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Adam Richardson
Innovation X: www.innovationxbook.com   eMarketing Conference 2010
Twitter: @richardsona                  ...
We are a global innovation firm.
480 people / 32 nationalities / 40 years of experience




    We help the world’s leadin...
April 23, 2010
@frogdesign 50,000
    @Amazon 20,000
   @Nike Plus 6,000
  @Coca Cola 21,000



                      April 23, 2010   4
“Why do you keep
 Barbies in your
 dishwasher?”




                   April 23, 2010   5
In today’s disruptive environment,
 really understanding customers
         must be job one




                          ...
But there’s a problem.
Three problems, actually.




                            April 23, 2010   7
Customers are getting more demanding
                               April 23, 2010   8
Customers aren’t fitting into segments
                                  April 23, 2010   9
Customers aren’t fitting into segments
                                  April 23, 2010   10
Customers aren’t fitting into segments
                                  April 23, 2010   11
“Our traditional research told us that there
                 was a total available world market of about
                ...
“A single story from one disgruntled
 customer may be worth more than
 reams of market research data simply
 because, whil...
Deep customer insight is required to
  uncover the new opportunities
                                April 23, 2010   14
Customer Research




          Trends                           Competitive Research




                        Logical ...
April 23, 2010   16
April 23, 2010
Complexity
             April 23, 2010
Old TV’s: how big?
                     April 23, 2010   19
Today the choices are more complex
                              April 23, 2010   20
Customers are more confused
                          April 23, 2010   21
“For HD and Blue Ray DVD HDMI audio I do not
     understand if any post-processing is done on the
     5.1 Lossless PCM c...
In a complex world, it is the job of the
  marketer to listen to, educate and
  support the customer at all points
       ...
The Typical Car Experience




                             April 23, 2010
The MINI Convergent Ecosystem
Retail                                            Lifestyle




Web


                      ...
PRODUCTS
Hardware, software,
services

INTERACTIONS
Web, blogs, social
networks, Twitter, forums,
email…

MESSAGES
Brand, ...
PRODUCTS
Hardware, software,
services

INTERACTIONS
Web, blogs, social
networks, Twitter, forums,
email…

MESSAGES
Brand, ...
This means two things.




                         April 23, 2010   28
Company                         Partners


                              R&D      Marketing    Exec      Retail           ...
Two: eMarketing must be at least 50%
             listening.
                                April 23, 2010   30
Corporations = People
                        April 23, 2010   31
Be curious
Be humble
Be genuine




             April 23, 2010   32
Innovation X: http://www.innovationxbook.com
Twitter: @richardsona
Blog: http://www.frogdesign.com/amphibious




        ...
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eMarketing 2010 Conference, frog design

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Presentation by Adam Richardson, creative director at frog design and author of Innovation X, given at the eMarketing Conference 2010 in San Francisco.

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eMarketing 2010 Conference, frog design

  1. 1. Adam Richardson Innovation X: www.innovationxbook.com eMarketing Conference 2010 Twitter: @richardsona April 23, 2010 Blog: www.frogdesign.com/amphibious April 23, 2010
  2. 2. We are a global innovation firm. 480 people / 32 nationalities / 40 years of experience We help the world’s leading companies create and bring to market meaningful products, services, and experiences that improve people’s lives. Our multidisciplinary process reveals valuable consumer and market insights and delivers lasting, humanizing solutions across multiple technologies, platforms, and media. Company overview April 23, 2010 2
  3. 3. April 23, 2010
  4. 4. @frogdesign 50,000 @Amazon 20,000 @Nike Plus 6,000 @Coca Cola 21,000 April 23, 2010 4
  5. 5. “Why do you keep Barbies in your dishwasher?” April 23, 2010 5
  6. 6. In today’s disruptive environment, really understanding customers must be job one April 23, 2010 6
  7. 7. But there’s a problem. Three problems, actually. April 23, 2010 7
  8. 8. Customers are getting more demanding April 23, 2010 8
  9. 9. Customers aren’t fitting into segments April 23, 2010 9
  10. 10. Customers aren’t fitting into segments April 23, 2010 10
  11. 11. Customers aren’t fitting into segments April 23, 2010 11
  12. 12. “Our traditional research told us that there was a total available world market of about two million units for a $499 phone; we sold over two million units in the UK alone.” “If you want to be a leading company, you have to create the products that create your destiny.” - Geoffrey Frost, former CMO, Motorola Customers are getting less predictable April 23, 2010 12
  13. 13. “A single story from one disgruntled customer may be worth more than reams of market research data simply because, while the latter may identify a problem, it is the former that can suggest the solution.” - Henry Mintzberg April 23, 2010
  14. 14. Deep customer insight is required to uncover the new opportunities April 23, 2010 14
  15. 15. Customer Research Trends Competitive Research Logical But Company Legacy Comparative Research Unexpected Insights Technology Brand Retail April 23, 2010 15
  16. 16. April 23, 2010 16
  17. 17. April 23, 2010
  18. 18. Complexity April 23, 2010
  19. 19. Old TV’s: how big? April 23, 2010 19
  20. 20. Today the choices are more complex April 23, 2010 20
  21. 21. Customers are more confused April 23, 2010 21
  22. 22. “For HD and Blue Ray DVD HDMI audio I do not understand if any post-processing is done on the 5.1 Lossless PCM channels from these players. Will DD PLIIx or THX 7.1 apply to these? What are the limitations? If I have a 1080P video stream going through the unit with HDMI to my display device, how does the OSD and Set up menu display?” Customers seek help wherever they can April 23, 2010 22
  23. 23. In a complex world, it is the job of the marketer to listen to, educate and support the customer at all points April 23, 2010 23
  24. 24. The Typical Car Experience April 23, 2010
  25. 25. The MINI Convergent Ecosystem Retail Lifestyle Web April 23, 2010 25
  26. 26. PRODUCTS Hardware, software, services INTERACTIONS Web, blogs, social networks, Twitter, forums, email… MESSAGES Brand, advertising, collateral, packaging… SETTINGS Retail, events… Everything is connected. April 23, 2010 26
  27. 27. PRODUCTS Hardware, software, services INTERACTIONS Web, blogs, social networks, Twitter, forums, email… MESSAGES Brand, advertising, collateral, packaging… SETTINGS Retail, events… All touchpoints must be integrated. April 23, 2010 27
  28. 28. This means two things. April 23, 2010 28
  29. 29. Company Partners R&D Marketing Exec Retail ODM PRODUCTS Hardware, software, services Eng. Sales Strategy SW Dev Advert. INTERACTIONS Web, blogs, social networks, Twitter, forums, email, cust svc… Design Web MESSAGES Brand, advertising, Manuf. collateral, packaging… Brand SETTINGS Retail, events… SW Dev. One: eMarketing must be connected with everything else. April 23, 2010 29
  30. 30. Two: eMarketing must be at least 50% listening. April 23, 2010 30
  31. 31. Corporations = People April 23, 2010 31
  32. 32. Be curious Be humble Be genuine April 23, 2010 32
  33. 33. Innovation X: http://www.innovationxbook.com Twitter: @richardsona Blog: http://www.frogdesign.com/amphibious April 23, 2010 33

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