1. Non Traditional Marketing
Iñigo Gallo
Assistant Professor – IESE Business School

2. “It’s hard to say exactly what has driven the shift -
perhaps it is our connected lives, or our abundance
of choice, or the ability to get what we want when
we want it. But anyway you explore the trend, a new
consumer is emerging: the Empowered Consumer”
Steven Rosenbaum

4. new consumer?
NEW CMO?
doing
orga-
nizing
planning

5. doing
orga-
nizing
planning
challenges we face

6. doing
orga-
nizing
planning
challenges we face

7. CHALLENGE #1: understand new journey
% of
decisions?
90% of
budgets

8. CHALLENGE #1: understand new tool kit

9. CHALLENGE #1: understand new tool kit

10. CHALLENGE #2: audiences vs. consumers
be part of
the
conversa-
tion*
generate
the
conversa-
tion
*25% of content that appears in web searches for specific brand names is
generated by consumers

15. CHALLENGE #2: audiences vs. consumers
be part of
the
conversa-
tion
generate
the
conversa-
tion

17. 0
5
10
15
20
Daily Once a
week
Once a
month
Once a
year
Never
done this
MBA interactions w/ brands on social media

18. averageviewsxvideo–top100globalbrands

21. how to overcome the
lack of engagement?

22. 22

23. What
consumers
care about
What I
know about

24. the art of storytelling

25. CHALLENGE #3: experiences vs. products

29. experiences
around your
product

30. Enjoy it out of home
(with someone else)
PRODUCT
yogurt

33. Enjoy it out of home (with
someone else)
PRODUCT
Closer to cafeteria
style & participate in
the elaboration process
coffee

35. Enjoy it out of home (with
someone else)
PRODUCT
Participate in the
elaboration process
Learn: analyze,
track, compare, …
tennis gear

38. how do you
communicate an
experience?

39. communication of experiences
is PERSUASIVE as long as it
helps consumers TRANSPORT
into the experience

44. doing
orga-
nizing
planning
#1 new journey
#2 audiences
#3 experiences

45. doing
orga-
nizing
planning

46. CHALLENGE #1: complex media plans

49. CHALLENGE #2: understanding new metrics
Source: Hoffman and
Fodor, Can You Measure
the ROI of Social Media
Marketing?, MIT Sloan
Management Review,
2010

52. Don’t give me information…
Give me INSIGHT

53. CHALLENGE #3: understanding attribution

54. 1 Prepare your data
store it so that
comparison is
easy
detect patterns
and apply
simple rules

55. CHALLENGE #3: understanding attribution

56. 1 Prepare your data
2 Experiment
TV spending
organic search
display advertising

57. culture of
experimentation

58. 1 Prepare your data
2 Experiment
3 Apply statistical models

59. math increasingly
important

60. doing
orga-
nizing
planning
#1 media plans
#2 metrics
#3 attribution

61. doing
orga-
nizing
planning

62. CHALLENGE #1: break the silos

63. develop / find the talent!

64. digital
marketing
doesn’t matter
marketing in a
digital world
does

66. transactional
customers
consultative
customers
Know what they want
You: commodity
Don’t want to meet
Cost focus
Criteria: price &
convenience
Have a problem
Value your time
Want meetings
Advice focus
Criteria: expertise
& trust
type of products / clients / salespeople
$
Source: Neil Rackham, To increase sales change the way you sell, IESE Insight 2014

67. CHALLENGE #2: more agencies, less work

68. CHALLENGE #2: more agencies, less work
jury not
out yet
coordi-
nation
costs up
respon-
sibility
still
yours

69. CHALLENGE #3: total transparency, a must

72. challenges we face
doing
orga-
nizing
planning

73. Non Traditional Marketing
Iñigo Gallo