Change of Altitude Podcast

Volume of data mind boggling

Beginning of 2020 … global data created est. 44 zettabytes

If this number is correct, it will mean there are 40 times more bytes than there are stars in the observable universe.

By 2025, it’s estimated that 463 exabytes of data will be created each day globally – that’s the equivalent of 212,765,957 DVDs per day!

Key daily statistics:

• 500 million tweets are sent
• 294 billion emails are sent
• 4 petabytes of data are created on Facebook
• 4 terabytes of data are created from each connected car
• 65 billion messages are sent on WhatsApp
• 5 billion searches are made

Need to understand:

• Architecture
• Relevance vs. clutter

What to do?

• Take the lead
• Educate yourself
• Right Internal and external partnerships
• Numbers not words … diligently measure
  • Sales contribution
  • Revenue
  • Business
• Balance data with creativity

Marketing’s 4 Ps:

1. Price
2. Product
3. Promotion
4. Place

Impact of New Technologies:

• artificial intelligence
• augmented reality
• 5G connectivity
• Internet of Things
• Smart speakers
• Wearables
• Blockchains

Leading to increased levels of:

• Consumer insights
• Real-time interactions
• Hyper-targeted, hyper-relevant consumer engagement

Marketing’s History

• Better product … tell consumers
• Consumer psychology
  • Relationship
  • Affinity
  • Status
  • Attractiveness
  • Joy
  • Success
• Internet & data driven
  • Not just online
    • Direct mail
    • Direct response ads
  • One-to-one … individualized messaging
• Social Media & mobile
• New technologies
  • Exponential increase in data
  • Real-time interactions
  • Decline of sales funnels
  • Expectation of great products and experiences
  • Positive impact on society

Success factors

• Authenticity
• Immersive
• Real-time
• Sensible and sensitive
• Remote delivery and management
  • Logistics
  • Experiences
  • Demos
  • Training

Marketers’ needs

• Open-minded
• Technology savvy

Content

Messaging

Imaging

New devices

Complexity

Collect, analyze, and leverage data

Mission

• Brand building
• Reputation management
• Drive business growth
• Create platforms for sustained competitive advantage
  • Platform
  • Partnerships
  • intellectual property