Conferencia sobre innovaciones de marketing

1. MARKETING INNOVATIONS
fontanini@learning.eoi.es @afontanini

3. Internal
Environment
External
Environment
the strategic
management
process
Strategic Intent
Strategic Mission
Strategic
Competitiveness
Above Average
Returns
Feedback
Strategy Formulation
Business-Level
Strategy Competitive
Dynamics
Corporate-Level
Strategy
International
Strategy
Cooperative
Strategies
Acquisitions &
Restructuring
Strategy Implementation
Corporate
Governance
Structure
& Control
Strategic
Leadership
Entrepreneurship
& Innovation
Strategic
Inputs
Strategic
Actions
Strategic
Outcomes

4. Marketing Strategy Planning Process
Customers
Needs and other
Segmenting
Dimensions
Company
Mission, Objectives,
Competitors
Current &
Prospective
Context: External Market Environment
Technology, Political & Legal, Social & Cultural, Economic
Targeting &
Segmentation
Positioning &
Differentiation
Narrowing down to focused strategy with quantitative and qualitative screening criteria
S.
W.
O.
T.
MIX Analysis
People, Post Sale service, Promise
Personal experience, Process

5. COMMODITY PRICES

6. AGENDA
1. CO-GENERATING VALUE ACROSS MASS
MARKETS
2. THE DIGITAL TRANSFORMATION: SEGMENTING THE
CUSTOMERS OF THE FUTURE (MILLENNIALS)
3. HOW TO ENGAGE IN THE DIGITAL ECONOMY
WRAP UP

7. OUR
(CUSTOMERS)
CHALLENGES

10. http://www.elmundo.es/economia/
2015/09/07/55e9d2f4ca4741547e8
b4599.html
250 MILLION JOBS WILL BE “TRANSFORMED”
BY 10 YEARS (10 MILLION IN UK)

11. http://www.enriquedans.com/2015/08/vehiculos-autonomos-pensando-mas-alla.html?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A
+ElBlogDeEnriqueDans+%28El+Blog+de+Enrique+Dans%29
THE BOT FUTURE TRANSPORT

12. HOW RELEVANT IS
MY BRAND FOR
THE SOCIETY I
SERVE?

13. CO-GENERATING
VALUE

14. CROWD-SOURCING
MODELS

15. http://www.crowdsourcing.org/

17. https://en.wikipedia.org/wiki/List_of_crowdsourcing_projects

18. INFONOMIA
CO-SOCIETY

19. http://www.infonomia.com/resources/

20. http://www.co-society.com/

21. http://www.co-society.com/activities/

22. CO-GENERATING
PRODUCTS

23. LOCAL MOTORS

24. http://www.foxnews.com/leisure/2013/01/31/local-motors-partners-with-us-army-to-bring-crowd-sourcing-to-front-
lines/

25. https://localmotors.com/

26. https://localmotors.com/explore/idea/category/fabrication/

27. https://localmotors.com/explore/idea/category/fabrication/

28. https://localmotors.com/dominos/

29. https://localmotors.com/3d-printed-car/

31. http://startup.singularityu.org/

32. INCUBATING/
ACELERATING
SOLUTIONS

34. AUTORADIOTVINTEG
RATEDCHIPSFAXPCC
REDITCARDSINTERN
ETSMARTPHONESFR
ACKING

36. ELECTRICCARSHUMA
NGENOMESECUENCIN
GMOBILEAPPSSOCIAL
MEDIAWEAREBLECOM
PUTING3DPRINTING

37. ENTERPRISES
EFFICIENCY +
EXECUTION

38. START UPS
INNOVATION

39. The Battle of Trafalgar!
1805 ~ 210 years ago!
!
Lord Nelson: 27 ships!
Napoleon: 33 ships!
!
Lord Nelson: 17,000 men!
Napoleon: 30,000 men!
!
British !
casualties: !
1,500+!
!
Franco-Spanish !
casualties:!
16,000+!
!
!

