CMOs are becoming technologist

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IN A WORLD WHERE EXPERIENCE IS THE NEW BRANDING, CMOS ARE BECOMING TECHNOLOGIST! LAURENT BOUTY THE BEYONDERS

Transcript of CMOs are becoming technologist

Page 1: CMOs are becoming technologist

IN A WORLD WHERE EXPERIENCE IS THE NEW BRANDING,

CMOS ARE BECOMING TECHNOLOGIST!

LAURENT BOUTY THE BEYONDERS

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HOW TO EXIT THE COMMODITISATION TRAP?

Photo credit: Jez Timms

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Commoditisation

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

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

Photo credit: Frank Mckenna

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EXPERIENCE IS

THE NEW BRANDING

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EXPERIENCES CREATE VALUE

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HOW TO DESIGN EXPERIENCES?

TODAY?

Photo credit: Paul Green

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INFINITE TOUCHPOINTS

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ALREADY IN AN PHYGITAL WORLD?

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THE BRAND EXPERIENCE IMPERATIVE

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CMO Challenge(s)

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

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

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10x in 10 Years

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PRIORITIES BUDGET POWER

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ROI MATH MEN NOT MADMEN

PUBLISH OR PERISH MASS PERSONALISATION

CLOSE THE DEAL

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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 ([email protected])

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