Forecasts for 2013: 7 game-changing megatrends shaping the agenda for marketing leaders.

1. 7 Marketing Inflection Points
Shaping things to come
Kevin Masi, Co-founder & President / Future Builder
Torque ltd.
kmasi@torquelaunch.com
@MaseratiTorque
Torquelaunch.com/Marketing-Inflection

2. Marketplace
Proliferation
2
Products
Communcation
Channels
Sales channels

3. 1: Social Media

4. Facebook
• Facebook will go public for $5 billion
• Biggest Internet IPO seen
• Worth more than General Motors,
the New York Times Company,
& Sprint Nextel combined
• Approaching 1 billion users
4

5. Pinterest
• 11 million unique visitors as of January 2012
• In less than 1 year, Pinterest is #5 Social Network,
beating out LinkedIn and Google+
5

6. 2: Mobile

7. Mobile Forecast 2012
• Ad revenue est $11.6 billion, up 85.4% over 2011
• 125 million Americans will access social networks via
mobile handsets
- Ad revenue for social networks est $412.7 million
• Revenue from consumer apps est $26.1 billion,
up 30.7%*
• Mobile wallet, Mobile financial services, m-banking
• Access to data & connection wherever you is
Behavior-changing
7
Marketing Mistake #10:
Under-Appreciating the
Speed of Mobile
Torque post
*Forecast from
Strategy Analytics

8. Mobile local search volume will surpass
computer local search by 2016
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*Forecast: Mobile local
search volume is surging
BIA/Kelsey

9. 3: Inbound Marketing

10. The Inbound Marketing Explosion
Content marketing, Nurture Marketing, Search & Social Media Marketing
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11. 4: Business Modeling
Driving Marketing through operations and any other area of business that makes the
offering relevant, distinct and valued

12. Business modeling is now the domain of marketing
Business Model Generation
Unbundling • Long tail • Multi-sided platforms • Free • Open business models
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13. Value analysis: Blue Ocean Strategy
13
flexibility number of
content
threads
Single view
Low
High
traffic
drivers
ease of use trackabilityeditorial
focus
ContexTV
Competing
services

14. Blue Ocean Grid
Eliminate-Reduce-Raise-Create
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15. 5: Big Data

16. Splunk IPO April 19, 2012
Gained 109% day 1 market value $3 billion
“Your IT infrastructure generates massive amounts of data.
Machine data - generated by websites, applications, servers,
networks, mobile devices, etc.
Splunk turns your machine data into valuable insights by
monitoring and analyzing everything from customer
clickstreams and transactions to network activity to call records.”
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17. Big Data: Consumer Behavior Analytics
How Companies Learn Your Secrets
New York Times with Dan Hill
• Target monitors enormous amounts of consumer
purchase data
• Brand habits can be changed during major life events
• Consumers pick up new behaviors
- pregnant women load up on unscented skin care products, large
packages of cotton balls and zink supplements)
- Target sends promotional mailers for baby products (along with
other products so as not to spook them!)
“Mathematicians are suddenly sexy.”
17

18. 5: Users, not Customers

19. Users, not Customers: Aaron Shapiro
Who really determines the success of your business
• Engage all audiences: customers and profit will follow
• User-centric marketing
- Useful, valuable content
- Tapping digital channels: owned, earned & social media
- Touchpoints throughout the organization
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Beauty, Function or
Satisfaction. What
Are You Giving
Your Users?
Torque post

20. 6: Crowd Sourcing
(As well as open sourcing and the cloud)

21. Product innovation
• Launched in 2001 as a program in which at least half of
the innovation comes from external crowd sourcing
• Olay® Regenerist
• Oral-B® Pulsonic® Toothbrush
• Febreze® Candles™
• Pringles® Stix
• Bounce Lint & Freshness Roller
• Mr. Clean® Now so much more than a household cleaner
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22. Crowd Spring
• Logo design
- 110+ average entries
- 114,269 creatives
- Custom design
- Projects start at $269
• Company Naming
- 100 names or money back
- Projects start at $269
• Small websites
- Sites with 5 pages or less
- Design only (no coding)
- Projects start at $729
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23. Fiverr.com
The world's largest marketplace for small services,
starting at $5. Buy. Sell. Have fun.
• Burger King TV spot: The Stunner is Back
• Torque 20th Birthday
• Birthday Beatbox
• Tales from Beyond
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24. The New Rules of Innovation:
Need, Speed and Greed
• Open innovation
• Prize incentives
- Ansari XPrise: $10mm prize to fly a reusable
aircraft 100 km into space twice
- Virgin Galactic
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25. 7: Affiliate and Performance
Marketing

26. Unlimited Sales Channels
ClickBank.com
- Digital marketplace
+ affiliate network,
featuring over
70,000 products.
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27. Tying it all Together
Torque post
• Integrate technology, brands and
content media to reach many users
with valuable content through their
channels or choice.
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28. Torque
• Branding and marketing company
• Celebrating 20 years in 2012
• Building engaging brand experiences
for all user Tribes, through digital
content, platforms and programs
• Serving companies facing tough
competition
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Technology
Healthcare
Consumer products
Real estate, building products