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Evangelism and The Future of Digital Marketing
Timo Elliott, Global Innovation Evangelist, SAP
@timoelliott
What Is An Evangelist?
The Greek word εὐαγγέλιον (latinized to Evangelium) originally meant a
reward given to the messenger for good news(εὔ = "good", ἀγγέλλω = "I bring a message“)
New Technology = Business Opportunity
SOCIALCLOUDANALYTICSMOBILE
SCAM
?
The World Changed. Did Your Marketing?
Five Key Trends in The Future of Marketing
1. Branding
2. Power
3. Engineering
4. Being Interesting
5. Community
1. Branding
Brand (Still) Exist Only in Consumers’ Brains
Marketing
Experience
Peers
Digital Campaigns
“Like A Girl”
“Real Beauty”
“Stratos”
The $30M Tweet
Eighty-four million impressions from a Twitter exchange (and counting!)
2. Power (to the People)
80% of CEOs think they deliver a superior customer experience
Source: The New Yorker— but only 8% of customers agree.
This Is The Real Opportunity
Millennials trust strangers over family and friends. They lean on User-Generated Experiences for purchase decisions.
Source: Brian Solis’ Future of Business, 2013
73% of people surveyed wouldn’t care if the brandsthey use disappeared from their life.
Source: Co.Exist
3. Engineering (Is The New Marketing)
Old Marketing:
1. Think up campaign
2. Push it at people
3. Gather leads
4. Think up new campaign
New Marketing:
1. Build great product
2. Customers tell friends
3. Build community
4. Use community to build even better product
Now more than ever, your product IS your marketing
Instagram: 30 million users. $1Bn valuation.
ZERO marketing staff
Back to the Origins of Marketing
“Marketing and innovation produce results; all the rest are costs.
Marketing is the distinguishing, unique function of the business.”
Peter Drucker, 1954
From “Marketing”To “Experience”
We need to spend less time telling people how great
we are, and more time being great
Would a cool tweet help?
This Doesn’t Help Much, Either…
Are you the taxi company, or Uber?
“If you have to be naked, you’d better be buff”
Don Tapscott
Marketing becomes part of what you sell
[The end-to-end experience]
We ALL Want Luxury Service
A Seamless Experience
Use Design Thinking to Rethink What You Sell
4. ROI = Return On Interesting
Howard Gossage
Be Interesting
Marketing used to be about making a myth and telling it. Now it’s about making a truth and sharing it.
Marc Mathieu, Unilever
We need to stop interrupting what people are interested in, and be what people are interested in.
Craig Davis, J. Walter Thompson
You Are Not That Interesting
Challenge: do a campaign without creating any content yourself…
5. What’s Interesting?
Need DEEP understanding
Screw “personas” — go and talk to people!
DEEP UNDERSTANDING
Good marketing comes from people who understand the customer experience…
…and that comes from actually engaging with customers
© 2014 SAP AG. All rights reserved. 33
Listening to Customers
Community-Created Content
Vincent Boon
Community at SAP: >2.5 Million Members
B2C or B2B? No, H2H
Human to HumanCreating content for people, not “targets”
Content
Communication
CommunityIteration
This Takes Technology
AnalyticsCollaboration
Omnichannel personalization
The Right Incentives
Conclusion
1. Brand is in the eye of consumers
2. It’s about power to the people
3. Engineering is the new marketing
4. ROI = Return on Interesting
5. What’s Interesting? (Community!)
Evangelism!• Find good news• Share it
Thank You!Timo ElliottVP, Global innovation Evangelist
@timoelliott
ReturnOnInteresting.com