Embed Size (px)
Citation preview
MAYUR GUPTA | @INSPIREMARTECH
LET’s FIND THE HUMAN WITHIN MARTECH
GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK
HELLO.
1998
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
CHANGE
HAS HAPPENED
EVERYTHING IS DIGITAL
NO LONGER THINKS ABOUT TECHNOLOGY
CONFIDENT IT WORKS FOR HER
11
BEHIND THE DISRUPTION
EMBRACE
DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
T E C H N O L O G Y O B S E S S I O N
THE
EMBRACE
DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
C H A N N E L O B S E S S I O N THE
EMBRACE
DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
HAMMER LOOKING FOR A NAIL
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
EMBRACE
DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
EMBRACE
DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
NEXT DROP
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
HUMAN
TECHNOLOGY
CONSUMER DESIRE – The best product at the best price at a time, location, touch point of her choice meeting her emotional and functional needsBRAND DESIRE – Ability to sell more products to more people more often at a better price driving category growth and legendary brand building
PROSPECT
USER
ADVOCATE
HOSTAGE
INFLUENCER
SHOPPER
LOYALIST
EMBRACE
DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
C O N S U M E R O B S E S S I O N THE
25
26
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I CCHANGE CONSUMER BEHAVIORS
CONNECT THE DOTS
BREAK THE SILOS
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
UNLOCK DATA
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
EXPERIENCE & VALUE
ALWAYS ON SHOPPER
31
NEED FOR SPEED VS DESIRE FOR PERFECTION
BIG TESTING & BIG LEARNING
ROI
33
34
MEDIA
STORYTELLING INFLUENCECONTENT
DATA
COMMERCE
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
STOP IT.
MAYUR GUPTA | @INSPIREMARTECH
IT WAS ALWAYS ABOUT HER.
GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK
DONE
