The New Rules of Marketing by Peter Fisk

The New Rules ofMARKETING

• growth hacking • customer analytics • platform innovation• storytelling brands • social influencers• enabling experiences• exponential impact

[email protected]

Changing the gameThe opportunities of change The new rules of marketing

A new breed of business (new technologies, new business models, new leadership) is emerging to address a new generation of customers (new audiences, new geographies, new aspirations). Marketing exists to connect businesses and customers, in relevant and profitable ways.

A new approach to marketing is therefore required. Some of the new approaches, and maybe the language, will be familiar. But not all, and not joined up as a fundamental approach to driving business performance. Together, some call it Marketing 4.0 or Exponential Marketing, but whichever labels you apply, it involves a seismic shift in philosophy and practice.

It fundamentally challenges every marketer who still turns first to their strategic plan. And then to their advertising agency, or even their web developer. It is fundamentally digital in mindset, but human as well as technological. It demands analytical thinking, content and networks, but also vision and creativity. It requires new types of leaders, and a new mindset for every marketer. It is built around 7 transformations. These are the “new rules of marketing” …

The opportunities of change

Marketing has changedMaking sense of change

Unlimited opportunity

People want and expect more

Complex and realtime

Investors expect and want more

Time to supercharge your marketing

Changing the gameThe opportunities of change

Anything is possible

Your future for $99

Uber and beyond

Global internet for all

Xiaomi, the new Apple

es

1. 23 & Me2. Aravind3. Editas4. Genentech5. Intuitive Surgical6. Narayana Hosp7. Organova8. PatientsLikeMe9. Scanadu10. Second Sight

1. Amazon2. Aussie Farmers3. Etsy4. Farfetch5. Le Pain Quotidien6. Pinterest7. Positive Luxury8. Trader Joe’s9. Yihaodian10. Zappos

1. Apple2. Beauty’in3. DJI4. Go Pro5. Lego6. Method7. Natura8. Nike+9. Oculus Rift10. Renova

1. Alibaba2. ARM3. Bharti Airtel4. GE5. Google X6. OneWeb7. Raspberry Pi8. Samsung9. Slack10. Xiaomi

1. Aeromobil2. Air Asia3. Airbnb4. CitizenM5. Emirates6. Kulula7. RedBus8. Uber9. Virgin Galactic10. Zipcars

1. 3DHubs2. Corning3. DP World4. Dyson5. Embraer6. Local Motors7. Space X8. Syngenta9. Tata10. Tesla

1. Brewdog2. GrameenDanone3. Graze4. Juan Valdez 5. LA Organic6. Moa Beer7. Modern Meadow8. Nespresso9. Yeni Reki10. Zespri

1. Ashmei2. Beats3. Desigual4. Jonny Cupcake5. Inditex6. Patagonia7. Rapha8. Shang Xai9. Threadless10. Tom’s

1. Aspiration2. La Caixa3. Fidor4. First National5. Moven6. M-Pesa7. Robinhood8. Square9. Umpqau10. Zidisha

1. Al Jazeera2. Coursera3. Netflix4. Periscope5. Pledge Music6. Red Bull7. RiotGames8. Ushahida9. ViceMedia10. WeChat

futureproduct futurefashion futurefood

futurehealth futuretech futuremakersfuturebank

futuretravel

N/S American brands European brands African/Arab brands Asia/Pacific brands

futuremedia

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1. Ashoka2. AzuriTech3. Graal Bio4. IBM5. IDEO6. Kickstarter7. Li & Fung8. Live Nation9. Salesforce10. Y Combinator

1. Bitcoin2. Bhutan3. City FC4. The Elders5. Lovemarks6. ParkRun7. Planetary Res8. WWF9. Zoe Suggs10. You

futureservice futurebrands

© Peter Fisk [email protected]

GAMECHANGERS: WORLD’S MOST DISRUPTIVE INNOVATORS

futurestore

audacious

networked

intelligent

collaborative

Change

Whyenabling

Changing the gameThe opportunities of change The new rules of marketing

Growth Hacking … Forget the old approach to strategic planning that is slow, structured and stable – instead think of strategy like a portfolio of fast and relentless experiments, seizing and shaping the best opportunities for growth. It still needs direction and choices –a vision still matters, making sense of change, having a clarity purpose, and a defined context in which to hack. Strategy becomes agile and creative, outside in, big ideas and small experiments, driven by changing markets and customer aspirations, rather than fixed by your own capabilities and products.

