Slides from my "Dark Marketing" webinar on Weds 30th August.

1. 30th August 2017
@Jeremy Waite | IBM Evangelist
#DarkMarketing

2. #DarkMarketing

3. The Problem

4. #DARKMARKETING
Dark Social Dark Data Dark Martech

5. “Dark Marketing, as sinister as sounds, is not that bad. It is a term used to refer to way of
marketing, brand building and advertising that is opposite to traditional, in-your-face kind
of ways.
Dark marketing is covert, secretive, and coy. It is in direct defiance of the traditional
advertising definition, which states that advertiser/ sponsor should be clearly identified.
According to Wired Magazine’s Jargon Watch, Dark Marketing is “Discreetly sponsored
online and real-world entertainment intended to reach hipster audiences that would
ordinarily shun corporate shilling”.
Marketers are now moving towards more covert techniques specially targeting the young
audience who dislike the blatant marketing communications”.
#DARKMARKETING

6. Dark Social

7. Dark Data

8. Dark Martech

9. “In marketing, creepy means relevant”. SCOTT GALLOWAY

10. 1:1 Clienteling Automated Clienteling
MARKETING
• Campaign & Audience Management
• Consumer Journeys
• Display Advertisement
• Social Studio (Listen/Engage/Publish)
• Analytics (Web and In App Mobile)
• Predictive Intelligence & Personalisation
• Production & Content Management
CONSUMER APPLICATION
(Web and Mobile App)
• eCommerce Integration
• POS & IOT Integration
• Consumer Engagement Apps
• Pixel Perfect Design
Master Data
• Consumer Master Data
• Vendor Master Data
• Product and Location
Sales
• Consumer Orders
Consumer Service
• Live & Video Chat
• SOS Button
B2B & Employee Application (Web & Mobile)
• Purchase Orders
• Store Orders
Community
• Vendor Community
• Employee Community
• Consumer Community
Loyalty Execution Instore ISInStore Store Services Consumer Services
Product Ratings
Next Best Offer
Live Video Chat
Community
EmployeeServices,
StoreOperations
SustainabilityClick & Collect
Mobile Payments
Pick-UpOrders
Return Services
Kiosk
Product Rentals Catalogue
Newsletter
Social Consumer Services
Product Information Social ServicesPOS Coupons
TailoredPromotions,
ProductPlacements
Benefits,Compensation,
Education
Product Recommendations
Consumer Care
Telephony Social
Surveys Chat
Social Media Integration
SEO/SEM
Social Commerce
Content ManagementActive Audiences
Predictive Selling
Social Push
Social Advertisement
Lookalikes
Digital Channel Services
AdWord Management
Search
Merchandising
Online Shop Services
Assortment Planning
Promotion Planning
Forecasting
Surveys/Audit
Prediction Planning
In Store Operations
Workforce Management
Employee Onboarding
Store Inventory Management
Scheduling
Store Analytics
Store Digitalization
Collaboration
Employee Apps
IoT Services
Automated Services
Automated Replenishments
Recognition
Gamifictation
HR & Employee Services
Recruiting Onboarding Employee Helpdesk
Training Performance Management
Employee Motivation
Media Management
B2B Services
Vendor Onboarding
B2B2C eCommerce
Trade Promotions
Contract Management
Process Payments and Orders
Integration WebServices/
REST API
ANALYTICS
• Smart Data Services
• Data Sciences
BatchAPI
Integration WebServices/REST API
REST API
Order Management Services
OMS
Stock/Virtual Stock
PIM
Subscription Management
Product Catalogue
Mobile Coupons
Payment Options Wish list/Friends List
Return Management
One Click Shopping Geo Location
Email
Mobile Push
SMS / MMS
Web Analytics
Diagnostics
Geo location/Beacon
One Touch Orders
Robot Clientelling
Cross-Sell Engine
Create and manage orders
ConsumerServiceEngagement
Partner
Ecosystem/Integrated
Operations
Promotions,Tailored
Coupons,Consumer,
Information,MobilePush
Supply Chain Services
B2B Integration - EDI
Tracking Services
Warehouse Management
SCM Insights/Dashboards
Logistics/Delivery
In-Store Tailored Promotions,
Product Placements
Consumer Engagements
Recommendation
Order Processing, Stock Management, Promotions, Shipments
PLATFORM
• Integration Services
• B2B & Employee Application (Web & Mobile App)
• Identify Management
• Authentication and Authorization
• Mobile
• Big Data Objects
• Data Management Tools
• Data Modeling Tools
Finance
IoT
• Business Rules & Orchestration
• Real-Time Event Processing
• Rich Contextual Data at Rest
Knowledgbase

