FUTURE MARKETING
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Are You Marketing Like It's 1999?

Are You Marketing Like It's 1999? | FUTURE MARKETING | Scoop.it

Forget the funnel. Take that outmoded sales model and hide it in the back of the drawer. These days, marketing to consumers is a fundamentally different process. A recent webinar, Marketing Performance Accountability – evolving from campaign to customer-centric perspectives, sheds light on a new paradigm that forward thinking marketers are adopting.


Customers have changed, and are now far more in control. “It’s very chaotic,” said Cory Munchbach, an analyst at Forrester Research. “Consumers have so much control over the information they consume. It’s an intentional chaos.”


The path from prospect to buyer has morphed into a nonlinear process. Customers are outrunning traditional marketing campaigns, according to Munchbach. “Their needs arise without being prompted by traditional campaigns.”...


Via Jeff Domansky
FRANK FEATHER ~ Business Futurist's insight:

Consumers are far out in front of marketers. Consumers know what they want and why, well before marketers have any clue about it. Why? Because marketers haven't yet learned how to determine a customer's unarticulated needs.

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Jeff Domansky's curator insight, April 14, 6:11 AM

It's time to rethink marketing and adapt to the reality of social media. Valuable strategies and recommended reading. 9/10

aanve's curator insight, April 14, 7:45 PM

www.aanve.com

 

FUTURE MARKETING
Digital Social Multimedia & Mobile
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How to Influence and Persuade

How to Influence and Persuade | FUTURE MARKETING | Scoop.it
How to Influence and Persuade - The Science Bit
FRANK FEATHER ~ Business Futurist's insight:

Good infographic on persuasion.

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Digital Video Ad Spend Surging, TV Dips

Digital Video Ad Spend Surging, TV Dips | FUTURE MARKETING | Scoop.it
Marketers are buying digital video ads as fast as publishers can offer inventory for them.  Online video ad revenue will reach $5.6 billion in 2018, up from $2.8 billion in 2013, while TV ad revenue will decline by nearly 13% during the same time...
FRANK FEATHER ~ Business Futurist's insight:

Internet Gobbles TV: Digital video ad spend is forecast to double over 5 years while TV ad spend drops 13%.

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Could Google be the ultimate marketing cloud company?

Could Google be the ultimate marketing cloud company? | FUTURE MARKETING | Scoop.it

Digest...


Consider the wide range of software that Google offers marketers today:

-- >  Analytics and attribution with Google Analytics. This is the de facto choice for web analytics.

-- >  Display and search advertising DSP. The DoubleClick platform is a giant of a demand-side platform (DSP) — one that combines search and display campaign management. Of course, there’s also the company’s AdWords platform as well.

-- >  Social media marketing with Wildfire — which may be being disbanded as its own application, but the team and technology are being integrated into the DoubleClick platform.

-- >  Team collaboration with Google Apps for Business — especially with documents, spreadsheets, and slides.

-- >  Content creation, albeit at a very basic level, with Blogger and Google Sites — and the 800-pound gorilla of video content, YouTube.

-- >  Webinars and videoconferencing with Google+ Hangouts — in fact, with Hangouts On Air, you can essentially broadcast events to the world for free.

 

Consider that Google Ventures has an investment in HubSpot. If they acquired them — “Google Apps for Marketing” — that would change the landscape instantly. Crazy? The two companies seem quite philosophically aligned to me: HubSpot has been encouraging and enabling marketers to feed great content into search (google.com) and social (Google+) for years. They both love disrupting old school marketing.

 

Browse through some of the other “enterprise and data” portfolio investments that Google Ventures has made in the marketing software space: Nimble (social CRM), Yesware (sales enablement), and Optimizely (A/B testing). What if those stopped being investments and became wholly owned assets?

 

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Via iNeoMarketing
FRANK FEATHER ~ Business Futurist's insight:

There is indeed a high possibility that Google will dominate this marketing space.

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iNeoMarketing's curator insight, August 13, 5:14 AM

Wow. And you have to think that predictive would be relatively easy for Google to implement.

Rescooped by FRANK FEATHER ~ Business Futurist from Public Relations & Social Media Insight
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Best 200 Free White Papers for Digital Marketing

Best 200 Free White Papers for Digital Marketing | FUTURE MARKETING | Scoop.it

As we’ve previously mentioned in our last list, we love research here at UpCity. It gives us not only the current trends and knowledge of the landscape, but it also allows us to come up with new ideas and test them out. We see a lot of companies spend all their time and energy crafting white papers, but many marketers don’t have the time to read them as they get published. For this reason, we’ve decided to compile a list of the best 200 free white papers on digital marketing.


With access to all of these resources in one spot, you’re free to favorite this link and check up on what you want to learn next. Everything from SEO to web design is right here for you to learn. We just encourage you to take your pick and start reading!...


Via Jeff Domansky
FRANK FEATHER ~ Business Futurist's insight:

Too many marketing white papers, not enough time. Maybe this list will help.

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Jeff Domansky's curator insight, August 11, 6:01 PM

This is a big, bad, awesome content marketing and social marketing resource from UpCity. Highly recommended 9.5/10.