+genius

1. Growth Hacking

© Peter Fisk 2015More details in the new “Gamechangers” book +genius

2021

2016

1. Growth Hacking

Customer Analytics … Forget mass-market segmentation, whether geographic, demographic or anything else. People are individual, and don’t want standardisedsolutions. The power of big data, connecting and interpreting, automating and exploiting –together with more qualitative and creative insights through customer immersion and “design thinking” – is used to focus, engage, customise, deliver, support, enable the right customers over time. Linking to the hack culture, is the ability to keep learning, about people, about yourself, and what works.

+genius

2. Customer analytics


ConsumerBusiness

2. Customer analytics

Use data, insight and immersion to think like your consumers,

from the “outside in”

Platform Innovation … Forget innovation around a product, or even a service. Think strategically about how you can shape the market, in particular the platform that engages buyers and sellers, suppliers and distributors. Business model innovation, channel innovation, price innovation, then follow. Consider the 36 options – you could try any of them. Give your product away free – how could you still make money? Innovation is about shaping the market and all its dynamics to your advantage, whilst also personalised for each individual through micro-innovation – collaborative and customised solutions and experiences.

+genius

3. Platform innovation

Make and distribute

business model

eg CocaCola

Microsoft

Spectrum retail

business model

eg Amazon

Marks & Spencer

Make and sell direct

business model

eg BMW, HSBC

Niche retail

business model

eg ToysRUs, Wiggle

License to make

business model

eg ARM, Ed Hardy

Curated retail

business model

eg Fab,

Positive Luxury

Membership club

business model

eg Costco,

Quintessentially

Crowdfunded ventures

business model

eg Kickstarter,

Zidisha

Opensourced

community

business model

eg RedHat, MySQL

Subscription payment

business model

eg FT.com, Graze

Buyer and seller

marketplace

business model

eg Etsy, NYSE

Micro payments

business model

eg Flattr

Grameen Danone

Collaborative

consumption

business model

eg Buzzcar, Regus

Regular Replacement

business model

eg Gillette,

Nespresso

Branded Consortia

business model

eg Cisco, Spar

Advertising or

Sponsorship

business model

eg Google,

Metro Newspapers

Listed or Promoted

business model

eg Monster Linkedin

Network builders

business model

eg Hotmail, Twitter

Demand then Made

business model

eg ZaoZao,

Threadless

Auction retail

business model

eg eBay, Sotheby

Knowledge and time

business model

eg McKinsey, Harvard

Franchised retail

business model

eg McDonalds,

Subway

Certification and

endorsement

business model

eg ISO, Verisign

Remainder retail

business model

Eg Saks,

Vente Privee

Multulevel

marketing

business model

eg Tupperware,

Natura

Group buying

business model

eg Groupon,

Huddlebuy

Reverse auction

business model

eg Priceline

Freemarkets

Shared rental

business model

eg Zilok, Hilton

Tradeable currency

business model

eg Bitcoin Air Miles

Freemium pay within

business model

eg Angry Bird,

Coursera

Transaction facilitator

business model

eg Paypal, Visa

Pay as you go

business model

eg AzuriTech

Techshop

Dynamic pricing

business model

eg Expedia, Uber

Reputation builders

business model

eg Tripadvisor,

PaywithaTweet

Customer data

business model

eg Facebook,

23andMe

Non-profit business

business model

eg Oxfam Wikipedia

Maker models Channel models Crowd models Payment models Exchange models Asset models


3. Platform innovation

Brand Storytelling … Forget brands built around who you are – brand logos, slogans and ownership. People engage with brands about them, brands that reflect their aspirations, and brands that connect them with other people who share their values and aspirations. Brand stories are living fables, encouraged by the company, but interpreted and spread by people to people. Learn from the storytelling techniques of JK Rowling and Disney Pixar, embrace the “liquid and linked” ideas of Coca Cola. Content must be realtime and relevant, and keep moving forwards. Encouraged but not controlled. Inspiring, human and memorable.

