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Eric Yale - How To Thrive in the Post-Digital Age - Tips and Case Studies for How to Succeed

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Eric Yale

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Eric Yale - How To Thrive in the Post-Digital Age - Tips and Case Studies for How to Succeed

  1. 1. © 2017 Forrester. REPRODUCTION PROHIBITED. @ericyale #DSPhilly Eric Yale, Senior Consultant Welcome to the Post-Digital World
  2. 2. 2© 2017 Forrester. REPRODUCTION PROHIBITED.
  3. 3. 3© 2017 Forrester. REPRODUCTION PROHIBITED. © 2017 Forrester Research, Inc. Reproduction Prohibited
  4. 4. 4© 2017 Forrester. REPRODUCTION PROHIBITED.
  5. 5. 5© 2017 Forrester. REPRODUCTION PROHIBITED. Frictionless Anticipatory Immersive
  6. 6. 6© 2017 Forrester. REPRODUCTION PROHIBITED. Why “post-digital”?
  7. 7. 7© 2017 Forrester. REPRODUCTION PROHIBITED. 1. Thanks to digital devices, customers are entitled.
  8. 8. 8© 2017 Forrester. REPRODUCTION PROHIBITED. 4.5
  9. 9. 9© 2017 Forrester. REPRODUCTION PROHIBITED. Source: Forrester’s North American Technographics® Online Benchmark Survey, Q3 2011, Base: 57,751 US online adults 18+ Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2016; Base: 60,049 US online adults 18+ We are always addressable 51% 2011 67% 2016
  10. 10. 10© 2017 Forrester. REPRODUCTION PROHIBITED. 2. The digital distinction has dissolved.
  11. 11. 11© 2017 Forrester. REPRODUCTION PROHIBITED. 59%
  12. 12. 12© 2017 Forrester. REPRODUCTION PROHIBITED.
  13. 13. 13© 2017 Forrester. REPRODUCTION PROHIBITED. 3. Digital insights fuel business strategy.
  14. 14. 14© 2017 Forrester. REPRODUCTION PROHIBITED.
  15. 15. 15© 2017 Forrester. REPRODUCTION PROHIBITED.
  16. 16. 16© 2017 Forrester. REPRODUCTION PROHIBITED.
  17. 17. 17© 2017 Forrester. REPRODUCTION PROHIBITED. What is post-digital marketing?
  18. 18. 18© 2017 Forrester. REPRODUCTION PROHIBITED. Post-digital marketing is doing what you say.
  19. 19. 19© 2017 Forrester. REPRODUCTION PROHIBITED. What media should I buy? How can I solve customer problems?
  20. 20. 20© 2017 Forrester. REPRODUCTION PROHIBITED. What next offer will drive a customer purchase? How can I reduce the stress of my customer’s decision process?
  21. 21. 21© 2017 Forrester. REPRODUCTION PROHIBITED. How many impressions (or clicks) did I drive? Have I consistently demonstrated my brand promise everywhere?
  22. 22. 22© 2017 Forrester. REPRODUCTION PROHIBITED. Legacy marketing manners don’t work anymore Source: "Who's Most Useful Of Them All?" T3 (http://www.t-3.com/useful-brands/). Source: In a survey conducted in partnership with DMNews, 43% of B2C marketers indicated they were "still experimenting" with digital. See the "2015: The Year Of The Big Digital Shift“ Forrester report. 85% 43% Of consumers say adverting has little to no influence on them when making purchase decisions Of marketers still don’t know which digital marketing methods work for them
  23. 23. 23© 2017 Forrester. REPRODUCTION PROHIBITED. Change your mind(set). › Think about what marketing actually is › Reimagine the marketing function and your role in it › Think about how you participate in the rest of your company
  24. 24. 24© 2017 Forrester. REPRODUCTION PROHIBITED. Human Helpful Handy The new rules of post-digital marketing
  25. 25. 25© 2017 Forrester. REPRODUCTION PROHIBITED. Be human
  26. 26. 26© 2017 Forrester. REPRODUCTION PROHIBITED.
  27. 27. 27© 2017 Forrester. REPRODUCTION PROHIBITED.
  28. 28. 28© 2017 Forrester. REPRODUCTION PROHIBITED. Be helpful
  29. 29. 29© 2017 Forrester. REPRODUCTION PROHIBITED.
  30. 30. 30© 2017 Forrester. REPRODUCTION PROHIBITED.
  31. 31. 31© 2017 Forrester. REPRODUCTION PROHIBITED. Be handy
  32. 32. 32© 2017 Forrester. REPRODUCTION PROHIBITED.
  33. 33. 33© 2017 Forrester. REPRODUCTION PROHIBITED.
  34. 34. 34© 2017 Forrester. REPRODUCTION PROHIBITED. Human Helpful Handy
  35. 35. 35© 2017 Forrester. REPRODUCTION PROHIBITED.
  36. 36. 36© 2017 Forrester. REPRODUCTION PROHIBITED. Do what you say › The post-digital world is here – even if you’re still getting used to digital. › Post-digital marketing requires an entirely new mindset. › Be human. Be helpful. Be handy. Starting right now.
  37. 37. 37© 2017 Forrester. REPRODUCTION PROHIBITED. Thank you FORRESTER.COM Eric Yale eyale@forrester.com @ericyale

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