11. 11

15. 15

16. The Research

17. INNOVATION
TRIGGER
PEAK OF INFLATED
EXPECTATIONS
TROUGH OF
DISILLUSIONMENT
SLOPE OF
ENLIGHTENMENT
PLATEAU OF
PRODUCTIVITY
Digital Marketing Hype-Cycle
PLATEAU WILL BE REACHED IN: < 2 YEARS 2-5 YEARS 5-10 YEARS <10 YEARS OBSOLETE BEFORE PLATEAU @JEREMYWAITE

18. INNOVATION
TRIGGER
PEAK OF INFLATED
EXPECTATIONS
TROUGH OF
DISILLUSIONMENT
SLOPE OF
ENLIGHTENMENT
PLATEAU OF
PRODUCTIVITY
Digital Marketing Hype-Cycle 2012
PLATEAU WILL BE REACHED IN: < 2 YEARS 2-5 YEARS 5-10 YEARS <10 YEARS OBSOLETE BEFORE PLATEAU
Persona
Management
No-Email
Initiatives
Social Media Metrics
Gamification
Social Media
Security Apps
Social Network Analysis
Social Analytics
Social Commerce
Social Profiles
Social
Software Suites
Social Media Engagement Tools
Mobile
Social Networks
Social Media
Monitors
@JEREMYWAITE

19. INNOVATION
TRIGGER
PEAK OF INFLATED
EXPECTATIONS
TROUGH OF
DISILLUSIONMENT
SLOPE OF
ENLIGHTENMENT
PLATEAU OF
PRODUCTIVITY
Digital Marketing Hype-Cycle 2013
PLATEAU WILL BE REACHED IN: < 2 YEARS 2-5 YEARS 5-10 YEARS <10 YEARS OBSOLETE BEFORE PLATEAU
Sentiment Analysis
Mobile Advertising
Mobile
Search
Event Triggered Marketing
AR
Campaign Segmentation
Lead
Management
Email
Marketing
Predictive
Analytics
Loyalty Marketing
Social Analytics
Social Commerce
Data Driven
Marketing
Privacy
Management Tools
Social Marketing
Neurobusiness
Digital Marketing Hubs
Responsive
Design
Gamification
Real-Time Marketing
Mobile Analytics
Multi-Channel
Attribution
@JEREMYWAITE

20. INNOVATION
TRIGGER
PEAK OF INFLATED
EXPECTATIONS
TROUGH OF
DISILLUSIONMENT
SLOPE OF
ENLIGHTENMENT
PLATEAU OF
PRODUCTIVITY
Digital Marketing Hype-Cycle 2014
PLATEAU WILL BE REACHED IN: < 2 YEARS 2-5 YEARS 5-10 YEARS <10 YEARS OBSOLETE BEFORE PLATEAU
Real-Time Marketing
Digital
Marketing Hubs
Multi-Channel
Attribution
Neurobusiness
Responsive
Design
Data-Driven Marketing
AR
GamificationMobile
Analytics
Social Commerce
Privacy Management Tools
Event Triggered Marketing
Loyalty Marketing
Personalisation
Campaign Segmentation
Lead
Management
Mobile Ads
Email
Marketing
Predictive
Analytics
Content Marketing
@JEREMYWAITE

