This presentation in given at the STOSO 2014 congress 28 May 2014 "Our Reliance on technology". The themes of this presentation given by Hans Kooistra of the nextpractice-institute: 1- What are the technology changes that drive changes into the business models of organizations -> The shift is the convergence of humans, devices, information and knowledge 2- The new challenge for corporations and governments is how to in cooperate customers and citizens in there business processes. 3- Our trail of Internet behavior combined with AI technologies, cognitive, behavioral, neuro sciences give marketers unprecedented possibilities the help customers to fulfill their needs. This give marketers a high responsibility it is time for RESPONSIBLE MARKETING and stop to see clients only as a scratch-card or cash machine. Organizations should focus on helping me (we are all customers) with: live my live, do my job/tasks, feel good, look good, save money, entertain me, live a healthy life, decide, achieve my ambitions and goals, increase my power to act wisely, surprise me,live a meaningful and joyful life, keep me informed and support my loved one's. If you do this well customers will rewarded organizations generously so stop BULLSHIT MARKETING

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Why progress in technology
demands responsible marketing
STOSO congres
Groningen
28 May 2014
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Hans Kooistra
nextpractice-institute
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2. What are the technology changes that drive
changes into the business models of
organizations ?
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impact of science and technology on society
AI
Adaptive Manufacturing
Big Data & Analytics
IoE
NBIC (Nanotechnology,
Biotechnology, Information
technology & Cognitive science )
Robotics
Combinatoric Innovations
Open Source
where are we now?
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and the cost of that technology ?
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Singularity
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6. From T Ford to 3D printed car
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9. work
learn
connect
get stuff done
assess
do business
behave
get informed
interact
interact
shop
entertain
decide
play
anticipate
Transformational
for the way we
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10. the transformation is about
TACH© Confidential Information
blending
of retail, ict, games, entertainment, social, publishing, events, tv
of physical & digital
of technology and Maslov
of strategy, design, culture, branding,
marketing, sales, customer service, fulfillment, ict
business
and
behavior
models
new (human)
interaction interfaces
speech, 3D gesture, mind control, interactive glass,
google glass
combinatoric innovation
and technology
social, IoT, big data, analytics, cloud, mobile, sensors, algorithms
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everything that can be flowcharted ......
Watson better than people!
everything that can flow through a wire
flows to the best and cheapest in the world!
operational excellence can be bought!
for repetitive work man becomes a commodity
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12. Behavioral Science
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13. Optimize for the subconscious
Neuroscience Big Data
Sources
Hooked Model by Nir Eyal Behavior Model B. J. Fogg
Wheelofpersuasion Bart Schutz
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14. Sensors
with
us
in
us
on
us
around
us
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15. Behavior
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17. Behavioral Science
Big Data
AI
Utopia for Marketers
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18. The shift
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the convergence of humans, devices, information and knowledge
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19. “We teach people that everything that matters
happens between your ears, when in fact it
actually happens between people.”
Sandy Pentland
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20. Technology doesn’t mitigate the
need for human skills, but it will
change which skills are most highly
valued.
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Where are we better at?
imagination creating looking noticing listen
accept change exploring empathize transform
persevere ambition experience imagination curious
interested mystery surprise believe compassion
happiness joy delight affection excite confidence
angry sad hope fear frustration disgust
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22. it facilitates
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traditional improvements
push out
time, effort, routine,costs
of the processes and the organization
make it
simpler, better, cheaper, richer and faster
create new experiences
engage with people in a way you could not
do before
to create value for people and organizations
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23. The better definitions are focused upon
customer orientation and satisfaction of
customer needs.
What is Marketing?
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25. The future of marketing starts and ends with data, technology, and measurability.
Digital marketing is more than a type of spend or channel it is an organizational frame of mind.
Eat, sleep, and love your customer. Repeat.
Marketing volgens #FutureMKTG
marketing is still about helping customers meet their needs
The Future of Marketing In 20 Tweets
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26.
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Marketing trendrapport Berenschot
more than 360 marketers participated
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27. technology approach
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28. the marketing solution
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29. Do you see the client as a
scratchcard or cash machine?
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30. marketing ?
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31. Design for
Functionality
Usage
Esthetic / Beauty
Emotion
Engagement
Kindness
Surprise
Meaningfulness
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32. !
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Help
me
to:
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live
my
live
do
my
job/tasks
feel
good
look
good
save
money
entertain
me
live
a
healthy
life
decide
achieve
my
ambi:ons
and
goals
increase
my
power
to
act
wisely
surprise
me
live
a
meaningful
and
joyful
life
keep
me
informed
support
my
loved
one's
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33. it’s time for
responsible marketing
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34. Stuff to watch
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35. Money that
can have a
memory and
purpose
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36. the end of more?
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Technology should enhance the
executive power of humankind
Why are we so bussy?
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38. “Wisdom of the Crowd”
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39. “Commons”
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40. What do Uber, Airbnb Ebay have in
common?
they integrate the "crowd" in their primary process in
both the customer and supplier role
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42. “Democracy has
Bad Taste”
Grayson Perry
Podcast
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43. Hans Kooistra
E: hans.kooistra@nextpractice-institute.com
M: +31 6 5575 4106
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