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The New Rules of Marketing by Peter Fisk

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Summary of Peter Fisk's keynote at Google Campus on 7 Sep 2016. More at theGeniusWorks.com or email peterfisk@peterfisk.com

Publicado en: Empresariales

The New Rules of Marketing by Peter Fisk

  1. 1. The New Rules of MARKETING • growth hacking • customer analytics • platform innovation • storytelling brands • social influencers • enabling experiences • exponential impact peterfisk@peterfisk.com www.theGeniusWorks.com
  2. 2. Changing the gameThe opportunities of change The new rules of marketing
  3. 3. A new breed of business (new technologies, new business models, new leadership) is emerging to address a new generation of customers (new audiences, new geographies, new aspirations). Marketing exists to connect businesses and customers, in relevant and profitable ways. A new approach to marketing is therefore required. Some of the new approaches, and maybe the language, will be familiar. But not all, and not joined up as a fundamental approach to driving business performance.Together, some call it Marketing 4.0 or Exponential Marketing, but whichever labels you apply, it involves a seismic shift in philosophy and practice. It fundamentally challenges every marketer who still turns first to their strategic plan. And then to their advertising agency, or even their web developer. It is fundamentally digital in mindset, but human as well as technological. It demands analytical thinking, content and networks, but also vision and creativity. It requires new types of leaders, and a new mindset for every marketer. It is built around 7 transformations. These are the “new rules of marketing” …
  4. 4. The opportunities of change
  5. 5. Marketing has changedMaking sense of change
  6. 6. Unlimited opportunity
  7. 7. People want and expect more
  8. 8. Complex and realtime
  9. 9. Investors expect and want more
  10. 10. Time to supercharge your marketing
  11. 11. Changing the gameThe opportunities of change
  12. 12. Anything is possible
  13. 13. Your future for $99
  14. 14. Uber and beyond
  15. 15. Global internet for all
  16. 16. Xiaomi, the new Apple
  17. 17. es 1. 23 & Me 2. Aravind 3. Editas 4. Genentech 5. Intuitive Surgical 6. Narayana Hosp 7. Organova 8. PatientsLikeMe 9. Scanadu 10. Second Sight 1. Amazon 2. Aussie Farmers 3. Etsy 4. Farfetch 5. Le Pain Quotidien 6. Pinterest 7. Positive Luxury 8. Trader Joe’s 9. Yihaodian 10. Zappos 1. Apple 2. Beauty’in 3. DJI 4. Go Pro 5. Lego 6. Method 7. Natura 8. Nike+ 9. Oculus Rift 10. Renova 1. Alibaba 2. ARM 3. Bharti Airtel 4. GE 5. Google X 6. OneWeb 7. Raspberry Pi 8. Samsung 9. Slack 10. Xiaomi 1. Aeromobil 2. Air Asia 3. Airbnb 4. CitizenM 5. Emirates 6. Kulula 7. RedBus 8. Uber 9. Virgin Galactic 10. Zipcars 1. 3DHubs 2. Corning 3. DP World 4. Dyson 5. Embraer 6. Local Motors 7. Space X 8. Syngenta 9. Tata 10. Tesla 1. Brewdog 2. GrameenDanone 3. Graze 4. Juan Valdez 5. LA Organic 6. Moa Beer 7. Modern Meadow 8. Nespresso 9. Yeni Reki 10. Zespri 1. Ashmei 2. Beats 3. Desigual 4. Jonny Cupcake 5. Inditex 6. Patagonia 7. Rapha 8. Shang Xai 9. Threadless 10. Tom’s 1. Aspiration 2. La Caixa 3. Fidor 4. First National 5. Moven 6. M-Pesa 7. Robinhood 8. Square 9. Umpqau 10. Zidisha 1. Al Jazeera 2. Coursera 3. Netflix 4. Periscope 5. Pledge Music 6. Red Bull 7. RiotGames 8. Ushahida 9. ViceMedia 10. WeChat futureproduct futurefashion futurefood futurehealth futuretech futuremakersfuturebank futuretravel N/S American brands European brands African/Arab brands Asia/Pacific brands futuremedia This image cannot currently be displayed. 1. Ashoka 2. AzuriTech 3. Graal Bio 4. IBM 5. IDEO 6. Kickstarter 7. Li & Fung 8. Live Nation 9. Salesforce 10. Y Combinator 1. Bitcoin 2. Bhutan 3. City FC 4. The Elders 5. Lovemarks 6. ParkRun 7. Planetary Res 8. WWF 9. Zoe Suggs 10. You futureservice futurebrands © Peter Fisk 2016 peterfisk@peterfisk.com GAMECHANGERS: WORLD’S MOST DISRUPTIVE INNOVATORS futurestore
  18. 18. audacious
  19. 19. networked
  20. 20. intelligent
  21. 21. collaborative
  22. 22. Change Why enabling
  23. 23. Changing the gameThe opportunities of change The new rules of marketing