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Removing Waste from Digital Marketing

Removing Waste from Digital Marketing | FUTURE MARKETING | Scoop.it
Business 2 Community
Eliminating the 7 Wastes of Digital Marketing With an Omnichannel Marketing ...
FRANK FEATHER ~ Business Futurist's insight:

Good article, drawing parallels between the "7 Wastes" of manufacturing (a Toyota concept) to digital marketing.

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The Most Innovative Tech Brands, According to Consumers

The Most Innovative Tech Brands, According to Consumers | FUTURE MARKETING | Scoop.it
Source: Brand Keys Notes: Apple (98%) barely tops Samsung (97%) as consumers’ most innovative tech brand based on Brand Keys’ survey, which looked at how close brands were to the consumer ideal (100%) when it came to innovation for on and off-line...
FRANK FEATHER ~ Business Futurist's insight:

No surprise that Facebook and Twitter are seen as lagging in innovation.

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Shopping Mall of 2039

Shopping Mall of 2039 | FUTURE MARKETING | Scoop.it
Bricks-and-mortar locations need to undergo a complete makeover to stay relevant 25 years down the line, experts said.
FRANK FEATHER ~ Business Futurist's insight:

A speculative but fairly realistic projection of what one aspect of retailing might look like in 25 years. The technology will change, and be far more sophisticated than what prevails today. But for those who will want an in-person shopping experience, it is going to be very high-tech, both online and offline.

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Are the 4 Ps of Marketing Dead?

Are the 4 Ps of Marketing Dead? | FUTURE MARKETING | Scoop.it
Are the 4 Ps of Marketing Dead? The Financial Brand Financial institutions need to change their marketing strategy away from the 4 Ps product-based approach and move to a strategy that is more in line with the marketing realities and priorities of...
FRANK FEATHER ~ Business Futurist's insight:

The 4Ps need re-inventing, as I proposed in my book Future Consumer published a decade ago. But event marketing does not do what is required. So I disagree with this author.

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Visual Content and the Branding-PR Gap

Visual Content and the Branding-PR Gap | FUTURE MARKETING | Scoop.it
In a traditional sense, Public Relations practitioners have been wordsmiths; conveying written and (limited) visual messages to the public.
FRANK FEATHER ~ Business Futurist's insight:

The PR profession has been analog/text oriented. It faces a major challenge to become and use multimedia.

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The Future of the Retail Warehouse

The Future of the Retail Warehouse | FUTURE MARKETING | Scoop.it
Toby Paxton, multichannel supply chain lead partner, and Hugh Nicholson, logistics and distribution lead at Deloitte UK, consider the future of the retail warehouse.
FRANK FEATHER ~ Business Futurist's insight:

Urban logistics facilities are rapidly growing in importance to facilitate convenience and faster delivery. Located on the customer's doorstep, urban facilities will be an integral part of the 'last mile' delivery process. .... But don't forget the opportunity of DRONE delivery.

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State of UK Retailing -- Part 1

State of UK Retailing -- Part 1 | FUTURE MARKETING | Scoop.it
In the first of two Essential Retail articles on the state of UK retail, business leaders explain the importance of recruiting tech-focused individuals to the boardroom and creating an organisation-wide multichannel culture.
FRANK FEATHER ~ Business Futurist's insight:

UK retail leaders explain the importance of recruiting tech-focused boardroom members and creating an organization-wide multichannel culture.

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'Transformative' Trends Drive 200+ Campbell Launches

'Transformative' Trends Drive 200+ Campbell Launches | FUTURE MARKETING | Scoop.it
'Transformative' Trends Drive 200+ Campbell Launches - 07/23/2014
FRANK FEATHER ~ Business Futurist's insight:

Campbell in massive shift to organic foods.

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Reinventing the Chief Marketing Officer

Reinventing the Chief Marketing Officer | FUTURE MARKETING | Scoop.it
Why marketing and sustainability must be under one leader.
FRANK FEATHER ~ Business Futurist's insight:

How Unilever re-invented its marketing approach.

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Ford Gets Gen-Y Payoff

Ford Gets Gen-Y Payoff | FUTURE MARKETING | Scoop.it
Forbes
Ford Gets Payoff From Products, Marketing For Millennials
Forbes
“Millennials are growing up, getting married and starting families,” Lisa Schoder, Ford's global small-car marketing manager, told me.
FRANK FEATHER ~ Business Futurist's insight:

If car makers expect Gen-Y to trade up to larger vehicles in the same way as prior generations, I suspect they will be disappointed.

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Technology in Restaurant and Hotel Dining

Technology in Restaurant and Hotel Dining | FUTURE MARKETING | Scoop.it
Younger diners are embracing tabletop ordering devices, and several hotels are participating in mobile payment offerings.
FRANK FEATHER ~ Business Futurist's insight:

Tech-savvy GenY is embracing tabletop ordering and wireless payments,

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Customer Purchase Decision Process

Customer Purchase Decision Process | FUTURE MARKETING | Scoop.it
Understanding your customer buying decision journey Getting cut through is a key challenge for marketers today since there are so many online influences on. Marketing topic(s):Consumer buying behaviour. Advice by Danyl Bosomworth.


