CMOs are becoming technologist

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    07-Jan-2017
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Transcript of CMOs are becoming technologist

  • IN A WORLD WHERE EXPERIENCE IS THE NEW BRANDING,

    CMOS ARE BECOMING TECHNOLOGIST!

    LAURENT BOUTY THE BEYONDERS

  • HOW TO EXIT THE COMMODITISATION TRAP?

    Photo credit: Jez Timms

  • Commoditisation

    Customers are increasingly choosing products and services based on the quality of the experiences they have with them

  • 4

    HUMAN More than a user More than a buyer More than a segment

    Photo credit: Frank Mckenna

  • EXPERIENCE IS

    THE NEW BRANDING

  • 6

    EXPERIENCES CREATE VALUE

  • HOW TO DESIGN EXPERIENCES?

    TODAY?

    Photo credit: Paul Green

  • INFINITE TOUCHPOINTS

  • ALREADY IN AN PHYGITAL WORLD?

  • THE BRAND EXPERIENCE IMPERATIVE

  • CMO Challenge(s)

  • Brands around the world spent more than $1 trillion on marketing in 2014,

    of which technology comprised about 1% and advertising comprised about 50%.

  • 10x in 10 Years

  • PRIORITIES BUDGET POWER

  • ROI MATH MEN NOT MADMEN

    PUBLISH OR PERISH MASS PERSONALISATION

    CLOSE THE DEAL

  • ABOUT THE AUTHOR

    Laurent Bouty is Academic Director of an Advanced Master in Creativity and Marketing at Solvay Brussels School and Partner of FUTURELAB and THE BEYONDERS.

    Connect me on: LinkedIN (https://be.linkedin.com/in/laurentbouty)

    Twitter (@lbouty) Email (laurent@bouty.net)

    https://be.linkedin.com/in/laurentboutymailto:laurent@bouty.net