  24. 24. Growth Hacking … Forget the old approach to strategic planning that is slow, structured and stable – instead think of strategy like a portfolio of fast and relentless experiments, seizing and shaping the best opportunities for growth. It still needs direction and choices – a vision still matters, making sense of change, having a clarity purpose, and a defined context in which to hack. Strategy becomes agile and creative, outside in, big ideas and small experiments, driven by changing markets and customer aspirations, rather than fixed by your own capabilities and products.
  25. 25. +genius 1. Growth Hacking
  26. 26. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius 2021 2016 1. Growth Hacking
  27. 27. Customer Analytics … Forget mass-market segmentation, whether geographic, demographic or anything else. People are individual, and don’t want standardised solutions.The power of big data, connecting and interpreting, automating and exploiting – together with more qualitative and creative insights through customer immersion and “design thinking” – is used to focus, engage, customise, deliver, support, enable the right customers over time. Linking to the hack culture, is the ability to keep learning, about people, about yourself, and what works.
  28. 28. +genius 2. Customer analytics
  29. 29. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius ConsumerBusiness 2. Customer analytics Use data, insight and immersion to think like your consumers, from the “outside in”
  30. 30. Platform Innovation … Forget innovation around a product, or even a service.Think strategically about how you can shape the market, in particular the platform that engages buyers and sellers, suppliers and distributors. Business model innovation, channel innovation, price innovation, then follow. Consider the 36 options – you could try any of them. Give your product away free – how could you still make money? Innovation is about shaping the market and all its dynamics to your advantage, whilst also personalised for each individual through micro-innovation – collaborative and customised solutions and experiences.
  31. 31. +genius 3. Platform innovation
  32. 32. Make and distribute business model eg CocaCola Microsoft Spectrum retail business model eg Amazon Marks & Spencer Make and sell direct business model eg BMW, HSBC Niche retail business model eg ToysRUs,Wiggle License to make business model eg ARM, Ed Hardy Curated retail business model eg Fab, Positive Luxury Membership club business model eg Costco, Quintessentially Crowdfunded ventures business model eg Kickstarter, Zidisha Opensourced community business model eg RedHat, MySQL Subscription payment business model eg FT.com, Graze Buyer and seller marketplace business model eg Etsy, NYSE Micro payments business model eg Flattr Grameen Danone Collaborative consumption business model eg Buzzcar, Regus Regular Replacement business model eg Gillette, Nespresso Branded Consortia business model eg Cisco, Spar Advertising or Sponsorship business model eg Google, Metro Newspapers Listed or Promoted business model eg Monster Linkedin Network builders business model eg Hotmail, Twitter Demand then Made business model eg ZaoZao, Threadless Auction retail business model eg eBay, Sotheby Knowledge and time business model eg McKinsey, Harvard Franchised retail business model eg McDonalds, Subway Certification and endorsement business model eg ISO, Verisign Remainder retail business model Eg Saks, Vente Privee Multulevel marketing business model eg Tupperware, Natura Group buying business model eg Groupon, Huddlebuy Reverse auction business model eg Priceline Freemarkets Shared rental business model eg Zilok, Hilton Tradeable currency business model eg Bitcoin Air Miles Freemium pay within business model eg Angry Bird, Coursera Transaction facilitator business model eg Paypal, Visa Pay as you go business model eg AzuriTech Techshop Dynamic pricing business model eg Expedia, Uber Reputation builders business model eg Tripadvisor, PaywithaTweet Customer data business model eg Facebook, 23andMe Non-profit business business model eg Oxfam Wikipedia Maker models Channel models Crowd models Payment models Exchange models Asset models © Peter Fisk 2015 More details in the new “Gamechangers” book +genius 3. Platform innovation
  33. 33. Brand Storytelling … Forget brands built around who you are – brand logos, slogans and ownership. People engage with brands about them, brands that reflect their aspirations, and brands that connect them with other people who share their values and aspirations. Brand stories are living fables, encouraged by the company, but interpreted and spread by people to people. Learn from the storytelling techniques of JK Rowling and Disney Pixar, embrace the “liquid and linked” ideas of Coca Cola. Content must be realtime and relevant, and keep moving forwards. Encouraged but not controlled. Inspiring, human and memorable.