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Via iNeoMarketing
FRANK FEATHER ~ Business Futurist's insight:

Excellent INFOGRAPHIC of the Customer Purchase Cycle.

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massimo scalzo's curator insight, August 16, 9:24 AM

That's true, that's the influencing circle in my view!

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Consumers Want Customized Content

Consumers Want Customized Content | FUTURE MARKETING | Scoop.it
ITProPortal
61% of Consumers Prefer Companies With Custom Online Content
Mashable
Share. What's This?
FRANK FEATHER ~ Business Futurist's insight:

Well who knew? Of course people want customized content. The era of mass is over. Accept it.

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Social Media Demands Effective Communication

Social Media Demands Effective Communication | FUTURE MARKETING | Scoop.it
I recently came across an article titled “Is Social Media Social Anymore?” Now, the author’s intent here is to make people think about how constantly being glued to mobile devices and platforms…

Via Thomas Faltin
FRANK FEATHER ~ Business Futurist's insight:

Social Media Marketing must be sociable, or it will fail. Marketing always has been about communication, one-to-one if possible, to engender engagement with the brand and develop loyalty. You need to think like the operator of a general store on Main Street. There really is nothing new under the sun. We have come full circle. The era of mass is over.

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Gina Tucker's curator insight, August 5, 8:36 AM

Useful for social media marketers! 

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CMOs and CIOs Both Claim Ownership of Mobile App Projects

CMOs and CIOs Both Claim Ownership of Mobile App Projects | FUTURE MARKETING | Scoop.it
Source: The CMO Club, CIO magazine, and EPAM Systems Notes: CMOs and CIOs are mostly in agreement in terms of their ownership of various projects, with CMOs controlling online video platforms and advertising platforms and CIOs in control of content...
FRANK FEATHER ~ Business Futurist's insight:

CMOs and CIOs really need to get their act together in a significant way. My suggestion is that companies have a Chief Digital Officer, who oversees the CMO and CIO roles, and who reports directly to the CEO, or that the CEO act as the Chief Digital Officer. If that is not possible, then I suggest that the CIO report to the CMO. The CEO and marketing must drive the digital transformation process, with direct Board of Director overview also.

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Lafley’s P&G 80/20 Brand Cull

Lafley’s P&G 80/20 Brand Cull | FUTURE MARKETING | Scoop.it
Declaring he’d cull up to 100 brands — many of which he’d acquired and developed — P&G CEO A.G. Lafley launches a “game changer” profoundly different than what he championed in his eponymous 2008 bestseller.
FRANK FEATHER ~ Business Futurist's insight:

P&G's CEO Al Lafley says just 80 P&G brands generate 95% of profits and 90% of sales. So it makes sense to consolidate or cut, then add new biggies through innovation. It will require a lot of end-to-end streamlining and transformation. But if anyone can do it, Lafley can.

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The Next Phases of Content Marketing

The Next Phases of Content Marketing | FUTURE MARKETING | Scoop.it
Is Content Marketing Headed for a Tech Revolution?
Are you ready for the fourth wave of content marketing?
FRANK FEATHER ~ Business Futurist's insight:

Content will increasingly be interactive and personalized. Big data will allow true 1-to-1 conversations between customers and vendors.

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Amazon Launches 3D Printing Store with Customizable Items

Amazon Launches 3D Printing Store with Customizable Items | FUTURE MARKETING | Scoop.it
 Amazon has launched a new store for 3D-printed goods, which include items that can be customized to change their size, color, material and even aspects of their design.
FRANK FEATHER ~ Business Futurist's insight:

One-to-One marketing for 3D

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Charles Young's curator insight, July 28, 2:30 PM

That didnt take long.

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State of UK Retailing -- Part 2

State of UK Retailing -- Part 2 | FUTURE MARKETING | Scoop.it
Essential Retail State of retail report: retailing in a connected world Essential Retail Senior industry representatives who gathered at Planet Retail's head office in London for European retail show RBTE's 2015 steering committee meeting, on 2...
FRANK FEATHER ~ Business Futurist's insight:

UK retail leaders explain the importance of seeking and acting on customer feedback in a connected retail world.

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Most Companies Expect CMO to Lead Digital Transformation

Most Companies Expect CMO to Lead Digital Transformation | FUTURE MARKETING | Scoop.it
Altimeter's Brian Solis debuts new research on digital transformation and marketing's role in the change.
FRANK FEATHER ~ Business Futurist's insight:

To boost customer experience, you need to be digital because customers live a digital lifestyle.

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Don’t Sell a Product, Sell a Whole New Way of Thinking

Don’t Sell a Product, Sell a Whole New Way of Thinking | FUTURE MARKETING | Scoop.it
Customers need the right mental model to understand why they need your product.
FRANK FEATHER ~ Business Futurist's insight:

Mind Share = Market Share. Engage the buyer and they will buy.

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