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CMOs are becoming technologist

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In a world where Experience is the new branding,
CMOs are becoming technologist! Presentation at FeWEB Congress 2016

Veröffentlicht in: Business
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CMOs are becoming technologist

  1. 1. IN A WORLD WHERE EXPERIENCE IS THE NEW BRANDING, CMOS ARE BECOMING TECHNOLOGIST! LAURENT BOUTY THE BEYONDERS
  2. 2. HOW TO EXIT THE COMMODITISATION TRAP? Photo credit: Jez Timms
  3. 3. Commoditisation Customers are increasingly choosing products and services based on the quality of the experiences they have with them
  4. 4. 4 HUMANMore than a user More than a buyer More than a segment Photo credit: Frank Mckenna
  5. 5. EXPERIENCE IS THE NEW BRANDING
  6. 6. 6 EXPERIENCES CREATE VALUE
  7. 7. HOW TO DESIGN EXPERIENCES? TODAY? Photo credit: Paul Green
  8. 8. INFINITE TOUCHPOINTS
  9. 9. ALREADY IN AN PHYGITAL WORLD?
  10. 10. THE BRAND EXPERIENCE IMPERATIVE
  11. 11. CMO Challenge(s)
  12. 12. Brands around the world spent more than $1 trillion on marketing in 2014, of which technology comprised about 1% and advertising comprised about 50%.
  13. 13. 10x in 10 Years
  14. 14. PRIORITIES BUDGET POWER
  15. 15. ROI MATH MEN NOT MADMEN PUBLISH OR PERISH MASS PERSONALISATION CLOSE THE DEAL
  16. 16. ABOUT THE AUTHOR Laurent Bouty is Academic Director of an Advanced Master in Creativity and Marketing at Solvay Brussels School and Partner of FUTURELAB and THE BEYONDERS. Connect me on: LinkedIN (https://be.linkedin.com/in/laurentbouty) Twitter (@lbouty) Email (laurent@bouty.net)

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