IPMG Conference Craig Rispin Keynote - March 23, 2015
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Transcript of IPMG Conference Craig Rispin Keynote - March 23, 2015
Craig Rispin CSP
“Craig we’ve seen more change in the last 3 years
than in the last 30.”
Technology Changes Exponentially
People Think Linearly
Exponential ChangeTechnology & People
High-Tech & High-Touch
People
Business Technology
Life SciencesWork/Life Shift A
cceleration
Age Gap
Education Re-Engineering
Global Mobility
Free Agency
End ofRetirement
Emerging Models
OutrageousOutsourcing
MarketingMegatrend
InnovationImperative
Machine Learning
Cloud Computing
SecurityScare
Coworking &Collaboration
Massively Mobile
Internet ofThings
Big Data
Did You Know -Shift Happens?
Discuss with a Partner:
What Did You Find Most Interesting in the Video?
“If change is happening on
the outside faster than on
the inside -the end is in
sight.”
-Jack Welch
As Some Opportunities Sunset...
U.S. Consumer Media Consumption Share
Other Opportunities Emerge...
At Least Wide Format Printing is Massive!
Then Again...
Digital Signage Market
Revenue To Hit $20.03 Billion
By 2020
CAGR of 8.9% from '14 to 2020
Decreasing Display Panel Prices Are Expected To Positively
Impact Market Growth.
Did You Know -There are 10 Types
of Innovation?
What Are the Opportunities in
Print in the Future?
High-Tech &
High-Touch
In a High Tech world with an increasing search for balance, High Touch will be the key to
differentiate...
I think it’s a complete misnomer to say that print is dead. Print is changing, that’s for sure. The desire for
physical magazines and books will always remain. Without being too precious, print is still the best
medium for telling stories in words and photographs. Just as the screen is great for interactivity and video.
Christopher Lukezic, publisher of Pineapple
TheElectronic Backlash
What Do Customers Really Want from Print?
3D Printing is Booming
Reaching Global Executives:12Megatrends in B2B Marketing
sked to rate the value of various marketing activities on a five-point scale, meetings/conferences and research/surveys top the list.
Today B2B providers view a broad array of sponsored programmes, such as conferences and white papers, as a valuable means of capturing attention and persuading decision makers.
This is not to say that traditional advertising has lost its appeal. Instead, the conclusion is that organisations seeking to promote their businesses are increasingly relying on a range of channels, including print.
Specifically, these cross-channel programmes
user communities) and passive (print) promotional channels.
The way forward is clearly a heavier reliance on creating a programme of thought leadership that takes advantage of multiple-entry-point messaging.
The shift to 360º thought leadership
1. How important are the following non-traditional categories of marketing activity to your organisation? (Mean score out of 5)
Meetings/conferences
Research/surveys
White papers, executive summaries, articles3.76
3.85
3.61
1M E G A T R E N D O N E
A
Thought Leadership Defined
The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy+Business
“Thought leaders are individuals or organisations that are recognised by peers, customers and industry experts as someone who deeply understand the business they are in, the needs of their customers, and the broader marketplace in which they operate.”
“Thought leaders have a distinctively original idea, a unique point of view or an insight.”
Thought Leadership Marketing –Tops for Marketers & Buyers
� 9'of'the'top'11'effective'ways'of'getting'a'����������� ������� of'involve'Thought'Leadership'Marketing
How would you rate the effectiveness of the following marketing vehicles in getting your attention? Mean Rating (N~344)
Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations
Article in the business or trade pressInvitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorshipOnline advertisement
Vendor's blogTV or print advertisement
Phone call from a sales representative from the service firmEmail from a sales representative from the service firm
Direct mail brochureConference sponsorship
Electronic newsletter from the service firmWhite paper offered on the Internet
Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)
Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations
Article in the business or trade pressInvitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorshipOnline advertisement
Vendor's blogTV or print advertisement
Phone call from a sales representative from the service firmEmail from a sales representative from the service firm
Direct mail brochureConference sponsorship
Electronic newsletter from the service firmWhite paper offered on the Internet
Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)
2.02.22.32.32.32.3
2.52.82.9
3.13.23.33.43.4
3.73.7
Source: ITSMA, How Customers Choose Study, North America, 2007
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