41. http://www.youtube.com/watch?v=GVXYAwXHpvg

45. http://www.ycombinator.com/

46. http://rocketspace.com/

47. http://svn.org/

48. INNER TECH
BEST
PRACTICES

49. Impact Investment
Ethical Bank
Crowdfunding
P2P Finance
Alternative currencies
Social Entrepreneurship
Green BusinessBenefit Corporations
Ecological Corporations
B-Corp Certifications
Just Trade
Sharing Economy
Coworking
Hiperlocal Economies
Urban Villages
Holacratic companies
Triple Bottom LineGlobal Happiness Index
GOALS

50. EXTERNAL TECH
BEST
PRACTICES

51. + GOOGLE X,
SINGULARITY
UNIVERSITY, DISNEY,
ZAPPOS, AMAZON, ..

52. THE INSTITUTE
OF THE
FUTURE

53. http://www.iftf.org/home/

54. CHALLENGES

55. ENDESA
Low cost utility
based on CEX

56. MAPFRE
Autonomous
vehicles
insurance

57. ALSA
Bla Bla bus
Uber bus

58. INSPIRATION

59. https://siyli.org/

61. http://www.makers-revolution.com/#2aa/custom_plain

62. AGENDA
1. CO-GENERATING VALUE ACROSS MASS MARKETS
2. THE DIGITAL TRANSFORMATION:
SEGMENTING THE CUSTOMERS OF
THE FUTURE (MILLENNIALS)
3. HOW TO ENGAGE IN THE DIGITAL ECONOMY
WRAP UP

64. 2000 INTERNET
BUBBLE CRASH

66. “Everything changes and nothing stands still.”
Heraclitus

67. The digital
transformation

68. customer
experience
operational
processes
digital transformation
business
models

69. Digital business is about the
creation of new business designs
by blurring the boundaries of
physical & digital worlds
(GARTNER)

70. Disintermediation
Dematerialization
Massive
Disruption

71. Legacy
channels
devalue
Movies
Music
TV
Radio
News
$5bn
’00-‘07
… with
<30 staff

72. Self-service
beats direct
service
Amazon
TravelBanking
Insurance

73. Self-service
beats direct
service
Amazon

74. Net sales
Revenues
Amazon
2004 -2014

75. Self-service
beats direct
service
Amazon
Travel

76. Annual travel
e-commerce
sales in US
2002 -2014

77. HOW MANY TIMES
HAVE YOU CALLED
GOOGLE OR NETFLIX
CUSTOMER
SERVICE?

78. Access vs.
Ownership
Streaming
SAAS
Sharing
economy

79. PROPRIETARY
PROVIDERS
CENTRALIZED
COMMONS
DISTRIBUTED
OPEN
NO-COMMERCIAL
SOCIAL
USERS
COLLECT (ZIPCAR)
INVENTORY
USERS / PRODUCERS
ANY ROLE
EMPOWER (FON)
USERS
CO - MARKET
CO - CREATE
ENABLE (AIRBNB)
PARTNERS
SHARE (WIKIPEDIA)
KNOWLEDGE
WWW
Five levers of accelerated growth
CONNECT (SPOTIFY)
NETWORK
THINGS
MOBI

80. The sharing economy

81. Why is it
happening
now?

83. Internet Population!
1995!!
18 million!
Internet Population!
2015!!
3 billion!
Internet Population!
2020!!
7.5 billion!
Graph: Peter Diamandis, Abundance 360!

86. By NASA/Carla Cioffi
YOU ARE HERE
IOT ROCKET BOOSTERS

89. https://www.youtube.com/watch?v=m96tYpEk1Ao

90. By 2020
7B+ people and biz +
30B+ devices
connected to the net.
JORGE LOPEZ, VP & DISTINGUISHED ANALYST, GARTNER

92. NEW HABITS

93. Mobile Advertising growing fast
CONTEXT OPPORTUNITY
Cell phone more efective for
spontaneous consumption

96. Polar Market Segments

97. THE CHALLENGE
NEED TO
CHANGE
LOOKING FOR
DIFFERENTIATION
NEW
HABITS
Find new ways to
Retain / Attract Audience
Align Comm Strategy to new
Audience behaviors
Revitalize Advertisement business
AUDIENCES MEDIA BRANDS
Converge channel-mix
to digital to increase impact
Shifting attention
to Participation
Linear approach
is no longer valid
Engage Audience
demand new ways

