Post on 14-Apr-2017
The Infinite Future How to build sustainable and scalable relationship with consumers in the infinite media environment.
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40X There are 40X more marke-ng channels a marketer must manage in 2015 compared to 1960. This increased fragmenta-on has happened as a result of infinite media, instant connec-vity, and the rise in mobility.
Limitless Channels Gartner predicted in 2014 that by 2017 the CMO would
have the largest IT budget in the company, taking it away from the CIO.
The new buyer is not like the old one. They are mobile, cross channel, and highly informed. On average they consume 3-‐7 pieces of content before they talk to sales. The average person between 35-‐49 checks Facebook 17 -mes per day.
BUYERSCHANGE
GRANDPARENTS Are the fasting growing demographic on
Facebook.
ALWAYS Buyers are always on. There are more people in the world with a cell phone than there are those with clean drinking water, or electricity. This being always on has changed them behaviorally. They are not the same old buyer, but rather a new buyer.
ON
8 SECONDS
AVERAGE HUMAN ATTENTION SPAN MicrosoO in their quest to
beQer understand the human, set up a test to begin to evaluate the
effects of mobile media on buyer behavior. They
found in their 2013 study the average adult now has
an 8 second aQen-on span.
IS SHORTER THAN A GOLDFISHES The average aQen-on span of a Goldfish is 9 seconds.
Buyers harness more power when they do a single Google search than all of NASA had in 1969 to land a man on the moon. Anything can be found in an instant, and if it’s not they they leave.
INSTANT RESULTS
80% Bounce Rate
On visits from Adwords
71% Have been Disappointed by content
25% Will never re-engage If disappointed once
1.70 Page views
Per visit to your site
Produc-on, Technology, Distribu-on, and Reach are all democra-zed making the rela-onship you have with your consumer the only sustainable compe--ve advantage.
Infinite Competition
of Fortune 500 companies are removed from the list in Last decade (2004-2015) 1/3
You no longer compete with those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their ver-cal.
Infinite Competition
Buyers harness more power
when they do a single Google
search
Ease of Use Buyers harness more power
when they do a single Google
search
Personality Buyers harness more power
when they do a single Google
search
Service Buyers harness more power
when they do a single Google
search
Relationship
Production
3-D printing has democratized production. Now anyone, anywhere, at anytime can print them selves products.
Technology
SaaS technology democratized business operations. Now any business can have the best tool set to run their business, and build their product, with almost zero overhead.
Distribution
Distribution and selling of goods has been democratized by online marketplaces. It is easier than ever to sell something at scale.
ENVIROMENTCHANGED
BUYERSCHANGE
= Radical Changes Must Occur
Buyers harness more power when they do a single Google search
Limitless Channels
Buyers harness more power when they do a single Google search
Always on
Buyers harness more power when they do a single Google search
Infinite Media
Buyers harness more power when they do a single Google search
Instant Expectations
Optimizing for small gains will leave you way behind in the infinitely changing world.
+
+
Relationships Are the life blood of every company in the future because they have properties which scale, have value, and become competitive differentiation in the world of infinite options.
01 Trump marketing campaigns
Remember “New Coke” the only reason Coke-‐a-‐Cola didn’t lose the cola market was because of their rela-onships which they build during WWII. Where they made sure every GI got a Coke for five cents, where ever they were in the world.
Campaigns Can fail
Kimpton Hotels is using “Journey Builder” to build long las-ng rela-onships with customers even outside of their travel schedule. Technology allows this to happen, far surpassing Dunbars wildest dreams.
They
Can Scale
Building rela-onships with consumers inner desires is what we should be focused on. It is what our society is based off of, and the best way to drive people to ac-on. We are in partnership with our consumers now, not producers for them.
Edward Bernay’s created Public Relations after learning from his
uncle Sigmund Freud the power of the unconscious mind. He create a
new form of strategic marketing which built relationships between
products and consumers inner desires.
Bernays Is Right
What do consumers desire?
