Tendências Tecnológicas em Marketing

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Apresentação de Alexandre Blauth, Executive Partner do Gartner no Fórum de Marketing Digital Digital 2016 etapa Florianópolis. Palestra falou sobre: Tendências Tecnológicas em Marketing.

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Tendências Tecnológicas em Marketing

  1. 1. CONFIDENTIAL AND PROPRIETARY This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other intended recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved. Alexandre Blauth Executive Partner alexandre.blauth@garter.com @ablauth Technology and Marketing Trends
  2. 2. 1 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner in a minute... Gartner 1000 analysts 320,000 client interactions every year 76% of Fortune 1000, 75% of Global 500 10,000 Media Inquiries Vertical Research – 9 Industries 85 Countries and 64 Conferences 12,000 Client Organizations World’s Leading Advisor of CIO 1 O Gartner compõe a maior comunidade privada e global de informações de TI, Telecom e Negócios
  3. 3. 2 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Technology Adoption & Market Disruption Time Growth Emerging Growth Mainstream Disruption Clarified & StartingDisruption Uncertain Disruption Happening or Happened Strategic Technology Trends
  4. 4. 3 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. The New IT Reality Emerges Intelligence Everywhere Merging the Real World and the Virtual World Top 10 Strategic Technology Trends Computing Everywhere The Internet of Things 3D Printing Advanced, Pervasive & Invisible Analytics Context Rich Systems Smart Machines Cloud/Client Computing Software Defined Applications & Infrastructure Web Scale IT Risk Based Security & Self Protection
  5. 5. 4 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Emerging Marketing Technology and Trends
  6. 6. 5 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Hype Cycle for Digital Marketing
  7. 7. 6 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Digital Transit Map Product Station Vendor Station Offline Connection
  8. 8. 7 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner research focus Customer Experience Data-Driven Marketing Marketing Management Social Marketing Mobile Marketing Digital Commerce Emerging Marketing Technology and Trends Multichannel Marketing
  9. 9. 8 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Eight key areas important to digital marketing leaders Mobile Marketing • Adapting your strategy • Executing marketing tactics Social Marketing • Planning programs and campaigns • Driving value across channels Data-Driven Marketing • Evaluating the market • Improving marketing analytics Multichannel Marketing • Managing channels: paid, earned and owned • Connecting with buyers Emerging Marketing Technology and Trends • Building business advantage • Evaluating new techniques Customer Experience • Designing the optimal experience • Turning customers into advocates Digital Commerce • Building effective strategies • Choosing tactics and techniques Marketing Management • Understanding digital marketing spend trends • Adjusting your vision and strategy
  10. 10. 9 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Social Marketing Social marketing is a strategy that uses social media to listen to and engage customers, and to cultivate brand advocates. It can shorten product development cycles, boost innovation and increase conversion rates and improve retention.
  11. 11. 10 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Data-Driven Marketing Data-driven marketing refers to acquiring, analyzing and applying information about customer and consumer wants, needs, context, behavior and motivations.
  12. 12. 11 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Marketing Management Forward-thinking CMOs continually develop and refine their approach to delivering on the CEO’s vision for growth and business advantage.
  13. 13. 12 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Mobile Marketing Mobile marketing involves using information about people’s context (location, identity, relationships and intentions) to tailor information and products that will increase customer engagement and sales.
  14. 14. 13 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Emerging Marketing Technology and Trends Emerging trends, such as big data, social media, social CRM, augmented reality and context- aware computing, create new opportunities to acquire and retain customers, fueling growth and taking market share.
  15. 15. 14 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Multichannel Marketing Multichannel marketing represents orchestrated programs across digital and traditional customer touchpoints to acquire, grow and retain customers, extending the brand, and engaging communities.
  16. 16. 15 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Customer Experience Digital marketing leaders know that the experience they deliver to customers is as important as the product or service they sell.
  17. 17. 16 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Digital Commerce Digital commerce uses the Internet, mobile networks and commerce infrastructure to execute transactions with consumers or businesses. Digital commerce marketing supports customer engagement and commerce experiences across these channels.
