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