“Consumers want honest and
authentic experiences”
-Joseph Pine II
Author of the Experience Economy, Authenticity, & Infinite
Possibilities
“Consumers want honest and authentic experiences”
-Joseph Pine II
Author of the Experience Economy, Authenticity, & Infinite Possibilities
Nobody Ever Said “I want content”
They decide engage with content to solve goals, they engage with it because
it aligns with their purpose
The worlds best media brands are failing. BBC laid of 500 reporters last year. Gigaom the $22 million dollar backed media brand, who pioneered blogging closed it’s doors aOer 8 years in 2015. We need to be rela-onship brands.
Media
Brands?
This is the first -me in history when everyone has the means to create content, distribute content, and consume content with no fric-on. This has created an insurmountable amount of content.
Ubiquitous Content
“1500 posts waiting for you when you log onto Facebook”
more often than they do those that simply urge them to buy the product being advertised. As a result, their path to purchase is actually their path to purpose.
Consumers choose the brands that engage
them on their passions and interests 42%
Experiences which fulfill purpose are best #likeagirl campaign is watched by over 77 million fans
Their purpose’s for engaging with content are………
Escape !People wanting to escape will lean on self discover and
social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness.
Discover!Discovery is one of the greatest gifts of the internet. We
have both passive and active discovery modes.
Active Discovery: Direct searches on the internet Passive Discovery: When you scroll down in Facebook
Presence!Is the content which consumers create about themselves to
validate the mediated self they are projecting. Simply engaging with this is fulfilling their purpose, and is
helpful, and does not require you to create more content.
Dynamic Relevance People will only engage with things which are relevant to them. If it is not relevant then it will not be engaged with.
02 Building a system of relevance is the only way to scale personal relationships
Data Collection
Buyers become highly fragmented beings across mul-ple channels. They are always connected, and always on. The only way to reach them is to know more about them, and understand what it takes to really be relevant to the modern buyer.
You no longer compete with those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their ver-cal.
Behavioral Data
You no longer compete with those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their ver-cal.
Psychographic Data
Also combine with all other internal data.
CRM Data
Personalized Experience
Requires you to know each and every person, and demands a system of relevance which touches all aspects of your business. This puts the customer success plaeorm at the heart of your marke-ng efforts. Then allows for scaling across all channels, with dynamic and predic-ve personaliza-on.
Companies using predica-ve content on average are seeing an increase in revenue by 15%.
Predictive Content Dynamic content suggests the
best next piece of content given set algorithms of most
likely engagement.
Owned Experiences Crea-ng customized
experiences also needs to happen both on your website
and via the email content.
+15% Revenue
Mindset > Branding You can not control what is wriQen about you online, but you can control how you act, and what you do so that what people see is your best foot forward.
03
MINDSET!You will be measured by the total number of interactions. The goal of “Mindset” is to align every touch point with the idea of
optimizing for a net positive experience.
Branding is a departmental goal, Mindset is an organizational disciple.
“SHIP MY PANTS”
“SHIP MY PANTS” �
“SHIP MY PANTS” �
This is the value of the “switching economy” this means switching from one product to another. This
makes the economy of switching the 10th largest economy in the world.
$1.7 Trillion
Relationships are hard to substitute! Having everyone in your company with the same mindset is the only sustainable way for you to proactively protect your brand from the infinite amount of content which will be published about you in the future. This is why companies like AT&T give CX a seat at the Executive Table.
Action Branding Mass publishing is the lowest form of value of the internet. Realize that direct engagement is possible and offers a new level of relationships to form.
04 Validating their presence
Shared Value + Shared Action = Shared Profit
Action Branding Formula
Shared Value + Shared Action = Shared Profit
People want to rebuild Braddock PA. Levi wants to
have people associate their
clothes with work again.
Levi puts money, and hires a company to coordinate
community events to rebuild
Braddock. People pitch in, and
suggest projects, and execute them.
They both profit from a better
community, which got back to
working again.
PURPOSE!Action branding is a way to build brand via interactions which fulfill the purpose and desires of consumers. This is opposite of of passive “Branding” which uses imagery to associate feeling
with products.
Action branding is the way we should be looking to use social media in the future. By validating the purpose
people are being social.
Thank you
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