Ngenera Marketing Insight

Change characterizes enterprises today. Leaders know that virtually every institution or organization in society, regardless of industry, geography or culture, must reinvent. Marketing is no exception. Market strategy is center stage with social media, prosumer marketing, and branded communities. Leading brands have radically increased brand attention with social media. Young people who have “grown up digital” wield greater market share and shape demand in new ways. Others see a big opportunity to rewrite the book on customer engagement at much lower cost with precision measurement of impact. Four trends afford the greatest opportunity for innovation, growth and competitive advantage for marketing CMOs: • The rise of collaborative platforms – internal and external platforms provide new channels to customers and new options for market strategies. • Nexus Economics – economic transformation punctuates the economic landscape of marketing with ad and PR budgets leading the way. What is the true cost of marketing in a 2.0 world? • Leading in the age of unbounded data – the abundance of real-time information on customer preferences and behaviors, coupled with new analytical tools drives better ROI and precision market tactics. • Digital identity revolution – better and more trusted relationships with customers, employees and everyone in your market ecosystem.

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A World Awash with Opportunity Opportunity is always available for those that truly lead. Seizing breakthrough opportunities comes from being in the know: knowing what works today and what will work tomorrow. We identify breakthrough opportunities for you to exploit. Develop personal relationships with access to a network of awardwinning thought leaders directed by leading business strategists and Thinkers50 members: Don Tapscott (Wikinomics, Grown Up Digital) and Tammy Erickson (Plugged In, Retire Retirement) and Dr. Nick Vitalari. Our team is known for identifying next generation trends and articulating their impact upon global enterprises. Our value proposition is simple. We discover. We investigate. We inspire. We engage. We enrich. We collaborate. We syndicate to share costs and bring peers together. You win. In so doing, we create enormous leverage for you and your company. You get the ingredients for breakthroughs, learn from peers, connect with other leaders, and equip your teams to be innovative and competitive in a world awash with opportunity.

Join us and other leaders as we explore and exploit a world awash with opportunity.

2010 Agenda In 2010, four major themes inform our quest for breakthrough ideas and practices in Marketing. Each theme represents four big ideas that will shape innovation, operating models, business processes, and competitive advantage. Over the course of the year we will use briefings, webinars, analyses, reports, and conferences to explore the full dimensions of these big ideas.

The rise of collaborative platforms

Nexus ECONOMICS

Collaborative business platforms are emerging as an essential weapon in the 21st century competitive arsenal and are at the heart of creating a “Wiki Brand.”

Economics are fundamental to market dynamics and individual choice. Nexus economics refers to the changes in economic structure, transactions and individual behavior in a highly connected world.

sustainable growth engines, communities, partners, ecosystems, cultivation of form and function

Platforms open new possibilities for Marketing. Leading companies use external platforms like Twitter, Facebook, YouTube and Flikr to penetrate new segments. Innovative marketers use specialized platforms for their most loyal and active customers. In the B2B space, leaders use collaborative platforms to weave together suppliers and distributors to gain better market visibility and channel efficiencies. Platforms also change the competitive dynamics of entire industries. Apple’s iPhone platform with its App Store and its burgeoning community of developers transformed the cell phone industry. The emergence of the 3rd Screen redefines customer intimacy and mobile service models. What other industries will be transformed by collaborative platforms? How will platforms reduce marcom expense? What role will platforms play in sustaining customer loyalty, brand awareness and drive sales?

mapping the new demand curve, globally connected economics, experimentation, collaborative ROI, economic optimization

Nexus economics changes everything in Marketing. Individual behavior takes on new significance. Context and place can influence margins, production, distribution, and landed cost. Automated agents may alter the fundamental search behavior of those that seek products and services. Marketplaces of networked people and organizations and their interplay present new opportunities for hyper-growth or hyper-decline. Market leaders use the new structures to more accurately shape the winning deal. Preference functions and choice tradeoffs, previously the realm of economic theory, become practical inputs to structuring the value proposition – for some in real-time. How fast can companies exploit the new economic realities? How can marketers use the comparative advantages of nexus economics? Under what conditions to nexus economics trump traditional economics?

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2010 Agenda nGenera analysts and an innovation network of leading experts provide you with non-stop commentary and free flowing debate at face-to-face at meetings, realtime on webinars, email alerts, and virtually through our advanced collaboration platform with discussion forums, blogs, and hosted conversations.

LEADING in the age of unbounded data

listening, massively customized analytics, orchestrating, reach beyond stereotypes In the midst of information overload new signals constantly emerge. Marketing organizations, often the first outpost on the information frontier, must listen and rapidly adapt to signals in their marketplace and propose action. Sometimes the signal is a call for help from a loyal customer, or the first notice of a service model gone wrong. In most cases the signal represents an opportunity to establish a deeper relationship with a prospect or customer. Market leaders read these signals with new analytics and evidence-based models. New types of data combine to provide new insights. Products linked to smart-phones coordinated with geospatial data provide real-time market information. Trends in real-time information suggest opportunities to formulate campaigns, shape mindsets and create mindshare. How can marketing teams exploit unbounded data? How can companies make sure they know all that is being said about them? How can they turn data into market signals and that improve business performance?

