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Marketing 3.0Mental Models for a new Marketing Transformation !
Mental Models for a Marketing Transformation
Marketing 1.0
History
Marketing 2.0
History
Marketing 3.0
History
IOT will re-shape marketing
KeyTrend
IOT will re-shape marketing
KeyTrend
The New Mental Models For Marketing Transformation
"The ideas and beliefs we use to guide our actions”
Kill Digital Marketing
Its Marketing in a digital world !
Where are the next gen CMOs ?
There’s a close link between the degree of digital acumen CMOs display and the financial performance of the enterprises for which they work: 43 percent of outperformers are “Digital Pacesetters,” compared with just 25 percent of “Traditionalists.” - IBM Report
Marketing 2.0 = Brand Equity + Demand Generation
Marketing 3.0 = Experiences + sales
IOT will eat your TVC !
Perceptions are no match for experiences !
Assumption data Vs. Consumption data
Forget Pre-Testing. Its now agile real time testing
The bling of Big data!
Think dashboard first
Campaigns Vs. Always-on
Where is your POEM ?
Why POEM ?
Reach x Frequency Paid : Owned : Earned
Bury TOM and say hi to WOM ?
How many people talked about you today ?
The new key metric to measure…
Its share of ‘connectedness’
A narrower top funnel ?
Stop spraying and praying. Define your addressable audience ?
De-Link Performance Marketing from SEM,email..
Any marketing activity that drives real time consumer conversion
UE Vs. USP
Content marketing is the new advertising
Is your brand John Doe?
Does your brand have an opinion ?
Buy a mannequin. Dress it up to personify your brand !
Only ears ? No brain ?
Go beyond social media listening centresBuild Star Trek Style Command Centres
The App Trap
Does your brand need a daily check in ?
PR is dead !
Corporate communications is now social media
Build brand ecosystems not a key visual
What set of experiences will define your brand ?
The mirage of a million paths !
Humans are creatures of habit. An erratic path to purchase eventually ends up in a pattern.
The Three Layers of Marketing Integration !!!
1. Between offline – online 2. Within Digital3. Enterprise wide integration, esp. sales & service
The engine for new age marketing: The Digital Marketing Stack
4Ps Then Now
Price Cost+ Priced for consumption
Place Store Your home
Promotion ( Marcom ) Advertising Content Marketing
Product Tangible / Service The product promise is the product
Finally, The Famous 4Ps of Marketing