98. ‘MILLENNIAL
GENERATION’

99. Life through a screen
80M in the US + 51 M in Europe
2025: 75% of world workforce
81% in Facebook
83% sleeps with her mobile
25 hours/week connected estudio de Forrester
Mobile and social networks addicted
SPAIN Cambridge University Press
95% use Whatsup (50% 1 hour a day)
44% in YouTube.
( )

100. Born Digital
Prefers Internet to TV
59% see movies in the internet
(46% on TV).
1 2
Multi-screen, multi-device
Multi-tasks
In US (Nielsen): 1 hour less on TV per year (18-24)
(Verizon) millennials consume X3 online TV.

101. Nomofobic and ‘Appdicted’ Forbes
Their life is mobile; their mobile is their net screen.
45%: “I could not live without it.
5M APP download per day.
3
4
Social and connected
81% in Facebook
83% sleeps with her mobile
“Super connected” millennials consider
themselves better prepared and double the
leadership skills score (32% vs 16%) Deloitte.
LATAM

102. Critic and exigents
86% would end her customer
relationship due to a bad (digital)
experience (59% in 2011)
Technologically dependent while
looking for a job Deloitte
5
Their brands Google, Apple
(11%)
Coca-Cola (6%)
Microsoft (5%)
Samsung (4%)
( )

103. Privacy
has 150
years only

106. Millennial advantage
They share their data (lower risk
perception
New York Times
25% says work is their main goal vs 39% for
boomers (50-60 Y) “Time is mine”
Companies must create value, be transparent
and maximize their talent. Value loyalty and
experience above all.
( )

107. Brands and millennials
2017: 50% of world consumers
6 Keys to understand them while consuming
Born Digital
Hyperconnected
Big Data friendly
Active and socially empatic
“What´s happening” addicted
Multi-device zappers.
In US: major workforce (53,5M vs X (52,7M)
and boomers (44,6M).
Standard & Poor's: 600B US$ market/Y.
( )

108. How engaging them?
Mobile and Internet addicted
Socially and professionally
Global Millennial Survey 2014
78% uses mobile devices to get news and
communicate.
Prefer smartphones based channels to be
engaged by brands: APPs, Videos, Social networks
(Facebook).
Retale consulting While shopping off-line:
85% of “millennials” fathers use mobiles looking
for comments on products they are buying.
Mothers use mobiles to search for deals or
discounts.
( )

109. They like brands but hate
advertising
Erin McPherson, by Maker Studios (major
short videos distributor with 11B visits per
month, 60% of users with 13-34Y, 70% of
audience outside the US and 50% using
mobile devices).
Branded, authentic content
is the key to increase
loyalty.

110. Loyalty massively depends of
experience
Aspect says 56% of users 18-34Y changed their
supplier due to a bad service experience in
2015.
Responsible consume
Prefers products made by small firms and value
just trade Breaking the myths (Nielsen).
Ecological
Centro de Investigaciones Pew millennials would pay
more for enviromental friendly products (80% would work
for them)
Champions: UK, Denmark and Germany (Volkswagen L )
Spain is growing 7%.
Collaborative consume
50% uses sharing economy: Uber, Airbnb and
TaskRabbit.

111. http://eproduct.hbsp.harvard.edu/eproduct/product/cc_8219/content/index.html;jsessionid=FBBC80A21D1BB2B7487CC865B1FAF895.eproduct1#reader-page-1

114. Hill-Rom Case

116. WHY DO PEOPLE HAVE DOGS? SEGMENT THE OWNERS

117. QUIDOL CASE
WHY WOULD A WOMEN WANT TO TAKE A PREGNANCY TEST?

119. Detractor Promoter
High
Low
ARPU
NPS

120. http://www.mckinseyonmarketingandsales.com/sites/default/files/pdf/Insights%20driven%20sales.pdf

122. http://www.mckinseyonmarketingandsales.com/irrational-consumption-how-consumers-really-make-decisions
BEHAVIORAL
ECONOMICS

