XL…自下而上的商业创新…初创企业如何重塑大企业

REINVENTING MARKETINGFROM THE BOTTOM UP RobSalkowitz,MediaPlantdirector of content and strategy,principal author and investigatorNovember 11, 2013 ABSTRACT A bumper crop of startups is turning marketing upside down with new technologies anddisruptive business models. There are many advantages to engaging opportunistically withthese companies—and many risks to ignoring them. WELCOME TOTHE BOTTOM-UP WORLD OVER THE PAST 20 YEARS, RAPID INNOVATION IN THEINFORMATION TECHNOLOGY ARENA HAS LEFT MARKETERSSCRAMBLING TO CATCH UP. IT’S NEVER BEEN A FAIR CONTEST.Many of the near and medium-term changes in the marketing space,clustered around generic areas of innovation such as BigData, Social, Content, Physical/Digital Blend, and Context, allpointing toward a future vision of the Connected Customer. major disruptions in media and communications—from therapid spread and commercialization of the Internet to therise of e-commerce to social networks and the app-centricmobile space—have been driven by nimble, entrepreneurialcompanies building on powerful new platforms, comingout of nowhere to completely decimate establishedbusiness models. This paper looks at one mechanism that is bringing thatfuture to life. The evolution of marketing is not happening byitself: it is being pushed, prodded, and dragged forward bythousands of individual breakthroughs at the edge. Some ofthese are the result of massive research and developmentefforts undertaken by leading technology and marketingfirms. But the most unexpected and disruptive changes arecoming from a robust ecosystem of startups that has spunup around the world as a result of extensive investment andstrong institutional support. During the past decade, that process has only accelerated.Large companies built for scale and centralization can’thope to keep pace with a mob of insurgents that’s goingeverywhere fast. So what’s a marketing organization to do?Follow some old advice: if you can’t beat ’em, join ‘em. Major disruptions in media and communications havebeen driven by nimble, entrepreneurial companies withno stake in the status quo, coming out of nowhere tocompletely decimate established business models. In the first white paper in this series,Dollars, Bits, andAtoms: A Roadmap to the Future of Marketing, we offereda framework for how trends in business and technology areshaping the evolution of marketing in multiple dimensions:brand awareness, customer engagement, and personalizationand measurement. We put forward a series of forecasts for This paper is intended to provide marketing leaders withinsight into the workings of this ecosystem, the ways thatstartups are approaching the problems of marketing in adata-driven, connected world, and strategies to harness theirinnovations for competitive advantage. WHY STARTUPS? driving entrepreneurship in India demonstrate the power ofthis trend worldwide. If anything, the combination of rapideconomic growth in emerging economies, a young and risingworkforce, and the spread of digital—and especially mobile—technologies across the globe are shifting momentum fromthe established centers of the 20th century economy to thefrontiers of innovation.1 COMPANIES THAT SPIN INTO EXISTENCEto solve one problem or commercialize a single idea can scale almostinstantly if they find a solution that sticks. That’s what’shappening all over the marketing industry today: hundredsof tech-savvy startups are reinventing business from thebottom up. •Shopycatmakes personalizedrecommendations to shoppers based on theirTweets and other social activity, using a dataprofile the company calls the Social Genome.•Polarisis a custom-built search engineoptimized for Walmart.com that hasdriven a 10–15 percent increase inpurchase completion, according to a 2012announcement from the company.2•Classroomsenables teachers and schools tocreate custom supply lists, streamlining theback-to-school shopping that drives retail insummer and early fall. Incubating in a Big Box In our research, we found new ventures in various stages ofdevelopment, from two-person efforts nestled in the back cornerof coworking spaces to mature companies boasting Fortune50 client lists. Today, more university business programs arepushing students toward entrepreneurship as a hedge againstan uncertain job market. The best ideas are feeding intoincubators run by institutions (for example, the VentureLab atGeorgia Tech), investors (such as Dave McClure’s 500 Startups),and corporations (see WalMart Labs, facing page), acceleratingthe commercialization of the technologies that are driving anddisrupting marketing and other business disciplines. By their nature, these startups are lightweight and nimble inways that enterprises can’t be: a potentially huge advantagein a market where speed determines success and scale nolonger confers the same advantages it used to. While somelarge businesses live in fear that a competitor will emergefrom out of nowhere to steal market share or drain awayma