Knowing about the future is not enough. Marketers also need  to understand how and when to adapt. Brands need  a good roadmap on how to reach customers. But how can they do this?  Razorfish Global & Contagious hosted on Monday, 22 June, “Toolkit for Transformation” at Cannes Lions, the main international annual advertising and communications  awards event to tackle these challenges.  Alexandra Carlsson has made a brief review for Marketing Focus. 
 
The subject of #ToolkitForTransformation has been tackled through these three key themes:
  • Creativity
  • Consumers
  • Organizational change
 
Provocation number 1: the Brand Loyalty.
It is believed that in the future brand loyalty will become extinct. As contemptuous as it can be, we might agree with it.
People switching loyalty from one brand to an other has become the main reason for switching economy nowadays. Everything is easily accessible: you don’t need to own music anymore, because you can access it from any on-line portal. As a result, we can’t be talking about the intangibility of a brand anymore, since we have a lot more choices to make today.  AirBnB for instance will have a lot more to offer in the future than any other hotel chain in the world. (The kicker is that every room is different!)
We have a lot more information coming from social media, blogs, news sites etc
 
The cross-channel analysis Razorfish presented at Cannes was focused on markets in four main countries: USA, Brazil, China and UK. The conclusion: word of mouth and online reviews are the greatest influencers of purchase decisions.
Choice and information both contribute to what everybody knows as Considered Consumption.
 
We like to spend money on good brands, but we also like to spend money on brands that do good. The extinction of brand loyalty happened because we like to celebrate ourselves. We live in an era where we are equipped with social media and with tools that tell a lot about who we are. We take selfies, we talk about us, but at the same time, we do rely on brands and the brands do rely on us. As consumers, we do like to engage with a brand that is very personal from many view stands. If a brand does not listen to data about their consumers, then it doesn’t really know how to engage with them. Data give brands a roadmap on how to reach customers on a 1 to 1 basis.
 
Amazon Prime has won over 41 million customers and is a perfect example of immediate consumer loyalty, thanks to technology and innovation when it comes to online shopping. Even though it started as a way for people to get products faster, it grew into instant value added services like music, instant video share. Amazon Prime is a customer experience LAB!
 
The TOOLS you need to deal with this provocation are:
  • creativity - Volvo and its safety bikers sprays for visibility. 
  • consumers - build your own bear workshop 
  • organizational change - focusing on the right priorities for your customers.
 
Provocation number 2: the unconnected world will be connected.
Today, around 4,2 billion people are still offline and will remain offline by 2017.
Farmers, doctors, elderly people could use the digital support network to increase their lives and other peoples’ lives as well. It is important to make a difference between a nice to have internet and a need to have internet!
 
For instance, the Japanese postal service has gone one step further and has made a partnership with IBM and Apple to connect the elderly to the internet through apps  My Family, My Health, My Community. The postman can take care of them and teach them how to use these devices.
 
The main purpose is to connect the unconnected and bring value to their lives.  
 
TOOLS you need to deal with this provocation:
  • creativity - think beyond browsers
  • consumers - educate and enable before advertising for the elderly
  • organizational change - let the need the unconnected guide the future of your business. 

Provocation number 3 is the great brand experiences which will liberate us from our screens. Ubiquitous technology doesn’t exist until it totally invades our lives through the screens.
The creators of the internet didn’t necessarily see this invention being transmitted through screens. The main credo behind it was actually that information could be democratized through such a tool.
Microsoft HoloLens is a great example which will certainly take us all away from our screens and immerse into virtual reality and an augmented world.
Cognitoys are smart toys that will make the consumers have a really personal and amazing experience. These toys can actually have a conversation with the kid, give accurate information to the future of his education. 
 
TOOLS you need to deal with this provocation:
  • creativity- think like a supercomputer
  • consumers- design for the human interface not the screen
  • organizational change- make your company part of the mesh- strategic alliances in order to bring better experiences to people. (Audi quattro Weather Targeting campaign) 
Provocation number 4 - in 10 years time your agency will be an algorithm. We work in an industry that is all about efficiency- better, faster, cheaper.
How far will automation go? Are we ever going to get to the point where creative advertising can be created from a to z with the help of an algorithm?
 
It is very hard for us to grasp the idea that computational thinking can be responsible for the complete marketing creation process from start to finish.
 
The goals people at Razorfish follow as marketers are to get people exactly what they want, when they want. 70 or 75% of the jobs in the future haven’t yet been created.  We need to make the shift from seducing people into thinking they should buy a product, but know exactly which one that is.
 
Will the marketers be left without jobs? No, but what we do is going to change. Agencies need to put themselves back in the analogue world to become cultural pulse takers and learn new processes and find new places in the creative process.


Alexandra Carlsson, from Cannes Lions International Festival of Creativity.
 

Ne e teama de Big Brother si pare-se ca si de Big Data . Acestea  din urma insa ne-ar ajuta mult sa scadem costuri si sa crestem profituri. 

Estimarile McKinsey Global Institute din 2011 arata ca daca jucatorii din retail ar exploata si ar extinde folosirea big data la nivelul intregii companii, global, ar putea sa-si creasca profiturile cu peste 60%.

In zona serviciilor publice, aceleasi date aratau ca doar sectorul sanatatii si-ar putea reduce costurile cu 8% prin analiza eficienta de date si imbunatatirea calitatii acestora.  

Viitorul nu se arata, insa, atat de roz pe termen scurt. Garner anticipeaza ca 85% dintre companiile Fortune500 nu vor putea exploata big data pentru cresterea avantajului competitiv. Ce sa asteptam de la institutiile publice din Romania care n-au controlat sau comunicat cum ar trebui nici macar demersul logistic pentru distribuirea cardurilor de sanatate. Chiar si la nivel global, companiile care exploateaza  eficient si au analiza datelor in ADN-ul brandului sunt putine. Google si Amazon raman repere intr-o zona cu putini jucatori inca.

Si totusi, cui ii e frica de Big Data? De ce nu profita toata lumea de Sfantul Graal? Raspunsul echipei de la Mc Kinsey este banal si simplu. Celor care nu planifica le este teama de big data. Ca si transformarea digitala, exploatarea eficienta a big data este un proces elaborat, cu miza strategica. Un plan care genereaza rezultate presupune  trei elemente esentiale: date,  modele analitice  si instrumente tehnologice.

Esenta unui plan bun de analiza de date nu consta in tomuri mari de informatie - suntem in era strategiei emergente - ci in deciziile legate de problemele cheie. De exemplu, care dintre liniile de afaceri primesc mai multe investiti si care nu, daca se opteaza intre profituri mai mari sau crestere mai rapida, care sunt capabilitatile necesare pentru a permite acest  lucru. 

Intotdeauna companiile care au stiut sa profite de pe urma datelor pe care le detin au facut bine trei lucruri: au stiut sa decida ce date interne si externe vor integra, s-au priceput sa selecteze din lungi liste de instrumente si modele analitice pe acelea care le sustin cel mai bine obiectivele de business si au fost in stare sa isi dezvolte capabilitatile organizationale necesare pentru a valorifica acest potential.

Aflati mai multe despre provocarile, dar si solutiile de gestionare a fenomenului big data si direct, pe 12 februarie la evenimentul RODIRECT 2015, organizat de ARMAD in parteneriat cu Institutul de Marketing la care temele de dezbare sunt big data, automatizarea de marketing si generarea de lead-uri.

 

 

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