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Dallas retail Summit - Succeeding in the Infinite Marketing Future

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Dallas retail Summit - Succeeding in the Infinite Marketing Future

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This is a variation of the Infinite marketer series specifically tailored to retail marketers, and presented at the Texas A&M Retail Summit 2015. This is a forward to the upcoming book Infinite Marketer to be published in 2016

This is a variation of the Infinite marketer series specifically tailored to retail marketers, and presented at the Texas A&M Retail Summit 2015. This is a forward to the upcoming book Infinite Marketer to be published in 2016

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Dallas retail Summit - Succeeding in the Infinite Marketing Future

  1. The Infinite Future How to build sustainable and scalable relationship with consumers in the infinite media environment.
  2. @msweezey This presentation will be covering a lot of slides in a very short amount of time. If you would like to follow along on your device please find my slides posted to slideshare now. Just go to @msweezey and there is the URL.
  3. 40X There  are  40X  more  marke-ng  channels  a  marketer  must  manage   in  2015  compared  to  1960.  This  increased  fragmenta-on  has   happened  as  a  result  of  infinite  media,  instant  connec-vity,  and   the  rise  in  mobility.      
  4. Limitless Channels Gartner  predicted  in  2014  that  by  2017  the  CMO  would   have  the  largest  IT  budget  in  the  company,  taking  it  away   from  the  CIO.      
  5. The  new  buyer  is  not  like  the  old  one.  They  are  mobile,  cross  channel,  and   highly  informed.  On  average  they  consume  3-­‐7  pieces  of  content  before   they  talk  to  sales.  The  average  person  between  35-­‐49  checks  Facebook  17   -mes  per  day.       BUYERS
 CHANGE GRANDPARENTS Are the fasting growing demographic on Facebook.
  6. ALWAYS Buyers  are  always  on.  There  are  more  people  in  the  world  with  a   cell  phone  than  there  are  those  with  clean  drinking  water,  or   electricity.  This  being  always  on  has  changed  them  behaviorally.   They  are  not  the  same  old  buyer,  but  rather  a  new  buyer.       ON 8 SECONDS AVERAGE HUMAN ATTENTION SPAN MicrosoO  in  their  quest  to   beQer  understand  the   human,  set  up  a  test  to   begin  to  evaluate  the   effects  of  mobile  media  on   buyer  behavior.  They   found  in  their  2013  study   the  average  adult  now  has   an  8  second  aQen-on   span.     IS SHORTER THAN A GOLDFISHES The  average  aQen-on   span  of  a  Goldfish  is  9   seconds.      
  7. Buyers  harness  more  power  when  they  do  a  single  Google  search   than  all  of  NASA  had  in  1969  to  land  a  man  on  the  moon.  Anything   can  be  found  in  an  instant,  and  if  it’s  not  they  they  leave.       INSTANT RESULTS 80% Bounce Rate On visits from Adwords 71% Have been Disappointed by content 25% Will never re-engage If disappointed once 1.70 Page views Per visit to your site
  8. Produc-on,  Technology,  Distribu-on,  and  Reach  are  all   democra-zed  making  the  rela-onship  you  have  with  your   consumer  the  only  sustainable  compe--ve  advantage.       Infinite Competition of Fortune 500 companies are removed from the list in Last decade (2004-2015)1/3
  9. You  no  longer  compete  with  those  in  your  own  industry,  but   rather  the  best  of  those  fields.  Consumer  are  now  comparing   all  experiences  against  each  other  rather  than  against  their   ver-cal.       Infinite Competition Buyers  harness   more  power   when  they  do  a   single  Google   search   Ease of Use   Buyers  harness   more  power   when  they  do  a   single  Google   search   Personality   Buyers  harness   more  power   when  they  do  a   single  Google   search   Service   Buyers  harness   more  power   when  they  do  a   single  Google   search   Relationship  
  10. Production   3-D printing has democratized production. Now anyone, anywhere, at anytime can print them selves products.
  11. Technology   SaaS technology democratized business operations. Now any business can have the best tool set to run their business, and build their product, with almost zero overhead.
  12. Distribution   Distribution and selling of goods has been democratized by online marketplaces. It is easier than ever to sell something at scale.
  13. ENVIROMENT
 CHANGED BUYERS
 CHANGE = Radical Changes Must Occur Buyers  harness  more  power   when  they  do  a  single  Google   search   Limitless Channels   Buyers  harness  more   power  when  they  do  a   single  Google  search   Always on   Buyers  harness  more   power  when  they  do  a   single  Google  search   Infinite Media   Buyers  harness  more  power   when  they  do  a  single  Google   search   Instant Expectations   Optimizing for small gains will leave you way behind in the infinitely changing world.   +   +  
  14. Relationships Are the life blood of every company in the future because they have properties which scale, have value, and become competitive differentiation in the world of infinite options. 01 Trump marketing campaigns
  15. Remember  “New  Coke”  the  only  reason  Coke-­‐a-­‐Cola  didn’t  lose   the  cola  market  was  because  of  their  rela-onships  which  they   build  during  WWII.  Where  they  made  sure  every  GI  got  a  Coke  for   five  cents,  where  ever  they  were  in  the  world.       Campaigns Can fail
  16. Kimpton  Hotels  is  using  “Journey    Builder”  to  build  long  las-ng   rela-onships  with  customers  even  outside  of  their  travel  schedule.   Technology  allows  this  to  happen,  far  surpassing  Dunbars  wildest   dreams.       They Can Scale
  17. Building  rela-onships  with  consumers  inner  desires  is  what  we   should  be  focused  on.  It  is  what  our  society  is  based  off  of,  and  the   best  way  to  drive  people  to  ac-on.  We  are  in  partnership  with  our   consumers  now,  not  producers  for  them.       Edward Bernay’s created Public Relations after learning from his uncle Sigmund Freud the power of the unconscious mind. He create a new form of strategic marketing which built relationships between products and consumers inner desires. Bernays Is Right