  34. 34. +genius 4. Storytelling brands
  35. 35. +genius 4. Storytelling brands
  36. 36. Social Influencers … Forget advertising, whether a TV campaign with 30 second slots, or even personalised mailings – people are not listening, and they don’t trust you. Instead they trust people like them, friends and peers.Word of mouth in a digital world, PR and celebrity endorsement is replaced by Instagramers orYoutubers who they trust. If you are a fashion brand, Michelle Phan should be your best friend (and could be your biggest competitor too), or DewPiePie in gaming, and Gary Veynechuck in wines. But its more than just the mavans, its creating ideas that spread, and helping them gain viral velocity. Brand stories, advocates, and community building help to guide and shape this influence.
  37. 37. +genius 5. Social influencers
  38. 38. Movement Collaborative Customer Customer Customer Customer Customer Customer Brand- enabled community Co-enable Co-design Co-create Co-sellCo-support Co-consume 5. Social influencers
  39. 39. Enabling Experiences … Forget customer experiences as a semi-automated series of incentivised touchpoints built around the “sale”, think instead from a customer’s perspective.Think about the experience they have – the outcomes, not the inputs, what they do not what you do.Which is usually more about how they use, apply and exploit the products and services which they buy, rather than the purchase itself.Think about Harley Davidson (a brand, not about bikes, but about loving the freedom of the road, dressed in black leather, together). Use their language, think about their experience, and how they use, store, apply and even dispose of products and services. Enable them to achieve more.
  40. 40. +genius 6. Enabling experiences
  41. 41. Commodity product Branded product Personal service Branded experience Customer’s experience Distinctive design Empathetic delivery Integrated journey Enabling more 2c coffee beans 20c branded coffee $2 coffee in store $20 lunch with friends Addedvaluethrough differentiation Added value through relevance 6. Enabling experiences
  42. 42. Exponential Growth … Forget an obsession with sales volumes, even revenues, which are the short-term measure of sales people. Marketers should be focused on growing the business – profitably and sustainably – creating a better business future, and a long-term platform and guide for customers.Think profitably.Think growth.Think economic value creation. Exponential growth is now the expectation of investor, achieved by harnessing the power of branded networks, social influence and agile business models. Fast, exciting and rewarding.
  43. 43. +genius 7. Exponential impact
  44. 44. +genius 7. Exponential impact
  45. 45. These new rules of marketing, and specifically the 7 transformations, are the cornerstones of my next book and also of a new range of inspiring keynotes and practical workshops.We explore each mantra in detail, with detailed case studies together with the tools and partners for action. Whilst of course, every market and every business is different, the 7 mantras are a provocative challenge for change. Of course, solutions are not black and white. Every business still has a mix of structured and hacked strategy, uses a box of earned and paid media, and has a balance of push and pull. But it is a rapidly changing area, a revolution. Marketing is the driving force of business – it moves the business forwards, shapes the future, engages the customer and aligns the organisation to deliver. It is the growth engine, the innovation catalyst and customer champion. Markets are changing at incredible speed, requiring new agility and new capability. There has never been a more exciting time for marketing, or to be a marketer.
  46. 46. Fast, smart and focused Connecting ideas and people Passion to make life better Zoom in And Zoom out Shaping your own vision Making sense of change Persisting to make it happen © Peter Fisk 2014 Gamechangers.pro
  47. 47. +genius
  48. 48. +genius
  49. 49. +genius Are you ready?
  50. 50. The New Rules of MARKETING • growth hacking • customer analytics • platform innovation • storytelling brands • social influencers • enabling experiences • exponential impact peterfisk@peterfisk.com www.theGeniusWorks.com

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