nasscom martech confluence 2016 session 1:opening keynote
TRANSCRIPT
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How Consumer Hyper-adoption and
Emerging Technologies Drive Digital
Disruption
James McQuivey, Ph.D.September 1, 2016
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Tesla Motors
276,00036 hours400k+
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The Model 3 teaches us 3 things
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Consumer
Hyperadoption
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Hyperadoption has changed literally billions of lives
?
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Digital
Disruption
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Digital disruption has generated outsized growth and pain
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Customer
Experience
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Customer experience drives revenue growth
35%31%
13%9%6%
2%
-3%
2%
CX Leaders CX Laggards
Revenue Growth for individual companies in select industries, 2010-2014
Cable AirlineInvestmentsRetail
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Customer
Experience
Digital
Disruption
Consumer
Hyperadoption
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In the world of hyperadoption,
digital disruption, and customer
experience marketing must rapidly
evolve to the next level
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Old marketing had a simple role
Marketing Sales Transaction Support
Providing technology for this is easy – you just automate
existing marketing and communication processes
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Tesla shows how marketing will change
Marketing Sales Transaction Support
Sales Transaction Support
End-to-end marketing support
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New marketing is about digital, software-based relationships
Marketing Sales Transaction Support
Sales Transaction Support
End-to-end relationship support
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This product
is really a
relationship
platform
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“Tell me a joke”
“What’s the weather?”
“Play the Beatles”
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The new marketing requires technology that:
›Collects and understands data about the customer
›Anticipates what the customer needs next
›Reaches the customer wherever they are
›Communicates with the customer in as natural a
way as possible
›Collects and understands data about the customer
›Anticipates what the customer needs next
›Reaches the customer wherever they are
›Communicates with the customer in as natural a
way as possible
Notice that the customer is at the center of this tech
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? What is stopping me?
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The biggest obstacles are internal› PERCENTAGE THAT AGREE WITH EACH STATEMENT (TOP 2 BOX)
89%
65%
38%
32%
There is significant opportunity for digitaltools and experiences to change the
industry we serve
People in our company are excited aboutthe changes that digital will bring to our
company
People in our company have the skillsneeded to adapt to the changes that digital
will bring to our company
Our company has policies and businesspractices that will enable us to adapt to the
changes that digital will bring to our…
49%24%
Base: 285 global executives
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Move marketing to the next level:
Use martech to become digital
disruptors and deliver amazing
customer experiences to today’s
hyperadoptive consumers
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forrester.com
Thank you
James McQuivey, Ph.D.
VP, Principal Analyst