124. https://hbr.org/2015/01/why-your-customers-social-identities-matter

125. But a customer’s social identity at such a moment can’t be easily captured through
questions on surveys, whether before or after the purchase.
Subtle shifts in social context can dramatically change what group we identify with at
any instant. Waiting in the business lounge to board a plane, we might reach for
Harvard Business Review, not just for its content but also, subconsciously, to reinforce
our identity as a successful executive. A chance conversation about the background
music with a neighbor in the lounge, however, might lead us instead to choose a music
magazine to reinforce our identity as a rock fan.
This provides a plausible explanation for Electrolux’s failed experiment.
Answering questions as part of a consumer study might have triggered a “market
research respondent” identity in people, making them try to judge the proposed
service dispassionately and with an open mind (behavior appropriate to that identity).
But out in the real world, the washing machines ran up against another well-defined
aspect of social identity: Middle class families don’t rent appliances—and they
certainly do not need to pay per wash cycle, which would seem perilously close
to feeding coins into the electricity meters found in some low-income homes.
The target consumers didn’t want people to question their status as members of
the middle class.

128. https://www.youtube.com/watch?v=sqmsaE9d8cQ

129. LIFESTYLE (IDENTITY) SEGMENTATION
contemporary
BASIC LIFESTYLES
natural

130. BASIC LIFESTYLES

131. STATUS
LIFESTYLES SEGMENTATION

132. Past CULTURE Future
Influencers
“The tipping point”, Malcolm Gladwell

133. SEGMENTATIONMAP
AB
CC
AA BB
BCCD
CCC
BBBABA
ABA
BBC
CCD
CDC
CCB
BCB
AAB
DDC
BBA
C
A B

134. We need data: machine learning
Model data.
Make predictions.
Build intelligent
applications.

135. Similar products they like
Product I’m buying
Output: other products I might be interested in

136. Playlist recommendations
Recommendations from
coherent & diverse sequence

137. Friend recommendations
Users and “items” are of
the same type

138. CUSTOMER GENOMICS

140. Investment amount
> 10 Financial
Values
< 3 Financial Values
Bank Segmentation

141. 140
Customer genomics
What are basic drivers for customer behaviour and preferences?
ENTHUSIAST
PRUDENT
PROFESSIONAL
PASSIVE
Interest
Dedicated time
Knowledge
…in principle I am not interested
…I woudl like but I do not have
time
…I like it and I dedicate time to it
when I can
…this is my job
To invest?…
• Risk Profile
• Available Capital
• Age
• Incomes
• …
Trust

142. 141
¿WHO is our target?
PROS AND CONS
ENTHUSIASTPRUDENT PROFESSIONALPASSIVE
• She wants her money always
available
• Stock Exchange is unknown
• No time to invest
• Neither time nor knowledge
• Saving accounts and low interest
deposits
• Following experts
• She has knowledge
• She researches and take decisions
• She looks for better performance
• 2-3 Platforms
• They manage a significant wealth
• Diversification and stability
• High knowlledge
• Real time
“Simplicity and
Good service”
“Insights, visuals
and performance
“Simplicity and
trust”
“More options and
better conditions”
Gran cantidad de clientes
Cliente con poca movilidad por
lo general
Generalmente no considera
invertir
Baja confianza y aceptación
Colectivo importante de
clientes
Potencial para invertir
Poca movilidad entre
plataformas
Menor exigencia que perfiles
más expertos pero mayor
interés en invertir
Desconfianza en el sistema
Disposición a invertir en
múltiples fondos y valores
Inversión a largo y corto plazo
Grupo reducido de clientes
Uso de varias plataformas
Alta exigencia en condiciones
de prestación del servicio
Mayor rentabilidad
Grupo reducido de clientes
Uso de varias plataformas
Alta exigencia en
condiciones de prestación
del servicio

143. 142DO WE HAVE A VOC LAB?

