Modern Marketing @
C O N V E R G E N C E
of Marketing & Technology
By Mayur Gupta@inspiremartech
My Daughter
Online Shopper Age 3 Years
Montessori School
Favorite Gadget – iPhone
Favorite Mobile App - Gilt
Our world today
@courtesy Scott Brinker; chiefmartec.com
We don’t believe in digital marketing.We believe in building brands in a digital world
Clive Sirkin, CMO of Kimberly Clark
And this world is exploding with disruption
D I S R U P T O R S
@courtesy www.vml.com
“You miss 100% of shots you don’t take”
-Wayne Gretzky
@courtesy www.vml.com
New way to diagnose human body using smart phone
Analog vs Digital? No More
“Sun Dial” QR Code – Redefine Experience
15
Unprecedented scale of change.
@courtesy Scott Brinker; chiefmartec.com
16
Unprecedented speed of change.
@courtesy Scott Brinker; chiefmartec.com
Technology is D I S R U P T I N G
The C O N S U M E R is right at the center of it all
The C O N S U M E R is right at the center of it all
MODERN CONSUMER
O M N I P R E S E N T
O M N I P R E S E N T
O M N I C H A N N E L
O M N I P R E S E N T
O M N I C H A N N E L
O M N I P O T E N N T
A NEW M A R K E T I N G
driving B U S I N E S S
transformed by T E C H N O L O G Y
inspiring C O N S U M E R S
T R A D I T I O N A L TO D I G I T A L
@courtesy Scott Brinker; chiefmartec.com “Meta-Trends of Modern Marketing”
Trend # 1
M E D I A S I L O S TO O M N I C H A N N E L
@courtesy Scott Brinker; chiefmartec.com “Meta-Trends of Modern Marketing”
Trend # 2
P U S H TO P U L L
@courtesy Scott Brinker; chiefmartec.com “Meta-Trends of Modern Marketing”
Trend # 3
C O M M U N I C A T I O N TO E X P E R I E N C E S
@courtesy Scott Brinker; chiefmartec.com “Meta-Trends of Modern Marketing”
Trend # 4
R I G I D TO A G I L E
@courtesy Scott Brinker; chiefmartec.com “Meta-Trends of Modern Marketing”
Trend # 5
But is it all W O R K I N G?
technology changes
exponentially
organizations change logarithmically
technology management is deciding which changes are
adopted
?
?
@courtesy Scott Brinker; chiefmartec.com
#1
#2
F R A G M E N T E D
#3Organizational silos & fragmented operating model
Finance
Sales
MediaeCommerce
Coupons & Loyalty
Mobile
Marketing
Technology
“The problem is that too many companies are essentially showing their organizational chart to consumers”
Bob Lord & Ray Velez, Razorfish—
Well great, now how do we fix it?
drive C O N V E R G E N C E
wiring = data + API + cloud
#1Convergence in data & technology ecosystem
connected experiences
technology consolidation
marketing operating system
#2 Convergence in skills – The Marketing Technologist
technology creative strategy marketing
media finance
?
#3 Organizational Convergence
Marketing Technology
#3 Organizational Convergence
Marketing Technology
NOT ENOUGH ANYMORETHE FAMOUS GARTNER QUOTE
#3 Organizational Convergence
Marketing Technology
Sales
Strategy
Media
Finance
#3 Organizational Convergence
Marketing Technology
Sales
Strategy
Media
Finance
this is where the consumer touches the brand
Summarizing the need to C O N V E R G E
1. Converge DATA & TECHNOLOGY
2. Converge SKILLS
3. Converge ORGANIZATIONAL SILOS
Thank YouMayur Gupta
Global Head, Marketing Technology @ Kimberly
Clark
Reach me
at: B: www.inspiremartech.com
T: @inspiremartech
Lin: inspiremartech