42. Creating contextual messages with the same
production process as mass communication
will not work.
Organisations will need to think in
systems that generate messages.
54. Estimation of maturity
1. Experimental: someone in the company needs to get in touch
with the technology.
2. Algorithmic: Part of the process can be replaced by the
technology.
3. Approximation: Entire process can be replaced by the
technology.
4. Own interpretation: Current manual labour gets replaced.
55. Organisation in our agency
1. Experimental: Set up POC’s and separate hype from trend (ie.
Beacons).
2. Algorithmic: Install code and run in pairs with (human) expert
(ie. Chatbot).
3. Approximation: Change 50% of the team, give it a new focus (ie.
Media buying).
4. Own interpretation: Change from expert to consultant (ie. SEO).
58. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Breadth of knowledge
Depth of knowledge
59. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
KWR
On-site
Sitemap
Links
Crawls
HTML
Tooling
Domain
Depth of knowledge
Breadth of knowledge
60. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
KWR
On-site
Sitemap
Links
Crawls
HTML
Tooling
Domain
• Complete domain will be automated next 3 - 4 year.
• Working on ‘digital autorithy’ as main focus.
• Means coordinating with content, PR and events.
• Search Engines no longer thé central platform.
• Marketeers will research personal assistants and aggregators.
‘Digital equity manager’
61. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Campaigns
PPC
Programmatic
Display
Video ads
Social ads
Mediaplan
Short-copy
62. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Campaigns
PPC
Programmatic
Display
Video ads
Social ads
Mediaplan
Short-copy
63. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Campaigns
Segmentatie
Automation
Database
Creative
Content
64. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Campaigns
Segmentatie
Automation
Database
Creative
Content
Profiling
Inbound
CRM
65. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Community
Short copy
Platforms
Creative
66. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Community
Short copy
Platforms
Creative
67. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Setup
A/B testing
Funnel analyse
Testhypothese
BI insights
Tag management
Privacy
68. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
A/B testing
Funnel analyse
Testhypothese
Tag management
Privacy
Setup
BI insights
69. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Architecture
Experience
Visual design
Usability
User testing
Technology
Content
70. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Architecture
Experience
Visual design
Usability
User testing
Technology
Content
71. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Copywriting
Content-planning
Strategy
Tone of voice
Inbound
Technology
Vertalingen
72. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Copywriting
Content-planning
Technology
Vertalingen
Tone of voice
Strategy
Inbound
73. Marketing team of the future
Strategy
&
Experience
Data
&
Audit
Content
&
Communication
74. Strategy
&
Experience
Data
&
Audit
Content
&
Communication
• DMP expert
• Data scientist
• Client expert
• Analytics expert
• Digital strategist
• UX/UI team
• AR & video producer
• Journey managers
• Content editorial team
• Inbound marketeers
• Conversational manager
• Marketing planner
• Event/PR/ATL
Tech & IT
Management - Strategy - Journeys - Planning
76. High speed Tilting the organisation to a
customer-centric approach, in
stead of one split by channels.
77. E-commerce Marketing IT Sales
Phase 0: product based silos
Product Line 1
Product Line 2
Product Line 3
…
3 x
online marketeers
3 x
communication
1 x
IT specialist
2 x
business developers
78. E-commerce Marketing IT Sales
Phase 1: project teams SLAM
…
3 x
online marketeers
3 x
communication
1 x
IT specialist
2 x
business developers
SLAM team
Full journey
Quick & agile
Complete team
“Small agencies”
Product Line 1
Product Line 2
Product Line 3
79. Phase 2: tilting to user needs
User need #1
User need #2
User need #3
User need #4
3 x
online marketeers
3 x
communication
1 x
IT specialist
2 x
business developers
E-commerce Marketing IT Sales
80. Marketing technology
Phase 3: evolving leadership
User need #1
User need #2
User need #3
User need #4
3 x
online marketeers
3 x
communication
1 x
IT specialist
2 x
business developers
83. What you should remember:
‣ install a digital culture to get the organisation up to speed
‣ 3 level transformation
‣ estimate urgency per technology in 4 levels of maturity
‣ connect communication and tech talent (SLAM teams)
‣ assess T-shaped profiles of your team
‣ prepare future AI-driven content by installing data management
and personalisation tools