FUTURE-PROOF* your MARKETING;
I JUMP into a time machine and bring back marketing strategies that prepare your brand for what’s coming next, using THE BEST MACHINE Learning & Ai tools, INNOVATION & culture forecasting, I call it future-proofed marketing; Marketing + Ai + culture
Dudley Nevill-Spencer email email@example.com + 44 (0)7900 241 557
the disruption has only just begun
*adjective (of a product or system) unlikely to become obsolete.
Click on the video above for an explanation of what I do, 4th Industry marketing and the 4th Industrial revolution
We are living through the the biggest changes in history, where what it means to be human will forever change as technology blends the Digital, Virtual and Biological - the fourth Industrial revolution** ( #4ir ).
I am a professional marketing strategist with over 20 years experience combining technology, culture and marketing. A student of Machine Learning at MIT, I have run strategy, culture integration, PR, Innovation and Influencer consultancies, and combine these skills to create what I call “future-proofed” or “4th Industry“ marketing strategy, approaching marketing through the lens of the fourth Industrial revolution.
The #4ir affects every area of your marketing strategy, from insight and planning, to customer segmentation, channel strategies, content development, paid social and advertising, it affects who you sell through, the distribution and retailing opportunities and the relationship with your customers.
my role is to study and curate the LATEST TECHNOLOGICAL innovations and cultural trends that are relevant to your brand, UNDERSTAND how they will affect your business, your competitors and customers, and use the knowledge to form COHERENT, channel agnostic marketing COMMUNICATION, EXPERIENTIAL AND INNOVATION CAMPAIGNS
#machinelearning #culturemarketing #4thindustrymarketing #4irmarketing #4ir #i4
Dudley@futureproof.marketing +44 7900 241 557
HOUSEHOLD BRANDS WILL STRUGGLE WITH RELEVANCE & CONSUMER LOYALTY
we are going through the biggest tech & societal changes in history. for brands to survive & thrive they will need a Brand Purpose that is integrated into their consumers cultural lives, that builds an emotional connection WITH THEM AND SUPPORTS THEIR TRIBE, BRAND LOYALTY WILL DIE, TRIBE LOYALTY WILL REIGN SUPREME
MICRO TRENDS & CUSTOMER TRIBES WILL MULTIPLY EXPONENTIALLY
CUSTOMER SEGMENTATION WILL CONTINUE TO FRACTURE as tribes and micro-trends multiply. POWERED BY A.I & blockchain consumers WILL FIND AND FORM THEIR OWN DARK SOCIAL MICRO-groups AND DISCOVER COMPETITOR BRANDS around shared INTERESTS AND BELIEFS, DATA WILL BE HIDDEN AND REGULATED, BRANDS WILL NEED THEIR OWN SOCIAL AND DIGITAL PLATFORMS TO OWN ANY NEW DATA
A.I/BLOCKCHAIN WILL ERODE "BIG" ENTERTAINMENT & MEDIA
media companies will fragment as individuals become media brands in their own right, with their own currency, influence, networks & content, paid for directly by their fans with no need for a media platform or company to promote, distribute OR protect them. CULTURE WILL BE DEVELOPED “ON THE INSIDE” AND BRAND RELEVANCE WILL ONLY OCCUR BY SUPPORTING CULTURE
brand strategy, social, influence & martech
influencers & culture blog
Below are a selection of clients and campaigns I have consulted on. For more information please contact on the details below:
In the twenty years I've worked as a marketing, innovation and culture specialist, I've had the privilege of working for some of the words most famous brands and their agencies. Without a doubt this is the most exciting time to be in marketing. The Tools and data we have at our hands to inform our campaigns and Insights are truly phenomenal, and the culture and entertainment that brands can work with to create an emotional connection with their audiences is outstanding, but the speed with which brands can become obsolete and irrelevant is quickening daily, and the disruption has only just started.
It's my job to piece together this changing technological, cultural and business landscape, and craft a coherent marketing strategy that ensures your brand is at the cutting edge, combining science and art to create truly effective brand strategy.
My key skill sets are below, and I've worked on strategy for accounts as varied as Amazon, British Gas, CIROC, Diageo Reserve, Formula-e, Hive, Honda, The European Union, Grey Goose, SWATCH and NIKE.
firstname.lastname@example.org +44(0)7900 241 557
BRAND STRATEGY utilising MACHINE learning
Combining traditional marketing skills with a deep knowledge of Machine Learning and Narrow AI, allowing for the development of marketing strategy that outlines the business risks, and harnesses the opportunities of the 4th Industrial revolution.
