1.
FUTURE OF MARKETING
Prof.Dr.AungTunThet

2.
Marketing • Re-position strategic role
• Drive above-market growth
• Deep knowledge of customer

3.
Marketing • Five things same as context
changed
• Two things different

4.
1. Understanding
Customer
• Everything including decision and
experience journeys
• Deliver at every touch-point
• Build trusting relationship so
customers advocate for brand

5.
2. Value
Proposition
• Companies build innovation
engine to continually improve as
competitive environment changes
• Broaden thinking to innovate
business model

6.
3. Science • Big Data
• Neuro-marketing

7.
4. Art • Focus on platform ideas
• Work in any media
• Amplified by customer

8.
5. Trust • Foundational
• Business practices transparent
• Live values

9.
Two Things
Different
1. Real time
• Customers move in the moment
• Budgets quarterly and annually
• Different ways of working to react
and move in real time with
customer

10.
Two Things
Different
2. Personalized
• Digitization of customer decision
journey
• Easier for people to research and
buy different products

11.
Two Things
Different
2. Personalized
• Unprecedented degree of insight
into what people really want
• Creating relevant
communications, truly personal
connections, and messages
• Convey brand’s value that
differentiate excellence

12.
Marketing • Understand customer
• Design differentiated offering
that communicate brand’s unique
value
• Deliver above-market growth

13.
Marketing • Strategic function
• Build influence as strategic
partners
• Develop more customer-centric
organization

14.
Marketing • Define “value proposition”
• What it means for every
interaction with customer
• What every function needs to do
• How they can do it
• What metrics need to be in place

15.
Marketing • Address fear and role in inhibiting
innovation
• Language use change
• Experiment, iterate, and learn

16.
DISCOVER, DESIGN, DELIVER:
3D MARKETING

17.
Growth • Excellent capabilities must
• Not enough

18.
Companies • Excellent capabilities around three
“Ds”
1. Using data to discover insights
2. “Translating” insights into
design of products, strategies, or
services
3. Deliver them effectively to
marketplace

19.
Finding growth • Tapping new markets (i.e.
products, segments, geographies)
• Digging into data
• Create “opportunity map”
• Discover superior insights into
customers
• Design great products and offers
• Deliver to market flawlessly

20.
Building 3 Ds:
Discovery
Design
Delivery
• Companies excel in three areas

21.
Discovery • Pull relevant data sets
• Analyze at high speed
• Turning into relevant business insights
• Deliver those insights to decision
makers
• Thorough understanding of customer
decision journey

22.
Discovery • Excellence in:
• Advanced Analytics
• Consumer Decision Journey
Analysis
• Connecting data to organization

23.
Design • Creation of business strategies,
processes, pricing programs,
products, and experiences
• Learning what customers care
about, how they truly behave, what
their needs are, and what
influences them

24.
Design • Learn what is and is not working
• Innovate new solutions
• Assess economics and feasibility
• Implement

25.
Design • Excellence in:
• Strategy
• Branding
• Performance Management

26.
Delivery • Getting right offerings to
individual customers across
complex of online and offline
channels
• Orchestrate delivery of products
and offers across marketing and
sales channels

27.
Delivery • Excellence in:
• Multichannel customer experience
• Sales

28.
Connecting 3 Ds • Equal emphasis on individual and
team excellence
• Break away from “capability
excellence” mindset
• Focus on developing “throughput
excellence”

29.
Concrete Steps • Find weak links
• Ensure data-analysis have
frontline members
• Review key performance
indicators (KPIs)

30.
Effective 3D
Marketing
• Link analyses and decisions to
frontline realities
• Frontline understand logic behind
decisions

31.
TRENDS DRIVING FUTURE OF MARKETING

32.
Marketers • Constantly look into the
future
• Trying to predict next big
trend

33.
Top 10 Trends
1. Mobile center of marketing
2. Transparency dictate brand-
customer relationships
3. Need for good content will
not slow down
4. User-generated content new
hit
5. Social next Internet

34.
Top 10 Trends 6. Brands own audience
7. Brands solely-focused on
Millennials go out of relevance
8. Good brands behave like product
companies and not like service
companies
9. Personalized, data-driven
marketing become more refined
10.More accurate metrics will surface

35.
FUTURE OF MARKETING: MARKETING AS
SERVICE

36.
Marketing as
Service
• Not only targeting your
audience
• Taking right next step for
them

37.
Marketers • Create inner-operability
between your product and
other products so experience
seamless
• Historically about brand and
its product

38.
Airlines • “Product” when consumer
steps on plane, when they sit
down and when they land
• Once consumer off the plane
• Job done
• Not enough

39.
Airlines • Move beyond initial product
• Service about entire customer
journey – taxi ordered to get
to airport, food in the terminal
and when they’re on the plane
• Partner with other companies
to make experiences seamless
• ‘Connecting the dots’

40.
Marketing as
service
• Invest in cross-device consumer
ID
• Talk about customer experiences
when designing.
• Create cross-agency functional
teams
• Don’t call it innovation!

41.
THANK YOU!