CMO latam meeting 2014 final

Impactoftechnologicaltrendsonoursociety&onmarke7ng

[email protected]@piclo_blaise

CMOLatamOctober2014

ThephoneIwasusingat4

Thephonemy4-yearoldkid

isusing

Sciencefic7onorreality

Bigtrends

Changesinconsumerlife

thenewmarke7ngway

8in1

Thefutureoftransporta1on

Thelargestindustrialrevolu7onever

84%

OfCEOsinLatamthinkthatTechnologicalprogress

willtransform

theirbusinessinthenext5years

PWC17thannualCEOsurvey/Latam

Butonly

43%thinkmarke1ngteamsarewellprepared

PWC17thannualCEOsurvey/Latam

&

Bigtrends

INTERNETOFEVERYWHERE

2billionuserstoday…

2billionuserstoday…

5billiontomorrow

SELFIES

HAIRCUTS

SONGS&TONGUES…

INTERNETOFEVERYBODY

25$(vs$$$foraniphone)

INTERNETOFEVERYTHING

-BIGDATA-INTERNETOFTHINGS-ADVANCEDANALITICS

24/7EverywhereNohumancostSolarenergy10-12kilograms

Changesinconsumer

life

WelcometotheCollabora1vesociety

Ecologic,cheap,risk-freetransporta7on

Connected24/7withmydoctor

GoogleXnanopar7clesdetec1ngdiseaseearly

Thenewmarke7ng

way

MARKETINGISDEAD

LONGLIVEMARKETING!

FromInforma7on…

…toInspira7on

FromInterrup7on…

…toInterac7on

FromProducts

Tomovement

FromReturnoninvestment…

ToReturnoninvolvement…

Shia#1Frompricing&promo7ons

tovalue

30to50%of

promo1onshave

noimpactonmarginorsales

•  Sellingwithoutselling•  Basedondata•  Momentsoftruth

•  Context-basedpricing•  Dynamicpricing

•  Moreprofitableselling

1.00$

0.50$

Improvingpromo7onefficiency&iden7fyingthesuccess/failuresfactorsbycountry,region,channel,customer,range,sku,typeofconsumers,periodoftheyear,

hourintheday…

Shia#2FromInnova7onToOut-nova7on

•  Listen•  Infrastructure•  Externaliza1on•  Startupmindset

•  Trialanderror•  Riskisokay•  Complexityisokay

Theyaskedfor$950,000

theygot

$8.6million(30dayslater)

Shia#3FromDistribu7onToCircula7on

!  Perfectaccessibility(whatever,towhomever,anywhere,24/7)

!  Mobilemomentoftruth!  Easytopay!  Customizableexperience!  Socialpurchasing!  Reversedistribu1on!  Convergence!  Mul1channel!  Customerservice2.0

Fromdistribu1ontocircula1on-examples

Starbuckssalesalready1billiondollarinoneyear

BusinessInsider

1bn$In1yearonly

DRONEDISTRIBUTION

Shia#4FromAdver7sing

ToEcosystemmanagement

1idea

1message

1media

Contagiousideas

Content&experiences

Mediaecosystem

NEWADVERTISING

Relevantcontent,notmessages…

AndasoeenaspossibleAdaptedtothe1me,place,situa1on

Withoutbeingintrusive

THENEWMEDIA:MEDIAECOSYSTEM

•  OutstandingIdeas•  Earned(morethanpaidandowned)

•  Cocrea1on•  Measurable

•  Networked•  Openecosytems

•  Mobile

•  Targe1ngisok•  Convergence

Shia#5FromMarketresearchToPrescrip7veanaly7cs

!  Insightoriented!  Recommenda1onoriented

!  Technologyenabled!  Realworldreal1me!  Highquality(lowcost)!  Quicker!  Innova1ve!  In1macy!  Morereliable!  Storytelling

•  FromPricing&Promo1ontoValue

•  FromInnova1ontoOut-nova7on

•  FromDistribu1ontoCircula7on

•  FromAdver1singtoEcosystemmanagement

•  FromMarketresearchtoPrescrip7veAnaly7cs

Shiastoexpect

Whatisthefutureof

CMO?

Digitalizedbusinessprocesses?

Transhumanism:bigdata,dangerorbenefit?

Newtechnology,newethics?

M.Gandhi

Thesecondbestmomentisnow…

Thebestmomenttoplantatreewas20yearsago…

Impactoftechnologicaltrendsonoursociety&onmarke7ng

[email protected]@piclo_blaise

CMOLatamOctober2014