Marketing industry leader and author Jon Wuebben reveals the future of the marketing practice in his new book, Future Marketing: Winning in the Prosumer Age. Jon is the Founder & CEO of Content Launch, a content marketing platform.
3. We are both producer AND consumer
We comment, we share, we promote
Motivated to seek challenges & discover new
perspectives
Enabled by Web 2.0
Open source revolution (Linux, Wikipedia)
Prosumers = new market segment
THE PROSUMER
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5. Internet of
Things (IoT)
TECHNOLOGY IMPACT
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Big Data
3D Printing
Marketing
Technology
Marketing automation, content
marketing platforms, CRM, analytics
www
7. Value of the experience lasts
PEOPLE WILL BUY EXPERIENCES
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Doing things makes people happier than having things
Anticipation of an experience vs. anticipation of a purchase
“-inging” experiences by adding value to goods by adding
services to the things we buy
Holographic experiences
Bass Pro Shops, REI, Pike Place Fish Market
8. • Engagement
• Experiences
• Personalization
• Passion
FROM THE “4 P’S” TO…
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Each component focuses on the relationship you have with
your prosumer customers
9. ?!?
IBM study of 1,500 global CEOs: most desired skill for
leaders of the future is creativity
Creativity is never a commodity
Creativity and innovation are linked
New aptitudes: “The 6 Senses” (D. Pink)
CREATIVITY RISING
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Creativity is a part of all of them.
Symphony Empathy Play Meaning Story Design
10. MARKETING IN 2021
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From Brands Platforms
From Mass Media Memes & Movements
From Brand Messages Multi-Sensory Experiences
Storytelling and Audience Connection Through Virtual Reality
From a Pricing/Benefits Concern “Show Me the Genuine
Passion for What You’re Pitching”
11. MARKETING IN 2021
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From Strategic Planning Based Around Products/Services
Adaptive Strategy based around Customers
From Uninformed Guessing Real World, Data-Driven
Simulations
From Web 2.0 Fully Realized Semantic Web
Human Thinking Cognitive Enhancement
From the Mass Market Niche Explosion
12. MARKETING IN 2030
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“Computers Everywhere” or a “Ubiquitous Internet”
in the air around us
Augmented, Immersive Experiences
Artificial Marketing Intelligence
Widespread Internet of Things
13. MARKETING
POTENTIAL: loT
@JonWuebben
Easy Exchange
of Sales Data
Smarter CRM:
Instantaneous
Customer
Analysis
Devices That
Know They're
Dying
Predictive
Social Media
100%
CTR (Click
Through Rate)
CRM
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15. 7
BIG
THEMES
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We all want
to improve
our lives
Efficiency
(hyper-
efficiency)
Greater
inter-
dependency
Greater
empowerment
of the
individual
Change
speeds up
“Passion-
purpose-
authenticity”
thing
Redefinition
of the
person
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