For more information about the marcus evans marketing summit series: marketingseries@marcusevanscy.com Tricia Weener, Head of Marketing, Commercial Banking, Global Banking & Markets, APAC at HSBC discussing The Future of Marketing at the CMO ANZ Summit 2015.

1. 1
The future of marketing
Tricia Weener
Head of Marketing
Commercial Banking, Global Banking & Markets, Asia Pacific
18 August 2015

3. “In the old world, you devoted
- 30% of your time to building a great service and
- 70% of your time to shouting about it.
In the new world, that INVERTS.”

4. BRAND IS
WHAT
YOU SAY
BRAND IS
WHAT
YOU DO
TV
CAMPAIGNS
SPONSORSHIP
EVENTS
SOCIAL MEDIA
CUSTOMER EXPERIENCE
CONTACT FULFILMENT
SERVICE DELIVERY

8. WeChat vs. Whatsapp
Service features
Source: R3 Worldwide (2015)

9. Xiaomi vs Apple
Imitation is flattering
Source: R3 Worldwide (2015)

10. Xiaomi vs Apple
Imitation is flattering
Source: R3 Worldwide (2015)

11. Xiaomi vs Apple
Imitation is flattering
Source: R3 Worldwide (2015)

12. Xiaomi vs Apple
Imitation is flattering
Source: R3 Worldwide (2015)

13. Xiaomi
Innovation is fattening
• Caller Location
• Weekly “Crowdsourced” updates
• Portable Wifi (20rmb)
• Incredibly Cheap
• #1 in China, #2 in India
• Diversified offering
• Online retail
• Offline showcase/experience
• Long term planning
Source: R3 Worldwide (2015)

16. Key findings
• Marketing will increasingly be seen less as a cost and more as
a source of revenue
• Marketing will take the lead in the customer experience
• Engagement is becoming paramount
• The new marketer combines operational and data skills with
a grasp of the big picture
• Digital and data dominate investment
• Two trends to watch: real-time personalized mobile and the
Internet of Things

17. Key findings
• Marketing will increasingly be seen less as a cost and more as
a source of revenue

19. Key findings
• Marketing will increasingly be seen less as a cost and more as
a source of revenue
• Marketing will take the lead in the customer experience

20. Surface
Plumbing
Capability
The membranes (websites, apps, etc.)
through which customers interact and
use services
An organisation’s technology
infrastructure, platforms and systems
An organisation’s people, skills,
processes, governance, ways of working,
etc.
Vision
A shared articulation of the desired
future customer experience, and of the
organisation that delivers it.

23. Key findings
• Marketing will increasingly be seen less as a cost and more as
a source of revenue
• Marketing will take the lead in the customer experience
• Engagement is becoming paramount

27. Key findings
• Marketing will increasingly be seen less as a cost and more as
a source of revenue
• Marketing will take the lead in the customer experience
• Engagement is becoming paramount
• The new marketer combines operational and data skills with
a grasp of the big picture

29. Measuring the difficulty and value of analytics
Difficulty
Value

30. New roles in marketing managing new
specialisms and collaborations
Chief Content
Officer
Managing
Editor
Social
Engagement
Manager
Data Lead
Director of
Audience
Chief Product
Officer
Content Strategist Digital Ad
Manager
Simplicity
Engineer
Chief Technology
Officer
Chief Experience
Officer
Chief Listening
Officer
Channel LeadInfluencer
Relations
Data Scientist

32. Key findings
• Marketing will increasingly be seen less as a cost and more as
a source of revenue
• Marketing will take the lead in the customer experience
• Engagement is becoming paramount
• The new marketer combines operational and data skills with
a grasp of the big picture
• Digital and data dominate investment

34. Every SIXTY SECONDS on the internet
Source: Evrythng (Andy Hobsbawm, 2015)

37. Key findings
• Marketing will increasingly be seen less as a cost and more as
a source of revenue
• Marketing will take the lead in the customer experience
• Engagement is becoming paramount
• The new marketer combines operational and data skills with
a grasp of the big picture
• Digital and data dominate investment
• Two trends to watch: real-time personalized mobile and the
Internet of Things

38. The age of smart products is happening now
IT AUTOMATION WEB ENABLEMENT SMART PRODUCTS
Harvard business strategist Michael Porter believes that smart products represent a 3rd
wave of competitive advantage from technology that will make or break all businesses.
Technology’s 3rd Wave
How smart, connected
products are transforming
competition
Source: Evrythng (Andy Hobsbawm, 2015)

40. 80 billion
apparel items
5-10 trillion
disposables
83 million cars
2.3 billion computing devices
Internet of
Things
Internet of
Everything
Source: ThinFilm (IDC; Gartner; World Bank; IMF; HIS; The Semiconductor Industry Association; OICA; IC Insights; MarketLine; Apparel Market; Planet Forward; Companies &
Markets)
6.0 billion RFID chips
19 billion microcontrollers
The internet of everything

43. For more information about the
marcus evans marketing
summit series:
marketingseries@marcusevanscy.com