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DIGITAL identity REVOLUTION

pervasive personal identity, digital self, digital consumption, factoring the social graph, going social Pervasive personal identity refers to the expansion of personal information about individuals. Modern collaboration both inside and outside the enterprise depends on the ability of employees, partners, customers and others to share information about themselves. Affinity and relationships lead to sales. Rich digital identities go beyond CRM. Personalized products and real-time feeds to the right customer at the right time depend on digital identities. To drive a substantive conversation or a quick sale, companies must understand the other party. Today identity information is coarse. Tomorrow it will be sophisticated, subtle and refined. Identity information will influence the course of trivial and significant transactions. What new service models and product customization approaches will emerge from the integration of identity information on prospects, customers and employees? How will knowing who, what and where influence the message, the proposition and the close?

Schedule The pace and scale of our deliverables provide a dynamic and exciting schedule throughout the year. As we work with you and learn more about your specific agenda we will make sure you get the right briefings and access to analysts in ways that contribute to your success.

ALL MEMBER MEETINGS (2x/year in May and October)

3-day cross disciplinary programs packed with panels, interviews, rapid fire case studies, and the latest research

WEBINARS (third week of every month)

60-minute interactive sessions with analysts and experts in an engaging “talk show” format on the latest thinking about the latest ideas.

DISCUSSION FORUMS (weekly)

each week an expert poses a question for discussion on the nGen members area.

BLOGS (daily)

an insightful collection of perspectives on our award winning Wikinomics channel – frequented by over 15,000 readers per month.

PERSONAL BRIEFINGS and BRAINSTORMS (on demand) REPORTS, ANALYSES AND PERSPECTIVES (delivered throughout the year)

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Program Deliverables Our programs are all-inclusive. One program and one price for your entire operation across the entire enterprise. Knowledgeable membership service teams and powerful collaborative technologies assure that your investment and our products and services yield return. We listen to you to understand your goals and work with you throughout the year to deliver the right content, in the right way, when you need it. It’s like having a in-house think tank leveraged through the power of a syndicated program.

Program Products In fast moving environments, flexibility and speed rule. We use a range of vehicles to match brevity, coherence and insightfulness with your information consumption requirements.

Big Ideas

Focus Analyses

Big Idea projects define the conceptual. They provide rich context and deep understanding by spanning all disciplines, industries, and organizations.

Focus reports expand and clarify on the specific, actionable topics that matter to institutions and specific disciplines in the near- and long-term.

Flash Commentaries

Lighthouse Cases

New topics arise unexpectedly but demand attention and reflection. Flash reports identify the issue, explore the questions, recommend direction.

Smart is everywhere – we look for it and talk to the innovators. Lighthouse cases chronicle elegant solutions and innovative ideas in practice.

Over-the-horizon Investigations

Master Interviews

We mark the next big thing. It may not exist yet in practice, but you need to know. It’s all about giving you lead time. Now.

Our interviews with the “luminaries” share insights and expertise gleaned from our discussions with industryshaping thought leaders.

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Program Services Our member services team provides you and your organization with concierge-style anticipation and response to your needs.

All member meetings

Brainstorm sessions with analysts

Our bi-annual, three-day, member meetings showcase findings from our investigations, feature world-renown speakers and engage program participants and external collaborators.

Members share their challenges and our analysts respond. The 90-minute brainstorming session works through the issue from as many angles as possible based on our knowledge and experience.

Briefings

Private Moderated Communities

At your request, our analysts and collaborators deliver customized presentations on key investigation streams to your organization.

All of our program products are written, recorded or delivered live, via nGenera’s enterprise-class Collaboration Platform, Social Navigator. This gives members the unique ability to read and respond to the program content they receive and create secure company- or workgroupconfidential communities with other members of the Insight program. The platform also hosts exclusive weekly member conversations and discussions with thought leaders and experts on topics of interest.

Webinars Held once a month, our webinars provide interactive, 60-minute discussions about current and developing projects. Members are free to join-in on live presentations or browse through our catalogue of past webinars.

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w w w . n g e n e r a . c o m

nGenera drives productivity and business velocity by deploying on-demand Collaborative Enterprise Management (CEM) solutions in the world’s leading organizations. These innovative CEM solutions combine nGenera’s collaborative applications, executive insight, advisory services, and education to deliver critical business outcomes in marketing, sales, IT, HR and operations. For more information, visit www.ngenera.com.

Headquarters Barton Oaks II 901 South Mopac, Suite 100 Austin, TX 78746 Toll Free: 877-nGen-CEM (877-643-6236) Tel: +1 512 904 3400 Fax: +1 512 904 3401

Canada 150 John Street 10th Floor Toronto, ON Canada M5V 3E3 Tel: +1 416 863 8800 Fax: +1 416 863 8989

Europe 180 Piccadilly London W1J 9HF United Kingdom Tel: +44 (0)20 7830 9740 Fax: +44 (0)20 7830 9741

Copyright © 2009. nGenera Corporation. All rights reserved. All other marks are held by their respective organizations.