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Ottobre 2015
Marketing playbook 2020
Daniel Casarin strategic & creative partner @advmedialab
daniel@advmedialab.com +39 345 5755352 skype daniel-casarin
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La tecnologia e il comportamento dei “consumatori” si evolveranno in modo imprevedibile da qui ai prossimi 5 anni. Come reagirà il
mondo del marketing?
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The job of being a marketer in 2015 is undoubtedly more difficult
than it was 20 years ago. The proliferation of channels,
markets, and, importantly, incomes in emerging markets around the world, has made
marketing a complex discipline.
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MOBILE
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VIDEOMOBILE
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VIDEOMOBILE
REALTA’ VIRTUALE
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ETNOGRAFIAREALTA’ VIRTUALE
VIDEOMOBILE
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Mentre alcune delle risposte già le conoscevamo, alcune previsioni
toccano una gamma più ampia di argomenti.
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Most branded content will come from consumers.
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Transparency is the new black.
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Consumers expect more information from the brands they use and they expect brands to do
good. They reward companies that have similar values and ask,
"Is the brand good for me (the consumer) and good for we
(society as a whole)?
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Internet of things
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Connected everything: homes, TVs, cars, jet engines,
locomotives, wearables, lights. As marketers, pay particular
attention to TV, as the web starts to power your remote control, look for more new players with
high-quality content.
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Need-Based Ads
Predictive Ads
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Owning your audience
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Over the next five years we’ll see technology . . . become a part of
the core fabric of marketing itself.
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Information overload
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Information will be everywhere.
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Data will underly everything.
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Big data will get personal. The revolution that has changed how brands go to market will become
personalized and allow individuals to use data to pursue
their passions and goals.
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Prediction
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The central issue for a marketer will be winning a battle for
cultural relevance.
Culture will still be king. People will continue to care more about culture than products, so brands that operate on a cultural level will be the winners of the future
as they are of the present.
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Product development life cycle is vanishing. We see it happening
everywhere—the incredible acceleration of product
development, testing, iteration, and roll-out processes.
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Product and marketing campaign development will be on similar time frames, and the ability of
those on the marketing/advertising side of the fence to
inform the product development process with what ought to be
superior understanding of consumer needs is a profound one.
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Banner e advertising
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Banner advertising, through innovation, will actually work.
Rather than disrupting user experience, media will provide added value to a website, giving the consumer what they want,
producing tangible results.
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Good agencies will act like product companies, not service
companies.
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How to prepare for the 2020 consumer?
Continuous capacity building 1. Extreme customer centricity 2. Technology as a facilitator 3. Selling without selling
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80-90% of your online success depends on your offline behavior.
Extreme customer centricity.
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Make more money Make it more efficient Enhance experience
Technology as a facilitator.
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It’s not about your product, it’s about your story.
Selling without selling.
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Successful story = Added value inspiration for consumers the right
context.
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Increase the impact through a shared purpose and value.
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The 2020 Marketing department
SMALLER MARKETING DEPARTMENT
AGILE STRATEGY AND VISION
PROJECT LEADER
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The 2020 Marketing department
Marketing departments will downsize to become more
flexible. Companies will increasingly work with small, specialized external parties.
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Prepare yourself for Marketing 2020.
1. Managing the “why” of business 2. Discipline of a samurai 3. Fire bullets first, then grenades
Grazie per l’attenzione!
Daniel Casarin strategic & creative partner @advmedialab
daniel@advmedialab.com +39 345 5755352 skype daniel-casarin
Adv Media Lab Performance Marketing e Conversion Rate Optimization Agency
Adv Media Lab è un incubatore di soluzioni
e servizi avanzati di digital strategy e
performance marketing. Siamo una realtà
internazionale che offre consulenza,
progettazione, formazione e sviluppo di
soluzioni integrate e innovative per la
crescita di un’azienda.
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