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Marketing transformation Vaasu Jan 20th

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Distilled insights into what will drive marketing transformation

Veröffentlicht in: Marketing
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Marketing transformation Vaasu Jan 20th

  1. 1. Marketing 3.0 Mental Models for a new Marketing Transformation ! Mental Models for a Marketing Transformation
  2. 2. Marketing 1.0 History
  3. 3. Marketing 2.0 History
  4. 4. Marketing 3.0 History
  5. 5. IOT will re-shape marketing Key Trend
  6. 6. IOT will re-shape marketing Key Trend
  7. 7. The New Mental Models For Marketing Transformation
  8. 8. "The ideas and beliefs we use to guide our actions”
  9. 9. Kill Digital Marketing Its Marketing in a digital world !
  10. 10. Where are the next gen CMOs ? There’s a close link between the degree of digital acumen CMOs display and the financial performance of the enterprises for which they work: 43 percent of outperformers are “Digital Pacesetters,” compared with just 25 percent of “Traditionalists.” - IBM Report
  11. 11. Marketing 2.0 = Brand Equity + Demand Generation Marketing 3.0 = Experiences + sales
  12. 12. IOT will eat your TVC ! Perceptions are no match for experiences !
  13. 13. Assumption data Vs. Consumption data Forget Pre-Testing. Its now agile real time testing
  14. 14. The bling of Big data! Think dashboard first
  15. 15. Campaigns Vs. Always-on Where is your POEM ?
  16. 16. Why POEM ? Reach x Frequency Paid : Owned : Earned
  17. 17. Bury TOM and say hi to WOM ? How many people talked about you today ?
  18. 18. The new key metric to measure… Its share of ‘connectedness’
  19. 19. A narrower top funnel ? Stop spraying and praying. Define your addressable audience ?
  20. 20. De-Link Performance Marketing from SEM,email.. Any marketing activity that drives real time consumer conversion
  21. 21. UE Vs. USP Content marketing is the new advertising
  22. 22. Is your brand John Doe? Does your brand have an opinion ?
  23. 23. Buy a mannequin. Dress it up to personify your brand !
  24. 24. Only ears ? No brain ? Go beyond social media listening centres Build Star Trek Style Command Centres
  25. 25. The App Trap Does your brand need a daily check in ?
  26. 26. PR is dead ! Corporate communications is now social media
  27. 27. Build brand ecosystems not a key visual What set of experiences will define your brand ?
  28. 28. The mirage of a million paths ! Humans are creatures of habit. An erratic path to purchase eventually ends up in a pattern.
  29. 29. The Three Layers of Marketing Integration !!! 1. Between offline – online 2. Within Digital 3. Enterprise wide integration, esp. sales & service
  30. 30. The engine for new age marketing: The Digital Marketing Stack
  31. 31. 4Ps Then Now Price Cost+ Priced for consumption Place Store Your home Promotion ( Marcom ) Advertising Content Marketing Product Tangible / Service The product promise is the product Finally, The Famous 4Ps of Marketing

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