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Ottobre 2015
Marketingplaybook2020
Daniel Casarin
strategic & creative partner
@advmedialab
daniel@advmedialab.com
+39 345 5755352
skype daniel-casarin
3
La tecnologia e il comportamento
dei “consumatori” si evolveranno
in modo imprevedibile da qui ai
prossimi 5 anni. Come reagirà il
mondo del marketing?
4
The job of being a marketer in
2015 is undoubtedly more difficult
than it was 20 years ago. The
proliferation of channels,
markets, and, importantly,
incomes in emerging markets
around the world, has made
marketing a complex discipline.
5
MOBILE
6
VIDEOMOBILE
7
VIDEOMOBILE
REALTA’ VIRTUALE
8
ETNOGRAFIAREALTA’ VIRTUALE
VIDEOMOBILE
9
Mentre alcune delle risposte già le
conoscevamo, alcune previsioni
toccano una gamma più ampia di
argomenti.
10
Most branded content will come
from consumers.
11
12
Transparency is the new black.
13
Consumers expect more
information from the brands they
use and they expect brands to do
good. They reward companies
that have similar values and ask,
"Is the brand good for me (the
consumer) and good for we
(society as a whole)?
14
1515
Internet of things
16
Connected everything: homes,
TVs, cars, jet engines,
locomotives, wearables, lights. As
marketers, pay particular
attention to TV, as the web starts
to power your remote control,
look for more new players with
high-quality content.
1717
Need-Based Ads
Predictive Ads
1818
Owning your audience
1919
20
Over the next five years we’ll see
technology . . . become a part of
the core fabric of marketing
itself.
21
Information overload
22
Information will be everywhere.
23
Data will underly everything.
24
Big data will get personal. The
revolution that has changed how
brands go to market will become
personalized and allow
individuals to use data to pursue
their passions and goals.
2525
Prediction
26
27
The central issue for a marketer
will be winning a battle for
cultural relevance.
Culture will still be king. People
will continue to care more about
culture than products, so brands
that operate on a cultural level
will be the winners of the future
as they are of the present.
28
29
Product development life cycle is
vanishing. We see it happening
everywhere—the incredible
acceleration of product
development, testing, iteration,
and roll-out processes.
30
31
32
33
Product and marketing campaign
development will be on similar
time frames, and the ability of
those on the marketing/
advertising side of the fence to
inform the product development
process with what ought to be
superior understanding of
consumer needs is a profound one.
34
35
Banner e advertising
36
Banner advertising, through
innovation, will actually work.
Rather than disrupting user
experience, media will provide
added value to a website, giving
the consumer what they want,
producing tangible results.
37
38
Good agencies will act like
product companies, not service
companies.
3939
How to prepare for the
2020 consumer?
Continuous capacity building
1. Extreme customer centricity
2. Technology as a facilitator
3. Selling without selling
40
41
80-90% of your online success
depends on your offline behavior.
Extremecustomer
centricity.
42
Make more money
Make it more efficient
Enhance experience
Technologyas
afacilitator.
43
It’s not about your product,
it’s about your story.
Sellingwithout
selling.
44
Successful story =
Added value inspiration
for consumers the right
context.
45
Increase the impact through a
shared purpose and value.
46
https://www.youtube.com/watch?v=Y8iYhEYon9Q
47
48
The 2020 Marketing department
SMALLER MARKETING DEPARTMENT
AGILE STRATEGY
AND VISION
PROJECT
LEADER
49
The 2020 Marketing department
Marketing departments will
downsize to become more
flexible. Companies will
increasingly work with small,
specialized external parties.
50
Prepare yourself for
Marketing 2020.
1. Managing the “why” of business
2. Discipline of a samurai
3. Fire bullets first, then grenades
Grazie per l’attenzione!
Daniel Casarin
strategic & creative partner
@advmedialab
daniel@advmedialab.com
+39 345 5755352
skype daniel-casarin
Adv Media Lab
Performance Marketing e Conversion
Rate Optimization Agency
Adv Media Lab è un incubatore di soluzioni
e servizi avanzati di digital strategy e
performance marketing. Siamo una realtà
internazionale che offre consulenza,
progettazione, formazione e sviluppo di
soluzioni integrate e innovative per la
crescita di un’azienda.

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