DFB2B 2016 - Hoe je als markteer waarde toevoegt aan je bedrijf.
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This document appears to be a marketing strategy presentation by Professor Henry Robben. It discusses the need for marketers to reinvent themselves by embracing passion, curiosity, imagination, vision, decisiveness, authenticity and balance. It notes that there is something "rotten" in marketing and that marketers are not seen as leaders. It emphasizes self-management and discovery for marketers. The presentation also covers topics like digital disruption, the challenges of analog vs digital customers, and the need for marketers to be leaders on the forefront of change.
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DFB2B 2016 - Hoe je als markteer waarde toevoegt aan je bedrijf.
- 1. @henryrobben marketingstrategy Marketing With Balls reinventing the way marketers do marketing Prof.dr. Henry ROBBEN Nyenrode Business Universiteit
- 2. Nice to meet you! Let’s stay in touch. Professor of Marketing ● Advisor ● Catalyst ● Strategic decision processes ● Reading ● First-Person Shooters ● Cycling ● Oranje +31 626 556 572 Henry Robben henry_robben henryrobben henryrobben.com h.robben@nyenrode.nl 2
- 3. @henryrobben marketingstrategy It’s a page-turner, innovative, fast- paced, normative, eye-opening, science-based, and sphincter- tightening. 3
- 4. discover manage respect maintain reclaim embrace passion ● curiosity ● imagination vision ● decisiveness ● execution authenticity ● balance ● openness our raison d’être the impact we have lost in a transparant society
- 6. @henryrobben marketingstrategy 6 There’s something rotten in the state of Marketing n o t s e e n a s l e a d e r s ! n o t i n t h e b o a r d ! n o t l e a d i n g
- 9. @henryrobben marketingstrategy 9 marketing is: building sustainable business a competence, not a department by definition, it is people business
- 12. @henryrobben marketingstrategy CompanyPerformance Characteristic / Behavior Characteristic /
- 13. @henryrobben marketingstrategy The Offside The Bright Side The Dark Side apathetic passionate obsessed disinterested curious paranoid sterile imaginative disconnected purposeless visionary fundamentalist undecided decisive arrogant paralysed executive bully subjugated authentic fake meaningless balanced instrumental unreceptive open rude
- 14. @henryrobben marketingstrategy What is the value proposition of the marketer in the digital arena?
- 15. Leadership Behavior social ! on all levels ! situational
- 16. @henryrobben marketingstrategy Marketing Leadership Behavior = ⨍(Personality, Environment) 16
- 17. @henryrobben marketingstrategy So what should I do as a marketer?
- 18. @henryrobben marketingstrategy Look at yourself as a Piece of Art Self- Management Discovery Respect BHAG R&R C2C 18
- 20. @henryrobben marketingstrategy Marketers need to pay more attention. 20
- 21. Making something great is the goal—Ed Catmull
- 22. @henryrobben marketingstrategy Markets have become arenas. If you don’t win, you die. 22
- 27. Analog Customer Exploitation Closed Digital Arena Exploration Open a marketer faces four paradoxes.
- 29. we know what to do, we know why we should do it, and we know how to do it yet most businesses and individuals don’t do what’s good for them.
- 31. @henryrobben marketingstrategy Exploration changing the business Exploitation running the business Capture value@company Creation value@customer
- 37. Disruption is everywhere. “Disruptive Innovation?” by Christensen, Raynor & McDonald Harvard Business Review, December 2015
- 38. Retailing: Amazon (1994) Auctions: eBay (1995) business disruption Search & Advertising: Google (1998) Television: YouTube (2005)
- 39. “Now that the asteroid of digitized information has hit, the global economy has changed forever. The era of traditional, hierarchial market domination by dinosaur companies is coming to an end. The world now belongs to smarter, smaller and faster-moving enterprises. This is certainly true now for information-based industries, and it will soon be true for more traditional industries as well.” Salim Ismail – p. 135 The new Cambrian explosion?
- 41. De Volkskrant, April 23, 2016
- 46. @henryrobben marketingstrategy 46 Marketing Leadership Be on the forefront, creating a significant positive and enduring difference.
- 47. @henryrobben marketingstrategy Thank you! That’s it folks! Let’s stay in touch. +31 6 26 556 272 h.robben@nyenrode.nl