Breakfast News June 25 'Can we still get their attention?'

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The Anthologist

Thursday 25 June 2015

CAN WE STILL GET THEIR ATTENTION?

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Director, GTI

Simon Rogers

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Thursday 5 March

Is it time to make a more meaningful connection?

Thursday 30 April

Gen Z effect

Thursday 25 June

Can we still get their attention?

Thursday 17 September

Challenges when onboarding Millennials

Thursday 26 November

Conclusive research

2015 dates

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We want to hear from you via twitter

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How do we calculate our index?We ask students two questions:

1. How long do you think it will take you to find your first graduate job?

2. How many applications do you think you’ll have to make?

We then use their answers to produce our Confidence Index scores.

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The overall confidence of the UK’s students

100

The Confidence Index scale:

What does an ‘average’ confidence score mean?

Number of job applications:

22Months to find employment:

5

120

160

80

40

AVERAGE confidence

More confident than average

“I’ll get a job in five minutes.”

Less confident than average

“Help.”

The average score

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UK students’ confidence: Quarter 3

Quarter 1 Quarter 2 Quarter 3

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Subject of study: confidence impact

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Job confidence and gender inequality: London

All of this data has been taken from our Quarter 3 findings.

We can cut the data in the Graduate Confidence Index by gender, ethnicity, location, social profile, subject of study, year of study, and university.

This quarter we’re studying the role that gender plays in job expectations in London, because we’ve identified an interesting pattern:

Score: 107 Score: 87 Score: 99 Score: 97MaleLondonEnglish student

FemaleLondonEnglish student

Male LondonFinalistPrivately educated

Female LondonFinalistPrivately educated

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Our sample includes:

provides our average confidence scoreThe trendence Graduate Barometer 2015

44,000+

27,04023,045

Our biggest sample ever:

And more...

DIVERSITY CUTS

126 Universities

Gender cuts:42% Male

58% Female

Social Profile:

Ethnicity:

State EducatedPrivately

Educated

White

AsianBlack/

African/

Caribbean

Law StudentsIT Students

Specialist editions:

First YearsPenultimate Years

FinalistsSUBJECT of study

Engineering Students

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TARGETjobs database

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TARGETcareers• Brand new web platform for

school leavers launching September 2015

• Showcasing employers, jobs and sectors of work as alternatives to university

• ALL undergraduate courses in the UK searchable online

• Database of 16 – 19 year olds that you can send an e mail to!

• Key partnerships with the UK’s leading schools careers bodies and charities

• New portfolio of supporting school leaver publications

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The Guardian UK 300

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Today’s agenda

CAN WE STILL GET THEIR ATTENTION?

Welcome

Simon Rogers

The economic forecast

Declan Curry, Broadcaster, Business & Economics journalist

How marketing careers to young people is changing

Stephen Isherwood, CEO, AGR

Communicate with people, not channels

Mark Taylor, Managing Director – quickslvr at Havas helia

Life is a game

Ian Livingstone, Author and Entrepreneur

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Declan Curry, Broadcaster, Business & Economics journalist

THE ECONOMIC FORECAST

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GREECE

DEAL OR

NO DEAL ?

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PRODUCTIVITY

= how much time & money does it take to make something?

= higher wages & living standards

= more competitive jobs & businesses

= more profits & dividends

= more taxes (to curb national borrowing)

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PRODUCTIVITY

• UK less productive than most major rivals

• 6th out of the 7 major industrialised nations

• UK 16 percentage points below G7 average

• French workers make in 4 days; Brits take 5

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PRODUCTIVITY

• Productivity stagnated after Great Recession

• Firms hoarded staff; meant lower unemployment

• No recovery in productivity, even while new jobs created

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YEAR OF THE PAY RISE

• Average earnings: + 2.7%

(Excluding bonuses)

(Year to February-April 2015)

was: + 0.7% Feb-Apr 2014

• Highest annual growth since 2009• BUT: Public sector wages just + 1.0%

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PRICES FALLING

• Inflation: + 0.1% May 2015 y/y

- 0.1% April 2015

0.0% March 2015• Inflation + 1.5% in 2014• Fuel down 11% (*low oil price); food down 2%• … but with higher wages and low productivity, will

companies have to put up prices ??

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“JOBS MIRACLE” CONTINUES

• 31.05 million people in work Feb-Apr 2015

…. up 114,000 from previous 3-months

…. up 424,000 in a year

• Employment rate: 73.4%, up 0.1% qtr• FULL-TIME workers: 22.74m, + 103,000• PART-TIME workers: 8.31m, + 10,000

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UNEMPLOYMENT FALLING

• 1.81 million people unemployed Feb-Apr 2015

… down 43,000 from previous 3-months

… down 349,000 in a year

• Unemployment rate: 5.5%, down 0.1% qtr• 740,000 young people unemployed; rate=16.1%• 574,000 long–term unemployed, down 9.5%

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NO EXPORT-LED RECOVERY

• We buy (imports): £542 billion 2014• We sell (exports): £507 billion 2014• Trade deficit: £ 35 billion 2014

Sell more services than we buy:

£ 86 bn *surplus*

Buy more goods than we sell:

£121 bn *deficit*

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GROWTH

• GDP growth: + 0.3% Q1 2015

was: + 0.6% Q4 2014

• GDP rose by 2.8% in 2014, highest since 2007• Economy now 4% bigger than before crash

….. but 1% smaller per person, so we feel poorer

…. (population is larger now than before crash)

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GROWTH BY SECTOR

• Manufacturing: + 0.1% Q1 2015

NB: Big fall in oil & gas production (*low oil price)

