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Transforming Business @ the intersection of Marketing & Technology. By Mayur Gupta @inspiremartech. Our world today. My Daughter Online Shopper Age 3 Years Montessori School Favorite Gadget – iPhone Favorite Mobile App - Gilt. @courtesy Scott Brinker; chiefmartec.com. - PowerPoint PPT Presentation
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Transforming Business @ the intersection 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 marketing 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
The new wearable technology now in CLOTHING lines
Online; Offline – difference?
“Sun Dial” QR Code – Redefine Experience
13
Unprecedented scale of change.
@courtesy Scott Brinker; chiefmartec.com
14
Unprecedented speed of change.
@courtesy Scott Brinker; chiefmartec.com
The consumer is right at the center of it all
CONSUMER RETAILERS
BRANDS
Era of the Brands &
Advertisers
CONSUMER BRANDS
RETAILERS
BRANDS RETAILERS
CONSUMER
TODAY - Era of theConnected Consumer
Era of theRetail Disruption
So, What Really Happened
The bar has been removed!!!
What does all this mean for the brands & marketers
technology changes
exponentially
organizations change logarithmically
technology management is deciding which changes are
adopted
?
?
@courtesy Scott Brinker; chiefmartec.com
#1
#2
An unwired fragmented
ecosystem
#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
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
Easier said than done;but then again, WHO said Marketing was easy
Reach me at: Email: [email protected]: @inspiremartechBlog: inspiremartech.com
Thank YouMayur GuptaGlobal Head, Marketing Technology @ Kimberly Clark www.kcc.com