144. EVERYTHING IS BUILD ON
VOC
143
BRAND
PRODUCT
S
PEOPLE PROCESS
VOICE OF CUSTOMER

146. SEGMENTING
BY PRODUCTS?

147. AGENDA
1. CO-GENERATING VALUE ACROSS MASS MARKETS
2. THE DIGITAL TRANSFORMATION: SEGMENTING THE
CUSTOMERS OF THE FUTURE (MILLENNIALS)
3. HOW TO ENGAGE IN THE DIGITAL
ECONOMY
WRAP UP

157. 3 critical
challenges for
businesses

158. 1. Do you
have the right
people?
…and are they
empowered
to act?

160. KILL BUROCRACY
BRIDGE SILOS
OUR PEOPLE ARE OUR
STRATEGY (HOLACRACY)

161. 2. Do you
know where
to go?
Do you know
how to
get there?
Accelerated
change
Time to
market

162. A BUSINESS IS AN ETHICAL
JOURNEY (TO CREATE
IMPACT)

164. https://www.youtube.com/watch?v=0fKBhvDjuy0

165. CULTURE EATS
STRATEGY FOR
BREAKFAST

170. Left: 1967 Omega Speedmaster mechanical watch. Price: about $9,000 in today’s dollars. Right: SEIKO digital quartz watch with ISA K63 commodity movement. Price: $7.

171. COLLABORATIVE
INTELLIGENCE
(KNOWLEDGE)

172. http://icxci.com/

173. http://icxci.com/

178. 177
Conclusions, decisions and next steps!
Reinforces the real and
perceived executiveness of the
leader

179. 3. Can you
master digital
experiences?

201. HELP YOUR
CUSTOMERS TO
CONTROL THEIR
DIGITAL LIFE

203. https://itunes.apple.com/en/app/apple-store/id375380948?mt=8

205. http://recode.net/2015/11/11/facebooks-new-app-notify-pushes-content-to-your-lock-screen/

208. AGENDA
1. CO-GENERATING VALUE ACROSS MASS MARKETS
2. THE DIGITAL TRANSFORMATION: SEGMENTING THE
CUSTOMERS OF THE FUTURE (MILLENNIALS)
3. HOW TO ENGAGE IN THE EXPONENTIAL ECONOMY
WRAP UP

209. “I WILL FEEL YOUR
INNOVATION WHEN WHILE
ENTERING YOUR BRANCH,
SOME EMPLOYEES WILL STAND
UP OFFERING TO SERVE ME
WITH ENTHUSIASM”

211. https://medium.com/the-ferenstein-wire/silicon-valley-s-political-endgame-summarized-1f395785f3c1#.zbklt5fyv

214. THERE IS NO
SUBSTITUTE FOR
QUALITY

215. Top 12 Technologies!
Crowd Leverage: Sharing & Sourcing!
Machine Learning: AI!
Global Reach: Real Time Translation!
Internet of Things: Sensors & Cameras!
High Speed Internet: Mobile & Video!
Mobile AI: Robotics & Drones!
Materialization: 3D Printing!
Quantified Self: Biotechnology & Genetics!
Sustainable Energy: Electric & Hybrid!
Virtual Reality: Gamified Connection!
Virtual Money: Digitized Currency!
Space Travel: Unlimited Resources!

216. Top 12 Profit Streams!
Agriculture!
Mining!
Energy!
Construction!
Manufacturing!
Medical!
Military!
Transport!
Financial!
Education!
Communication!
Entertainment!

217. Top 12 Purpose Streams!
Natural,organicfood!
SustainableEnvironment!
RenewableEnergy!
Green,smarthomes!
Local,sustainableproduction!
100%FreeGlobalHealth
Care!
Peace&Security!
Freedom&Mobility!
IncomeEquality&Endto
Poverty!
Education&EqualityforAll!
100%FreeOnlineAccess!
CelebratingArtisanship!

218. Choose your purpose
Connect
Harness technology to disrupt
the industries in your path.

219. Las organizaciones
no se transforman,
las personas sí.

220. Thanksgiving
Reader
the
For more information, visit
www.TheThanksgivingReader.com
http://www.thethanksgivingreader.com

222. HAVE YOU (RECENTLY)
SAID “THANK YOU”
TO YOUR
STAKEHOLDERS?

223. Thanks
+34609114412
@afontanini
222