• Services: + 0.4% Q1 2015

(80% of economy)• Construction: - 1.1% Q1 2015

was: - 2.2% Q4 2014

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INTERNATIONAL GROWTH

IMF FORECASTS FOR 2015• UK: + 2.7%• USA: + 3.1%• Germany: + 1.6%• EUROZONE: + 1.5%• France: + 1.2%• Japan: + 1.0%

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INTERNATIONAL GROWTH

IMF FORECASTS FOR 2015• UK: + 2.7%

• China: + 6.8%

NB: low for China – political instability to follow? • India: (Overtakes China!) + 7.5%• Brazil: (*SHRINKING*) - 1.0%

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GOVERNMENT BORROWING

• Deficit (new borrowing) cut by 9% in 2014/15

… but still adds to accumulated debt – still rising

• Deficit: £ 89 bn 2014/15

was: £ 98 bn 2013/14

was: £154 bn 2009/10• National debt: £1,486 bn 2014/15

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PERSONAL BORROWING

• Rising again ….

… 146% of household disposable income Q4 ’14

…. was 144% Q4 ’13

…. Was 169% at peak in Q1 2008

• Insolvencies down 19% y/y England & Wales

… 20,826 Q1 2015, lowest since Q4 2005.

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HOUSING MARKET

• House prices (ONS): + 5.5% Apr, y/y

• Mortgage approvals: 68,076 Apr

(BoE) … up 8% in a year

• House building starts: 40,300 Q1 2015

(DCLG) well up from low, only half what’s needed

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RETAIL SALES

• Value of retail sales: + 1.4% (Mar-May y/y)

NB: Note impact of lower food prices:• Food: + 0.3% (Mar-May y/y)• Non-food: + 4.1% (Mar-May y/y)

Online shopping 12% of all non-food spending• Weekly Internet sales: £801m May 2015

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MARKETS

• FTSE 100: 6,680 (17 Jun)

new peak 7,103 in May; prev 6,930 on Dec 1999• Oil: $63.6 /bbl (17 Jun)

… Brent Crude down 44% in a year• Gold: $1,178 /oz (17 Jun)• Pound = $1.56 (1 Jun), down 8% a year• Pound = €1.40 (1 Jun), up 13% a year

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CONFIDENCE SURVEYS

Give a hint of what might be ahead ….

• CBI: Manufacturers more optimistic again

… 2%point gain from April to May

… but still less cheerful than a year ago (17 pp)

• GfK: Consumer confidence highest in 13 years

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Stephen Isherwood, CEO, AGR

HOW MARKETING CAREERS TO YOUNG PEOPLE IS CHANGING

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Memory lane

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Job postings

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When you had to write clearly

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Did you graduate in the last 2yrs?

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Data?

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“Today, advertising campaigns

are so targeted

that they

are often not seen

by the general public”

Maurice Levy, CEO, Publicis

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Talent spotters

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Big data

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Mark Taylor

Managing Director, Havas quickslvr

COMMUNICATE WITH PEOPLE, NOT CHANNELS

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Meaningful Brands®

Measuring the potential business benefits gained by a brand when it is seen to improve our wellbeing and quality of life.

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Meaningful brands deliver.

• Deliver 100% more KPI outcomes

• Outperform the stock market by 133%

• On average gain 46% more share of wallet

Source: 2015 Havas http://www.meaningful-brands.com/

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If meaningfulness is so crucial, how do you allow your businesses to do what they are currently unable to do effectively: fully understand your audience; who they are, what they do across channels and in what context, in any given moment?

Copyright 2015 Havas helia

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It requires a fresh approach in order to create joined up, meaningful customer experiences


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• What can be learned about anonymous visitors to your website beyond the activity tracked on site?

• Do you already have a relationship?

• Can we use other data points to inform experiences that make sense?


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Why we need profile-optimised experiences

Source: Forrester September 2012 “The Always Addressable Customer”

• Explosion of channels• Multi-device consumers• Right-time analytics• Experience-based analyticsMultiple devices

Own and personally

use at least three connected

devices

Frequent access

Go online multiple times a

day

Multiple locations

Go online from

multiple physical

locations, including at least one on

the go

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The current way businesses manage experiences to people

Forrester: “No single vendor provides a complete online marketing suite”.

As a result, every client has their own “Frankenstein Monster”.

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The current ways that people engage with businesses


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Which is why they can’t easily recognise their customers


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How do we use data across all available touch points to treat each person differently?


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Creating an accurate real-time view of a person’s interactions with a brand over time, in one place…


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...to which we can add data we already have so that we can recognise that they are someone we know


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Using the real-time techniques, enable your teams to deliver impactful experiences to real people.


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Users perspective


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How do we classify and treat audiences differently?


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Key questions that can be addressed

• How do we better use data we already have?

• How do we classify people by behaviour?

• What are the key drivers?

• How do we address and engage these groups?

• What marketing activities will meet our goals?

• What marketing vehicles will manage these activities?


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Engaging youth in Fan Relationship Marketing (FRM)

Enhanced retail

Stadium experiences

Connected engagement


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• Meaningful re-engagement strategy

• Behavioural segmentation to trigger meaningful experiences

• Real time targeting

• Enable Look alike modelling


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Mark Taylor

Managing Director, Havas quickslvr

Questions?

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Ian Livingstone CBE, Author & Entrepreneur

LIFE IS A GAME

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Next event

Thursday 17 September

Breakfast News June 25 'Can we still get their attention?'

Marketing

Transcript of Breakfast News June 25 'Can we still get their attention?'