Transforming business at the intersection of marketing and technology

1. MARKETING REBOOT
Transforming business at the intersection of
marketing and technology
Michele Arpaia
Industry Retail Specialist

3. Game-Changing Technologies
MOBILITY
IoT
BIG DATA

6.  Macy's is a mid-range chain of department stores owned by
American multinational corporation Macy's, Inc.
https://www.youtube.com/watch?v=c3h0eKGfUfI
 Macy’s uses a number of iBeacons within the store to make each product in its store
interactive, communicating with the customers as they shop.
IoT: Macy’s way

7.  Macy’s uses a number of iBeacons within the store to make each product in its store
interactive, communicating with the customers as they shop.
 This interactive mobile merchandising platform allowed Macy’s to track the consumer
movement throughout the store, greeting them with different offers, discount coupons
and product recommendations depending on the floor of department the customer is
on.
Proximity marketing & location based mobile engagement has been talked
about as one of the most breakthrough technologies for brick and mortar
retailers looking to innovate and bridge the gap between the digital world
today’s consumers are so connected with and the physical shopping
experience.
 Macy's s a mid-range chain of department stores owned by
American multinational corporation Macy's, Inc.
IoT: Macy’s way

8. BIG DATA =
PERSONALIZATION

11. The ultimate goal
of Marketing…
http://www.smh.com.au/digital-life/mobiles/live-apple-iphone-6-goes-on-sale-20140919-10j2vc.html

12. Once upon a time, there
were 4 Ps…

13. What’s wrong with the
4Ps???
NOTHING! They simply
don’t work anymore.
New business models
have made them
obsolete.

14. A new way
ahead…S.A.V.E.
me!!!
Solution
Access
Value
Education

16. This resulted in
the creation of a
new P…(oh no!!!)

18. “The essence of the Purple Cow —
the reason it would shine among a
crowd of perfectly competent,
even undeniably excellent cows —
is that it would be remarkable.
Something remarkable is worth
talking about, worth paying
attention to. Boring stuff quickly
becomes invisible.”

19. Remarkable marketing is the art of building
things worth noticing right into your product or
service. Not just slapping on the marketing
function as a last-minute add-on, but also
understanding from the outset that if your
offering itself isn't remarkable, then it's invisible
— no matter how much you spend on well-
crafted advertising.

20. An Australian purple cow…
With a 3D Designer you
choose the shape, colour
and height of your shoes
Return within 365 days
and we’ll remake them
free of charge or offer a
full refund
Obsessive search for
customer behaviours to
facilitate custom made shoes