+genius

4. Storytelling brands

Social Influencers … Forget advertising, whether a TV campaign with 30 second slots, or even personalised mailings – people are not listening, and they don’t trust you. Instead they trust people like them, friends and peers. Word of mouth in a digital world, PR and celebrity endorsement is replaced by Instagramers or Youtubers who they trust. If you are a fashion brand, Michelle Phan should be your best friend (and could be your biggest competitor too), or DewPiePie in gaming, and Gary Veynechuck in wines. But its more than just the mavans, its creating ideas that spread, and helping them gain viral velocity. Brand stories, advocates, and community building help to guide and shape this influence.

+genius

5. Social influencers

Movement Collaborative

Customer

Customer Customer

CustomerCustomer

Customer

Brand-enabled

community

Co-enable Co-design

Co-create

Co-sellCo-support

Co-consume

5. Social influencers

Enabling Experiences … Forget customer experiences as a semi-automated series of incentivised touchpoints built around the “sale”, think instead from a customer’s perspective. Think about the experience they have – the outcomes, not the inputs, what they do not what you do. Which is usually more about how they use, apply and exploit the products and services which they buy, rather than the purchase itself. Think about Harley Davidson (a brand, not about bikes, but about loving the freedom of the road, dressed in black leather, together). Use their language, think about their experience, and how they use, store, apply and even dispose of products and services. Enable them to achieve more.

+genius

6. Enabling experiences

Commodityproduct

Brandedproduct

Personalservice

Brandedexperience

Customer’sexperience

Distinctivedesign

Empatheticdelivery

Integratedjourney

Enabling more

2c coffeebeans

20c brandedcoffee

$2 coffeein store

$20 lunchwith friends

Ad

ded

val

ue th

roug

h d

iffe

rent

iati

on

Added value through relevance

6. Enabling experiences

Exponential Growth … Forget an obsession with sales volumes, even revenues, which are the short-term measure of sales people. Marketers should be focused on growing the business – profitably and sustainably – creating a better business future, and a long-term platform and guide for customers. Think profitably. Think growth. Think economic value creation. Exponential growth is now the expectation of investor, achieved by harnessing the power of branded networks, social influence and agile business models. Fast, exciting and rewarding.

+genius

7. Exponential impact

These new rules of marketing, and specifically the 7 transformations, are the cornerstones of my next book and also of a new range of inspiring keynotes and practical workshops. We explore each mantra in detail, with detailed case studies together with the tools and partners for action.

Whilst of course, every market and every business is different, the 7 mantras are a provocative challenge for change. Of course, solutions are not black and white. Every business still has a mix of structured and hacked strategy, uses a box of earned and paid media, and has a balance of push and pull. But it is a rapidly changing area, a revolution.

Marketing is the driving force of business – it moves the business forwards, shapes the future, engages the customer and aligns the organisation to deliver. It is the growth engine, the innovation catalyst and customer champion. Markets are changing at incredible speed, requiring new agility and new capability.

There has never been a more exciting time for marketing, or to be a marketer.

Fast,smart andfocused

Connecting ideas and

people

Passion to make life

better

Zoom inAnd

Zoom out

Shaping your own

vision

Making sense of change

Persisting to make it happen

© Peter Fisk 2014Gamechangers.pro

+genius

+genius

Are you ready?

The New Rules ofMARKETING

• growth hacking • customer analytics • platform innovation• storytelling brands • social influencers• enabling experiences• exponential impact

[email protected]

The New Rules of Marketing by Peter Fisk

Business

Transcript of The New Rules of Marketing by Peter Fisk