How (digital) marketing conquered the world, and lost itself

@fredcavazza

How (digital) marketing conquered the world,

and lost itself

Marketing 2.0 Conference, May 13th, Hamburg

@fredcavazza

Frédéric Cavazza ?• 41, Paris

• Consultant, speaker, author

• 8 blogs since 2003 (FredCavazza.net)

!!!Internet mobile La révolutions des terminaux alternatifs !!!!!!!!!!!!Frédéric CAVAZZA

@fredcavazza

About marketing

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What went wrong?

And things will get even worse!

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We lost control…

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Marketing basics• Market comprehension

• Competition

• Trends…

• Customer knowledge

• Needs

• Constraints

• Motivation

• Psychological locks…

All went fine until the web came in…

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A natural fit• Organizations needed someone to take

care of the web

• Marketers where the perfect candidates because they knew about customers and analytics

Marketers’ new world revolved around traffic acquisition

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Marketing became communication

WTF?

Marketing should be about comprehension, not visibility

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Engagement RateGRP

The world changed

Marketers began chasing their own tail

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E-marketing gone wild• Cost per like

• Snackable content

• Advertainment

• Appvertising

• Growth hacking…

Too much buzzwords to be honest

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Intuition + improvisation

From intuition to algorithm

Predictive analytics + programmatic buying

Education is key in order not to destroy marketing’s perceived value

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Marketers feel insecure

Source : Adobe « Digital Roadblock », may 2014

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We must stay focus

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Internet is not marketing’s problem

Everybody is working on / for the internet

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Oversimplification is toxic• Social CRM is the new marketing

• Community manager is the new CMO

• App install rate is the new edge rank

• Responsive design is the new CMS

• Predictive algorithm is the new media planner

Keep calm and carry on (in a SoLoMo world)

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« Everything we've ever done or will do, we're gonna do over and over and over again »

Marketing is a flat circle

Focus on customers knowledge and market comprehension

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Marketing as a partner• Sales needs insights

• Communication needs insights

• CRM needs insights

• HR needs insights

• IT needs insights…

Marketing does not sell, it helps others to sell

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We must regain control

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Insights, traffic or conversion?

Prelaunch Launch Post launch Relaunch

Insights Exposure Reputation Retention

It all depends on your product lifecycle

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« the best way to have a million customers is to have a 100 million users »

Know your market

How does this apply to everyday brands?Silicon Valley is not the real world

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Be honest with your brand

Normal brand don’t have fans Do not overpromise

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New supports => New tools

BuzzfeedCustomer Journey

Natural Language Processing

Community Management Systems

Omni-channel analytics

…

Rich narratives

Connected stores

Mobile Apps

Micro videos

Upgrade your tools to stay in the competition

Native ads

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New domains => New roles

Storytelling

IoTDataMobile

Social

Usability

UXP

Chief Experience Officer

Chief Social Officer

Chief Mobile Officer

Chief Data Officer

Chief Conversion Officer

…

Marketing is not the answer to everything What we need is a new organization

Moderation

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Thank you for your attention