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This presentation in given at the STOSO 2014 congress 28 May 2014 "Our Reliance on technology". The themes of this presentation given by Hans Kooistra of the nextpractice-institute: 1- What are the technology changes that drive changes into the business models of organizations -> The shift is the convergence of humans, devices, information and knowledge 2- The new challenge for corporations and governments is how to in cooperate customers and citizens in there business processes. 3- Our trail of Internet behavior combined with AI technologies, cognitive, behavioral, neuro sciences give marketers unprecedented possibilities the help customers to fulfill their needs. This give marketers a high responsibility it is time for RESPONSIBLE MARKETING and stop to see clients only as a scratch-card or cash machine. Organizations should focus on helping me (we are all customers) with: live my live, do my job/tasks, feel good, look good, save money, entertain me, live a healthy life, decide, achieve my ambitions and goals, increase my power to act wisely, surprise me,live a meaningful and joyful life, keep me informed and support my loved one's. If you do this well customers will rewarded organizations generously so stop BULLSHIT MARKETING
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© nextpractice-institute
Why progress in technology demands responsible marketing
STOSO congres Groningen 28 May 2014 !
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Hans Kooistra nextpractice-institute !
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What are the technology changes that drive changes into the business models of
organizations ?
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impact of science and technology on society
AI Adaptive Manufacturing Big Data & Analytics IoE NBIC (Nanotechnology, Biotechnology, Information technology & Cognitive science ) Robotics Combinatoric Innovations Open Source
where are we now?
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and the cost of that technology ?
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Singularity
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From T Ford to 3D printed car
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work
learn
connect
get stuff done
assess
do business
behave
get informed
interact
interact
shop
entertain
decide
play
anticipate
Transformational for the way we
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the transformation is about
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blending of retail, ict, games, entertainment, social, publishing, events, tv
of physical & digital
of technology and Maslov
of strategy, design, culture, branding,
marketing, sales, customer service, fulfillment, ict
business and
behavior models
new (human) interaction interfaces
speech, 3D gesture, mind control, interactive glass,
google glass
combinatoric innovation and technology
social, IoT, big data, analytics, cloud, mobile, sensors, algorithms
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everything that can be flowcharted ...... Watson better than people
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everything that can flow through a wire flows to the best and cheapest in the world
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operational excellence can be bought !
for repetitive work man becomes a commodity
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Behavioral Science
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Optimize for the subconscious Neuroscience Big Data
Sources Hooked Model by Nir Eyal Behavior Model B. J. Fogg
Wheelofpersuasion Bart Schutz© nextpractice-institute
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Sensors
with us
in us
on us
aroundus
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Behavior
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Behavioral Science Big Data
AI Utopia for Marketers
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The shift !
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the convergence of humans, devices, information and knowledge
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“We teach people that everything that matters happens between your ears, when in fact it
actually happens between people.” Sandy Pentland
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Technology doesn’t mitigate the need for human skills, but it will
change which skills are most highly valued.
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Where are we better at? imagination creating looking noticing listen
accept change exploring empathize transform persevere ambition experience imagination curious
interested mystery surprise believe compassion happiness joy delight affection excite confidence
angry sad hope fear frustration disgust
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it facilitates
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traditional improvements push out
time, effort, routine,costs of the processes and the organization
make it simpler, better, cheaper, richer and faster
create new experiences engage with people in a way you could not
do before
to create value for people and organizations
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The better definitions are focused upon customer orientation and satisfaction of
customer needs.
What is Marketing?
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The future of marketing starts and ends with data, technology, and measurability.
Digital marketing is more than a type of spend or channel it is an organizational frame of mind.
Eat, sleep, and love your customer. Repeat.
Marketing volgens #FutureMKTG
marketing is still about helping customers meet their needs The Future of Marketing In 20 Tweets
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Marketing trendrapport Berenschot more than 360 marketers participated
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technology approach
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the marketing solution
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Do you see the client as a scratchcard or cash machine?
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marketing ?
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Design for
Functionality Usage
Esthetic / Beauty Emotion
Engagement Kindness Surprise
Meaningfulness© nextpractice-institute
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Help me to: !
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live my live do my job/tasks feel good look good save money entertain me live a healthy life decide achieve my ambi:ons and goals increase my power to act wisely surprise me live a meaningful and joyful life keep me informed support my loved one's
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it’s time for responsible marketing
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Stuff to watch
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Money that can have a
memory and purpose
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the end of more?
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Technology should enhance the executive power of humankind
Why are we so bussy?
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“Wisdom of the Crowd”
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“Commons”
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What do Uber, Airbnb Ebay have in common?
they integrate the "crowd" in their primary process in both the customer and supplier role
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“Democracy has Bad Taste”
Grayson Perry Podcast
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Hans Kooistra E: hans.kooistra@nextpractice-institute.com M: +31 6 5575 4106
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