Post on 29-Jun-2020
A MARKETER’S MANIFESTO FORTHE DIGITAL AGE
George Corb inS V P , D i g i t a lM a r r i o t t i n t e r n a t i o n a l
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ReachPrecisionMeasurabilityScale
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“Half the money I spend on advertising is wasted… I just don’t know which half.”
John Wanamaker
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“Half the money I spend on advertising is wasted… I just don’t know which half.”
John Wanamaker
unprecedented
REACH@ G e o r g e C o r b i n 1
BILLIONinternetusers
billionPCs
billionsmartphones
billiontablets
billionby2020
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billionwebsites
billionby2025
BILLIONinternetusersby2020
@ G e o r g e C o r b i n 1SOURCE: Cisco 20136
unprecedented
PRECISION@ G e o r g e C o r b i n 1
DoNotDistribute– MarriottConfidentialandProprietaryMOBILE-DIGITALM A R R I O T T
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INSPIRATION/CONSIDERATION
RESEARCH/BOOK
PRE-STAY
STAY
POSTSTAY
spray + pray
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à intelligent + precise
unprecedented
MEASURABILITY@ G e o r g e C o r b i n 1
$?
$
Ad
Ad
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faith-based buying
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à fact-based buying
DidyourunthatexpensiveTVspot?
Howaboutthatmagazinead?
Howmuchrevenuedidtheygenerate?
Yeah.
Yep.
unprecedented
SCALE@ G e o r g e C o r b i n 1
Marriott: 1.4 billion outbound messages annually
MR ALERTS.COM INBOX
MR MY ACCOUNT
SOCIAL APP
WEB
MGS PUSH SMS CONFO
SMS MARKETING
LOCAL PERKS PUSH
APP INBOX
MOBILE
GROUP
RES CONFO
MGS PRE ARRIVAL
MR MARKETING
FOLIO
GSS/REVIEWS
40M MESSAGES
MOBILE PUSH
TRANSACTIONAL EMAIL
MARKETING EMAIL
250MMESSAGES
1.1BMESSAGES
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TRILLIONadsservedin2012
@ G e o r g e C o r b i n 1SOURCE: Comscore 2013
2,500,000,000,000,000,000bytes/day
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marketing FTW!!
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ReachPrecisionMeasurabilityScale
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But then a funny thing happened on our way to Marketing Nirvana....
unprecedented
saturation@ G e o r g e C o r b i n 1
fear and loathing in advertising
80% IGNOREonline ads
89% DIDN’T NOTICEonline ads
4% rememberedPOSITIVELY
83%loatheLOCKED AD FORMATStakeoversunskippablepre-rolls
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SOURCES:Harris Interactive / Goo Technologies 2014http://www.campaignlive.com/article/dave-trott-academic-advertising/1304615)https://downloads.pagefair.com/wp-content/uploads/2016/05/Adblocking-Goes-Mainstream.pdfhttp://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/amp/
fear and loathing in advertising
2.8%found their ads to beRELEVANT
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avg click through rate
SOURCES:Harris Interactive / Goo Technologies 2014http://www.campaignlive.com/article/dave-trott-academic-advertising/1304615)https://downloads.pagefair.com/wp-content/uploads/2016/05/Adblocking-Goes-Mainstream.pdfhttp://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/amp/
impressions / day@ G e o r g e C o r b i n 1
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“TO HELL WITH THIS. I’M OUT.”
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deviceswithad-blockers wastedmediaspend
marketingMy rights…
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INTERRUPTION
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A MARKETER’S MANIFESTO FORTHE DIGITAL AGE
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unprecedented
RELEVANCE@ G e o r g e C o r b i n 1
#1 “make ourselves useful”
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#2 make marketing a service
to customers
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#3 content = service
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#4 stop interrupting … start
listening
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#5 stop broadcasting… start
micro-casting
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#6 actively seek consent
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#7 be authentic
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#8 demand better
accountability from your ad ecosystem partners
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click baitfake news
screen takeovers
pop-ups
app
take
over
s
“… #4 will amaze you!”
pop-unders
unskippable video pre-roll
advertorials sponsored content
trust@ G e o r g e C o r b i n 1
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WE HAVE REACHED AN IDENTITY-DEFINING MOMENT…
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…HONOR CUSTOMERS’ CHOICES
…RESPECT THEIR PRIVACY
…BE RELEVANT
…KNOW WHEN TO BE SILENT
ReachPrecisionMeasurabilityScaleRelevance
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"How can I get you to buy this?"
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"How can I help you?"
thankyou
@G e o r g e C o r b i n 1
/ G e o r g e C o r b i n
> F O L L O W >