Marketing Playbook 2020 // The next marketing manager
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The document outlines the evolving landscape of marketing through 2020, emphasizing the unpredictable nature of consumer behavior and the increasing complexity marketers face. Key trends include the rise of consumer-driven branded content, the importance of cultural relevance, and the integration of technology in marketing strategies. It suggests that successful marketing will hinge on extreme customer centricity, technological facilitation, and compelling storytelling.
Marketing Playbook 2020 // The next marketing manager
- 2. Ottobre 2015 Marketingplaybook2020 Daniel Casarin strategic & creative partner @advmedialab [email protected] +39 345 5755352 skype daniel-casarin
- 3. 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. 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. 5 MOBILE
- 9. 9 Mentre alcune delle risposte già le conoscevamo, alcune previsioni toccano una gamma più ampia di argomenti.
- 10. 10 Most branded content will come from consumers.
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- 12. 12 Transparency is the new black.
- 13. 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)?
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- 16. 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.
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- 20. 20 Over the next five years we’ll see technology . . . become a part of the core fabric of marketing itself.
- 22. 22 Information will be everywhere.
- 23. 23 Data will underly everything.
- 24. 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.
- 25. 2525 Prediction
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- 27. 27 The central issue for a marketer will be winning a battle for cultural relevance.
- 28. 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. 29 Product development life cycle is vanishing. We see it happening everywhere—the incredible acceleration of product development, testing, iteration, and roll-out processes.
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- 33. 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.
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- 36. 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.
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- 38. 38 Good agencies will act like product companies, not service companies.
- 39. 3939 How to prepare for the 2020 consumer?
- 40. Continuous capacity building 1. Extreme customer centricity 2. Technology as a facilitator 3. Selling without selling 40
- 41. 41 80-90% of your online success depends on your offline behavior. Extremecustomer centricity.
- 42. 42 Make more money Make it more efficient Enhance experience Technologyas afacilitator.
- 43. 43 It’s not about your product, it’s about your story. Sellingwithout selling.
- 44. 44 Successful story = Added value inspiration for consumers the right context.
- 45. 45 Increase the impact through a shared purpose and value.
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- 48. 48 The 2020 Marketing department SMALLER MARKETING DEPARTMENT AGILE STRATEGY AND VISION PROJECT LEADER
- 49. 49 The 2020 Marketing department Marketing departments will downsize to become more flexible. Companies will increasingly work with small, specialized external parties.
- 50. 50 Prepare yourself for Marketing 2020. 1. Managing the “why” of business 2. Discipline of a samurai 3. Fire bullets first, then grenades
- 51. Grazie per l’attenzione! Daniel Casarin strategic & creative partner @advmedialab [email protected] +39 345 5755352 skype daniel-casarin
- 52. 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.