21. INNOVATION
TRIGGER
PEAK OF INFLATED
EXPECTATIONS
TROUGH OF
DISILLUSIONMENT
SLOPE OF
ENLIGHTENMENT
PLATEAU OF
PRODUCTIVITY
Digital Marketing Hype-Cycle 2015
PLATEAU WILL BE REACHED IN: < 2 YEARS 2-5 YEARS 5-10 YEARS <10 YEARS OBSOLETE BEFORE PLATEAU
Real-Time Marketing
Digital
Marketing Hubs
Cross Device
Identification
Personification
Neurobusiness
Wearables
AR
Mobile Commerce
Predictive Analytics
Data-Driven Marketing
Multi-Channel Attribution
iBeacons
Responsive Design
Privacy Management
Loyalty Marketing
Multi-Channel Marketing
Event Triggered
Marketing
In-App
Advertising Gamification
Social TV
Personalisation
Mobile Ads
Lead
Management
Content Marketing
Digital Out-of-Home
@JEREMYWAITE

22. INNOVATION
TRIGGER
PEAK OF INFLATED
EXPECTATIONS
TROUGH OF
DISILLUSIONMENT
SLOPE OF
ENLIGHTENMENT
PLATEAU OF
PRODUCTIVITY
Digital Marketing Hype-Cycle 2016
PLATEAU WILL BE REACHED IN: < 2 YEARS 2-5 YEARS 5-10 YEARS <10 YEARS OBSOLETE BEFORE PLATEAU
Real-Time Marketing
Ad Blocking
General Purpose
Machine Intelligence
Customer Data Platforms
Personification
Programmatic
TV ads
Cross Device
Identification
Virtual PAs
AR Marketing
Customer Journey
Analytics
Mobile
Analytics
Predictive
Analytics
Data-Driven Marketing
Mobile Commerce
Bluetooth Beacons
Multi-Channel Attribution
Event Triggered Marketing
DMPs
Content Marketing
Social
Marketing
Social
Analytics
In-App
Advertising
Personalisation
Loyalty Marketing
Responsive Design
Digital Out-of-Home
@JEREMYWAITE

23. INNOVATION
TRIGGER
PEAK OF INFLATED
EXPECTATIONS
TROUGH OF
DISILLUSIONMENT
SLOPE OF
ENLIGHTENMENT
PLATEAU OF
PRODUCTIVITY
Digital Marketing Hype-Cycle 2017
PLATEAU WILL BE REACHED IN: < 2 YEARS 2-5 YEARS 5-10 YEARS <10 YEARS OBSOLETE BEFORE PLATEAU
Real-Time Marketing
AI in Marketing
Personification
Programmatic
TV ads
Cross Device
Identification
Ad Blocking
AR / VR Marketing
Predictive Analytics
Virtual PAs
Account Based Marketing
Mobile Marketing Analytics
Data-Driven Marketing
Bluetooth Beacons
Wearables
Tag Management
Event Triggered Marketing
Loyalty Marketing
Multi-Channel
Marketing
Social
Marketing
Digital
Marketing Hubs
Content
Marketing
Responsive Design
DMPs
In-App
Advertising
Personalisation
Real-Time Bidding
Mobile Commerce
@JEREMYWAITE

24. BAD (MARKETING) FOR THE GREATER GOOD

26. The Solution

27. New Dark Marketing Research
Retail Week – “Keeping up with the ever-changing consumer”
eConsultancy – “Marketing in the Dark”
Watson Marketing

