Top "pragmatically disruptive" trends from our President, Bob Pearson. Bob presented these at our recent PreCommerce Summit on the Thursday before SXSW.

1. Pragmatic Disruption of the
Status Quo – Key Trends
Bob Pearson, President W2O Group – 3/6/2014
Contents are proprietary and confidential.

2. The shift from the
“cloudy” to “never cloudy”
Infrastructure, business and social cloud create
the base to innovate from….
The CMO will define the next era
2 Contents are proprietary and confidential.

3. The shift from “Advertising” to
“Storytizing”
Customers help tell the brand’s story
Mad Men are now MiddleMen
Brand as publisher to brand as storyteller
3 Contents are proprietary and confidential.

4. •Contents are proprietary and confidential.
4
Channel-neutral
content

5. The shift from “big data” to
“forensic analytics”
The big 5 fundamentals – listening, influencers,
language, content & channel
The big 3 insights (multi-year, real-time,
location-based)
5 Contents are proprietary and confidential.

6. What if we could hear what is said for all retailers worldwide?

7. The shift from “smart phones”
to “mobile cortex”
300MM patterns in our brains driven by
neocortex shape how we digest info
Forensic analytics + our own actions =
extension of our neocortex/billions of patterns
7 Contents are proprietary and confidential.

8. Great ideas are often occurring outside your
normal zone of learning
An app that guides you to the right decision and
helps you improve
www.sharecare.com/askmd
8 Contents are proprietary and confidential.

9. The shift from “wearables” to
“human data center”
Anything our body does will generate data,
matched with all available content on a topic
Actions of our body lead to results on what to
do, e.g. Ask MD
9 Contents are proprietary and confidential.

10. The shift from “DMA & Q scores” to
“DNA & IQ Tracking”
Understand influencers by town, city, state,
country to build a brand’s DNA for paid/earned
Track people of value from character algorithms
to network analysis
10 Contents are proprietary and confidential.

11. The shift from “who you know” to
“custom search engines”
Understand exactly what your customer base
does, desires and counts on
Any discrete set of people or things can be
turned into a custom search engine
11 Contents are proprietary and confidential.

12. *From 6,050 physician conversation collected from WCG’s MDigital Twitter Database between 5/12 – 9/12
What Pediatricians Are Talking About….
Your Brand’s Custom Search Engine Will Inform You
About the Market• Index of top customers, resellers, OEMs, influencers shows what they do/like/share
• Redefines how you deliver content/plan next steps

13. The shift from “paid media”
to “smart media”
Companies will have their own trading desks
Earned media insights will shape how we use
paid
Customer networks will create new channels by
country by brand
13 Contents are proprietary and confidential.

14. Flight 1/Pilot
Inefficient Media Mix
Content Capsules tested to
identify lead content, project
reach of Earned media
Flight 2
Optimized Media Mix
Content Capsule adjusted for
lead content, media mix
optimized to account for Earned
Flight 3
Ideal Media Mix
Content Capsule and media mix
fully optimized for best return
PAID EARNED
Earned Media will Innovate Paid Media…..
Pivot enables A/B/C/D/E/F testing

15. The shift from “passive CRM”
to “CRM enablement”
Enable customers to learn the full story via an
email, share what they learn with peers and
separate those who share vs. those who do
nothing
Move from ½ percent conversion to 5-10%
sharing/learning/conversion
15 Contents are proprietary and confidential.

16. The shift from 1:1 outreach to building media
channels by brand
As the 9% becomes empowered, the
opportunity to build a new channel worldwide
emerges……
16 Contents are proprietary and confidential.

17. The shift from random outreach of employees
to the creation of a company social network
17 Contents are proprietary and confidential.

18. The shift from e-commerce
to precommerce
How channels change in importance over time
Match up timing with needs of customer
Provide content they want on 1st visit
Create an “agile” 365 content approach
18 Contents are proprietary and confidential.

19. The shift from responsive design to responsive
experience
More than 50% of traffic to your website comes
from a phone or tablet
19 Contents are proprietary and confidential.

20. Is the visit to your channel
generic?......
20 Contents are proprietary and confidential.

21. …..or customized to let your visitor know
you know who they are….
21 Contents are proprietary and confidential.

22. The shift from 86% of clinical trials being
delayed to 86% enrolling early
Mass media gives way to highly focused
outreach to right patients
Health is transformed as medicine reaches the
market earlier
22 Contents are proprietary and confidential.

23. The shift from data proliferation to global data
supply chain
Right data sources for 100+ countries, all
languages, private APIs and de-duplication of
data
23 Contents are proprietary and confidential.

24. The shift from solo agencies to channel
partners
Who is best in each area and how do we
provide best in class service together?
24 Contents are proprietary and confidential.

25. The new era is here…
it is one that is
Never Cloudy….
25 Contents are proprietary and confidential.