THE FUTURE OF MARKETING Winning in the Prosumer Age Jon Wuebben,CEO
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THE FUTURE OF MARKETINGWinning in the Prosumer Age
Jon Wuebben,CEO
KEY IDEAS &AN INSIDE VIEW INTO:
2021 2030
We are both producer AND consumer
We comment, we share, we promote
Motivated to seek challenges & discover new perspectives
Enabled by Web 2.0
Open source revolution (Linux, Wikipedia)
Prosumers = new market segment
THE PROSUMER
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Connectivity & Convergence
MEGATRENDS
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Innovating to Zero
Smart is the New Green
Health, Wellness & Well Being
Sharing economy
Internet of Things (IoT)
TECHNOLOGY IMPACT
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Big Data
3D Printing
Marketing Technology
Marketing automation, content marketing platforms, CRM, analytics
www
THE FUTURISTS
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Dr. Michio Kaku Dr. Ray Kurzweil
Dr. James Canton Thomas Frey
Value of the experience lasts
PEOPLE WILL BUY EXPERIENCES
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Doing things makes people happier than having things
Anticipation of an experience vs. anticipation of a purchase
“-inging” experiences by adding value to goods by adding services to the things we buy
Holographic experiences
Bass Pro Shops, REI, Pike Place Fish Market
• Engagement
• Experiences
• Personalization
• Passion
FROM THE “4 P’S” TO…
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Each component focuses on the relationship you have with your prosumer customers
?!?
IBM study of 1,500 global CEOs: most desired skill for leaders of the future is creativity
Creativity is never a commodity
Creativity and innovation are linked
New aptitudes: “The 6 Senses” (D. Pink)
CREATIVITY RISING
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Creativity is a part of all of them.
Symphony Empathy Play MeaningStoryDesign
MARKETING IN 2021
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From Brands Platforms
From Mass Media Memes & Movements
From Brand Messages Multi-Sensory Experiences
Storytelling and Audience Connection Through Virtual Reality
From a Pricing/Benefits Concern “Show Me the Genuine Passion for What You’re Pitching”
MARKETING IN 2021
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From Strategic Planning Based Around Products/Services Adaptive Strategy based around Customers
From Uninformed Guessing Real World, Data-Driven Simulations
From Web 2.0 Fully Realized Semantic Web
Human Thinking Cognitive Enhancement
From the Mass Market Niche Explosion
MARKETING IN 2030
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“Computers Everywhere” or a “Ubiquitous Internet” in the air around us
Augmented, Immersive Experiences
Artificial Marketing Intelligence
Widespread Internet of Things
MARKETING POTENTIAL: loT
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Easy Exchange of Sales Data
Smarter CRM: Instantaneous
Customer Analysis
Devices That Know They're
Dying
Predictive Social Media
100% CTR (Click
Through Rate)
CRM
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DIGITAL MARKETING BECOMES…
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Immersive-Augmented Experiences or
AUGMENTING
7 BIG
THEMES
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We all want to improve our lives
Efficiency (hyper-
efficiency)
Greater inter-
dependency
Greater empowerment
of the individual
Change speeds up
“Passion-purpose-
authenticity” thing
Redefinition of the
person
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