  18. What do consumers desire?
  19. “Consumers want honest and authentic experiences” -Joseph Pine II Author of the Experience Economy, Authenticity, & Infinite Possibilities
  20. “Consumers want honest and authentic experiences” -Joseph Pine II Author of the Experience Economy, Authenticity, & Infinite Possibilities
  21. Nobody Ever Said “I want content”They decide engage with content to solve goals, they engage with it because it aligns with their purpose The  worlds  best  media  brands  are  failing.  BBC  laid  of  500  reporters   last  year.  Gigaom  the  $22  million  dollar  backed  media  brand,  who   pioneered  blogging  closed  it’s  doors  aOer  8  years  in  2015.  We   need  to  be  rela-onship  brands.       Media Brands?
  22. This  is  the  first  -me  in  history  when  everyone  has  the  means  to   create  content,  distribute  content,  and  consume  content  with  no   fric-on.  This  has  created  an  insurmountable  amount  of  content.       Ubiquitous Content “1500 posts waiting for you when you log onto Facebook” -Facebook
  23. more often than they do those that simply urge them to buy the product being advertised. As a result, their path to purchase is actually their path to purpose. Consumers choose the brands that engage them on their passions and interests 42%
  24. Experiences which fulfill purpose are best #likeagirl campaign is watched by over 77 million fans  
  25. Their purpose’s for engaging with content are………
  26. Escape !People wanting to escape will lean on self discover and social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness.
  27. Discover!Discovery is one of the greatest gifts of the internet. We have both passive and active discovery modes. Active Discovery: Direct searches on the internet Passive Discovery: When you scroll down in Facebook
  28. Presence!Is the content which consumers create about themselves to validate the mediated self they are projecting. Simply engaging with this is fulfilling their purpose, and is helpful, and does not require you to create more content.
  29. Dynamic Relevance People will only engage with things which are relevant to them. If it is not relevant then it will not be engaged with. 02 Building a system of relevance is the only way to scale personal relationships
  30. Data Collection Buyers  become  highly  fragmented  beings  across  mul-ple  channels.  They  are  always   connected,  and  always  on.  The  only  way  to  reach  them  is  to  know  more  about  them,  and   understand  what  it  takes  to  really  be  relevant  to  the  modern  buyer.       You  no  longer  compete  with  those  in  your  own   industry,  but  rather  the  best  of  those  fields.   Consumer  are  now  comparing  all  experiences   against  each  other  rather  than  against  their   ver-cal.       Behavioral Data You  no  longer  compete  with  those  in  your   own  industry,  but  rather  the  best  of  those   fields.  Consumer  are  now  comparing  all   experiences  against  each  other  rather  than   against  their  ver-cal.       Psychographic Data Also  combine  with  all  other  internal  data.     CRM Data
  31. Personalized Experience Requires  you  to  know  each  and  every  person,  and  demands  a  system  of  relevance   which  touches  all  aspects  of  your  business.  This  puts  the  customer  success   plaeorm  at  the  heart  of  your  marke-ng  efforts.  Then  allows  for  scaling  across  all   channels,  with  dynamic  and  predic-ve  personaliza-on.      
  32. Companies  using  predica-ve  content   on  average  are  seeing  an  increase  in   revenue  by  15%.     Predictive Content Dynamic  content  suggests  the   best  next  piece  of  content   given  set  algorithms  of  most   likely  engagement.   Owned Experiences Crea-ng  customized   experiences  also  needs  to   happen  both  on  your  website   and  via  the  email  content.   +15% Revenue  
  33. Mindset > Branding You  can  not  control   what  is  wriQen  about   you  online,  but  you  can   control  how  you  act,   and  what  you  do  so  that   what  people  see  is  your   best  foot  forward.     03
  34. MINDSET!You will be measured by the total number of interactions. The goal of “Mindset” is to align every touch point with the idea of optimizing for a net positive experience. Branding is a departmental goal, Mindset is an organizational disciple.
  35. “SHIP MY PANTS”
  36. “SHIP MY PANTS”
  37. “SHIP MY PANTS”
  38. This is the value of the “switching economy” this means switching from one product to another. This makes the economy of switching the 10th largest economy in the world. $1.7 Trillion
  39. Relationships are hard to substitute! Having everyone in your company with the same mindset is the only sustainable way for you to proactively protect your brand from the infinite amount of content which will be published about you in the future. This is why companies like AT&T give CX a seat at the Executive Table.
  40. Action Branding Mass publishing is the lowest form of value of the internet. Realize that direct engagement is possible and offers a new level of relationships to form. 04 Validating their presence
  41. Shared Value + Shared Action = Shared Profit Action Branding Formula
  42. Shared Value + Shared Action = Shared Profit People want to rebuild Braddock PA. Levi wants to have people associate their clothes with work again. Levi puts money, and hires a company to coordinate community events to rebuild Braddock. People pitch in, and suggest projects, and execute them. They both profit from a better community, which got back to working again.
  43. PURPOSE!Action branding is a way to build brand via interactions which fulfill the purpose and desires of consumers. This is opposite of of passive “Branding” which uses imagery to associate feeling with products. Action branding is the way we should be looking to use social media in the future. By validating the purpose people are being social.
  44. Thank you
  45. Customer Case Study With:  

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