Specialist at combing the “science” of data and the “art” of marketing, creating data informed brand strategy that finds and develops a deep emotional connection with your audience.
Expert in multiple MarTech tools and understanding data, its sources, algorithms and predicative models used to create effective future-proofed marketing strategy. Areas of focus include Machine Learning & its application to Insight, segmentation, content creation, channel strategy, innovation, experiential, retail, social, digital and paid social.
CULTURE INTEGRATION & ENTERTAINMENT MARKETING
Extensive experience utilising culture as a platform for integrating brands with customers - this will become a more dominant form of marketing than traditional advertising as traditional ad content is sidelined and blocked and channels to market become curated by AI and Voice.
Provision of culture and entertainment marketing strategies for Brands Including the development of narrow AI / Machine Learning informed "culture radars" that provide intel and opportunities within Sub cultures and nascent movements.
The creation of Brand passion platforms and a global, deep network of entertainment and talent relationships.
THOUGHT LEADERSHIP, I.P DEV & MASTERCLASSES
Thought leadership articles for Agencies and Comms professionals, specialising on the future of the industry, AI and the place where strategy, culture & tech meet - 4th industry marketing.
Creation of Master classes for brands on how to integrate ML into marketing strategies, measure and execute Social, Influencer and Data based marketing.
Chairing and speaking on guest panels about the future of the industry including The Festival of Marketing and opening The Influencer Marketing show 2018
FREQUENTLY ASKED QUESTIONS
What does does 4th Industry marketing mean?
I coined the term “4th industry marketing” to explain the process of conducting marketing through the filter of the 4th Industrial Revolution. My focus as a strategist is to future-proof your brand by looking at EVERYTHING through the lens of the 4th industrial revolution, the fusing of the physical digital and virtual, so my answers to your brand problems take this into account and unearth the opportunities - and risks - this revolution brings.
As a strategist, this means utilising all the traditional skills but and employing technology to inform brands about their customers psychographics, value and micro-tribes, understand what people really think about brands through Social Listening and scraping, enable brand experience amplification through VR, AR, MR and Social VR, determine what content should be created and how it should be distributed by new platforms, and Influencer and ROI measurement.
Strategy - How does 4th Industry marketing affect my brand or agency?
Simply put, it Future Proofs your brand or Agency. Its my job to understand the latest in tech, tools, entertainment trends and culture and integrate them into strategic insight, communications, activation, amplification and measurement strategies.
Customer segmentation - How does does affect the customer?
4th industry marketing focuses on understanding and targeting multiple micro-tribes, this is based on the belief that customer Tribes will continue to fracture and morph, creating new groups on new channels that are important to consider - for example the current rise of “Dark Social”. Large, generic customer cluster campaigns are still relevant but the way you communicate your positioning and the channels you use needs to be continuously reviewed and tweaked depending on the changing habits and groupings of your targeted customers.
Do I work for agencies or brands?
The short answer is both. I have worked with the large networked agencies and medium sized Independants. The nature of my work however means that its not suited to to small agencies or non-global brands.
What categories do I work for?
Consumer brands across multiple categories. Brands I have worked for, in alphabetical order include, Amazon, British Gas, Bacardi, Centrica, Ciroc, Diageo, Formula E, The E.U, Gansevoort Hotels, Hive, Nike, Nokia, Orange, Porsche and many others.
What Tools and tech have you worked with?
A large part of my job is to test and demo new tech tools, I average about 2 demo sessions a week and have worked with literally hundreds of tools. Tech companies tell you they can do everything but the truth is that they can normally only do one or two things very well and its my job to advise what works best for you and build a tech stack that delivers what you and or your clients need.
Tools ive worked with include multiple social listening, image recognition, social management, campaign management, audience search, influencer market, influencer search, AI video creation, content management and sentiment analysis.
Why do you talk about culture and entertainment so much - whats that got to do with 4th Industry Marketing?
Over time, linear advertising and “walled gardens” like Netflix etc, will reduce in relevance. AI assistants will source content on the individual servers of content creators and blockchain will enable micro-payments and do away with the need for large publishers or distributors in film, music and art.
The only reason we currently watch ads is so that we can see the content we like at the end of the ads, as AI will enable content discovery of individual creators this model will slowly loose relevance.
Companies will need to create media in their own right, developing content that is either useful or entertaining to ensure customers dwell on their channels and are exposed to their products and services.
The best way to do this is to understand your customer, understand what they care about - culturally - and create platforms that support their passions, and that’s culture marketing.