47833 7000 @caroberry FOLLOW ME ONTWITTER MOVIE: THE BAND WAGON