  18. 18. 17 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Customer Experience Social Marketing Marketing Management Emerging Marketing Technology and Trends Data-Driven Marketing Multichannel Marketing Mobile Marketing Digital Commerce Jay Wilson Jennifer Polk Augie Ray Adam Sarner Julie Hopkins Mike McGuire Jay Wilson Adam Sarner Jake Sorofman Kirsten Newbold-Knipp Anna Maria Virzi Simon Yates Andrew Frank Mike McGuire Adam Sarner Mike McGuire Charles Golvin Andrew Frank Martin Kihn Christi Eubanks Kirsten Newbold-Knipp Jennifer Polk Jake Sorofman Simon Yates Augie Ray 8 Key Initiatives
  19. 19. 18 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. 70% of companies have a Chief Marketing Technologist today 80% of them report to Marketing
  20. 20. 19 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Marketing's Top Three Challenges
  21. 21. 20 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Twenty-seven percent of the analytics budget goes to outside experts Q. How does your organization's spending on marketing analytics break out among the following categories? 41 29 14 19 17 15 16 14 16 11 11 0 20 40 60 80 100 2013 2015 Consulting Analytics services purchased from an external service provider Data purchased from external sources Software purchased as a license or as a service Internal cross-charges Labor* *Note: Internal cross-charges were not broken out in 2013 and likely included significant labor charges. Percentage of Respondentsn=252
  22. 22. 21 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Top Marketing Technology Investments by Area of Focus
  23. 23. 22 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. CEOs' Five-Year Investment Intention Toward a Range of Modern Technology-Enabled Capabilities
  24. 24. 23 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. CEOs' Digitally Attributed Revenue Prediction for 2016 and 2019
  25. 25. 24 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Business People Things Maximize retention of and relationships with things Smart machines and things as customers Robotics Smarter machines Automation Autonomous Smart, semi-autonomous things become the primary "customer" Business People Optimize interactions Deeper customer relationships, analytics Mobile Big data Social D-marketing Exploit nexus to drive greater efficiency Transform sales channel into a global medium to drive efficiencies Optimize channels Automation of business operations Electronic data interchange Business intelligence Portals E-business Business People Business People Extend relationships Internet and digital technologies CRM Web Web Extend relationships into new markets/ geographies Change of Kind Change of Degree The Journey Onward to Digital Business Pre Web People Build relationships that drive business or lower cost Optimize relationships Emerging technologies ERP CRM Analog Focus Outcomes Entities Disruptions Technologies Post Nexus Business People Things Extend potential customers from people to things Build new business models Creation of new value and new nonhuman customers Sensors 3D printing Smart machines D-business
  26. 26. 25 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Priorities Focused on Technology CEO Survey – Financial Industry
  27. 27. 26 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. CEO Investment Areas
  28. 28. 27 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. CEOs' Impediments to Strategic Business Change
  29. 29. © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. #GartnerSYM Voice of L'Customér • Opportunity: - Build sustainable relationships with beauty product consumers • Data and Analytics: - Collects, cleanses, classifies, and understands the sentiment of millions of online posts per day from dozens of listening posts via Clarabridge - Tracks interests of 17,000 Facebook fans and 1.5M "likes," and 41,000 Twitter followers - Identifies actionable consumer comments and routing to the "Voice of Beauty" command center for appropriate handling • Results: - Transformed how brand awareness and loyalty are leveraged - Enables real-time, direct interaction with consumers
  30. 30. © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. #GartnerSYM Stretching Analytic Performance to Measure Price Elasticity • Opportunity: - Business lacking the ability to react to market conditions and new product launches • Data and Analytics: - 8.9B sales line items, 1.4B SKUs, 1.8B rows of inventory, 3,200 stores - Calculating store-item price elasticity over 12.6B parameters • Results: - Price elasticity now measured weekly against all data instead of quarterly against a subset - $600K annual savings; 6,000 lines of batch code reduced to 400 lines of PIG
  31. 31. © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. #GartnerSYM The Search Is Over for Online Shoppers • Opportunity: - Help online users to find what they're looking for more quickly • Data and Analytics: - Product and category popularity scores are generated from social media feeds using text mining - Machine learning-based semantic search capability from the clickstream of 45M online shoppers per month • Results: - Project "Polaris" search engine - 10% to 15% increase in online shoppers completing a purchase (reduction in cart abandonment)
