Date post: | 18-Jul-2015 |
Category: |
Marketing |
Upload: | erik-suhonen |
View: | 116 times |
Download: | 1 times |
Goal: Create sustainable competitive
differentiation through successful products
/ services
#MarketHacking
Who is this dude?
20+ yrs tech/media/advertising (9 yrs at Yahoo)
Marketing, product, strategy, ecosystem
Founder and Advisor
USC MBA
Market framework with virtuous
cycleCorp goals
Customers
Competitors
Market dynamics
Market opportunity
Products & services
Go To Market
Market reaction
Market framework with virtuous
cycleCorp goals
Customers
Competitors
Market dynamics
Market opportunity
Products & services
GTM & Launch
Market reaction
Corp goals
Measurable Will we have an accurate way of measuring
progress?
Time-based 3 years, annual, quarterly
Attainable Will we have the resources required?
Agility Can we and how will we react if we miss?
Culture What will happen when we miss?
Market framework with virtuous
cycleCorp goals
Customers
Competitors
Market dynamics
Market opportunity
Products & services
GTM & Launch
Market reaction
Customers
What is a customer?
Future (where the puck will be)
Customer segments
Benefits-based segments
Use cases
Demo, geo, behavioral, psychographic, title
Signals and sources
Create a customer virtuous cycle in
a value ecosystem
16
Advertisers1. Developers employed by advertisers create
& deploy apps
2. Developers employed by advertisers build
tools for their teams to manage display &
search creative and bidding
Agencies1. Developers employed by agencies develop
apps on behalf of their advertisers
2. Developers & designers employed by
agencies deploy digital creative for their
advertisers
Consumers1. Consumers download & interact with apps
from developers employed by advertisers,
agencies & publishers
2. Consumers engage with digital creative from
advertisers & agencies built and deployed
from developer apps
Publishers1. Developers employed by publishers create
apps to host content, monetized by ads
= customer activities
Mo
ne
tiza
tion
Con
ve
rsio
ns
Spend
Content
Our company
Market framework with virtuous
cycleCorp goals
Customers
Competitors
Market dynamics
Market opportunity
Products & services
GTM & Launch
Market reaction
Competitors
What is a competitor?
Alternatives to customer needs (defined by
customers, not by you)
Diminishes customer value (money, data,
attention, advocacy, etc.)
Frienemies and coopetition
Future
Competitor segmentation
Signals and sources
Competitive landscape
19
HighLow
Lo
ng
te
rm v
alu
e t
o
cu
sto
me
rs
Short term value to customers
Hig
hL
ow
Our co
Co 2Co 3
Sweet spot
Short term value: revenue + engagement lift + brand value lift
Long term value: competitive advantage + high value to customers + sustainable
Co 5
Co 6
Co 1
Co 4
Competition Comparison
20
# of
customers
Products w/
broad adoption
Market de
facto standard
Current | 2013 Current | 2013 Current | 2013
Mobile
Search
Mobile
Social
Media
Cloud
Media
Media
Co 1
Co 2
Co 3
Co 4
Co 5
Market framework with virtuous
cycleCorp goals
Customers
Competitors
Market dynamics
Market opportunity
Products & services
GTM & Launch
Market reaction
Market dynamics
How will your customers and competitors
react to potential changes in:
Technological
Economic
Political
Other…
Market framework with virtuous
cycleCorp goals
Customers
Competitors
Market dynamics
Market opportunity
Products & services
GTM & Launch
Market reaction
Market reaction
Why buy / not buy?
What else did customers consider?
Was our customer segmentation
correct?
How did competitors respond?
Was our competitive segmentation
hypothesis correct?
How did the press respond?
Signals, signals,
everywhere
Market intelligence
Customer expressed
Customer behavior
Competitor expressed
Competitor behavior
Investor expressed
Investor behavior
Partner expressed
Partner behavior
Analysts
Press
3rd party data
providers
Other…
Customer and competition
intelligence: EXPRESSED Expressed = what they say
Direct Customer Councils
Indirect Owned media (website, app, etc.)
Paid media (ads, email newsletters, etc.)
Job postings and layoffs
Earnings calls
Regulatory filings
Become a customer
Customer and competition
intelligence: BEHAVIOR
Behavior = what they do
Earned media (social networks, app
ratings, company ratings, etc.)
Content consumption
Customer purchases
Competitor acquisitions
Social Intelligence Opportunity
85% of enterprises will use social information
to support other business-critical decisions
like research and product development
1.5 billion conversations an hour on social
media platforms
Social media users share 30 billion pieces of
content – comments, opinions, information
videos, podcasts and photographs – each
month
Just 15 years ago, none of this existed
Source: IDC and Computer Weekly
Market Intel Tools & Data
Social Listening (what are people saying), Social Analytics (what are people doing), Social Intelligence (decision making) Topsy
DataSift
Gnip (acquired by Twitter)
Sprout Social (FB and Twitter)
Iconosquare (Instagram)
Hootsuite (reporting)
Amobee
Oracle Social Cloud
Many more…
Google Alerts
Moat.com: messaging and landing pages for paid media
Etc…
#MarketHacking take-aways
To understand the market opportunity,
you must first understand corp goals,
competitors, customer and dynamics
Sustainable competitive differentiation is
a real-time, agile, iterative cycle (chess
game)
Make customers your BFF, and
supplement with real-time signals and
tools