28. True Loyalty
Mercenary Loyalty
Cult Loyalty
Inertia Loyalty
Customer Loyalty Matrix RELATIONAL
TRANSACTIONAL
PASSIVE ACTIVE
“The brand reflects my personal identity”.
GOAL: OPTIMISE THE TRIBE
“I’m loyal because you pay me to be loyal”.
GOAL: OPTIMISE THE INCENTIVE
“The connection to the brand goers beyond the offer”.
GOAL: OPTIMISE THE EXPERIENCE
“I’m only here because it’s too much
trouble to go elsewhere”.
GOAL: OPTIMISE THE BARRIERS TO EXIT
Watson Marketing
CUSTOMER SERVICESEEK FEEDBACK
EDUCATE CUSTOMERSBUILD RELATIONSHIPS
RIGHT MESSAGE • RIGHT CHANNEL • RIGHT TIME = TELL BETTER STORIES
Retention Tactic

29. 1. Customer or Product Support
2. Product and Sales
3. Marketing & PR
4. Community
5. Corporate Communications
6. Crisis
7. Support

30. 1. Customer or Product Support
2. Product and Sales
3. Marketing & PR
4. Community
5. Corporate Communications
6. Crisis
7. Support

31. Create a Real-Time
Conversation Index
qWho are your customers? DEMOGRAPHICS
qWhat are they saying? KEYWORDS
qWhere did they talk? PLATFORMS / NETWORKS
qWhy did they talk? TRENDS
qWhen did these conversations happen? RECENCY
DEMOGRAPHICS | PSYCHOGRAPHICS | BEHAVIOURGRAPHICS

32. Watson Marketing Services
Global Business Services
IBM Interactive Experience
Partner Ecosystem

33. Conversational
Commerce
33

34. 2
3
4
1
Conversational Commerce
DIRECTLY ENGAGES THE CUSTOMER IN
VALUE-ADDED DIALOGUE
Begins by asking the customer “why?”
DELIVERS PERSONALIZED
RESULTS
Builds trust and confidence in the
purchase through personalized and
contextual results
BUILDS A BRIDGE OVER THE
PHYSICAL/DIGITAL GAP
More like a great in-store sales experience
INSIGHTS GAINED MAKE THE BUSINESS
SMARTER
Customer-driven insights can inform product
development, marketing and merchandising
decisions

35. THE NORTH FACE JACKET FINDER
POWERED BY EXPERT PERSONAL SHOPPER

36. https://www.thenorthface.com/xps
The North Face Expert Personal Shopper

37. https://www.1800flowers.com/gwyn
1-800 Flowers Personal Gift Concierge

38. Personality Insights
http://gwen-systemu.mybluemix.net

39. Personality
Insights
Keyword
Extraction
Image
Link
Extraction
Language
Detection
Relationship
Extraction
Feed
Detection
Sentiment
Analysis
Dialog
Concept
Expansion
Visual
Recognition
Concept
Insights
Concept
Tagging
Language
Translation
Natural
Language
Classifier
Retrieve
&
Rank
Text To
Speech
Author
Extraction
Tone
Analyzer
Taxonomy
Message
Resonance
Image
Tagging
Text
Extraction
Watson
News
Speech to
Text
Tradeoff
Analytics
Entity
Extraction
Face
Detection
Video
Augmentation
Factoid
Pipeline
Case
Evaluation
Knowledge
Canvas
Q&A
Qualification
Criteria
Class.
Policy
Identification
Fusion Q&A
Risk
Stratification
Usage
Insights
Answer
Generation
Decision
Optimisation
Emotion
Analysis
Knowledge
Graph
Decision
Support
Knowledge
Studio
Service
Statistical
Dialog
Easy
Adaptation
Question
&
Answer
Speech to
Text
IBM.com/Watson
Personality
Insights
Sentiment
Analysis
Visual
Recognition
Natural
Language
Classifier
Tone
Analyzer
Image
Tagging
Emotion
Analysis
IBM Watson API’s

40. IBM Customer Engagement
Think Smarter. Be Essential.
Read.
IBM.com/Marketing
Watch.
@Technology
Listen.
A16z iTunes
6

42. #TenWords
A marketing book for people who don’t like
marketing. www.JEREMY.live/TenWords
• Published: 1st September

43. @Jeremy Waite | Evangelist @IBM
Thank You.