  32. 32. © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. #GartnerSYM Screening Those Not Just Watching Screens • Opportunity: - 800% growth in TV commentary online - 40% of people who own tablets or smartphones use them while watching TV • Data and Analytics: - Enhanced Nielsen ratings data with Twitter data - SocialGuide captures and classifies tweets for 234 English and Spanish channels and 36,000 programs • Results: - Improve ability to capture viewers attention for more than a 30-second spot or 30-minute show - Get viewers to take action regarding a brand - A new information product that measures the viewer engagement of broadcasters' programming
  33. 33. © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. #GartnerSYM Unleashing Big Data and Analytics • Opportunity: - Improve revenue at this small Washington zoo • Data and Analytics: - Monitors, integrates, and analyzes data collected at exhibits and event sites, social channels, and ticket sales and historical data from 600,000 annual visitors - Created simpler and more targeted marketing campaigns with the help of Partners • Results: - Increased online ticket sales by 700% - Doubled annual member renewals from 3% to 6%
  34. 34. © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. #GartnerSYM Dark Data Shedding Light on Retail Space Optimization • Opportunity: - Improve in-store customer experience • Data and Analytics: - Historical video feeds from existing security cameras - Video analytics and visualizations from Prism Skylabs to understand shopper profiles (e.g., sex and estimated age) and shopping traffic patterns • Results: - Heat maps identified customer wait times, enabling the businesses to improve store flow - Optimized relative product placement - Improved employee assignments and scheduling improve customer service levels
  35. 35. © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. #GartnerSYM Cutting the Number of Cut Credit Cards • Opportunity: - Prevent corporate credit card customers from canceling • Data and Analytics: - Replace static business rules such as "declining use" with more sophisticated predictive models using IBM's SPSS - 40 predictive models analyzing 18 months of historical transactions and 115 variables including: The customer's industry, annual revenue, number of merchants paid, number of corporate credit cards and charge points - Vendor-supplied and internal data including hundreds of millions of records in its SAS data warehouse • Results: - Identifies 24% of Australian corporate accounts that will close within 4 months - Increases the amount of time to intervene and save the account
  36. 36. © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. #GartnerSYM And the Award for Best Writer, Director, and Producer Goes to … Us All • Opportunity: - Produce entertainment content that optimizes interest, buzz, appeal, membership, and viewership • Data and Analytics: - 25M users; 30M plays/day (incl. rewinds, fast forward, and pauses); 1B hours of streaming video watched per month; 4M ratings/day; 3M searches/day - Geo-location, time, and device information - Integrated Nielsen ratings and social media data from Facebook and Twitter • Results: - Developed plot adaptation, scenes, colors, and selected actors for its "House of Cards" series - Committed $100M for two full seasons of the show
  37. 37. © 2013 Gartner, Inc. and/or its affiliates. All rights reserved.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Image: Burberrryplc.com "There will be seven billion smartphones in everybody's hands in the next five years. Now, everybody is a digital customer, so doing things digitally is no longer a niche play. Doing things digitally is how the entire world communicates." Angela Ahrendts, CEO The Entire World Is Digital Now "There will be seven billion smartphones in everybody's hands in the next five years. Now, everybody is a digital customer, so doing things digitally is no longer a niche play. Doing things digitally is how the entire world communicates."
  38. 38. © 2013 Gartner, Inc. and/or its affiliates. All rights reserved.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Neil Ashe, CEO of Global E-Commerce Image: Walmarrt.com "We’re building a global technology platform whose goals are as simple, frankly, as they are audacious. We want to know what every product in the world is. We want to know who every person in the world is.” Global digital aspirations "We’re building a global technology platform whose goals are as simple, frankly, as they are audacious. We want to know what every product in the world is. We want to know who every person in the world is.”
  39. 39. © 2013 Gartner, Inc. and/or its affiliates. All rights reserved.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. "We increased our target for digital to 40%-45% of our business. I wanted to signal to our people we wanted to be a little more energetic. If you asked — what do I regret about the past five or ten years? We didn't go fast enough." Sir Martin Sorrell, CEO Image: WPP.com Should Have Gone Faster "We increased our target for digital to 40%-45% of our business. I wanted to signal to our people we wanted to be a little more energetic. If you asked — what do I regret about the past five or ten years? We didn't go fast enough."
  40. 40. CONFIDENTIAL AND PROPRIETARY This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other intended recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved. Alexandre Blauth Executive Partner alexandre.blauth@garter.com @ablauth Technology and Marketing Trends

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