Disruptive Marketing
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The document discusses key questions related to disruptive marketing, emphasizing the importance of understanding the target customer, having a marketing budget, and grasping the dynamics of social networks and audience behavior. It highlights the shift from knowledge to creative economies, asserting that creativity and innovative thinking are essential for success in a disruptive market landscape. Furthermore, it outlines emerging marketing trends for 2015, advocating for a customer-focused, data-driven approach to branding and content distribution.
Disruptive Marketing
- 1. Disruptive Marketing, Disciplined Results Geoffrey Colon TAG-IT Tromso, Norway
- 2. The 5 Questions To Ask About Disruptive Marketing… Are You Ready to Act Differently? 1. Do you know who your customer target is? Y/N 2. Are you ready to commit some $’s to marketing in the form of a budget or a full time employee? Y/N 3. Does this person who is doing the marketing understand how to develop dynamic content? Y/N 4. Does this person who is doing marketing understand social networks, APIs and how they function as distribution outlets? Y/N 5. Does this person understand the psychological behavior of their target audience? What devices they use? What content they consume? What emotional triggers resonate with them? Y/N
- 3. We Live in a World of Measurement
- 4. Objectives and Key Performance Indicators Create New Product Content Points of View Engage Conversation Awareness Measurement Adapt Pivot Persevere KPIs
- 6. Owned Properties SEO How to use content and predictive search terms to game algorithms Social Media SEM How to use tools like AdWords and Bing Ads to draw attention based on keywords Exercise your Right Brain Your biggest tool in a world with less attention by the millisecond Content Content is the currency and conduit to build trust Data Social isn’t simply about amplification and community but audience information Growth: One Size Doesn’t Fit All Creative Thinking Measurement Social Listening Paid Budget Interaction Rate
- 7. 0-12 yrs. 13-17 yrs. 18-24 yrs. 25-34 yrs. 1% online TBD TBD 11% online Facebook Windows 6.5% online Snapchat, Instagram, SMS Apps Mobile Apps 15% online Snapchat, Tumblr, SMS Apps, Instagram Mobile Apps and Services 22.5% online Facebook, Twitter, LinkedIn, YouTube Mobile Apps and Services, OSX, Windows 23.5% online Facebook, Twitter, LinkedIn, YouTube Mobile Apps and Services, OSX,Windows 20% online Facebook, YouTube OSX, Windows 35-49 yrs. 50-64 yrs. 65+ yrs. Understanding the Role of Producerism
- 8. Facebook Uber Twitter Foursquare • Soon to open API • Capturing people’s attention during transport • Still TBD • Location GPS Context • Beacon-oriented • Most likely to make the jump to IoT • Social Data to Reach Targeted Audiences • No business can grow without it in this day and age • Mobile by Design Think APIs before MBAs • Meerkat launched two weeks ago on top of the feed • Ties in heavily with shareable publishing • Mobile by Design
- 9. The Transformation from Knowledge to Creative Economy
- 10. Creativity – A Matter of Differentiation “Creativity in the new economy isn’t simply about selling but also about how you will stand out from the crowded online pack. How you present yourself as a thinker in a world seeking new solutions in ongoing transformation. Much of this is going to be through a new way of thinking that doesn’t align with the resounding corporate or higher education culture and how it has approached who fits into the marketing discipline as a leader for the past 65 years.” – Chapter 7: The Transformation from Knowledge Economy to Creative Economy in “Disruptive Marketing, Disciplined Results”
- 11. Reputation Economics is the New Currency “Those who can deliver creativity into actual disruptive and disciplined execution plans have the potential to be the future leaders of this new world. More than ever, those with imagination are outpacing those with process. Technology is driving this boom. Smartphones, cheap sensors, and cloud computing have enabled a raft of new Internet-connected services that are infiltrating the most tech-averse industries—Uber is roiling the taxi industry; Airbnb is disrupting hotels, Spotify has upended the music mp3 model after Napster upended the Compact Disc model. Disruption is the norm in commerce and thus will be the norm in marketing. What business will innovate and upend legacy titans in the next five years probably hasn’t even been born yet. When it is, it will come from the mind of a new creative, not the old MBA.” - Chapter 7: The Transformation from Knowledge Economy to Creative Economy in “Disruptive Marketing, Disciplined Results”
- 12. 10 marketing trends to watch in 2015
- 13. Social People, Content, Operations Customer Focused Branding Product Strategy Content Distribution Data Driven Transparency Funnel and Attribution Marketing Tools Customization
- 14. Thank you
- 15. Connect with Geoffrey: Web: http://geoffrey-colon.squarespace.com/ Twitter: http://twitter.com/djgeoffe LinkedIn: http://linkedin.com/in/geoffreycolon SlideShare: http://slideshare.net/geoffreycolon Tumblr: http://futuristlab.tumblr.com Podcast: Download the Spreaker app / Search: Disruptive FM https://www.spreaker.com/show/disruptive-fm Book: “Disruptive Marketing, Disciplined Results” on AMACOM Books to be released January 2016 http://disruptivemarketing.tumblr.com http://www.amacombooks.org/
- 16. © 2015 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.