The Future of Marketing
with Rishad Tobaccowala
The Future of Marketing
with Rishad Tobaccowala
In this episode Advertising industry legend Rishad Tobaccowala shares his perspective on the future after 30+ years as head of strategy at globe-spanning agency Publicis. In the next phase of digital transformation, he envisions marketing and design encompassing every aspect of a business, from product to store to customer experience, because “everything else will be highly automated.” Check out this energetic dialog for insight about how organizations and markets will evolve. You’ll also learn Rishad’s technique for forecasting long-term trends. Visit rishadtobaccowala.com , join his newsletter rishad.substack.com and follow him on Twitter @rishad
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Hosted By Brett King, Jason Henrichs, & JP Nicols
The #1 global fintech radio show and podcast. Every week we explore the personalities, startups, innovators, and industry players driving disruption in financial services; from Incumbents to unicorns, and from the latest cutting edge technology to the people who are using it to help to create a more innovative, inclusive and healthy financial future.
Rishad Tobaccowala is an author, speaker, teacher, and advisor with four decades of experience specializing in helping people, organizations and teams re-invent themselves to remain relevant in changing times.
02:45 – Rishad Tobaccowala newsletter
will be bohemian and eclectic in that it will mix art and science, it will have a certain wanderlust and will roam into different areas and will have no fixed format or schedule
03:20 – The Third Connected Age.
The Third Connected Age. In 1993 with the advent of the World Wide Web we entered The First Connected Age where we connected to discover and connected to transact. This is today known as Search and E-Commerce which are forces that have given rise to companies like Amazona and Google. In 2007 we entered The Second Connected Age (which builds on and does not replace The First Connected Age) when we were connected all the time and connected to everybody due to smart phones and social networks. These two advances which we call Social, and Mobile have re-ordered society, politics and culture while creating juggernauts like Apple and Facebook but also enabling everything from Uber to Airbnb to Dollar Shave Club.four new connections that will drive The Third Connected Age. Data connected to data which is machine learning the form of AI that is most scaled. Much faster and resilient forms of connection called 5G.New ways of connecting including Voice, Augmented Reality and Virtual Reality. New Trust Connection built on the Blockchain.
09:35 – Marketing is more about experience
Marketing has become much more about experiences and much more about purpose and values then it’s about saying something about the brand and to me if you spend money designing a better product if you spend money on better customer service and stronger employees you actually have a stronger brand.
10:30 – we choose with our hearts and we use numbers to justify what we just did
13:40 – the journey has changed
24:03 -only the schizophrenic will thrive
what i mean by that is you need to have two teams in a company, two real teams everybody knows about them one very much focused on today and one very much focused on tomorrow reporting into the same board and the same leadership but with the following differences a they are allowed to run slightly different cultures, incentive programs and have different goals and different tech.
29:35 – To win make sure you have world class talent
34:45 – Ten Forecasts for the Next Decade. Looking Back
36:00 – I believe it’s connecting dots in new ways that shows you the future
36:23 – Trends that are unstoppable
Demographics the world is getting older and the population is starting to shrink (except africa)
The long term impact of Covid will change life forever,
the future of work has changed eg Fractionalized Employee.
Today most companies combine three types of work forces. 1) A full-time employee, 2) A full time or part time contracted employee from another firm (e.g., Wipro or Cap Gemini) 3) Free-lancers (directly or via an intermediate firm) Full-time employees are usually the backbone of any company and its culture with contracted and free-lancers being mixed in to expand expertise and manage oscillating workloads in a cost-effective manner. We may now want to think of a fourth type of worker to reflect the forces of technology, shifting demographics and new mindsets: The Fractionalized Employee.
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