Sunday, May 10, 2015

The Shape of Things to Come / Marketing Rockstars 2015

The Shape of Things to Come / Marketing Rockstars 2015

A presentation exploring the big shift in business from push to pull (platforms) for Marketing Rockstars 2015.

Graz, Austria
Published in: Marketing, Business


Transcript

  • 1. jeremy.abbett.net Google Confidential and Proprietary THE SHAPE OF THINGS TO COMEJeremy Tai Abbett | Google, Creative Evangelist | jabbett@google.com | @jeremytai Marketing Rockstars | Graz, Austria | May 08th, 2015
  • 2. jeremy.abbett.net Google Confidential and Proprietary THE SHAPE OF THINGS TO COME Exploring the shift in business (and marketing)
  • 3. jeremy.abbett.net Google Confidential and Proprietary @jeremytai
  • 4. Google Confidential and Proprietary jeremy.abbett.net INSPIRE Flickr: Ciudad Yachay jeremy.abbett.net
  • 5. Google Confidential and Proprietary jeremy.abbett.net CREATE jeremy.abbett.net
  • 6. Google Confidential and Proprietary jeremy.abbett.net INNOVATE jeremy.abbett.net
  • 7. Google Confidential and Proprietary jeremy.abbett.net Digital technology infrastructures Global longterm public policy shifts 1 2 Flickr: Jeremy Abbett jeremy.abbett.net
  • 8. Google Confidential and Proprietary jeremy.abbett.net Flickr: Gustavo Amorim STATUS UPDATES
  • 9. Google Confidential and Proprietary jeremy.abbett.net QUANTIFIED SELF
  • 10. Google Confidential and Proprietary jeremy.abbett.net SELFIES
  • 11. Google Confidential and Proprietary jeremy.abbett.net Jeremy Abbett DRONIES jeremy.abbett.net
  • 12. Google Confidential and Proprietary jeremy.abbett.net FOMO Img: Caroline McSwain Fear Of Missing Out
  • 13. Google Confidential and Proprietary jeremy.abbett.net FOMO
  • 14. jeremy.abbett.net Google Confidential and Proprietary INCREASING DISCONNECT The way the world is evolving The way businesses are operating
  • 15. Google Confidential and Proprietary jeremy.abbett.net Radio 40 years Television 10 years iPhone 3 years YouTube 6 months 50 MILLION USERS Evolution of adoption
  • 16. Google Confidential and Proprietary jeremy.abbett.net Billions 100 200 300 400 500 600 700 MEDIA PLATFORMS Market value in billions Viacom Disney ComcastCBS Twitter Facebook GoogleLinkedIn Source> BI Intelligence
  • 17. jeremy.abbett.net Google Confidential and Proprietary YouTube, Instagram Elle, Grazia, Vogue, Harpers Bazaar and InStyle combined> 2x THE QUESTION OF REACH Still a topic?
  • 18. 18 jeremy.abbett.net Google Confidential and Proprietary jeremy.abbett.net
  • 19. jeremy.abbett.net Google Confidential and Proprietary $29 Million $100 Million Source: EVOLVING EARNINGS (2012 -2014)
  • 20. jeremy.abbett.net Google Confidential and Proprietary Niels Epting Institutions will try to preserve the problem to which they are the solution.” “ - Clay Shirky, Professor and Author jeremy.abbett.net
  • 21. jeremy.abbett.net Google Confidential and Proprietary Niels Epting jeremy.abbett.net
  • 22. jeremy.abbett.net Google Confidential and Proprietary
  • 23. jeremy.abbett.net Google Confidential and Proprietary Humberama
  • 24. jeremy.abbett.net Google Confidential and Proprietary DYMAXION CAR 1933
  • 25. jeremy.abbett.net Google Confidential and Proprietary jeremy.abbett.net
  • 26. jeremy.abbett.net Google Confidential and Proprietary
  • 27. 27 jeremy.abbett.net Google Confidential and Proprietary To accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.
  • 28. jeremy.abbett.net Google Confidential and Proprietary TESLA
  • 29. 29 jeremy.abbett.net Google Confidential and Proprietary
  • 30. jeremy.abbett.net Google Confidential and Proprietary
  • 31. 31 jeremy.abbett.net Google Confidential and Proprietary Organize the world's information and make it universally accessible and useful.
  • 32. jeremy.abbett.net Google Confidential and Proprietary Adapted via>
  • 33. 33 jeremy.abbett.net Google Confidential and Proprietary To bring inspiration and innovation to every athlete* in the world. *If you have a body you are an athlete
  • 34. jeremy.abbett.net Google Confidential and Proprietary Adapted via>
  • 35. jeremy.abbett.net Google Confidential and Proprietary INCREASING DISCONNECT The way the world is evolving The way businesses are operating
  • 36. Google Confidential and Proprietary jeremy.abbett.net Yesterday Marketing as “campaign” 20TH CENTURY COMPANIES
  • 37. Google Confidential and Proprietary jeremy.abbett.net Today Marketing is “platform” PLATFORM FOCUSED COMPANIES
  • 38. Google Confidential and Proprietary jeremy.abbett.net FROM PUSH TO PULL Plan/ Forecast Acquire resources Meet Demand Access Attract Potential Business model is “platform”Business model as “campaign”
  • 39. jeremy.abbett.net Google Confidential and Proprietary appetite for risklow high Creative EdgeReplicability small enterprise large enterprise global network management consultancies individual small team Source: Jan Chipcase STATUS QUO CULTURE
  • 40. jeremy.abbett.net Google Confidential and Proprietary Starting with the most fundamental truths First Principles Flickr: Jeremy Abbett jeremy.abbett.net
  • 41. jeremy.abbett.net Google Confidential and Proprietary Experience, Gender, Age, Points of view Team Diversity Flickr: Jeremy Abbett jeremy.abbett.net
  • 42. jeremy.abbett.net Google Confidential and Proprietary Find ways to conquer complacency Disruption jeremy.abbett.netImg: Caroline McSwain
  • 43. Google Confidential and Proprietary jeremy.abbett.net Thank You. Danke. Jeremy Tai Abbett Creative Evangelist jabbett@google.com @jeremytai THE THINGS WE CHOOSE TO SURROUND OURSELVES SHAPE WHAT WE BECOME Artist: Tully Arnot
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